Facebook guidefornonprofits2010

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Facebook guidefornonprofits2010

  1. 1. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonThe Complete Facebook Guide For Small Non-Profits (with embedded video tutorials and case studies) Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  2. 2. I.  Introducing  Facebook  for  Non-­‐Profits  .........................................................................................5 3  Ways  Facebook  Will  Radically  Change  Your  Nonprofit  ............................................................5 Facebook  Groups  and  Pages  –  Features,  Benefits  And  Killer  Tips  ..............................................7 Facebook  Pages  and  Facebook  Groups  –  The  UlKmate  Nonprofit  Cheat  Sheet  .........................9 How  to  Use  Facebook  for  Business  (and  non-­‐profits)   ...............................................................11 How  Facebook  turns  acKve  users  into  community  managers  –  without  paying  a  dime  (video)  ..................................................................................................................................................15 Why  Facebook,  TwiUer  and  Google  Are  Your  Non-­‐Profit’s  New  Home  Page  ...........................16 Facebook  Win  Against  Google  –  What  It  Means  For  You  .........................................................17 You  need  a  beUer  reason  .........................................................................................................19II.  CreaKng  a  Facebook  Page  ........................................................................................................20 Why  the  Title  Of  Your  Facebook  Page  Is  Absolutely  CriKcal  .....................................................20 How  To  Create  A  Powerful  And  Engaging  Facebook  Page  ........................................................20 How  to  create  a  Facebook  Page  in  less  than  four  minutes  .......................................................26 How  to  build  a  Facebook  community  (14  “levers”  you  need  to  be  pulling)  .............................26 Twelve  Steps  To  CreaKng  A  Bootylicious  Facebook  Page  .........................................................37 How  To  Choose  The  Best  Admin  Se`ngs  For  Your  Nonprofit  Facebook  Page  (Video)  .............41 How  To  Create  A  Custom  URL  For  Your  Facebook  Page  In  70  Seconds  ....................................43III.  Customizing  a  Facebook  Page  .................................................................................................44 How  To  Embed  A  Social  Or  Fundraising  Widget  Into  Your  Facebook  Page-­‐-­‐  Video  Tutorial  .....44 How  To  Use  Facebook  “Notes”  To  Get  More  Traffic   ..................................................................45 How  to  automaKcally  feed  your  blog  posts  into  your  Facebook  Page  –  a  video  tutorial  .........49 How  to  add  an  interacKve  sidebar  to  your  Facebook  Page  ......................................................50 How  To  Create  An  IncenKve  For  Visitors  To  Fan  Your  Facebook  Page  ......................................51 How  to  reveal  content  on  your  Facebook  Page  only  when  someone  clicks  like  .......................53 How  to  collect  email  subscribers  on  your  Facebook  Page  ........................................................54 Facebook  Pages  To  Drop  “Become  A  Fan”  Feature   ...................................................................56Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  3. 3. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonIV-­‐  Make  your  Facebook  Page  Do  Tricks  (widgets,  tools  and  add-­‐ins  for  your  Page)  ....................58 How  To  Link  Your  TwiUer  Page  and  Facebook  Profile  For  Social  Media  Sanity  .........................58 Video  Tutorial:  Tweetdeck  Now  Has  Facebook  Status  IntegraKon  Using  Facebook  Connect  ...60 What  are  fundraising  widgets  and  how  can  non-­‐profits  use  them?  ........................................61 How  to  add  a  Facebook  Page  Fanbox  to  your  website  (and  customize  it)   ................................62 Accept  gij  cards  as  donaKons  with  givezooks!  ........................................................................64 How  to  update  your  Facebook  Page  from  your  cell  phone  ......................................................66 8  New  Facebook  Social  Plugins  And  How  They’ll  Socialize  Your  Nonprofit  Website  ................68 Amplify  your  nonprofit  event  with  Facebook’s  new  Live  Stream  plugin  ..................................72V-­‐  Your  Facebook  Community  .......................................................................................................74 How  do  I  get  my  Nonprofit’s  Facebook  fans  to  donate?  ..........................................................74 How  to  target  your  Facebook  Page  updates  and  streams  ........................................................75 Improved  Facebook  search  allows  you  to  see  who  actually  cares  about  your  non-­‐profit  or   business   ....................................................................................................................................77 How  to  manage  your  non-­‐profit  Facebook  Page  community  with  Seesmic  .............................80 Eleven  Simple  Stats  That  Must  Be  Measured  On  Your  Facebook  Page  ....................................81 How  To  Use  Facebook  Insights  To  Measure  Engagement  .........................................................86 Three  killer  tools  to  measure  your  Facebook  clout   ...................................................................87 The  Shelf  Life  of  a  Facebook  Like   ..............................................................................................90VI-­‐Facebook  Extras  .......................................................................................................................93 Enhanced  Facebook  Groups  –  What  they  mean  for  your  non-­‐profit’s  cause  ...........................93 5  Tips  to  Revive  a  Fading  Facebook  Group  ...............................................................................94 What  Are  Facebook  “Community”  Pages  Anyhow?  .................................................................96 How  to  search  Facebook  status  updates  ..................................................................................98 Does  the  Age  of  Facebook  make  blogging  more  criKcal  for  nonprofits?  ..................................99 Why  Merriam-­‐Webster  Should  Make  “Social  Media”  A  Verb  (or  Advanced  Facebooking  For   Stunt  Doubles)  ........................................................................................................................101 Five  CriKcal  Facebook  Tips  From  Randi  Zuckerberg   ................................................................102Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  4. 4. Dear You,The way small nonprofits interact with their donors has radically changed over thepast few years.Facebook in particular has given your constituants new ways to support andengage with your cause - and share these actions with friends.This ebook is a comprehensive “brain-dump” of strategies and tactics I’ve sharedover the past couple of years to help small nonprofits get more out of usingFacebook.Youʼll also find hot-linked video tutorials and case studies throughout theguide (simply click on the video images to view them online).Almost all of the tactics have been used in my work at Inbound Zombie, a non-profit social media strategy firm I started in 2009.I hope you find these tips useful as well.Take care,John P.S.A note about sharing this with others:Please do!This eBook is licensed under Creative Commons, which outlines veryclearly what you can and cannot do with this eBook.You can retweet a link to the download by clicking here, or point folks to Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  5. 5. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonI. Introducing Facebook for Non-Profits 3 Ways Facebook Will Radically Change Your Nonprofit A few weeks ago, we had a conversation about the Facebook win against Google and what it means for you. We spoke about how weʼre now sharing more than searching, and how to create content thatʼs optimized for this change in behavior. Fast forward. The Age Of Facebook In case youʼve been living under a rock for the past week, Facebook was the only thing anyone was talking about. At F8, Facebook announced new tools andplans for how theyʼre going to make “people at the center of the web”. Just like whenMicrosoft dominated tech in the 90s, Facebook will dominate how you and yourconstituents not just share information, but how you experience the web. But donʼt takemy word for it. Read Michael Arringtonʼs take on this new Age Of Facebook.3 Ways Facebook Will Radically Change Your NonprofitThe first steps will be to allow users to share their preferences all over the damnedinternet with the  implementation of “like” button (users take note of the privacyissue), a Recommendations Plugin and a Social Bar.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  6. 6. 1. Instant Recognition. Facebook announced the Open Graph API, which will allownonprofits to integrate a variety of Facebook user data into their website – withoutrequiring users to be logged in to your site. This means that users will instantly sharetheir Facebook data with your website site simply by visiting. For example, visitors couldsimply “like” a petition about an issue before congress instead of having to fill out alengthy form.2. Personalized Recommendations. Facebook has released aRecommendationsPlugin, which allows your nonprofit to automatically recommend content on your sitebased on what a visitorʼs Facebook friends liked. In Mark Zuckerburgʼs words, “Thepower of the open graph is that it helps to create a smarter, personalized web that getsbetter with every action taken.”3. Stronger Communities. Facebook will soon release a Social Toolbar allowingvisitors to your website the ability to meet other people with similar interests, invite themto be friends, view and comment on their walls and even chat live. This will make itmuch easier for you to create a Facebook community space right on your website. The new Facebook Social Graph open API also means that developers all over the world will be creating new tools and plugins that you can integrate in your website – for free. This is very similar to the WordPress model, which has been very successful. And this is only the beginning…Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  7. 7. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonFacebook Groups and Pages – Features, Benefits And Killer TipsToday I was asked again about the difference between Facebook Pages and Groups.The same question came up a couple of times during the Philanthropy.comchat that Chris Garrett and I conducted back in February.Pages, Groups and ProfilesFacebook created Pages, Groups and Profiles – three separate applications – to helpindividuals and organizations achieve three separate goals: 1. Create a presence for a business, brand or non-profit on Facebook (Facebook Pages). 2. Organize a group of people around a common issue or interest (Facebook Groups). 3.Create a home base on the web for individuals to express themselves and connect with others (Facebook Profiles). Facebook Pages vs. Facebook Groups We know that profiles are for individuals, but whatʼs the difference between Facebook Pages and Facebook Groups?Facebook PagesFacebook Pages are used to promote businesses, non-profits, celebrities and artists toFacebook users.Facebook states that “only the official representative of an artist, business, or brandmay create a Facebook Page.” In other words, Pages are intended to be an “official”web page for your organization on Facebook. · Facebook Pages are indexed in search engines – increasing the likelihood of folks finding your organization through a Google search. · A Page can have multiple administrators. This lightens the workload of maintaining a page (groups also allow for multiple admins).Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  8. 8. · Analyze Traffic. Facebook Pages captures data on visitors. · There are no limits to the number of fans you can have on a page. · Sending messages and updates to all your fans at once is quick and easy. And fans receiving those messages can easily forward the message OR post the message to their Facebook Wall.Tips For Using Facebook Pages: · You can add Facebook Applications like Video or Static FBML to enhance the experiences fans have with your Facebook Page (Groups donʼt offer this option). ·Since each tab has its own URL, you can choose any of them as the landing Page for off-site promotion. You can also choose which tab to set as the default when users find your Facebook Page. ·Work your status! A frequently updated status with useful and interesting content keeps fans coming back. ·Pages now have the same multimedia functionality as the Wall tab on a user Profile – encourage posting! ·Encourage fans to “share” Notes or Photos with their friends or post to their Profile. · Using the notes application, you can import an RSS feed to drive more traffic to your blog. · Using Static FBML, you can include an email web form to capture subscribers.Facebook GroupsFacebook Groups can be anyone interested in promoting and organizing people arounda specific interests or cause. All members of a group have the ability to contribute content that appears on the Groupʼs wall – photos, videos, discussion threads. ·Active participation: Because members of the group actively contribute content and participate in informal but meaningful discussions, they are more likely to keep coming back.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  9. 9. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon · Groups come in three flavors: Open (anyone can join), Closed (group admin approves requests to join) and Secret (Only members and those invited know that the group exists). o Warning: Secret Groups donʼt allow you to send a second event invitation to the same person.Tips For Using Facebook Groups: · The Group name should make people want to join. Which name would make you join: “Letʼs talk to Coca Cola about saving the Worldʼs children” or “ColaLife“? · Invite your raving fans to start a discussion on the group (you know who these people are, right?). Theyʼll feel a sense of pride and will likely invite new people to join the group. · Upload photos and videos – encourage members to post these to their profile so that their friends can easily join the group.Facebook Pages and Facebook Groups – The Ultimate NonprofitCheat SheetYouʼre curious how Facebook Groups can compliment the work youʼre doing with yourPage. Or, you may have a Group and want to “move your fans”over to your FacebookPage. Or, you mistakenly created a Facebook Profile for your organization and nowrealize that you should have started a Facebook Page.If youʼre confused by all the moving parts within Facebook, you are not alone. Lastweek, I presented a webinar on for a small group of nonprofits, and wasnʼt surprisedthat the most popular slide was a  cheat sheet on Facebook Pages and Groups.The Difference Between Facebook Pages and GroupsThe best way to think about the difference between Pages and Groups is to considerthe users they serve.Groups serve the needs of individuals just like you and me. Pages on the other hand,serve the needs of celebrities, businesses, brands and nonprofits. If you keep this basicframework in mind, Facebook will make a lot more sense.What Are Facebook Groups Used For?Iʼm no expert on the short history of Facebook, but Iʼm guessing that Groups arose out aneed for individuals to organize around common interests. Facebook fulfilled this needwith functionality that enabled users to organize and communicate quickly and easily.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  10. 10. · Represents a cause or idea – Without groups, organizing on Facebook would be impossible. · No customization or apps – Connection is the prime point, not branding. · Received as “message” – The same as if a friend sent you a message.If you ever wondered why Groups get to send messages directly into your FacebookPage inbox, but Pages have their updates sent into a secondary inbox, watch “Why doFacebook Page updates and Group messages go into two different inboxes?” onthe Inbound Zombie Facebook Page (become a fan). · Wall - Everyone like to share, be seen and comment on what others have shared. · Users share many media types- And they like to share many different things. · Some private, some public - Groups can be private (invite only, not publicly viewable to non-members), semi-private (invite only, publicly viewable to non- members), or public (anyone can join, anyone can view). Feel free to download this  cheat sheet on Facebook Group settings.What Are Facebook Pages Used For?Facebook Pages are intended for brands, businesses and nonprofits who want to reachusers. Page functionality focuses on creating brand awareness, targeting specifictypes of users (35 year-old men living in Boston who spend their money on sushi andlive music, for example).Some features unique to Pages include: · Customized user experience – Pages allow administrators to build custom tabs using FBML and add widgets to create a unique experience for their fans. My Facebook Page displays two custom tabs. · Target updates – Updates can be targeted by gender, location and age. · Received as “updates” – As demonstrated in the video above, Page updates are received in a separate inbox. · Wall – Same as Groups and Profiles, although admins can parse posts by fans into a separate stream. · Fanbox and Facebook Badge – Enables admins to easily promote their page on their website or blog. · Custom URL – If you have more than 25 fans.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  11. 11. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonFacebook Page and Group Cheat Sheet Download the full-size imageHow to Use Facebook for Business (and non-profits)An increasing number of non-profits are expanding their social media efforts withFacebook Pages and Facebook Groups.And for good reason:Facebook is one of the largest social media sites on the web: · More than 200 million active users · More than 100 million users log on to Facebook at least once each day · More than two-thirds of Facebook users are outside of college · The fastest growing demographic is 35 and olderAnd their users are very active: · Average user has 120 friends on the siteShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  12. 12. · More than 4 billion minutes are spent on Facebook each day · More than 30 million users update their statuses daily · More than 6 million users become fans of Pages each dayHubspot, an inbound marketing company in Cambridge Ma., recently published a freebook for businesses looking to use Facebook.I was curious how useful “How to Use Facebook for Business” would be for mytypical non-profit client, so I downloaded it (no email required!) and read through the 22-page guide.“How to Use Facebook for Business” includes the following topics – all veryuseful for any non-profit: · Why you should be on Facebook – business value overview (also applies to non- profits!) · Facebookʼs ad builder can be used to research potential supporters by filtering on age, location and interests. · How to create an engaging Facebook Page to encourage wall comments – seen by all of commenterʼs friends. · How to use the FBML application to add HTML content to your page (also see this video tutorial). · How to get search engine credit from Facebook with the HTML application. · Using Facebookʼs analytics to measure traffic on your Facebook Page. · A Facebook reference guide and glossary.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  13. 13. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonI found these two pages particularly useful:Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  14. 14. And a one-pager on the difference between Facebook Groups and Pages.Download the ebook here: “How to Use Facebook for Business”Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  15. 15. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonHow Facebook turns active users into community managers – withoutpaying a dime (video)You want to develop a stronger, more passionate community. You want your membersto invite like-minded folks to join your community and you want the cultists to encourageothers to be more active. You them to do both of these things regularly. And you wantthis all to happen naturally – because it wonʼt happen if you push.How Facebook leverages their communityHow can you create opportunities for your community do this naturally – like Facebookdoes. Watch this video and notice how Facebook embeds inviting and connecting withfriends into a userʼs daily activities.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  16. 16. Why Facebook, Twitter and Google Are Your Non-Profitʼs New Home Page Until now the prevailing thought among non-profit marketing folks is that your websiteʼs homepage is the primary target in most campaigns. Hence the focus on design, call to action and content. That was then, when the web was all push – all about destination sites.What is your homepage?When was the last time you went to the home page of a non-profit you were interestedin supporting? Maybe the first place you went was Facebook, after a friend sharedsomething with you from the non-profitʼs Facebook Page. Or maybe you googled thename of the non-profit after hearing about it at a party. Or maybe you clicked a link someone shared on Twitter. In all cases, your first visit was not the non-profitʼs home page. Frank Reed, of  Hubspot writes: “So many factors go into the creation of that perfect ʻfront doorʼ to your site that many companies forget that visitors donʼt always enter throughthe front. Search engines have given your prospect the power to find your site basedon what keywords youʼre optimized for or based on what social channels you take partin.” Building more home pages Take a look at your web stats and Google Analytics. What words are people using to find your site? What pages are being visited the most? If youʼre not happy with what you find, start optimizing each page on your site with the words you want to people use to find your organization. And if you want to get even better rankings, start blogging!Google loves blogsA blog does two things that helps your non-profitʼs rankings on Google: · Google prefers fresh over stale. A blog enables you to regularly create fresh content for search engines.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  17. 17. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon ·Google lets links decide whatʼs valuable. The more inbound links from reputable sites a web-page has, the better chances it will rank high in google. And blogs tend to receive more inbound links than traditional websites. Especially when the content is fresh, remarkable and highly relevant. · Google loves specificity. A blog allows you to quickly create a single web-page (also called a post) around a specific subtopic. Think about these two search terms: “1952 Red Ferrari” and “Cars made in Italy”. Which one will have the least amount of competition of Google and have higher relevance to the user?Read more about WordPress SEO in  @remarkabloggerʼs post called “ SEO forBeginners“.Referring TrafficAfter search traffic, look at referring traffic. What sites are referring the most traffic? Andare you happy with the amount of traffic youʼre getting? Inbound links, Facebook andTwitter give me the most referral traffic. What about you?Your homepage on FacebookThere are 350 million people now using Facebook. If donʼt have a Faceobook Pagethatʼs optimized for search and social media, now is the time to get one ( I can do thatfor you if you donʼt have the expertise or time).Your homepage on TwitterYour homepage on Twitter is the conversations people have about your non-profit. Theyshare links to various sites – sometimes yours. Are you part of these conversations?Your homepage on smart phonesFinally, make sure your site is optimized for smart phones. If you are using a WordPressblog, check out the Wapple plug-in. This makes your website more easily consumedand shared on mobile phones. The last thing you want is a potential donor at an eventwho canʼt read your site on their iPhone.Facebook Win Against Google – What It Means For YouIn January, Facebook had more visits than Google – about 92 million more visits. Thenin February, this spread grew to about 276 million.Facebook trounced on and then pummeled Google.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  18. 18. Some think that this milestone simply signals an escalating competitive battlebetween Facebook and Google.But as I mentioned in a recent webinar, itʼs really not about Facebook and Google atall.Think about it. Google is the search beast and Facebook is the sharing beast. We arenow sharing more than searching. We are now relying on recommendations fromfriends more than what we can find on our own through search. And as you can see inthe graph, it will only be increasing.What does this mean for your nonprofit?Creating content that is optimized for Google is very important. After all, you do want toget found! But you also want to create content thatʼs optimized for sharing: · Photos And Videos – Photos and videos tend to get shared more than text. Pictures say a thousand words, and videos say a thousand pictures. · Headlines are Everything – When someone see a link on Twitter or Facebook, the headline is often the only factor that makes them click through. Be creative with short, pithy headlines. · Be Concise – When was that last time you shared a 1,500 word article with your friend on Facebook? Keep it short. · Previews - If you do have a novel-length article to share, try writing a one paragraph preview with a “read more” link. · Bite-sized – Bit-sized means that “short and sweet” also has to have nutritional utility. Content that can be easily and instantly utilized is more likely to be passed around.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  19. 19. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonYou need a better reasonA member of your non-profitʼs board just shared this brilliant and innovative observation:“We need to get on Facebook!”You remind yourself again that there is no such thing as “We” when it comes to thesematters. “We” wonʼt create the Facebook page. “We” wonʼt put in the time to build upfriends. Itʼs only you – itʼs always been you. No discussion – itʼs just the directive.But why?No – not why you (thatʼs for another post).Why get on Facebook?“To raise money and spread awareness for our non-profit!”And bang your head against the wall like you did with MySpace?“But everyoneʼs doing Facebook now.”So what?You need a better reason. Case Study Serving Your Community - with Free Popcorn!Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  20. 20. II. Creating a Facebook PageWhy the Title Of Your Facebook Page Is Absolutely Critical How To Create A Powerful And Engaging Facebook PageFollowing is by Rajeev Edmonds from New Delhi, who publishes a blogcalled Mintblogger (I highly recommend subscribing if you havenʼt already). ____________________Facebook is undoubtedly one of the most popular social media services used byindividuals, businesses and non-profits to connect with people. Groups and Pages areShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  21. 21. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydonexcellent options to leverage the large network and reach of this popular platform.Lately, Facebook Pages have become quite popular among businesses to show theirpresence in a much better way building engaging and long lasting relationships withusers and fans. Letʼs see how to make an interactive Facebook page that gives areason to your fans to stay, interact and promote your cause.Custom ImageA picture says a thousand words. Take a look at the Facebook page of Coca Cola. Notonly does it brand the page, but it also grabs immediate attention of the visitor. Just asa successful blog needs a customized design, the key to a successful page iscustomized images that represents your brand.You can try out various Facebook profile photo hacks to get the required effect youwant.New FeaturesSince the revised version of Facebook pages was launched in March 2009, the layoutand features have changed dramatically.Tabbed interface – allows you to group the content and applications as per yourrequirements. Not only you can edit the default tabs, but you can also add new tabsgiving you complete control in its customization.You can freely drag them to arrange in required order. With new Facebook applicationstandards in effect, almost every new application (internal or 3rd party) can beintegrated with Facebook tabs. This opens endless opportunities to create customizabletabs with your choice of third party applications.Direct feeds for fans – is another new feature that allows your fans to access the pageupdates directly from within their Facebook profile.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  22. 22. Multi-media integration – lets you embed audio/video content to the wall making it richin content and more engaging for users. Facebook allows users to upload a video file ofsize up to 1 GB and supports 18 major video formats.Similarly, you can upload unlimited amount of audio content. With no restriction on theamount of upload, you can provide podcast series to your fans.Events and Discussion Boards: Invite and DiscussEvents – serves two purposes. First they keep your fans updated with new happeningsand cool offers in your kitty and secondly they help in expanding the reach of your page.Once a fan RSVPʼs an event, it is visible in his profile. His friends can view the eventand can further RSVP it creating a snowball effect. While creating an event, time-zoneShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  23. 23. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydondifferences and dates play a big role. If you have the rough demographic data of yourfans, you must create an event that can be attended by majority of fans.Discussion boards – have the power to develop a lively and interactive communityaround your page. Initiate some threads with eye-popping headlines that may entice thevisitors to respond. Once you get a decent number of regular contributors to the forumsit can help in keeping your page updated with fresh new content on regular basis.Custom Page Settings: Personalize Visitorsʼ ExperienceFacebook pages of Bon AppÈtit Magazine and Lucky Magazine presents a perfectexample of custom landing pages for non-Fans enriched with multimedia contentguiding the prospect to the main site and its products.Default Landing Tab – By default fans and non-Fans both land on wall tab.Through page settings you can easily set a custom landing page for non-Fans asshown above.Sharing/Uploading Permissions – No community can survive unless there is enoughroom for everyone to contribute their part. You MUST allow your fans to write, postvideos, photos and links on your wall. In case any fan misuse the permissions, you canShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  24. 24. selectively block him from posting. The more freedom you will give to the fans, the morethey will feel at home.Third Party Applications: Spice Up Your PageThere are tons of Facebook applications for enriching your page with desired content.These applications are powerful, easy-to-use and extend the functionality of the page.Here are some of the popular applications that can be used to customize yourFacebook page.Profile HTML: As the name implies, this excellent application lets you add arbitrarypiece of HTML code to your page. You can even create a separate tab with thisapplication filling it with different sections of customized HTML code. Through thispowerful application you can create a separate landing tab for non-Fans filling it withsubscription boxes, links, post excerpts, presentations, animation slides, promos andmuch more. It all depends on your imagination and your coding ability.YouTube Box: Yet another popular application used by large number of Facebookusers. Take a look at Discovery Channel YouTube Box. A perfect example of selectingthe right kind of application to keep the readers engaged. YouTube Box allows you toembed videos from Google, Yahoo, Dailymotion, Bebo and many other video services.You can customize the layout (horizontal or vertical), can change the size of video andcan give custom title and description to the video. It also supports 6 different themes tosuit your taste and preferences. You can also upload a bunch of videos and can displaythem in random order as per your custom settings. If you have your own YouTubeChannel, you can easily connect it to your Facebook page through this handy and easy-to-configure application.Blog RSS Feed Reader: This is a must-have application for every Facebook page.Want to share your blog articles with your fans? Use this application to grab the latestcontent from your blog via feed and serve them in a presentable format to Facebook community. Not only it fills your page with regular updated content, but also drives traffic to your blog or website. BR Feed Reader supports all major feed formats and provides number of customization options. Custom image, a unique icon for each feed, separate/merged feeds and custom feed update intervals helps you configure the best combination for your Facebook page. There are many more such applications in Facebook application repositorythatShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  25. 25. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon can be used to make an appealing Facebok page. In case you are still hungry for more and want to be a true Facebook ninja, head over toFacebook developers forums. Here you can find plethora of resources to customize and enhance your Facebook account. Custom Facebook Page URL Normally, a typical Facebook page has a long and cryptic URL that makes it difficult for you to aggressively market and promote it. Visitors also cannot remember such long cryptic urls. How about a short custom URL likehttp://facebook.dj/company-name? Use this excellent Memorable Address Facebook application to create short, memorable web address for your Facebook page. General Page Management Tips 1. Do not experiment too much with your brand image on the page. 2. If possible keep a dedicated admin for discussion board. 3. Update photo and video tabs on regular basis (at least every fortnight). 4. Every quarter, create a poll to get your fans feedback about their views on various page elements. 5. Resist the temptation to integrate tons of applications in a single tab. 6. Do include a subscription box on the custom landing page for non-Fans. 7. Keep enhanced wall posting permissions open for all (fans).Case Study Building a Facebook Fan Page – California State Parks Foundation (CSPF) Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  26. 26. How to create a Facebook Page in less than four minutesI published this video on how to create a Facebook Page a while ago and it just makessense to share it here. So… here goes!How to build a Facebook community (14 “levers” you need to bepulling)Like any social tool, Facebook needs to be worked in order to achieve specificmarketing, event or fundraising goals. Yes you need to have a an effective FacebookPage where fans can easily interact (read “ 11 Quick Tips to Enhance Your FacebookFan Page” by @ franswaa). And yes you need to have compelling content. However,even with all this, if you donʼt consistently nurture your Facebook relationships, youʼllend up with visitors (potential fans) wondering, “Are they still in business?”Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  27. 27. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonWhat you get by working your Facebook levers: 1. Youʼll grow your fan base organically, which means theyʼll stick around. 2. Youʼll be able to identify your biggest supporters. 3. Youʼll stay current on whatʼs important to your fans (also called“market research”).Facebook levers (manual)Many of the levers you pull on Facebook require time, attention and consideration. Youcan think of these as the “manual levers”.1. MessagesFacebook  Pages and Groups allows you to send messages to fans. Treat this featurethe same way you would an email marketing service: · Your best fans are busy fans. Be sensitive about sending too many messages. · Make the message personal – and use your human voice, not“marketing-speak”. · Make each message count by making it about them – not your organization. · Always include a specific request for action that creates value for them. · Cool tool: Use  bit.ly measure how many folks clicked on your ask. · Learn: See how Danny Brown uses messages in the 12for12k Group.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  28. 28. 2. Encourage SharingIf people are real fans (meaning they feel good about you and yourorganization),  theyʼll want to share what you have – either through messaging theirfriends, or posting to their profile. All you have to do is ask.——————————————3. DiscussionsHildy Gottlieb does a great job engaging members of the Community-Driven InstituteFacebook Group in meaningful discussions. Sheʼll share an article and then ask aspecific question for folks to discuss. Participants learn, share and get to know eachother – all because of  Hildyʼs efforts!Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  29. 29. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon4. Rotating photosYour Facebook Page has an incredible main image, I know.   But try rotating out adifferent image – kinda like Google does with their logos. Fans will take notice whenthey see the new image in their stream.5. Profile StatusesIf it feels good (not forced), share news about your non-profit in your status. And yes,please share good stuff from your “competing” non-profit friends. The  karmicboomerang will always return!Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  30. 30. *Tag! Youʼre it!: Tag relevant friends in your status updates as well:6. Facebook Page Wall PostsMake a habit of posting videos, links and photos on your Pageʼs wall. Share the beststuff and lots of it.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  31. 31. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon7. Facebook Page and Group Wall CommentsWhen people comment on a your wall post, please comment back. Theyʼll feel astronger sense of belonging when their thoughts and feelings are valued. If you donʼthave time to comment on posts, keep planting seeds by liking comments.Facebook levers (automatic)Many Facebook levers can be automated, although you still need to invest time,attention and consideration. You can think of these as the“automatic levers”.8. RSS Blog FeedMake sure youʼve set up the  Notes Application to import your blog posts. This is aneasy way to automate a stream of great on content on your Page and drive traffic backto your blog.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  32. 32. 9. Facebook Toolbar for FirefoxThis little doodad enables you save time and effort with your Facebook actions: · Search Facebook from anywhere. · Get notifications about friend requests, messages, event invitations, and group invitations. · Check out your friendsʼ profile pictures and statuses, and interact with them on Facebook.*Take 90 seconds and  download the Facebook Firefox Toolbar.10. Seesmic Facebook Page FeatureIf you use Twitter, you should know about  Seesmic, an incredible desktop tool thatallows you to easily manage relationships on Twitter and Facebook. Recently, a featurewas added that allows you to hand-pick Facebook Pages that you want to connect withbetter.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  33. 33. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon*Take 5 minutes and  download Seesmic (also watch these  video tutorials on usingSeesmic).11. Multiple AdministratorsDo you know who your biggest fans are? Is there someone you trust who wants to domore? Give them administrative rights to your Group or Page. Youʼll be able to focusyour energies elsewhere. Plus, your new admin friend just might teach you a thing ortwo about Facebook. Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  34. 34. 12. Landing Page URLsEach tab on a Facebook Page has its own URL, so you can  target a precise landingPage for off-site promotion. For example, if you are promoting a fundraising event,you can target a Tab containing  FBML promoting that event.  You can also choosewhich tab to set as the default when users find your Facebook Page vs. when they visitas a fan.13. Know your nodesItʼs easy to aquire 1,000 Facebook fans on a Page who doing nothing, proving that bigger is not necessarily better. The power of your Facebook community depends on the relationships that you have with key influencers ( relationship marketing). These are folks that can sway a group of friends with a post, a tweet or a video. You already know who they are, and have already developed sincere friendships with many of these influencers (donʼt forget – theyʼre friends first!). Facebook lists allows you to organize friends into groups so that you can more effectively nurture these friendships.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  35. 35. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon14. Measure, Rinse and RepeatFacebook Pages provides many ways to measure the results of your actions so that youcan quickly decide whatʼs working and whatʼs not. These reports enable you see whattypes of content your fans prefer and how they like to engage with that content.Here are three of my favorite reports:Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  36. 36. Case Study From 517 to 33,000 connections in two weeks!Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  37. 37. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonTwelve Steps To Creating A Bootylicious Facebook Page You know about Facebook and how everyone and their  mom uses Facebook. Over350 million users so far and growing. But even though brandslike Coke and Starbucks recognize the huge marketing potential on Facebook, whatdoes it mean for your blog?Why you should care about FacebookFacebook Pages have become a popular way for non-profits and businesses expandtheir presence with Facebook users. There are at least four reasons why you shouldtake a closer look at Facebook: · Largest user base – 350 Million users and growing. Do your constituents / customers use Facebook? Probably. · Viral venue – Facebook is built for sharing. Users share messages and other content either as messages or wall posts. · Facebook Connect – Facebook Connect lets third party apps share data and other info with the Facebook platform. For example, Activity Brain letʼs users create an account with their Facebook profile. This means that Facebook users are sharing outside the Facebook walls.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  38. 38. · Not going away – The best way to predict which social media sites you should have a presence on is to see where the crowds are.How to create a bootylicious Facebook PageChances are you already have a Facebook Page. If so, there are several ways you cancreate an even better Facebook Page (if you donʼt have a Facebook Page, check out“How to create a Facebook Page in less than four minutes“).1. Pick A Good Name For Your Page – You can boost your search engine rankings bychoosing a Page title that has carefully chosen keywords. Name your Facebook Pageafter your organization or whatever phrase fans might use to search for you.2. Customize Your Main Image – Facebook allows for a main profile image thatʼs up to200 x 600 pixels. Maximize this real estate! Like Gabe did with his Facebook Page.Also read “5 Creative Ways to Hack Your Facebook Profile Photo“.3. Arrange Tabs – The order of your Facebook Page tabs can be arranged by draggingthem. Simply click on the tab youʼd like to move and then drag it where youʼd like it togo. Avoid clutter by removing tabs you wonʼt be using. FYI – The Wall and Info tabscanʼt be moved.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  39. 39. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon4. Create a Custom Landing Page – Facebook allows you to add up to 10 custom tabswith the Static FBML application. Check out the custom tab Greenpeace has on theirFacebook Page:5. Set Your Default Landing Tab – Once you have created a customized tab, gointo “Settings” on your Facebook Page and under “Default Landing Tab for EveryoneElse” select the Tab you want for your default landing tab in the pop-down menu.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  40. 40. 6. Determine Your Landing Page – Since each tab has its own URL, you can chooseany of them as the landing Page for off-site promotion.7. Create a Custom Navigation Sidebar – A few months ago, I showed you how toadd an interactive sidebar to your Facebook Page. This is a creative way to helpvisitors find exactly what they are looking for on your Facebook Page.8. Add A Custom Fanbox To Your Blog – The Facebook Page Fanbox is a socialwidget that converts casual website visitors into fans of your Facebook Page. You canconfigure your fanbox to show your friends, your wall stream or simply a “Become afan” button. Learn how to add a Fanbox to your blog by watching this video tutorial:“How to add a Facebook Page Fanbox to your website (and customize it)“.9. Feed Your Blog Posts Onto Your Facebook Page – The Facebook Notesapplication allows you to automatically import an RSS feed from your blog onto yourFacebook Page wall. If you havenʼt set that up yet, please watch this video tutorial:“How to automatically feed your blog posts into your Facebook Page”.10. Import Your YouTube Videos – Check out the application calledYouTube VideoBox. It includes an integrated search to find videos on YouTube and a Tab where youShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  41. 41. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydoncan display videos from YouTube. You can also import videos from an existingYouTube.com account.11. Get A Custom Vanity URL – Facebook offers “vanity URLs” for Facebook Pagesthat have over 25 fans (thanks for the info, Greg!).  A vanity URL is the short Facebook URL that helps people easily access your page. A short URL with relevant keywords is good for getting the elusive Google“juice”. 12. Rank Higher In Facebook Searches – This can be done by creating multiple inbound links to your Facebook Page. You can do by linking back to your Page from your blog, linking to your Page from signatures used in forums, and linking from other social media sites like LinkedIn. How To Choose The Best Admin Settings For Your Nonprofit Facebook Page (Video) When you set up a Facebook Page, you want make sure you do it in a way that optimizes the Page for best results. For example, if youencourage fans to post photos, they will be more likely to return.This video goes over all the setting in a Facebook admin panel, keeping strategy inmind.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  42. 42. Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  43. 43. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonHow To Create A Custom URL For Your Facebook Page In 70 SecondsDuring the TechSoup webinar on Facebook yesterday, one question that came upwas about creating a custom URL for your Facebook Page.There are three reasons to create a custom URL for your Facebook Page: 1. Itʼs easy for supporters to remember. 2. Creating the custom URL prevents someone else from registering it. And if someone else does register your brand, it may be costly to claim it as yours. 3. Improve SEO – especially if you use keywords in the URL name. For example, facebook.com/greatburgers will be better than facebook.com/bobsgrill.Create A Custom Facebook Page URL In 70 SecondsShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  44. 44. III. Customizing a Facebook PageHow To Embed A Social Or Fundraising Widget Into Your FacebookPage-- Video TutorialOne of the most effective social media tools available to small non-profits areembeddable widgets. Youtube videos, fundraising widgets and social networkingwidgets can empower your fans to take action for your non-profit.Microactions are keyA word of advice. Chris Garrett and I mentioned during the Philanthropy.com chat, itʼsbest to ask visitors to your Facebook page for specific and doableactions. Asking avisitor to donate $10 now to buy enough books for a single classroom will get a higher“action result” than asking them to “please give”. Again, small, doable and specificactions.Now, the problem with Facebook is that itʼs pretty confusing to use for a lot of folks. SoIʼll be creating a whole bunch of 3-minute videos on whatever Facebook topic youʼd liketo learn more about.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  45. 45. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonHow To Use Facebook “Notes” To Get More TrafficSmall businesses and non-profits that have a Facebook page can leverage the Notesapplication to drive web traffic to their sites. Facebook currently lets Profile usersimport one RSS feed from a blog into their Facebook wall using the Notes application.Hereʼs why this is powerful: 1. If you have 30 fans who each have 100 friends, your blog post will be seen by as many as 3,000 people. These blog posts appear both on profile walls and on the Home Page news feed. 2. The folks who have added your RSS to their notes have essentially endorsed you to their friends. This type social proof is a big part of what influences consumer buying decisions and which non-profits get support.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  46. 46. Three requirements for this to work: 1. You must have a blog with an RSS feed (most blogs have this). 2. Your content must be highly valuable. Again, the Notes application only allows for 1 RSS feed. Why should they choose yours? 3. You must have at least a small group of raving fans on Facebook. Do you know who these folks are? If not, get to know them. If youʼve met these three requirements, then youʼre good to go. Simply ask your raving fans to add your blogʼs RSS feed to their Notes app on their profile. Easy, huh? If you have blog with kick-ass content and fans who rave about you, then itʼs that easy. They love you and will do anything to support your cause. How to make this easy requestAssuming that you already know who these raving fans are, and assuming that they arealready a “Fan” on your Facebook page, simply send an “update” to your fans with thefollowing instructions.You have my permission to copy and paste. 1. After adding the Notes Application to your profile, click on “Import a blog”under “Notes Settings”.2. Enter the feed URL of our blog.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  47. 47. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon3. Click continue.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  48. 48. 4. Within your profileʼs Applications settingpage, click “Edit settings” next to the Notes application. Configure how youʼd likethe feed to appear on your wall.5. Click “Okay” and navigate back to your wall to see the latest blog post.Finally, do not take the efforts of your fans for granted. Send a thoughtful and personal(not via page update, for goodness sake) message of thanks. Heck – send a postcard!Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  49. 49. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonHow to automatically feed your blog posts into your Facebook Page –a video tutorialI recently spoke with a non-profit client who Iʼm working with on social web strategies.At the end of our call, she complained “Weʼve been so busy recently. I can barelyremember to paste our blog posts onto our Facebook Page.”When I told her that she could automate the feed, she almost jumped through the phonewith joy. I promised her that Iʼd make this video.If you donʼt have a Facebook Page yet, go watch “How to create a Facebook Page inless than four minutes”. Iʼll wait right here.This tutorial on how to import your blog posts into your Facebook Page coversthe following steps: 1. Adding the notes application to your Facebook Page 2. Adding your blogʼs RSS feed to the application 3. Confirming and importing your blog postsUpdate: Stacy Brice  asked about importing multiple URLs into a Facebook Page. Irecommended using  Yahoo Pipes (you can also use Google Readeras explained inShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  50. 50. this post by Daniel McLaren called  “Import Multiple RSS Feeds into FacebookNotes”).How to add an interactive sidebar to your Facebook PageCreating a lively, responsive Facebook fan base is much easier when you give thema  Facebook Page that triggers interaction. Content will always be the best way toinspire engagement, but if your Facebook Page is clunky, visitors wonʼt find that content– and theyʼll leave.Clunky defined · When someone visits your Facebook Page and they see your information tab first, instead of the amazing photos of your last fundraising event. · When your best content is hidden behind the “plus” tab. · When a fan arrives at a Tab meant for first time visitors. · When content is hard to find.In order to remove the clunk, create an interactive sidebar so that visitors can quicklyfind exactly what they are looking for.This step-by-step video shows you how.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  51. 51. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonHow To Create An Incentive For Visitors To Fan Your Facebook PageThis tactic works similarly to offering a free download to email subscribers. The onlydifference is that youʼre collecting fans instead of emails in exchange for “fan-only”content.Content is kingBefore we get to the technique though, think about the last time you entered your emailin exchange for a free download.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  52. 52. If youʼre like me, the value of the download was much larger than the“expense” ofjoining another mailing list. The same thing works with Facebook. In other words, thetechnique Iʼm about to show you only works if youʼre offering real value in exchange fora new fan.First, hereʼs how the end result will function. On my Facebook Page (which I justlaunched two days ago) I have a tab called “Free Social Media Video Tutorials ForFans”. This tab has hidden content not seen by “non-fans”.But once the visitor becomes a fan, this tab will display the hidden content.The FBML “hidden content trick” revealedUsing the Static FBML application, simply add the following tags around the content youwant hidden to non-fans.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  53. 53. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonHow to reveal content on your Facebook Page only when someoneclicks likeOne creative way of acquiring Facebook Page connections is to offer free cool stuff forconnections, that isnʼt available to anyone else (I wrote about this back in January, butitʼs worth going over again). For example, onInbound Zombie I have free video tutorialsto anyone who “likes” the Page. The videos are not accessible to anyone else.How to display “connection-only” content on your Facebook PageUsing the Static FBML application and a bit of code (see below), you can displaycontent to a visitor once that “like” your Page.Hereʼs the FBML code for the custom tab:<fb:visible-to-connection>***Content goes between these two tags***</fb:visible-to-connection>See the Charityhowto Facebook Page to see it in action.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  54. 54. How to collect email subscribers on your Facebook PageA few nonprofits have asked me how they can collect emails on their Facebook Pagewithout having folks leave the Page.This video shows you how to create a sign-up tab that redirects to a confirmation tabafter subscribers have joined your email list.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  55. 55. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  56. 56. Why Facebook Pages Droped “Become A Fan” FeatureFacebook recently announced to their advertisers that Pages will no longer allowvisitors to “Become A Fan”. Instead, visitors will connect with a Page by clicking “like”.Facebook users can currently “like” comments, photos or videos on a Page (as shownbelow), but soon theyʼll be able to “like” a Page. The decision to drop “become afan” for “like” is intended to increase the likelihood (pun intended) of users connectingwith brands, non-profits and businesses. Facebook argues that clicking “like” isa lighter-weight action than “becoming a fan”.Core Functionality Will RemainIn the memo, Facebook states that the “core functionality of Pageswill remain unchanged”. Your Page will still have distribution into NewsFeed, the ability to target updates and status updates.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  57. 57. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon Drop The “Fan” Soon In the FAQ about this change, Facebook recommends that marketers start using the term “connections” instead of “fans”. As users adopt “liking”Pages, the term“becoming a fan” will become outdated. Donʼt Confuse “Like” With Love The biggest impact this change will make it a subtle, but important one. As more and more users begin to adopt “liking” Pages, it may be harder to identify true fans. David Berkowitz of Advertising Age writes: “Half the world likes McDonalds, but only a subset (albeit a large subset) would raise their hands and declare themselves fans.”Case Study Five Lessons From A Crowdsourcing Campaign Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  58. 58. IV- Make your Facebook Page Do Tricks (widgets, tools andadd-ins for your Page)How To Link Your Twitter Page and Facebook Profile For Social MediaSanityManaging many social media sites can be a bit challenging for the non-profit whohas little time and/or resources. Many social media sites, including Facebook, recognizethis fact. They also know that social media is increasingly being used for fundraising.To make managing multiple sites easier, Facebook allows you to post your social mediaactivities on Twitter by posting tweets directly from your Facebook page (and visaversa).How To Link Your Twitter and Facebook ProfileAfter you log into your Facebook account, follow these steps:1. Search for “Twitter” in Facebookʼs search field:2. Click the “Allow” button in the “Allow Application” window:Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  59. 59. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon3. After being prompted to log-in to Twitter, you will come to this page:4. Anything you type in the “What are you doing?” field will be instantly posted to Twitter:5. If you want your facebook status to be updated with every post you make fromTwitter, click the following (see warning below):Warning: posting EVERY tweet to your status can be annoying to your facebook friends(I learned the hard way   ). Consider how often you use Twitter before selecting thisoption.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  60. 60. Video Tutorial: Tweetdeck Now Has Facebook Status IntegrationUsing Facebook ConnectGreat news today about Tweetdeck. A pre-release of version 0.24.1bwas posted todayand it is awesome!For those of you who are heavy Facebook and Twitter users, youʼll love the fact thatTweetdeck now has Facebook status integration using Facebook connect. Below is aquick and dirty video of the new Facebook features as well as a few updates with the“other actions” functionality.Whatʼs new in Tweetdeck 0.24.1b(copied from TweetDeckʼs posterous): 1. Clicking on Facebook icon will add a new column full of each of your friends most recent status update which updates automatically once a minute. 2. Ability to direct your tweet/update to post to twitter or Facebook or both directly within the tweet window. Note: direct messages will not be sent via Facebook even if you have the Facebook checkbox ticked.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  61. 61. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonWhat are fundraising widgets and how can non-profits use them?A while back, Chris Garrett and I gave a Techsoup.Org presentation called MeasuringSocial Media ROI. A participant asked “What is a widget?” which Chris and I tried to explain, but only had limited time. Thinking it might be useful to source the answer from an expert, I invited Eric Schrader of the social fundraising company givezooks!, to answer two questions. What is a fundraising widget? Eric: A fundraising widget is a portable version of a campaign or personal fundraiser that you can think of as a Ad for the fundraiser.  And like an Ad it gets placed where potentiallyinterested audiences will see it.  And like successful Ads, itʼs not good enough to beseen – it needs to move the person to action.  Most fundraising widgets do that byletting people know what the fundraiser is for, what the goal is, how much has beenraised so far, who else has given, how much it takes to make a specific impact and anynumber of other things about a fundraiser.  The nice thing about widgets is that onceyou place them, they update themselves – a widget typically pulls the latest status of thefundraiser from the main fundraiser webpage.   Also, clicking on the widget typically willtake you to the main fundraiser page.Why are they important?Eric: Widgets allow supporters to promote your fundraising on various websites. Whether itʼs a supporterʼs blog or a corporate sponsorʼs website, a non-profit can getexposed to a whole new audience via a widget.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  62. 62. The other important thing about widgets is that they help to tell the story: · “How far along is the fundraiser?” · “Who else has donated or supporter the fundraiser?” · “What impact can I make?” · “How can I get involved too?”Many organizations make the mistake of thinking that they have to do fundraising onlyon their website – that the ʻaskʼ needs to be done in the controlled environment or theorganizationʼs website. But the truth is that you make your fundraising more successfulwhen itʼs exposed to new audiences.So set your fundraisers free – get a widget!How to add a Facebook Page Fanbox to your website (and customizeit)The Facebook Page Fanbox is a social widget that converts casual website visitors intofans of your Facebook Page. The Fanbox does this with three key features: 1. Streams content from your Facebook Page onto your website. 2. Displays your current fans. 3. Enables visitors to “become a fan” of your Facebook Page with one mouse- click.Embedding this widget on your website or blog is an absolute must – for any socialmedia strategy. Plus itʼs very easy!How to place a Facebook Fan Box on your website or blog 1. Configure Fanbox 2. Copy code 3. Paste codeShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  63. 63. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonOnce you have installed your Facebook Fanbox, youʼll want to customize it slightly.How to customize your Facebook Fan Box 1. Change the width of the Fanbox 2. Change the number of fans displayed 3. Remove redundant text 4. Show or hide specific elementsShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  64. 64. Accept gift cards as donations with givezooks!Grain of Salt Disclaimer: Even though Iʼm one of the sweetest, nicest people youʼveever met, I must tell you that givezooks pays me a teeny weeny bonus for any businessI refer to them. Oh – Iʼm honest too.A while back, I partnered with givezooks! on a webinar called “10 steps to Nonprofitsuccess on Twitter”, which enabled me get to know their management team. Theywork hard, love what they do, make software thatʼs easy top use,  and promote the heckout of their clientʼs fundraising campiagns. But maybe many of you havenʼt heard ofgivezooks!?Who is givezooks!?givezooks! makes fundraising tools that handle online donations while allowing donorsto share and promote their actions on Facebook and Twitter. The service also turnsShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  65. 65. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydonsupporters into fundraisers by allowing them to create their own personal fundraisingpage. So when friends of that supporter donate money on their page, they can alsoshare that action on Facebook, Twitter or email. Empowering supporters to do “social fundraising” is what makes givezooks! so powerful. Gift cards as donations So when they recently announced a partnership with Plastic Jungle to accept giftcards, I felt it was worth sharing on my blog. This gives more options for donors, which means more money for non-profits! Hereʼs how it works 1 Donor  donates  a  gij  card  to  a  givezooks!  online  fundraiser. . 2 . Gij  Card  is  processed  by  our  partner,  Plastic Jungle. 3 Plastic Jungle  will  then  convert  this  gij  card  to  cash,  and   . send  a  check  to  the  nonprofit. 4 The  donor  will  then  receive  an  electronic  thank  you  note  (that   . will  also  serve  as  a  tax  leUer).For more information and live examples, please check out the givezooks! website.They also have some pretty cool webinars on using social mediaShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  66. 66. How to update your Facebook Page from your cell phone You want to continue the posting frequency on your Facebook Page, but arenʼt sure how to do this and manage an events calendar thatʼs only going to get busier in the Spring and Summer. Fortunately, Facebook allows you to post videos, photos and status updates from your cell phone, withemail or SMS.This video shows you how to: 1. Email video and photos to your Page 2. Post status updates through text messagingShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  67. 67. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  68. 68. 8 New Facebook Social Plugins And How Theyʼll Socialize YourNonprofit WebsiteIn the past I shared with you my initial thoughts on how Facebook will change how weall experience and use the internet – and how this change will impact your nonprofit.Right now, when people visit your website, they see the same content as every othervisitor. By default, itʼs not tailored to their preferences. They also have no clue who elsehas visited your site, what content theyʼve shared on Facebook, and whether they havea social connection to those visitors.The new Facebook platform changes all of this, making your website – and the entireinternet – social by default. By implementing Facebook Social Plugins into your website,you could give your visitors these experiences: · Display content they would prefer, based on their Facebook preferences and what their friends have liked. · Show them who else has visited your site – and even whoʼs on your site right now! · Allow them to engage with current Facebook friends about your cause – on your website. · And do all of this without having to login to to your website.In short, Facebook plugins will allow you to turn any page on your site into aFacebook Page.8 New Facebook Social Plugins – A Summary For NonprofitsFacebook Social plugins are fairly easy to install (most of them are as easy asembedding a YouTube video). 1. The Like Button - The Like Button allows visitors to share content from your site on their Facebook profile – with one mouse click. A good use of this plugin is to place it on Pages with information on actions people can take to support your cause. I have one below this blog post that I installed with a WordPress plugin. 2. Like Box – The Like Box replaces the Facebook Fanbox. It allows your visitors to like your Page, view your Page stream and see connections on your Facebook Page. 3. The Recommendations Plugin – The Recommendations allowsShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  69. 69. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon you to dynamically display content on your site they might like. 4. 5. Comments Plugin – The Comments plugin allows visitors to comment on pages on your site. Those comments are also shared on their Profile. 6. 7. Activity Feed – The Activity Feed plugin allows visitors so see what their Facebook friends are commenting on and liking on your site.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  70. 70. 8. 9. FacePile – The Facepile plugin displays the profile pictures of everyone who has signed up to your site. 10. Login with Faces – A slight variation of the FacePile plugin, the Login with Faces plugin shows profile pictures of the userʼs friends who have already signed up for your site in addition to a login button. 11. The Live Stream – The Live Stream plugin allows visitors to engage with your site in real time. Perfect to use during events. 12.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  71. 71. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonIf youʼre interested in learning more about the Facebook Social Graph Platform, checkout this YouTube playlist on the Facebook Platform release at F8.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  72. 72. Amplify your nonprofit event with Facebookʼs new Live Stream pluginWeʼve talked about some plugins you can use to make your site more social.The Live Stream plugin is one that will be an essential tool for nonprofit events.Live Stream allows visitors to chat about your event – real-time – and share their chaton their Facebook Wall and News Feed. What makes this powerful is that it draws yoursupporters friends into the event in a way that feels natural.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  73. 73. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonShare this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  74. 74. V- Your Facebook CommunityHow do I get my Nonprofitʼs Facebook fans to donate?Getting an army of Facebook fans for your nonprofit is not an easy feat. It takes lots ofplanning, hard work, and time. But just because you have a lot of Facebook fansdoesnʼt mean that youʼre any closer to meeting your fundraising goals. Especially ifyouʼre unknowingly creating barriers.The ask pathWhen potential donors go to your donation page, is it immediately clear how they candonate and what amount they can donate? Do they have to search around your site?How many mouse clicks does an entire transaction require?Seven things to keep in mind: 1. Show Them Impact – One thing that worked very well during theTweetsgiving campaign was showing people what their donations Go deeper -> Community would buy. It created a direct line of site between donation and impact. Philanthropy 2.0 2. Make It Fun – Red Nose Day is a huge hit in the UK, precisely survey because itʼs so damned much fun! Think of creative ways to make sharing fun for your fans. 3. Make The Dollar Amount Specific – The ever-present “donate now”button with no recommended dollar amounts, gets far less results than an ask with a specific dollar amount. 4. Make It Easy To Share – The moment a person donates is the best time to ask them to share that action with others. Applications likeGiving Impact and givezooks do this really well with their social fundraising apps. 5. Target The Ask – Similar to most email marketing services, Facebook allows you to target your messages to a specific subset in your fanbase. You can slice by location, gender and age.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  75. 75. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon 6. Measure The Ask – Measure traffic, clicks, average donation amounts and number of donations. With enough data, youʼll be able to refine your approach over time. Also, Facebook provides great analytics for their Facebook Pages. 7. Keep It Simple –  Frank Barry wrote an excellent guest post onoptimized social fundraising. Go back and check it out.One last thought. Donʼt be discouraged if your first attempts to spur fans to act donʼt getthe results you expect. It takes time to build an active community.How to target your Facebook Page updates and streamsMarketing 101 teaches the law of relevance. The idea is that marketing messages aremore effective when the message is relevant to the demographics of the receiver. Forexample, Iʼm much more interested in Facebook Page updates about restaurantspecials or charity events in Boston than Miami. Targeting updates and streams is easy with Facebook Pages. This allows non-profits to easily promote offline events to their Facebook Page fans without annoying those who live a thousand miles away. How to target a Facebook Page stream Facebook streams can now be targeted by language and/ or location. Simply click on “customize” under the publishing bar and then select the streams youʼd like to target.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  76. 76. How to target a Facebook Page updateA Facebook Page update (sometimes called messages) can be done by selecting“Target this update” at the the top of the update window and then select thedemographics youʼd like to target.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  77. 77. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonImproved Facebook search allows you to see who actually caresabout your non-profit or businessRecently, Facebook released its new search function to all users (only small groups ofpeople had access before then). Users can now search status updates, links, photos,videos and notes (search is limited to the past 30 days).You can search within your friends and see who cares about what theyʼre saying (likesand comments on their updates). You can join these conversations either bycommenting and/or liking a particular post.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  78. 78. Why is this such a big deal?Before this Facebook search capability was available, you could not see theconversation stream.Now you can see, in real time, who is engaging on topics about your business or non-profit.Itʼs almost like Twitter, but not reallyYou can also see the stream of updates for people who have made their updates public.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  79. 79. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonThis means that you can see who is engaging in relevant conversations, even if youhave no connection to them! This is how Twitter works but with one key difference:Twitter is an open network where “connections” are not required to engage with otherusers. On Facebook, you canʼt engage with users in the stream unless they are yourfriends (but you could send them a message).This a huge leap for non-profits who want to measure engagement and connect withpotential supporters.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  80. 80. See the video below:How Non-profits can use the improved Facebook searchHow to manage your non-profit Facebook Page community withSeesmicOne of the biggest complaints I get from my clients about using Facebook is aroundtime management. In order to  build a Facebook community, youʼve got to investsweat equity and heart. There are no short-cuts.Fortunately, there are tools, like Seesmic, that are designed to save time with socialmedia.Seesmicʼs desktop app allows connect with fans of your Facebook Page as well as thefans of other Pages.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  81. 81. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John HaydonIn this video tutorial, I show you: · How to add your own Facebook Page to Seesmic · How to add specific Facebook Pages that you donʼt administer · How to filter down wall posts from fans · How to reply to comments, add comments and “like” wall postsEleven Simple Stats That Must Be Measured On Your Facebook PageFirst, you want to get a sense of where youʼre at with your Facebook Page – soley forsetting a current benchmark. With that in mind, letʼs keep our focus limited to elevenstats:Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  82. 82. 1. Number Of Facebook FansThis is an obvious measurement. When someone fans your page, it means that theyʼveopted-in to receiving messages about your non-profit or business. Documenting fangrowth every couple of weeks can mean three things: ·People are finding our Facebook Page (duh) ·People find our content valuable ·People might even be sharing our content No fan growth is not good. The next ten measurements can be found by clicking on “Insights” for your Facebook Page:2. Number Of Facebook Wall PostsWall posts by fans is one the biggest indicators of engagement. Count the number ofwall posts by fans only (donʼt count your own).Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  83. 83. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon3. Interactions On Your Facebook PageTotal number of total comments, Wall posts, and likes. A broader indicator ofengagement.4. Interactions Per Post On Your Facebook PageAverage number of comments, Wall posts, and likes generated by each piece of contentyou post.5. Post Quality On Your Facebook PageScore measuring how engaging your content is to Facebook users. A higher PostQuality indicates material that better engages users.Posts: Number of posts your Page has made either on the Wall or in video. 6. Page Views On Your Facebook PageNumber of times your Page has been viewed by Facebook users.7. Stream CTR / ETR On Your Facebook PageThis feature is not available yet, but when it is, it will provide you with a measure of theClick Through Rate and Engagement Rate for your content appearing in the FacebookNews Feed. If a user clicks on one of your posts, that will be counted as Stream CTR. Ifa user likes or comments on one of your posts, that will be counted in the Stream ETR.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  84. 84. 8. Media Consumption On Your Facebook PageTotal number of photo views, video plays and song plays.9. Discussion Posts On Your Facebook PageTotal number of discussions started by fans of your Facebook Page (if app is used).10. Reviews On Your Facebook PageNumber of times your Page has been rated in the Reviews application (if used).Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.
  85. 85. The Complete Facebook Guide For Small Non-Profits [CC] 2010 - John Haydon11. Demographics of Facebook Page FansThis is a comprehensive but simple report about the gender and age of your fans.Homework: Capture these 11 Facebook Page stats in an excel spreadsheet. Update asoften as you like, but at least note the date when you collected todayʼs homework.Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.

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