define, design, measure: ramping up your facebook page

Define, Design, Measure: Ramping Up Your Facebook Page

Minds on Design Lab Social Media Breakfast

August 3, 2011

Today’s agenda

1. Understanding Facebook interactions

2. Defining Your Facebook Goals

3. Designing Engagement

4. Practicing Engagement

5. Measuring Engagement and ROE

1. Understanding Facebook interactions

http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/

The Power of Like: EdgeRank NFO weight

Lightweight– Likes have little notice in the news stream

Middleweight- Likes that are “upgraded” to a comment have more weight

Heavyweight- The more interactions with the news stream item (tags, comments, likes, shares) the higher it will show in search and on the user’s Pages

** same principle at work with Facebook updates on your Page

2. Defining your Facebook goals

SpecificMeasurableAttainableRealisticTimely

Design your Facebook Page to meet your org or programmatic goals:

• resource awareness• membership• fundraising• activism• sign up for a program

Activities and outcomes follow

Oceana: success using it for increased engagement, sign petition

T&T: Events bring many new members to the quarterly business club meetings, 10% new members

to annual youth symposium

Canada: the online space talking about youth business, many private loan inquiries, #1 or 2 loan

referral source

Ovarian Cancer Awareness: register people for a fundraising event

3. Designing engagement

Welcome page

Know your content, uniquely

Program engaging content

Successful design elements

Welcome page

Successful design elements

Welcome them…strategically

Welcome page

Know your content, uniquely

Successful design elements

Identify the main conversation

What is your page’s conversation about?

Give them something unique to FB

Unique offers only found on the Facebook Page!

Welcome page

Know your content, uniquely

Program engaging content

Successful design elements

Studied how 100 top brands used social mediahttp://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

Brand research: engaging content design

Design engagement for highest ROE

Create a video,

message, tweet,

blog post product

about the company

Become a fan

FriendFollow

JoinDiscuss

Post reviews

Give feedback

VoteContribute

ideas

VisitWatch

DownloadReadPlay

Engage Contribute Participate Create

Lowest to highest Return on Engagement

* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

Creators talked and proactively shared information about the

brand the most. They also influenced buying decisions the

most.

Low-level engagement by itself did not produce significant ROE

How they influenced purchasing

Create a video,

message, tweet,

blog post product

about the company

Become a fan

FriendFollow

JoinDiscuss

Post reviews

Give feedback

VoteContribute

ideas

VisitWatch

DownloadReadPlay

Engage Contribute Participate Create

20% 26% 32% 35%

Percentage of each group that spurred a purchase

Sample engagement calendar: Can you design engagement?

Sample engagement calendar

1. Why are people interested in your organization or cause?

2. What content creates conversation?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?

Content creation questions

What experience do you design?

http://www.flickr.com/photos/moriza/2565606353/

4. Practicing Engagement

• Send personal messages through FB to fans that post and thank them

• Post messages from your organization on their Facebook Pages

• Create groups

• Don’t be afraid to become FB friends with some of your best fans

• Always be commenting – answer every one

Engage through personal touches

http://www.emarketer.com/Article.aspx?R=1008328

Research: engaging through posts

• Post a question and ask for a response. It works!• Fans are happier engaging in contests with the

words “winning” and “events” than the words “contest” or “promotion.”

• Asking a question at the end of a post drives engagement

• “Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions

Research: engaging through posts

http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html

ROE of FB post frequency

5. Measuring engagement and ROE

Industry benchmarks for perspective

http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Are-Your-Facebook-Fans-Real-Fans/ba-p/28330

Only about 30% of the active fans re-engage with the fan page more than once (i.e. through posting).

70% of the active fans will post only once and never re-engage the fan page again!

Most people engage through the Newsfeed.

Know what you want to measure

Remember your SMART goals!

There are two types of measurements

Status Metrics (leading to ROE)

Engagement and activism metrics

http://www.flickr.com/photos/55714700@N00/5383102286/

Status metrics Engagement and activism metrics

Numbers that are not in the context of social media conversations, nor reflect the impact of social network conversations

Numbers that are in the context of social media conversations, and often reflect the impact of social network conversations

Leading to ROE Used to measure ROE

Return on Engagement (ROE) is an approach

The metric tied to time and investment spent participating or interacting with other social

media users, and in turn, what transpired that's worthy of measurement*

Hat tip to Brian Solis for the inspirationhttp://socialmediatoday.com/index.php?q=SMC/176801

Measuring Facebook ROEYour activities this week

Status metrics

Engagement metrics

Goal: download resources from website

SMART goal benchmarking

Posted two news stories

Asked open-ended question

Total Likes, new Likes, unlikes, likes per post, impressions

No. of comment that week, fan wall posts, shares, feedback %, photos shared

Number of resources downloaded from FB, referrals from Facebook, (FA), time on site

Deeper benchmarking metrics

Engagement percentage: total # who engaged/total Likes

Activism percentage: total # who downloaded/total who engaged

Measuring MASA’s FB app

ROE of social media actions: Lily the Black Bear

http://www.facebook.com/lily.the.black.bear

http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/

Designing Lily’s Engagement on FB

Engage: Watch videos on FB and Live cam on site, donate, read, visit site

Contribute: give opinions and feedback, vote in contests, name the bear, etc.

Participate: Facebook Friend, follow tweets, discuss and comment

Create: Post their own photos, tweet proactively, comment proactively

ROE: Lily the Black Bear132,489 Facebook fans

Raised $159,597 from 23,502 fans in one year

17,916 votes to win the second Chase Community Giving Challenge

Motivated 1793 supporters to donate $39,597 in Minnesota’s Give to the Max day

Helped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challenge

Currently helping Soudan Underground Mine State Park in MN win $200,000 in a parks challenge; activated 1 million votes

Tweetathon: • 258 people/1,524 tweets with #bluekey• 169% increase in web traffic• led to >50% of key purchases that week

Used with permission from USA for UNHCR

USA for UNHCR #bluekey Tweetathon

Workshop review

Define Your Facebook (SMART) Goals

Design Facebook Engagement for Success• Welcome them strategically• Develop your content, uniquely• Create a content calendar, designed with

engagement in mind

Best Practices creating Engagement

Status and Engagement Metrics, deeper metrics, leading to SMART goals

Debra AskanaseEngagement Strategist

debra@communityorganizer20.comTwitter: @askdebra

Linkedin: www.linkedin.com/in/debraaskanaseSlideshare: www.slideshare.net/debaskGoogle Plus: http://gplus.to/askdebra