Facebook for charities

Facebook for charitiesLast updated: July 2011

Hello.These slides are intended to help charities makethe best use of the ever-changing opportunitiesoffered by Facebook.If you spot something that’s out of date, wrong ormissing, please let us know, and do share anyexamples of charities making good use of theworld’s largest social network!We hope this proves useful, please share far andwide.

Getting the message outEvery charity is different but we’d broadly prioritiseyour communication channels like so: Twitter Mobile Website Email FacebookMore important Less important

Facebook

Why focus on Facebook?• It has almost 700,000,000 users worldwide and 58% of UK population have an account (June 2011)• The ever growing scope of the site means many users are using Facebook to explore the web• It allows you to interact directly with your supporters - answering questions, sharing content - making your organisation more accessible• Your best content is easily shareable

FacebookThere’s a lot going on... News Feed Registration Like button Applications Send button Ads Pages Places Groups

The News Feed

News FeedThe stream of updates that you see after you login to Facebookis called the News Feed. It’s the core of the Facebookexperience.If you want supporters to read your updates, to interact withyour content, to respond to your calls to action - then this iswhere they need to appear.We’ll explain how to make this happen a little later on.

The Like button

Like button You’ll have seen this displayed in many different ways

Like buttonThe Like button can be placed anywhere on the web. It has two main purposes:To connect a user with your Facebook page (become a fan):• Clicking Like will make the user a fan of a speciﬁed Facebook Page, and it will share this activity for their friends to see• If you want to engage your users through Facebook, you’ll need them to click this button, so if possible add it to a prominent place on your website• The Like Box also performs this same functionTo share the web page that the button is on:• This is useful for sharing individual pieces of content e.g. blog posts

Like buttonThis is slightly more tricky to implement, but you can also allowusers to add a comment when they click the Like Button. This willincrease the exposure it has with a user’s friends.When you add a Like button toyour website, it gives you twochoices - iFrame and XFBML. Thecode for the latter will allowcomments, but it requires someextra code to be added to yourwebsite header.

Send button

Send button• Send replaces the Facebook Share button but performs a slightly different function• Clicking ‘Send’ gives users the option to email your content to a friend or post it on their wall

Pages• A Page is the FB equivalent of your website homepage• If a user Likes your Page your updates will appear in their news feed. Besides individuals interactions, this is the only way to communicate with those that Like your Page, and it can easily be hidden• As a page you can use Facebook in much the same way as a person - commenting on wall posts, liking pages, being tagged in photos etc - to do so simply select ‘Use Facebook as Page’ from the Account menu

Anatomy of a pageProﬁle picturehas a maximum Photos showsheight of 600px ﬁve most recentso can be used to photos. You canpromote key remove photosmessages but the order is randomTabs are essentiallysub pages. They areseveral standard Most recentoptions which can shows posts thatbe hidden. have been writtenApplications can be on your wall oradded as tabs. Any you’ve beenone can be default. tagged in. Can be switched off or set to default Featured Likes shows pages that you like that have been marked as The Greenpeace International page featured

Posting updates• As a page owner you can post updates in ﬁve formats: Status, Photo, Link, Video and Question• Questions are a fun way to interact with your audience. They can be set to allow users to add their own options• There is no magic formula to make your update appear - but it is more likely if the user has interacted with a previous update or if the update has lots of Likes and Comments• Keep it interesting as a user can hide all of your future updates with just two clicks

Tabs• Tabs can be used for additional content on Pages• Appear as menu below proﬁle picture, with customisable icons. Defaults include Wall, Info, Photos, Discussion• Few users click on tabs so it is better to direct to these pages from within main content area• Any tab can be set as the landing page• Tabs can be used for iFrames, exclusive content, applications and more

Exclusive content It is possible to make certain content only visible to users who ‘Like’ your page, a great way to increase fans.

iFrames• An iFrame is simply a window onto another website• With iFrames users could interact with your entire site through Facebook• But to avoid scrolling side to side, you need to set up a version that is less than 520px width• A better but more expensive option is to design a FB speciﬁc version of your site with 3 or 4 pages

iFrames An iFrame onto the Hands Up website - set up in less than 5 minutes

iFrames An example of an iFrame ‘mini-site’ built to exist within Facebook

Groups

Groups• Can be public or private• Key features: • Document sharing • Group notiﬁcations • Group chat• Useful for self-organising groups of users, but Page should always be used as main presence

Groups An example of a Facebook Group

Login• Previously known as Facebook Connect• Allows users to login to your website with their Facebook credentials, and can give various permission to your website e.g. posting to a user’s wall• Eliminates separate registration process• User gives permission to level of access set by you• Easy for users to invite FB friends / see which friends are using your website• Interactions can be shared back to Facebook

Login A Facebook Login dialog box that asks for additional permissions

Registration • A simplified version of a Login • The Registration plugin allows users to login into your site with their Facebook details, but can also work with users not on Facebook • Login can be used to fulfil an entire registration process • Extra fields can be added • Doesn’t give any additional permissions • Facebook doesn’t get your data

Registration Example of simple registration being used on FriendFeed website

Applications

Existing apps• Can be added as tabs, increasing the functionality of your Page• There is an app for just about everything - audio players, photo galleries, ecommerce engines and more.• For a full list of apps see http:// www.facebook.com/apps/directory.php

Existing appsThree to start with: • YouTube for Pages: add your latest videos to your page • Networked Blogs: import the feed from your blog • Slideshare: show visitors your latest presentations

Bespoke apps• Allow your content to be completely integrated into the Facebook experience• Users can find them within Facebook• Allow you to send notifications to users• Can access and use profile data (if user allows)• Content from apps is more likely to be shared within Facebook

Bespoke apps SuperBadger is a good example of a bespoke app - allowing users to send messages to campaign targets

Ads Users can be targeted according to speciﬁc data: location, language, demographic, likes and interests, connections, birthday and If an Ad is pointing within Facebook (to a Page, Event or Application), it can show Likes from any friends of the user. This can have a huge impact on click throughs

Sponsored stories• Sponsored stories take an activity that a user’s friends has done, relating to your Page and highlights it in a Sponsored story box on the right hand side• Can include Likes, Check ins, page posts and actions within applications• Makes clicks far more likely

Places

Places• Allows mobile users to ‘check-in’ at a speciﬁc place using location-based data, sharing this information to their wall• Allows discussions and reviews to be associated with geographical places• With Facebook Deals users can be targeted with incredibly speciﬁc location-based adverts and promotions

Some good principles

Share good contentWhether it is from your users or other organisations, if it is good andrelevant – share it

Chat, don’t broadcastAsk questions & share responses, share what users / supporters aredoing for you. Aim for a tone that is friendly and light-hearted.

Be relevantMake connections between your cause and events that are in the publicconsciousness e.g news stories, holidays, TV programmes, sport

Keep it simpleDon’t talk about too many things at once, and be speciﬁc about whatyou want people to do

Plan a supporter journeyThink about how to convert casual visitors into more engaged users –e.g. through an iFrame or by promoting a link that will capture more data

Tell storiesEncourage your users with stories of how others have progressed

Feedback and thankKeep users updated, make a big deal of successes and always thankthem for their involvement

Repeat yourselfIf there is a key message you want to get across don’t just say it once.Say it again, but say it differently

Have a moderation policyGenerally try to moderate as little as possible, but have a clear processfor dealing with inappropriate content when it does appear. Werecommend deleting spam and totally off topic responses, answeringdifﬁcult questions and ignoring crazy people!

Keep learningTry new things. Look at other charity pages. Check your stats.Prompt, inspire and amuse!

And a quick little bit about us...

What we doWe work with charities, helping them to get supportersmore involved. Web design Strategy Communication FundraisingCampaigning Social media Training

Who we work with

Thanks!ben@handsupdigital.comwww.handsupdigital.com

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Facebook for charities

by Ben Clowney on Jul 16, 2011

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Facebook for charities — Presentation Transcript