facebook strategy

Social Media Webinar SeriesSession 1 of 3

Strategy & Planning

September 2011

Presented By: Meg Dawes

Mandi FrishmanJosh Jordan

Series Overview

Session 1: Strategy & Planning

Session 2: Best Practices & Implementation

Session 3: Measurement & Monitoring

Meg DawesAccount Director, Make Me Social

Mandi FrishmanMarketing Manager, Make Me Social

Josh JordanPresident, Make Me Social

Introduction to Facebook

Audience & Goals

Message & Inspiration

Promotion & Sharing

Q&A

Connecting Communities

Motivate. Mobilize.

Phase 1: Audience + Goals

“Motivation is the art of getting people to do what you want them to do because they

want to do it.”Dwight D. Eisenhower

The Content Pyramid

Audience Segment A

Audience Segment B

Audience Segment C

Communications Calendar

Engagement

Awareness

Donation

WHY WON’T YOU TALK TO ME?!

Impact. Inspire.

“Storytelling is the most powerful way to put ideas into

the world today. ”Robert McKee

Phase 2: Message & Inspiration

Phase 3: Promotion & Sharing

“Awareness is empowering.”

Rita Wilson

Image Courtesy of http://www.flickr.com/photos/yashna13/

Resources

Facebook for Non-Profitshttp://www.facebook.com/nonprofits

MakeMeSocialhttp://www.facebook.com/makemesocial

GlobalGiving Project Leaders Grouphttp://www.facebook.com/groups/globalgivingPLs/

Marketing Profs, Non-Profit Researchhttp://www.marketingprofs.com/marketing/library/34/non-profit

Goals | Audience | Relationships | Conversations | Connections

5 Things to Remember

1. Audience & Goals1. Evaluate and Analyze

2. Refine your Message1. Write down how you can inspire people.

3. Build Content Buckets 1. Develop a Content Calendar

4. Analyze Promotion Channels1. Build a Strategy to Share

Homework

1. Creating & Improving Pages

2. Socializing Content3. Energizing for

Engagement

Next Session

Image Courtesy of http://www.flickr.com/photos/stoneysteiner/

Questions