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How to Leverage Facebook Groups as Human Marketing
Laurie MuellerCommunity, Facebook & Instagram
“Human marketing requires companies acting as human beings.”
http://www.business2community.com/
“The highlight was meeting other (Groups) admins and the people who actually build the product.
I am now able to see Facebook as a body of humans that care about what their users need and want.”
- Facebook Groups Leadership Conference attendee
Evolution of Social Media(Through Eyes of a Gen Xer)
70s-80s
90s
early ‘00s
mid ‘00s-present
Facebook Groups: The Platform
FB Tribes
FB Groups mobile app
Facebook Groups The Platform
Foster dynamic communities around a shared common interest or goal
Host a separate place for people to communicate, collaborate and plan
Desired audience exists within the FB ecosystem
Community of equal, valued voices
Uniquely intimate, direct connection with audience
Facebook GroupsWhy Use Them?
Page
Gro
up
Dr. Brian Jacob of the International Hernia Association
Should I Start a Group?
What do you want from your audience?
How do you want to interact with that audience?
Are you willing to invest resources to build and maintain relationships?
Set Your GroupFor Success
Starting a group
Building your community
Fostering leadership
Ensuring community health and success
Key Elements
1. Create group or leverage existing group2. Set strategy, group foundations pre-launch
Name, description
Privacy
Ground rules / guidelines
3. Thoughtfully seed initial members and content
Starting A Group
Group guidelines
Pinn
ed p
ost
Casio Privia Pro PX-5S Digital Stage Piano Group
https://www.facebook.com/groups/Casio.Px5s
1. Spend time to vet members2. Set new members up for success
Welcome message, group guidelines, offer of help
3. Create member connections4. Curate high-quality content
Themed or content-specific threads, polls No set content rules for success; depends on group’s needs
Building a Community
New-member welcomes
Face
book
mes
sage
Gro
up p
ost
Gro
up p
oll
Link
-sha
ring
thre
ad
Everything Aquatic
https://www.facebook.com/groups/EverythingAquatic/
Key characteristics1. Aligns with your philosophies and goals2. Effective communication and interpersonal skills3. Representative of audience
Leadership management1. Create secret group for leadership coordination2. Scale with group needs3. Empower and recognize leadership
Fostering Leadership
Secret admin group
AdministratorCan balance taking the group where it needs & wants to be
Invested long-term; committed to dedicating time and effort
ModeratorPeople-oriented: Welcoming, personable, patient
Mediator: Reasonable, fair, consistent
Leadership Needs
Reinforce group purpose, value, and guidelinesSupport and celebrate communitySolicit thoughtful, open dialogue
… via a clear business role and voice
Community Health & Success
Skimmbassadors
[secret group]
Facebook Groups team
Slow Cooker Recipes 4 Families
https://www.facebook.com/groups/SlowCookerRecipes4Families/
Thank you!