Maximizing Use of Facebook and YouTube in the Donation Community

Maximizing Use of Facebook & YouTube in the Donation Community January 28, 2010 Scott Meis | Sr. Project & Social Media Director Lee Aase | Manager of Syndication & Social Media Mayo Clinic

Carolyn Grisko & Associates Inc.
Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients.
www.grisko.com

Mayo Clinic
First and largest integrated, not-for-profit group practice in the world
Significant social media presence in Facebook, YouTube, Twitter, blogs
See sharing.mayoclinic.org for links

What We’ll Cover
Facebook Trends
Personal vs. Professional Use
Groups, Causes, Pages
Promotion & Advertising
Case Study Examples

What We’ll Cover
Online Video Trends
Channel Setup
Video Creation & Production Tips
Video Promotion Tips
Case Study Examples

Facebook Best Practices

Facebook Trends – January 2010
More than 350 million users worldwide
1.2B monthly visits
8B minutes are spent on Facebook a day
10M become fans of pages a day
1.6M active pages
55M status updates each day
Source: http://www.facebook.com/press/info.php?timeline

Personal vs. Professional Use
Grouping Friends
Top 10 Privacy Settings
Facebook Etiquette
Facebook Pages

Friend Grouping

Privacy Settings

Facebook Etiquette
Pick a good photo
Fill out your bio and info, get a vanity URL
Be smart about what you post
Don’t get caught in the coworker “friending” game, use lists
Balance personal and professional updates
Don’t be a spammer
Use common sense

Groups and Causes
Group = Short-term
- Message All Members
- Similar to Page Setup
Causes = Long-term
- Application
- Email Members
Messaging & Retention

Page Utility
Creating your page
Enhancing with content
Engagement & Measurement
Page Promotion
Facebook Ads

Static FBML to Customize Page
Static FBML Application

Adjust Default Landing Tab Settings

Facebook Page Engagement
Allow Fans to Comment!
Status Updates – More than random tidbits
Use strong visuals – photos and videos
Maximize the Event tool
Be responsive and use for feedback

Additional Facebook Applications to Consider
Social RSS – Feed latest blog posts to fans
YouTube Box – Feed in YouTube video content
Causes – Show support of charity or cause
Poll – Use to crowdsource, gather feedback
Involver – Site that provides professional apps

Facebook Page Insights

Facebook Page Promotion
Cross-promote on other social media sites, Website
Source: http://www.enjoyillinois.com

Cross-promote on other social media sites, Website

Facebook Fan Box
- Embed on Site
- Easy New Fan Tool

Facebook Ads – Utility & Best Practices
Targeted, Social Action Outreach
Controlled Budget
Action Item + Fan Growth
Easy Analysis
Best Practices

Facebook Case Study #1
Partnership with US99
Static Landing Page on DLI Blog
Drive Giveaway Around Action
$250 Spend = 60 Registrations, 150 Additional Fans

Facebook Case Study #2
8 Days to 8,000 Fans Event
Promotion
- Blog post
- Facebook page event
- DLI e-news
- 3,170 new fans
Word-of-mouth does the rest with strong content !

Why Fans Matter
Direct Brand Engagement
Personal, Real-Time Feedback
Foundation for Targeted Outreach
Word-of-Mouth
Stream of New Advocates
Active Engagement = Strong SEO

Facebook Marketing Resources
Inside Facebook
All Facebook
Facebook for Business – HubSpot
Good Luck!

YouTube Best Practices

Online Video Trends
77% of Internet Users Watch Online Video
Mobile Usage Skyrocketing
13 Hours of Video Uploaded to YouTube Each Minute
Avg. YouTube Video is 2 min. 47 seconds
100 Million YouTube Visitors Each Month
Sources: http://www.slideshare.net/Louise_Gordon/state-of-online-video-glen-caruso-tremor-media , http://blog.brightcove.com/en/2009/12/trends-online-video-2010-part-1 , http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ , http://blog.cleancutmedia.com/video/youtube-statistics-the-ultimate-time-suck

Nonprofit Channel Setup
Sign Up for YouTube’s NonProfit Program
Carefully Select Your URL
Use Channel Tags
Take Advantage of Branding & Call-to-Action Overlays

Nonprofit Channel Setup – Branded Banner

10 Basic Nonprofit Video Production Tips
1. Low Budget? Try a Flip Camer a
2. Research Your Subject and Pre-Interview – The More
Personal and Emotive, the Better
3. Pay Attention to Your Background
4. Assess & Adjust Your Lighting
5. Check Your Audio and Ambient Noise

10 Basic Nonprofit Video Production Tips
6. Watch Your Framing
7. Engage Your Subject With Eye Contact
8. Shoot More Than You Need, Keep Takes Short, Gather
B-Roll
9. Log Your Footage, Use iMovie or Similar Program
10. Keep Online Videos Less Than 2 min. 30 sec.
Authentic, Relevant, Engaging!

YouTube Video Uploads
Select “Private” During Upload as a Precaution
Pay Attention to Title, Description, Tags and Category
Take Advantage of Call-to-Action Overlay
Allow Comments and Sharing
Organize with Playlists
Feature New Videos on Channel

YouTube Video Uploads

10 Nonprofit Video Promotion Tips
1. Use YouTube’s Broadcast Tool to Announce to
Subscribers
2. Upload on Additional Sites ( DoGooder , ICYou , Vimeo ,
Google Video, Yahoo Video, Blip , Transplant Café , etc.)
3. Embed Video On Your Website Homepage
4. Use Video as Content for a Blog Post
5. Share With a Facebook Page and Twitter Status Update

10 Nonprofit Video Promotion Tips
6. Incorporate Video Into Your E-News
7. Share With Company-Wide Email and Ask to Share
With Friends/Family
8. Create Local Press Release on Subject, Directing
Reporter to Video as Supplemental Content
9. NETWORK – Connect and Comment on Other YouTube
Users, Bloggers, Discussion Boards, etc.
10. Create a Series

YouTube Insights – Measure, Track, Trend

Nonprofit Video Case Study – Pink Glove Dance
Fun, Personal, Unique, Shows Sense of Community

Nonprofit Video Case Study – Mayo Clinic

YouTube Marketing Resources
Components of a Viral Video
YouTube Best Practices
http://www.diosacommunications.com/youtubebestpractices.htm
http://www.youtube.com/t/nonprofit_budget

Questions & Comments
Scott Meis
[email_address]
312-335-0100
www.grisko.com
@ ScottMeis
Lee Aase
[email_address]
@LeeAase
Suggested Reading: Beth’s Blog , SMUG , Social Media Today , Mashable , Social Media Snippets , Groundswell , The New Community Rules

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Maximizing Use of Facebook and YouTube in the Donation Community

by Scott Meis

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