20100127 facebook tips

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

Jeff Patrick President 415.543.7600 jpatrick@commonknow.com www.commonknow.com

Facebook Primer

Ten Tips for Attracting a Large Community to Your Facebook Page

•  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

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

www.commonknow.com

Jeff Patrick President & Founder Common Knowledge

www.commonknow.com jpatrick@commonknow.com

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

Event Fundraising on Facebook

Giving through the Network (Social Network)

Peer-to-Peer Marketing

Facebook Fundraising Badge

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Imagine …

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The average Facebook profile has 130 friends.

How big this gets…

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

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

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Each person has ~130 friends.

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

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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!

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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!

HOW DOES IT WORK? Facebook

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

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

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

Personal Home Page

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

Facebook is Different Your typical impression

Your Brand

your brand

A Facebook Impression

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

Connections meet multiple objectives

Connections

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

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

▪  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

FACEBOOK Pages, Groups and Causes

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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.

FACEBOOK PROFILE Jeff Patrick

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

ARTHRITIS FOUNDATION Facebook Group

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)

EQUALITY CALIFORNIA NO ON PROP 8

Facebook Page

Page vs. Group in Facebook

Groups

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

Facebook Cause

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

Fundraising Application

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

HEALTH ORGANIZATIONS Facebook

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National MS Society (Cause)

Children’s Hospital Boston (Group)

American Heart Association (Group)

Arthritis Foundation (Page)

Let’s Take a Closer Look…

American Heart Association (Application)

American Cancer Society (Group)

MEMBER DEMOGRAPHICS Commercial Social Networks

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Facebook Demographics

MySpace Demographics

Twitter Demographics

LinkedIn Demographics

Side by Side Comparison

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UMMM… SO WHAT IS IT? Social Networks

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Social Network Example - Phillipe

Soccer Team Univ of Toronto Alumni

Nonprofit Job Church Choir

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

Phillipe

COOL INSIGHTS People and Their Virtual Social Networks

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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.

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

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

IMPORTANT Social Networks for Nonprofits

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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.

Social Networking + Service = Community

EMAIL/DONOR ACQUISITION Acquisition via Social Network

Acquisition Path Commercial Social Networks

Organization

FaceBook

Online Fundraising Email Marketing/Direct Mail Solicitations

Sierra Club on Facebook

Sierra Club Website

Sierra Club Petition

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

Acquisition Paths External Networks Organization Website

Organization

FaceBook

Org’s Social Network

Online Fundraising Email Marketing/Direct Mail Solicitations

FACEBOOK Event Fundraising – Two Case Studies

Event Fundraising – Take 1

•  Alliance for Lupus Research •  Event Fundraising

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

Offline Fundraising Tools

Sample Fundraising Letters Printed Donation Forms

Phone/Online Support

Printed Registration Forms

Team Building Tips

Online Fundraising Tools – Events Site

•  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

Facebook Fundraising Tools

•  Displays on profile

•  Org/Event branded

•  Fundraising focused

•  Personalized giving results

•  Personalized donation form link

•  Tabbed navigation

•  Progress meter

Profile Badge

Facebook Application

•  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

•  Event Fundraising Stats •  Total Amount Donated to Event

•  Total # Donations to Event

•  Create profile badge button

•  Communications Panel •  Send message in FB

•  Send message in Convio

•  Comment on participant wall

•  Personal Fundraising Panel •  Amount I’ve given

•  Amount from my donors

•  Link to Convio account

•  Event Participants •  Friend participating in event

•  Clickable to profile

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

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

•  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

… AND SPONSORSHIP Facebook Badges

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Sponsorship

Arthritis Foundation

MySpace, Facebook & House Network Badge Sponsorship

BUZZ TRIANGLE Facebook Badges

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Aids LifeCycle Event

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Facebook Advertising

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Aids LifeCycle Facebook Page

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Buzz Triangle

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

Facebook Page

Event Registration Microsite

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Buzz Triangle

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Facebook Page

Microsite

Stewardship Message Stream

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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

STATISTICS Facebook

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Facebook

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Facebook

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Facebook

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Facebook

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Facebook

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Facebook

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Facebook

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Facebook

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Facebook

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Facebook

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Facebook

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PETA ON FACEBOOK Advocacy on Commercial Social Networks

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PETA’s Facebook Page

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Example – Advocacy Call-to-Action

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Example – Advocacy Call-to-Action

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Facebook Page Post

PETA Blog Online Action

Example – Advocacy Call to Action

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PETA Action Center

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