A Field Guide to Facebook for Nonprofits By David Griner Social Media Strategist Luckie & Co. TheSocialPath.com

The Why of Facebook The Who of Facebook The How of Facebook

The Why of Facebook

The Who of Facebook

The How of Facebook

The Why of Facebook • The world’s fastest growing social network 153% growth worldwide from 2007-2008 Grew from 52.2 million users to 132 million 38% growth in North America At a time when social networking only grew 9% total Source: ComScore, Aug. 12, 2008

• The world’s fastest growing social network

153% growth worldwide from 2007-2008

Grew from 52.2 million users to 132 million

38% growth in North America

At a time when social networking only grew 9% total

Source: ComScore, Aug. 12, 2008

The Why of Facebook • How it compares to other networks: Facebook: 132 million users, 153% growth MySpace: 117 million users, 3% growth HI5: 56 million users, 100% growth Source: ComScore, Aug. 12, 2008

• How it compares to other networks:

Facebook: 132 million users, 153% growth

MySpace: 117 million users, 3% growth

HI5: 56 million users, 100% growth

The Why of Facebook • What makes Facebook great for users: Privacy barriers Clean, crisp design “ Open source” applications Easy hub for your online life

• What makes Facebook great for users:

Privacy barriers

Clean, crisp design

“ Open source” applications

Easy hub for your online life

The Why of Facebook • What makes Facebook great for marketers: Targeted advertising

• What makes Facebook great for marketers:

Targeted advertising

The Why of Facebook • What makes Facebook great for marketers: Product pages let you gather fans

• What makes Facebook great for marketers:

Product pages let you gather fans

The Why of Facebook • What makes Facebook great for marketers: Insights Platform (apps) Polls

• What makes Facebook great for marketers:

Insights

Platform (apps)

Polls

The Who of Facebook

The Who of Facebook • 56% of American users are female • Average age is about 23 • College demographic (18-21) is largest at 33% • Users over 30 are joining faster than those under 30 Sources: The Face of Facebook (TechnoMarketer, Sept. 15, 2008), Facebook social ad stats, CPMAdvisors.com

Source: The Face of Facebook (TechnoMarketer, Sept. 15, 2008 )

The Who of Facebook • Alabama users: 379,640 • Birmingham users: 74,260 • Tuscaloosa users: 31,840 Source: Facebook social ad stats (Sept. 24, 2008)

The How of Facebook

The How of Facebook • Outreach available to nonprofits: Groups Causes Customized applications Targeted advertising

• Outreach available to nonprofits:

Groups

Causes

Customized applications

Targeted advertising

The How of Facebook • Groups Official part of Facebook Doesn’t require 501(c)(3) status Can be open, closed or secret Few built-in tools for nonprofits

• Groups

Official part of Facebook

Doesn’t require 501(c)(3) status

Can be open, closed or secret

Few built-in tools for nonprofits

The How of Facebook • Causes An independently created application Limited to 501(c)(3) Built specifically to help smaller nonprofits Many “causes” can benefit one recipient

• Causes

An independently created application

Limited to 501(c)(3)

Built specifically to help smaller nonprofits

Many “causes” can benefit one recipient

The How of Facebook • How to do a Cause right Treat it as a community Use the “challenge” tools Make it part of your daily routine Involve active members as admins Focus on specific events and initiatives

• How to do a Cause right

Treat it as a community

Use the “challenge” tools

Make it part of your daily routine

Involve active members as admins

Focus on specific events and initiatives

The How of Facebook • How to do a Cause wrong Set it and forget it Use it as a megaphone instead of a group effort Have too few admins Spread your Facebook presence too thin

• How to do a Cause wrong

Set it and forget it

Use it as a megaphone instead of a group effort

Have too few admins

Spread your Facebook presence too thin

The How of Facebook • Tools to use for your Cause Positions (what you believe) Announcements Fundraising goals Media board (videos, photos, links) Discussion board E-mail all members (limit of 3 times weekly)

• Tools to use for your Cause

Positions (what you believe)

Announcements

Fundraising goals

Media board (videos, photos, links)

Discussion board

E-mail all members (limit of 3 times weekly)

The How of Facebook • Customized applications Nonprofits can create their own Requires cost and time Builds buzz and engages new audiences

• Customized applications

Nonprofits can create their own

Requires cost and time

Builds buzz and engages new audiences

The How of Facebook • Targeted advertising tips Link to your cause, app or group Mention your area or target group by name Test multiple ads and look for winners Be direct and clear Best used as part of a comprehensive media plan

• Targeted advertising tips

Link to your cause, app or group

Mention your area or target group by name

Test multiple ads and look for winners

Be direct and clear

Best used as part of a comprehensive media plan

Closing thoughts • Facebook is a rapidly growing social hub for multiple generations • The abundance of young professionals makes it an ideal place to attract volunteers • Using Facebook builds involvement for your nonprofit and shows you’re evolving • You can do a lot of outreach for little money

• Facebook is a rapidly growing social hub for multiple generations

• The abundance of young professionals makes it an ideal place to attract volunteers

• Using Facebook builds involvement for your nonprofit and shows you’re evolving

• You can do a lot of outreach for little money

Thanks for your time.