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Facebook What Organizations Need To Know Detailed

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An overview of Facebook and how nonprofits can utilize it for Outreach. Discusses the differences between Facebook Profiles, Groups, and Pages.

An overview of Facebook and how nonprofits can utilize it for Outreach. Discusses the differences between Facebook Profiles, Groups, and Pages.

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    Facebook   What Organizations Need To Know Detailed Facebook What Organizations Need To Know Detailed Presentation Transcript

    • Facebook: What Organizations Need to Know May 19, 2009 Kevin Martone and Joe Ruotolo Technology Program Team Grinspoon Institute for Jewish Philanthropy Celia Baczkowski Director of Development and Alumni Relations Surprise Lake Camp
    • Agenda:
      • Welcome and Tech Overview (Kevin Martone) 1:00 – 1:10
      • Facebook: What Organizations Need to Know (Kevin)
        • Social Media Overview 1:10 – 1:15
        • Facebook – How it can be used 1:15 – 1:20
        • Profiles, Groups, and Pages 1:20 – 1:40
        • Surprise Lake Facebook Page (Celia Baczkowski) 1:40 – 1:45
        • Facebook Page Demo – 1:45 – 2:00
        • How to Use/Maintain – 2:00 – 2:10
      • Feedback/Questions (Kevin) 2:10 – 2:20
    • Notes on Today’s Session
      • Today’s Topic
        • Many camps realize Facebook and other Social Media sites are an important tool for reaching out to constituents
        • Facebook has recently made major changes to their Organization Pages
        • Each camp needs to better understand how Facebook fits into their overall outreach and communications strategy…and how they can best implement it
        • This presentation will give both an overview for beginners and some more in-depth assistance for more advanced users
      • The Presentations and Recorded Session will be available for download on http:// webinar.gijptech.org within 48 hours
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      • After the Session
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        • Please find all materials from this session (including a recording of the presentation) on our Webinar page at http:// webinar.gijptech.org
    • Social Media – What Is It?
      • Thoughts? What IS Social Media?
      • Difference between traditional websites and Social Media
        • Traditional: Organization posts information for others to read; no interaction
        • Social Media: Everyone has a say!
    • Social Media – Why We Care
      • Both a Challenge and an Opportunity
      • Challenge – Your constituents may already be online discussing your organization, posting photos/videos. You can’t control the discussion.
      • Opportunity – Social Media tools can be used to build community, reconnect with constituents, learn about concerns, and continue to build and update your constituent database. For free .
      Lisa Simpson : “Do you know that the Chinese use the same word for crisis as they do for opportunity?” Homer Simpson : “Yes – Crisitunity!”
    • Social Media – Important Consideration
      • These tools are free or low cost, but…
      • … it takes time and resources to manage effectively
      • Organizations must consider the use of these tools strategically, as part of an overall communication and outreach plan
    • Social Media Tools
      • And more…
    • Facebook
      • Popular, fast-growing social media site
      • People can group together on Facebook under the name of your organization
      • Listen: Where are your constituents? What are they saying? Posting?
    • Facebook – How It Can Be Used
      • Listen
        • All should be doing this already!
      • Engage with NO official presence
        • Leverage existing grass-roots Facebook groups
        • Post actionable news
      • Engage with official presence
        • Post actionable news
        • Engage in discussions
        • Message constituents
        • Official presence can be managed by Camp, Alumni Association, Alumni Committee, etc.
    • Profiles, Groups, and Pages…Oh My!
      • Personal Profiles
        • Must be an individual person
        • If an Organization uses this, Facebook can delete at any time
        • Needed to create/administer Groups or Pages
      • Groups
        • Anyone with a Facebook Profile can create a Group on any topic
        • Probable that Groups are already created in your Organization’s name
        • Facebook user “Joins” a Group; becomes a “Member”
      • Pages
        • For Organizations, Brands/Products, and Public Figures
        • Only official representatives can create/administer
        • Recently updated
          • More interactive
          • More like personal profiles
        • Facebook user Becomes a “Fan”
    • Facebook Groups
      • What are Facebook Groups?
        • Facebook Groups allow Users with similar interests to group together
        • Any Facebook User can create a Group (Do not have to be an official representative of an Organization)
        • Facebook Users can Join a Group, post photos, have discussions, etc.
      • Pros
        • Send messages to up to 5000 Group Members’ Facebook Inbox
        • Can make a Group Secret or Closed to ensure Members are legitimate
        • Can remove a Member from a Group
      • Cons
        • Limited Customization – Facebook Applications can’t be added
        • Limited news feed integration – difficult to spread the word virally
        • No Member/usage statistics
    • Facebook Group – Example
    • Facebook Pages
      • What are Facebook Pages?
        • Facebook Pages allow users with similar interests to group together
        • Only official representatives of an Organization can create a Page
        • Facebook Users can Become a Fan of a Page, post photos, have discussions, etc.
      • Pros
        • Highly Customizable – Can add tabs and applications
        • Strong news feed integration (status updates, etc.) – Viral outreach
        • Offer Fan/usage statistics (if more than 10 Fans)
        • Can restrict to specific ages or countries
      • Cons
        • Can’t send messages to relatively prominent Facebook Inbox
        • Can’t remove a Fan from a Page
        • Once Pages are published, they are available to all Facebook Users (unless age or country restrictions imposed)
    • Facebook Page – Example
    • So…Group or Page?
      • Page
        • For an organization’s official presence on Facebook, we recommend a Page
          • Customizable
          • Takes advantage of viral aspects of Facebook
          • Only way for users to know it is the “official” presence on Facebook
        • However, Groups should still be reviewed and engaged – passionate fans are administering and joining these Groups!
    • Surprise Lake – Facebook Page
      • Created Dec. 2008
      • 920+ fans and growing
      • Frequent status updates
    • Surprise Lake – Facebook Page
      • Features:
        • Form for submitting contact information
        • Link to Online Giving
        • Causes App
        • Events
        • YouTube Videos
        • Photos
    • Surprise Lake – Facebook Page
      • Benefits:
        • Capture new names/emails (100+ submitted; at least 50+ new)
          • Welcome email with links to Alumni registration page and list of benefits they’ll receive by signing up (eNewsletters, events, etc.)
        • Communicate to alumni where they are
        • Links to website and Alumni Portal
          • 1,100+ click-throughs from Facebook to www.surpriselake.org since creation of the Facebook Page.
    • Surprise Lake – Facebook Page
      • Key Takeaways
        • Want it to be interactive; return visits
          • Try contests
          • Other ideas?
        • Must keep it fresh (like website)
          • Write status updates, send updates, welcome people who submit forms, etc.
          • Can link blog to Page
        • Consider overall communication strategy
          • Facebook vs. all other channels
          • Existing Facebook Alumni Association Groups vs. Camp Page
    • Demo – Making a Facebook Page
    • Fundraising on Facebook
      • Not great $ results…yet
      • But…can engage and build base
        • Cultivate for other channels
      • Use Actionable News to drive Fans to Website
        • Online Giving
        • Event Registration
      • Various tools
        • Causes
        • ChipIn
    • Collecting Constituent Data
      • Privacy restrictions in Facebook
      • No “silver bullet” for collecting contact info
      • Use Actionable News to drive Fans to Website
        • Form to enter data
      • Add form directly in Facebook Page
      • eNewsletter signup widget
    • How to Maintain
      • Must maintain the presence long-term, just like a website
        • Who will maintain the Page?
        • Who will send messages, review discussions and pictures, etc.?
        • How often will content be added
      To truly take advantage of the viral potential of a Page, engaging content must be added frequently; fan-submitted content must be monitored on an on-going basis
    • Questions? Photo by Xurble
    • Grinspoon Institute Webinars – Feedback/Questions
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      Keep an eye out for a possible “special” Webinar over the summer…
    • For More Information
      • This presentation and recorded session will be available in our Webinar archives by the end of the week: http://webinar.gijptech.org
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