20100127 facebook tips

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20100127 facebook tips

  1. 1. Today’s Webinar: Ten Tips to Attracting a Large Community to Your Facebook Page Jeff Patrick, Common Knowledge Start Time: 11:30 am PST Audio by phone: 866-740-1260 Access code: 5437600 ReadyTalk Help: 800-843-9166 “Social Networks for Nonprofits: Why You Should Grow Your Own” Download our white paper while you wait: www.commonknow.com1 © 2010 Common Knowledge www.commonknow.com
  2. 2. Facebook PrimerTen Tips for Attracting a LargeCommunity to Your Facebook PageJeff PatrickPresident415.543.7600jpatrick@commonknow.comwww.commonknow.com 2
  3. 3. House Keeping Items•  Webinar is 60 minutes long + 15 minutes questions•  You are muted•  Ask questions any time via the chat window•  Twittering today? Use #CKFB and we’ll track it•  Audio by phone: 866-740-1260 Access code: 5437600•  ReadyTalk Help: 800-843-9166•  Slides and recording will be sent to you via email3 © 2010 Common Knowledge
  4. 4. Common Knowledge Webinar SeriesNext Webinar: Social Networking for Higher Education Ten Tips for Growing & Leveraging Your Online Cmmty www.commonknow.com4 © 2010 Common Knowledge
  5. 5. Jeff Patrick President & Founder Common Knowledge www.commonknow.com jpatrick@commonknow.com Ph: 415.543.7600 Follow us on Twitter: twitter.com/commonknow5 © 2010 Common Knowledge
  6. 6. Event Fundraising on Facebook © 2010 Common Knowledge6
  7. 7. Event Fundraising on Facebook © 2010 Common Knowledge7
  8. 8. Giving through the Network (Social Network)8 © 2010 Common Knowledge
  9. 9. Peer-to-Peer Marketing9 © 2010 Common Knowledge
  10. 10. Facebook Fundraising Badge10 © 2010 Common Knowledge January 10
  11. 11. Imagine … The average Facebook profile has 130 friends.11 © 2010 Common Knowledge January 10
  12. 12. How big this gets…12 © 2010 Common Knowledge January 10
  13. 13. Here’s some #’s that will blow your mind Assume 1,000 people put a badge on their profile.13 © 2010 Common Knowledge January 10
  14. 14. Here’s some #’s that will blow your mind Assume 1,000 people put a badge on their profile. Each person has ~130 friends.14 © 2010 Common Knowledge January 10
  15. 15. Here’s some #’s that will blow your mind Assume 1,000 people put a badge on their profile. Each person has ~130 friends. That’s 130,000 people that could get exposed to the badge.15 © 2010 Common Knowledge January 10
  16. 16. Here’s some #’s that will blow your mind Assume 1,000 people put a badge on their profile. Each person has ~130 friends. That’s 130,000 people that could get exposed to the badge. Assume 1/10 of those 130,000 people in turn simply post a message to their status line: 12,000 x 130 = 1,560,000 people + 130,000 = 1,690,000!16 © 2010 Common Knowledge January 10
  17. 17. Here’s some #’s that will blow your mind Assume 1,000 people put a badge on their profile. Each person has ~130 friends. That’s 130,000 people that could get exposed to the badge. Assume 1/10 of those 130,000 people in turn simply post a message to their status line: 12,000 x 130 = 1,560,000 people + 130,000 = 1,690,000! More than 1.6 million people will get exposed to your event!17 © 2010 Common Knowledge January 10
  18. 18. Facebook HOW DOES IT WORK?18 © 2010 Common Knowledge
  19. 19. ComposerEfficient Communication Publish statuses, photos, notes and more into the Stream. Posts appear in the users profiles and on their friends’ home pages. Personal © 2010 Common Knowledge Home Page
  20. 20. Stream ColumnThe Stream shows users all postsfrom their connections in real-time.This keeps the user up-to-date oneverything that is happening in theirworld. Personal © 2010 Common Knowledge Home Page
  21. 21. FiltersFilters allow users to organize theStream column by Friend Lists formore efficient consumption. Personal © 2010 Common Knowledge Home Page
  22. 22. Engagement Ads Users are able to engage with ads in the same way they interact with other content on Facebook, without leaving their home page. Personal© 2010 Common Knowledge Home Page
  23. 23. Facebook is Different your brand Your typical impression Your A Facebook Impression Brand © 2010 Common Knowledge
  24. 24. Fans are long-lasting connections Make them. Use them. Forever.Brand Building connections is the foundation of developing your own marketing channel ▪  Your Facebook Page allows you to develop deep relationship with consumers ▪  Once you make a connection, you can message them whenever you want ▪  Foster a two-way dialogue ▪  An efficient way to reach and share information with your audience © 2010 Common Knowledge
  25. 25. Connections meet multiple objectives Connections © 2010 Common Knowledge
  26. 26. Engagement ads encourage action andconnection▪  Users engage with your ads the same way they interact with other content on Facebook Event ▪  Users remain on the home page Video commenting ▪  Engagement sparks organic sharing to the user’s friends ▪  All dimensions of targeting Become a fan available Poll Virtual gift © 2010 Common Knowledge
  27. 27. Develop deep relationships with your Supporters When stories are They also appear in published to the Public fans’ home page Profile wall... Stream Fans can engage with your posts from their Public Profile User home page home page 2-way communication © 2010 Common Knowledge
  28. 28. Amplified Reach▪  Free, extended reach through socially generated impressions.*▪  Captivating content has long life cycles as a result of others re- posting, commenting and liking. Socially generated impression: An impression that is generated by, and refers to, engagement with Facebook content (including ads) by a friend © 2010 Common Knowledge
  29. 29. Pages, Groups and Causes FACEBOOK29 © 2010 Common Knowledge January 2010
  30. 30. Understanding Facebook So many choices: Groups, Pages, Applications, and Causes. –  Groups: A way to dip your toe, run a small campaign or host a smaller organization. –  Pages: Improved communication with supporters, metrics, and control –  Causes: (Application) Dedicated presence with features specifically for nonprofits. –  Applications: Piece of software written for and running within Facebook. Features interact with FB social tools.30 © 2010 Common Knowledge
  31. 31. Jeff Patrick FACEBOOK PROFILE31 © 2010 Common Knowledge
  32. 32. 32 © 2010 Common Knowledge June 2008
  33. 33. Understanding Facebook Groups –  Starter organization profile –  Typically used by smaller organizations or chapters of a larger nonprofit –  Easy to set up; good place to dabble with Facebook –  User actions display on their profile and in their friends’ news feeds –  Limitations •  Updating and notification capabilities restricted • No applications33 © 2010 Common Knowledge
  34. 34. Facebook Group ARTHRITIS FOUNDATION34 © 2010 Common Knowledge
  35. 35. 35 © 2010 Common Knowledge
  36. 36. Understanding Facebook Pages –  Facebook’s preferred location for big organizations, brands, and public entities on Facebook –  Message entire “Fan” base –  “Status update” updates users’ profiles and displays in their friends’ newsfeeds –  Pages use applications –  **Advanced Reporting** –  Real time feedback from supporters (or critics)36 © 2010 Common Knowledge
  37. 37. Facebook Page EQUALITY CALIFORNIA NO ON PROP 837 © 2010 Common Knowledge
  38. 38. 38 © 2010 Common Knowledge
  39. 39. Page vs. Group in Facebook Page Groups39 © 2010 Common Knowledge
  40. 40. Understanding Facebook Causes –  Very popular application on Facebook –  Users/Orgs create “Causes” to support “Beneficiaries” (nonprofits) –  Allows supporters to raise money, recruit additional supporters, and advocate on behalf of the organization –  Donations processed through Network for Good40 © 2010 Common Knowledge
  41. 41. Facebook Cause41 © 2010 Common Knowledge
  42. 42. Understanding Facebook Applications –  Applications provide the ability for people on Facebook to deepen their relationship with your organization using tools that Facebook does not provide –  Allows people to publicly identify with your organization and take action on your organization’s behalf –  Message users who have added the application to their profiles –  Integrate with your existing CRM and website –  Improved ability to use supporters social graphs42 © 2010 Common Knowledge
  43. 43. Fundraising Application © 2010 Common Knowledge43
  44. 44. Dont just send friends any gift, send a gift that makes a difference. 50% of all proceeds go to animal charities you choose. Adopting pets from Pets Cybershelter helps REAL animals! Send friends a facebook family member or adopt pets for your page © 2010 Common Knowledge44
  45. 45. Facebook HEALTH ORGANIZATIONS45 © 2010 Common Knowledge January 2010
  46. 46. National MS Society (Cause)46 © 2010 Common Knowledge
  47. 47. Children’s Hospital Boston (Group)47 © 2010 Common Knowledge
  48. 48. American Heart Association (Group)48 © 2010 Common Knowledge
  49. 49. Arthritis Foundation (Page) Let’s Take a Closer Look…49 © 2010 Common Knowledge
  50. 50. Arthritis Foundation (Page)50 © 2010 Common Knowledge
  51. 51. Arthritis Foundation (Page)51 © 2010 Common Knowledge
  52. 52. Arthritis Foundation (Page)52 © 2010 Common Knowledge
  53. 53. Arthritis Foundation (Page)53 © 2010 Common Knowledge
  54. 54. American Heart Association (Application)54 © 2010 Common Knowledge
  55. 55. American Cancer Society (Group)55 © 2010 Common Knowledge
  56. 56. Commercial Social Networks MEMBER DEMOGRAPHICS56 © 2010 Common Knowledge January 2010
  57. 57. Facebook Demographics © 2010 Common Knowledge
  58. 58. MySpace Demographics © 2010 Common Knowledge
  59. 59. Twitter Demographics © 2010 Common Knowledge
  60. 60. LinkedIn Demographics © 2010 Common Knowledge
  61. 61. Side by Side Comparison61 © 2010 Common Knowledge January 10
  62. 62. Social Networks UMMM… SO WHAT IS IT?62 © 2010 Common Knowledge January 2010
  63. 63. Social Network Example - Phillipe Phillipe Soccer Team Univ of Toronto Alumni Jason Networks: • Soccer Team • U of T Alum • Nonprofit Job • Church Choir Church Choir Nonprofit Job63 © 2010 Common Knowledge
  64. 64. People and Their Virtual Social Networks COOL INSIGHTS64 © 2010 Common Knowledge January 2010
  65. 65. Simple (but Important) Concepts •  Offline Bias: Relationships on virtual social networks largely reflect offline relationships •  Priority Characteristics: Geography and occupation are the two strongest predictors for relationship determination •  Network of Networks: A large social network is actually a collection of many smaller networks •  Multiple Personas: Our role and the information and willingness to share that information varies by network.65 © 2010 Common Knowledge
  66. 66. Demographics•  Female Bias: 50% of women and 42% of men use social networks1•  Rapid Growth Among Adults: Number of adults with a social networking profile has grown from 5% to 35% between 2005 and January 2009.2•  Not “Old” People: Just 7% of adults 65 and older have a social networking profile.2 1 Marisa Taylor, Wall Street Journal, Pew Research, Oct 7, 2009 2 Pew Research, Amanda Lenhart, Jan 14, 200966 © 2010 Common Knowledge
  67. 67. Social Networks for Nonprofits IMPORTANT67 © 2010 Common Knowledge January 2010
  68. 68. Social Networking + Service = Community Social networks facilitate socializing, enhance communication and collaboration, and fundamentally grow relationships. Social networking, however, serves and embellishes the delivery of your programs and mission online. The end product is not socializing, the end product is better delivery of your mission and programs.68 © 2010 Common Knowledge
  69. 69. Acquisition via Social Network EMAIL/DONOR ACQUISITION69 © 2010 Common Knowledge
  70. 70. Acquisition Path Commercial Social Networks FaceBook Organization Online Fundraising Email Marketing/Direct Mail Solicitations © 2010 Common Knowledge70
  71. 71. Sierra Club on Facebook © 2010 Common Knowledge71
  72. 72. Sierra Club on Facebook © 2010 Common Knowledge72
  73. 73. Sierra Club Website © 2010 Common Knowledge73
  74. 74. Sierra Club Petition © 2010 Common Knowledge74
  75. 75. Sierra Club Petition © 2010 Common Knowledge75
  76. 76. Tips for Collecting Email Addresses•  Incorporate calls-to-action in your status line posts•  Activities that mobilize –  Contests –  Surveys –  E-Actions –  Volunteer Oppty’s –  E-Gifts –  E-Cards –  Donation•  Include an opt-in on conversion forms76 © 2010 Common Knowledge
  77. 77. Acquisition Paths Organization Website External Networks FaceBook Org’s Social Organization Network Online Fundraising Email Marketing/Direct Mail Solicitations © 2010 Common Knowledge77
  78. 78. Event Fundraising – Two Case Studies FACEBOOK78 © 2010 Common Knowledge
  79. 79. Event Fundraising – Take 1 © 2010 Common Knowledge79
  80. 80. •  Alliance for Lupus Research•  Event Fundraising –  5K Walk Events –  30 Cities –  Convio Friendraiser –  No Registration Fee –  $100 Fundraising Goal (Typical)80 © 2010 Common Knowledge
  81. 81. Offline Fundraising Tools Phone/Online Support Printed Donation Forms Team Building Tips Sample Fundraising Letters Printed Registration Forms81 © 2010 Common Knowledge
  82. 82. Online Fundraising Tools – Events Site •  Convio TeamRaiser •  Event Site •  Registrant Page •  Registrant Giving Form •  Registrant Email Tools •  Team Tools •  Promotional Tools •  Donor Recognition •  Gift Thermometer •  Offline Giving Options •  Phone Support82 © 2010 Common Knowledge
  83. 83. Facebook Fundraising Tools •  Displays on profile •  Org/Event branded Profile Badge •  Fundraising focused •  Personalized giving results •  Personalized donation form link •  Tabbed navigation •  Progress meter83 © 2010 Common Knowledge
  84. 84. Facebook Application •  Objectives •  Offer participants & donors a home base within Facebook •  Seamless integration with Convio •  Link participants & donors within & across events •  Leverage individual’s social map within Facebook •  Raise more donations Facebook Event Dashboard84 © 2010 Common Knowledge
  85. 85. Facebook Application •  Event Fundraising Stats •  Total Amount Donated to Event •  Total # Donations to Event •  Create profile badge button85 © 2010 Common Knowledge
  86. 86. Facebook Application •  Communications Panel •  Send message in FB •  Send message in Convio •  Comment on participant wall86 © 2010 Common Knowledge
  87. 87. Facebook Application •  Personal Fundraising Panel •  Amount I’ve given •  Amount from my donors •  Link to Convio account87 © 2010 Common Knowledge
  88. 88. Facebook Application •  Event Participants •  Friend participating in event •  Clickable to profile88 © 2010 Common Knowledge
  89. 89. Facebook Application •  Activity Feed •  Display messages for all participants related to the ALR events. •  Includes manual status updates, donations, registrations, etc.89 © 2010 Common Knowledge
  90. 90. Facebook Application •  Menu Bar •  Home: Current Page •  Fundraisers: Homepage for ALR’s event fundraisers •  Donors: Homepage for ALR’s event donors •  Invite: Invite donors (prospect) •  Donate: Link or embedded form •  About: Background info90 © 2010 Common Knowledge
  91. 91. Facebook Badges … AND SPONSORSHIP91 © 2010 Common Knowledge January 2010
  92. 92. Sponsorship Arthritis Foundation MySpace, Facebook & House Network Badge Sponsorship © 2010 Common Knowledge92
  93. 93. 93 © 2010 Common Knowledge January 2010
  94. 94. Facebook Badges BUZZ TRIANGLE94 © 2010 Common Knowledge January 2010
  95. 95. Aids LifeCycle Event95 © 2010 Common Knowledge January 2010
  96. 96. Facebook Advertising96 © 2010 Common Knowledge January 2010
  97. 97. Aids LifeCycle Facebook Page97 © 2010 Common Knowledge January 2010
  98. 98. Buzz Triangle Facebook Page Acquisition 1.  Opt-in to on-going communication 2.  Demonstrate interest Ads 3.  1st step in ladder of engagement98 © 2010 Common Knowledge January 2010
  99. 99. Event Registration Microsite99 © 2010 Common Knowledge January 2010
  100. 100. Buzz Triangle Facebook Page Ads Microsite100 © 2010 Common Knowledge January 2010
  101. 101. Stewardship Message Stream Facebook Page Day/Time Message 1/9:00 Photo contest announce 1/13:00 Virtual event announce/invite 2/8:00 Photo context announce w/ samples 2/14:00 SF event announce/invite 3/8:00 Photo contest/last chance 3/10:00 LA event announce/invite 3/14:00 Rider offer #4 for ride signup by 17:00 Micro-message stream101 © 2010 Common Knowledge January 2010
  102. 102. Facebook STATISTICS102 © 2010 Common Knowledge January 2010
  103. 103. Facebook103 © 2010 Common Knowledge January 2010
  104. 104. Facebook104 © 2010 Common Knowledge January 2010
  105. 105. Facebook105 © 2010 Common Knowledge January 2010
  106. 106. Facebook106 © 2010 Common Knowledge January 2010
  107. 107. Facebook107 © 2010 Common Knowledge January 2010
  108. 108. Facebook108 © 2010 Common Knowledge January 2010
  109. 109. Facebook109 © 2010 Common Knowledge January 2010
  110. 110. Facebook110 © 2010 Common Knowledge January 2010
  111. 111. Facebook111 © 2010 Common Knowledge January 2010
  112. 112. Facebook112 © 2010 Common Knowledge January 2010
  113. 113. Facebook113 © 2010 Common Knowledge January 2010
  114. 114. Advocacy on Commercial Social Networks PETA ON FACEBOOK114 © 2010 Common Knowledge January 2010
  115. 115. PETA’s Facebook Page115 © 2010 Common Knowledge January 2010
  116. 116. Example – Advocacy Call-to-Action116 © 2010 Common Knowledge January 2010
  117. 117. Example – Advocacy Call-to-Action Facebook Page PETA Blog Online Action Post117 © 2010 Common Knowledge January 2010
  118. 118. Example – Advocacy Call to Action118 © 2010 Common Knowledge January 2010
  119. 119. PETA Action Center119 © 2010 Common Knowledge January 2010

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