Facebook Deep Dive

Turell Group Get Smart Workshop, April 2014

Transcript

1. FA C E B O O K D E E P D I V E T U R E L L G R O U P G E T S M A R T W O R K S H O P
2. T O D AY ’ S P L A N 1 . T O U R ! 2 . FA C E B O O K P L A N N I N G ! 3 . FA C E B O O K A D V E R T I S I N G ! 4 . FA C E B O O K I N S I G H T S
3. W H Y FA C E B O O K ? 1 . 3 B I L L I O N : A C T I V E M O N T H LY U S E R S 4 8 % : U S E R S L O G I N O N A N Y G I V E N D A Y 1 3 8 : A V E R A G E N U M B E R O F F R I E N D S 8 0 : A V E R A G E N U M B E R O F G R O U P S , E V E N T S , PA G E S U S E R I S C O N N E C T E D T O ! E V E RY 2 0 M I N U T E S … 1 M I L L I O N L I N K S S H A R E D 2 M I L L I O N F R I E N D S R E Q U E S T E D 3 M I L L I O N M E S S A G E S S E N T.
4. W H Y FA C E B O O K ? W H AT A R E Y O U R R E A S O N S ?
5. M Y T H : I P O S T S O M E T H I N G A S M Y PA G E A N D E V E RY O N E W H O “ L I K E S ” M Y PA G E W I L L S E E I T.
6. R E A L I T Y: A L G O R I T H M S
7. R E A L I T Y • Organic reach has dropped to as low as 1 - 2%. • Great content still gets good reach. Content matters more than ever. • You need to budget for ads & Facebook is still very cost effective. • “If you spend $1 per day on Facebook, you will get in front of 4,000 people who wouldn’t have seen you otherwise.” - MozBlog
8. Y O U C A N ’ T C O N T R O L T H E WAV E S , B U T Y O U C A N L E A R N T O S U R F
9. G L O S S A RY • About Section: Short description just below profile image. • Cover Photo: Large horizontal image. • Page Profile Picture: Primary identification image. • Friend Activity: How your (personal) friends interact with the Page • Views and Apps: Squares below the cover image with access to more info for visitors • Milestones: History or other significant events. • Activity Log: Helps manage your timeline. • Page Insights: Analytics and data • Page Roles: Administration roles • Posting as Your Page: Posting to your Page’s Timeline as your Page, not an individual.
10. L E T ’ S E X P L O R E !
11. B U I L D I N G A P L A N
12. W H AT A R E Y O U R O B J E C T I V E S ?
13. O U T P U T V S . O U T C O M E
14. • Output: To build and grow a Facebook presence for our organization. • Outcome: To increase attendance at events through social media. • Output: To create a process internally for creating, editing and managing social media content. • Outcome: To build relationships with key audience through social media engagement.
15. W H O I S Y O U R A U D I E N C E ?
16. W H AT D O Y O U H AV E T O S AY ? T H E N …
17. E D I T O R I A L C A L E N D A R S A V E Y O U R S A N I T Y ! B U I L D A N
18. Events Seasonalities News Expertise FAQs Industry/Market Trends Advice Behind the Scenes Experiences Values Quirk
19. Take Inventory • What “assets” do you have? • What do you need?
20. Photos Quotes Music Video History News Trends Data
21. T I P S F O R C R E AT I N G A N E D I T O R I A L C A L E N D A R • Consider the seasonality of your club. Build in big events. • Try an 8 - 12 week calendar cycle. • Use a shared document like a Google spreadsheet. • Consider all the “buckets” you need to fill • Repurpose! • Curate.
22. R A M P - U P • Duration: 3 - 4 • Set-up Page • Add additional content • “Like” Related Pages/ people • Share Page internally • Promote
23. FA C E B O O K E X A M P L E
24. FA C E B O O K A D S PA G E A D S P R O M O T E D P O S T S
25. G R O W T H • Duration: Month 5 - ongoing • Post regularly & work your plan. • Run FB Ads periodically • Cross-Promote
26. FA C E B O O K E X A M P L E
27. M A I N T E N A N C E • Duration: Periodic • Review data and analytics (monthly) • Refresh key graphics (quarterly) • Update like and follow lists • Revise source lists
28. G R O W T H G R O W T H M A I N T E N A N C E M A I N T E N A N C E Content is Key
29. F I V E C O N T E N T T I P S P O S T O F T E N : D A I LY U S E I M A G E S : 8 0 - 9 0 % O F T H E T I M E P R O V I D E U N I Q U E / E X C L U S I V E I N F O P R O M O T E P E R I O D I C A L LY K E E P T E X T S H O R T: 3 L I N E S M A X I M U M
30. H O W D O Y O U K N O W I F I T W O R K S ? B A S I C M E A S U R E M E N T
31. W H AT C A N Y O U K N O W ? • Interest: fans/likes, clicks, visitors • Engagement: likes, comments, shares • Action: donate, enroll, attend, join
32. L E T ’ S E X P L O R E !