Transcript of "Chicago Counts 2012 Facebook for Nonprofits"
Facebook for Nonproﬁts June 9, 2012
Why Facebook?Know why you are on Facebook and what youhope to accomplishDevelop a content strategy and calendarDevelop a community management strategy
Read The TOSBefore you start, take the time to read theTerms of Service (TOS)Many organizations operate in violation of theTOS. Facebook will remove you (withoutnotice) if you violate TOSStay abreast of changes to the TOS. Read theFacebook.com blog.
Page Not ProﬁleCreate a page NOT a personal proﬁlePages offer analyticsPages offer scheduling optionsKnow your keywords and use in page name
Compelling “Cover”Find compelling imagery foryour Timeline cover photoMake sure NOT to use callsto action or phone number(against TOS)
Be ActiveUpdate your page several times a day to stayin front of your audienceShare content that will resonate with themShare vivid imagery and video
Be ResponsiveMonitor your Facebook pageBe responsive to comments and questionsMake sure someone is responsible for the pageduring evenings and weekends
Make it Fun“Approximately 62 million U.S. Internet users — that’s27% of the total Internet-using population in the U.S.— will play at least one game on a social network on amonthly basis this year...” emarketer.comPew Research Institute study: gamiﬁcation “plays onpeople’s competitive instincts and often incorporatesthe use of rewards to drive action.”Grantoo.com
Use AppsSocial Giving is on the rise in 2012 with an averagedonation of $52. Use Facebook apps to add socialfundraising functionality to your page. Causes.com Fundrazr.com Artez.com
Facebook AdsUse Facebook ads to build awarenessUse Facebook ads to drive trafﬁc to yourwebsiteUse Facebook ads to increase your fan baseRun split A/B tests to see which ads resonate
Recent ChangesPage Post MetricsPromoted PostsPage Manager App for iPhoneSchedule PostsVaried Admin Levels
Page Post MetricsInstant reach metric at the bottom of each postSee how many people saw your postOrganic: # of people who saw your post innewsfeed, ticker or on pageViral: # of people who saw your post from afriend
Promoted PostsControversialPay $ to make sure more people see a postSome claim they have tried this and it does notwork
Page Manager AppAvailable for iPhoneAllows admins to update and manage pagefrom mobile phoneSee insights at page and post level from yourphone
Schedule PostsUntil recently, we have only been able toschedule updates using 3rd party toolsNow we can schedule posts up to six monthsin advance
ToolsShortstackPagemodoWildﬁreWooboxLiveChat for Fan Pages
What’s The One Thing?Take a risk. Add some of your most ardentsupporters as admins to extend your reachDedicate the time to monitoring your pageactivity and respondingYour Facebook page shouldn’t replace yourwebsiteProvide your audience with other ways tointeract with you
What’s the One Thing?Don’t ever put all your eggs in one basket.Remember: content you create and share onFacebook is “owned” by FacebookRead the Facebook blog to stay on top of theshifting functionality
ResourcesThe Like Economy by Brian CarterHow a Small Nonproﬁt Effectively UsedFacebook Ads (Beth Kanter’s Blog)Nonproﬁts on FacebookHow Nonproﬁts Can Use Facebook Ads--AStep by Step Guide (Pamela Grow)
Allen MirelesA marketing strategist with an affinity for technology, Allen Mireles lives at the intersection ofsocial media and traditional marketing and public relations.Mireles is a member of the inaugural Dell Customer Advisory Panel and has been called “Oneof the Top 25 Very Intelligent Businesswomen for Follow on Twitter” and one of the “20 SocialMedia Divas You Should Be Following”.Her professional background includes more than 25 years experience in marketing and publicrelations including agency work in advertising and public relations, on-camera work in televisionand on-air work in radio. She has also pent time in the trenches as a fundraiser and eventorganizer for nonprofits.Allen Mireles is a proficient trainer and public speaker and has spoken at numerousconferences including the first Exploring Social Media Business Summit with Jason Falls, TheNW Ohio Prevention Conference, the Ohio Trucking Association’s Annual Conference, SocialMedia Breakfast Toledo, PRSA, PRSSA, University of Toledo, Bowling Green State Universityand Lourdes College.Mireles combines her years of experience developing marketing and PR strategies withcreativity, practicality and in-depth understanding of social media, to deliver comprehensivesolutions for her clients.Allen Mireles blogs at http://allenmireles.com/blog and can be found on Twitter.com/allenmireles, Linkedin.com/in/allenmireles and Facebook.com/allenmireles.
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