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Facebook pages and facebook groups

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Understanding the difference between Facebook pages and facebook groups. Businesses are extensively using facebook groups to engage their customers. Here we look at how effectively brands have used Facebook for marketing.
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Facebook Pages and Groups How can brands use them effectively? October 14 th , 2014 A Social Grapevine Presentation
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Page 1: Facebook pages and facebook groups

Facebook Pages and Groups How can brands use them

effectively?

October 14th , 2014A Social Grapevine Presentation

Page 3: Facebook pages and facebook groups

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

Page 4: Facebook pages and facebook groups
Page 5: Facebook pages and facebook groups
Page 6: Facebook pages and facebook groups

How does Facebook group attract customers

Close

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feed

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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. 

Page 7: Facebook pages and facebook groups

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

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up

Page 8: Facebook pages and facebook groups

• 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

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Page 9: Facebook pages and facebook groups

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

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Page 10: Facebook pages and facebook groups

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

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Pag

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Page 11: Facebook pages and facebook groups

Analytics tools which helps in knowing the number of likes, trending posts etc.

Welcome Page of Singapore Prime Minister Mr. Lee.

Page 12: Facebook pages and facebook groups

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

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Page 13: Facebook pages and facebook groups

Whats been done ?

• LINK 1

• LINK 2

…..Still a long way to go

Page 14: Facebook pages and facebook groups

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

Page 15: Facebook pages and facebook groups

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

Page 16: Facebook pages and facebook groups

Social Grapevine

Thank you


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