Facebook For Non-Profits

BOULDER COUNTY NONPROFIT SOCIAL MEDIA USER GROUP

January, 19th, 2012

Brandon Whalen: Twitter: @BrandonSings Email: [email protected]

4

About Room 214 Room 214 is a social media and word of mouth marketing agency with a proven track record of helping successful organizations leverage social networking and forward-thinking Internet strategies to economically grow visibility, customer interaction, brand awareness and revenues.

• Award Winning Agency • AMA Seminar Instructors

• Proprietary Technology • SEW Social Media Columnists

• WOMMA Counsel Members

Awards: AMA Peak Award, BMA Silver Award, PRSA Gold, and SAMMY Finalist

CO-FOUNDER: James Clark, Public Relations CO-FOUNDER: Jason Cormier, Web Development

ROOM214.COM ¦ 303.444.9214 ¦ @ROOM_214 ¦ FACEBOOK.COM/ROOM214

5

CAPABILITIES Business Intelligence • Brand research

• Consumer insights

• Competitive analysis

• Quarterly reporting

• Social listening

• Brand strategy

• Integrated digital marketing strategy

Program Management • Planning and strategy

• Content management

• Community and platform execution

• Email

• SEO and SEM

• Innovation

• Measurement and reporting

ROOM214.COM ¦ 303.444.9214 ¦ @ ROOM_214 ¦

Design and Content • Platform design

• User experience

• 214 Productions - video scribes - infographics - brand essence videos

• Blog and website content

Web and App Development • Blog design and install

• Custom Facebook applications

• Mobile websites

• Campaign microsites

• API integration

• Web consulting and maintenance

FACEBOOK.COM/ROOM214

6

SAMPLE OF CURRENT CLIENTS


Anatomy of a FB Page

| Facebook

FACEBOOK LANDING PAGES

Facebook Tabs Facebook custom tabs are a great way to tell the story behind your organization, add functionality to your page, and an opportunity to encourage new visitors to become fans.

| Facebook Landing Pages

Best Practices •  Provide a strong incentive to like

your page (free downloads, exclusive content)

•  Like-Gating: A practice of restricting access to content and other page functions if a visitor is not a fan of the page


Things to Remember Remember to change the back end settings of your Facebook page to drive non-fans to your landing page.

Note: You can only set a Facebook tab as a landing page for non-fans.

Drive traffic to your current tabs: Link back to your tab within Facebook status updates. This is the best way to get current fans to visit one of your tabs.


1.

2.

3.

Landing Page Tools There are several free and affordable tools which will help you build a simple custom Facebook landing pages.

Drag and Drop Builders: Lujure Customizer

Pre-Built Tabs: Involver Wildfire


iEmpathize Room 214 created a custom Facebook tab for local nonprofit, iEmpathize.

Key Elements: •  Non-fan like banner •  Ways to share with friends •  Video and interactive sections


27

iEMPATHIZE Offline/Online Integration iEmpathize wanted to bridge traditional media with an integrated social approach. Room 214 decided to take a difficult subject matter (child sex slavery) and tell the story through video, which then became a TV commercial and concluded on Facebook.

• TV commercials drove to web campaign

• 30 second commercials on Altitude Network

• Ended with a callout to finish the story on the iEmpathize Facebook page

• iEmpathize Facebook features a custom app to showcase extended content and engagement tools

• Fans can take direct action from Facebook by donating


ENGAGE YOUR FANS

Life of a Status Update Facebook’s edge rank algorithm determines which fans and non-fans see stories from your page.

What does it mean? You need engagement! The more comments, likes, and posts from your fans, the more people will see your updates.

| Engage Your Fans

Status Update Stats   Posts 80 characters or less in length have

27% higher engagement rates.

  Posts which end with a simple question receive 15% higher engagement.

  Pages that post outside of business hours have 20% higher engagement.

  “Soft sell” words are more effective than hard sell words (ex. “win” vs. “promotion”)..

Status updates and page posts are the number one way people interact with brands and organizations on Facebook.

| Engage Your Fans | Source: BuddyMedia.com

Status Update Tips   Post Often: Pages that post 2-3 times daily have more fans and interactions than pages who post only a few times weekly.

  Don’t Over-Post: Time your updates to be at least 3-4 hours apart so as not to overwhelm your fans.

  Be Timely: Updates that refer to holidays and current events are more likely to gain interactions.

  Ask Questions: Ask your fans questions to get them talking.

  Give Fans a Call to Action: Give your fans specific directions on how to respond to your post (example: “Do you enjoy cake? If yes, click like!”).

  Go Beyond Text: There are several of ways to enagage your fans. Post photos, albums, links, videos and event invites.

There are a few general guidelines you can follow as you write your page updates, which can help you keep your fans engaged.

| Engage Your Fans

Respond to Everything When someone posts on your page, they want to know there is a human on the other end of the conversation. Respond to every comment and question and your fans will be more likely to enagage.

Comment Tagging: •  Within a comment stream, type

“@” and a commenter’s name. It will allow you to tag specific fans in your response. It also notifies the commenter that you have tagged them in a comment

| Engage Your Fans

Contests Run a simple trivia or photo contest to get your fans excited about your page.

Beware: Facebook doesn’t like to see pages giving away prizes in order to have people click like, or comment.

| Engage Your Fans

Management Tools Community management tools can make the life of a community manager much easier. You can schedule posts for times when you are out of the office, manage multiple accounts from the same interface, and set up monitoring searches.

These are our favorites: •  Hootsuite •  Tweetdeck

| Engage Your Fans

GROW YOUR COMMUNITY

Offline If you are ready to dive in with social media, you should be ready to integrate it into all of your efforts.

Promote Everywhere: •  On-location promotions (show us

your like receive a free gift) •  Signage at events and locations •  Social links on business cards -  Use Facebook places and events

checkins

| Grow Your Community

Online If you are ready to dive in with social media, you should be ready to integrate it into all of your efforts.

Every Brand Touchpoint: •  Website Home Page •  Contact Forms •  Thank You Pages •  Blog •  Other social pages •  Newsletters •  Email signatures •  Event Invitations


Within Facebook Facebook allows you to login as your page, and interact with other popular Facebook pages.

Be active: •  Tag other pages in status updates •  Like similar pages •  Comment on other pages


Paid Facebook advertising can be an affordable and easy way to grow your page. You can target a specific audience who is local, and interested in your organization.

Interested in Facebook ads? Check out this best practices guide.


ANALYSIS & MEASUREMENT

Step 1: Goals When it comes to measuring social media efforts, always start with your overall goal.

Sample Goals: •  Increase awareness •  Increase donations •  Grow email subscribers

| Analysis & Measurement

Step 2: Benchmarks Sample Measurement System:

1.  My goal is to increase awareness of my organization.

2.  Within a set of 10 competitive Facebook pages, I have a 17% share of voice.

3.  Facebook share of voice will be my KPI, measured in page likes.

4.  I will track & report on my Facebook share of voice monthly.

Numbers and charts are useless without some sort of measuring stick. Define a system that works for you.


Step 3: Define Metrics   Goal: Increase sales   Benchmark: 20 online sales per month   Metric: Clicks to site from social media,

visits to sales form from social media

Once you know your overall goal, and you have an acceptable benchmark for measuring your progress, it’s time to find the metrics that will define your success.


Step 4: Strategize! Now that you know your top performance indicating metrics, plan and strategize some social media tactics which will help improve your KPIs.


Measurement Tools   Facebook Insights: Track page enagagement, fan growth, and people talking about your page

  Google Analytics: Amazing set of free web analytics tools which will track reffering sites like Facebook and Twitter.

  Bit.ly: Shortens your URLs and tracks clicks on links posted to your social communities

  Radian 6: Measures online mentions, identifies influencers, pos/neg sentiement, and much more.

  Crimson Hexagon: Define specific types of online conversation and track changes over time.

There are a plethora of tools which can help you track your social media progress.

There is an amazing WIKI page of measurement tools here.


QUESTIONS?

Facebook For Non-Profits

Business

Transcript of Facebook For Non-Profits