Facebook101 Cfnps

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Presentation for the 2011 Center for Non Profit Success Seattle Social Media Summit at Seattle Pacific University. Presented by Lisa Mikesell, Heidi Miller, and Michelle Treemer

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Facebook101 Cfnps

  1. 1. FACEBOOK 101 Presenters: Heidi Miller, Lisa Mikesell, Michelle Tresemer@heidimiller @tresemergroup @WA_Toxics
  2. 2. Definitions Value: Marketing: Positioning Statement:@heidimiller @tresemergroup @WA_Toxics
  3. 3. Definitions Value: Perceived Benefits/Perceived Costs. Marketing: Positioning Statement:@heidimiller @tresemergroup @WA_Toxics
  4. 4. Definitions Value: Perceived Benefits/Perceived Costs. Marketing: The management of customers, revenue, and brand equity through program qualities, pricing, convenience, relationships, and communications. -JT Wack (4 p’s) Positioning Statement:@heidimiller @tresemergroup @WA_Toxics
  5. 5. Definitions Value: Perceived Benefits/Perceived Costs. Marketing: The management of customers, revenue, and brand equity through program qualities, pricing, convenience, relationships, and communications. -JT Wack (4 p’s) Positioning Statement: Reason for being.@heidimiller @tresemergroup @WA_Toxics
  6. 6. Positioning Statement For families on the eastside with children ages 3 through 18, The Bear Creek School is the education choice that delivers a college-preparatory education from a Christian worldview because only The Bear Creek School provides excellence in BOTH faith and academics. (Elevator speech: you don’t have to leave your faith at the door to get a college- preparatory education)@heidimiller @tresemergroup @WA_Toxics
  7. 7. What Facebook is One of the tools in your marketing toolbox@heidimiller @tresemergroup @WA_Toxics
  8. 8. What Facebook is One of the tools in your marketing toolbox An extension of your brand@heidimiller @tresemergroup @WA_Toxics
  9. 9. What Facebook is One of the tools in your marketing toolbox An extension of your brand Digital word of mouth@heidimiller @tresemergroup @WA_Toxics
  10. 10. What Facebook is One of the tools in your marketing toolbox An extension of your brand Digital word of mouth@heidimiller @tresemergroup @WA_Toxics Powerful
  11. 11. WhatFacebook isn’t Silver Bullet@heidimiller @tresemergroup @WA_Toxics
  12. 12. WhatFacebook isn’t Free Brand strategy Strategized presence Regular engagement@heidimiller @tresemergroup @WA_Toxics Measurment and analysis
  13. 13. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces each month@heidimiller @tresemergroup @WA_Toxics http://www.facebook.com/press/info.php?statistics
  14. 14. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces each month@heidimiller @tresemergroup @WA_Toxics http://www.facebook.com/press/info.php?statistics
  15. 15. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces each month@heidimiller @tresemergroup @WA_Toxics http://www.facebook.com/press/info.php?statistics
  16. 16. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces each month@heidimiller @tresemergroup @WA_Toxics http://www.facebook.com/press/info.php?statistics
  17. 17. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces each month@heidimiller @tresemergroup @WA_Toxics http://www.facebook.com/press/info.php?statistics
  18. 18. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces each month@heidimiller @tresemergroup @WA_Toxics http://www.facebook.com/press/info.php?statistics
  19. 19. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces each month@heidimiller @tresemergroup @WA_Toxics http://www.facebook.com/press/info.php?statistics
  20. 20. Why Facebook?@heidimiller @tresemergroup @WA_Toxics http://blog.kissmetrics.com/social-media-by-demographic/?wide=1
  21. 21. Why Facebook? $0-25k 12% $25-50k 34% $50-75 32% $75-100k 12% $100-150k 7% Income $150k+4% 0% 10% 20% 30% 40%@heidimiller @tresemergroup @WA_Toxics http://blog.kissmetrics.com/social-media-by-demographic/?wide=1
  22. 22. Why Facebook? Age 65+ 2% 35-44 25-44 22% 24% 18-24 11% 45-54 0-18 26% Income 7% 55-64 9%@heidimiller @tresemergroup @WA_Toxics http://blog.kissmetrics.com/social-media-by-demographic/?wide=1
  23. 23. Why Facebook? Age No HS Diploma 10% High School 10% Education Some College 55% Bachelors 18% Income Graduate 8% 0% 15% 30% 45% 60%@heidimiller @tresemergroup @WA_Toxics http://blog.kissmetrics.com/social-media-by-demographic/?wide=1
  24. 24. Why Facebook? Age 25-54=74% Gen x-ers and Boomers No HS Diploma 10% High School 10% Education Some College 55% Some College=55% Bachelors 18% Income Graduate 8% 0% 15% 30% 45% 60% 25k-75k=66%@heidimiller @tresemergroup @WA_Toxics http://blog.kissmetrics.com/social-media-by-demographic/?wide=1
  25. 25. Why Facebook? 76% 77% 71% Millenials (14-26) 61% 57% 57% 51% Gen X (27-43) 45% 48% 46% Boomers (44-62) 36% 30% 31% Matures (63-75) 14% 10% Total (14-75) 2007 2008 2009@heidimiller @tresemergroup @WA_Toxics http://mashable.com/2010/01/28/baby-boomers-social-media/
  26. 26. Why Facebook? Gen Z 61% Gen Y 65% Gen X 76% Boomers 73% WWII Gen 90% 0% 90%@heidimiller @tresemergroup @WA_Toxics http://mashable.com/2010/01/28/baby-boomers-social-media/
  27. 27. Time costs money Schedule your time and track your data@heidimiller @tresemergroup @WA_Toxics Conversation prism by Brian Solis and JESS3
  28. 28. Brand Personality Or@heidimiller @tresemergroup @WA_Toxics Prius by flickr user Greekgeek, Ferrari by flickr user Bakar_88
  29. 29. SEO Reinforce keywords and gain referrals and inlinks Define and measure goals@heidimiller @tresemergroup @WA_Toxics
  30. 30. Sample Reporting@heidimiller @tresemergroup @WA_Toxics
  31. 31. Sample Reporting bearcreek.ccsct.com Apr 28, 2009 - Apr 28, 2011 Absolute Unique Visitors Comparing to: Site Visitors 2,000 2,000 1,000 1,000 0 0 May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23 100,606 Absolute Unique Visitors Tuesday, April 28, 2009 Wednesday, April 29, 2009 Thursday, April 30, 2009 Friday, May 1, 2009 Saturday, May 2, 2009@heidimiller @tresemergroup @WA_Toxics Sunday, May 3, 2009
  32. 32. Sample Reporting bearcreek.ccsct.com Apr 28, 2009 - Apr 28, 2011 Absolute Unique Visitors Comparing to: Site Visitors 2,000 2,000 1,000 1,000 0 0 May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23 100,606 Absolute Unique Visitors Tuesday, April 28, 2009 Wednesday, April 29, 2009 Thursday, April 30, 2009 Friday, May 1, 2009 Saturday, May 2, 2009@heidimiller @tresemergroup @WA_Toxics Sunday, May 3, 2009
  33. 33. Sample Reporting bearcreek.ccsct.com Apr 28, 2009 - Apr 28, 2011 Absolute Unique Visitors Comparing to: Site Visitors 2,000 2,000 1,000 1,000 0 0 May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23 100,606 Absolute Unique Visitors Tuesday, April 28, 2009 +92.59% Wednesday, April 29, 2009 Thursday, April 30, 2009 Friday, May 1, 2009 Saturday, May 2, 2009@heidimiller @tresemergroup @WA_Toxics Sunday, May 3, 2009
  34. 34. Sample Reporting@heidimiller @tresemergroup @WA_Toxics
  35. 35. Sample Reporting 40000 How did they get to the site? +47% Traffic Sources 31,209 30000 Search Engines 21,269 20000 Referring sites +38% 10000 10,228 7,417 +33% Google Bing 1,459 1,948 0 Yahoo@heidimiller @tresemergroup @WA_Toxics
  36. 36. Sample Reporting How did they get to the site? +234% 1500 1,401 Traffic Sources 1125 +69% Search Engines 887 750 Referring sites 523 419 375 Facebook 0 PSR.com@heidimiller @tresemergroup @WA_Toxics
  37. 37. Sample Reporting Mobile devices@heidimiller @tresemergroup @WA_Toxics
  38. 38. Sample Reporting Mobile devices +285% Android 5000 15.78% iPod 3750 iPad 10.02% Other 33.69% 0.26% 2500 iPhone 1250 40.25% 2009-2010 0 2010-2011@heidimiller @tresemergroup @WA_Toxics
  39. 39. Sample Reporting Mobile devices +285% 5000 Other 16.04% 3750 2500 Apple 83.96% 1250 2009-2010 0 2010-2011@heidimiller @tresemergroup @WA_Toxics
  40. 40. Sample Reporting Mobile devices Because of this data... Limit the use of Flash Use syndicated YouTube for embedding video Launched new mobile app@heidimiller @tresemergroup @WA_Toxics
  41. 41. Integration@heidimiller @tresemergroup @WA_Toxics
  42. 42. Integration@heidimiller @tresemergroup @WA_Toxics
  43. 43. Integration@heidimiller @tresemergroup @WA_Toxics
  44. 44. How to run a Facebook Event Campaign@heidimiller @tresemergroup @WA_Toxics
  45. 45. Know your fan base Know your c draw How to Create a timeline Topic and speaker run a Announce on LinkedIn, Facebook Create and share promo video Facebook Create and share Eventbrite Event Add to Plancast Post and share audio podcast with speaker Campaign Open tickets to Facebook fans first Open tickets to Twitter fans Live Stream Event Post and share video, photos, blog posts@heidimiller @tresemergroup @WA_Toxics
  46. 46. Advertising@heidimiller @tresemergroup @WA_Toxics
  47. 47. Advertising $30 $22.93 $24 Print Digital Target: Employer, $18 Target: Distribution gender, age, city, area, usually by zip code keywords, non-fans of Bear Creek FB page $12 Expensive Cost per click $6 Can test content $0.68 $0 Print Digital@heidimiller @tresemergroup @WA_Toxics
  48. 48. Advertising Cost per Medium Impress. Cost CPM Run Time Clicks Click Facebook 333,685 $60 $0.18 23 days 102 0.59 Redmond 25,015 $780 $31 1 day ? ? Reporter@heidimiller @tresemergroup @WA_Toxics
  49. 49. Anatomy of a Facebook Page Wall settings Info information Photos Videos Events@heidimiller @tresemergroup @WA_Toxics
  50. 50. @heidimiller @tresemergroup @WA_Toxics
  51. 51. Set brand + others as Wall default@heidimiller @tresemergroup @WA_Toxics
  52. 52. @heidimiller @tresemergroup @WA_Toxics
  53. 53. Always let others post to your Wall@heidimiller @tresemergroup @WA_Toxics
  54. 54. Anatomy of a Facebook Page Wall settings Info information Photos Videos Events@heidimiller @tresemergroup @WA_Toxics
  55. 55. @heidimiller @tresemergroup @WA_Toxics
  56. 56. Say which humans are posting and listening@heidimiller @tresemergroup @WA_Toxics
  57. 57. Link back to site(s) Give mission statement Give product info Say which humans are posting and listening@heidimiller @tresemergroup @WA_Toxics
  58. 58. @heidimiller @tresemergroup @WA_Toxics
  59. 59. @heidimiller @tresemergroup @WA_Toxics
  60. 60. @heidimiller @tresemergroup @WA_Toxics
  61. 61. @heidimiller @tresemergroup @WA_Toxics
  62. 62. @heidimiller @tresemergroup @WA_Toxics
  63. 63. @heidimiller @tresemergroup @WA_Toxics
  64. 64. @heidimiller @tresemergroup @WA_Toxics
  65. 65. @heidimiller @tresemergroup @WA_Toxics
  66. 66. Page Notifications@heidimiller @tresemergroup @WA_Toxics
  67. 67. Access to Analytics@heidimiller @tresemergroup @WA_Toxics
  68. 68. Access to Analytics@heidimiller @tresemergroup @WA_Toxics
  69. 69. Access to Analytics@heidimiller @tresemergroup @WA_Toxics
  70. 70. Resources Hubspot.com Mashable.com How-To Guides Dashboard/Data Marketing Tool Kits Google Analytics Dashboards and Data Tweetdeck Hootsuite Shoutlet...@heidimiller @tresemergroup @WA_Toxics
  71. 71. Sample Set-up HootSuite-$6 per month (2 team members) SocialReport-$9 per month Google Analytics-Free@heidimiller @tresemergroup @WA_Toxics
  72. 72. Beware of jargon! Identify relevant and compelling hooks for the audience, create content around the hooks and integrate it into their social repertoires Build loyalty & increased engagement through ongoing conversation and brand experience Expose new and relevant communities to the brand by providing assets to encourage brand evangelism@heidimiller @tresemergroup @WA_Toxics
  73. 73. Mistakes happen. How you handle them is key@heidimiller @tresemergroup @WA_Toxics
  74. 74. Mistakes happen. How you handle them is key@heidimiller @tresemergroup @WA_Toxics
  75. 75. Use profiles to prevent posting mishaps@heidimiller @tresemergroup @WA_Toxics
  76. 76. ! Homework 7)/$%*#6017)518#9% % % :+&#*#+6#601;*)*%"%6*<1 % 12-%3!"#$%!&"()%*+%,& -4%% ./#$"*)0"!)/*&*"1%,& -%"#%5+(%% .2#"1%&/2&#%2%#%*+%,& -&5+$5%0()"6(-#%% .3%*%2)!45/)*!&/2&()22%#%*+%,& -%% 7(*$8#(%29):%./#$"*)0"!)/*&*"1%,& -%% "#%3#%"6/*&!/&3%7)%8%,& -;%% % ;+-#)!17%5#)1:!)61=+/1>)-%9++$<1 Positioning Statement % ,+(%<8-<2#(%2=%1$*(722%"#%52%3)*+#%"6%&(/*"!)/*6&4&3)7(&"9"#%*%66&4&)*+#%"6%&%8%*!& "!!%*("*+%&4&/!:%#,>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>?;% @(%A"))%5-$*%$90%.($#8-(%3(/*"!)/*6&2#/1&2"+%3//;&4&:)!6&!/&(/*"!)/*&5"$%&2#/1&<=&4& Social Media Plan for 6/+)"7&6:"#)*$&"*(&8)#"7&7)2!&4&>?@A6&2#/1&<=&4& /!:%#,>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>?;% Facebook B8-%1$*(722%<)$9%A"))%7(%#8**(##=8)%"=%3(/*"!)/*6&)*+#%"6%&3B&CDE&/8%#&CF&1/*!:6&4& 8)#"7&7)2!&)*+#%"6%6&3B&FDE&/8%#&G&1/*!:6&4& /!:%#,>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>?;%% @(%A"))%-(6"(A%$9$):5"*#%$90%$0C8#5%28-%<)$9%(6(-:%>>>>>>>>>>>0$:#%D%A((#%D%.295+#%D% :($-#;%% !"#$%&"(#())%%%%%%%%%%%%%%%%%%% &"*+())(%,-(#(.(-% /("0"%&"))(-% !"#$%&%!!()*+,#-&.+/01 "#-2%!!%*/%&%"%/0/+34.-+"1 2%#5#"#!!%/4/%&%6*&0")#!.-+"11@heidimiller @tresemergroup @WA_Toxics

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