Maximizing Use of Facebook and YouTube in the Donation Community

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A January 2010 Webinar presentation to the organ/tissue donation community about maximizing the use of Facebook and YouTube to increase donor registrations.

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Maximizing Use of Facebook and YouTube in the Donation Community

  1. 1. Maximizing Use of Facebook & YouTube in the Donation Community January 28, 2010 Scott Meis | Sr. Project & Social Media Director Lee Aase | Manager of Syndication & Social Media Mayo Clinic
  2. 2. Carolyn Grisko & Associates Inc. <ul><li>Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients. </li></ul><ul><li>www.grisko.com </li></ul>
  3. 3. Mayo Clinic <ul><li>First and largest integrated, not-for-profit group practice in the world </li></ul><ul><li>Significant social media presence in Facebook, YouTube, Twitter, blogs </li></ul><ul><li>See sharing.mayoclinic.org for links </li></ul>
  4. 4. What We’ll Cover <ul><li>Facebook Trends </li></ul><ul><li>Personal vs. Professional Use </li></ul><ul><li>Groups, Causes, Pages </li></ul><ul><li>Promotion & Advertising </li></ul><ul><li>Case Study Examples </li></ul>
  5. 5. What We’ll Cover <ul><li>Online Video Trends </li></ul><ul><li>Channel Setup </li></ul><ul><li>Video Creation & Production Tips </li></ul><ul><li>Video Promotion Tips </li></ul><ul><li>Case Study Examples </li></ul>
  6. 6. Facebook Best Practices
  7. 7. Facebook Trends – January 2010 <ul><li>More than 350 million users worldwide </li></ul><ul><li>1.2B monthly visits </li></ul><ul><li>8B minutes are spent on Facebook a day </li></ul><ul><li>10M become fans of pages a day </li></ul><ul><li>1.6M active pages </li></ul><ul><li>55M status updates each day </li></ul><ul><li>Source: http://www.facebook.com/press/info.php?timeline </li></ul>
  8. 8. Personal vs. Professional Use <ul><li>Grouping Friends </li></ul><ul><li>Top 10 Privacy Settings </li></ul><ul><li>Facebook Etiquette </li></ul><ul><li>Facebook Pages </li></ul>
  9. 9. Friend Grouping
  10. 10. Privacy Settings
  11. 11. Privacy Settings
  12. 12. Privacy Settings
  13. 13. Facebook Etiquette <ul><li>Pick a good photo </li></ul><ul><li>Fill out your bio and info, get a vanity URL </li></ul><ul><li>Be smart about what you post </li></ul><ul><li>Don’t get caught in the coworker “friending” game, use lists </li></ul><ul><li>Balance personal and professional updates </li></ul><ul><li>Don’t be a spammer </li></ul><ul><li>Use common sense </li></ul>
  14. 14. Groups and Causes <ul><li>Group = Short-term </li></ul><ul><li>- Message All Members </li></ul><ul><li>- Similar to Page Setup </li></ul><ul><li>Causes = Long-term </li></ul><ul><li>- Application </li></ul><ul><li>- Email Members </li></ul><ul><li>Messaging & Retention </li></ul>
  15. 15. Page Utility <ul><li>Creating your page </li></ul><ul><li>Enhancing with content </li></ul><ul><li>Engagement & Measurement </li></ul><ul><li>Page Promotion </li></ul><ul><li>Facebook Ads </li></ul>
  16. 16. Static FBML to Customize Page <ul><li>Static FBML Application </li></ul>
  17. 17. Adjust Default Landing Tab Settings
  18. 18. Facebook Page Engagement <ul><li>Allow Fans to Comment! </li></ul><ul><li>Status Updates – More than random tidbits </li></ul><ul><li>Use strong visuals – photos and videos </li></ul><ul><li>Maximize the Event tool </li></ul><ul><li>Be responsive and use for feedback </li></ul>
  19. 19. Additional Facebook Applications to Consider <ul><li>Social RSS – Feed latest blog posts to fans </li></ul><ul><li>YouTube Box – Feed in YouTube video content </li></ul><ul><li>Causes – Show support of charity or cause </li></ul><ul><li>Poll – Use to crowdsource, gather feedback </li></ul><ul><li>Involver – Site that provides professional apps </li></ul>
  20. 20. Facebook Page Insights
  21. 21. Facebook Page Promotion <ul><li>Cross-promote on other social media sites, Website </li></ul>Source: http://www.enjoyillinois.com
  22. 22. Facebook Page Promotion <ul><li>Cross-promote on other social media sites, Website </li></ul>
  23. 23. Facebook Page Promotion <ul><li>Facebook Fan Box </li></ul><ul><li>- Embed on Site </li></ul><ul><li>- Easy New Fan Tool </li></ul>
  24. 24. Facebook Ads – Utility & Best Practices <ul><li>Targeted, Social Action Outreach </li></ul><ul><li>Controlled Budget </li></ul><ul><li>Action Item + Fan Growth </li></ul><ul><li>Easy Analysis </li></ul><ul><li>Best Practices </li></ul>
  25. 25. Facebook Case Study #1 <ul><li>Partnership with US99 </li></ul><ul><li>Static Landing Page on DLI Blog </li></ul><ul><li>Drive Giveaway Around Action </li></ul><ul><li>$250 Spend = 60 Registrations, 150 Additional Fans </li></ul>
  26. 26. Facebook Case Study #2 <ul><li>8 Days to 8,000 Fans Event </li></ul><ul><li>Promotion </li></ul><ul><li>- Blog post </li></ul><ul><li>- Facebook page event </li></ul><ul><li>- DLI e-news </li></ul><ul><li>- 3,170 new fans </li></ul><ul><li>Word-of-mouth does the rest with strong content ! </li></ul>
  27. 27. Why Fans Matter <ul><li>Direct Brand Engagement </li></ul><ul><li>Personal, Real-Time Feedback </li></ul><ul><li>Foundation for Targeted Outreach </li></ul><ul><li>Word-of-Mouth </li></ul><ul><li>Stream of New Advocates </li></ul><ul><li>Active Engagement = Strong SEO </li></ul>
  28. 28. Facebook Marketing Resources <ul><li>Inside Facebook </li></ul><ul><li>All Facebook </li></ul><ul><li>Facebook for Business – HubSpot </li></ul>Good Luck!
  29. 29. YouTube Best Practices
  30. 30. Online Video Trends <ul><li>77% of Internet Users Watch Online Video </li></ul><ul><li>Mobile Usage Skyrocketing </li></ul><ul><li>13 Hours of Video Uploaded to YouTube Each Minute </li></ul><ul><li>Avg. YouTube Video is 2 min. 47 seconds </li></ul><ul><li>100 Million YouTube Visitors Each Month </li></ul><ul><li>Sources: http://www.slideshare.net/Louise_Gordon/state-of-online-video-glen-caruso-tremor-media , http://blog.brightcove.com/en/2009/12/trends-online-video-2010-part-1 , http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ , http://blog.cleancutmedia.com/video/youtube-statistics-the-ultimate-time-suck </li></ul>
  31. 31. Nonprofit Channel Setup <ul><li>Sign Up for YouTube’s NonProfit Program </li></ul><ul><li>Carefully Select Your URL </li></ul><ul><li>Use Channel Tags </li></ul><ul><li>Take Advantage of Branding & Call-to-Action Overlays </li></ul>
  32. 32. Nonprofit Channel Setup – Branded Banner
  33. 33. 10 Basic Nonprofit Video Production Tips <ul><li>1. Low Budget? Try a Flip Camer a </li></ul><ul><li>2. Research Your Subject and Pre-Interview – The More </li></ul><ul><li>Personal and Emotive, the Better </li></ul><ul><li>3. Pay Attention to Your Background </li></ul><ul><li>4. Assess & Adjust Your Lighting </li></ul><ul><li>5. Check Your Audio and Ambient Noise </li></ul>
  34. 34. 10 Basic Nonprofit Video Production Tips <ul><li>6. Watch Your Framing </li></ul><ul><li>7. Engage Your Subject With Eye Contact </li></ul><ul><li>8. Shoot More Than You Need, Keep Takes Short, Gather </li></ul><ul><li>B-Roll </li></ul><ul><li>9. Log Your Footage, Use iMovie or Similar Program </li></ul><ul><li>10. Keep Online Videos Less Than 2 min. 30 sec. </li></ul><ul><li>Authentic, Relevant, Engaging! </li></ul>
  35. 35. YouTube Video Uploads <ul><li>Select “Private” During Upload as a Precaution </li></ul><ul><li>Pay Attention to Title, Description, Tags and Category </li></ul><ul><li>Take Advantage of Call-to-Action Overlay </li></ul><ul><li>Allow Comments and Sharing </li></ul><ul><li>Organize with Playlists </li></ul><ul><li>Feature New Videos on Channel </li></ul>
  36. 36. YouTube Video Uploads
  37. 37. 10 Nonprofit Video Promotion Tips <ul><li>1. Use YouTube’s Broadcast Tool to Announce to </li></ul><ul><li>Subscribers </li></ul><ul><li>2. Upload on Additional Sites ( DoGooder , ICYou , Vimeo , </li></ul><ul><li>Google Video, Yahoo Video, Blip , Transplant Café , etc.) </li></ul><ul><li>3. Embed Video On Your Website Homepage </li></ul><ul><li>4. Use Video as Content for a Blog Post </li></ul><ul><li>5. Share With a Facebook Page and Twitter Status Update </li></ul>
  38. 38. 10 Nonprofit Video Promotion Tips <ul><li>6. Incorporate Video Into Your E-News </li></ul><ul><li>7. Share With Company-Wide Email and Ask to Share </li></ul><ul><li>With Friends/Family </li></ul><ul><li>8. Create Local Press Release on Subject, Directing </li></ul><ul><li>Reporter to Video as Supplemental Content </li></ul><ul><li>9. NETWORK – Connect and Comment on Other YouTube </li></ul><ul><li>Users, Bloggers, Discussion Boards, etc. </li></ul><ul><li>10. Create a Series </li></ul>
  39. 39. YouTube Insights – Measure, Track, Trend
  40. 40. Nonprofit Video Case Study – Pink Glove Dance <ul><li>Fun, Personal, Unique, Shows Sense of Community </li></ul>
  41. 41. Nonprofit Video Case Study – Mayo Clinic
  42. 42. Nonprofit Video Case Study – Mayo Clinic
  43. 43. Nonprofit Video Case Study – Mayo Clinic
  44. 44. YouTube Marketing Resources <ul><li>Components of a Viral Video </li></ul><ul><li>YouTube Best Practices </li></ul><ul><li> http://www.diosacommunications.com/youtubebestpractices.htm </li></ul>http://www.youtube.com/t/nonprofit_budget
  45. 45. Questions & Comments <ul><li>Scott Meis </li></ul><ul><li>[email_address] </li></ul><ul><li>312-335-0100 </li></ul><ul><li>www.grisko.com </li></ul><ul><li>@ ScottMeis </li></ul><ul><li>Lee Aase </li></ul><ul><li>[email_address] </li></ul><ul><li>@LeeAase </li></ul><ul><li>Suggested Reading: Beth’s Blog , SMUG , Social Media Today , Mashable , Social Media Snippets , Groundswell , The New Community Rules </li></ul>

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