building and sustaining an online presence

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Building and sustaining an online presence A workshop for intermediary organisations working within the community 19th July 2013, Old University, Valletta - Malta zaterdag 20 juli 13

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- A Workshop for Intermediary Organizations working within the Community - This workshop was commissioned by the Malta Communications Authority and held at the Old University in Valetta on June 19th, 2013. Over 45 representatives of Maltese nonprofit organizations attended the workshop.

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Page 1: Building and Sustaining an Online Presence

Building and sustaining an online presenceA workshop for intermediary organisations working within the community19th July 2013, Old University, Valletta - Malta

zaterdag 20 juli 13

Page 2: Building and Sustaining an Online Presence

by Lize De Clercqwww.eclecticlines.net

zaterdag 20 juli 13

Page 3: Building and Sustaining an Online Presence

9h05 - 10h Introduction to Web Strategies for Intermediary Organizations

10h - 11h The Cost of Developing a Web Presence

11h - 11h30 Coffee break

11h30 - 12h30 Using Social Media Effectively

12h30 - 13h Questions & Answers

zaterdag 20 juli 13

Page 4: Building and Sustaining an Online Presence

MY BIOWWW.VIZIFY.COM/LIZE-DE-CLERCQ

zaterdag 20 juli 13

Page 5: Building and Sustaining an Online Presence

MY BIOWWW.VIZIFY.COM/LIZE-DE-CLERCQ

zaterdag 20 juli 13

Page 6: Building and Sustaining an Online Presence

MY BIOWWW.VIZIFY.COM/LIZE-DE-CLERCQ

zaterdag 20 juli 13

Page 7: Building and Sustaining an Online Presence

MY BIOWWW.VIZIFY.COM/LIZE-DE-CLERCQ

zaterdag 20 juli 13

Page 8: Building and Sustaining an Online Presence

MY BIOWWW.VIZIFY.COM/LIZE-DE-CLERCQ

zaterdag 20 juli 13

Page 9: Building and Sustaining an Online Presence

MY BIOWWW.VIZIFY.COM/LIZE-DE-CLERCQ

zaterdag 20 juli 13

Page 10: Building and Sustaining an Online Presence

Website strategy(How it is usually the case) ✖

zaterdag 20 juli 13

Page 11: Building and Sustaining an Online Presence

Come online!

Everybody is online!

Wait, here we come!

Does anybody know a cheap web genius?

We did it! We’re online!!!

This is the only person who knows

how to put all our stuff online :(

Our website is not how we wanted

it to be :(

DOES THIS STORY SOUND FAMILIAR?✖

✖✖

zaterdag 20 juli 13

Page 12: Building and Sustaining an Online Presence

Website strategy(How it should be the case) ✔

zaterdag 20 juli 13

Page 13: Building and Sustaining an Online Presence

....

....

....

....

....

....

WHYdo yo need a website?

What are your goals?

zaterdag 20 juli 13

Page 14: Building and Sustaining an Online Presence

WHAT YOU DON’T NEED A WEBSITE FORWWW.ASLPMALTA.ORG & WWW.SPEECHBUDDY.COM

You don’t need a website for yourselves! ✖

You should tell your audience what’s in it for them!

How can you satisfy their specific needs? ✔

zaterdag 20 juli 13

Page 15: Building and Sustaining an Online Presence

....

....

....

....

....

....

WHOare the target audiences

of your website?

zaterdag 20 juli 13

Page 16: Building and Sustaining an Online Presence

General Public

Beneficiaries, End Users

Members, Constituents

Volunteers

Donors, Funders, Contributors

Other stakeholders:partners, other nonprofits, government, press,...

WHOare the target audiences

of your website?

zaterdag 20 juli 13

Page 17: Building and Sustaining an Online Presence

General public:

...

...

...

...

WHATdoes your audience need

from your website?

zaterdag 20 juli 13

Page 18: Building and Sustaining an Online Presence

General public:quick (less than 3 seconds!) understanding of what your organization is about

fabulous, compelling content that is genuinely interesting & relevant, written in a way people want to read it

details, specific aspects & facets of the story of your organization & the people behind it

stories from behind the curtains of the organization

how to subscribe for the e-newsletter

WHATdoes your audience need

from your website?

zaterdag 20 juli 13

Page 19: Building and Sustaining an Online Presence

WHAT IS THIS ORGANIZATION ABOUT?WWW.EQUALPARTNERS.ORG.MT

zaterdag 20 juli 13

Page 20: Building and Sustaining an Online Presence

3 seconds are overAnd?

zaterdag 20 juli 13

Page 21: Building and Sustaining an Online Presence

WHAT IS THIS ORGANIZATION ABOUT?WWW.EQUALPARTNERS.ORG.MT

Is it about job placement for the disabled?

zaterdag 20 juli 13

Page 22: Building and Sustaining an Online Presence

WHAT IS THIS ORGANIZATION ABOUT?WWW.ARC-MIDDLESEX.ORG

zaterdag 20 juli 13

Page 23: Building and Sustaining an Online Presence

3 seconds are overAnd?

zaterdag 20 juli 13

Page 24: Building and Sustaining an Online Presence

WHAT IS THIS ORGANIZATION ABOUT?WWW.ARC-MIDDLESEX.ORG

Ok. This is about people with intellectual disabilities.

And they ask me to join & help.It looks great to be part of this

community of volunteers.

zaterdag 20 juli 13

Page 25: Building and Sustaining an Online Presence

IS THIS CONTENT COMPELLING?WWW.FSEGOZO.ORG/SERVICES/MEALS-ON-WHEELS.HTML

zaterdag 20 juli 13

Page 26: Building and Sustaining an Online Presence

IS THIS CONTENT COMPELLING?WWW.FSEGOZO.ORG/SERVICES/MEALS-ON-WHEELS.HTML

Hidden from homepage

Not written in a way people will actually read it

A bigger picture with volunteers actually delivering

the meals to needy beneficiaries would have been more

compelling

zaterdag 20 juli 13

Page 27: Building and Sustaining an Online Presence

IS THIS CONTENT COMPELLING?WWW.NOKIDHUNGRY.ORG

zaterdag 20 juli 13

Page 28: Building and Sustaining an Online Presence

IS THIS CONTENT COMPELLING?WWW.NOKIDHUNGRY.ORG

Great picture. But no kids?

Written in a way people will read it and take action!

zaterdag 20 juli 13

Page 29: Building and Sustaining an Online Presence

WHO ARE THE PEOPLE BEHIND THIS ORGANIZATION?WWW.MSMALTA.ORG.MT/COMMITTEE.HTML

zaterdag 20 juli 13

Page 30: Building and Sustaining an Online Presence

WHO ARE THE PEOPLE BEHIND THIS ORGANIZATION?WWW.MSMALTA.ORG.MT/COMMITTEE.HTML

Expectation about getting to know the people

behind

Only titles & names. The expectation is

frustrated. ✖

zaterdag 20 juli 13

Page 31: Building and Sustaining an Online Presence

WHO ARE THE PEOPLE BEHIND THIS ORGANIZATION?WWW.KOPIN.ORG/ABOUT/KOPINSCOMMITTEE/TABID/2016/LANGUAGE/EN-US/DEFAULT.ASPX

zaterdag 20 juli 13

Page 32: Building and Sustaining an Online Presence

WHO ARE THE PEOPLE BEHIND THIS ORGANIZATION?WWW.KOPIN.ORG/ABOUT/KOPINSCOMMITTEE/TABID/2016/LANGUAGE/EN-US/DEFAULT.ASPX

Pictures and bios of the people behind the

organization✔

zaterdag 20 juli 13

Page 33: Building and Sustaining an Online Presence

WHO ARE THE PEOPLE BEHIND THIS ORGANIZATION?WWW.ADITUS.ORG.MT/ADITUS_FOUNDATION/WHO_ARE_WE.HTML

zaterdag 20 juli 13

Page 34: Building and Sustaining an Online Presence

WHO ARE THE PEOPLE BEHIND THIS ORGANIZATION?WWW.ADITUS.ORG.MT/ADITUS_FOUNDATION/WHO_ARE_WE.HTML

Video with the Director speaking ✔Only titles, names

& emails ✖

zaterdag 20 juli 13

Page 35: Building and Sustaining an Online Presence

CAN I HAVE A LOOK BEHIND THE CURTAINS?MANNAFOODBANK.ORG/ARTICLES/NEW-VIDEO-BECOMING-A-PARTNER-AGENCY

zaterdag 20 juli 13

Page 36: Building and Sustaining an Online Presence

CAN I HAVE A LOOK BEHIND THE CURTAINS?MANNAFOODBANK.ORG/ARTICLES/NEW-VIDEO-BECOMING-A-PARTNER-AGENCY

Video testimonial of staff member speaking

from the office✔

zaterdag 20 juli 13

Page 37: Building and Sustaining an Online Presence

Beneficiaries, End Users:

...

...

...

...

WHATdoes your audience need

from your website?

zaterdag 20 juli 13

Page 38: Building and Sustaining an Online Presence

Beneficiaries, End Users:relevant and compelling information about the services your organization offers

useful information that can help

testimonials of peer beneficiaries

WHATdoes your audience need

from your website?

zaterdag 20 juli 13

Page 39: Building and Sustaining an Online Presence

WHAT SERVICES DOES THE ORGANIZATION OFFER?WWW.EQUALPARTNERS.ORG.MT/SUPPORT-SERVICES-WHAT-WE-DO

zaterdag 20 juli 13

Page 40: Building and Sustaining an Online Presence

WHAT SERVICES DOES THE ORGANIZATION OFFER?WWW.EQUALPARTNERS.ORG.MT/SUPPORT-SERVICES-WHAT-WE-DO

Complete description of the services are at 2 clicks away from the homepage

zaterdag 20 juli 13

Page 41: Building and Sustaining an Online Presence

WHAT SERVICES DOES THE ORGANIZATION OFFER?WWW.ARC-MIDDLESEX.ORG/PROGRAMS/VOCATIONAL.HTML

zaterdag 20 juli 13

Page 42: Building and Sustaining an Online Presence

WHAT SERVICES DOES THE ORGANIZATION OFFER?WWW.ARC-MIDDLESEX.ORG/PROGRAMS/VOCATIONAL.HTML

Easy browsing through the complete description of the services, at one

click away from the homepage

zaterdag 20 juli 13

Page 43: Building and Sustaining an Online Presence

WHAT INFORMATION DO THEY OFFER THAT CAN HELP ME?WWW.DIABETESMALTA.ORG/LINKS.HTML

zaterdag 20 juli 13

Page 44: Building and Sustaining an Online Presence

WHAT INFORMATION DO THEY OFFER THAT CAN HELP ME?WWW.DIABETESMALTA.ORG/LINKS.HTML

All useful information is hidden under ‘Links’ ✖

zaterdag 20 juli 13

Page 45: Building and Sustaining an Online Presence

WHAT INFORMATION DO THEY OFFER THAT CAN HELP ME?WWW.MICHAELJFOX.ORG

zaterdag 20 juli 13

Page 46: Building and Sustaining an Online Presence

WHAT INFORMATION DO THEY OFFER THAT CAN HELP ME?WWW.MICHAELJFOX.ORG

All useful information is at one click away from the homepage

zaterdag 20 juli 13

Page 47: Building and Sustaining an Online Presence

ARE THERE ANY TESTIMONIALS OF (PEER) BENEFICIARIES?WWW.EQUALPARTNERS.ORG.MT/ARTICLES/37-PERSONAL-EXPERIENCES-ALAN-BALDACCHINO

zaterdag 20 juli 13

Page 48: Building and Sustaining an Online Presence

ARE THERE ANY TESTIMONIALS OF (PEER) BENEFICIARIES?WWW.EQUALPARTNERS.ORG.MT/ARTICLES/37-PERSONAL-EXPERIENCES-ALAN-BALDACCHINO

Testimonials are hidden under ‘articles’

Not clear that this testimonial is from a

beneficiaryNot clear that this

testimonial is from a volunteer

✖✖

This picture is from a slideshow. There is no

picture of Alan.✖

zaterdag 20 juli 13

Page 49: Building and Sustaining an Online Presence

ARE THERE ANY TESTIMONIALS OF (PEER) BENEFICIARIES?WWW.SPEECHBUDDY.COM/TESTIMONIALS

zaterdag 20 juli 13

Page 50: Building and Sustaining an Online Presence

ARE THERE ANY TESTIMONIALS OF (PEER) BENEFICIARIES?WWW.SPEECHBUDDY.COM/TESTIMONIALS

Testimonials can be filtered!

Testimonials are at one click from the

homepage

Picture & story from a child as beneficiary

Picture & story from a parent as beneficiary

zaterdag 20 juli 13

Page 51: Building and Sustaining an Online Presence

Members, Constituents:

...

...

...

...

WHATdoes your audience need

from your website?

zaterdag 20 juli 13

Page 52: Building and Sustaining an Online Presence

Members, Constituents:practical information on activities

calendar of events

info on membership & renewal

how to get involved

items & gadgets for sale

WHATdoes your audience need

from your website?

zaterdag 20 juli 13

Page 53: Building and Sustaining an Online Presence

CAN I FIND PRACTICAL INFORMATION ON ACTIVITIES?WWW.MARSAXLOKK-ASC.COM/PAGE6.HTML

zaterdag 20 juli 13

Page 54: Building and Sustaining an Online Presence

CAN I FIND PRACTICAL INFORMATION ON ACTIVITIES?WWW.MARSAXLOKK-ASC.COM/PAGE6.HTML

The information is first presented “in general”

The information is then detailed into ‘target groups’

It isn’t clear at first sight that these are details of the same activities mentioned above ‘in

general’ ✖

zaterdag 20 juli 13

Page 55: Building and Sustaining an Online Presence

CAN I FIND PRACTICAL INFORMATION ON ACTIVITIES?WWW.MAPLEVALLEYCC.ORG

zaterdag 20 juli 13

Page 56: Building and Sustaining an Online Presence

CAN I FIND PRACTICAL INFORMATION ON ACTIVITIES?WWW.MAPLEVALLEYCC.ORG

Slideshow with upcoming activities for

each target group

Articles on upcoming activities for each target

group ✔

zaterdag 20 juli 13

Page 57: Building and Sustaining an Online Presence

EVENT CALENDAR WITH ALL UPCOMING ACTIVITIES?MILLENNIUMCHAPEL.ORG/CALENDAR/MONTH.CALENDAR/2013/07/15/-

zaterdag 20 juli 13

Page 58: Building and Sustaining an Online Presence

EVENT CALENDAR WITH ALL UPCOMING ACTIVITIES?MILLENNIUMCHAPEL.ORG/CALENDAR/MONTH.CALENDAR/2013/07/15/-

The event titles are truncated

zaterdag 20 juli 13

Page 59: Building and Sustaining an Online Presence

EVENT CALENDAR WITH ALL UPCOMING ACTIVITIES!WWW.CAPITALHUMANESOCIETY.ORG/EVENTS/

Titles give the details after clicking

zaterdag 20 juli 13

Page 60: Building and Sustaining an Online Presence

INFO ON MEMBERSHIP & RENEWAL?WWW.GHAXAQFCYN.COM/#!JOINUS/CBKY

zaterdag 20 juli 13

Page 61: Building and Sustaining an Online Presence

MORE INFO ON MEMBERSHIP?MEDIA.WIX.COM/UGD//3092D3_31E7E24F306FA0B74BCBA5CD4DFCBF82.PDF

zaterdag 20 juli 13

Page 62: Building and Sustaining an Online Presence

MORE INFO ON MEMBERSHIP?MEDIA.WIX.COM/UGD//3092D3_31E7E24F306FA0B74BCBA5CD4DFCBF82.PDF

This is a training schedule. What about the price &

conditions for becoming a member? ✖

zaterdag 20 juli 13

Page 63: Building and Sustaining an Online Presence

ONLINE MEMBERSHIP APPLICATION FORM?MEDIA.WIX.COM/UGD//3092D3_69FA03B51F183FE9C505AC2BA9847961.PDF

zaterdag 20 juli 13

Page 64: Building and Sustaining an Online Presence

ONLINE MEMBERSHIP APPLICATION FORM?MEDIA.WIX.COM/UGD//3092D3_69FA03B51F183FE9C505AC2BA9847961.PDF

A .pdf file that has to be printed, filled out by hand and sent by post or handed over is

NOT an online registration form! ✖

zaterdag 20 juli 13

Page 65: Building and Sustaining an Online Presence

INFO ON MEMBERSHIP & RENEWAL?WWW.NATURE.ORG

zaterdag 20 juli 13

Page 66: Building and Sustaining an Online Presence

INFO ON MEMBERSHIP & RENEWAL!MY.NATURE.ORG/MEMBERSHIP/BECOME-MEMBER.HTML

zaterdag 20 juli 13

Page 67: Building and Sustaining an Online Presence

INFO ON MEMBERSHIP & RENEWAL!MY.NATURE.ORG/MEMBERSHIP/BECOME-MEMBER.HTML

The benefits of becoming a member are clearly listed

zaterdag 20 juli 13

Page 68: Building and Sustaining an Online Presence

ONLINE MEMBERSHIP SUBSCRIPTION FORM!SUPPORT.NATURE.ORG/SITE/DONATION2?DF_ID=7501&7501.DONATION=FORM1

zaterdag 20 juli 13

Page 69: Building and Sustaining an Online Presence

ONLINE MEMBERSHIP SUBSCRIPTION FORM!SUPPORT.NATURE.ORG/SITE/DONATION2?DF_ID=7501&7501.DONATION=FORM1

A true online subscription form allows online payment!

zaterdag 20 juli 13

Page 70: Building and Sustaining an Online Presence

Volunteers:

what’s in it for them?

available opportunities

conditions for volunteering

how to apply

WHATdoes your audience need

from your website?

zaterdag 20 juli 13

Page 71: Building and Sustaining an Online Presence

WHAT’S IN IT FOR THE VOLUNTEERS?WWW.FSEGOZO.ORG

zaterdag 20 juli 13

Page 72: Building and Sustaining an Online Presence

WHAT’S IN IT FOR THE VOLUNTEERS?WWW.FSEGOZO.ORG

You should give more details about

what the task consists of & what the

requirements are.

zaterdag 20 juli 13

Page 73: Building and Sustaining an Online Presence

VOLUNTEERING? WHAT’S IN IT FOR ME? WWW.CAPITALHUMANESOCIETY.ORG/PROGRAMS/INDEX.HTML

zaterdag 20 juli 13

Page 74: Building and Sustaining an Online Presence

VOLUNTEERING? WHAT’S IN IT FOR ME? WWW.CAPITALHUMANESOCIETY.ORG/PROGRAMS/INDEX.HTML

and the benefits for the volunteers!

The benefits for your organization...

Specific task and asked requirements

zaterdag 20 juli 13

Page 75: Building and Sustaining an Online Presence

VOLUNTEERING? WHAT AM I SUPPOSED TO DO? WWW.KOPIN.ORG/OPPORTUNITIES/VOLUNTEERING/TABID/2023/LANGUAGE/EN-US/DEFAULT.ASPX

zaterdag 20 juli 13

Page 76: Building and Sustaining an Online Presence

VOLUNTEERING? WHAT AM I SUPPOSED TO DO? WWW.KOPIN.ORG/OPPORTUNITIES/VOLUNTEERING/TABID/2023/LANGUAGE/EN-US/DEFAULT.ASPX

Listing of specific volunteer tasks, but what does each task precisely

entail?✖

zaterdag 20 juli 13

Page 77: Building and Sustaining an Online Presence

VOLUNTEERING? WHAT AM I SUPPOSED TO DO? MANNAFOODBANK.ORG/VOLUNTEER-OPPORTUNITIES/

zaterdag 20 juli 13

Page 78: Building and Sustaining an Online Presence

VOLUNTEERING? WHAT AM I SUPPOSED TO DO? MANNAFOODBANK.ORG/VOLUNTEER-OPPORTUNITIES/

Concrete description of volunteer

tasks, including asked requirements & commitment.✔

zaterdag 20 juli 13

Page 79: Building and Sustaining an Online Presence

Donors, Funders, Contributors:

trust worthiness

impact of the programs

types of donation available

how to donate

WHATdoes your audience need

from your website?

zaterdag 20 juli 13

Page 80: Building and Sustaining an Online Presence

HOW CAN I DONATE?WWW.FSEGOZO.ORG/FUNDRAISING.HTML

zaterdag 20 juli 13

Page 81: Building and Sustaining an Online Presence

HOW CAN I DONATE?WWW.FSEGOZO.ORG/FUNDRAISING.HTML

No form to donate online

zaterdag 20 juli 13

Page 82: Building and Sustaining an Online Presence

HOW CAN I DONATE?WWW.NOKIDHUNGRY.ORG/

Online donation form

zaterdag 20 juli 13

Page 83: Building and Sustaining an Online Presence

WHAT TYPES OF DONATIONS ARE AVAILABLE?WWW.EQUALPARTNERS.ORG.MT/FUNDRAISING-PLEASE-GIVE

zaterdag 20 juli 13

Page 84: Building and Sustaining an Online Presence

WHAT TYPES OF DONATIONS ARE AVAILABLE?WWW.EQUALPARTNERS.ORG.MT/FUNDRAISING-PLEASE-GIVE

Rather confusing: “fundraising”, “Donate”, “Sponsor”, “Volunteer”

zaterdag 20 juli 13

Page 85: Building and Sustaining an Online Presence

WHAT TYPES OF DONATIONS ARE AVAILABLE?MY.NATURE.ORG/DONATE

zaterdag 20 juli 13

Page 86: Building and Sustaining an Online Presence

WHAT TYPES OF DONATIONS ARE AVAILABLE?MY.NATURE.ORG/DONATE

A complete list of all the different ways to donate

zaterdag 20 juli 13

Page 88: Building and Sustaining an Online Presence

WHAT’S THE IMPACT OF MY DONATION?IMPACT.NOKIDHUNGRY.ORG

zaterdag 20 juli 13

Page 89: Building and Sustaining an Online Presence

Other stakeholders: partners, other nonprofits, government, press,... :

display partnerships

impact of the programs

press corner

WHATdoes your audience need

from your website?

zaterdag 20 juli 13

Page 90: Building and Sustaining an Online Presence

Developing a sustainable website

zaterdag 20 juli 13

Page 91: Building and Sustaining an Online Presence

Custom Made ‘static’ website versus Content Management system (CMS)

Outsourced hostingversus Contracted hosting

A closer look at “easy website builders”

WHICH technology to choose?

zaterdag 20 juli 13

Page 92: Building and Sustaining an Online Presence

Programmed from ‘scratch’ using web programming languages php, mySQL, javascript, html, css, flash etc.

Impossible or very difficult to upload content or make changes without the developer

Expensive

WHATis a custom-made

‘static’ website?

✖zaterdag 20 juli 13

Page 93: Building and Sustaining an Online Presence

An easy to use interface that permits you to modify the content yourselves

Widely used CMS systems are Wordpress, Joomla and Drupal (all for free)

Easy website builders are Wix, Weebly & SquareSpace:http://www.websitesmadesimple.org/wix-vs-weebly-vs-squarespace/

WHAT is a ‘Content Management

System’ (CMS)?

✔zaterdag 20 juli 13

Page 94: Building and Sustaining an Online Presence

Websites CREATED & HOSTED on wordpress.com, blogspot.com, wix.com & weebly.com WITHOUT a dedicated domain name (totally free)

Websites CREATED & HOSTED on wordpress.com, blogspot.com or wix.com but WITH a dedicated domain name (not completely free)

WHATdoes it mean to

‘outsource’ the hosting of your website?

zaterdag 20 juli 13

Page 95: Building and Sustaining an Online Presence

Websites created in Wordpress, Joomla, Drupal but hosted on the server of a (local) providere.g. www.webware.com.mt

The domain name can be contracted by the same or a different provider

WHATdoes ‘contracted

hosting’ mean?

zaterdag 20 juli 13

Page 96: Building and Sustaining an Online Presence

Using Social Media effectively

zaterdag 20 juli 13

Page 97: Building and Sustaining an Online Presence

To DIALOGUE with your beneficiaries, end users, members, volunteers, donors, stakeholders

To PROMOTE your activities, events, website content

To ENHANCE your online reputation & professional image

WHY to use social media?

zaterdag 20 juli 13

Page 98: Building and Sustaining an Online Presence

Go where your beneficiaries, end users, members, volunteers are

Only open a channel if you have the resources to maintain it - it’s better to perform well on just one channel than to do bad on different ones or on all of them...

WHICH social media channel to

choose?

zaterdag 20 juli 13

Page 99: Building and Sustaining an Online Presence

FACEBOOK:practical tips

Facebook company page versus personal profile

Use a compelling cover photo that explains the story of your organization

Use good resolution pictures

Resize the pictures to make them fit

Always add a personal introduction note for any photo, link, video you post

Wipe out the URL when you post a link

zaterdag 20 juli 13

Page 100: Building and Sustaining an Online Presence

FRIENDING OR LIKING?WWW.FACEBOOK.COM/KOPIN.MALTA

Use a Facebook company page and not

a personal profile!

zaterdag 20 juli 13

Page 102: Building and Sustaining an Online Presence

WOULD YOU ‘LIKE’ THESE PAGES?

WWW.FACEBOOK.COM/ADITUS.ACCESSINGRIGHTS

WWW.FACEBOOK.COM/PAGES/INSTITUTE-OF-LEGAL-STUDIES-MALTA/346534018706846

WWW.FACEBOOK.COM/EQUAL.PARTNERS.FOUNDATION

WWW.FACEBOOK.COM/SALESIANBRIGADE

Not immediately clear what this

organization is about

Use a cover photo that explains your

organization’s story!

Stress? Facebook is a party!

What about the more informal part of

this organization?

zaterdag 20 juli 13

Page 104: Building and Sustaining an Online Presence

WOULD YOU ‘LIKE’ THESE PAGES?

WWW.FACEBOOK.COM/COUPLECARDS

WWW.FACEBOOK.COM/PAGES/BELAND-BAND-CLUB/50529968494

WWW.FACEBOOK.COM/PAGES/AMPUTEES4AMPUTEES-

WWW.FACEBOOK.COM/PAGES/DAISY-DIABETES-

Take care with the only 20% text rule!

Nice to see the faces of those

behind the organisation!

It’s fun to be part of this band! (I ‘Like’ it!)

✖✔

✔✔

Better use a photo with

people

zaterdag 20 juli 13

Page 105: Building and Sustaining an Online Presence

PHOTO SIZES

WWW.FACEBOOK.COM/SALESIANBRIGADE

WWW.FACEBOOK.COM/PAGES/AMPUTEES4AMPUTEES-

WWW.FACEBOOK.COM/PAGES/DAISY-DIABETES-

For a good resolution use 851px by 315px

Make it fit at 180px by 180px

✖If the pic doesn’t fit in

a “rectangular” wall picture of 404px by 404px, “highlight”

the picture to show it vertically at

843px by 403px

zaterdag 20 juli 13

Page 106: Building and Sustaining an Online Presence

WHAT is‘EdgeRank’?

Facebook does not show all stories to your newsfeed, but uses an algorithm called “EdgeRank”. It filters out the posted stories based on:

Affinity

Weight

Time decay (Recency)

zaterdag 20 juli 13

Page 107: Building and Sustaining an Online Presence

WHAT is People Talking About

This (PTAT)?

PTAT measures the engagement of fans with your page during the past 7 days

page likes

‘stories’ from your posts (likes, comments, shares)

posts by others on your page

mentions & photo tags

zaterdag 20 juli 13

Page 108: Building and Sustaining an Online Presence

HOW to increase your fanbase?

Improve your status updates:

Share content that is truly helpful, fun, genuinely interesting

Use photos & videos, less text and less links

Don’t just talk about yourself

Network. Use your personal avatar to write messages and present the page to the people that might be interested.

Move around. Comment with your page avatar on other people’s status updates.

Increase your PTAT

(Buy a Facebook ad)zaterdag 20 juli 13

Page 109: Building and Sustaining an Online Presence

HOW to increase your PTAT?

Create a dedicated ‘business’ personal profile & use it to interact with your fans as a person:

Send a welcome message to the people that Like your page

Send them a friend request

Further interact with them through personal messages

Include a ‘Call to action’ such as “Click ‘Like’ if you agree”

Give your most active fans a ‘shout out’

Follow your fans and like, share & comment back on their profile or the pages they administer

zaterdag 20 juli 13

Page 110: Building and Sustaining an Online Presence

PINTEREST:why is it so interesting for

nonprofits

On Pinterest, people symbolize their ASPIRATIONS:not “who we are” but “who we want to be” - It’s a natural place to share passion, to show what moves us

Pinterest is a natural place for STORY-TELLING

Pinterest is more TRANSACTIONAL, so it’s a good place for nonprofits to create an online fundraising catalogue

The majority of people on Pinterest are WOMEN, and women care more charity

zaterdag 20 juli 13

Page 111: Building and Sustaining an Online Presence

NONPROFIT STORY-TELLING ON PINTERESTPINTEREST.COM/ECLECTICLINES/NONPROFITS-CAMPAIGNS/

zaterdag 20 juli 13