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How Facebook looks at engagement through Edgerank, the latest research on how to design Facebook posts and actions for highest engagement, best practices for higher return on engagement, measuring ROE, and two case studies.
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Define, Design, Measure: Ramping Up Your Facebook Page
Minds on Design Lab Social Media Breakfast
August 3, 2011
Today’s agenda
1. Understanding Facebook interactions
2. Defining Your Facebook Goals
3. Designing Engagement
4. Practicing Engagement
5. Measuring Engagement and ROE
1. Understanding Facebook interactions
http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/
The Power of Like: EdgeRank NFO weight
Lightweight– Likes have little notice in the news stream
Middleweight- Likes that are “upgraded” to a comment have more weight
Heavyweight- The more interactions with the news stream item (tags, comments, likes, shares) the higher it will show in search and on the user’s Pages
** same principle at work with Facebook updates on your Page
2. Defining your Facebook goals
SpecificMeasurableAttainableRealisticTimely
Design your Facebook Page to meet your org or programmatic goals:
• resource awareness• membership• fundraising• activism• sign up for a program
Activities and outcomes follow
Oceana: success using it for increased engagement, sign petition
T&T: Events bring many new members to the quarterly business club meetings, 10% new members
to annual youth symposium
Canada: the online space talking about youth business, many private loan inquiries, #1 or 2 loan
referral source
Ovarian Cancer Awareness: register people for a fundraising event
3. Designing engagement
Welcome page
Know your content, uniquely
Program engaging content
Successful design elements
Welcome page
Successful design elements
Welcome them…strategically
Welcome page
Know your content, uniquely
Successful design elements
Identify the main conversation
What is your page’s conversation about?
Give them something unique to FB
Unique offers only found on the Facebook Page!
Welcome page
Know your content, uniquely
Program engaging content
Successful design elements
Studied how 100 top brands used social mediahttp://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
Brand research: engaging content design
Design engagement for highest ROE
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
Creators talked and proactively shared information about the
brand the most. They also influenced buying decisions the
most.
Low-level engagement by itself did not produce significant ROE
How they influenced purchasing
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
20% 26% 32% 35%
Percentage of each group that spurred a purchase
Sample engagement calendar: Can you design engagement?
Sample engagement calendar
1. Why are people interested in your organization or cause?
2. What content creates conversation?3. What content could create community?4. What can the community create for your
content? (Collaborate and empower)5. What content or ideas can you open up?6. What added value can your content offer?7. What does the medium dictate?
Content creation questions
What experience do you design?
http://www.flickr.com/photos/moriza/2565606353/
4. Practicing Engagement
• Send personal messages through FB to fans that post and thank them
• Post messages from your organization on their Facebook Pages
• Create groups
• Don’t be afraid to become FB friends with some of your best fans
• Always be commenting – answer every one
Engage through personal touches
http://www.emarketer.com/Article.aspx?R=1008328
Research: engaging through posts
• Post a question and ask for a response. It works!• Fans are happier engaging in contests with the
words “winning” and “events” than the words “contest” or “promotion.”
• Asking a question at the end of a post drives engagement
• “Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions
Research: engaging through posts
http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html
ROE of FB post frequency
5. Measuring engagement and ROE
Industry benchmarks for perspective
http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Are-Your-Facebook-Fans-Real-Fans/ba-p/28330
Only about 30% of the active fans re-engage with the fan page more than once (i.e. through posting).
70% of the active fans will post only once and never re-engage the fan page again!
Most people engage through the Newsfeed.
Know what you want to measure
Remember your SMART goals!
There are two types of measurements
Status Metrics (leading to ROE)
Engagement and activism metrics
http://www.flickr.com/photos/55714700@N00/5383102286/
Status metrics Engagement and activism metrics
Numbers that are not in the context of social media conversations, nor reflect the impact of social network conversations
Numbers that are in the context of social media conversations, and often reflect the impact of social network conversations
Leading to ROE Used to measure ROE
Return on Engagement (ROE) is an approach
The metric tied to time and investment spent participating or interacting with other social
media users, and in turn, what transpired that's worthy of measurement*
Hat tip to Brian Solis for the inspirationhttp://socialmediatoday.com/index.php?q=SMC/176801
Measuring Facebook ROEYour activities this week
Status metrics
Engagement metrics
Goal: download resources from website
SMART goal benchmarking
Posted two news stories
Asked open-ended question
Total Likes, new Likes, unlikes, likes per post, impressions
No. of comment that week, fan wall posts, shares, feedback %, photos shared
Number of resources downloaded from FB, referrals from Facebook, (FA), time on site
Deeper benchmarking metrics
Engagement percentage: total # who engaged/total Likes
Activism percentage: total # who downloaded/total who engaged
Measuring MASA’s FB app
ROE of social media actions: Lily the Black Bear
http://www.facebook.com/lily.the.black.bear
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
Designing Lily’s Engagement on FB
Engage: Watch videos on FB and Live cam on site, donate, read, visit site
Contribute: give opinions and feedback, vote in contests, name the bear, etc.
Participate: Facebook Friend, follow tweets, discuss and comment
Create: Post their own photos, tweet proactively, comment proactively
ROE: Lily the Black Bear132,489 Facebook fans
Raised $159,597 from 23,502 fans in one year
17,916 votes to win the second Chase Community Giving Challenge
Motivated 1793 supporters to donate $39,597 in Minnesota’s Give to the Max day
Helped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challenge
Currently helping Soudan Underground Mine State Park in MN win $200,000 in a parks challenge; activated 1 million votes
Tweetathon: • 258 people/1,524 tweets with #bluekey• 169% increase in web traffic• led to >50% of key purchases that week
Used with permission from USA for UNHCR
USA for UNHCR #bluekey Tweetathon
Workshop review
Define Your Facebook (SMART) Goals
Design Facebook Engagement for Success• Welcome them strategically• Develop your content, uniquely• Create a content calendar, designed with
engagement in mind
Best Practices creating Engagement
Status and Engagement Metrics, deeper metrics, leading to SMART goals
Debra AskanaseEngagement Strategist
[email protected]: @askdebra
Linkedin: www.linkedin.com/in/debraaskanaseSlideshare: www.slideshare.net/debaskGoogle Plus: http://gplus.to/askdebra
