The Social Web, Facebook, and a Few Other Things to Think About and Do We are Media Conference February 2009

Today’s Agenda Social Media Strategy Facebook Pages Workshop Spot.us Presentation Create Your Own Social Network or Just Use Facebook February 2009

Social Media Strategy

Facebook Pages Workshop

Spot.us Presentation

Create Your Own Social Network or Just Use Facebook

Q (first) & A (ongoing!)

Social Media Strategy Activity: Ecosystem Social Media Eco-System Quick Review Who’s Your Audience? What are your organization’s social media objectives? February 2009

Social Media Eco-System Quick Review

Who’s Your Audience?

What are your organization’s social media objectives?

Social Media Strategy Activity: Facebook What are your specific Facebook objectives? Is your audience on Facebook? Can your objectives be met using Facebook? What supporter (or potential supporter) needs are you fulfilling by using Facebook? February 2009

What are your specific Facebook objectives?

Is your audience on Facebook?

Can your objectives be met using Facebook?

What supporter (or potential supporter) needs are you fulfilling by using Facebook?

Ecosystem Org Website YouTube Commercial Content Flickr MySpace Facebook Blogosphere Internal Peer Website Partner Website Sponsor Website External February 2009

Interaction Types External Networks Pier to Peer Organization’s Website Organization Organization to Peer Organization Organization Organization Facebook MySpace Flickr Peer to Peer February 2009

Acquisition Path External Networks Organization Website Organization Facebook Org’s Social Network Acquisition & Cultivation Database February 2009

Facebook Stats 50% of active users return to the site daily (AllFacebook.com) + 150 million active users (Facebook.com) Average of 120 friends per user + 3 billion minutes per day are spent on Facebook (worldwide) +15 million users update their status at least once each day +3.5 million users become fans of Pages each day February 2009

50% of active users return to the site daily (AllFacebook.com)

+ 150 million active users (Facebook.com)

Average of 120 friends per user

+ 3 billion minutes per day are spent on Facebook (worldwide)

+15 million users update their status at least once each day

+3.5 million users become fans of Pages each day

Understanding Facebook Why do people use Facebook? (Clue: It’s not because they like your non-profit) February 2009

Why do people use Facebook?

(Clue: It’s not because they like your non-profit)

Understanding Facebook Facebook best practices Authenticity: Profiles, pages, and comments Me, Me, Me: The Profile and News Feed Chirping Crickets: If you build it, they won’t necessarily come Content: It’s still king…at least if you want people to come back February 2009

Facebook best practices

Authenticity: Profiles, pages, and comments

Me, Me, Me: The Profile and News Feed

Chirping Crickets: If you build it, they won’t necessarily come

Content: It’s still king…at least if you want people to come back

Understanding Facebook Facebook best practices: Authenticity “ If you don’t want to associate your personal identity with the product or service you’re trying to promote, Facebook in not for you. Inherent in the current state of Facebook is a culture of transparency that devalues and ignores inauthenticity.” - The Facebook Marketing Bible February 2009 Discussion: What are the practical implications on profiles, pages, and comments?

Facebook best practices: Authenticity

“ If you don’t want to associate your personal identity with the product or service you’re trying to promote, Facebook in not for you. Inherent in the current state of Facebook is a culture of transparency that devalues and ignores inauthenticity.” - The Facebook Marketing Bible

Understanding Facebook Facebook best practices: Me Me Me Profile: What I’m doing Authenticity, privacy, and activity Newsfeed: What everyone else is doing Comment, like, explore Status: What I say I’m doing It’s public, personal, and consistent ** Beware: We know you feel passionate about your non-profit…don’t beat us over the head about it. February 2009 Activity: Update your status daily for six days

Facebook best practices: Me Me Me

Profile: What I’m doing Authenticity, privacy, and activity

Newsfeed: What everyone else is doing Comment, like, explore

Status: What I say I’m doing It’s public, personal, and consistent ** Beware: We know you feel passionate about your non-profit…don’t beat us over the head about it.

Understanding Facebook Facebook best practices: Chirping Crickets Update: Give people new things to looks at and do **Remember the venue (Group v. Page v. App v. Profile). **Send shareable calls to action (not press releases). **Recognize valuable members of the community. Promote: 20 per day, personal profile, advertising **Remember: It’s all about the newsfeed. ** Beware: We know you feel passionate about your non-profit…don’t beat us over the head about it. February 2009 Discussion: What kind of things would your organization have people do?

Facebook best practices: Chirping Crickets

Update: Give people new things to looks at and do **Remember the venue (Group v. Page v. App v. Profile). **Send shareable calls to action (not press releases). **Recognize valuable members of the community.

Promote: 20 per day, personal profile, advertising **Remember: It’s all about the newsfeed. ** Beware: We know you feel passionate about your non-profit…don’t beat us over the head about it.

A Tale of Two Non-Profit Facebook Pages February 2009 The Good

A Tale of Two Non-Profit Facebook Pages February 2009 And the Ugly

Most Popular Pages February 2009 Source: AllFacebook.com

Most Popular Facebook Non-Profit Pages February 2009 Source: AllFacebook.com

Most Popular Applications February 2009 Source: AllFacebook.com

Most Popular Politics Applications February 2009 Source: AllFacebook.com

Understanding Facebook Facebook best practices: Content Photos, Videos **Keep them topical: You really thought it was a good idea to post that picture of you dancing on a table at the bar last weekend? **Be vigilant: Remove spam quickly Discussions **Relax and sit back: It’s okay if everyone’s not on message **Intervene only if there is factually incorrect information **Let conversation happen organically Commenting **Good or Bad , not everything deserves a comment Applications **Appropriateness: Should the application go on your Facebook Page? **Purpose: How do you expect it will increase activity on your page? **Manageability: Will you be able to keep it up to date? June 2008

Facebook best practices: Content

Photos, Videos **Keep them topical: You really thought it was a good idea to post that picture of you dancing on a table at the bar last weekend? **Be vigilant: Remove spam quickly

Discussions **Relax and sit back: It’s okay if everyone’s not on message **Intervene only if there is factually incorrect information **Let conversation happen organically

Commenting **Good or Bad , not everything deserves a comment

Applications **Appropriateness: Should the application go on your Facebook Page? **Purpose: How do you expect it will increase activity on your page? **Manageability: Will you be able to keep it up to date?

Understanding Facebook So many choices: Groups, Pages, and Applications, oh my! Groups: A way to dip your toe or run a small campaign Pages: Improved communication with supporters, metrics, and control Applications: Improved communications, integration capabilities, supporter activities, and control February 2009

So many choices: Groups, Pages, and Applications, oh my!

Groups: A way to dip your toe or run a small campaign

Pages: Improved communication with supporters, metrics, and control

Applications: Improved communications, integration capabilities, supporter activities, and control

Facebook Pages Hands On Create your own page Update Trick out Spread the word Metrics for success February 2009

Create your own page

Update

Trick out

Spread the word

Metrics for success

Spot.us Presentation February 2009

Build Your Own Social Network or Use Facebook? Facebook-Only Pros and Cons Build Your Own-Only Pros and Cons The Answer Lies in the Social Web Eco-System Case Study: Sierra Club February 2009

Facebook-Only Pros and Cons

Build Your Own-Only Pros and Cons

The Answer Lies in the Social Web Eco-System

Case Study: Sierra Club

Case Study: Sierra Club February 2009

Build Your Own Social Network or Use Facebook? BOTH! February 2009

BOTH!

What to Take Away Social Networking is a Permanent Shift Options O’Plenty: Just About Anything is Possible Strategy Strategy Strategy: It’s a Big Eco-System, Have a Plan Community First: Community Building and Management is No Joke…Have a Plan (again) February 2009

Social Networking is a Permanent Shift

Options O’Plenty: Just About Anything is Possible

Strategy Strategy Strategy: It’s a Big Eco-System, Have a Plan

Community First: Community Building and Management is No Joke…Have a Plan (again)

Q&A

We’ll add this presentation to the wiki! www.twitter.com/commonknow February 2009