Beyond the Page: Advanced Facebook for Nonprofits

A full-service strategic communications agency withglobal reach founded on the principle of creatingpositive change for our clients and our community. 1. Research 2. Branding 3. Strategy 4. Creative 5. Implementation © 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

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.

WHAT’S NEW?1. Photo strip above the Wall2. 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 pixels4. Blurb box moved to info tab5. Pages can like other Pages6. Featured Pages and Admins7. Page category8. Choice for Wall posts between “Everyone” and Page posts only9. Mutual Friends and Interests * Source: www.involver.com section © 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.

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! * Source: MobiThinking; Facebook, January 2011 © 2011 ﬁveseed, llc. All rights reserved.

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.

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 SUCCESS Do give them an experience!Don’t use social media as a stand alone strategy Do listen and observe firstDon’t just post the same content on every channel Do integrate with offline communicationsDon’t use different usernames across platforms Do encourage feedback and sharingDon’t ignore the importance of training and policies Do identify and embrace influencersDon’t be timid - get out there! © 2011 fiveseed, llc. All rights reserved.

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Beyond the Page: Advanced Facebook for Nonprofits

by fiveseed on Apr 04, 2011

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Beyond the Page: Advanced Facebook for Nonprofits — Presentation Transcript