Post on 24-Jun-2015
description
Facebook Pages and Groups How can brands use them
effectively?
October 14th , 2014A Social Grapevine Presentation
Swathikrishna Vinayswathikrishna.pgdm15c@greatlakes.edu.in
Suhasini Jainsuhasini.pgdm15c@greatlakes.edu.in
Akanksha Rawatakanksha.pgdm15c@greatlakes.edu.in
Soochna Sahusoochna.pgdm15c@greatlakes.edu.in
Ridhima Aroraridhima.pgdm15c@greatlakes.edu.in
Jaskirat Singhjaskirat.pgdm15c@greatlakes.edu.in
TEAM
Facebook Page and GroupFacebook groups are private spaces where updates, photos can be shared with people of the group.
People become member of the group through invitation
It allows people with common interest to come together and express their opinions
Brands segment their audience through groups and allow them to have deeper conversation leading to deeper engagementCreating meaningful Facebook Groups could encourage fans to form stronger social ties with each other, with the brand at the center of those ties.
There are no quick links on groups
Facebook pages are public profile created by corporate brands to connect to people through its stories
They communicate with people through updates, events, photos and attractive campaigns
People ‘like’ these pages to connect with the brands – Fans
To promote their brand on facebook page, interaction on the pages increase the awareness about the brand, later it will create loyalty and make people recommend the brand
Engagement goes up through interactions on the page
There are quick links on the left of a facebook page which shows photos, infos and events
How does Facebook group attract customers
Close
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‘Secret’ members-only groups as networking hubs
for current customers.This targets the most
important customer of a brand. They help
customers create a personalized, private
feedback loop, which can be a priceless engagement
and retention tool.
Open groups to build
awareness, authority and
interest in your brand.
These groups belong to a
particular niche. Used not
to sell products directly,
but rather to establish the
brand as an expert and to
network w
ith others in
your industry.
A facebook group by default has certain benefits like inviting opinions from the
group members, creating events or adding new members.
If it’s an open group any facebook member can join the group and can view all contents of the group. An open group
increases exposure thereby creating more opportunities for networking.
A closed group on the other hand has its own advantages. A closed group is a
private group which prohibits access to any facebook member who is not a part
of the group. This group thus allows more control over who takes part in a group.
There is a third option of making a secret group. This means the group won’t show up in the search results. Only an existing
member can invite a new member ensuring higher privacy.
Groups work better as a tool to gather people and tend to be geared more towards interaction with each other
rather than one voice (or brand) that a fan page offers.
Pro
s of
usi
ng
a F
ace
book
Gro
up
• When you belong to a group you can add the group to your left side bar on your home page which makes it very easy to access.
• Groups are best when you want to inform a particular group of people, for example the members of your organization, your co-workers.
• The most current comment appears at the top of the wall, making it easy to see the most recent conversations.
Pro
s of
usi
ng
a F
ace
book
Gro
up
Once a group has 250 or more members you can no longer change its open or closed status.
A group does not allow you to add apps like: welcome pages, twitter integration etc.
When you join a group you are automatically ‘signed up’ for email notifications for all posts and comments which can be too overwhelming at times.
Group admins can comment only as ‘themselves’ which makes it difficult to show official posts.
There is no ‘share link’ which makes sharing photos difficult as you have to manually copy and paste the URL from your browser.
Groups are reported to be harder to find, especially if you aren’t a member.
Con
s of
usi
ng
a F
ace
book
Gro
up
Pages have more visibility on the internet.
Pages have more features when compared to Groups like welcome pages, opt in forms and twitter integration.
Pages are not limited to people who have liked them. Even though the contents in a Group are visible to everyone, the engagement is restricted. Whereas Pages offer visibility and engagement to all the fans following a particular page.
Posts on the Pages can be shared and this option is not available on Groups.
Analytics like how many likes, which post is trending etc.
When compared to Groups which are more like a Private club, Pages offer more to a Corporate whose objective is to get maximum visibility.
Pro
s of
usi
ng
a F
ace
book
Pag
e
Analytics tools which helps in knowing the number of likes, trending posts etc.
Welcome Page of Singapore Prime Minister Mr. Lee.
Pages have less control over who sees the contents.
It is very difficult to Promote a page as Facebook has disabled “Suggest to
Friends” option for Pages.
It takes longer for a page to get established because people should opt in
manually( by clicking the like button).
Pages have lower visibility in newsfeed.
C
on
s of
usi
ng
a F
ace
book
Pag
e
Whats been done ?
• LINK 1
• LINK 2
…..Still a long way to go
Facebook Groups :Demarcate the “Group” from a “Page”
DO’s Provide extra privilege to the members of the group : Content of Groups should add extra value than the page of the brand
Ask questions and ask for feedback
Prompt response to fulfill the fundamental purpose of having a group
Seize the opportunity to solve a customer problem : Provide helpful links even if they go beyond the brand
Do thank your group members for useful advice and suggestions
Refer : People use Facebook groups to look for the right people , sources or opportunities , hence make use of the network you create
DON’Ts :
Loss of credibility via spamming : thin line between messaging , conversation and spam
Overpost
Excessively self promote
Never bad mouth competitors
Basic etiquette : incorrect grammar , excessive short forms ,spammy posts, indulging into private remarks, deleting posts targeted against your brand, discussing highly controversial topics like politics and religion
Organizations that can use Facebook Groups for business
Designers for launching their new collections to a select group of people
Brands announcing special offers for a very targeted group that engages with them at a personal level
Technology companies before and after launching their products
Automotive companies with huge fan following wanting to discuss about product specifications and know what their fans love
Social cause related groups that can be used to plan large scale events collaborating resources and people who believe in the same cause
Excellent source for crowdsourcing ideas related to your product / services
Common interest groups looking for jobs , freelance opportunities in niche sectors
Social Grapevine
Thank you