Building a Facebook Community | Media140

How to build a Facebook communityThomas Tudehope

Director, SR7

[email protected] | Twitter: @TommyTudehope | #media140

TodaySocial media trendsHow to build a Facebook community. Best and worse case examples.First steps in social media.


Background SR7 – reputation and risk management Press Secretary for Malcolm Turnbull US Elections Sky News Not a GEEK


Why Social Media MattersIf you’re not there someone else is.

Where the action is.

New consumers in new markets.

Mitigate the risk.

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


It’s all about LOVE & TRUST


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.


HOW TO BUILD A FACEBOOK

COMMUNITY

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?

Understand your audienceHow many? What are they

most concerned about?

What is the frequency of activity?

Emerging trends?

Penetrate your audienceParticipate as an

interested party. Identify and

communicate with field leaders.

Make friends. Contribute ideas.

Establish a Facebook PageSimplest and

easiest way for a business to participate on Facebook.

Have a plan. Use all the

features on the page.

ContentStill king on the

interwebs.Keep updates short

and sharp. Ensure the page

has enough relevant information.

Regular, not spam.

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.

Encourage sharing

Facilitate discussions

Keep conversations topical. Avoid technical ‘know how’. Pose questions.

Update your status (often)

• Short, simple and factual. • Update as often as possible. • Questions and answers.

Measure and measure often

How to grow your fan base? Organically

Paid advertising

WOW factor

MyCammeray Identified the

audience as upwardly mobile, family orientated.

Used Facebook but not other social media.

Loved the area. Shopping and a

disposable income.

MyCammeray Photo Competition Build around the

love of the area, photography and shopping centre.

Designed to build brand and community recognition.

Long term followers.

MyCammeray Incentive$2000 Camera. Had to like the

page. Most votes for a

photo would be eventual winner.

Viral.

The MyCammeray PageSimple.

Functional.

User friendly.

HTML Landing PageHighly

customized. Encouraged

like. Mini website. Prominent.

Results 4000 fans in 4

weeks. Local press

coverage. Social media

goodwill for the brand.

Lasting connection with fans.

SOCIAL MEDIA ENGAGEMENT

GETTING THE MOST BANG FOR YOUR BUCK


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.


Maximising Engagement - 2Peer to peer

Build relationships with like minded users

Join groupsBecome known to

“field leaders” Supporting not raiding


Social Media Engagement - 3Play by the rules

External Too much broadcastOnline etiquette

Internal Set effective

parameters for staff utilising social networks.


Maximising Engagement - 4Getting the balance right;

Broadcast

Social search. Going to lunch what should I have?

Distribution of external links.

Conversation.


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.


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.


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

MANAGING YOUR COMMUNITY

WHAT CAN GO WRONG AND WHY


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.


Social Media Risk - 2Measurement

Defined measurable objectives.

Metrics that link to those objectives.

Having the right tools.

Methodology to calculate ROI.


Social Media Risk - 3Content

Can often be an afterthought. Requires

Planning Approval Guidelines Formatting.


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

Social Media Risk 5 Limited reach

Need a large audience.

Build over time. Without reach there

is no ROI.


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.


CASE STUDIES THAT WORK


Queensland Police


• 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.

NABInnovative for

the industry. Right tone and

language. Newsworthy.Failed to

capitalise.


Twitter – Westfield UK Competitions

Informative

Engagement

[email protected] | Twitter: @TommyTudehope |

#media140

Facebook – Ikea InnovativeAllowed

personalisation and ownership

Tangible benefit


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.


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.


CASE STUDIES THAT DON’T WORK


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.


Australian Defence ForceNo culture of online

responsibility. No education or

training for social media.

No presence. No ongoing

monitoring.


Qantas No presence on

Twitter. Crisis broke online,

offline response could not mitigate virality of online misinformation.

Share price dropped.


Commonwealth Bank Attempted to govern

social media usage through banning it.

Immediate and severe criticism from many sectors.

Sends wrong message.

Employees as champions.


Twitter - BigPondJumped into the medium

without knowing what to do.

Wrong tone and language.

Didn’t handle criticism well.

Took people off the medium.


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

FIVE WAYS YOUR BUSINESS COULD USE

SOCIAL MEDIA


1. Public RelationsNew and unique

opportunity to deliver a message en-masse.

Interactive. Audience reach.Low cost. Buy in from

employees.


2. Customer Support/Management

Human interaction that is personal and direct.

Social media is the new talk-back radio.

Real time.


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.


4. Sales New avenue to target

consumers in new markets.

Enhance and existing experience.

Leverage existing online sale points.

Consumer data.


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?


FIRST STEPS IN SOCIAL MEDIA?


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.


Develop a presenceStart an account on

Facebook, Twitter, YouTube or even a blog.

Start a conversation or join an existing one.

Find some friends.


QUESTIONS…


Building a Facebook Community | Media140

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