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Social Media 201 (Focus on Facebook)
 

Social Media 201 (Focus on Facebook)

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This basic overview of Social Media and why/how nonprofits can leverage these channels was given at the 2011 PJ Library Conference. The session focuses on some basic nuts and bolts of getting started ...

This basic overview of Social Media and why/how nonprofits can leverage these channels was given at the 2011 PJ Library Conference. The session focuses on some basic nuts and bolts of getting started with a Facebook Page - how to create one, what type of content to post, how to engage, etc. Much of the content was developed specifically for PJ Library Communities and is focused on how each individual PJ Library Community can utilize Facebook effectively.

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    Social Media 201 (Focus on Facebook) Social Media 201 (Focus on Facebook) Presentation Transcript

    • Social Media 201 Increasing the Impact of Facebook and Other Tools
      • April 2011
      • Kevin Martone
      • Technology Program Manager
      • [email_address]
      Grinspoon Institute for Jewish Philanthropy
    • Ellie Gilbert with Daughter Jensen
    • Strategy
    • Determine Your Goals
    • What Are Your Goals?
      • Enroll new families
      • Renew families
      • Event participation
      • Connect with PJ families
      • Build Community
      • Answer questions about the program
      • Engage the unaffiliated
      • Enhance Jewish practice/behaviors of PJ Library families
      • Connect/co-promote with partner organizations
      • Donations
      • Other?
      SMART
    • Audience? Donors/Prospects Existing/Potential Partner Organizations Jewish Community Current Families Potential Families
    • Goal 1______________ Goal 2______________ Goal 3______________ Blogs _____________ _____________ _____________ _____________ _____________ Video Sharing _____________ _____________ _____________ _____________ _____________ Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org) Other _____________ _____________ _____________ _____________ _____________ Trad. Newsletter/ Direct Mail _____________ _____________ _____________ _____________ Website _____________ _____________ _____________ _____________ _____________ Facebook _____________ _____________ _____________ _____________ _____________ eNewsletter _____________ _____________ _____________ _____________ _____________ Twitter _____________ _____________ _____________ _____________ _____________ Other Offline – Events, Calls, Mtgs. _______________ _______________ _______________ _______________ Photo Sharing _____________ _____________ _____________ _____________ _____________
    • Facebook – Making it Work
    • Pages … NOT Groups
      • Pages
        • Only official representatives can create/administer
        • More interactive than Groups
          • Can add additional functionality (applications)
    • Pages … NOT Groups
      • How to switch…
        • No automated transfer available
        • Engaging content on Page
          • Give ‘em a reason to sign up
        • No more posts on Group … EXCEPT
          • Periodically post a link on the Group to the Page reminding them to Like the Page. Use Actionable News:
            • Did you see the photos from the latest event? Click here, Like our new Page, and view the pictures.
    • Listen My cousin gets the PJ books in California and their renewal fee is cheaper than ours. Is there a special coupon or something to get their rate? When is the next PJ Library event? Are there resources to help me teach my kids the lessons in the PJ books? My sister has tried unsuccessfully to sign up for PJ multiple times. Who can she call? My two kids rip open the PJ books each time they arrive! Yeah PJ! Hi! I love the pictures from the latest PJ reading. Keep posting! The PJ Library Channukah party was fantastic. Thanks!
    • Listen
    • Invite Conversation
    • Invite Conversation
    • Respond!
      • “ Those who ignore the party/conversation/network when they are content and decide to drop in when they need the network may not succeed. It’s pretty easy to spot those that are just joining the network purely to take – not to give. Therefore, be part of the party/conversation/network before you need anything from anyone.”
      • - Jeremiah Owyang of Web-Strategist.com
    • Email Notifications
    • Respond! - Customer Service
    • Respond! - Volunteer Engagement
    • Respond! - Networking Radio personality! Collaboration?
    • Post Regularly
      • Use Tools
      • Content Calendar
      • Leverage Content
      • Personal Stories
      • 12:1 Rule
    • No Super-Human Skills Required
    • How?
      • Tools can help make process more efficient
      • Be Strategic
      • 15 Minutes Per Day?
    • Content Calendar – Manage Communications Week Days Monday Tuesday Wednesday Thursday Friday Weekend     Month January             Week of: Focus: Promote new sign-ups Legend: Jan. 1 Smith Family Profile Status Tag Event on JCC Pg FB Posts this wk Theme: Personal Stories eNewsletter Jan. 8 JCC Reading Video of Event FB Posts this wk Keywords: Facebook - Wall Jan. 15 Send link to sign-up for PJ FB Posts this wk Events: Readings at JCC Facebook - Update Jan. 22             FB Posts this wk   Facebook Collab   Month February             Video Week of: Focus: Love the PJ Library! Blog Feb. 1 Promote Feb. Readings What do you love about PJ Library? FB Posts this wk Theme: Love of Books, PJ Print Newsletter Feb. 8 Status Tag Event on JCC Pg JCC Reading Video of Event FB Posts this wk Keywords: Twitter Feb. 15 FB Posts this wk Events: Readings at JCC PR Feb. 22             FB Posts this wk   Events   Month March             Week of: Focus: Passover Mar. 1 FB Posts this wk Theme: Passover Mar. 8 FB Posts this wk Keywords: Mar. 15 FB Posts this wk Events: Various Passover Events Mar. 22             FB Posts this wk     Month April            
      • What would your constituents want to read?
        • Events (PJ and Jewish Community)
        • News about local parenting/literacy programs
        • PJ Library book lessons
        • Videos of PJ Library books
        • Photos! (events, books, kids getting books, etc.)
        • Questions
        • Other?
      What to post?
    • What Else Can You Post?
      • Stories/Testimonials
      • Holiday messages
      • Recipes
      • Contests
      • Other?
    • 12:1
      • Post 12 things of interest to your constituents for every one post asking them for something.
      • Asking for something:
        • Subscribe
        • Renew
        • Tell a Friend
        • Register for an event
        • Donate
    • Remove Spam!
    • Collaboration – Status Tagging
    • Collaboration – Post as Your Page
    • Facebook Insights (> 30 users)
    • Promote Off-line - Set Username
    • Promote Off-line - Set Username (cont’d) NOT
    • Promote Off-line - QR Codes
    • Other Channels - eNewsletters
      • “ We really appreciate all the great info in this last newsletter. I try to find a good variety of classes for my son and your newsletter provided a great summary of classes available at all the local synagogues and temples. In fact, we registered for a class at Shaarey Zedek we wouldn't have otherwise known about . Thanks for all the information!!”
      Become a Resources for Your Constituents! (With ALL Digital Outreach Efforts)
    • Still More Channels!!
    • Goal 1______________ Goal 2______________ Goal 3______________ Blogs _____________ _____________ _____________ _____________ _____________ Video Sharing _____________ _____________ _____________ _____________ _____________ Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org) Other _____________ _____________ _____________ _____________ _____________ Trad. Newsletter/ Direct Mail _____________ _____________ _____________ _____________ Website _____________ _____________ _____________ _____________ _____________ Facebook _____________ _____________ _____________ _____________ _____________ eNewsletter _____________ _____________ _____________ _____________ _____________ Twitter _____________ _____________ _____________ _____________ _____________ Other Offline – Events, Calls, Mtgs. _______________ _______________ _______________ _______________ Photo Sharing _____________ _____________ _____________ _____________ _____________
    • Ellie Gilbert with Daughter Jensen “ Because of the PJ Library, my child is being raised in a Jewish home, by Jewish parents, even if one of us didn’t start out that way. The impact, on my family at least, has been life-changing.”
    • Go For It!