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Christy Heenan - Fantastic Facebook Pages


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Using Facebook as a tool for nonprofit fundraising seems like a great idea, but as many nonprofits have discovered, it’s not as easy as it might look. This session provides a step-by-step approach on how to plan your Facebook strategy, create a compelling Facebook Page, establish a community management system and integrate Facebook with your web presence. Using real-life examples of nonprofits who successfully use Facebook as a tool, Christy will demonstrate how to engage donors and attract new members to your online community.

- How to define your Facebook strategy
- How to create a Fantastic Facebook Page
- How to manage your online community and measure your success

Published in: Technology, Business
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Christy Heenan - Fantastic Facebook Pages

  2. 2. About Christy Heenan  Certified Internet Marketing Virtual Assistant specializing in Social Media.  Provides clients with social media strategies and training and designs and implements marketing campaigns on a variety of social networks.  Founded VirtuAll in 2007 to support non-profit organizations and small businesses in their internet marketing efforts.  Previously held marketing positions with companies in the public, private and not-for-profit sectors including Public Affairs Officer for the City of Mississauga and Director of Special Event Fundraising for The Credit Valley Hospital Foundation.
  3. 3. Overview  About Facebook  Building a Fantastic Facebook Page  Building an Effective Content and Community Engagement Strategy  How to Measure your Success  Strategic Facebook Pages for the Non-profit Sector  Q&A
  4. 4. About Facebook
  5. 5. Facebook Profiles vrs. Pages PROFILES •Entry Point to Facebook •Designed for an individual NOT a business. •Able to have up to 5000 friends. •Enhanced user engagement (able to send direct messages). •Same overall look and feel as FB pages. •Able to create targeted friends lists and segment content sharing. PAGES •Pages must be connected to a FB Profile. •Designed for the business NOT the individual. •Showcases your business brand. •Ability to have unlimited number of likes (fans). •Ability to create custom landing pages for fans / non- fans •Offers Analytics through Insights. •Able to send “Notifications” to Fans. •FB Applications.
  6. 6. Elements of a Page 1 2 3 4 5 6 7 8 9 10 1112 13 14 15 15
  7. 7. News Feeds Two New Wall Filters – “Posts by Page” and “Posts by Everyone” Set the default as “Posts by Page” so that new users can view your content first.
  8. 8. Building a Fantastic Facebook Page
  9. 9. Creating the Page 
  10. 10. Optimizing your Page
  11. 11. How to Edit Your Page
  12. 12. Page Settings
  13. 13. Manage Permissions
  14. 14. Basic Information
  15. 15. Profile Picture and Photo Strip
  16. 16. Featured Likes and Page Owners
  17. 17. Marketing your Page
  18. 18. Manage Admins
  19. 19. Facebook Applications
  20. 20. Mobile
  21. 21. Facebook Insights
  22. 22. Building Effective Content and Community Engagement Strategies VRS.
  23. 23. Content  Read: Subscribe to top 5-10 blogs in your industry. Observe trends, hot topics, new insights etc...  Listen: Follow blog comments, social conversations on related industry topics. Survey and listen to Facebookcommunity.  Share: Share valuable tips, web links, discussion topics, seek feedback and comments.  Engage: Actively solicit feedback, respond to fan comments in a timely manner. Stimulate and fuel the conversation.
  24. 24. Engagement  Post Weekly Trivia (Who won last year’s race?)  Post a new event photo and ask the community for their favourite.  Ask audience to “like” a particular status. (“Like this if you are attending this year’s race for the cure”)  Encourage fans to post content (Post a photo of them from last year’s event”)  Run a special contest (through a Facebook approved app like Wildfire)  Be pro-active in responding consistently to fan posts and comments.  Facebook Alerts will keep you on track of all incoming comments and posts.
  25. 25. Your Initial Marketing Push
  26. 26. Your Facebook URL
  27. 27. Best Practices for Posting
  28. 28. Best Practices for Posting
  29. 29. Tagging Posts
  30. 30. Promoting your Posts
  31. 31. Posting on another Page as a Page
  32. 32. Impressions and Feedback
  33. 33. Best Practices for Posting  Three biggest FB usage spikes on weekdays occur at 11am, 3pm and 8pm. (EST)  Biggest spike occurs at 3pm EST on weekdays, with Wednesday being the busiest day.  Fans less active on Sundays compared to other days of the week.  Posts made before noon EST get 65% more engagement than posts after noon.  Friday posts generate the most engagement, while Saturday and Sunday have the least engagement. Interesting Note: Images are more engaging as measured by fan responses, likes, and shares than video or text.
  34. 34. Best Engagement Practices  Make posts at least 2-3 times per day. Remember this is NOT Twitter so be mindful of posting too much and inundating the news feeds of fans.  Mix up the types of content. (video, text, images audio)  Consider creating a content calendar. (feature fans on Monday, post videos on Tuesday, promote a weekly special etc....)  Use conversational tone in your posts. (I or We or Company)  Make sure to word posts in a way that encourages and stimulates interaction.  Set your Facebook email alerts and schedule times during the day for responding to posts and comments. (3 times per day)  Always screen your posts by the three questions: Does it educate, does it inspire, does it entertain?  Be creative, open and friendly.  Immediacy and relevance are crucial to the success of your Facebook Page.  Evaluate the impressions and feedback levels of your content to determine what types of content and engagement most interest your audience.  Add a call to action to your posts
  35. 35. Best Promotion Strategies  Share free products and information (ebook, PDF, webinar)  Unique events –solicit email sign-up.  Holiday and time-sensitive issues  Share relevant content leading-up to a new campaign launch  Promotion videos.  Custom tabs featuring content, ecommerce applications etc...
  36. 36. Admin tasks for implementing Strategy  •Research and compile relevant content in Google Docs.  •Create weekly editorial calendar for FB page content.  •Post approved content.  •Monitor fan comments and responses (Watch for spam and negative feedback).  •Create an “Engagement Policy”.  •Monitor impressions and feedback to determine the most popular type of content.
  37. 37. Custom Branding  Create a branded Welcome or Contest Page using custom imagery  Set the custom page as the landing page for new visitors When someone lands on your page, you should be answering these questions:  Who are you or what is your organization?  Why sound the visitor be interested in you?  What will they get out of Liking your Page?
  38. 38. How to Measure your Success
  39. 39. Community Conversion Plan
  40. 40. Facebook Insights
  41. 41. Facebook Insights
  42. 42. Facebook Insights
  43. 43. Google Analytics
  44. 44. Email Leads
  45. 45. Create a Tracking Report
  46. 46. Strategic Facebook Pages for the Non-Profit Sector
  47. 47.
  48. 48. Four Part Facebook Page Strategy for Non-Profits Cause Building Education Fundraising Community Building
  49. 49. Facebook Page Strategies for the Non Profit Sector  Be a student of Social Good Movements on Facebook.  Inspire and education first.....Fundraise second  Build an engaging landing page that educates, inspires and calls the user to take action. (Use Like-Gating Strategies discussed in course)  Establish a Facebook Engagement Policy (Determine who in the organization will be posting, monitoring and replying)  Use all forms of media to passionately communicate your cause (Videos, presentations, podcasts, photos, blog posts)  Integrate blog and Flickr feeds, YouTube channel into your Page
  50. 50. Facebook Page Strategies for the Non Profit Sector  Partner with other like-minded page owners to help raise awareness about your respective causes. (Post as page owner on other pages)  Provide a collaborative atmosphere on page – solicit your community for ideas to help further your cause (treat them as partners)  Create a content schedule – assignment someone in the organization to share 2-3 quality posts per day.  Enlist a base FB volunteers to share your cause (and page) through their social network connections  Create targeted Facebook Social Ads  Build subscriber base for newsletter or free offer.
  51. 51. Powerful Facebook Apps for Non-Profits  FundRazr – Social Fundraising (
  52. 52. Powerful Facebook Apps for Non-Profits  Giving Impact (
  53. 53. Powerful Facebook Apps for Non-Profits  Donations App (
  54. 54. Great Social Media Tool for Non-Profits 
  55. 55. Powerful Facebook Apps for Non-Profits  Facebook “Causes” App
  56. 56. Great Social Media Resources for Non-Profits     
  57. 57. QUESTIONS? Thank you! Christy Heenan Founder VirtuAll ~ online marketing solutions and support Bus: 905-569-7524