beyond the page: advanced facebook for nonprofits

BEYOND THE PAGE: ADVANCED FACEBOOK

FOR NONPROFITSPresented By:

Rosie BranstetterPrincipal

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A full-service strategic communications agency with global reach founded on the principle of creating positive change for our clients and our community.

1. Research2. Branding3. Strategy4. Creative5. Implementation

JOIN THE CONVERSATION

‣ #nonprofitSM

‣ @fiveseed

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AGENDA FOR TODAY

‣ Facebook trends and recent changes

‣ Admins, policies, and privacy

‣ Facebook places

‣ Facebook ads

‣ 5 Secrets to designing a dynamic landing page

‣ Best Practices

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* Source: Mashable, @mashable

IT’S ALL ABOUT FACEBOOK

February2010

400 Million

July2010

500 Million

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SERIOUSLY, IT’S ALL ABOUT FB‣ Facebook tops Google in page views per month (570 billion)‣ Facebook past Google in time spent‣ Facebook is now the world’s largest photosharing site‣ Trending behavior...search engine!‣ Open Graph... everything is “likeable”‣ Average user has 130 friends and 60 connections to interests

* Source: Cision/GSPM Media Survey 2010, comScore

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PROFILES‣ FOR: Individuals only, per Facebook’s Terms of Service

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PAGES‣ FOR: Individuals, such as authors or celebrities, or for non-

human entities such as products, companies, organizations and campaigns

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PAGES‣ Linked to your personal profile...Implications?

‣ Community vs. Official

‣ Page names cannot be changed...after a certain point!

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PAGES

‣ Vanity URLs

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WHAT’S NEW?1. Photo strip above the Wall

2. Tabs move to the left panel, in the form of a list (maximum of 6 above the fold)

3. Profile picture reduced from 200x600 pixels to 180x540 pixels

4. Blurb box moved to info tab

5. Pages can like other Pages

6. Featured Pages and Admins

7. Page category

8. Choice for Wall posts between “Everyone” and Page posts only

9. Mutual Friends and Interests section

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* Source: www.involver.com

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POLICIES AND PRIVACY

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POLICIES AND PRIVACY

‣ Social media policies

• Define: What is meant by “social media”

• Explain: Spell out any information that cannot be shared (proprietary or damaging information, libelous information, information with legal implications, etc)

• Identify: Clearly identify the players who will be tasked with posting and monitoring on behalf of the organization

• Record: Determine how/where logins and passwords will be stored

• Beware: Policies that are too broad or micromanage© 2011 fiveseed, llc. All rights reserved.

POLICIES AND PRIVACY

THE MOBILE REVOLUTION‣ Critical mass

‣ 5.3 billion mobile subscribers (77%)

‣ “There are more than 200 million active users (40%) currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.”

‣ Apps and gaming

‣ 2 words: Geo - Location!

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* Source: MobiThinking; Facebook, January 2011

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FACEBOOK PLACES

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FACEBOOK PLACES

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FACEBOOK PLACES

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FACEBOOK PLACES

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FACEBOOK PLACES

FACEBOOK ADS

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STEP 1: STRATEGY

- Offer

- URL

- Then what?

FACEBOOK ADS

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STEP 2: DESIGN

- Image

- Headline

- Copy

- Call-to-Action

FACEBOOK ADS

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STEP 3: AUDIENCE

- Location

- Age

FACEBOOK ADS

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STEP 3: AUDIENCE

- Likes & Interests

- Advanced Demographics

FACEBOOK ADS

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STEP 4: BUDGET

- Per day vs. Lifetime

- Timeframe

- Pricing...

FACEBOOK ADS

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STEP 4: BUDGET

- CPC or CPM?

- Bidding

FACEBOOK ADS

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FACEBOOK ADS

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5 SECRETS

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ONE: Intrigue/Fan Gate

5 SECRETS

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TWO: Interactive Content

5 SECRETS

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THREE: Sign Up / Take Action

5 SECRETS

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FOUR: Branded Pic

5 SECRETS

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FIVE: Create a Microsite

CASE STUDIES: WWF‣ What works?

• Branded landing page

• Top news algorithim

• Video

• Segmentation

• Don’t automate using RSS

• Use embedded links

• Encourage tagging/mentions

• Let the community respond

• Mobile

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CASE STUDY: WWF

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CASE STUDY: WWF

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CASE STUDY: WWF

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CASE STUDY: WWF

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CASE STUDY: WWF

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CASE STUDY: 350.ORG

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‣ What works?

• Sign up form

• Local focus

• Feedback

CASE STUDY: 350.ORG

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CASE STUDY: RED

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‣ What works?

• Sharability

• Branded promotions

• Polls

• Store

• Like related pages

CASE STUDY: RED

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CASE STUDY: RED

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CONTESTS

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BEST PRACTICES

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http://www.facebook.com/apps/directory.php

‣ Shrink your link

‣ Monitoring tools

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BEST PRACTICES

‣ Facebook Insights

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BEST PRACTICES

‣ Hootsuite

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BEST PRACTICES

BEST PRACTICES

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BEST PRACTICES

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BEST PRACTICES

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BEST PRACTICES‣ Social sharing

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BEST PRACTICES‣ Tagging and Hashtags

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BEST PRACTICES

‣ Launch the campaign around a “big moment”

‣ Use the “Rule of Thirds” *

(1/3 Web + 1/3 One Way + 1/3 Social)

= Total Online Marketing Resource

‣ Ongoing training and development of a social media policy

* Source: Beth Kanter, @kanter

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KEYS TO SUCCESSgive them an experience!

use social media as a stand alone strategy

listen and observe first

just post the same content on every channel

integrate with offline communications

use different usernames across platforms

encourage feedback and sharing

ignore the importance of training and policies

identify and embrace influencers

be timid - get out there!© 2011 fiveseed, llc. All rights reserved.

Do

Don’t

Do

Don’t

Do

Don’t

Do

Don’t

Do

Don’t

THANK YOU!

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