facebook: putting your nonprofit face in front
DESCRIPTION
This Facebook strategy workshop was shared at a Nonprofit Resource Center workshop at the Womens Resource Center of Manatee County. Presented by Susie Bowie and Suzanne Dameron. Thanks to everyone who joined us!TRANSCRIPT
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Putting Your Nonprofit Face in Front
Leveraging Facebook for the Greater Good
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What would Greta say about this age of social media?
www.CFSarasota.org
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What we’re doing today.
• Social media: what you need to know.
• Who’s your Facebook audience?
• Your Strategy: defining goals, objectives & content on Facebook and who does what.
• Measuring your success.
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What’s the big deal with social media?
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We’re nonprofits. We like relationships.
…Right?
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What we’re NOT saying:Social media is the right communications tool for every…
* relationship
* audience
* need
But, it IS a tool we can’t ignore. It’s part of the plan.
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There’s Good News…• The tools are free.• It’s pretty easy.• Provides a way to
meet new audiences.• Provides a new way to
connect with existing fans.• Drives traffic to your
website.• Enhances your brand presence.• Not always new content.
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…And Bad News.
• Who has the time?
• You lose control of the message.
• It can get messy.
• You have to have a plan.
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What is social media? 4 things to remember.
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1. Social media is SOCIAL.
Short term: conversations Long term: relationships
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Social media is not a billboard for your nonprofit’s announcements.
We’re officially begging
you to donate & come to our events we invite
you to on Facebook. Now be quiet.
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2. Social media—like other forms of communication—insists that you ask:
“Where does my audience live & what do they like?”
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3. Like dating, social media involves TIME, TRUST and VALUE.
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4. It’s not if you’re going to play but when you’re going to play.
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60% of all donors—online and offline—did research online before
giving. (Source: Kintera)
It’s about much more than your website.
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Getting Set Up:Terms & Tips
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Most Importantly…
You want a Page (for an agency), NOT a Profile (for individuals).
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Words We Hate to Like
• Friend = Someone who elects to receive updates from your personal profile
• Like = Electing to receive updates from your organization’s Facebook page
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Your Audience:The Beginning of All Good Communications Planning
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Who is included in your nonprofit’s audience?
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• Donors
• Clients
• Staff/ Board
• Volunteers
• Members
• Media
• Funders
• Community Leaders
• Government
• Disadvantaged? Middle Income? Wealthy?
• Boomers? Gen X? Teens?
• Men? Women?
• Educated?
• Working? Retired?
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What about your Facebook audience?
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Let’s see who’s there & what they’re doing.
• More than 103 million US-based.
• People spend an average of nearly 1 hr/day.
• Pages have created more than 5.3 billion “likes.”
• Fastest growing population on Facebook = women over 55.
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On Facebook, people expect• Engagement: a mix of value, information,
entertainment.
• Integration: with other digital media.
• A variety of update types (status, video, links, photos, interaction, etc.)
• Good stuff. Users don’t like to be overwhelmed with bad news. They get that everywhere else.
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Do Facebook Users Give Money?
• Most nonprofits consider Facebook as the best social networking tool for fundraising
• 78% of NPOs that fundraise using Facebook raised $1,000 or less in 2009.
• If people give on Facebook, they tend to give in small amounts & give b/c friends ask
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Given this, who (from your overall audience) is your FACEBOOK
audience?
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Laying Out Your Facebook Plan:
Goals, Strategies & Content
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Don’t get too wrapped up in the details to start.
What is it you want your audience to do when they “like” you on Facebook?
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Examples of Goals:• Recruit Generation Xers to our volunteer program.
• Engage our members in our full our scope of services.
• Place our nonprofit at top of mind for women needing career counseling services.
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Now, fold in strategies related to achieving each goal.
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Examples of Strategies:
• Build our brand on Facebook as a resource for career-related information for women by adding 4 “value added” posts each week.
• Involve 6 current clients as brand ambassadors to refer other women using FB profiles.
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Now, determine the type of content that relates to your strategies.
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Examples of Content Plan:• Link to career related articles in news and blogs and post tips to add value
• Post photos of networking at our career events & tag people to generate viral excitement
• Share kudos/ congrats to successful women who have found jobs
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6 Ways to Annoy Your FB Fans with Bad Content
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1. Make it boring or irrelevant to your mission.
2. Talk like a text book & with jargon vs. like a friendly conversation.
3. Make it overly sad, negative or hopeless.
4. Post something that doesn’t add value.
5. Be afraid to show personality.
6. Don’t respond to comments.
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What you can listen for on Facebook
• What are people saying about your organization. (Ask!)
• What’s being said about issues related to your mission.
• Who is saying it.
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Let’s talk strategy, Gretta.
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Would Greta LIKE this? SHARE this?
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What’s YOUR
Strategy?
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Carrying out your Facebook strategy.
• Who’s in charge?
• How often do you post?
• How do you get more action?
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1 Person in Charge, Many Participating in Content.
Remember PEOPLE make “viral” work!
• Staff
• Board Members
• Clients
• Volunteers
• Funders
• Community Leaders
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Consider the power of…
• Individual Profiles
• Comments on related Facebook pages and blogs on behalf of your nonprofit
• Other strategies?
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Suggest to Friends
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Roles of the Overseer:
• Distribute social media policies
• Plan content & strategy
• Oversee responses & “listening”
• Encourage participation
• Metrics/outcomes
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Nearly 85% of nonprofit survey respondents committed at least ¼ of a full time staff member to maintaining their social networking presence in 2009.
Two thirds committed ¼ to ½ of a full-time resource.
Source: 2010 Nonprofit Social Network Survey
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Social Media Guidelines
• For you.• For your fans.• For your employees.
You need written social media guidelines
in your employee handbook.
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• Be honest and truthful.
• Be respectful of timing. (Does your board know it?)
• Reflect your nonprofit’s values.
• Respect privacy. (Of clients, donors, members, volunteers, staff, confidential “insider” info)
It’s mostly common sense.
(See Kodak, IBM, Intel SM policies)
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Promoting Your Facebook Page
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Promoting Your Facebook Page
• Link everywhere: website, e-newsletters, all electronic communication.
• Include “become a fan” on all printed material— business cards, newsletters, rack cards, etc.
• Make other (trusted) employees administrators
• Encourage others to visit you with special contests & discounts.
• “Suggest to Friends”
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Measuring Effectiveness
• Hootsuite Excellent tracking & posting of links
• Track referrals to your website Google analytics is free.
• Observe activity Comments, Likes, Posting on Your Wall
• Survey your clients, members, customers “How did you hear about us?” and Special discounts
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66 www.CFSarasota.org
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67 www.CFSarasota.org
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We thank you. Greta thanks you.
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Connect With Us.
Susie Bowie/ [email protected] 941.556.7104 @NonprofitSRQ
On Facebook: Community Foundation of Sarasota County
Suzanne Dameron/ [email protected]