20100127 facebook tips

119
© 2010 Common Knowledge 1 Today’s Webinar: Ten Tips to Attracting a Large Community to Your Facebook Page Jeff Patrick, Common Knowledge Start Time: 11:30 am PST Audio by phone: 866-740-1260 Access code: 5437600 ReadyTalk Help: 800-843-9166 www.commonknow.com “Social Networks for Nonprofits: Why You Should Grow Your Own” Download our white paper while you wait: www.commonknow.com

Upload: mikhail-lomonosov

Post on 21-Jun-2015

160 views

Category:

Technology


0 download

TRANSCRIPT

Page 1: 20100127 facebook tips

© 2010 Common Knowledge 1

Today’s Webinar:

Ten Tips to Attracting a Large Community to Your Facebook Page

Jeff Patrick, Common Knowledge

Start Time: 11:30 am PST Audio by phone: 866-740-1260 Access code: 5437600 ReadyTalk Help: 800-843-9166

www.commonknow.com

“Social Networks for Nonprofits: Why You Should Grow Your Own” Download our white paper while you wait: www.commonknow.com

Page 2: 20100127 facebook tips

Jeff Patrick President 415.543.7600 [email protected] www.commonknow.com

2

Facebook Primer

Ten Tips for Attracting a Large Community to Your Facebook Page

Page 3: 20100127 facebook tips

© 2010 Common Knowledge 3

•  Webinar is 60 minutes long + 15 minutes questions

•  You are muted

•  Ask questions any time via the chat window

•  Twittering today? Use #CKFB and we’ll track it

•  Audio by phone: 866-740-1260 Access code: 5437600

•  ReadyTalk Help: 800-843-9166

•  Slides and recording will be sent to you via email

House Keeping Items

Page 4: 20100127 facebook tips

© 2010 Common Knowledge 4

Common Knowledge Webinar Series Next Webinar: Social Networking for Higher Education Ten Tips for Growing & Leveraging Your Online Cmmty

www.commonknow.com

Page 5: 20100127 facebook tips

© 2010 Common Knowledge 5

Jeff Patrick President & Founder Common Knowledge

www.commonknow.com [email protected]

Ph: 415.543.7600 Follow us on Twitter: twitter.com/commonknow

Page 6: 20100127 facebook tips

© 2010 Common Knowledge

Event Fundraising on Facebook

6

Page 7: 20100127 facebook tips

© 2010 Common Knowledge

Event Fundraising on Facebook

7

Page 8: 20100127 facebook tips

© 2010 Common Knowledge 8

Giving through the Network (Social Network)

Page 9: 20100127 facebook tips

© 2010 Common Knowledge 9

Peer-to-Peer Marketing

Page 10: 20100127 facebook tips

© 2010 Common Knowledge

Facebook Fundraising Badge

January 10 10

Page 11: 20100127 facebook tips

© 2010 Common Knowledge

Imagine …

January 10 11

The average Facebook profile has 130 friends.

Page 12: 20100127 facebook tips

© 2010 Common Knowledge

How big this gets…

January 10 12

Page 13: 20100127 facebook tips

© 2010 Common Knowledge

Here’s some #’s that will blow your mind

January 10 13

Assume 1,000 people put a badge on their profile.

Page 14: 20100127 facebook tips

© 2010 Common Knowledge

Here’s some #’s that will blow your mind

January 10 14

Assume 1,000 people put a badge on their profile.

Each person has ~130 friends.

Page 15: 20100127 facebook tips

© 2010 Common Knowledge

Here’s some #’s that will blow your mind

January 10 15

Assume 1,000 people put a badge on their profile.

Each person has ~130 friends.

That’s 130,000 people that could get exposed to the badge.

Page 16: 20100127 facebook tips

© 2010 Common Knowledge

Here’s some #’s that will blow your mind

January 10 16

Assume 1,000 people put a badge on their profile.

Each person has ~130 friends.

That’s 130,000 people that could get exposed to the badge.

Assume 1/10 of those 130,000 people in turn simply post a message to their status line:

12,000 x 130 = 1,560,000 people + 130,000 = 1,690,000!

Page 17: 20100127 facebook tips

© 2010 Common Knowledge

Here’s some #’s that will blow your mind

January 10 17

Assume 1,000 people put a badge on their profile.

Each person has ~130 friends.

That’s 130,000 people that could get exposed to the badge.

Assume 1/10 of those 130,000 people in turn simply post a message to their status line:

12,000 x 130 = 1,560,000 people + 130,000 = 1,690,000!

More than 1.6 million people will get exposed to your event!

Page 18: 20100127 facebook tips

© 2010 Common Knowledge

HOW DOES IT WORK? Facebook

18

Page 19: 20100127 facebook tips

© 2010 Common Knowledge

Composer Publish statuses, photos, notes and more into the Stream. Posts appear in the users profiles and on their friends’ home pages.

Efficient Communication

Personal Home Page

Page 20: 20100127 facebook tips

© 2010 Common Knowledge

Stream Column The Stream shows users all posts from their connections in real-time. This keeps the user up-to-date on everything that is happening in their world.

Personal Home Page

Page 21: 20100127 facebook tips

© 2010 Common Knowledge

Filters Filters allow users to organize the Stream column by Friend Lists for more efficient consumption.

Personal Home Page

Page 22: 20100127 facebook tips

© 2010 Common Knowledge

Engagement Ads Users are able to engage with ads in the same way they interact with other content on Facebook, without leaving their home page.

Personal Home Page

Page 23: 20100127 facebook tips

© 2010 Common Knowledge

Facebook is Different Your typical impression

Your Brand

your brand

A Facebook Impression

Page 24: 20100127 facebook tips

© 2010 Common Knowledge

Fans are long-lasting connections Make them. Use them. Forever.

Building connections is the foundation of developing your own marketing channel

▪  Your Facebook Page allows you to develop deep relationship with consumers

▪  Once you make a connection, you can message them whenever you want

▪  Foster a two-way dialogue

▪  An efficient way to reach and share information with your audience

Brand

Page 25: 20100127 facebook tips

© 2010 Common Knowledge

Connections meet multiple objectives

Connections

Page 26: 20100127 facebook tips

© 2010 Common Knowledge

Engagement ads encourage action and connection ▪  Users engage with your ads the

same way they interact with other content on Facebook

▪  Users remain on the home page

▪  Engagement sparks organic sharing to the user’s friends

▪  All dimensions of targeting available

Video commenting

Virtual gift Poll

Become a fan

Event

Page 27: 20100127 facebook tips

© 2010 Common Knowledge

2-way communication Public Profile User home page

Develop deep relationships with your Supporters

When stories are published to the Public Profile wall...

They also appear in fans’ home page Stream

Fans can engage with your posts from their home page

Page 28: 20100127 facebook tips

© 2010 Common Knowledge

▪  Free, extended reach through socially generated impressions.*

▪  Captivating content has long life cycles as a result of others re-posting, commenting and liking.

Amplified Reach

Socially generated impression: An impression that is generated by, and refers to, engagement with Facebook content (including ads) by a friend

Page 29: 20100127 facebook tips

© 2010 Common Knowledge

FACEBOOK Pages, Groups and Causes

January 2010 29

Page 30: 20100127 facebook tips

© 2010 Common Knowledge 30

Understanding Facebook

So many choices: Groups, Pages, Applications, and Causes.

–  Groups: A way to dip your toe, run a small campaign or host a smaller organization.

–  Pages: Improved communication with supporters, metrics, and control

–  Causes: (Application) Dedicated presence with features specifically for nonprofits.

–  Applications: Piece of software written for and running within Facebook. Features interact with FB social tools.

Page 31: 20100127 facebook tips

© 2010 Common Knowledge

FACEBOOK PROFILE Jeff Patrick

31

Page 32: 20100127 facebook tips

© 2010 Common Knowledge June 2008 32

Page 33: 20100127 facebook tips

© 2010 Common Knowledge 33

Understanding Facebook Groups

–  Starter organization profile

–  Typically used by smaller organizations or chapters of a larger nonprofit

–  Easy to set up; good place to dabble with Facebook

–  User actions display on their profile and in their friends’ news feeds

–  Limitations

•  Updating and notification capabilities restricted

• No applications

Page 34: 20100127 facebook tips

© 2010 Common Knowledge

ARTHRITIS FOUNDATION Facebook Group

34

Page 35: 20100127 facebook tips

© 2010 Common Knowledge 35

Page 36: 20100127 facebook tips

© 2010 Common Knowledge 36

Understanding Facebook

Pages –  Facebook’s preferred location for big organizations,

brands, and public entities on Facebook

–  Message entire “Fan” base

–  “Status update” updates users’ profiles and displays in their friends’ newsfeeds

–  Pages use applications

–  **Advanced Reporting**

–  Real time feedback from supporters (or critics)

Page 37: 20100127 facebook tips

© 2010 Common Knowledge

EQUALITY CALIFORNIA NO ON PROP 8

Facebook Page

37

Page 38: 20100127 facebook tips

© 2010 Common Knowledge 38

Page 39: 20100127 facebook tips

© 2010 Common Knowledge

Page vs. Group in Facebook

39

Page

Groups

Page 40: 20100127 facebook tips

© 2010 Common Knowledge 40

Understanding Facebook

Causes –  Very popular application on

Facebook

–  Users/Orgs create “Causes” to support “Beneficiaries” (nonprofits)

–  Allows supporters to raise money, recruit additional supporters, and advocate on behalf of the organization

–  Donations processed through Network for Good

Page 41: 20100127 facebook tips

© 2010 Common Knowledge

Facebook Cause

41

Page 42: 20100127 facebook tips

© 2010 Common Knowledge 42

Understanding Facebook

Applications –  Applications provide the ability for people on Facebook to

deepen their relationship with your organization using tools that Facebook does not provide

–  Allows people to publicly identify with your organization and take action on your organization’s behalf

–  Message users who have added the application to their profiles

–  Integrate with your existing CRM and website

–  Improved ability to use supporters social graphs

Page 43: 20100127 facebook tips

© 2010 Common Knowledge

Fundraising Application

43

Page 44: 20100127 facebook tips

© 2010 Common Knowledge

44

Don't just send friends any gift, send a gift that makes a difference. 50% of all proceeds go to animal charities you choose. Adopting pets from Pets Cybershelter helps REAL animals! Send friends a facebook family member or adopt pets for your page

Page 45: 20100127 facebook tips

© 2010 Common Knowledge

HEALTH ORGANIZATIONS Facebook

January 2010 45

Page 46: 20100127 facebook tips

© 2010 Common Knowledge

National MS Society (Cause)

46

Page 47: 20100127 facebook tips

© 2010 Common Knowledge

Children’s Hospital Boston (Group)

47

Page 48: 20100127 facebook tips

© 2010 Common Knowledge

American Heart Association (Group)

48

Page 49: 20100127 facebook tips

© 2010 Common Knowledge

Arthritis Foundation (Page)

49

Let’s Take a Closer Look…

Page 50: 20100127 facebook tips

© 2010 Common Knowledge

Arthritis Foundation (Page)

50

Page 51: 20100127 facebook tips

© 2010 Common Knowledge

Arthritis Foundation (Page)

51

Page 52: 20100127 facebook tips

© 2010 Common Knowledge

Arthritis Foundation (Page)

52

Page 53: 20100127 facebook tips

© 2010 Common Knowledge

Arthritis Foundation (Page)

53

Page 54: 20100127 facebook tips

© 2010 Common Knowledge

American Heart Association (Application)

54

Page 55: 20100127 facebook tips

© 2010 Common Knowledge

American Cancer Society (Group)

55

Page 56: 20100127 facebook tips

© 2010 Common Knowledge

MEMBER DEMOGRAPHICS Commercial Social Networks

January 2010 56

Page 57: 20100127 facebook tips

© 2010 Common Knowledge

Facebook Demographics

Page 58: 20100127 facebook tips

© 2010 Common Knowledge

MySpace Demographics

Page 59: 20100127 facebook tips

© 2010 Common Knowledge

Twitter Demographics

Page 60: 20100127 facebook tips

© 2010 Common Knowledge

LinkedIn Demographics

Page 61: 20100127 facebook tips

© 2010 Common Knowledge

Side by Side Comparison

January 10 61

Page 62: 20100127 facebook tips

© 2010 Common Knowledge

UMMM… SO WHAT IS IT? Social Networks

January 2010 62

Page 63: 20100127 facebook tips

© 2010 Common Knowledge

Social Network Example - Phillipe

63

Soccer Team Univ of Toronto Alumni

Nonprofit Job Church Choir

Jason Networks: • Soccer Team • U of T Alum • Nonprofit Job • Church Choir

Phillipe

Page 64: 20100127 facebook tips

© 2010 Common Knowledge

COOL INSIGHTS People and Their Virtual Social Networks

January 2010 64

Page 65: 20100127 facebook tips

© 2010 Common Knowledge

Simple (but Important) Concepts

•  Offline Bias: Relationships on virtual social networks largely reflect offline relationships

•  Priority Characteristics: Geography and occupation are the two strongest predictors for relationship determination

•  Network of Networks: A large social network is actually a collection of many smaller networks

•  Multiple Personas: Our role and the information and willingness to share that information varies by network.

65

Page 66: 20100127 facebook tips

© 2010 Common Knowledge

Demographics

•  Female Bias: 50% of women and 42% of men use social networks1

•  Rapid Growth Among Adults: Number of adults with a social networking profile has grown from 5% to 35% between 2005 and January 2009.2

•  Not “Old” People: Just 7% of adults 65 and older have a social networking profile.2

66

1 Marisa Taylor, Wall Street Journal, Pew Research, Oct 7, 2009 2 Pew Research, Amanda Lenhart, Jan 14, 2009

Page 67: 20100127 facebook tips

© 2010 Common Knowledge

IMPORTANT Social Networks for Nonprofits

January 2010 67

Page 68: 20100127 facebook tips

© 2010 Common Knowledge

Social networks facilitate socializing, enhance communication and collaboration, and fundamentally grow relationships.

Social networking, however, serves and embellishes the delivery of your programs and mission online.

The end product is not socializing, the end product is better delivery of your mission and programs.

68

Social Networking + Service = Community

Page 69: 20100127 facebook tips

© 2010 Common Knowledge

EMAIL/DONOR ACQUISITION Acquisition via Social Network

69

Page 70: 20100127 facebook tips

© 2010 Common Knowledge 70

Acquisition Path Commercial Social Networks

Organization

FaceBook

Online Fundraising Email Marketing/Direct Mail Solicitations

Page 71: 20100127 facebook tips

© 2010 Common Knowledge

Sierra Club on Facebook

71

Page 72: 20100127 facebook tips

© 2010 Common Knowledge

Sierra Club on Facebook

72

Page 73: 20100127 facebook tips

© 2010 Common Knowledge

Sierra Club Website

73

Page 74: 20100127 facebook tips

© 2010 Common Knowledge

Sierra Club Petition

74

Page 75: 20100127 facebook tips

© 2010 Common Knowledge

Sierra Club Petition

75

Page 76: 20100127 facebook tips

© 2010 Common Knowledge

Tips for Collecting Email Addresses

•  Incorporate calls-to-action in your status line posts

•  Activities that mobilize –  Contests –  Surveys –  E-Actions –  Volunteer Oppty’s –  E-Gifts –  E-Cards –  Donation

•  Include an opt-in on conversion forms

76

Page 77: 20100127 facebook tips

© 2010 Common Knowledge 77

Acquisition Paths External Networks Organization Website

Organization

FaceBook

Org’s Social Network

Online Fundraising Email Marketing/Direct Mail Solicitations

Page 78: 20100127 facebook tips

© 2010 Common Knowledge

FACEBOOK Event Fundraising – Two Case Studies

78

Page 79: 20100127 facebook tips

© 2010 Common Knowledge

Event Fundraising – Take 1

79

Page 80: 20100127 facebook tips

© 2010 Common Knowledge

•  Alliance for Lupus Research •  Event Fundraising

–  5K Walk Events –  30 Cities –  Convio Friendraiser –  No Registration Fee –  $100 Fundraising Goal (Typical)

80

Page 81: 20100127 facebook tips

© 2010 Common Knowledge

Offline Fundraising Tools

81

Sample Fundraising Letters Printed Donation Forms

Phone/Online Support

Printed Registration Forms

Team Building Tips

Page 82: 20100127 facebook tips

© 2010 Common Knowledge

Online Fundraising Tools – Events Site

82

•  Convio TeamRaiser •  Event Site

•  Registrant Page

•  Registrant Giving Form

•  Registrant Email Tools

•  Team Tools

•  Promotional Tools •  Donor Recognition •  Gift Thermometer •  Offline Giving Options •  Phone Support

Page 83: 20100127 facebook tips

© 2010 Common Knowledge

Facebook Fundraising Tools

83

•  Displays on profile

•  Org/Event branded

•  Fundraising focused

•  Personalized giving results

•  Personalized donation form link

•  Tabbed navigation

•  Progress meter

Profile Badge

Page 84: 20100127 facebook tips

© 2010 Common Knowledge

Facebook Application

84

•  Objectives •  Offer participants & donors a home base within Facebook

•  Seamless integration with Convio

•  Link participants & donors within & across events

•  Leverage individual’s social map within Facebook

•  Raise more donations

Facebook Event Dashboard

Page 85: 20100127 facebook tips

© 2010 Common Knowledge

Facebook Application

85

•  Event Fundraising Stats •  Total Amount Donated to Event

•  Total # Donations to Event

•  Create profile badge button

Page 86: 20100127 facebook tips

© 2010 Common Knowledge

Facebook Application

86

•  Communications Panel •  Send message in FB

•  Send message in Convio

•  Comment on participant wall

Page 87: 20100127 facebook tips

© 2010 Common Knowledge

Facebook Application

87

•  Personal Fundraising Panel •  Amount I’ve given

•  Amount from my donors

•  Link to Convio account

Page 88: 20100127 facebook tips

© 2010 Common Knowledge

Facebook Application

88

•  Event Participants •  Friend participating in event

•  Clickable to profile

Page 89: 20100127 facebook tips

© 2010 Common Knowledge

Facebook Application

89

•  Activity Feed •  Display messages for all participants related to the ALR events.

•  Includes manual status updates, donations, registrations, etc.

Page 90: 20100127 facebook tips

© 2010 Common Knowledge

Facebook Application

90

•  Menu Bar •  Home: Current Page

•  Fundraisers: Homepage for ALR’s event fundraisers

•  Donors: Homepage for ALR’s event donors

•  Invite: Invite donors (prospect)

•  Donate: Link or embedded form

•  About: Background info

Page 91: 20100127 facebook tips

© 2010 Common Knowledge

… AND SPONSORSHIP Facebook Badges

January 2010 91

Page 92: 20100127 facebook tips

© 2010 Common Knowledge

Sponsorship

92

Arthritis Foundation

MySpace, Facebook & House Network Badge Sponsorship

Page 93: 20100127 facebook tips

© 2010 Common Knowledge January 2010 93

Page 94: 20100127 facebook tips

© 2010 Common Knowledge

BUZZ TRIANGLE Facebook Badges

January 2010 94

Page 95: 20100127 facebook tips

© 2010 Common Knowledge

Aids LifeCycle Event

January 2010 95

Page 96: 20100127 facebook tips

© 2010 Common Knowledge

Facebook Advertising

January 2010 96

Page 97: 20100127 facebook tips

© 2010 Common Knowledge

Aids LifeCycle Facebook Page

January 2010 97

Page 98: 20100127 facebook tips

© 2010 Common Knowledge

Buzz Triangle

January 2010 98

Acquisition 1.  Opt-in to on-going communication 2.  Demonstrate interest 3.  1st step in ladder of engagement Ads

Facebook Page

Page 99: 20100127 facebook tips

© 2010 Common Knowledge

Event Registration Microsite

January 2010 99

Page 100: 20100127 facebook tips

© 2010 Common Knowledge

Buzz Triangle

January 2010 100

Ads

Facebook Page

Microsite

Page 101: 20100127 facebook tips

© 2010 Common Knowledge

Stewardship Message Stream

January 2010 101

Facebook Page Day/Time Message

1/9:00 Photo contest announce

1/13:00 Virtual event announce/invite

2/8:00 Photo context announce w/ samples

2/14:00 SF event announce/invite

3/8:00 Photo contest/last chance

3/10:00 LA event announce/invite

3/14:00 Rider offer #4 for ride signup by 17:00

Micro-message stream

Page 102: 20100127 facebook tips

© 2010 Common Knowledge

STATISTICS Facebook

January 2010 102

Page 103: 20100127 facebook tips

© 2010 Common Knowledge

Facebook

January 2010 103

Page 104: 20100127 facebook tips

© 2010 Common Knowledge

Facebook

January 2010 104

Page 105: 20100127 facebook tips

© 2010 Common Knowledge

Facebook

January 2010 105

Page 106: 20100127 facebook tips

© 2010 Common Knowledge

Facebook

January 2010 106

Page 107: 20100127 facebook tips

© 2010 Common Knowledge

Facebook

January 2010 107

Page 108: 20100127 facebook tips

© 2010 Common Knowledge

Facebook

January 2010 108

Page 109: 20100127 facebook tips

© 2010 Common Knowledge

Facebook

January 2010 109

Page 110: 20100127 facebook tips

© 2010 Common Knowledge

Facebook

January 2010 110

Page 111: 20100127 facebook tips

© 2010 Common Knowledge

Facebook

January 2010 111

Page 112: 20100127 facebook tips

© 2010 Common Knowledge

Facebook

January 2010 112

Page 113: 20100127 facebook tips

© 2010 Common Knowledge

Facebook

January 2010 113

Page 114: 20100127 facebook tips

© 2010 Common Knowledge

PETA ON FACEBOOK Advocacy on Commercial Social Networks

January 2010 114

Page 115: 20100127 facebook tips

© 2010 Common Knowledge

PETA’s Facebook Page

January 2010 115

Page 116: 20100127 facebook tips

© 2010 Common Knowledge

Example – Advocacy Call-to-Action

January 2010 116

Page 117: 20100127 facebook tips

© 2010 Common Knowledge

Example – Advocacy Call-to-Action

January 2010 117

Facebook Page Post

PETA Blog Online Action

Page 118: 20100127 facebook tips

© 2010 Common Knowledge

Example – Advocacy Call to Action

January 2010 118

Page 119: 20100127 facebook tips

© 2010 Common Knowledge

PETA Action Center

January 2010 119