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Getting The Most Out Of Facebook For Your Nonprofit Darren Rankin May 15, 2012A Service Of: Sponsored by:

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Protecting and Preserving the www.cjwconsulting.com Institutional Memories of Nonprofits Since 1993 (866) 598-0430 info@cjwconsulting.comA Service Of: Sponsored by:

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Affordable collaborative data management in the cloud.A Service Of: Sponsored by:

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Today’s Speaker Darren Rankin President, KarmaWell Inc.Assisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Cheri J Weissman, CJW Consulting & Services, Inc.A Service Of: Sponsored by:

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GETTING THE MOST OUT OFFACEBOOK FOR YOUR NONPROFIT

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TABLE OF CONTENTS Intro: Why Facebook? Page Setup Content Engagement Analytics Wrap-up Questions General Definitions Thank You from KarmaWell!

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WHY FACEBOOK?

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"If youre not in the social space, then youre not anywhere. It is crucially important to be engaging with your customers on a daily basis.” -Jenna Boig, The Nature ConservancyWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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Facebook Allows You To: Personalize Your Cause Build Your Community Engage Your Fanbase Raise Funds!Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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WHY FACEBOOK? • There are 800 Million people on Facebook – 1.5 million US non profits – 75 million Facebookers support non profit pages – 100,000 nonprofits have pages • Nonprofits can use Facebook to find fans that are Committed to their cause • Nonprofit supporter bases are Growing RapidlyWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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FACEBOOK WORKS… IF YOU DO IT RIGHT! Case Study: Tuesday, May 1, 2012 • Facebook called users to register as organ donors • Within hours… 6,000 signed up! (15x normal)Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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WHO’S THERE NOW? • Nov 2010 Study: Top 100 nonprofits… Oct 13, 2011 ReviewWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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PAGE SETUP

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BEFORE YOU START: THINGS TO CONSIDER • Look at other Nonprofits. What’s Working For Them? • Consider your goals – Short-Term – Long-Term • Evaluate your resources • Be prepared to Evaluate/ Analyze PerformanceWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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FACEBOOK SETUP WIZARD 1. Choose a Master Admin:1 2 4 7 8 53 9 6 10 Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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POST WIZARD: PRETTY BASIC!...NOT DONE!Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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MANAGE SETTINGS: VIEWSWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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MANAGE PERMISSIONS More Open = More Engagement = More Oversight ✔ ✔ ✔Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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COMPLETE BASIC INFORMATIONWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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CHOOSE A PROFILE PICTUREWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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RESOURCESWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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MANAGE APPS • Enhance your Page Experience. • Connect Real-Time actions on the web • Keep it SimpleWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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CHOOSE YOUR COVER IMAGE• Quickly Engage• Tell Your Story• Make it Relevant, Specific, & Emotionally Compelling Follow the Rules: NO Contact Info NO Direct Calls to Action • Like Us • Share Us • Donate • Pledge Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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MAKE YOUR LANDING PAGE LIVELY/INTERESTINGWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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INTEGRATE YOUR SOCIAL MEDIAWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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CONTENT

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WRITE POSTS SPECIFICALLY FOR FACEBOOK• Provide New Info that followers care about• Discuss Important Topics• Keep them Coming Back! Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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Talk about Current Events that are Relevant to your cause Be BOLD! Get Your followers’ Attention!Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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USE PHOTOS / VIDEOS Facebook now lets you use videos and larger photos in your news feed. Use Them!Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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FOLLOW THE 80/20 RULE80% of Posts Should be Relevant Content 20% Should Have a Call to Action Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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HAVE A PURPOSEWhat do you intend to get from FaceBook? – Raise Funds? – Recruit Volunteers? – Gain Likes? – Foster Activists?Make sure your posts are in line with This Goal!Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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SET A SCHEDULE AND STICK TO IT! • Provide Regular Content • Find Your Frequency • Assign ResponsibilitiesWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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CONSIDER YOUR CALL TO ACTIONMake Sure Fans know what you want them to do! Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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HIGHLIGHT POWERFUL POSTS The Pin To Top Feature lets you Emphasize a Specific Post for 7 daysWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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THE PERFECT POST Content Call To Action Photo SharingWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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ENGAGE

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ENGAGE YOUR FOLLOWERS• Encourage Responses• Ask Open-Ended Questions• Let customers Ask Questions of your staff Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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ENGAGEMENT TOOLS Quizzes Contests PollsWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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REPLY TO POSTS AND BE AN ACTIVE USER• Encourage people to post their own experiences by responding to them personally• Encourage Discussion Between Users, not just between your org and the user• Don’t be afraid to take the conversation offline through Direct Messaging. Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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DIRECT MESSAGING • Reach out to users individually if they require private attention • Be aware of the 2-to-1 rule 1 User Message = 2 Direct Cause Messages 1 User Message = 2 Direct Cause MessagesWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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NETWORKING• Follow other Causes. They will Follow You!• Repost their relevant content to your followers• Find FaceBook Groups that match your Cause• Create your Own Groups!Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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LINK FROM YOUR WEBSITEWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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LINK FROM YOUR EMAILSWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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LINK FROM ANYWHERE Your Twitter Your Blog Your Business Cards Your Email Signature Your Newsletters Your Print PromotionsWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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ADVANCED STRATEGIES / ANALYTICS

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SOCIAL PLUGINSWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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TIMELINE APPSWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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SHOWING UP ON NEWS FEEDSWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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FACEBOOK ADSWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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FACEBOOK INSIGHTSWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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BEST PRACTICES • Export Data Monthly for comparisons and access when Insights is offline • Regularly check to see what your Audience is Responding ToWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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DEMOGRAPHICS AND ENGAGEMENT TYPES • Who are you Engaging? • What are they Doing? • Tailor Posts accordinglyWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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ADDITIONAL TIPSWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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YOUR PAGE’S NEWS FEED

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WRAP-UP

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KEY TIPS• Fill In your FaceBook Information Completely – Help Fans Find Your Page• Content Should Be Relevant / Timely – Remember the 80/20 Rule• Engage Your Followers – Keep them Active and Engaged with Your Cause• Analyze Your Performance – Monitor your Progress and Make Adjustments

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QUESTIONS?Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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GENERAL FACEBOOK DEFINITIONS Fan: A Facebook "fan" is a user who "likes" a particular page. If a user chooses to "like" a page, they are then able to get updates from that pages administrator through status updates, link posts, and event invitations. Friend: A User who accepts a friend request from another user. Both users will receive updates and status posts from each other as long as they remain “friends” Friend List: A total list of all people connected to a user through approved friend requests. Group: A group of FaceBook users with interest in a single subject. Groups are created by users, and assigned admins. In order to join a group you must be approved by an admin.Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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GENERAL FACEBOOK DEFINITIONS Like: A Facebook action in which you give your approval for a specific Facebook page. That page will show up in your list of likes, and any posts made by that page will show up in your Activity Feed. Activity Feed: A list of stories created by your friends and any page that you have liked. Tag: The act of referencing a specific user or page on one’s posts. Wall: The area on a profile or page where friends and “fans” can post their thoughts, views, or criticisms for everyone to see.Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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FACEBOOK INSIGHTS DEFINITIONS Total Likes: The number of unique individuals who click the Like button to “Like” your Facebook Page. This number is sometimes referred to as Lifetime Likes. New Likes: The number of unique individuals that liked your Facebook Page during a specific date range that you select. Like Sources: The number of times your Facebook Page was liked, categorized by where the like occurred (on your Facebook Page, website, and so on) during the specific date range that you select. Unlikes: The number of unique individuals who have unliked your Facebook Page during the specific date range that you select. Friends of Fans: The number of unique individuals who are friends with the people who like your Facebook Page. These people represent the total potential reach of any content you publish to your Facebook Page.Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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FACEBOOK INSIGHTS DEFINITIONS People Talking about This: The number of unique individuals who have created a “story” (see definition below) about your Facebook Page during the time period you select. Story: A term used to reference the ways people can interact with your page, including: • Liking your Facebook Page • Liking, commenting on, or sharing a post from your Facebook Page • Answering a question you asked on your Page • Responding to an event you posted on your Page • Mentioning your Page within their own posts • Tagging your Page in an uploaded picture • Checking in to or recommending your Facebook PlaceWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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FACEBOOK INSIGHTS DEFINITIONS Total Reach: The number of unique individuals who have actually seen any content related to your Facebook Page. This could include content published on your Page, as well as Facebook Ads and Sponsored Stories that lead people to your Page. Organic Reach: The number of unique individuals who saw a specific post from your Facebook Page on their own News Feeds, tickers, or directly on your Page. Paid Reach: The number of unique individuals who saw a specific post from your Facebook Page through a paid source, such as a Facebook Ad or Sponsored Story. Viral Reach: The number of unique individuals who saw a specific post from your Facebook Page through a story published by one of their Facebook friends.Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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FACEBOOK INSIGHTS DEFINITIONS Active Users: The number of people who have viewed your Facebook Page or interacted with it in some way (for example, liking it, commenting on a post, and so on). Monthly Active Users: The number of people who have viewed your Facebook Page or interacted with it during the previous 30 days. Daily Active Users: The number of people who have viewed your Facebook Page or interacted with it on the specific day you select, categorized by the type of action they performed. Engaged Users: The number of engaged individuals who have clicked anywhere on one of your Facebook Page posts. They could have liked your post, commented on it, shared it, and so on.Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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FACEBOOK INSIGHTS DEFINITIONS External Referrers: The number of views your Facebook Page received from website URLs that are not part of Facebook.com. Page Views: The total number of times your Facebook Page was viewed during the time period you select. Tab Views: The total number of times each tab in your Facebook Page was viewed when people were logged in to Facebook, during the time period you select. Post Views: The number of times a story published on your Facebook Page News Feed was viewed during the time period you select.Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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FACEBOOK INSIGHTS DEFINITIONS News Feed: The center column in a Facebook Profile or Page which displays a continually updated list of stories published by people and Pages you follow on Facebook. Page Content or Post Feedback: The number of likes and comments on stories published in your Facebook Page News Feed during the time period you select. Daily Story Feedback: A breakdown of how people responded to your stories by engaging with them (through likes or comments) or unsubscribing from them (so your Page stories don’t appear in their News Feeds in the future) during the time period you select.Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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FACEBOOK INSIGHTS DEFINITIONS Daily Page Activity: A breakdown of how people engaged with your Facebook Page, other than by commenting and liking your posts, on the specific date you select. For example, this metric will measure when fans write on your Facebook Wall, upload photos or videos to your Page, write reviews, participate in your Page’s discussion board, mention your Page in updates they publish on their own Facebook Profiles, or mention your Page to friends. Impressions: The number of times a post from your Facebook Page is displayed, regardless of where a person sees it. A single person can see a post multiple times, thus creating an impression for every time that content is viewed. Media Consumption: The number of times a piece of media content that you published on your Facebook Page, including a video, photo, or audio clip, is clicked and viewed on a specific day.Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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THANKS!!! – NOW GO CAUSING!Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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HI!! SO, WHAT’S KARMAWELL?Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

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• Free service & tools helping nonprofit uncover revenue & engage/develop supporters all-year-longWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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CONTACT US: WE ARE EXCITED TO HELP! Darren.Rankin@KarmaWell.com Marshall.Alexander@KarmaWell.com operations & growth technology Oumar.Ganame@KarmaWell.com partnershipsWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

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