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Facebook101 for Non Profits
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Facebook101 for Non Profits

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  • 1. FACEBOOK 101 Michelle Tresemer @tresemergroup Heidi Miller @heidimiller Lisa Mikesell @WA_ToxicsTuesday, July 26, 2011
  • 2. WHAT IS YOUR LEVEL OF FACEBOOK EXPERIENCE? [download and run PollAnywhere Presenter for Mac]Tuesday, July 26, 2011
  • 3. Definitions Value Marketing Positioning Statement @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 4. What Facebook is One of the tools in your marketing toolbox @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 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. 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. 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. What Facebook isn’t Silver Bullet @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 9. What Facebook isn’t Free Brand strategy Strategized presence @tresemergroup Regular engagement @heidimiller @WA_Toxics #NFPSM Measurment and analysisTuesday, July 26, 2011
  • 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. 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. 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. 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. 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. 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. 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. Why Facebook? @tresemergroup @heidimiller @WA_Toxics #NFPSM http://blog.kissmetrics.com/social-media-by-demographic/?wide=1Tuesday, July 26, 2011
  • 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. 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. 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. 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. 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. Time costs money Schedule your time and track your data @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 24. Brand Personality Or @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 25. SEO Reinforce keywords and gain referrals and inlinks Define and measure goals @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 26. Sample Reporting @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 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. 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. 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. Sample Reporting @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 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. 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. Sample Reporting Mobile devices @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 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. 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. 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. Integration Facebook is digital word-of- mouth @tresemergroup @heidimiller @WA_ToxicsWA_Toxics #NFPSMTuesday, July 26, 2011
  • 38. Integration @tresemergroup @heidimiller @WA_ToxicsWA_Toxics #NFPSMTuesday, July 26, 2011
  • 39. Integration @tresemergroup @heidimiller @WA_ToxicsWA_Toxics #NFPSMTuesday, July 26, 2011
  • 40. Integration @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 41. Integration @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 42. Advertising @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 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. 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. How to run a Facebook Event Campaign @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 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. Anatomy of a Facebook Page Wall settings Info information Photos Videos Events @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 48. Tuesday, July 26, 2011
  • 49. Set brand + others as Wall defaultTuesday, July 26, 2011
  • 50. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 51. Always let others post to your Wall @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 52. Anatomy of a Facebook Page Wall settings Info information Photos Videos Events @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 53. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 54. Say which humans are posting and listening @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 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. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 57. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 58. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 59. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 60. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 61. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 62. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 63. @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 64. Page Notifications @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 65. Access to Analytics @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 66. Access to Analytics @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 67. Access to Analytics @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 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. 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. 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. Mistakes happen. How you handle them is key @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 72. Use profiles to prevent posting mishaps @tresemergroup @heidimiller @WA_Toxics #NFPSMTuesday, July 26, 2011
  • 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. 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. FACEBOOK 101 Michelle Tresemer @tresemergroup Heidi Miller @heidimiller Lisa Mikesell @WA_ToxicsTuesday, July 26, 2011