building a facebook community | media140
TRANSCRIPT
![Page 1: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/1.jpg)
How to build a Facebook communityThomas Tudehope
Director, SR7
[email protected] | Twitter: @TommyTudehope | #media140
![Page 2: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/2.jpg)
TodaySocial media trendsHow to build a Facebook community. Best and worse case examples.First steps in social media.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 3: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/3.jpg)
Background SR7 – reputation and risk management Press Secretary for Malcolm Turnbull US Elections Sky News Not a GEEK
[email protected] | Twitter: @TommyTudehope | #media140
![Page 4: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/4.jpg)
Why Social Media MattersIf you’re not there someone else is.
Where the action is.
New consumers in new markets.
Mitigate the risk.
![Page 5: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/5.jpg)
Why social media?Ten most popular sites
on the web: 1. Facebook 2. YouTube3. Google 4. GMAIL 5. Hotmail 6. Twitter7. Tumblr8. Yahoo9. Skype 10. MSN
[email protected] | Twitter: @TommyTudehope | #media140
![Page 7: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/7.jpg)
Facebook… some statistics 500 million users
worldwide. 10 million in Australia.
88% of people know about Facebook.
40% of users follow a brand.
40% login everyday. Valued at $50 billion.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 8: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/8.jpg)
HOW TO BUILD A FACEBOOK
COMMUNITY
![Page 9: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/9.jpg)
Find your audienceWhere are they
and what are they saying.
If they are on Facebook, are they organized?
Do they have a page?
Who are the ringleaders?
![Page 10: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/10.jpg)
Understand your audienceHow many? What are they
most concerned about?
What is the frequency of activity?
Emerging trends?
![Page 11: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/11.jpg)
Penetrate your audienceParticipate as an
interested party. Identify and
communicate with field leaders.
Make friends. Contribute ideas.
![Page 12: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/12.jpg)
Establish a Facebook PageSimplest and
easiest way for a business to participate on Facebook.
Have a plan. Use all the
features on the page.
![Page 13: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/13.jpg)
ContentStill king on the
interwebs.Keep updates short
and sharp. Ensure the page
has enough relevant information.
Regular, not spam.
![Page 14: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/14.jpg)
Messages Facebook Pages and
Groups allows you to mass communicate with your fans.
Your best fans are busy fans. Be sensitive about sending too many messages.
Make the message personal – and use your human voice, not “marketing-speak”.
Make each message count by making it about them – not your organization.
Always include a specific request for action that creates value for them.
![Page 15: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/15.jpg)
Encourage sharing
![Page 16: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/16.jpg)
Facilitate discussions
Keep conversations topical. Avoid technical ‘know how’. Pose questions.
![Page 17: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/17.jpg)
Update your status (often)
• Short, simple and factual. • Update as often as possible. • Questions and answers.
![Page 18: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/18.jpg)
Measure and measure often
![Page 19: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/19.jpg)
Measure and measure often
![Page 20: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/20.jpg)
How to grow your fan base? Organically
Paid advertising
WOW factor
![Page 21: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/21.jpg)
MyCammeray Identified the
audience as upwardly mobile, family orientated.
Used Facebook but not other social media.
Loved the area. Shopping and a
disposable income.
![Page 22: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/22.jpg)
MyCammeray Photo Competition Build around the
love of the area, photography and shopping centre.
Designed to build brand and community recognition.
Long term followers.
![Page 23: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/23.jpg)
MyCammeray Incentive$2000 Camera. Had to like the
page. Most votes for a
photo would be eventual winner.
Viral.
![Page 24: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/24.jpg)
The MyCammeray PageSimple.
Functional.
User friendly.
![Page 25: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/25.jpg)
HTML Landing PageHighly
customized. Encouraged
like. Mini website. Prominent.
![Page 26: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/26.jpg)
Results 4000 fans in 4
weeks. Local press
coverage. Social media
goodwill for the brand.
Lasting connection with fans.
![Page 27: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/27.jpg)
SOCIAL MEDIA ENGAGEMENT
GETTING THE MOST BANG FOR YOUR BUCK
[email protected] | Twitter: @TommyTudehope | #media140
![Page 28: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/28.jpg)
Maximising engagement -1 Tone The right tone is paramount
to long term success on social media platforms.
Tailor your tone to your (target) audience.
Speak to people rather than at them, above them, or below them.
Simple conversational. Genuine.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 29: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/29.jpg)
Maximising Engagement - 2Peer to peer
Build relationships with like minded users
Join groupsBecome known to
“field leaders” Supporting not raiding
[email protected] | Twitter: @TommyTudehope | #media140
![Page 30: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/30.jpg)
Social Media Engagement - 3Play by the rules
External Too much broadcastOnline etiquette
Internal Set effective
parameters for staff utilising social networks.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 31: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/31.jpg)
Maximising Engagement - 4Getting the balance right;
Broadcast
Social search. Going to lunch what should I have?
Distribution of external links.
Conversation.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 32: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/32.jpg)
Maximising Engagement – 5 Control your message
Consistency of message.
Staff limitations – restrict multiple authors.
Track the time of day you see maximum engagement and adjust flow accordingly.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 33: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/33.jpg)
Maximising Engagement - 6Use existing platforms:
I didn’t know you were on Twitter…
Ensure your existing comms tools are pointing towards your online presence – dockets, letters etc.
Website, email.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 34: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/34.jpg)
How to measure engagementReach – how many people
saw your activityExposure – how many
people read conversationsSentiment – how
(un)popular was your message.
Measurement aids long term success. If its not working change it. If it is enhance it. You cant improve what you don’t measure. [email protected] | Twitter: @TommyTudehope |
#media140
![Page 35: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/35.jpg)
MANAGING YOUR COMMUNITY
WHAT CAN GO WRONG AND WHY
[email protected] | Twitter: @TommyTudehope | #media140
![Page 36: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/36.jpg)
Social Media Risk - 1 Rushing into action
Hasty decisions and knee jerk reactions.
One-off approach. Focus on the wrong
platforms. Misunderstanding
the requirements and recourses.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 37: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/37.jpg)
Social Media Risk - 2Measurement
Defined measurable objectives.
Metrics that link to those objectives.
Having the right tools.
Methodology to calculate ROI.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 38: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/38.jpg)
Social Media Risk - 3Content
Can often be an afterthought. Requires
Planning Approval Guidelines Formatting.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 39: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/39.jpg)
Social Media Risk 4Failure to engage
About listening and interacting, not shouting.
Hurdles to good engagement: Interesting
content. Self focused
content. Too much self
promotion. [email protected] | Twitter: @TommyTudehope |
#media140
![Page 40: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/40.jpg)
Social Media Risk 5 Limited reach
Need a large audience.
Build over time. Without reach there
is no ROI.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 41: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/41.jpg)
How to handle dissentBe responsive – take it
on board. Create an online
culture where dissent becomes a rarity.
Cushion dissenting remarks with supportive, constructive feedback.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 43: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/43.jpg)
Queensland Police
[email protected] | Twitter: @TommyTudehope | #media140
• How to manage social media in a crisis.
• Mainstream media relied on social media for breaking news.
• Quashed rumours and misinformation.
• Regularly updated and maintained.
![Page 44: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/44.jpg)
NABInnovative for
the industry. Right tone and
language. Newsworthy.Failed to
capitalise.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 45: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/45.jpg)
Twitter – Westfield UK Competitions
Informative
Engagement
[email protected] | Twitter: @TommyTudehope |
#media140
![Page 46: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/46.jpg)
Facebook – Ikea InnovativeAllowed
personalisation and ownership
Tangible benefit
[email protected] | Twitter: @TommyTudehope | #media140
![Page 47: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/47.jpg)
YouTube – Witchery ManThe hook – a model
poses a love struck young woman, posts a video on YouTube about a man she met in a café claiming to have his jacket that he left behind.
Immediate brand recognition undone by dishonesty.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 48: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/48.jpg)
A Whopper Facebook SacrificeHook – Hungry Jacks
asked Facebook users to delete 10 friends to receive a free burger. Application was so successful it had to disabled.
Tapped into a sentiment that users could resonate with.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 50: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/50.jpg)
Gerry Harvey’s Online Tax
Sought to preach to an online audience without any online presence.
Campaign was all offline and nothing online.
No understanding of users or space.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 51: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/51.jpg)
Australian Defence ForceNo culture of online
responsibility. No education or
training for social media.
No presence. No ongoing
monitoring.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 52: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/52.jpg)
Qantas No presence on
Twitter. Crisis broke online,
offline response could not mitigate virality of online misinformation.
Share price dropped.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 53: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/53.jpg)
Commonwealth Bank Attempted to govern
social media usage through banning it.
Immediate and severe criticism from many sectors.
Sends wrong message.
Employees as champions.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 54: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/54.jpg)
Twitter - BigPondJumped into the medium
without knowing what to do.
Wrong tone and language.
Didn’t handle criticism well.
Took people off the medium.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 55: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/55.jpg)
Twitter – Coles Ran multiple
competitions on twitter. Built a sizeable database
of people.
New Twitter account
No link on their website. [email protected] | Twitter: @TommyTudehope |
#media140
![Page 56: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/56.jpg)
FIVE WAYS YOUR BUSINESS COULD USE
SOCIAL MEDIA
[email protected] | Twitter: @TommyTudehope | #media140
![Page 57: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/57.jpg)
1. Public RelationsNew and unique
opportunity to deliver a message en-masse.
Interactive. Audience reach.Low cost. Buy in from
employees.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 58: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/58.jpg)
2. Customer Support/Management
Human interaction that is personal and direct.
Social media is the new talk-back radio.
Real time.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 59: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/59.jpg)
3. Research Access to thousands
of supporters and consumers who can provide direct and instantaneous feedback.
Social media users give away more personal data than all other users.
What are consumers saying about you and or your competitors.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 60: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/60.jpg)
4. Sales New avenue to target
consumers in new markets.
Enhance and existing experience.
Leverage existing online sale points.
Consumer data.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 61: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/61.jpg)
5. Crisis ManagementHow would you respond
to a social media crisis tomorrow?
Could you correct the record?
Could you interact with journalists online?
Could you recall a product?
[email protected] | Twitter: @TommyTudehope | #media140
![Page 63: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/63.jpg)
Audit your assetsUndertaking an audit of
your social media assets is the first and best step towards social media engagement.
What are people saying about your brand online.
What are your employees saying online.
[email protected] | Twitter: @TommyTudehope | #media140
![Page 64: Building a Facebook Community | Media140](https://reader037.vdocuments.site/reader037/viewer/2022102323/554d1bd5b4c905c5208b4707/html5/thumbnails/64.jpg)
Develop a presenceStart an account on
Facebook, Twitter, YouTube or even a blog.
Start a conversation or join an existing one.
Find some friends.
[email protected] | Twitter: @TommyTudehope | #media140