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Meta Publishes New ‘Community for Brands Playbook’ to Help Brands Build Engaged Online Groups

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Meta Publishes New 'Community for Brands Playbook' to Help Brands Build Engaged Online Groups


Meta has published a new guide to help brands make the most of online communities, which, as you would expect, is primarily focused on Facebook groups, but provides a range of considerations and tips that will assist in any community-based initiative.

As explained by Meta:

“Over the years we’ve seen more and more brands and organizations find success leveraging digital communities using Meta technologies, whether it be for customer support, product innovation, loyalty and engagement, customer acquisition, or retention. That’s why we developed this playbook – to showcase why it’s important for organizations to invest in community and share best practices needed to succeed.”

The 39-page playbook is split into 6 sections, looking at how to build a community, key resources for community building, Meta tools that can assist, as well as case studies to highlight how some brands have already found success with these approaches.

And there are some handy notes and pointers, including prompts to get you thinking about how to build a community:

Meta also presents an ‘ROI Framework’ for communities, which categorizes different initiatives into specific objective pillars.

Meta Community Building Guide

There are also community goals overviews:

Meta Community Building Guide

As well as engagement tips to help maximize your efforts:

Meta Community Building Guide

Meta then provides an overview of how its various communities tools can help to drive these goals, while the last section of the guide includes insights into how Canva, Marriott, Cocokind, Claussen and Tonal have used their Facebook communities to enhance community connection, and drive business outcomes.

It’s a good guide, with a range of great notes and prompts to get you thinking on your own communities approach.

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And considering that engagement with Facebook’s main news feed is in decline, groups may well be a key element to consider to maximize your efforts, while an engaged community member is also far more likely to become a paying customer, due to their affiliation with the brand beyond the basic transaction.

Even if you’re confident that you know your opportunities, it’s worth taking a look, and considering your options.

You can download Meta’s full ‘Community for Brands’ playbook here.



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Instagram Expands NFT Display Options to More Than 100 Regions

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Instagram Expands NFT Display Options to More Than 100 Regions

While NFT sales continue to decline, and interest in the first wave of digital collectibles appears to be waning, Meta is expanding its support of digital collectibles, by making its NFT display option on Instagram available in more than 100 countries, meaning that the vast majority of IG users will now have the option to display their owned works in the app.

Meta CEO Mark Zuckerberg has posted his own signed baseball card, which will soon become an NFT, to announce the expansion.

Originally launched to selected creators in the US back in May, Instagram’s NFT display option enables users to showcase their NFTs within the main IG feed, in Stories or in Direct Messages.

As you can see in this example, NFTs on Instagram will be shown with a ‘digital collectibles’ tag, which, when tapped, will display information about the creator of the work, and the ownership of that digital item.

There’ll also be a new NFT tab added to participating accounts, with a tick in a hexagon to indicate verified NFTs.

Instagram NFTs

Instagram’s NFT process supports a range of connections to the top crypto payment tools, including Coinbase, Dapper, Ethereum, Polygon, and Flow. NFT owners are also able to connect their Rainbow, Trust Wallet and MetaMask accounts to verify NFT ownership.

The expansion could see NFTs become a bigger part of the Instagram eco-system, which, on one hand, seems a little ill-timed – because as noted, NFT sales are seeing a significant decline at the moment. But on the other, the integration will provide another way to support artists, with Meta specifically highlighting the benefits for creators from underrepresented communities to monetize their work.

If people keep buying them. According to a recent report from CoinTelegraph, NFT sales declined to their lowest levels in a year in June, bringing them back to, essentially, pre-NFT hype cycle levels.

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NFT sales in 2022

Of course, the broader downturn in the crypto market would also play a big role in this, but the overall consensus is that the air is coming out of the NFT market, as buyers continue to lose money – either to scams or market shifts – and the perceived value of NFT projects becomes less and less clear.

But still, this is likely only the first wave of digital collectibles.

A lot of Web3 folk like to talk about how ‘early’ they are to these trends, as if that’s a good thing, but the fact of the matter is that these early adopters are going to lose out, repeatedly, because these early projects will largely be worthless in the long run, while NFTs, as an offering, will change and morph into new areas that could see them hold value.

Just not as expensive cartoons that look like they’ve been stolen from the walls of an elementary school corridor.

The longer-term view for NFTs is that they’ll enable the trading of digital items in the metaverse, like clothing for your avatar or in-world items. This type of marketplace is already generating millions within game worlds, like Fortnite and Roblox, and Meta’s view is that NFTs are the first step towards facilitating the same on a broader scale.

As per Meta:

We’re exploring a wide range of web3 technologies because we believe they will expand access, reduce costs, and accelerate innovation, empowering people and creators around the world. We are excited to continue listening to feedback from creators and collectors as we continue to build in this space.”

Whether crypto remains a central peg in this, or it reverts to fiat currency, the potential is there for the NFT framework to facilitate this type of cross-platform trading. But not yet.

So, yes, current Web3 folk are early. But it may not be the flex that they think.

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On another front, Meta also notes that it’s working to reduce the emissions impact associated with the display of digital collectibles by purchasing renewable energy

There are various moving parts here, but the broader view is that this is not about displaying your monkey pictures within Instagram as the end, but it’s more of a stepping stone to enable Meta to integrate the trading of digital goods into its tools, in a way that aligns with current usage trends, and doesn’t feel as intrusive as, say, Meta building its own crytocurrency.

That would raise more questions, and open the door to increased regulation. But by integrating similar tools, and aligning with popular trends, that could be a more organic way to merge in digital items and payments, without raising as many eyebrows in the process.



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