Today’s session will cover….Introduce Facebook, provide brief overview of the network and show some examples of how others are using it. Teach how to strategize and plan to identify, attract, and engage potential community members. If you have questions feel free to send them in throughout the presentation, we’ll be wrapping things up by answering your questions.
This map was created to illustrate the connections between 10 million facebook friends. Founded in 2004, Facebook has seen exponential growth over the past 7 years.More than 750 million active users50% of our active users log on to Facebook in any given dayAverage user has 130 friendsPeople spend over 700 billion minutes per month on FacebookThere are over 900 million objects that people interact with (pages, groups, events and community pages)Average user is connected to 80 community pages, groups and eventsAverage user creates 90 pieces of content each monthMore than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.About 70% of Facebook users are outside the United StatesThere are more than 250 million active users currently accessing Facebook through their mobile devices.People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.Facebook has become a global village, with businesses, families, and friends. You’ll note that we will frequently use the word “community” throughout this presentation. It’s intentional.
Facebook gives you the platform to motivate and mobilize your audience and build your community of advocates and ambassadors. Without understanding your audience and your goals, the cornerstones of any successful strategy, your efforts on Facebook will fall short. It’s important to identify your audience and set goals before you start up a page. Your audience can be existing Facebook fans, or people in your offline life or personal network. Look at who they are and what is important to them. Look at what they like and how they share. Then figure out how you can position your goals and your organization in a way that inspires and motivates your audience.
(read the quote) So what do you want? If you’re going to motivate a community to do what you want, you need to have a strong sense of what exactly it is that you want. The first step is to take a look at your organization and write out a list of goals that you would like to achieve with the help of social media. You may want to grow the awareness of your organization, or perhaps you want to meet a specific holiday giving goal. It is very important that you know what you want from social media before you start – once you have the goal, you just need to figure out what path to take to get there.
We want to make sure that you understand the difference between your personal online presence VS that of your organization. Setting up a personal profile like the one on the left as your organization actually violates Facebook’s terms of service. They are constantly on the lookout for profiles that don’t belong and if they catch you, they can shut down your account without warning. You can support your organization, but you should not BE the organization. The type of content that you post on your personal page also should not mirror the content posted on your organization’s page. They should have two different voices, and your organization’s page should be more structured and organized.***Pull Landing Page
Posts and content need to be planned, etc.
Our goal inside of this slide is to tell you that there needs to be a plan in place and there needs to be consistency in your messaging. Just like any messaging that you’re currently sending out, you need to have consistency. That being said, once you start to grow your community and get people engaged, this calendar will become less important. An engaged community will let you know when to post for the maximum benefit, and they will pick up some of the communication on your behalf. This calendar provides a starting point for you, and without a structured beginning, you will have difficulty getting the maximum benefits from your page.
As you can see with the social funnel, you need awareness to get engagement, and you need engagement to get donations.
It doesn’t start with the donation, and you don’t go straight from awareness to donation. You need to get people to engage with you, and to become involved emotionally in your efforts. That requires a two way conversation – and it’s up to you to facilitate it.A good rule of thumb: if it wouldn’t be appropriate in person, it probably isn’t appropriate online…you wouldn’t post a flier on someone’s front door to ask for money, so don’t post a call for donations on someone’s personal page. Instead, you want to get them to post it themselves. How?
Develop your main message: what is your purpose? How can what you do impact and inspire your audience? Build that message into your content. Weave it into a story that can be told and retold, shared, clicked, and liked, across the web.This is something that should be done whether you have 10 fans or 10,000 fans. You can’t get from 1 to 10,000 without first getting to 100. It’s less about the numbers and more about the dedication of the audience to the cause. Their dedication will help grow the page organically. You can drive that growth by building sharing into the content.
Now that you’ve looked at your audience and you’ve set your goals, how do you figure out what to say to them? What you say and how you say it is going to be incredibly important to your success. You need to think of yourself as a salesperson: you are selling an idea and a mission. When you talk about your organization and your cause, the passion that it ignites in you is inspirational. Capture that. Bottle it. Map it out. And use it in your content.
Once you’ve identified your audiences and set some goals, you need to create a strategy to reach those goals. Is your goal to grow fans and increase awareness? You might recognize this slide. Global Giving recently held a contest that asked Project Leaders to submit photos for a photo contest. The winning photo would be determined by the number of likes that it received. The people who submitted the photos were asked to reach out to their network to promote their photo. Over the course of the contest Global Giving saw their page grow by 10,000 fans. The goal inspired the strategy. Build in sharing to the content. Create campaigns and posts with calls to action. Every like, comment, and tag, shows up on the user’s private, personal page, as well as on their newsfeeds, which all of their friends will see.
JUAlumni Screen Capture: Like, Invite Friends: Content and messaging should be built in throughout the page. Facebook is customizable, and you can use apps to create custom landing pages. These pages give you another outlet through which you can share your message, and issue calls to action. In this example you see calls to like the page, calls to share the page with your friends, access to their private network for alum, and a call to donate. Notice that the call to donate is the last thing…their goals are to grow awareness, as seen in the first two calls to action, to grow their private network, and to increase donations. We worked with them to build strong, engaging content, so awareness was key to their success. It’s hard to get engagement and donations when you don’t have an audience.
There’s nothing worse for an event planner than an empty room. You’re hosting an event, biggest event of the year, and no one shows up.Did you promote the event? Did you advertise the event in places where the people that you want to attend would see it? Without people, you’re left with an empty room. There’s nothing worse for your cause than an empty page. Building a great page with great content is, in a word, great – but without people, it’s an empty page. Facebook is really big – you can’t rely on people just finding you.
If you’re going to make the commitment to maintain and update a page, you should make the commitment to promote it properly.
When you create a page, as an admin you have certain abilities. One of these is the ability to invite your personal friends to like the page. When you go to your page, on the right hand side you should see “Invite Friends.” Click it and you will be able to invite everyone in your personal network to like your page.
Advertise the page. If you have a website, put the facebook button and link to your page on the website. If you send emails, put the link to your facebook page in your email signature. Reach out to your network and send them the link to your page, and ask them to like it. You can even import your email contacts to your facebook page. Ask them to share it with their friends. Anywhere that you’re putting out a message, whether it’s online or offline, you need to remember to include the fact that you’re involved in social.
Make A Wish used their facebook page to promote the ability to add badges and banners on their personal blogs and websites. While this is a more sophisticated application, you can take the strategy behind it and promote your goals to the community. You can use photos or texts….etc.
State your goalsKnow your audienceUse content to build relationships ABC: Always Be ConversationalLeverage the power of your existing network and connections
Learn how to create a new page and improve an existing one.Learn how to socialize your content for Facebook, and how you can customize it for your page.Learn how to energize your community and get them engaged in your cause.
Social Media Webinar Series<br />Session 1 of 3<br />Strategy & Planning<br />September 2011<br />Presented By: <br />Meg Dawes<br />Mandi Frishman<br />Josh Jordan<br />
5 Things to Remember<br />Goals | Audience | Relationships | Conversations| Connections<br />
Homework<br />Audience & Goals<br />Evaluate and Analyze<br />Refine your Message<br />Write down how you can <br /> inspire people.<br />Build Content Buckets <br />Develop a Content Calendar<br />Analyze Promotion Channels<br />Build a Strategy to Share<br />
Next Session<br />Image Courtesy of http://www.flickr.com/photos/stoneysteiner/<br />Creating & Improving Pages<br />Socializing Content<br />Energizing for Engagement<br />