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Social Media 201 (Focus on Facebook)

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Kevin Martone
Kevin Martone

This basic overview of Social Media and why/how nonprofits can leverage these channels was given at the 2011 PJ Library Conference. The session focuses on some basic nuts and bolts of getting started with a Facebook Page - how to create one, what type of content to post, how to engage, etc. Much of the content was developed specifically for PJ Library Communities and is focused on how each individual PJ Library Community can utilize Facebook effectively.

Technology
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Social Media 201 Increasing the Impact of Facebook and Other Tools ,[object Object],[object Object],[object Object],[object Object],Grinspoon Institute for Jewish Philanthropy
Ellie Gilbert with Daughter Jensen
Strategy
Determine Your Goals
What Are Your Goals? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SMART
Audience? Donors/Prospects Existing/Potential Partner Organizations Jewish Community Current Families Potential Families
Goal 1______________ Goal 2______________ Goal 3______________ Blogs _____________ _____________ _____________ _____________ _____________ Video Sharing _____________ _____________ _____________ _____________ _____________ Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org) Other _____________ _____________ _____________ _____________ _____________ Trad. Newsletter/ Direct Mail _____________ _____________ _____________ _____________ Website _____________ _____________ _____________ _____________ _____________ Facebook _____________ _____________ _____________ _____________ _____________ eNewsletter _____________ _____________ _____________ _____________ _____________ Twitter _____________ _____________ _____________ _____________ _____________ Other Offline – Events, Calls, Mtgs. _______________ _______________ _______________ _______________ Photo Sharing _____________ _____________ _____________ _____________ _____________
Facebook – Making it Work
Pages … NOT Groups ,[object Object],[object Object],[object Object],[object Object]
Pages … NOT Groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Listen My cousin gets the PJ books in California and their renewal fee is cheaper than ours. Is there a special coupon or something to get their rate? When is the next PJ Library event? Are there resources to help me teach my kids the lessons in the PJ books? My sister has tried unsuccessfully to sign up for PJ multiple times. Who can she call? My two kids rip open the PJ books each time they arrive! Yeah PJ! Hi! I love the pictures from the latest PJ reading. Keep posting! The PJ Library Channukah party was fantastic. Thanks!
Listen
Invite Conversation
Invite Conversation
Respond! ,[object Object],[object Object]
Email Notifications
Respond! - Customer Service
Respond! - Volunteer Engagement
Respond! - Networking Radio personality! Collaboration?
Post Regularly ,[object Object],[object Object],[object Object],[object Object],[object Object]
No Super-Human Skills Required
How? ,[object Object],[object Object],[object Object]
Content Calendar – Manage Communications Week Days Monday Tuesday Wednesday Thursday Friday Weekend     Month January             Week of: Focus: Promote new sign-ups Legend: Jan. 1 Smith Family Profile Status Tag Event on JCC Pg FB Posts this wk Theme: Personal Stories eNewsletter Jan. 8 JCC Reading Video of Event FB Posts this wk Keywords: Facebook - Wall Jan. 15 Send link to sign-up for PJ FB Posts this wk Events: Readings at JCC Facebook - Update Jan. 22             FB Posts this wk   Facebook Collab   Month February             Video Week of: Focus: Love the PJ Library! Blog Feb. 1 Promote Feb. Readings What do you love about PJ Library? FB Posts this wk Theme: Love of Books, PJ Print Newsletter Feb. 8 Status Tag Event on JCC Pg JCC Reading Video of Event FB Posts this wk Keywords: Twitter Feb. 15 FB Posts this wk Events: Readings at JCC PR Feb. 22             FB Posts this wk   Events   Month March             Week of: Focus: Passover Mar. 1 FB Posts this wk Theme: Passover Mar. 8 FB Posts this wk Keywords: Mar. 15 FB Posts this wk Events: Various Passover Events Mar. 22             FB Posts this wk     Month April            
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What to post?
What Else Can You Post? ,[object Object],[object Object],[object Object],[object Object],[object Object]
12:1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Remove Spam!
Collaboration – Status Tagging
Collaboration – Post as Your Page
Facebook Insights (> 30 users)
Promote Off-line - Set Username
Promote Off-line - Set Username (cont’d) NOT
Promote Off-line - QR Codes
Other Channels - eNewsletters ,[object Object],Become a Resources for Your Constituents! (With ALL Digital Outreach Efforts)
Still More Channels!!
Goal 1______________ Goal 2______________ Goal 3______________ Blogs _____________ _____________ _____________ _____________ _____________ Video Sharing _____________ _____________ _____________ _____________ _____________ Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org) Other _____________ _____________ _____________ _____________ _____________ Trad. Newsletter/ Direct Mail _____________ _____________ _____________ _____________ Website _____________ _____________ _____________ _____________ _____________ Facebook _____________ _____________ _____________ _____________ _____________ eNewsletter _____________ _____________ _____________ _____________ _____________ Twitter _____________ _____________ _____________ _____________ _____________ Other Offline – Events, Calls, Mtgs. _______________ _______________ _______________ _______________ Photo Sharing _____________ _____________ _____________ _____________ _____________
Ellie Gilbert with Daughter Jensen “ Because of the PJ Library, my child is being raised in a Jewish home, by Jewish parents, even if one of us didn’t start out that way. The impact, on my family at least, has been life-changing.”
Go For It!

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Social Media 201 (Focus on Facebook)

  • 1.
  • 2. Ellie Gilbert with Daughter Jensen
  • 5.
  • 6. Audience? Donors/Prospects Existing/Potential Partner Organizations Jewish Community Current Families Potential Families
  • 7. Goal 1______________ Goal 2______________ Goal 3______________ Blogs _____________ _____________ _____________ _____________ _____________ Video Sharing _____________ _____________ _____________ _____________ _____________ Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org) Other _____________ _____________ _____________ _____________ _____________ Trad. Newsletter/ Direct Mail _____________ _____________ _____________ _____________ Website _____________ _____________ _____________ _____________ _____________ Facebook _____________ _____________ _____________ _____________ _____________ eNewsletter _____________ _____________ _____________ _____________ _____________ Twitter _____________ _____________ _____________ _____________ _____________ Other Offline – Events, Calls, Mtgs. _______________ _______________ _______________ _______________ Photo Sharing _____________ _____________ _____________ _____________ _____________
  • 9.
  • 10.
  • 11. Listen My cousin gets the PJ books in California and their renewal fee is cheaper than ours. Is there a special coupon or something to get their rate? When is the next PJ Library event? Are there resources to help me teach my kids the lessons in the PJ books? My sister has tried unsuccessfully to sign up for PJ multiple times. Who can she call? My two kids rip open the PJ books each time they arrive! Yeah PJ! Hi! I love the pictures from the latest PJ reading. Keep posting! The PJ Library Channukah party was fantastic. Thanks!
  • 15.
  • 18. Respond! - Volunteer Engagement
  • 19. Respond! - Networking Radio personality! Collaboration?
  • 20.
  • 22.
  • 23. Content Calendar – Manage Communications Week Days Monday Tuesday Wednesday Thursday Friday Weekend     Month January             Week of: Focus: Promote new sign-ups Legend: Jan. 1 Smith Family Profile Status Tag Event on JCC Pg FB Posts this wk Theme: Personal Stories eNewsletter Jan. 8 JCC Reading Video of Event FB Posts this wk Keywords: Facebook - Wall Jan. 15 Send link to sign-up for PJ FB Posts this wk Events: Readings at JCC Facebook - Update Jan. 22             FB Posts this wk   Facebook Collab   Month February             Video Week of: Focus: Love the PJ Library! Blog Feb. 1 Promote Feb. Readings What do you love about PJ Library? FB Posts this wk Theme: Love of Books, PJ Print Newsletter Feb. 8 Status Tag Event on JCC Pg JCC Reading Video of Event FB Posts this wk Keywords: Twitter Feb. 15 FB Posts this wk Events: Readings at JCC PR Feb. 22             FB Posts this wk   Events   Month March             Week of: Focus: Passover Mar. 1 FB Posts this wk Theme: Passover Mar. 8 FB Posts this wk Keywords: Mar. 15 FB Posts this wk Events: Various Passover Events Mar. 22             FB Posts this wk     Month April            
  • 24.
  • 25.
  • 26.
  • 29. Collaboration – Post as Your Page
  • 30. Facebook Insights (> 30 users)
  • 31. Promote Off-line - Set Username
  • 32. Promote Off-line - Set Username (cont’d) NOT
  • 33. Promote Off-line - QR Codes
  • 34.
  • 36. Goal 1______________ Goal 2______________ Goal 3______________ Blogs _____________ _____________ _____________ _____________ _____________ Video Sharing _____________ _____________ _____________ _____________ _____________ Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org) Other _____________ _____________ _____________ _____________ _____________ Trad. Newsletter/ Direct Mail _____________ _____________ _____________ _____________ Website _____________ _____________ _____________ _____________ _____________ Facebook _____________ _____________ _____________ _____________ _____________ eNewsletter _____________ _____________ _____________ _____________ _____________ Twitter _____________ _____________ _____________ _____________ _____________ Other Offline – Events, Calls, Mtgs. _______________ _______________ _______________ _______________ Photo Sharing _____________ _____________ _____________ _____________ _____________
  • 37. Ellie Gilbert with Daughter Jensen “ Because of the PJ Library, my child is being raised in a Jewish home, by Jewish parents, even if one of us didn’t start out that way. The impact, on my family at least, has been life-changing.”