How to manage the NSS Facebook PageLorenzo Mentuccia, NSS Italy

NSS PDW Sommaroy, Norway, 12-14 June 2013

eTwinning Italia Overview 2012

Beginning: March 2012

• 1000+ fans (no Ads)

• 400,000 total views

(3 times more than our website)

• 300% growth in 2012

Second referral source of the national website after the Desktop (17%)

Fans growth

� Facebook is not a competitor of eTwinning!

it is a strong ally to foster and strenghten the eTwinning

community!

� Facebook is not a game!

it needs time, resources and planning, as the other

communication channels

� Facebook is safe if you know how to manage it!

it offers a strong promotional power for free, and its impact

is fully measurable!

3 things to remember…

What?

� Website contents: project experiences, news, tutorials,

information

�Daily activity: stories, initiatives, anticipations, purposes, thoughts,

results, anecdotes

� Events: regional, national and european events

Facebook activity

Why?

� Increase the web presence and the visibility of the NSS and Italian

eTwinning community’s activities, offering a new communication

channel

� Promote eTwinning, engaging new users to join the community

and register into the platform; motivating the eTwinners to keep them

involved

� Create and maintain a positive image of the “brand”, fostering the

sense and values of eTwinning

Facebook activity

How?

� Be direct and interesting: images can underline very well your

message. Write simple and try to catch couriousity through original contents

� Be «on time»: update with continuity, refresh contents every day, but

don’t be boring! Be aware of news or events that happened around you

� Be «2.0»: Connect your page to other social networks channels and to the

website (link and sharing tools) coordinating contents and layouts

� Be a listener of your fans, try to understand what they like, their

composition, their expectations, their requests. Measure your impact

Facebook activity

� Name and logo

� Layout cover

� Information

� App and Fb tools

Page set up

Multimedia (picture,video) = Strong impact, weak,

information

Pump up your post views!

Text= Short, simple, informal, friendly, empathic,

inspiring interaction

Links = Strong information, weak impact

Very great impact

2 Shares

5 Likes

374 total views (120 viral)

The value of images

IMPACT

13 Shares

14 Likes

1731 Total views (1394 viral)

IMPACT

Views 450%Virality 1000%

The value of time

ToolsSocial network plan

Define purposes, contents and results.

Grid on excel to schedule the posts during

the week and focus the attention on

specific issues

Desktop tools Automatic scheduling of posts and

multiple account managing system (i.e.

Hootsuite)

Be continuous and “on time”, according to what you want to communicate

� Less is more = Find a consistency that’s right for your fans

� Get in touch with your audience = Answer questions,

messages, post for special occasions

Page promotion

� Website home page links (icons or

widgets)

� Share buttons on website contents

� Share your page with friends and

colleagues

� Links on newsletters and mail signature

� Articles or Press releases online

� eTwinning Desktop news

� Quote (@) and follow influencers pages

� Facebook Campaigns (Ads for page or

single post)

Monitoring: Fb Insights

�Who are my fans?

�Who is my reached

audience?

�Are my posts viral?

Monitoring: Fb parameters

� Impression

The total views of any page content

�Reach

The number of unique views of any page content :

(Organic reach - Viral reach - Paid reach)

�Engaged users

People who have clicked within your post/update

�Talking about this

People who have created a "story" from your page posts (likes, comments, shares)

�Virality index (talking about this/reach%)

The percentage of reached people who created a «story» (TAT/reach*100)

Exporting data on excel

format file allowed

Promoting events with Facebook

European Conference Lisbon 2013 case study

� BEFORE THE EVENT

� DURING THE EVENT

� AFTER THE EVENT

Total presence: 39 posts

Period: January 24th - April 8th

Pictures

Multimedia

BEFORE THE EVENT (1-2 months before)

�WHAT: First information,

explaining the news from the

national delegation

�HOW: Alternate type of

contents in a progressive

updating

�WHY: Foster couriousity and

expectations on the audience

Site contents

Event

DURING THE EVENT

�WHAT: Show your direct

presence, focusing on the

national delegation news

�HOW: Cover the entire event

duration with pictures; update

frequently; connect other social

networks channels (Twitter,

Instagram..)

�WHY: Foster the creation of

“real time stories” by the fans

(get their attention, you are

here!)

AFTER THE EVENT(within 1 month)

�WHAT: Give the «results» of the

event (in depth content)

�HOW: Post all the multimedia

materials (speech, presentations,

video, album), showing insight data of

workshops, plenary sessions…

�WHY: spread the event duration in

the fans

0

500

1000

1500

2000

2500

gen-13 feb-13 mar-13 apr-13

eTwinning European Conference 2013 impact

Impression

Reach

Engaged

Talking about this

Pe

op

le

9 postsVirality 6%

23 postsVirality 5%

7 postsVirality 3%

• Post number and frequency don’t impact on page virality

• «Visibility» doesn’t always mean «virality»

• Right content at right time is the RULE! (be original!)

Thanks!!!Answers or info: l.mentuccia@indire.it