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.

1. Define, Design, Measure: Ramping Up Your Facebook Page Minds on Design Lab Social Media Breakfast August 3, 2011

2. Today’s agenda 1. Understanding Facebook interactions 2. Defining Your Facebook Goals 3. Designing Engagement 4. Practicing Engagement 5. Measuring Engagement and ROE

3. 1. Understanding Facebook interactions

4. http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/

5. 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

7. membership

8. fundraising

9. activism

15. Oceana: success using it for increased engagement, sign petition

16. T&T:Events bring many new members to the quarterly business club meetings, 10% new members to annual youth symposium

17. Canada: the online space talking about youth business, many private loan inquiries, #1 or 2 loan referral source

18. Ovarian Cancer Awareness: register people for a fundraising event

19. 3. Designing engagement

20. Successful design elements Welcome page Know your content, uniquely Program engaging content

21. Successful design elements Welcome page

22. Welcome them…strategically

24. Successful design elements Welcome page Know your content, uniquely

25. Identify the main conversation What is your page’s conversation about?

26. Give them something unique to FB

28. Unique offers only found on the Facebook Page!

31. Successful design elements Welcome page Know your content, uniquely Program engaging content

32. Brand research: engaging content design Studied how 100 top brands used social media http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

33. Design engagement for highest ROE Participate Contribute Engage Create Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Create a video, message, tweet, blog post product about the company Visit Watch Download Read Play Lowest to highest Return on Engagement * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

34. 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

35. How they influenced purchasing Participate Contribute Engage Create Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Create a video, message, tweet, blog post product about the company Visit Watch Download Read Play 20% 26% 32% 35% Percentage of each group that spurred a purchase

36. Sample engagement calendar: Can you design engagement?

37. Sample engagement calendar

38. Content creation questions Why are people interested in your organization or cause? What content creates conversation? What content could create community? What can the community create for your content? (Collaborate and empower) What content or ideas can you open up? What added value can your content offer? What does the medium dictate?

39. What experience do you design? http://www.flickr.com/photos/moriza/2565606353/

40. 4. Practicing Engagement

42. Post messages from your organization on their Facebook Pages

43. Create groups

44. Don’t be afraid to become FB friends with some of your best fans

46. Research: engaging through posts http://www.emarketer.com/Article.aspx?R=1008328

47. 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 http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html

48. ROE of FB post frequency

49. 5. Measuring engagement and ROE

50. Industry benchmarks for perspective 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. http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Are-Your-Facebook-Fans-Real-Fans/ba-p/28330

51. Know what you want to measure Remember your SMART goals!

52. There are two types of measurements Engagement and activism metrics Status Metrics (leading to ROE) http://www.flickr.com/photos/55714700@N00/5383102286/

53. 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

54. 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 inspiration http://socialmediatoday.com/index.php?q=SMC/176801

55. Measuring Facebook ROE

56. Measuring MASA’s FB app

57. 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/

58. 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

59. 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

61. 169% increase in web traffic

62. led to >50% of key purchases that weekUsed with permission from USA for UNHCR

64. Develop your content, uniquely

65. Create a content calendar, designed with engagement in mindBest Practices creating Engagement Status and Engagement Metrics, deeper metrics, leading to SMART goals

66. Debra Askanase Engagement Strategist debra@communityorganizer20.com Twitter: @askdebra Linkedin: www.linkedin.com/in/debraaskanase Slideshare: www.slideshare.net/debask Google Plus: http://gplus.to/askdebra