How to Recruit for Israel Programs Using Facebook

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A detailed overview of tactics and strategies to reach young adults on Facebook using page and newsfeed optimization. While this presentation is specifically about recruiting for Israel programs, it is relevant for any organization that is trying to get more traction with their target audience on Facebook.

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How to Recruit for Israel Programs Using Facebook

  1. 1. RECRUITING FORISRAEL PROGRAMS ON
  2. 2. BEGINNERS
  3. 3. Be where your audience is
  4. 4. …and this is as of 2009
  5. 5. Facebook increases ambient awareness
  6. 6. People have profiles, organizations have pages
  7. 7. Before you create a page
  8. 8. • Are you prepared to keep your page up-to-date?• Who will manage your page?• Are you creating a page for your organization or your program?
  9. 9. Creating a page
  10. 10. Choose the best name for your page
  11. 11. masa israel jounrey -- ISRAEL PROGRAMS
  12. 12. Masa Israel Journey
  13. 13. Masa Israel JourneyYou can change your page title until you have25 fans
  14. 14. Page Setup
  15. 15. http://www.facebook.com/pages/Krav-Maga-Israel/218228791521528 http://www.facebook.com/KravMagaIsrael
  16. 16.  Be smart with your use of imagesUsing your cover photo to your brand more of apresence on your page
  17. 17. Company Overview
  18. 18. Pre-populate content
  19. 19. Get your first ‘likes’
  20. 20. c
  21. 21. Questions?
  22. 22. “So, how do I recruit for my programon Facebook?”
  23. 23. “So, how do I recruit for my programon Facebook?”You don’t. Facebook is a tool to increaseawareness—at least at first
  24. 24. First, build a solid foundation of informationand activity on your page
  25. 25. Content
  26. 26. Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
  27. 27. “Ok. So where do I get all this content to post?”
  28. 28. “Ok. So where do I get all this content to post?”You have more content than you realize
  29. 29. You can post: Photo albums for unique events Weekly schedule Video interviews/day in the life Participant photos Blog posts News related to topics your program covers Updates about what your participants aredoing at any given time Links to events/resources that yourparticipants and alumni might be interested in
  30. 30. You can post (con’d): Polls/questions about Israel or topics relatedto your program Spotlights of volunteer/internship placements Photo essay by participant Candid videos of participants on the program(volunteering, on hikes, performing, etc) Pictures of apartments/accomodations Announcements for your participants Spotlights on what your alumni are doing
  31. 31. Featuring Posts
  32. 32. Engage your audience
  33. 33.  RememberYou are competing for attention withpeople’s actual friends
  34. 34. Why does this matter?
  35. 35. As a matter of fact… Source: http://brandglue.com/news-feed-optimization/
  36. 36. AND… Source: http://brandglue.com/news-feed-optimization/
  37. 37. How Facebook decides what to show
  38. 38. Looks complicated?
  39. 39. It’s simple.
  40. 40. ue : Affinity scoreHow many times an individual has clicked onor interacted with your content
  41. 41.  Goal: Increase your affinity scoreGet as many of your fans to interact with youas possible
  42. 42. Ask your fans to ‘like’ posts for a fun reason
  43. 43. Ask relevant questions
  44. 44. Always respond to comments
  45. 45. You can also “like” comments to add activity(but don’t over-do it)
  46. 46. UPDATE: Tagging other pages is less effectiveFacebook sometimes clumps tagged poststogether so they are less valuable. BUT,sometimes these posts are featured.
  47. 47. we : Content WeightFacebook’s preference of posting certain typesof content more than others +How many interactions the content gets
  48. 48. we : Content WeightFacebook’s preference of posting certaintypes of content more than others +How many interactions the content gets
  49. 49. Remember this?Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
  50. 50. Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
  51. 51. Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
  52. 52. Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
  53. 53. Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
  54. 54. Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
  55. 55. Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
  56. 56. Posts between 100 and 250 characters (lessthan 3 lines of text) see about 60% more likes,comments and shares than longer posts.
  57. 57. Posts including a photo album, picture or videogenerate about 180%, 120%, and 100% moreengagement than the average post,respectively
  58. 58. we : Content WeightFacebook’s preference of posting certain typesof content more than others +How many interactions the content gets
  59. 59.  Goal: More activity around your contentThe more likes and comments a piece ofcontent has, the more Facebook will show it.
  60. 60. de : RecencyHow recently the content was posted
  61. 61. Content “expires” in 1-2 days.
  62. 62.  Goal: Post FrequentlyIf you don’t post at least a few times a week,not many people will see your content.
  63. 63. RECAP:The number of times Facebook will show yourcontent equals: {AFFINITY} x {ACTIVITY+CONTENT TYPE} x {TIME DECAY}
  64. 64. Recruiting on Facebook
  65. 65. You can post: Updates about dates and pricing Information about new tracks Unique selling points Participant testimonials (written/video) Press about your program Materials your participants create (business plans,guidebooks, events) The link to your program application Answers to FAQs Application deadline reminders Milestones in the history of the program
  66. 66. Examples
  67. 67. Program Activity
  68. 68. Recruiting
  69. 69. Encourage people to contact you through thenew “message” function - now people cancommunicate privately and directly with pages.
  70. 70. A few more things…
  71. 71. Facebook Ads
  72. 72. Share your page outside of Facebook
  73. 73. Image links
  74. 74. Like boxes http://developers.facebook.com/docs/reference/plugins/like-box/
  75. 75. Email signatures
  76. 76. Email newsletters
  77. 77. Printed materials
  78. 78. See the impact
  79. 79. Look at your page insights to seewhat is successful
  80. 80. Use the analytics of your website to see howmany people Facebook sends to your website
  81. 81.  Takeaway: Put in the timeTry to have someone from your program devoteat least a few minutes a day posting contentand interacting on Facebook.
  82. 82. Questions?
  83. 83. Thank You! Miranda BogenDirector of Communications Masa Israel Journey (212) 339-6976 mirandab@masaisrael.org @masaisrael

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