A Simple Guide for Non Profits Getting Started on Facebook

pr of its non- de f or D ple g ui T Ea si m T A R N G S K T T I O OG E A C EB O N F Tina Hoang | Communications Manager - Strutta | @t1nah

CONTENTS 3 13 19 1 2 3 THE 20 SEC. ASSESSING THE SETTING YOUR FB PAGE AUDIT SITUATION STRATEGY 24 35 39 4 5 6 YOUR FIRST EXAMPLES AND TIPS AND BEST PROMOTIONS CASE STUDIES PRACTICES

1 THE 20 SEC.FB PAGE AUDIT

When your Facebook Page is set upproperly, people who are searching for yourproducts or services ﬁnd you and peoplewho are interested in what you have to saylike and recommend you.Check for these 5 things on your Page tomake sure that you’re set up for success.

:02 :03 THE 20 SEC. Do you have a Do you have FACEBOOK Facebook strong profile & PAGE AUDIT username? cover photos? Get a username See the guidelines :05 :05 :05Is your basic info Does your Page Are you telling complete and look good? your story? accurate?Learn Page basics Timeline details and tips About Milestones

:02 If you don’t have a username on Facebook yet, create one that is consistent across all of yourDo you have a social media channels (Twitter, YouTube, LinkedIn, Pinterest, Instagram, etc) if possible to Facebook make it super easy for people to ﬁnd you on username? their favorite social networks. Note that you need at least 25 fans to get a username. Secure yours as soon as possible! facebook.com/strutta username facebook.com/pages/strutta/14560640014 default

:03 Do you have strong profile & cover photos?These two elements are the ﬁrst things people see when they visit your page so you wantto make a strong impact to compel them to stay on your Page and interact with you.At a glance, do you get a good sense of what your organization is about?Use a logo as your proﬁle picture (180 x 180 px) or something that most people wouldidentify as belonging to your brand and upload a cover photo (851 x 315 px) thatcaptures the essence of your brand and showcases your community, product, service, orcurrent promotion.

Make sure your cover photo follows Facebook’s PageGuidelines! If you dont abide by the guidelines, you runthe risk of getting your Page suspended by Facebook. Here’s a clever work-around to Facebook’s rule of no calls to action in cover photos - use arrows and other visual cues. Other don’ts: • Contact information or details that should go in your About section • Price or purchase information such as ‘40% oﬀ’

:05 Is your basic info complete and accurate?Make sure your category and details are accurate and don’t forget to include yourwebsite, contact info, hours of operation and links to all of your social channels sopeople can discover your page when searching, explore your properties to learn moreabout you and connect with you without having to digging around.People are familiar with Facebook’s layout and often look up organizations onFacebook to get a quick snapshot what they’re about and to see if they’re active onother social channels.Don’t miss this opportunity to connect with people who are interested in yourorganization across the entire social web!

:05 Scroll down your Page. Does it lookDoes your Page good to you? You don’t have to be a graphic designer to recognize a look good? visual appeal. Are you providing value through information, education or entertainment? Are you supporting links and ideas with photos, videos and other visual content? Rich media tends to draw attention more than simple text. According to Facebook, posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.

:05 Are you telling your story?Have you added milestones so people can see your organization’s history,accomplishments and progress?When was your organization founded? When did you hold your ﬁrst event?When did you win your last industry award?Dont overlook this step as these details help to humanize your organization andbring context to your cause. Add photos if possible to help paint the picture.

Your Facebook Page is nowset up for success and readyto take on the world!

2ASSESSING THE SITUATION

BEFORE YOU JUMP IN, MAKE SURE YOU... 1. KNOW YOUR STORY 2. KNOW YOUR AUDIENCE3. KNOW YOUR SITUATION AND GOALS

1. KNOW YOUR STORYWhat is your unique voice and identity? Are you a local volunteerorganization or a global foundation? How can you bring your story to lifein a compelling, authentic, and personal way?Be true to your organization and develop your social media persona. Forexample, see MailChimp’s Voice and Tone guide.

2. KNOW YOUR AUDIENCEWho are your looking to connect with? How will they want to connect withyou? What content will be important to them: fundraisers or volunteerevents?Developing accurate user personas is an incredibly important practice.When you understand your target and look at your organization from theirperspective, you can make stronger decisions in marketing, and create amuch better user experience.If you need help with this, see Hubspot’s template for creating userpersonas.

3. KNOW YOUR SITUATION AND GOALSAnalyze and summarize your current situation on Facebook. What’syour existing Facebook presence like? What are some stats on thecurrent activity level and engagement on the Page? What are yourcompetitors doing? What are your goals, strengths, weaknesses,opportunities and threats?Recognizing your current situation, deﬁning and prioritizing yourobjectives and setting measurable goals will help you create a strongFacebook strategy.

COMMON OBJECTIVES EXAMPLE GOALS 1. Drive donations and fundraising efforts $100 in donations from FB this month 2. Generate brand/cause awareness Increase brand mentions by 10% today 3. Grow fan/follower base Get 100 new fans this quarter 4. Drive opt-in to newsletters Get 50 new sign-ups this month 5. Increase engagement and inspire action Get 5 volunteers sign up this week Learn my community’s favorite local 6. Gain user data and insight newspaper so I can place ads 7. Collect consumer generated content Get 20 photos from community for use in marketing materials

3SETTING YOUR STRATEGY

YOU’RE ON THE RIGHT TRACK YOUR FACEBOOK PAGE IS SET UP FOR SUCCESS YOU KNOW YOUR STORY YOU HAVE IDENTIFIED YOUR AUDIENCEYOU HAVE DEFINED AND PRIORITIZED YOUR GOALS Now it’s time to tie it all together with a strategic action plan. Given your resources, map out a manageable plan and schedule.

GIVEN YOUR RESOURCES, WHAT LEVEL OF ENGAGEMENT CAN YOU COMMIT TO? LEVEL 1: PRESENT BUT REACTIVE LEVEL 2: ACTIVE, INFORMATIVE & “INFOTAINING”LEVEL 3: ENGAGING, EDUCATIONAL & ENTERTAINING Who will manage Facebook? How much time do you have to spend on social media activities? How often will you post? What upcoming events and partners can you tie promotions to?

LEVEL 1: PRESENT BUT REACTIVE You have set up your Page for success but you don’t have the resources to be active on Facebook. You appreciate the value of social media and reply quickly to questions and messages received. Your community knows that they can connect with you on Facebook as needed. LEVEL 2: ACTIVE, INFORMATIVE & “INFOTAINING” You’re set up for success, you know what’s going on in your industry and community and share selective content on Facebook at least 1 to 2 times per week. Your community knows that when you share something, it’s worth sharing.LEVEL 3: ENGAGING, EDUCATIONAL & ENTERTAINING You’re set up for success and engage daily on Facebook with your community. You’re an industry leader and you’re all about community connections. Your community looks to you for the latest news, events, diversions and fun.

Your Facebook strategy should take intoaccount everything we’ve covered so far andhave a healthy mix of content and promotions.Create a plan for Facebook within your socialmedia plan and schedule - and stick to it!Here’s a sample social media plan templatefrom Marketo and here’s a sample editorialcalendar from CMI.

4 YOUR FIRSTPROMOTIONS

Work with a Facebook Preferred Developer likeStrutta for your promotions and apps to makesure your Page is in the clear.Facebook’s Facebooks oﬃcial Page guidelinesincludes an entire section on what’s OK and notOK for promotions. If you’re responsible forstrategy or content for a Facebook Page, youneed to be familiar with these guidelines.Believe it or not, Facebook has a team dedicatedto monitoring and enforcing these policies, andthey are known to suspend Pages that don’tfollow the rules.

GO FOR IT!No matter what your level ofengagement, we recommend getting HIGHyour Facebook Page started with always-on apps like a Welcome Page that links NTback to your website, Twitter and VIDEO ME BA CONTEST GEYouTube apps... then work your way up R RIE GA R ENthe pyramid of promotions. TO PHOTO CONTEST ER EN UM TR NS Y TEXT SUBMISSION COStart with quick, simple promotions with a (RECIPE, ESSAY, ETC)low barrier to entry to generate interest BASIC FORM “SWEEPSTAKES”(like a polls and sweepstakes) andgraduate to more complex and involved LOWpromotions (like photo and videocontests) as you grow your audienceand engagement levels.

YOUR EVERYDAY ENGAGEMENT APPS

Create a warm and inviting entry that showcases your best branded content and draws customers in a Welcome Page. Whether you want to highlight your products, upcoming events and promotions, or share your best content, our DIY builder gives you the freedom to design, edit and launch branded apps to help you reach your goals. Learn more.COMMON OBJECTIVES FACEBOOK APP IDEAS Share a story and Link to your donation Drive donations and fundraising efforts page on your website Generate brand/cause awareness Advertise your next event or fundraiser and link to the RSVP page Increase engagement and inspire action Create a gallery to celebrate your “Volunteer of the Week” or share your Twitter feed

Show oﬀ your favorite videos, photos and content from all over the social web to increase exposure, views and and likes with a Media Gallery. You can create a single app for each of your social channels such as a Pinterest page or an all-in-one gallery that highlights your top videos, photos and pins. Learn more.COMMON OBJECTIVES FACEBOOK APP IDEAS Generate brand/cause awareness Create a Media Gallery to share your latest Instagram images Increase engagement and inspire action Create a Media Gallery to showcase your YouTube videos

Everyone likes a good deal. If you want to boost engagement, coupons are one of the best ways to drive traﬃc to your site, generate leads and increase sales. In an instant, you can reward fans and convert them into paying customers. Since our coupons have a unique tracking code, you can easily measure the success of each promotion and test new oﬀers to enhance response rates. Learn more.COMMON OBJECTIVES FACEBOOK APP IDEAS Generate brand/cause awareness Partner with a brand and offer a coupon to their services or products Increase engagement and inspire action Offer an exclusive coupon to your Facebook fans to your next event Gain user data and insight Collect information in exchange for a deal or coupon

If you are looking for more insight than what you can gather from a basic poll, our form is the perfect application. Collect valuable and useful data on prospective customers, increase sign-ups and encourage Likes. Learn more.COMMON OBJECTIVES FACEBOOK APP IDEAS Drive opt-ins to newsletters Create a newsletter or volunteer sign up form Grow fan/follower base Partner with a brand or event and do a fan-only sweepstakes or giveaway Collect information in exchange for Gain user data and insight access to exclusive content

Need feedback on that new logo? Wondering which product feature you should roll out next? Poll your fans and ﬁnd out what your community really thinks using our customizable voting gallery app. Photos and videos are more engaging than text and a great way to attract the attention of your fans. Upload content and invite your audience to vote for their favorites. Learn more.COMMON OBJECTIVES FACEBOOK APP IDEAS Have your community vote up ideas for Generate brand/cause awareness next project or initiative Increase engagement and inspire action Partner with a brand or event and do a sweepstakes or giveaway Gain user data and insight Get to know what your community likes and dislikes through polls

YOUR NEXT LEVEL PROMOTIONS APPS LEARN MORE LEARN MORE 33

Log in at strutta.comto test drive our appsfor free.Go to Dashboardto build and manageyour promotionsGo to Settings tomanage your accountand subscription

5EXAMPLES AND CASE STUDIES

FIVE HOLE FOR FOODThis savvy #struttacares organizationused a Mighty Apps Form to host asweepstakes and boost engagement ontheir Facebook Page.

THOUGHT FOR FOODThought for Food, a program developedto inspire new ideas and boldapproaches to tackle the worlds foodissues, used Struttas Contest Apphouse the TFF Challenge 2012 and aWelcome Page to showcase ﬁnalists ontheir Facebook Page.

See more promotion examples andcase studies from non proﬁt organizations

6TIPS AND BEST PRACTICES

BUILDING YOUR FAN BASEGrow your audience by making Facebook a core partof your online and oﬄine presence.1. START WITH WHO YOU KNOW2. LEVERAGE YOUR EXISTING ASSETS & CHANNELS3. CROSS-PROMOTE TO REACH MORE PEOPLE4. RUN ADS AND SPONSORED STORIES

THE BASICS OF POSTING• Stick to your voice and persona• Post succinct messages (100 - 250 characters see 60%+ more likes, comments and shares)• Post regularly as per your calendar (Facebook recommends posting at least once or twice per week and at optimal times)• Include a photo album, a picture or a video in your posts (they generate about 180%, 120%, and 100% more engagement than the average post, respectively)

SIX TIPS TO HELP YOU CONNECT + ENGAGE 1 BE PERSONAL AND CONVERSATIONAL Use a ﬁrst person voice and get your audience involved with open-ended questions 2 SHARE CONTENT WORTH SHARING Post exclusive and curated content, breaking news, and emotional stories 3 SPREAD THE WORD Include your Page username (fb.com/username) in your emails, newsletters and marketing collateral 4 USE VISUALS Photos and videos in status updates to draw attention and increase engagement 5 BE ACTIVE IN YOUR COMMUNITY Give back to supporters and partners by highlighting their content and tagging them in posts 6 EXTEND FACEBOOK TO YOUR SITE Provide engaging social experiences on your blog or website and use Facebook’s plugins

LEARN & GROW: METRICS TO MEASURE Total number of fans Overall engagement rate Other page-level, post-level and advertising metrics What day of the week most people visit? Which posts were the most engaging? Benchmark and improve

The great thing about marketing on Facebook (andsocial media) is that you can connect with yourcommunity, see results and collect feedback in real-time. Learn what works and what doesn’t work andcontinually improve.Deploy strategically.Test immediately.Adapt quickly.Have fun!

FACEBOOK RESOURCES FOR NON PROFITS Facebook Create a username for your Page Facebook Page and promotion guidelines Facebook Help Non Profits on Facebook Facebook for Non Profits Guide Sample social media plan template Sample editorial calendar Strutta Set up your Page for a promotion Resources and FAQs Welcome Page Builder Guide Voting Gallery Builder Guide Media Gallery Builder Guide Coupon Builder Guide Mighty Apps Builder Guide Examples 10 non profit and charity contest ideas

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A Simple Guide for Non Profits Getting Started on Facebook

by Strutta on Jan 31, 2013

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