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Facebook : Channel vs. Community

Facebook : Channel vs. Community. Ren é e Mellow. @ ReneeMellow Associate Director, Social Media @ MindshareCanada Facebook.com/ MindshareCanada. COMMUNITY. 90% CONTENT CONSUMERS. 1% HEAVY ENGAGERS. 9% LIGHT ENGAGERS. The Engagement Fixation.

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Facebook : Channel vs. Community

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  1. Facebook: Channel vs. Community Renée Mellow

  2. @ReneeMellow • Associate Director, Social Media • @MindshareCanada • Facebook.com/MindshareCanada

  3. COMMUNITY 90% CONTENT CONSUMERS 1% HEAVY ENGAGERS 9% LIGHT ENGAGERS

  4. The Engagement Fixation Result: Large percentage of negative feedback

  5. “With so much focus on growing ‘bigger’ social audiences, we have to stop and ask what really drives value for brands.Is it really broadcasting to the largest audience possible?Or is it more valuable to engage a smaller group of core and targeted customers?”* *Napkin Labs Study

  6. Facebook as Channel

  7. Facebook as Channel

  8. What Makes Social Different than Other Channels? Lovely Former Colleague Friend Giving Advice

  9. What Makes Social Different than Other Channels?

  10. What Makes Social Different than Other Channels?

  11. @ReneeMellow

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