Debra Askanase's presentation for Darim Online

1. Kick
Your
Facebook
Page
into
High
Gear
for
the
High
Holidays
Sponsored
by:
h"p://www.flickr.com/photos/thomashawk/164149506/lightbox/

2. Debra Askanase, MBA
Former executive director,
business consultant,
program manager,
community organizer.
Community Organizer 2.0
Strategic social media
engagement for nonprofit
organizations. Website and speaking:
www.communityorganizer20.com
Twitter: @askdebra

3. Today s
agenda
1.
Understanding
Facebook
interacBons
2.
Bringing
fans
to
your
Facebook
Page
3.
Designing
Engagement
4.
Programming
Engagement
5.
PracBcing
Engagement

4. 1.
Understanding
Facebook
interacAons

5. h"p://www.likeable.com/2010/09/get-­‐engaged-­‐to-­‐facebook-­‐using-­‐their-­‐news-­‐feed/

6. EdgeRank
takeaways
1.
Ask
users
to
Like
your
content
–
offer
opportuniBes
2.
Find
ways
to
get
users
to
return
–
the
more
oQen
they
like,
comment,
share
your
content,
the
higher
it
will
show
in
their
news
feeds
3.
Always
offer
fresh
content
–
higher
EdgeRank
weight

7. 2.
Bringing
fans
to
your
Page
h"p://www.flickr.com/photos/21393555@N04/3948535548/

8. Get
a
personalized
URL
from
Facebook
*if you have 25 fans, you can get one

9. Integrate
into
all
your
communicaAons

10. Put
it
on
your
website:
Like
buKon

11. Like
buKon
inside
the
website

12. Like
Box
=
social
proof
*Great
opBon
for
Liking
the
enBre
site
h"p://www.peta.org/

13. Add
the
AcAvity
Feed
*Great
for
sites
with
regularly
refreshed
content,
site
acBvity
www.firstgiving.com

14. GePng
the
codes

15. Promote
with
an
ad

16. You
can
target
and
customize
your
ad

17. 3.
Designing
engagement
h"p://www.flickr.com/photos/89165847@N00/5876255457/

18. Successful
engagement
means
idenAfying
the
conversaAon
topic
(hint:
it s
not
about
the
synagogue)
(hint:
it
must
align
with
your
organizaAonal
goals)
h"p://www.flickr.com/photos/marcwathieu/3096694124/in/set-­‐72157608075666383/

19. What
is
your
organizaAon s
Facebook
conversaAon
about?
How
does
that
align
with
your
organizaBonal
goals?
How
can
you
modify
it
to
for
the
high
holidays,
and
meet
your
goals?

20. Align
goals
with
conversaAon
Diagram courtesy of
Darim Online

21. Design
engagement
for
highest
ROE
Engage
Contribute
Par/cipate
Create
Create
a
Post
Become
a
Visit
video,
reviews
fan
Watch
message,
Give
Friend
Download
tweet,
feedback
Follow
Read
blog
post
Vote
Join
Play
product
Contribute
Discuss
about
the
ideas
company
Lowest
to
highest
Return
on
Engagement
*
Based
on
h"p://www.slideshare.net/brandonmurphy/the-­‐true-­‐value-­‐of-­‐social-­‐media-­‐4267498

22. Creators
talked
and
proacBvely
shared
informaBon
about
the
brand
the
most.
They
also
influenced
buying
decisions
the
most.
Low-­‐level
engagement
by
itself
did
not
produce
significant
ROE

23. How
they
influenced
purchasing
Engage
Contribute
Par/cipate
Create
Create
a
Post
Become
a
Visit
video,
reviews
fan
Watch
message,
Give
Friend
Download
tweet,
feedback
Follow
Read
blog
post
Vote
Join
Play
product
Contribute
Discuss
about
the
ideas
company
20%
26%
32%
35%
Percentage
of
each
group
that
spurred
a
purchase

24. Four
components
of
Ae
strength
Trust:
Time:
inAmacy,
mutual
Amount
of
Bme
spent
confiding
together
Reciprocity:
Intensity:
amount
of
EmoBonal
intensity,
reciprocal
services
sense
of
closeness
You
can
leverage
these
two
components
organizaBonally

25. OrganizaBons
can
leverage
trust
and
reciprocity
to
strengthen
relaBonship
Bes
*You
will
see
more
engagement
if
your
organizaBon
is
personal
h"p://www.flickr.com/photos/57038784@N00/2215481444/

26. Trust
=
authenAcity,
transparency

27. Trust
=
authenAcity,
transparency

28. Reciprocity
=
co-­‐creaAon

29. Reciprocity
=
friends
helping
each
other

30. ROE
is
fan
engagement
and
trust
Engage
Contribute
Par/cipate
Create
Create
a
Post
Become
a
Visit
video,
reviews
fan
Watch
Give
TRUST
Friend
message,
Download
tweet,
feedback
Follow
Read
blog
post
Vote
Join
Play
product
Contribute
RECIPROCITY
Discuss
about
the
ideas
company

31. Summary:
designing
engagement
Design
different
ways
to
become
engaged
online
Be
authenBc
and
transparent:
create
trust
Integrate
co-­‐creaBon
into
your
engagement
strategy
Your
new
role:
Chief
ConversaAon
Officer

32. 4.
Programming
engagement
h"p://www.flickr.com/photos/94805433@N00/407591133/

33. Welcome
them…strategically

36. Give
them
something
unique
to
FB
h"p://www.flickr.com/photos/84661389@N00/276457918/

37. Why
not
Rabbinical
All-­‐Access
Hours?

38. Unique
offers
only
found
on
the
Facebook
Page!

39. How-­‐to
video
series

40. ConversaAon
before,
acer
events

41. Photos,
photos,
photos

42. Sample
content
calendar:
design
the
engagement

43. Sample
content
engagement
calendar

44. Content
creaAon
quesAons
1. Why
are
people
interested
in
your
organizaBon
or
cause?
2. What
content
creates
conversaBon?
3. What
content
could
create
community?
4. What
can
the
community
create
for
your
content?
(Collaborate
and
empower)
5. What
content
or
ideas
can
you
open
up?
6. What
added
value
can
your
content
offer?
7. What
does
the
medium
dictate?

45. 4.
PracAcing
Engagement:
Aps
and
tricks
h"p://www.flickr.com/photos/joshbousel/1394561410/lightbox/

46. Engage
through
personal
touches
•
Send
personal
messages
through
FB
to
fans
that
post
and
thank
them
•
Post
messages
from
your
organizaBon
on
their
Facebook
Pages
•
Create
groups
•
Don t
be
afraid
to
become
FB
friends
with
some
of
your
best
fans
•
Always
be
commenBng
–
answer
every
one

47. Workshop
review
Integrate
Facebook
into
your
website
Design
Facebook
Engagement
for
Success
• How
to
bring
fans
to
your
Facebook
Page
• Know
what
the
conversaBon
will
be
about
to
meet
your
goals
• Welcome
them
strategically
• Develop
your
content,
uniquely
• Create
a
content
calendar,
designed
with
engagement
in
mind
Good
PracBces
creaBng
Engagement

48. What
experience
will
you
design?
h"p://www.flickr.com/photos/moriza/2565606353/

49. Special
offer:
Private
1-­‐hour
Facebook
coaching
session
with
Debra
Askanase
• Self-­‐evaluaBon
form
prior
to
coaching
session
• During
session
we
will:
– Review
current
acBviBes
and
strategy
in
detail
– Assess
effecBveness
of
your
current
engagement
strategy
– Offer
ideas
and
strategies
to
help
you
achieve
your
Facebook
goals
– Define
next
steps
for
your
Facebook
strategy
and
acBviBes

50. Debra
Askanase
Engagement
Strategist
debra@communityorganizer20.com
Twi"er:
@askdebra
Linkedin:
www.linkedin.com/in/debraaskanase
Slideshare:
www.slideshare.net/debask
Google
Plus:
h"p://gplus.to/askdebra