beyond the page: advanced facebook for nonprofits
DESCRIPTION
Discover how to encourage interaction, increase membership, and get more recommendations by making your Facebook page stand out using advanced techniques that get results. In this interactive webinar, you’ll learn: - 5 secrets to designing a dynamic landing tab for your page; we’ll review the elements of a great landing tab and how to optimize your content for “shareablility” - How to leverage “Places” as a nonprofit - Best practices for promoting your page (both inside and outside of Facebook!) - How to run a successful Facebook ad campaign - Strategies to increase awareness and engagement including contests and custom apps - What you need to know about admins, policies, and privacy ABOUT THE PRESENTER: Rosie Branstetter, Principal, fiveseed Rosie has led innovative strategic communications initiatives across numerous industries for more than 10 years. In 2009, she founded fiveseed, a strategic communications agency with global reach built on the philosophy of creating positive change for clients and our community. Her background includes tenure as a consultant with an advertising agency specializing in higher education, where she was responsible for account management, marketing strategy, brand development and positioning, and market research for top institutions across the U.S. Today Rosie develops and manages integrated marketing campaigns for forward‐thinking companies, nonprofits, and government agencies. And as a recognized expert in strategic marketing, she facilitates workshops and is a frequent guest speaker on topics of branding, social media, and international marketing. Rosie serves as a board member with the Colorado Chapter of the American Marketing Association, Rotary Club of Five Points Cultural District, and the Denver Young Non‐profit Professionals Network; and is actively involved in the Business Marketing Association, Frontier Asset Building, T4T Colorado, and Denver Public Schools (Goodwill Industries).TRANSCRIPT
BEYOND THE PAGE: ADVANCED FACEBOOK
FOR NONPROFITSPresented By:
Rosie BranstetterPrincipal
© 2011 fiveseed, llc. All rights reserved.
© 2011 fiveseed, llc. All rights reserved.
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
© 2011 fiveseed, llc. All rights reserved.
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
© 2011 fiveseed, llc. All rights reserved.
* Source: Mashable, @mashable
IT’S ALL ABOUT FACEBOOK
February2010
400 Million
July2010
500 Million
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© 2011 fiveseed, llc. All rights reserved.
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
© 2011 fiveseed, llc. All rights reserved.
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
© 2011 fiveseed, llc. All rights reserved.
* Source: www.involver.com
© 2011 fiveseed, llc. All rights reserved.
POLICIES AND PRIVACY
© 2011 fiveseed, llc. All rights reserved.
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!
© 2011 fiveseed, llc. All rights reserved.
* Source: MobiThinking; Facebook, January 2011
© 2011 fiveseed, llc. All rights reserved.
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
© 2011 fiveseed, llc. All rights reserved.
CASE STUDY: WWF
© 2011 fiveseed, llc. All rights reserved.
CASE STUDY: WWF
© 2011 fiveseed, llc. All rights reserved.
CASE STUDY: WWF
© 2011 fiveseed, llc. All rights reserved.
CASE STUDY: WWF
© 2011 fiveseed, llc. All rights reserved.
CASE STUDY: WWF
© 2011 fiveseed, llc. All rights reserved.
CASE STUDY: 350.ORG
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‣ What works?
• Sign up form
• Local focus
• Feedback
CASE STUDY: 350.ORG
© 2011 fiveseed, llc. All rights reserved.
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
© 2011 fiveseed, llc. All rights reserved.
BEST PRACTICES
© 2011 fiveseed, llc. All rights reserved.
BEST PRACTICES
© 2011 fiveseed, llc. All rights reserved.
BEST PRACTICES‣ Social sharing
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BEST PRACTICES‣ Tagging and Hashtags
© 2011 fiveseed, llc. All rights reserved.
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
© 2011 fiveseed, llc. All rights reserved.
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!
© 2011 fiveseed, llc. All rights reserved.