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Facebook 101

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Facebook 101

  1. 1. Facebook 101 — Show Impact and Thank Your SupportersJune 14, 2012
  2. 2. WelcomeWho We Are• Nonprofit leader in product philanthropy since 1983.• Consistently ranked by Forbes as one of the top 10 most efficient charities in America.• Distributed more than $7 billion in product donations to nonprofits around the globe since inception.• Handles product distribution for 125 of the Fortune 500.• Distributes more than 50 truckloads of product donations monthly in the United States.• Serves nearly 30,000 pre-qualifed charities in the Good360 global network.
  3. 3. Nonprofit Webinar SeriesTodayFacebook 101 -- Show Impact and Thank Your SupportersJuly 12Twitter 101 -- Getting StartedSeptember (TBD)How to Build Capacity Using Pro BonoOctober 24Product Donation Logistics 101OngoingGood360 101Good360 Framing Hope WebinarGood360 Retail Donation Program WebinarGood360 Best Practices in Truckload DonationsRegister online at: http://www.giftsinkind.org/Charities/FREE_Webinars
  4. 4. Connect with Good360 Our social media outlets Facebook: LinkedIn: @Good360 Good360 Twitter: Pinterest: @Good360org @Good360 #circleofthanksYou’ll have access to:• Good360 news & events• Nonprofit sector news YouTube Station:• Sharing impact through donor thank you GiftsInKind1 campaigns• Exclusive promotions for our Facebook and Twitter followers
  5. 5. Great Examples from OurPartners
  6. 6. Introduction Annie has spent her entire career focused on nonprofit marketing and communications. In the past ten years, shes worked for the Evangelical Lutheran Church in America, KaBOOM!, and now serves as the Director of Awesomeness for Small Act. Small Act empowers nonprofits and associations to nurture key relationships through its social media software, Thrive and Profile Builder. Founded in 2008 and based in Annie Lynsen McLean, Va., Small Act proudly helps The Nature Director of Conservancy, Childrens National Medical Center and Awesomeness over 150 other clients make the most of their social Small Act media investment.
  7. 7. Facebook 101 Presented by Annie Lynsen
  8. 8. What are wegoing to cover?
  9. 9. What are we going to cover?Why is Facebook important?
  10. 10. What are we going to cover?Why is Facebook important?Facebook basics
  11. 11. What are we going to cover?Why is Facebook important?Facebook basicsStrategy
  12. 12. What are we going to cover?Why is Facebook important?Facebook basicsStrategyEtiquette
  13. 13. What are we going to cover?Why is Facebook important?Facebook basicsStrategyEtiquetteMeasurement
  14. 14. What are we going to cover?Why is Facebook important?Facebook basicsStrategyEtiquetteMeasurementExamples
  15. 15. Key takeaways
  16. 16. Key takeawaysYou can’t afford to ignore Facebook inyour marketing efforts.
  17. 17. Key takeawaysYou can’t afford to ignore Facebook inyour marketing efforts.Facebook rocks, but it’s not a silverbullet. Like any other marketing effort,you have to use it well to be effective.
  18. 18. Key takeawaysYou can’t afford to ignore Facebook inyour marketing efforts.Facebook rocks, but it’s not a silverbullet. Like any other marketing effort,you have to use it well to be effective.Listen, be nice, measure and t weak.
  19. 19. Why bother with Facebook?
  20. 20. Why bother with Facebook?Huge, highly-engaged audience. (900m)
  21. 21. Why bother with Facebook?Huge, highly-engaged audience. (900m)User-friendly, inexpensive advertisingyou can target very specifically basedon people’s demographics AND interests.
  22. 22. Why bother with Facebook?Huge, highly-engaged audience. (900m)User-friendly, inexpensive advertisingyou can target very specifically basedon people’s demographics AND interests.Can drive tons of traffic to yourwebsite.
  23. 23. Why bother with Facebook?Huge, highly-engaged audience. (900m)User-friendly, inexpensive advertisingyou can target very specifically basedon people’s demographics AND interests.Can drive tons of traffic to yourwebsite.Fun fact: 46% of millionaires are onFacebook, vs. 19% on LinkedIn
  24. 24. How can Facebook be used?
  25. 25. How can Facebook be used?Get around advertising fatigue &ineffectiveness
  26. 26. How can Facebook be used?Get around advertising fatigue &ineffectiveness“Humanize” the brand/give the brandpersonality
  27. 27. How can Facebook be used?Get around advertising fatigue &ineffectiveness“Humanize” the brand/give the brandpersonalityFind the customers where they spendthe most time
  28. 28. How can Facebook be used?Get around advertising fatigue &ineffectiveness“Humanize” the brand/give the brandpersonalityFind the customers where they spendthe most timeThank your sponsors, donors andvolunteers
  29. 29. Questions to ask before you do anything
  30. 30. Questions to ask before you do anything What do we want to get out of this?
  31. 31. Questions to ask before you do anything What do we want to get out of this? Who is our audience?
  32. 32. Questions to ask before you do anything What do we want to get out of this? Who is our audience? What stories resonate for our audience?
  33. 33. Questions to ask before you do anything What do we want to get out of this? Who is our audience? What stories resonate for our audience? What/who do we need in place to start?
  34. 34. How do you get started?
  35. 35. How do you get started?Listen
  36. 36. How do you get started?ListenEngage
  37. 37. How do you get started?ListenEngageTest
  38. 38. How do you get started?ListenEngageTestWash, rinse, repeat
  39. 39. General Facebook strategy: Daily, share-able posts
  40. 40. General Facebook strategy: Daily, share-able posts Posting once a day seems to be the sweet spot.
  41. 41. General Facebook strategy: Daily, share-able posts Posting once a day seems to be the sweet spot. Share links your audience will find useful.
  42. 42. General Facebook strategy: Daily, share-able posts Posting once a day seems to be the sweet spot. Share links your audience will find useful. Consider regular campaigns (ads, contests) to get more “likers,” but beware of over-incentivizing. Your value should be in your daily content.
  43. 43. What is share-able?
  44. 44. What is share-able?Posts that help people’s daily lives
  45. 45. What is share-able?Posts that help people’s daily lives
  46. 46. What is share-able?
  47. 47. What is share-able?Trivia
  48. 48. What is share-able?Trivia
  49. 49. What is share-able?
  50. 50. What is share-able?Humor
  51. 51. What is share-able?Humor
  52. 52. What is share-able?
  53. 53. What is share-able?Calls to action with compelling visuals
  54. 54. What is share-able?Calls to action with compelling visuals
  55. 55. What is share-able?
  56. 56. What is share-able?Heart-warming images and stories
  57. 57. What is share-able?Heart-warming images and stories
  58. 58. Get visual!
  59. 59. Get visual!Use photos to tell your organization’sstory.
  60. 60. Get visual!Use photos to tell your organization’sstory.Facebook’s recent redesigns have madeimages appear larger in people’s newsfeeds and on your organization’s page.
  61. 61. Get visual!Use photos to tell your organization’sstory.Facebook’s recent redesigns have madeimages appear larger in people’s newsfeeds and on your organization’s page.If you deal with sensitive populations(children, sur vivors of abuse), postpictures of them from the back, or useevocative stock photography.
  62. 62. Etiquette
  63. 63. EtiquetteDon’t assume you’re talking to kids.
  64. 64. EtiquetteDon’t assume you’re talking to kids.Be personal
  65. 65. EtiquetteDon’t assume you’re talking to kids.Be personalContribute
  66. 66. EtiquetteDon’t assume you’re talking to kids.Be personalContributeContent is king!
  67. 67. EtiquetteDon’t assume you’re talking to kids.Be personalContributeContent is king! Rarely ask others for promotion
  68. 68. EtiquetteDon’t assume you’re talking to kids.Be personalContributeContent is king! Rarely ask others for promotion Do promote other’s content
  69. 69. EtiquetteDon’t assume you’re talking to kids.Be personalContributeContent is king! Rarely ask others for promotion Do promote other’s content Keep it relevant
  70. 70. Etiquette
  71. 71. EtiquetteUse a cover photo (note their guidelines)
  72. 72. EtiquetteUse a cover photo (note their guidelines)Fill out all the sections on your page,including location, etc. where applicable.
  73. 73. EtiquetteUse a cover photo (note their guidelines)Fill out all the sections on your page,including location, etc. where applicable.Note contest guidelines.
  74. 74. EtiquetteUse a cover photo (note their guidelines)Fill out all the sections on your page,including location, etc. where applicable.Note contest guidelines.Say thank you - a lot!
  75. 75. Measurement
  76. 76. MeasurementUse Facebook Insights (or a similar tool)to start tracking, right from the start:
  77. 77. MeasurementUse Facebook Insights (or a similar tool)to start tracking, right from the start: Likes/audience
  78. 78. MeasurementUse Facebook Insights (or a similar tool)to start tracking, right from the start: Likes/audience Comments
  79. 79. MeasurementUse Facebook Insights (or a similar tool)to start tracking, right from the start: Likes/audience Comments Wall posts
  80. 80. Measurement
  81. 81. MeasurementAnalyze:
  82. 82. MeasurementAnalyze: What content are people responding to?
  83. 83. MeasurementAnalyze: What content are people responding to? What times/days am I getting the most traction?
  84. 84. MeasurementAnalyze: What content are people responding to? What times/days am I getting the most traction? What conventions seem to get attention? (length of message, type of message, etc.)
  85. 85. Measurement
  86. 86. MeasurementThen:
  87. 87. MeasurementThen: Replicate your success
  88. 88. MeasurementThen: Replicate your success Avoid repeating failures
  89. 89. MeasurementThen: Replicate your success Avoid repeating failures Continue experimenting
  90. 90. Examples
  91. 91. Wrap-up:Key takeaways
  92. 92. Wrap-up: Key takeawaysYou can’t afford to ignore Facebook inyour marketing efforts.
  93. 93. Wrap-up: Key takeawaysYou can’t afford to ignore Facebook inyour marketing efforts.Facebook rocks, but it’s not a silverbullet. Like any other marketing effort,you have to use it well to be effective.
  94. 94. Wrap-up: Key takeawaysYou can’t afford to ignore Facebook inyour marketing efforts.Facebook rocks, but it’s not a silverbullet. Like any other marketing effort,you have to use it well to be effective.Listen, be nice, measure and t weak.
  95. 95. Happy annie@smallact.com twitter.com/smallactquestion time www.smallact.com
  96. 96. Questions & Answers Contact Us For more information: Lindsay Jones, Manager, Nonprofit Partnerships Lindsay@good360.org

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