Practical Facebook Tricks & Tips (20121017)

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This presentation/discussion will focus in on some quick and easy tips and tricks that you can use to increase your organization/cause presence on Facebook. It will include some highlighted cover areas (see schedule below), but also answer as many questions as possible from you about your Facebook Page.
See EventBrite for full Schedule: http://madtech-practical-facebook.eventbrite.com/

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  • Welcome back. This is the first Fall 2012 meet-up of MadTech. So I thought we’d start with something fun,\nbut something everyone has questions about. So I hope you brought your questions.\n\nAs always, if you have a question during the presentation, please ask. I’ll also check in at various points to \nmake sure, we’re addressing the things you want to know. Everyone’s Facebook Page or Pages will be at \ndifferent stages, so some tactics maybe great for you and others may not.\n\n
  • MadTech Meet’s is this session. The 3rd Wednesday evening of the month, 9 times a year \n(we skip December, July and August). The meetings start at 6:30pm, the presentation starts at 7pm, and we try to\nbe done by 8pm, so you can get home, watch some TV, share time with a love one, or whatever you want to do\nwith your evening. Pizza and soda is provided and we generally have space for up to 20 people.\n\nMadTech Mornings is our brand new offering. It will start the 2nd Tuesday of the month, with the first being this \nNovember 13th. It’s a breakfast meeting. So you can make it part of your work day. We’re hosting the discussions\nat Daisy Cafe & Cupcakery. We’ll run from 8am to 9:30am. Basically 8am to 8:30 is for you to grab, breakfast, coffee, \nor cupcakes (you buy), so you have 30 min to get settled in, and then we’ll start the discussion at 8:30 and run for \n30-45 min. We hope to make the morning workshops tools, ideas, and things that you can use immediately in your\nworkday.\n\nAnd lastly, MadTech Pro. We started this a year, almost 2 ago. This is our afternoon workshop/training session. There’s\ngenerally a small fee $45/$25 and the sessions run between 2-4hrs. We hope to offer these quarterly.\n\n\nNext up– Google Docs. Google Drive on Tuesday, 13 November, 8am, Daisy Cafe for MadTech Mornings. Wednesday, 21\nNovember, will tackle Listen for Social Impact\n
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  • Facebook introduce Timeline, to much dismay of users and admins everywhere. But the funny thing about Timeline, for those \nwho have taken advantage of it has increased user engagement and interaction with Pages.\n
  • Turns out its true. People like pictures. Pretty pictures, links with visual imagery, and videos can set a visual rhythm for the page, \nthat make people more likely to skim through the page, rather than just read the most recent item on the page.\n
  • While the *3 hour rule* is still a factor. Turns out that older post can get new engagement after that, if your page has a good visual\nrhythm, that attracts users to visiting it directly, versus just seeing new items from you in their status feed.\n\nWhat’s the 3 hour rule? Research has indicated, that most interaction/engagement with a post from a page, happens within the\nfirst three hours of the post. Generally, speaking, this means most marketing folks will tell you that you shouldn’t post more than ONCE\nevery THREE hours, or one post cannibalizes the next. But I say, since there is no guarantee that the same 10%, 12%, or 20% of your\nsubscribers/followers will see both posts, it’s not so much about cannibalization, but a good practice for scheduling posts or\ncreating a more consistent distribution of information. \n\nWhat does that mean? Don’t dump. It’s really easy to get in the habit of doing Facebook for 30min each morning, so you post everything\nwant people to know, in one massive session. Don’t. You can create each message at once, but schedule its delivery for different times\nduring the day.\n
  • Use imagery to your advantage. It’s not as hard as it sounds. Pictures of people, places, pets, and things work. If your organization\nisn’t taking a lot of pics, then figure out what types of pics you can share. Maybe they aren’t your own, but that’s fine. Helping\nto promote others also helps you.\n
  • Well talk about scheduling, pulling data from other sources, and actual programming your page… like Photo Fridays or\nTuesday Spotlights, etc.\n
  • We’ll cover these three items here. Scheduling Posts, Mixing in Auto-Posts, Having Special Content Days (then a 4th—\nthe importance of having multiple admins, and admin levels).\n\n
  • Facebook started offering multiple levels of administrators at the same time it added, schedule posts. You should take advantage of both.\n\nI should mention, scheduled posts can be for both future and past posts. Why past? Backfill your timeline. Maybe you’ve got two years of\nnothing. You can find some events, actions, photos, etc and fill in the holes of your timeline or if you just forgot to post something to Facebook.\n\nMaybe you didn’t post it to Facebook deliberately. Sometime you may want to do promotions that are email ONLY or Twitter ONLY or Pinterest ONLY.\nSo you can hit the channel you want, then fill in the event to Facebook later.\n\nLet’s go to your Facebook page, and test Schedule…\n\n
  • Facebook now provides you three quick methods to switch your voice. All of them are visible in this picture.\n
  • Facebook now provides you three quick methods to switch your voice. All of them are visible in this picture: The clickable down arrow, the text link,\nand the Edit Page options. People were not successfully finding just the single down arrow before, and rarely cognitive of what voice they were \nposting as. Since voice matters a lot now. Some options just aren’t available if you aren’t posting as the page. Being able to rapidly switch voice\nis valuable.\n\nAnd it’s absolutely necessary for Scheduled Posts. You’ll not see the little clock that allows you to schedule a post, if your voice isn’t that of\nyour page, rather than you.\n
  • That little clock allows you to schedule posts for the future and the past. So use it to backfill if you like, but definitely, if you ONLY have 30min \nor an hour to post and you’ve got four or five items. Post one immediately, then schedule the rest 2-3hrs out. 3hrs is ideal, remember the \n3-hour rule; but 2hrs is fine if you need more frequency to get your posts viewable during your ideal window.\n\nIdeal Window: Depending on your location, your followers, and other variables, your ideal posting time/window could be 9-5pm, 8a-12pm, or \nafter 6pm. The only way to know for certain is to run some random test. Try posting a similar item at different times during the day over the \ncourse of a week. The emphasis is SIMILAR. Don’t switch from a picture to a video to a text link. If your first test post is a link, then use another\nlink of a similar nature and potential same interest level, and try again the next day, at a different time. Do this for a week. \n\nYou may find you can post between 8am to 2pm and get a fair amount of views and interest or you may find out that no one sees your post, \nif you post before 12 noon. Some times after work gets more engagement so from 5pm to 8 or 9pm. \n\nNot every post needs to hit your ‘ideal window’. But your most important post of the day, should.\n\n\n\n
  • Services like Hootsuite, RSS, Dlvr.it and others offer ways to automatically post, blog posts, twitter feeds, etc to your Facebook\npage. This is a good way to fill in information, but you only want it to augment, not be the MAIN METHOD for interacting with\nFacebook. For example, if your website is updated multiple times a day, DONT auto-feed, examine and select (curate) which items\nwork for your Facebook audience. Now if your website/blog only gets new updates, once a week, once a month, then automate.\n\nDon’t overwhelm people with unthinking content. Do take the time to learn what your audience likes and try to give it to them.\n\nI should also mention, Facebook now penalizes automatic data. It doesn’t show up in users activity feeds as frequent as your other post,\nsometimes it’s ONLY visible from your page. It’s safe to say, if you have under 250 users, most users are viewing things from their activity stream\nnot by coming to your page, so items ONLY visible directly to page visitors aren’t helping you grow.\n\n
  • Texas AM did a 14 Days of SEC special content program. Every day they uploaded information about another school in SEC.\nI don’t know what SEC is, maybe something like the Big 5, whatever. The point is, it kept people coming back and being engaged.\n\n
  • Just be creative. You can spotlight followers, clients, customers, volunteers, participants,\nwhomever you want to build a better online relationship with. The goal is to stop talking about \nyou (your organization) and start talking about others, your supporters.\n\nSome topics may seem dry, but you can make them more interesting. For example,\nfinancial literacy isn’t the most engaging topic, but people need to learn it, some go out\nof there way to learn. Use a cell phone, a flip camera, and create a ‘what we learned this\nweek’ video— 1-3min, with participants from classes or workshop discussing what and\nwhy they found interesting.\n\n
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  • So we’re strong advocates for having some money to use for Facebook promotions. Facebook promotions are very cheap, and can make the\ndifference between a few hundred extra likes, better audience reach for important events, posts, etc. You can have an annual budget of $100\n\nReally, an annual budget of $100 could get you four $25 Facebook Ad Campaigns to grow your followers or promote events, etc.\nA $100 can be used to run 20 Promoted Posts at $5 each or split between 10 Promoted Posts at $5 and 2 $25 ad campaigns, etc.\n\nWhat it does, is give you breathing room to extend your reach, when your natural reach, just isn’t far enough.\n\n
  • Really, an annual budget of $100 could get you four $25 Facebook Ad Campaigns to grow your followers or promote events, etc.\nA $100 can be used to run 20 Promoted Posts at $5 each or split between 10 Promoted Posts at $5 and 2 $25 ad campaigns, etc.\n\nWhat it does, is give you breathing room to extend your reach, when your natural reach, just isn’t far enough.\n\n
  • Create multiple ads to help build an audience for your Page\nUse the targeting options to show your ads to only the people you want reach\nSee which versions of your ads work best\n\nWith Facebook Ads you can get new followers for as low as .25 each (if your lucky) or for upwards of $1 each.\nDifferent days, different times, and different targets will adjust the rate you pay. You can also use pay per\nview or pay per click (like). Pay for action- you want more followers, pay for the follow, not the view.\n\nTry different time periods, run the first campaign on a Mon or Tues, let it run till your out of money ($25). \nThis could be one day or three days, depending on your current level of followers. Note: If you have less than\n50 followers, don’t base your like campaign on friends of followers— use other targeting methods, like\nCity, State, Interest.\n\nOn your next campaign, remember you get 4 of them, so you want to improve your stats each campaign, if \npossible. So on your next campaign, run a weekend campaign, see if more of the people you want to have follow\nyou are on Facebook over the weekend. The basics of the campaign are still the same. $25 limit, paying for\nactual likes, trying to get the lowest cost per click possible. Do keep the cost in the recommend target range,\nor you may get no views at all, meaning no clicks.\n\nApply what you’ve learn and run 2 more campaigns. Doing this quarterly is great, it provides time to \nlearn your new followers, see what gets them engaged, before your next campaign. Also each campaign\nwill have a larger reach, as your number of followers grow.\n
  • A $5 Promoted Post Budget is all you need. Your post reach can grow from 25 people to 500 people or more. New reach may get you more\nlikes, comments and or shares. All are beneficial to you and your page, plus you’ve spread the word on the item you were promoting.\n\n
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  • What did we learn?\n
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  • Practical Facebook Tricks & Tips (20121017)

    1. 1. House keepingMadTech is growing. This year we’re testing,expanding our training, education, andinformation efforts into three services foryou…
    2. 2. Visual Rhythm
    3. 3. What is Visual Rhythm ?
    4. 4. What is Visual Rhythm ?
    5. 5. What is Visual Rhythm ?
    6. 6. Use Imagery to Your Advantage
    7. 7. Program Your Page
    8. 8. Program Your Page Schedule Posts for Delivery Mix-in Auto-posts Have Special Content Days
    9. 9. Program Your Page Schedule Posts for Delivery
    10. 10. Program Your Page Schedule Posts for Delivery Switching your voice; also know as using Facebook as your page, not yourself.
    11. 11. Program Your Page Schedule Posts for Delivery Switching your voice; also know as using Facebook as your page, not yourself. The Text Link. It tells you, your current voice, and asks if you wish to switch. Edit Page Option Besides from other page management items, like creating and managing admins, you can select the last option: Use Facebook as ‘Your Page Name’The clickable down arrow.If you only manage 1-5 pages thisoption works very well.
    12. 12. Program Your Page Schedule Posts for Delivery
    13. 13. Program Your Page Mix-in Auto-posts
    14. 14. Program Your Page Have Special Content Days
    15. 15. Program Your Page Have Special Content Days Ellen’Degeneres’ Facebook promotes photos by fans every Friday
    16. 16. Facebook Promotions
    17. 17. Promote Your Page Have an Annual Budget Facebook Ads Promoted Posts
    18. 18. Promote Your Page Have an Annual Budget A Facebook Promotion Budget of $100. Argue for it. It’s not that much and can help you gain a firmer ground in social media marketing and fundraising. • Run Story Campaigns to Increase Likes Friends of People Who Currently Like Your Page, Will See that they’ve Liked You. Don’t under estimate the power of ‘me too…’ • Promote Posts or Events What’s available will differ based on the number of followers you have, which is why Running Campaigns to Increase Your Followers is very important.
    19. 19. Promote Your Page Facebook Ads Ads are Available to Pages Not all promotional options are available for all Pages. If your Page has a small following, this can limit your options. Ideally you want 400+ followers to get access to most of Facebook’s Promotion options. • Run Campaigns to Increase Likes Friends of People Who Currently Like Your Page, Will See that they’ve Liked You. Don’t under estimate the power of ‘me too…’ ✓ Four Quarterly, $25 ad campaigns can grow followers; ✓ Pay for Likes not Views: Get more bang for your buck; ✓ Learn What Worked: Don’t overlook analytics;
    20. 20. Promote Your Page Promoted Posts Promoted Posts You’ll need 400 followers before you can promote post directly. • Why & When To Promote Posts Promote posts when you need as many people as possible to see it.— a fundraising event, town hall session, breaking research, give a follower acclaim… you decide. ✓ Stick to Your Limits: If you set ten $5 promotion, track them, don’t do more than planned; ✓ Promoted Posts Can More Than Triple Your Reach: Make sure your post is well designed, writing is concise and engaging, it uses good imagery, etc. before promoting, because you’ll be exposed way beyond your normal network. Make it count;
    21. 21. Ads vs Promoted Posts Ads—Increasing Followers, Promoting Your Brand. When you’re trying to improve your brand, Ads provide more bang for your buck. You can increase followers, showcase your brand, your mission, etc. They spread, you, as the word. Promoted Posts—Increasing Engagement, Promoting a Specific event, item, point of interest. Promoted post excel at increasing engagement—overall and with a specific piece of information. You may get more likes during the campaign, but it won’t be nearly as many if you ran an Ad.
    22. 22. Other Tidbits
    23. 23. What Else ? Be Succinct Clarity and brevity are appreciated. The most engaged posts on Facebook are less than 250 characters Photos, Videos, Quotes Visuals win the day. Pictures, videos, and graphics receive 180% more engagement than pure text, but quick, short quotes can also drive likes, as well. Engage You want your followers to engage with you? Don’t be afraid to engage them. Ask them their opinions.You don’t have to use the Poll or Question app. Mix it with quotes. Abraham Lincoln said, “…” do you agree?
    24. 24. What Else ? Exclusive Content Early access and exclusive content is a reward to social media followers.You can even promote it through other mediums like print or email, letting people know fans will get it first. Be Consistent Despite popular opinion, you don’t have to post daily. But you should post regularly, 3-4 times a week. Be Timely On top of being consistent, being timely is also beneficial. Mention current events, while they are current. If the presidential debates said something relevant to your field, quote it, offer your succinct opinion, then ask your fans theirs.
    25. 25. Ads vs Promoted Posts Ads—Increasing Followers, Promoting Your Brand. When you’re trying to improve your brand, Ads provide more bang for your buck. You can increase followers, showcase your brand, your mission, etc. They spread, you, as the word. Promoted Posts—Increasing Engagement, Promoting a Specific event, item, point of interest. Promoted post excel at increasing engagement—overall and with a specific piece of information. You may get more likes during the campaign, but it won’t be nearly as many if you ran an Ad.
    26. 26. Summary
    27. 27. Five Things to Remember (1) Appeal to the Visual (2) Program the Page (3) Don’t Be Afraid to Promote (4) Engage, Highlight, Exclusives (5) Insights & Analytics Required
    28. 28. Some Resources‣ 10 Best Practice Tips for Facebook Page Content Publishing http://www.jeffbullas.com/2011/11/01/10-best-practice-tips-for-facebook-page-content-publishing/‣ 6 Tips for Facebook Success http://allfacebook.com/icrossing-page-tips_b102088‣ What’s The Average Reach of Your Facebook Post http://www.socialbakers.com/blog/955-what-s-the-average-reach-of-your-facebook-post‣ 8 Scheduling Tips for Facebook http://www.socialmediaexaminer.com/facebook-scheduled-posts/‣ Collection of Tips, Tricks, and Resource Posts https://kippt.com/allgood2/madtech-practical-facebook
    29. 29. Credits by Alnisa Allgood,Coordinator, MadTech

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