Facebook 101 - Critical Tactics for SuccessFriday, October 21, 2011
Facebook 101 - Critical Tactics for Success        Who is John Haydon?        Founder of Inbound Zombie - a non-profit soci...
Facebook 101 - Critical Tactics for Success        What we’ll be talking about today                   Why Facebook?      ...
Facebook 101 - Critical Tactics for Success        Why Facebook?                                        4Friday, October 2...
Facebook 101 - Critical Tactics for Success        Why Facebook?                                  An additional channel to...
Facebook 101 - Critical Tactics for Success        Why Facebook?                                        6Friday, October 2...
Facebook 101 - Critical Tactics for Success     Facebook Profiles, Pages, Places, Community Pages & Groups                 ...
Facebook 101 - Critical Tactics for Success     Facebook Profiles, Pages, Places, Community Pages & Groups           Facebo...
Facebook 101 - Critical Tactics for Success     Facebook Profiles, Pages, Places, Community Pages & Groups           Facebo...
Facebook 101 - Critical Tactics for Success     Facebook Profiles, Pages, Places, Community Pages & Groups           Facebo...
Facebook 101 - Critical Tactics for Success             Aligning brand promise with your Page strategy                    ...
Facebook 101 - Critical Tactics for Success             Aligning brand promise with your Page strategy                    ...
Facebook 101 - Critical Tactics for Success             Aligning brand promise with your Page strategy     Fast customer s...
Facebook 101 - Critical Tactics for Success                           Creating a killer Facebook Page              • Pick ...
Facebook 101 - Critical Tactics for Success                                    Before you go live              •     Make ...
Facebook 101 - Critical Tactics for Success                           Launching your Facebook Page                • Create...
Facebook 101 - Critical Tactics for Success                           Why care about engagement?Friday, October 21, 2011
Facebook 101 - Critical Tactics for Success                           Why care about engagement?     To you, engagement   ...
Facebook 101 - Critical Tactics for Success                           Why care about engagement?                • Understa...
Facebook 101 - Critical Tactics for Success                               Measuring results              How to use Facebo...
Facebook Foundations - Critical Tactics for Success                                           Questions?Friday, October 21...
Facebook Foundations - Critical Tactics for Success                           More resources:                             ...
Facebook Foundations - Critical Tactics for Success                       Five template tools for custom Facebook tabs    ...
19 WAYS TO GET MORE COMMENTS                                  ON YOUR                             AND LIKES               ...
HOW TO GET MORE COMMENTS    1    Keep it short – Several studies have indicated that shorter updates (less than 100    cha...
HOW TO GET MORE COMMENTS    2    Post during mornings and evenings – Several studies have indicated that shorter    update...
HOW TO GET MORE COMMENTS    3    Keep it short – Several studies have indicated that shorter updates (less than 100    cha...
HOW TO GET MORE COMMENTS    4    Ask yes or no questions – Yes or no: Are you more likely to    answer “yes or no” questio...
HOW TO GET MORE COMMENTS    5    Ask true or false questions – This is another type of question that’s    very easy for fa...
HOW TO GET MORE COMMENTS    6    Ask fill in the blank questions – Another way to make is it easier for    fans to comment ...
HOW TO GET MORE COMMENTS    7    Ask timely questions - Questions that relate to a holiday or popular event    are easy to...
HOW TO GET MORE COMMENTS    8    Ask edgy questions – Green Peace does a great job with this by    asking questions like “...
HOW TO GET MORE COMMENTS    9    Ask questions about a photo – Share a photo an ask your fans to    comment. For example, ...
HOW TO GET MORE COMMENTS    10    Ask preference questions – When you were in college, did you    prefer essay questions o...
HOW TO GET MORE COMMENTS    11    Ask who’s attending an event – You can target this question on    your Facebook Page wal...
HOW TO GET MORE COMMENTS    12    Ask for tips – Facebook users, like anyone, love to share their personal    experiences ...
HOW TO GET MORE COMMENTS    13    Ask humanistic questions – This approach is intended to tap into the    shared humanity ...
HOW TO GET MORE COMMENTS    14    Reply and pay attention – People skills 101 talks about    acknowledging someone when th...
HOW TO GET MORE LIKES     FOLLOWING ARE 5 TIPS TO GET MORE     LIKES ON YOUR NONPROFITS     FACEBOOK PAGE                 ...
HOW TO GET MORE LIKES    15    Simply ask – Asking for people to “like” a specific update is often    overlooked. “Click ‘l...
HOW TO GET MORE LIKES    16    Post photos – Out of the more than 30 billion pieces of content shared    on Facebook each ...
HOW TO GET MORE LIKES    17    Post videos – Videos (whether uploaded to Facebook or shared as a    link), allow fans to c...
HOW TO GET MORE LIKES    18    Photo theatre – The photo theatre (a lightbox that opens whenever a    user clicks on a Fac...
HOW TO GET MORE LIKES    19    Page Post Story Ads – Some of your fans may have opted out of    receiving your Page’s post...
ABOUT JOHN      JOHN HAYDON ADVISES NON-PROFITS HOW TO      AMPLIFY THEIR FANS AND GET FOUND MORE WITH      THE INTERNET. ...
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Facebook 101 - Tech Day Camp

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My presentation at http://techdaycamp.com/ - 10-22-2011

Published in: Technology

Facebook 101 - Tech Day Camp

  1. 1. Facebook 101 - Critical Tactics for SuccessFriday, October 21, 2011
  2. 2. Facebook 101 - Critical Tactics for Success Who is John Haydon? Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA Co-Founder of SocialBrite and 501 Mission Place Speaker: Nonprofit Technology Conference, BlogWorld, TechSoup, NetworkForGood and more... Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Opportunity Works, Community TechKnowledge, HopeLab, Healthy Babies Project, Scholastic, TechSoup, MarketingProfs, WaterAid America, University of MassachusettsFriday, October 21, 2011
  3. 3. Facebook 101 - Critical Tactics for Success What we’ll be talking about today Why Facebook? The difference between Profiles, Pages and Groups Aligning brand promise with your strategy (the secret sauce) Creating a killer Facebook Page Launching your Facebook Page Why care about engagement? 19 ways to get more comments and likes Measuring resultsFriday, October 21, 2011
  4. 4. Facebook 101 - Critical Tactics for Success Why Facebook? 4Friday, October 21, 2011
  5. 5. Facebook 101 - Critical Tactics for Success Why Facebook? An additional channel to communicate with and engage your fans 800 million active users (October 2011) 50% of active users log in daily 13 million new Pages connections each day 5Friday, October 21, 2011
  6. 6. Facebook 101 - Critical Tactics for Success Why Facebook? 6Friday, October 21, 2011
  7. 7. Facebook 101 - Critical Tactics for Success Facebook Profiles, Pages, Places, Community Pages & Groups Facebook Pages (aka “Official Page”) Represents an organization Customized user experience Target Updates Facebook Wall Community Pages Facebook Profile LikeBox All public and searchable (aka “Unofficial Page”) Connect with friends Represents a “topic or Share photos experience”. Share videos Owned collectively by the Send messages community. Fan Pages Content from Wikipedia. Join Groups Facebook Groups Represents a cause or idea No customization Limited messaging Wall One single Some private, some public credential See: http://zmb.me/FBGroup-CaseStudyFriday, October 21, 2011
  8. 8. Facebook 101 - Critical Tactics for Success Facebook Profiles, Pages, Places, Community Pages & Groups Facebook Places User-generated Facebook Pages Can be claimed (aka “Official Page”) Can merge with a Page Represents an organization Customized user experience Target Updates Facebook Wall Community Pages Facebook Profile LikeBox All public and searchable (aka “Unofficial Page”) Connect with friends Represents a “topic or Share photos experience”. Share videos Owned collectively by the Send messages community. Fan Pages Content from Wikipedia. Join Groups Facebook Groups Represents a cause or idea No customization Limited messaging One single Wall credential Some private, some publicFriday, October 21, 2011
  9. 9. Facebook 101 - Critical Tactics for Success Facebook Profiles, Pages, Places, Community Pages & Groups Facebook Places User-generated Facebook Pages Can be claimed (aka “Official Page”) Will eventually merge with Page Represents an organization Customized user experience Target Updates Facebook Wall Community Pages Facebook Profile LikeBox All public and searchable (aka “Unofficial Page”) Connect with friends Represents a “topic or Share photos experience”. Share videos Owned collectively by the Send messages Fan Pages You can now community. Content from Wikipedia. Join Groups Facebook Groups transform a Profile into a Page or idea Represents a cause No customization Limited messaging One single Wall credential Some private, some publicFriday, October 21, 2011
  10. 10. Facebook 101 - Critical Tactics for Success Facebook Profiles, Pages, Places, Community Pages & Groups Facebook Places User-generated Can be claimed Will eventually merge with Page Facebook Community Pages Facebook Profile (aka “Unofficial Page”) Connect with friends Represents a “topic or Share photos experience”. Share videos Owned collectively by the Send messages Fan Pages You can also use community. Content from Wikipedia. Join Groups Facebook Groups profiles to promote your cause or idea Represents a cause No customization Limited messaging One single Wall credential Some private, some publicFriday, October 21, 2011
  11. 11. Facebook 101 - Critical Tactics for Success Aligning brand promise with your Page strategy What’s the secret sauce?Friday, October 21, 2011
  12. 12. Facebook 101 - Critical Tactics for Success Aligning brand promise with your Page strategy Your strategy should be nothing more than an expression of your brand promiseFriday, October 21, 2011
  13. 13. Facebook 101 - Critical Tactics for Success Aligning brand promise with your Page strategy Fast customer service Reply quickly to comments Innovative and creative Awesome custom tab Value customer ideas Give props / fan photos Convenience Facebook appsFriday, October 21, 2011
  14. 14. Facebook 101 - Critical Tactics for Success Creating a killer Facebook Page • Pick a good name for your page • Create an attractive avatar • Increase conversions with a custom welcome tab How create a Facebook Page: http://youtu.be/g-U_LBxIrSUFriday, October 21, 2011
  15. 15. Facebook 101 - Critical Tactics for Success Before you go live • Make sure welcome tab is as your default tab • Remove any tabs you’re not using • Create a short URL at http://facebook.com/username • Make sure your Page is publishedFriday, October 21, 2011
  16. 16. Facebook 101 - Critical Tactics for Success Launching your Facebook Page • Create a “happening” on your Page • Email Announcement of your Page • Embed Facebook Page Links In Your Emails • Create An Incentive For Visitors To Fan Your Facebook Page • Add A Likebox To Your Website • Try Using Facebook Sponsored Story Ads • Don’t Underestimate the power of an update • Questions that are relevant and specific • Praise your fansFriday, October 21, 2011
  17. 17. Facebook 101 - Critical Tactics for Success Why care about engagement?Friday, October 21, 2011
  18. 18. Facebook 101 - Critical Tactics for Success Why care about engagement? To you, engagement To your fans, engagement means creating means being heard and action and awareness connectingFriday, October 21, 2011
  19. 19. Facebook 101 - Critical Tactics for Success Why care about engagement? • Understanding Edgerank • Don’t Underestimate the power of an update • Try Using Facebook Sponsored Story Ads • Questions that are relevant and specific • Praise your fansFriday, October 21, 2011
  20. 20. Facebook 101 - Critical Tactics for Success Measuring results How to use Facebook Insights: http://youtu.be/M6lZX42rIuQFriday, October 21, 2011
  21. 21. Facebook Foundations - Critical Tactics for Success Questions?Friday, October 21, 2011
  22. 22. Facebook Foundations - Critical Tactics for Success More resources: http://nonprofitfacebookguy.com http://www.facebook.com/InboundZombie http://wearemedia.org http://socialbrite.org http://insidefacebook.com http://marismith.comFriday, October 21, 2011
  23. 23. Facebook Foundations - Critical Tactics for Success Five template tools for custom Facebook tabs PageModo $7 per month Lujure $6 per month FanPageEngine $47 for three tabs TabPress Free for Pages with less than 2,500 fans Shortstack $15 per monthFriday, October 21, 2011
  24. 24. 19 WAYS TO GET MORE COMMENTS ON YOUR AND LIKES FACEBOOK PAGE An Inbound Zombie publicationFriday, October 21, 2011
  25. 25. HOW TO GET MORE COMMENTS 1 Keep it short – Several studies have indicated that shorter updates (less than 100 charectors) get more comments and likes than longer updates. My big ideas: _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  26. 26. HOW TO GET MORE COMMENTS 2 Post during mornings and evenings – Several studies have indicated that shorter updates (less than 100 charectors) get more comments and likes than longer updates. My big ideas: _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  27. 27. HOW TO GET MORE COMMENTS 3 Keep it short – Several studies have indicated that shorter updates (less than 100 charectors) get more comments and likes than longer updates. My big ideas: _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  28. 28. HOW TO GET MORE COMMENTS 4 Ask yes or no questions – Yes or no: Are you more likely to answer “yes or no” questions, or open-ended ones that require time and attention? Example questions for our Facebook Page _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  29. 29. HOW TO GET MORE COMMENTS 5 Ask true or false questions – This is another type of question that’s very easy for fans to answer. Always begin these questions with “True or False” so that fans can quickly understand that one word is all that’s required to answer. Example questions for our Facebook Page _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  30. 30. HOW TO GET MORE COMMENTS 6 Ask fill in the blank questions – Another way to make is it easier for fans to comment on your posts is to use “fill in the blank” questions. When you ask these, always begin with “Fill in the blank:”.Your fans will be more likely to answer a question if they know what’s expected. And everybody knows how to answers“fill in the blank” questions. Example questions for our Facebook Page _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  31. 31. HOW TO GET MORE COMMENTS 7 Ask timely questions - Questions that relate to a holiday or popular event are easy to answer because they are already on the minds of your fans. For example: “Will you be watching the political debate tonight?” Example questions for our Facebook Page _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  32. 32. HOW TO GET MORE COMMENTS 8 Ask edgy questions – Green Peace does a great job with this by asking questions like “Do you live near a nuclear power plant?” Example questions for our Facebook Page _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  33. 33. HOW TO GET MORE COMMENTS 9 Ask questions about a photo – Share a photo an ask your fans to comment. For example, an animal rights org could post a photo and ask “What’s wrong with this picture?” Example questions for our Facebook Page _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  34. 34. HOW TO GET MORE COMMENTS 10 Ask preference questions – When you were in college, did you prefer essay questions or multiple choice questions? Example questions for our Facebook Page _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  35. 35. HOW TO GET MORE COMMENTS 11 Ask who’s attending an event – You can target this question on your Facebook Page wall so that it’s visible only to fans located near that event. Bonus points if you share a link to your Facebook Event. Example questions for our Facebook Page _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  36. 36. HOW TO GET MORE COMMENTS 12 Ask for tips – Facebook users, like anyone, love to share their personal experiences and insights. For example, an organization that works with families can ask for tips on how to get kids out of bed earlier. This will leverage shared experiences and nurture community among your Facebook fans. Example questions for our Facebook Page _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  37. 37. HOW TO GET MORE COMMENTS 13 Ask humanistic questions – This approach is intended to tap into the shared humanity of your fans. For example, The Brain Aneurysm Foundation got great results simply by asking: “When you were first recovering from a brain aneurysm, what gave you the most hope?” Example questions for our Facebook Page _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  38. 38. HOW TO GET MORE COMMENTS 14 Reply and pay attention – People skills 101 talks about acknowledging someone when they answer a question. When your fans answer questions, comment back and deepen the conversation. Example questions for our Facebook Page _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  39. 39. HOW TO GET MORE LIKES FOLLOWING ARE 5 TIPS TO GET MORE LIKES ON YOUR NONPROFITS FACEBOOK PAGE An Inbound Zombie publicationFriday, October 21, 2011
  40. 40. HOW TO GET MORE LIKES 15 Simply ask – Asking for people to “like” a specific update is often overlooked. “Click ‘like’ if you...” is an obvious way to boost this number. Notes _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  41. 41. HOW TO GET MORE LIKES 16 Post photos – Out of the more than 30 billion pieces of content shared on Facebook each month, photos consistently receive the most “likes”. Posting photos in addition to status updates, links, and videos will also engage more fans who all have various different preferences for content. Notes _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  42. 42. HOW TO GET MORE LIKES 17 Post videos – Videos (whether uploaded to Facebook or shared as a link), allow fans to comment, like and share the video with their friends. Again, ask fans to like or comment on the video. Notes _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  43. 43. HOW TO GET MORE LIKES 18 Photo theatre – The photo theatre (a lightbox that opens whenever a user clicks on a Facebook photo) also allow users to comment or like. Engage fans with a photo contest by asking fans to like the best photo within an album. Notes _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  44. 44. HOW TO GET MORE LIKES 19 Page Post Story Ads – Some of your fans may have opted out of receiving your Page’s posts from their news feed, even though they’re still a fan. Page Post Story Ads are a way to display the latest update from your Page in every fan’s sidebar. Fans can then comment or like the story directly in the ad. Notes _____________________________________ _____________________________________ _____________________________________ _____________________________________ An Inbound Zombie publicationFriday, October 21, 2011
  45. 45. ABOUT JOHN JOHN HAYDON ADVISES NON-PROFITS HOW TO AMPLIFY THEIR FANS AND GET FOUND MORE WITH THE INTERNET. LEARN MORE HERE. An Inbound Zombie publicationFriday, October 21, 2011

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