Nonprofit Facebook PrimerRichie Escovedo

People are interested in interacting with social network friends, not marketers...

...maybe

but consider this...

May/09 survey — 52% of social network users had become a fan or follower of a company or brand, while 46% had said something good about a brand or company on a social networking site — double the % who had said something negative (23%).

http://www.emarketer.com/Article.aspx?R=1007252

Facebook has the marketFacebook surpassed MySpace as the leading social network in the US and leads market share of US social networking site visits. Sept/09 data — 59% of all social network category visits were at Facebook, compared with just over 30% for second-place MySpace.

http://www.emarketer.com/Article.aspx?R=1007351&N=701&No=43&

well hello

Fan Pages and Groupsparts and sections - profile images

Full size when viewing 'Wall' & 'Info' tabs Tip: Profile images 200px wide by 600px tall leverage more screen real estate

Fan Pages and Groupsparts and sections - side boxes

Tagline, basic information, your fans/members and other content

Fan Pages and Groupsparts and sections - title & tabs

Title, 'Become a Fan' or 'Join Group' link, and Tabs Note: Facebook fan pages and groups have 'Wall' and 'Info' tabs on left. Other tabs can be adjusted/modified.

Fan Pages and Groupsparts and sections - wall

You decide how the wall shows updates - just you, just your fans, or you AND your fans

Groups similar for members through customizations

Fan Pages and Groupsparts and sections - advertisements

Targeted ads - how Facebook makes its $

Tip: You will likely see fake ads for your page to get you to create your own

Fan Pages and Groupsparts and sections - publishing content

Where interactions happen Note: You determine what your fans can/cannot publish. A variety of content possible from text to complex stuff.

Fan Pages and Groupsparts and sections - additional navigation & applications

smaller logo/image 50px by 50px iconbeyond rigid 'Wall' and 'Info' comes customizations like photos, videos, calendars, discussion boards plus your own created contentno applications for Groups

Groupsparts and sections

While similar in look to Fan Pages, Groups have their pros and cons.

Let's compare...

Facebook Groupsadvantages/disadvantages

allow for bulk event invitesnow look more like pagesslightly easier to set up and managetotal control over who becomes members only visible to Facebook usersno extra applications added to themrequire regular visits to use the messaging feature

Facebook Fan Pagesadvantages/disadvantages

updates show in the fan news feedsvisible to users not registered with Facebookcontent visible before they become a fan allows for custom Facebook usernamesadd custom applications and rich contentvisitor stats (Insights) to track visitors and interactions

Facebook ExperiencesAmphibian Stage Productionshttp://www.facebook.com/pages/Amphibian-Stage-Productions/62320864644

Facebook ExperiencesTrinity Habitat for Humanityhttp://www.facebook.com/TrinityHabitat

Communication & PersonalityFacebook can simplify communication efforts. Not really simplified, rather a complex juggling and balancing of many opportunities. But you can be efficient.

http://www.flickr.com/photos/rveldwijk/2907506894/

Communication & PersonalityEfficiencies built into applications

CausesRSS FeedsPollsTwitter YouTube channelPhotosSlideshows free & paid etc.http://www.facebook.com/apps/directory.php

http://www.flickr.com/photos/silvertje/3582297307/

Communication & PersonalityThink about language use and having a voice. Be real with people.

Communication & Personality

Watch other nonprofits and their campaigns and online efforts. Can you copy/remix efforts to meet your objectives?

http://www.flickr.com/photos/mommypants/319568014/

Communication & PersonalityCreate an as-it-happens archive and interactive story.

http://www.flickr.com/photos/craigstephen/2559705249/

Communication & Personality

"...businesses across the world haven't realized that personality could be their greatest asset."

from *Personality not included by Rohit Bhargava

Customer Service & Volunteer Development

Why do people use social networks like Facebook to spout off? Because it's easy.

http://www.flickr.com/photos/anniebee/3103987824/

Customer Service & Volunteer Development

Wall posts provide you with a proactive way to track down customer service problems, correct mistakes, and learn from them

http://www.flickr.com/photos/mslivenletlive/318572306/

Customer Service & Volunteer Development

create events post updates for volunteersshare photos and videosacknowledge volunteers

http://www.facebook.com/TrinityHabitat

Donor Cultivation

Donors in the social web will come to your organization with the

expectation of being full partners in your work, not just an ATM machine to be tapped when cash is needed

Peter Dietz, founder of Social ActionsMay 2009, paraphrased

You are not going to be able to please everyone, but

everyone should see that you aim to please.

Facebook Measurement PointsFan Page Insights | pay closer attention

Fans Who Interact With OrganizationInteractionsInteractions Per PostPost QualityPostsDiscussion PostsMentions

Facebook Measurement PointsFan Page Insights | pay closer attention

All Fans of OrganizationTotal Fans/Unsubscribed FansNew/Removed FansTop CountriesDemographicsPage ViewsUnsubscribes/ResubscribesMedia Consumption

Facebook Measurement Points

social bottom line

community growthrelationships social results

What's the value of relationships?

Cultivation

Facebook Measurement Pointssharing, likes, Badges are a great way to get those loyal fans to drive traffic (and more fans) to your page.

http://www.facebook.com/facebook-widgets/index.php

Sourceshttp://www.emarketer.com/Article.aspx?R=1007351&N=701&No=43&http://www.emarketer.com/Article.aspx?R=1007252http://brucemarler.com/facebook-fan-page-vs-facebook-group/http://www.silversquareinc.com/blog/2009/11/facebook-fan-pages-are-better-than-groups/http://sproutinc.com/2009/09/dissecting-a-facebook-fan-page/http://www.timdavies.org.uk/2008/02/18/facebook-groups-vs-facebook-pages/http://my.socialactions.com/profiles/blogs/time-and-social-actionhttp://beth.typepad.com/beths_blog/2009/08/four-things-i-learned-from-nten-ask-expert-with-joe-green-from-causes-and-one-thing-i-didnt.htmlhttp://apps.facebook.com/causes/friends/causeshttp://www.facebook.com/note.php?note_id=43952236636http://www.socialmeteor.com/2009/03/17/twitter-facebook-power-proactive-customer-service/http://www.radicaltrust.ca/2008/09/25/best-practices-for-facebook-fan-pages-user-types/http://www.allfacebook.com/2009/09/how-to-monitor-your-facebook-page-insights-to-improve-content/http://www.slideshare.net/eschipul/social-media-for-non-profits-tapping-into-the-motivations-of-the-people-to-change-the-world-around-ushttp://ustandout.com/facebook/fans-promote-facebook-page-fan-badges

Questions and/or compliments?

Contact

Richie Escovedohttp://nextcommunications.blogspot.com/richie.escovedo [at] gmail.comhttp://twitter.com/vedohttp://www.linkedin.com/in/rescovedo

Nonprofit Facebook PrimerRichie Escovedo