the all about facebook workshop - 2016 presented by leigh jewiss (rda illawarra)
TRANSCRIPT
The All About Facebook
Workshop
Leigh Jewiss
Today we are going to learn… Why is Facebook Important for your NFP?
Understanding the Facebook Formula
Learn about the Tools of Facebook
How to create the perfect post
Creating visual content
Introduction to Facebook Advertising
Why is Facebook Important For Your
Not For Profit?
Let’s start with the ‘WHY Go Online’
Source: https://think.storage.googleapis.com/docs/consumer-barometer-insights-from-australia.pdf
Going We Are Mobile!
% Australia Population Accessing the Internet
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Sensis Social Media Report 2015
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Square Eyes
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Location, Location,
Location
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Why Facebook?
Understanding the Facebook Formula
The Decline in Reach
Source: http://fd842fe78bbffbb85cab-70874e0f3da6c64a981fba9d7d1347cc.r64.cf1.rackcdn.com/Heyo_Facebook%20Reach%20Survival%20Guide.pdf
The Facebook Formula
Source: embededsocial.com
Adding some love Posts with lots of comments
Posts with lots of likes
Post types that users seem to prefer more than others (e.g., photo, video, or status update)
Posts that reference a trending topic
Posts that receive a high volume of likes, comments, or shares in a short time
Link posts
Videos uploaded to Facebook that receive a large number of views or extended viewing duration
Posts that tag other pages within the text
Source: https://blog.bufferapp.com/facebook-news-feed-algorithm
Posts that are liked or commented on by one’s friends
Posts from pages that one interacts with often
Post types that one interacts with often
Posts from pages with complete profile information
Posts from pages where the fan base overlaps with the fan base of other known high-quality pages
Images and videos that have not previously appeared in the Open Graph
Links that have not been posted before
But avoid… Clickbait
Frequently circulated content and repeated posts
Like-baiting
Posts that include spammy links
Text-only status updates from pages
Posts that are frequently hidden or reported (a sign of low quality)
Posts that contain the words “like, comment, or share”
Posts with unusual engagement patterns (a like-baiting signal)
Source: https://blog.bufferapp.com/facebook-news-feed-algorithm
Posts that receive negative feedback categorizes as “meme content”
Posts that are classified as memes by Facebook’s visual analysis of overlayed text on image
Passive fans of a particular Facebook page may see that page’s posts bundled together in the News Feed, such that the user would need to click a link to see more from the page.
Overly promotional content from pages—pushing people to buy an app or service, pushing people to enter a contest or sweepstakes, posts that reuse the same text from ads
The Tools of Facebook
Know Your Audience
Know Your Audience
Who Is Your Target?Introducing the Customer Persona
Source: https://blog.kissmetrics.com/minds-of-saas-customers/
Oh No! Were Using the Back Up Slide
Creating the ‘Perfect’ Post
What Makes Great Content
A recent study by researchers at Cornell university has found that people share a content when it adds information and it agrees with the community’s ways of expression.
Three elements:
value,
relevance,
consistency
makes content irresistible and impossible to ignore.
Source: twittercounter.com
What Makes Great Content - Value
The greater your value proposition the more likely your content is to get shared. Valuable content is content that is useful, informational, educational and of course entertaining.
Creating value for your audience requires knowing who your audience is, what do they like and what they would find useful.
Source: twittercounter.com
What Makes Great Content - Relevance
Understand the basic characteristics of your audience and who they are – then figure out what type of content would be relevant to them.
Value and relevance will start attracting quality audience that will help your business grow to the right direction.
Source: twittercounter.com
What Makes Great Content - Consistency
Content consistency means staying true to what you and your brand stands for.
Consistency is about how your content is presented, maintaining your tone and voice and posting your content on a frequent basis.
Being consistent will help you build your brand’s credibility and develop trust with your audience.
You will meet expectations with people understanding what your content is about and will keep coming back for more.
Source: twittercounter.com
The NEW Tactics – bases on 500m Facebook posts
Source: https://blog.bufferapp.com/facebook-data-study-insights
The NEW Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights
The NEW Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights
The NEW Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights
The NEW Tactics
Creating Visual Content
Why Visual Content?? Visual content is more than 40X more likely to get shared on social media than other types of content.
Researchers found that colored visuals increase people's willingness to read a piece of content by 80%
When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
Content with relevant images gets 94% more views than content without relevant images
Source: http://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.01nog5al1e13ef5100n1zh331h0dx
The Marketing Strategy Equation
+ =
Example – Written
On any given night in Australia 1 in 200 people are homeless
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Example – Visual Content 1
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Example – Visual Content 2
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.humanrights.gov.au
Example – Visual Content 3
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.homelessfriend.org
Example – Visual Content Analysis
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.homelessfriend.org
Strong Emotive Image Easy To Read Static Highlight Text
Company Logo
Missing: Call To Action (CTA)
Who Does Content Well?
Source:http://prwarrior.typepad.com/
How To Create Visual Content(Bonus - they’re mostly FREE)
ToolsCanva – online visual creation tools
PicMonkey – images editing tool
Infogr.am – infographic design software
Piktochart - infographic design software
ImagesDeath To The Stock Photo – stock photos
Unsplash – stock photo
Creating the Perfect Facebook Post
A perfect Facebook post:
1. is a link
2. is brief—40 characters or fewer, if you can
3. gets published at non-peak times
4. follows other posts on a regular schedule
5. timely and newsworthy
Source: https://blog.bufferapp.com/anatomy-of-a-perfect-facebook-post
Let’s Build One
Scheduling the When
Be Aware of the WHEN
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001876http://article.wn.com/view/2014/04/23/Aurora_theater_victims_decry_use_of_image_in_AFP_ad_against_/
…& think about how it could go wrong..
Source: http://mashable.com/2015/02/16/1-800-flowers-valentines-day/?utm_cid=mash-com-fb-main-link
1-800-Flowers is doing major damage control after a Valentine's Day fail
really think about how it could go wrong
Source: http://www.news.com.au/lifestyle/food/kkk-wednesday-promotion-backfires-for-krispy-kreme/story-fneuz8zj-1227223812426
Be Aware of the message…..
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e9519840661100187d
http://greenpeaceblogs.org/wp-content/uploads/2012/11/Hurricane-Sandy-aftermath.jpg
• At least 53 people died in New York as a
result of the storm.
• Thousands of homes and an estimated
250,000 vehicles were destroyed during the
storm.
• Economic losses across New York were
estimated to be at least $18 billion
http://en.wikipedia.org/wiki/Effects_of_Hurricane_Sandy_in_New_York
Facebook in the Workplace
Who has access to your Social Media?
British entertainment retailer HMV
lost complete control of its social
media team, when rogue members
used the account to childishly live-
tweet a massive firing at the
company.
http://www.businessinsider.com.au/10-worst-social-media-marketing-fails-of-2013-2013-11?op=1#6-british-entertainment-retailer-hmv-lost-complete-control-of-its-social-media-team-when-rogue-members-used-the-account-to-childishly-live-tweet-a-massive-firing-at-the-company-5
What happens when things go wrong?
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e9519840661100187b
Because it might (& probably will)
https://econsultancy.com/blog/63901-the-top-16-social-media-fails-of-2013#i.j1w0kk12e9e5ot
Consider these:Social Media Policy/Playbook
◦ Understand the different Facebook roles
(Admin, Editor, Moderator)
◦ Employee Access
◦ Account Management
◦ Acceptable Use
◦ Conduct
◦ Content
◦ Security
◦ Legal Issues
CHECK OUT: http://www.marketo.com/trust/social-media-policy.php
Introduction to Facebook Advertising
Understanding Your Advertising Purpose
How much are you willing to pay for advertising◦ Understand conversation rate
Review your advertising◦ Test, measure, review
Why are you advertising online◦ Are you going to be like McDonald’s? (long term)
◦ Campaign driven (short term)
Know your advertising BUDGET!
Know your advertising PURPOSE!
Facebook Post Boost
Facebook AdsWhat makes a good Facebook Ad?◦ Relevant to your target audience
◦ Visual
◦ Provides value
◦ Clear & compelling Call To Action
Understanding the reason for Facebook Ads
◦ What are you trying to say?
◦ What are you hoping to achieve from your ad?
Source: http://blog.hubspot.com/blog/tabid/6307/bid/33319/10-Examples-of-Facebook-Ads-That-Actually-Work-And-Why.aspx
Facebook Ads - Examples
Facebook Ad Manager
Facebook Ads – Let’s create one
Advanced Tools◦ Facebook Apps – Quizzes, Polls, Photo Competions
◦ WooBox
◦ Heyo
◦ EBook Recreation◦ SimpleBooklet
◦ Custom Audience Ads◦ Facebook Pixel
◦ List◦ Social Media Today’s Brilliant List
◦ Boostlikes
Digital Strategy
What do you want to achieve?
If you don’t know what you want, you can’t decide what you need to do, and you won’t know if you’ve been successful after you’ve done it.
What is your purpose?
Engage – Target Markets
ClientsCommunityStakeholders
Stakeholders
STAKEHOLDER ENGAGEMENT
Partners• Recognition• Seeking Support
Government• Local, State, Federal
Media
Influencers• Promotion• Education
engage
Community
COMMUNITY ENGAGEMENT
Community• Recognition• Seeking Support• Service Promotion• Service Outcomes• Dedicated Call To Actions
engage
Clients
CLIENT ENGAGEMENT
Client• Communication• Conversation
Associated Clients• Communication • Conversation• Support• Information
engage
Engagement Model -Outcomes
Clients Community Stakeholders
• Facebook Group• Communication
• Public Page• Donation
Advertising• Awareness
• Recognition• Lobby Campaign
Digital Strategy Weekly ThemeMonday
•Behind the Scenes
•About Your NFP
•Inspiration
•Project
Tuesday
•Product/Services
•Description
•Uses
•Infomercial
Wednesday
•How to Use
•Tutorial
•Best Uses
•Tips and Tricks
Thursday
•Knowledge/Experience
•Related use
•Common issues
Friday
•Industry
•News
•Updates
•Interesting
Purpose
•Create a better connection and relationship with the customer
Purpose
•Product/Service Awareness
Purpose
•Better customer experience
•Useable content
Purpose
•Awareness
•Exposure
Purpose
•Create content for customers to return
•Exposure
Outcome
•Increase customer loyalty
•Awareness
Outcome
•Request for service
•Sign-up
•Traffic Driver
Outcome
•Reduce product return
•Reduce time allocated for customer support
Outcome
•Awareness to individual
•Awareness to sponsor
Outcome
•Fresh content supports SEO
•Awareness of industry
•Gratitude
30 Day ChallengeMonday Tuesday Wednesday Thursday Friday Saturday Sunday
Take a picture of your organisation
Interview a client/volunteer
Share Content Share some inspiration
Share an event
Ask a question Post a special Share an image Promote your community
Post a Friday Fun One
Promote your other social media channels
Interview a sponsor
Detail of your program
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
10 Tips for Understanding Social Media1. It takes time and patience to build a Social Media audience – it
does not happen overnight
2. Social Media is not free – it takes time and effort
3. Understand different channels have different audiences
4. Use social media for social proofing
5. Numbers don’t matter – content is king!
Tips for Understanding Social Media6. Update regularly, give me a reason to visit/follow you
7. Decide how public or private you want to be
8. A picture says a thousand words – be visual
9. Understand that Social Media is a channel for conversation – if you wouldn’t say it/do it in real life, don’t do it on Social Media
10. There is no such thing as temporary on Social MediaInspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html
Things to do next……
Goal Setting
Name the top five goals you want to achieve through using social media.
Break down each goal and how you are going to achieve them.
What tools and platform/s do you think are the most suitable to achieve your goals?
What training is needed?
How are you going to measure the success of your social media presences?
For the latest updates on workshops and information, follow us on social media
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Would Love To Hear From You: Leigh Jewiss – RDA Illawarra
Ph: 4227 4500
[email protected]@leighjewiss @rdaillawarraau.linkedin.com/in/leighjewiss/