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Utilizing Facebook Pages and Groups for Nonprofit Organizations


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This presentation covers the latest research about Facebook Pages engagement, benchmarks, and posting reach, as well as how to best optimize Facebook Pages and Groups for developing a vibrant Facebook community. Highlighted topics in this presentation include Facebook research, understanding Edgerank, Facebook Pages strategy, content strategy (with examples), understanding Facebook Groups and best practices, Groups vs. Pages, and actionable next steps.

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Utilizing Facebook Pages and Groups for Nonprofit Organizations

  1. 1. Facebook Groups and Pages Presentation by Debra Askanase, Community Organizer 2.0 November 4, 2012
  2. 2. Debra Askanase,Community Organizer 2.0 Online Engagement Strategist • Nonprofit exec and community organizer • Principal at Community Organizer 2.0 • Online engagement, strategy, training and campaign consulting • Has lived in Houston, Atlanta, Boston, Israel, and Waltham, MA • Blogs about social media + nonprofits at 2
  4. 4. 1FACEBOOK RESEARCH AND BEST PRACTICES Research to guide your practice
  5. 5. 2012 Nonprofit BenchmarksExtra: Facebook• 37 nonprofit organizations surveyed (mostly large organizations) • Estimate 10% of your email list for Facebook fans • Between 2010-2011, median Page growth rate was 70% • On average, about 20% of About 20% of fans see your fans see your content on content any given day About 2% of fans will engage • For every 1,000 fans, 6 will with your content weekly interact with content on any given day (.6%) • 32% of Page reach is due to viral activity (on avg) 5 156449824
  6. 6. Hubspot Research: postingpractices• Best times to post links: 1pm-4pm, Wednesday at 3pm* (• Best days: Sat and Sunday*• Best things: Photos• Say “I”: The word “I” garners the most Likes and comments• Sentiment: Positive or negative posts receive far more comments and likes than neutral ones *each organization should test the best time and type of content, as this can be variable on-facebook.html# 6
  7. 7. Likes by type of post 7 facebook.html#
  8. 8. Share frequency by type ofpost facebook.html# 8
  9. 9. Pew Internet Study: Photoand video curators explosion-of-photo-and-video-sharing/ 9
  10. 10. Pew Internet Study: Photoand video creators explosion-of-photo-and-video-sharing/ 10
  11. 11. BuddyMedia research:Post engagement practices• Post a question and ask for a response. It works!• Fans are happier engaging in contests with the words “winning” and “events” than the words “contest” or “promotion.”• Asking a question at the end of a post drives engagement• “Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions wall-posts.html 11
  12. 12. ComScore: ROE of FB postfrequency 12
  13. 13. Understanding EdgeRank 13
  14. 14. EdgeRank weightLightweight– Likes have little notice in thenews streamMiddleweight- Likes that are “upgraded” to acomment have more weightHeavyweight- The more interactions withthe news stream item (tags, comments,likes, shares) the higher it will show insearch and on the user’s Pages 14
  15. 15. The new “if” factor: PromotedPosts• Pay $5 - $7 to promote a specific FB Post• Only most recent updates (<3 days)• Becomes a “sponsored post”• Guaranteed to be seen by more fans: bumps up rank in the NFO• FB will tell you how many more people saw it because you paid for the post• Only available to pages with 400+ Likes 15 posts/
  16. 16. 2 FACEBOOK STRATEGY Beyond links and updates
  17. 17. SMART Goals: what areyours?• Registrations• Re-enrollment• Fundraising• Satisfaction• Event registration• Other? 17
  18. 18. Identify year-round contentthemes Camp Tel Noar 18
  19. 19. Practice real engagement toget there Move to Action Creates TrustSocial Media Engage Ladder of Engagement © Community Organizer 2.0 19
  20. 20. Identify the conversation 20
  21. 21. Image by Darim Online 21
  22. 22. Share pairs:What is “the conversation?” Camp Pembroke 22
  23. 23. Use relationship ties to fosterreal engagement Trust: Time: intimacy, mutual Amount of time spent confiding together Reciprocity: Intensity: amount of Emotional intensity, reciprocal services sense of closeness You can leverage two components organizationally 23
  24. 24. Trust >> authenticity,transparency URJ Camp Jacobs 24
  25. 25. Be the person behind the logo 25
  26. 26. Reciprocity >> co-creation Camp Yavneh 26
  27. 27. Engage with personal touches• Send personal messages through FB to fans that post and thank them• Post messages from your organization on their Facebook Pages• Create groups• Don’t be afraid to become FB friends with some of your best fans• Always be commenting – answer every one! 27
  28. 28. Leadership Ladder ofEngagement External Internal social leaders Superfans media Fans leaders Bring in new fans and build content 28
  29. 29. Content alchemy Include community Assess what Optimize that in content content resonates content and deepen development as with your follower contributors and community engagement curatorsResearch to find Deepen Move to action out what engagement, engages create trust 29
  30. 30. At your fingertips for content:Facebook features• Types of conversations• Types of content• Interviews• Video• Special offers• Information• Highlighted stories• Pinned stories 30
  31. 31. 3 FACEBOOK GROUPS Relational engagement
  32. 32. At a glance: Pages vs. GroupsFeature Pages GroupsInteractivity More marketing than More relational and relational collaborative than marketingMetrics Facebook Insights No native metricsImportant features Apps, promotion (ads), Document upload, highlighting, pinning group chat, add a memberPost notifications Newsfeed Personal notificationsSearch No YesTypes One type Secret, Closed, and OpenPromotion Social plugins, ads NoneFindability Higher search returns, Can be private, a bit public harder to find 32
  33. 33. Facebook Groups: Secret &Closed Groups• Secret – Develop leaders (ladder of engagement) – Plan events – Collaboration – Confidentiality issues (staff) – Cannot be found in Facebook or any public search• Closed – Develop relationships – Cohort groups (self-identifying) – Confidentiality 33
  34. 34. Facebook Groups: OpenGroups• Open Groups – Marketing and awareness – Inclusiveness – Develop relationships/relational feeling – Ladder of engagement for leadership development 34
  35. 35. Alumni groups URJ Kutz Camp Alumni Open group 35
  36. 36. Alumni groups Surprise Lake Alumni Assoc. Open group 36
  37. 37. Parent Groups 37
  38. 38. Jacob Camp Parents Live Q &AEvent 38
  39. 39. Camp Jacobs Live Q & A Jacobs Camp Parents FB Group 39
  40. 40. 4 FACEBOOK PAGESThe challenge of content with conversation to move fans to action
  41. 41. Facebook Pages: Storytellingand engagement features• Cover photo• Timeline history• Polls/Questions• Photos• Sharing graphics• Video! 41
  42. 42. Use the cover photo to tell astory 42
  43. 43. Take advantage of theTimeline 43
  44. 44. Support yourthemes withcontent 44
  45. 45. Deepen engagement Camp Herzl 45
  46. 46. Video is extremely engaging 46
  47. 47. Make it personal when you can 47
  48. 48. Making it more personal Camp Surprise Lake 48
  49. 49. Be goal-oriented, throughengagement 49
  50. 50. Key Facebook elements• Relationship-building• Creating content that drives engagement• Creating places to drive engagement (Facebook isn’t “just because you have to”)• Fostering a space for the conversation to happen• Measuring your activities against SMART goals 50
  51. 51. 5ACTIONABLE NEXT STEPS Leave here with a plan
  52. 52. Actionable steps Create Know the Pages orDefine SMART goals engagement conversation Groups? strategy Develop content Measure activity HAVE FUN!! strategy against goals 52
  53. 53. Bonus: Critical strategyquestionsWhat is it that your fans care about most?Will it move them to action?----------------------------------------------------------------------- • What content supports the conversation? • What content will excite your community? • What can the community create for your content? (collaborate and empower) • Who will collect and curate content? • How will you measure your activities against your goals? 53
  54. 54. Thank you for your attention! Feel free to follow-up with questions…
  55. 55. Contacting DebraDebra AskanaseCommunity Organizer 2.0 Twitter: askdebra Linkedin: Slideshare: Google+: Telephone: (617) 682-2977 55