Facebook: the secrets behind the best strategies unlocking potential from over 500m users


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Tim Bunting, Head of Fundraising, Shelter Box

Tommy Tonkins, Communications Officer, Shelter Box

What should your organisations facebook page be used for and how do you ensure synergy with your other social media platforms

Discover how to build facebook fans for your organisation and what you can do with them

Learn the potential for engaging with your supporters through facebook

Learn from a leading practice case study of how facebook transformed the award winning charity Shelter Box

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Facebook: the secrets behind the best strategies unlocking potential from over 500m users

  1. 1. Tim Bunting Tommy Tonkins
  2. 2. “ The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.” Edward R. Murrow
  3. 3. HELSTON CORNWALL The ShelterBox Trust is based in Cornwall, England, and all aid operations are co-ordinated from these headquarters.
  4. 5. Our values
  5. 6. Where we’ve worked
  6. 7. (46,000)
  7. 8. International footprint
  8. 10. From a strategic point of view - What does Facebook offer us? <ul><li>Free* publicity </li></ul><ul><li>Access to 672,000,000 users </li></ul><ul><li>Ability to respond quickly to unfolding events </li></ul><ul><li>Two way communication with our existing and a new supporter and donor base </li></ul><ul><li>Interraction with numerous Networks </li></ul>
  9. 11. What else? <ul><li>It’s simple to use – technical skill not necessarily required! </li></ul><ul><li>Used for internal communications – direct messaging </li></ul>
  10. 12. Why Facebook?
  11. 13. Our Facebook history <ul><li>2009 – no Facebook page </li></ul><ul><li>2011 – 33,527 fans (British Red Cross – 16,000) </li></ul><ul><li>Estimated reach - 10,000,000+ people </li></ul><ul><li>Communications revolution </li></ul>
  12. 15. Principles <ul><li>Strategy </li></ul><ul><li>Voice </li></ul><ul><li>Interactivity </li></ul><ul><li>Relationships </li></ul>
  13. 16. Objectives <ul><li>Awareness </li></ul><ul><li>Traffic </li></ul><ul><li>Loyalty </li></ul><ul><li>(indirectly £) </li></ul>
  14. 17. What to say <ul><li>Content is key </li></ul><ul><li>Fresh </li></ul><ul><li>Engaging </li></ul><ul><li>Interactive </li></ul>
  15. 18. How to say it <ul><li>Open </li></ul><ul><li>Transparent </li></ul><ul><li>Honest </li></ul><ul><li>Tone of voice </li></ul>
  16. 19. Tell your story <ul><li>People relate to people </li></ul><ul><li>Show don’t tell – create a dialogue </li></ul><ul><li>Make it real </li></ul><ul><li>Show the difference your work makes </li></ul>
  17. 20. What’s the future
  18. 21. The Facebook evolution <ul><li>Constant evolution as a platform </li></ul><ul><ul><li>E.g. donations can now be made directly through Facebook </li></ul></ul><ul><li>Increased integration </li></ul><ul><li>Staying ahead of the curve </li></ul>
  19. 22. <ul><li>A photo from Chile of a young girl who lost her home in the massive earthquake using one of ShelterBox's Children's Activity packs that go into each box. This is where your support goes. Thank you. </li></ul>
  20. 23. <ul><li>These are some of the families we are helping in Japan. Thanks to your support we've been able to help them in their time of need. The Japanese authorities have praised our efforts as continue to help families who have lost everything. You can read the latest report here - http://www.shelterbox.org/news.php?id=630 </li></ul>
  21. 24. <ul><li>Here's some festive cheer for you...Marjorie Stevens, pictured here, celebrated her 100th birthday on December 13 and came to ShelterBox HQ today to present us with £400 after asking her friends to donate to ShelterBox rather than buying her presents. It's the season of giving and Marjorie's gift to ShelterBox is inspirational. We can't thank this remarkable woman enough. </li></ul>
  22. 25. Thankyou! Remember: Engage Interact Be Honest
  23. 26. “ Good night, and good luck.” Edward R. Murrow