FACEBOOK 101                         Michelle Tresemer @tresemergroup                             Heidi Miller @heidimille...
WHAT IS YOUR LEVEL       OF FACEBOOK       EXPERIENCE?                [download and run PollAnywhere                      ...
Definitions                  Value                  Marketing                  Positioning Statement      @tresemergroup   ...
What        Facebook is                         One of the tools in your                         marketing toolbox      @t...
What        Facebook is                         One of the tools in your                         marketing toolbox        ...
What        Facebook is                         One of the tools in your                         marketing toolbox        ...
What        Facebook is                         One of the tools in your                         marketing toolbox        ...
What Facebook isn’t                         Silver Bullet      @tresemergroup      @heidimiller      @WA_Toxics      #NFPS...
What Facebook isn’t                         Free                         Brand strategy                         Strategize...
Why Facebook?                  700 billion        active users                                     active users that log o...
Why Facebook?                  700 billion        active users                                     active users that log o...
Why Facebook?                  700 billion        active users                                     active users that log o...
Why Facebook?                  700 billion        active users                                     active users that log o...
Why Facebook?                  700 billion        active users                                     active users that log o...
Why Facebook?                  700 billion        active users                                     active users that log o...
Why Facebook?                  700 billion        active users                                     active users that log o...
Why Facebook?      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSM                      http://blog.kissmetri...
Why Facebook?                            $0-25k     12%           Income          $25-50k              34%                ...
Why Facebook?                         Age               65+                                           2%     35-44        ...
Why Facebook?      Education          No HS Diploma 10%                            High School 10%                        ...
Why Facebook?                                                     76%                 77%                                 ...
Why Facebook?                             Gen Z        61%                            Gen Y         65%                   ...
Time costs money                     Schedule your time and track your data      @tresemergroup      @heidimiller      @WA...
Brand Personality                                Or      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesd...
SEO                  Reinforce keywords and gain referrals and inlinks                  Define and measure goals      @tres...
Sample Reporting      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
Sample Reporting         bearcreek.ccsct.com                                                               Apr 28, 2009 - ...
Sample Reporting         bearcreek.ccsct.com                                                               Apr 28, 2009 - ...
Sample Reporting         bearcreek.ccsct.com                                                               Apr 28, 2009 - ...
Sample Reporting      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
Sample Reporting                                                                              40000                How did...
Sample Reporting                How did they get to the site? +234%                   1500                                ...
Sample Reporting                    Mobile devices      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesda...
Sample Reporting                    Mobile devices                            +285%                                       ...
Sample Reporting                    Mobile devices                            +285%                                       ...
Sample Reporting                    Mobile devices                         Because of this data...                        ...
Integration                    Facebook is                    digital word-of-                    mouth      @tresemergrou...
Integration      @tresemergroup      @heidimiller      @WA_ToxicsWA_Toxics      #NFPSMTuesday, July 26, 2011
Integration      @tresemergroup      @heidimiller      @WA_ToxicsWA_Toxics      #NFPSMTuesday, July 26, 2011
Integration      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
Integration      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
Advertising      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
Advertising                                                                               $30                             ...
Advertising                                                                       Cost per           Medium        Impress...
How to       run a     Facebook       Event     Campaign      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSM...
• Know your fan base                         • Know your event’s draw                         • Create a timeline      How...
Anatomy of a Facebook                                    Page                         Wall settings                       ...
Tuesday, July 26, 2011
Set brand + others       as Wall defaultTuesday, July 26, 2011
@tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
Always let others                         post to your Wall      @tresemergroup      @heidimiller      @WA_Toxics      #NF...
Anatomy of a Facebook                                    Page                         Wall settings                       ...
@tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
Say which humans                          are posting and                              listening      @tresemergroup      ...
Link back to site(s)                                               Give mission                                           ...
@tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
@tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
@tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
@tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
@tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
@tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
@tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
@tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
Page Notifications      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
Access to Analytics      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
Access to Analytics      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
Access to Analytics      @tresemergroup      @heidimiller      @WA_Toxics      #NFPSMTuesday, July 26, 2011
Resources                                             Hubspot.com                                             Mashable.com...
Sample Set-up                  HootSuite-$6 per month (2 team members)                  SocialReport-$9 per month         ...
Beware of Jargon!                  Identify relevant and compelling hooks for the                  audience, create conten...
Mistakes happen. How you                 handle them is key      @tresemergroup      @heidimiller      @WA_Toxics      #NF...
Use profiles to prevent                           posting mishaps      @tresemergroup      @heidimiller      @WA_Toxics    ...
Credits                  Conversation prism by Brian Solis and JESS3                  Prius by flickr user Greekgeek       ...
EXTRA SLIDE just in case              Why Facebook?                  More than 750 million     Average user creates 90    ...
FACEBOOK 101                         Michelle Tresemer @tresemergroup                             Heidi Miller @heidimille...
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Facebook101 for Non Profits

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Transcript of "Facebook101 for Non Profits"

  1. 1. FACEBOOK 101 Michelle Tresemer @tresemergroup Heidi Miller @heidimiller Lisa Mikesell @WA_ToxicsTuesday, July 26, 2011
  2. 2. WHAT IS YOUR LEVEL OF FACEBOOK EXPERIENCE? [download and run PollAnywhere Presenter for Mac]Tuesday, July 26, 2011
  3. 3. Definitions Value Marketing Positioning Statement @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  4. 4. What Facebook is One of the tools in your marketing toolbox @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  5. 5. What Facebook is One of the tools in your marketing toolbox An extension of your brand @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  6. 6. What Facebook is One of the tools in your marketing toolbox An extension of your brand @tresemergroup Digital word of mouth @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  7. 7. What Facebook is One of the tools in your marketing toolbox An extension of your brand @tresemergroup Digital word of mouth @heidimiller @WA_Toxics #NFPSM PowerfulTuesday, July 26, 2011
  8. 8. What Facebook isn’t Silver Bullet @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  9. 9. What Facebook isn’t Free Brand strategy Strategized presence @tresemergroup Regular engagement @heidimiller @WA_Toxics #NFPSM Measurment and analysisTuesday, July 26, 2011
  10. 10. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSMTuesday, July 26, 2011
  11. 11. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSMTuesday, July 26, 2011
  12. 12. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSMTuesday, July 26, 2011
  13. 13. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSMTuesday, July 26, 2011
  14. 14. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSMTuesday, July 26, 2011
  15. 15. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSMTuesday, July 26, 2011
  16. 16. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSMTuesday, July 26, 2011
  17. 17. Why Facebook? @tresemergroup @heidimiller @WA_Toxics #NFPSM http://blog.kissmetrics.com/social-media-by-demographic/?wide=1Tuesday, July 26, 2011
  18. 18. Why Facebook? $0-25k 12% Income $25-50k 34% $50-75 32% $75-100k 12% $100-150k 7% $150k+4% 0% 10% 20% 30% 40% @tresemergroup @heidimiller @WA_Toxics #NFPSM http://blog.kissmetrics.com/social-media-by-demographic/?wide=1Tuesday, July 26, 2011
  19. 19. Why Facebook? Age 65+ 2% 35-44 25-44 22% 24% 18-24 11% 45-54 0-18 26% 7% 55-64 9% @tresemergroup @heidimiller @WA_Toxics #NFPSM http://blog.kissmetrics.com/social-media-by-demographic/?wide=1Tuesday, July 26, 2011
  20. 20. Why Facebook? Education No HS Diploma 10% High School 10% Some College 55% Bachelors 18% Graduate 8% 0% 15% 30% 45% 60% @tresemergroup @heidimiller @WA_Toxics #NFPSM http://blog.kissmetrics.com/social-media-by-demographic/?wide=1Tuesday, July 26, 2011
  21. 21. Why Facebook? 76% 77% 71% Millenials (14-26) 61% 57% 57% 51% Gen X (27-43) 45% 48% 46% Boomers (44-62) 36% 30% 31% Matures (63-75) 14% 10% Total (14-75) 2007 2008 2009 @tresemergroup @heidimiller @WA_Toxics #NFPSM http://mashable.com/2010/01/28/baby-boomers-social-media/Tuesday, July 26, 2011
  22. 22. Why Facebook? Gen Z 61% Gen Y 65% Gen X 76% Boomers 73% WWII Gen 90% 0% 90% @tresemergroup @heidimiller @WA_Toxics #NFPSM http://mashable.com/2010/01/28/baby-boomers-social-media/Tuesday, July 26, 2011
  23. 23. Time costs money Schedule your time and track your data @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  24. 24. Brand Personality Or @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  25. 25. SEO Reinforce keywords and gain referrals and inlinks Define and measure goals @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  26. 26. Sample Reporting @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  27. 27. Sample Reporting bearcreek.ccsct.com Apr 28, 2009 - Apr 28, 2011 Absolute Unique Visitors Comparing to: Site Visitors 2,000 2,000 1,000 1,000 0 0 May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23 100,606 Absolute Unique Visitors Tuesday, April 28, 2009 Wednesday, April 29, 2009 Thursday, April 30, 2009 @tresemergroup @heidimiller Friday, May 1, 2009 @WA_Toxics #NFPSM Saturday, May 2, 2009 Sunday, May 3, 2009Tuesday, July 26, 2011
  28. 28. Sample Reporting bearcreek.ccsct.com Apr 28, 2009 - Apr 28, 2011 Absolute Unique Visitors Comparing to: Site Visitors 2,000 2,000 1,000 1,000 0 0 May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23 100,606 Absolute Unique Visitors Tuesday, April 28, 2009 Wednesday, April 29, 2009 Thursday, April 30, 2009 @tresemergroup @heidimiller Friday, May 1, 2009 @WA_Toxics #NFPSM Saturday, May 2, 2009 Sunday, May 3, 2009Tuesday, July 26, 2011
  29. 29. Sample Reporting bearcreek.ccsct.com Apr 28, 2009 - Apr 28, 2011 Absolute Unique Visitors Comparing to: Site Visitors 2,000 2,000 1,000 1,000 0 0 May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23 100,606 Absolute Unique Visitors Tuesday, April 28, 2009 +92.59% Wednesday, April 29, 2009 Thursday, April 30, 2009 @tresemergroup @heidimiller Friday, May 1, 2009 @WA_Toxics #NFPSM Saturday, May 2, 2009 Sunday, May 3, 2009Tuesday, July 26, 2011
  30. 30. Sample Reporting @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  31. 31. Sample Reporting 40000 How did they get to the site? +47% Traffic Sources 31,209 30000 Search Engines 21,269 20000 Referring sites +38% 10000 10,228 7,417 +33% @tresemergroup Google Bing 1,459 1,948 0 @heidimiller Yahoo @WA_Toxics #NFPSMTuesday, July 26, 2011
  32. 32. Sample Reporting How did they get to the site? +234% 1500 1,401 Traffic Sources 1125 +69% Search Engines 887 750 Referring sites 523 419 375 @tresemergroup Facebook 0 @heidimiller PSR.com @WA_Toxics #NFPSMTuesday, July 26, 2011
  33. 33. Sample Reporting Mobile devices @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  34. 34. Sample Reporting Mobile devices +285% Android 5000 15.78% iPod 3750 iPad 10.02% Other 33.69% 0.26% 2500 iPhone 1250 40.25% 2009-2010 0 @tresemergroup @heidimiller 2010-2011 @WA_Toxics #NFPSMTuesday, July 26, 2011
  35. 35. Sample Reporting Mobile devices +285% 5000 Other 16.04% 3750 2500 Apple 83.96% 1250 2009-2010 0 @tresemergroup @heidimiller 2010-2011 @WA_Toxics #NFPSMTuesday, July 26, 2011
  36. 36. Sample Reporting Mobile devices Because of this data... Limit the use of Flash Use YouTube instead of Finalsite’s media manager for embedding video Launched new mobile app @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  37. 37. Integration Facebook is digital word-of- mouth @tresemergroup @heidimiller @WA_ToxicsWA_Toxics #NFPSMTuesday, July 26, 2011
  38. 38. Integration @tresemergroup @heidimiller @WA_ToxicsWA_Toxics #NFPSMTuesday, July 26, 2011
  39. 39. Integration @tresemergroup @heidimiller @WA_ToxicsWA_Toxics #NFPSMTuesday, July 26, 2011
  40. 40. Integration @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  41. 41. Integration @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  42. 42. Advertising @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  43. 43. Advertising $30 $22.93 $24 Print Digital Target: Employer, $18 Target: Distribution gender, age, city, area, usually by zip code keywords, non-fans of Bear Creek FB page $12 Expensive Cost per click $6 Can test content $0.68 $0 @tresemergroup Print Digital @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  44. 44. Advertising Cost per Medium Impress. Cost CPM Run Time Clicks Click Facebook 333,685 $60 $0.18 23 days 102 0.59 Redmond 25,015 $780 $31 1 day ? ? Reporter @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  45. 45. How to run a Facebook Event Campaign @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  46. 46. • Know your fan base • Know your event’s draw • Create a timeline How to • Topic and speaker run a • Announce on LinkedIn, Facebook • Create and share promo video Facebook • Create and share Eventbrite Event • Add to Plancast • Post and share audio podcast with speaker Campaign • Open tickets to Facebook fans first • Open tickets to Twitter fans • Live Stream event @tresemergroup @heidimiller @WA_Toxics #NFPSM • Post and share video, photos, blog postsTuesday, July 26, 2011
  47. 47. Anatomy of a Facebook Page Wall settings Info information Photos Videos Events @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  48. 48. Tuesday, July 26, 2011
  49. 49. Set brand + others as Wall defaultTuesday, July 26, 2011
  50. 50. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  51. 51. Always let others post to your Wall @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  52. 52. Anatomy of a Facebook Page Wall settings Info information Photos Videos Events @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  53. 53. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  54. 54. Say which humans are posting and listening @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  55. 55. Link back to site(s) Give mission statement Give product info Say which humans are posting and listening @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  56. 56. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  57. 57. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  58. 58. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  59. 59. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  60. 60. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  61. 61. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  62. 62. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  63. 63. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  64. 64. Page Notifications @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  65. 65. Access to Analytics @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  66. 66. Access to Analytics @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  67. 67. Access to Analytics @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  68. 68. Resources Hubspot.com Mashable.com How-To Guides Dashboard/Data Marketing Tool Kits Google Analytics Dashboards and Data Tweetdeck Hootsuite Shoutlet... @heidimiller @tresemergroup @WA_ToxicsTuesday, July 26, 2011
  69. 69. Sample Set-up HootSuite-$6 per month (2 team members) SocialReport-$9 per month Google Analytics-Free @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  70. 70. Beware of Jargon! Identify relevant and compelling hooks for the audience, create content around the hooks and integrate it into their social repertoires Build loyalty & increased engagement through ongoing conversation and brand experience Expose new and relevant communities to the brand by providing assets to encourage brand evangelism @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  71. 71. Mistakes happen. How you handle them is key @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  72. 72. Use profiles to prevent posting mishaps @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  73. 73. Credits Conversation prism by Brian Solis and JESS3 Prius by flickr user Greekgeek Ferrari by flickr user Bakar_88 @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  74. 74. EXTRA SLIDE just in case Why Facebook? More than 750 million Average user creates 90 active users pieces of content each month 50% of our active users log on in any given day 30 billion+ pieces of content (web links, news Average user has 130 stories, etc.) shared each friends month People spend over 700 billion minutes per month on Facebook @tresemergroup @heidimiller @WA_toxics #NFPSMTuesday, July 26, 2011
  75. 75. FACEBOOK 101 Michelle Tresemer @tresemergroup Heidi Miller @heidimiller Lisa Mikesell @WA_ToxicsTuesday, July 26, 2011
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