Facebook101 for Non Profits
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Transcript of Facebook101 for Non Profits
FACEBOOK 101
Michelle Tresemer @tresemergroupHeidi Miller @heidimiller
Lisa Mikesell @WA_Toxics
Tuesday, July 26, 2011
[download and run PollAnywhere Presenter for Mac]
WHAT IS YOUR LEVEL OF FACEBOOK EXPERIENCE?
Tuesday, July 26, 2011
Definitions
Value
Marketing
Positioning Statement
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
What Facebook is
One of the tools in your marketing toolbox
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
One of the tools in your marketing toolbox
An extension of your brand
What Facebook is
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
One of the tools in your marketing toolbox
An extension of your brand
Digital word of mouth
What Facebook is
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
One of the tools in your marketing toolbox
An extension of your brand
Digital word of mouth
Powerful
What Facebook is
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Silver Bullet
What Facebook isn’t
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Free
Brand strategy
Strategized presence
Regular engagement
Measurment and analysis
What Facebook isn’t
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Why Facebook?700 billion
50%
30+ billion
130
750 million
90 pieces
active users
active users that log on in any given day
average number of friends
minutes per month
pieces of content an average user creates each month
pieces of content shared each month
http://www.facebook.com/press/info.php?statistics
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Why Facebook?700 billion
50%
30+ billion
130
750 million
90 pieces
active users
active users that log on in any given day
average number of friends
minutes per month
pieces of content an average user creates each month
pieces of content shared each month
http://www.facebook.com/press/info.php?statistics
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Why Facebook?700 billion
50%
30+ billion
130
750 million
90 pieces
active users
active users that log on in any given day
average number of friends
minutes per month
pieces of content an average user creates each month
pieces of content shared each month
http://www.facebook.com/press/info.php?statistics
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Why Facebook?700 billion
50%
30+ billion
130
750 million
90 pieces
active users
active users that log on in any given day
average number of friends
minutes per month
pieces of content an average user creates each month
pieces of content shared each month
http://www.facebook.com/press/info.php?statistics
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Why Facebook?700 billion
50%
30+ billion
130
750 million
90 pieces
active users
active users that log on in any given day
average number of friends
minutes per month
pieces of content an average user creates each month
pieces of content shared each month
http://www.facebook.com/press/info.php?statistics
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Why Facebook?700 billion
50%
30+ billion
130
750 million
90 pieces
active users
active users that log on in any given day
average number of friends
minutes per month
pieces of content an average user creates each month
pieces of content shared each month
http://www.facebook.com/press/info.php?statistics
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Why Facebook?700 billion
50%
30+ billion
130
750 million
90 pieces
active users
active users that log on in any given day
average number of friends
minutes per month
pieces of content an average user creates each month
pieces of content shared each month
http://www.facebook.com/press/info.php?statistics
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Why Facebook?
http://blog.kissmetrics.com/social-media-by-demographic/?wide=1
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
0% 10% 20% 30% 40%
12%
34%
32%
12%
7%
4%
$0-25k
$25-50k
$50-75
$75-100k
$100-150k
$150k+
Why Facebook?
http://blog.kissmetrics.com/social-media-by-demographic/?wide=1
Income
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Age35-4422%
45-5426%
55-649%
0-187%
18-2411%
25-4424%
65+2%
Why Facebook?
http://blog.kissmetrics.com/social-media-by-demographic/?wide=1
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
0% 15% 30% 45% 60%
10%
10%
55%
18%
8%
No HS Diploma
High School
Some College
Bachelors
Graduate
Why Facebook?
http://blog.kissmetrics.com/social-media-by-demographic/?wide=1
Education
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
2007 2008 2009
45% 48%
57%
10%14%
36%30% 31%
46%51%
57%61%
71%76% 77%
Millenials (14-26)
Gen X (27-43)Boomers (44-62)
Matures (63-75)
Total (14-75)
Why Facebook?
http://mashable.com/2010/01/28/baby-boomers-social-media/
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
0% 90%
61%
65%
76%
73%
90%
Gen Z
Gen Y
Gen X
Boomers
WWII Gen
Why Facebook?
http://mashable.com/2010/01/28/baby-boomers-social-media/
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Time costs money
Schedule your time and track your data@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Brand Personality
Or
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
SEO
Reinforce keywords and gain referrals and inlinks
Define and measure goals
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Sample Reporting
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
bearcreek.ccsct.comAbsolute Unique Visitors Apr 28, 2009 - Apr 28, 2011
Comparing to: Site
0
1,000
2,000
0
1,000
2,000
May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23
Visitors
100,606 Absolute Unique Visitors
Tuesday, April 28, 2009
Wednesday, April 29, 2009
Thursday, April 30, 2009
Friday, May 1, 2009
Saturday, May 2, 2009
Sunday, May 3, 2009
Monday, May 4, 2009
Tuesday, May 5, 2009
Wednesday, May 6, 2009
Thursday, May 7, 2009
Friday, May 8, 2009
Saturday, May 9, 2009
Sunday, May 10, 2009
Monday, May 11, 2009
Tuesday, May 12, 2009
Wednesday, May 13, 2009
Thursday, May 14, 2009
Friday, May 15, 2009
Saturday, May 16, 2009
Sunday, May 17, 2009
Monday, May 18, 2009
Tuesday, May 19, 2009
Wednesday, May 20, 2009
Thursday, May 21, 2009
Friday, May 22, 2009
Saturday, May 23, 2009
1 Google Analytics
Sample Reporting
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
bearcreek.ccsct.comAbsolute Unique Visitors Apr 28, 2009 - Apr 28, 2011
Comparing to: Site
0
1,000
2,000
0
1,000
2,000
May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23
Visitors
100,606 Absolute Unique Visitors
Tuesday, April 28, 2009
Wednesday, April 29, 2009
Thursday, April 30, 2009
Friday, May 1, 2009
Saturday, May 2, 2009
Sunday, May 3, 2009
Monday, May 4, 2009
Tuesday, May 5, 2009
Wednesday, May 6, 2009
Thursday, May 7, 2009
Friday, May 8, 2009
Saturday, May 9, 2009
Sunday, May 10, 2009
Monday, May 11, 2009
Tuesday, May 12, 2009
Wednesday, May 13, 2009
Thursday, May 14, 2009
Friday, May 15, 2009
Saturday, May 16, 2009
Sunday, May 17, 2009
Monday, May 18, 2009
Tuesday, May 19, 2009
Wednesday, May 20, 2009
Thursday, May 21, 2009
Friday, May 22, 2009
Saturday, May 23, 2009
1 Google Analytics
Sample Reporting
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
bearcreek.ccsct.comAbsolute Unique Visitors Apr 28, 2009 - Apr 28, 2011
Comparing to: Site
0
1,000
2,000
0
1,000
2,000
May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23
Visitors
100,606 Absolute Unique Visitors
Tuesday, April 28, 2009
Wednesday, April 29, 2009
Thursday, April 30, 2009
Friday, May 1, 2009
Saturday, May 2, 2009
Sunday, May 3, 2009
Monday, May 4, 2009
Tuesday, May 5, 2009
Wednesday, May 6, 2009
Thursday, May 7, 2009
Friday, May 8, 2009
Saturday, May 9, 2009
Sunday, May 10, 2009
Monday, May 11, 2009
Tuesday, May 12, 2009
Wednesday, May 13, 2009
Thursday, May 14, 2009
Friday, May 15, 2009
Saturday, May 16, 2009
Sunday, May 17, 2009
Monday, May 18, 2009
Tuesday, May 19, 2009
Wednesday, May 20, 2009
Thursday, May 21, 2009
Friday, May 22, 2009
Saturday, May 23, 2009
1 Google Analytics
+92.59%
Sample Reporting
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Sample Reporting
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
0
10000
20000
30000
40000
21,269
7,417
1,459
31,209
10,228
1,948Google Bing Yahoo
How did they get to the site?
Traffic Sources
Search Engines
Referring sites
+47%
+38%
+33%
Sample Reporting
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
How did they get to the site?
Traffic Sources
Search Engines
Referring sites
+234%
0
375
750
1125
1500
419523
1,401
887
Facebook PSR.com
+69%
Sample Reporting
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Mobile devices
Sample Reporting
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
0
1250
2500
3750
5000
2009-20102010-2011
iPhone40.25%
iPad33.69%
Android15.78%
iPod10.02% Other
0.26%
Mobile devices+285%
Sample Reporting
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
0
1250
2500
3750
5000
2009-20102010-2011
Apple83.96%
Other16.04%
Mobile devices+285%
Sample Reporting
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Because of this data...Limit the use of FlashUse YouTube instead of Finalsite’s media manager for embedding videoLaunched new mobile app
Mobile devices
Sample Reporting
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Facebook is digital word-of-mouth
Integration
@tresemergroup@heidimiller@WA_ToxicsWA_Toxics#NFPSM
Tuesday, July 26, 2011
Integration
@tresemergroup@heidimiller@WA_ToxicsWA_Toxics#NFPSM
Tuesday, July 26, 2011
Integration
@tresemergroup@heidimiller@WA_ToxicsWA_Toxics#NFPSM
Tuesday, July 26, 2011
Integration
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Integration
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Advertising
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
$0
$6
$12
$18
$24
$30
$22.93
$0.68Print Digital
Print Digital
Target: Distribution area, usually by zip code
Target: Employer, gender, age, city,
keywords, non-fans of Bear Creek FB page
Expensive Cost per click
Can test content
Advertising
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Advertising
Medium Impress. Cost CPM Run Time ClicksCost per
Click
Facebook 333,685 $60 $0.18 23 days 102 0.59
Redmond Reporter 25,015 $780 $31 1 day ? ?
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
How to run a
Facebook Event
Campaign
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
How to run a
Facebook Event
Campaign
• Know your fan base
• Know your event’s draw
• Create a timeline
• Topic and speaker
• Announce on LinkedIn, Facebook
• Create and share promo video
• Create and share Eventbrite
• Add to Plancast
• Post and share audio podcast with speaker
• Open tickets to Facebook fans first
• Open tickets to Twitter fans
• Live Stream event
• Post and share video, photos, blog posts@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Anatomy of a Facebook Page
Wall settings
Info information
Photos
Videos
Events
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Tuesday, July 26, 2011
Set brand + others as Wall default
Tuesday, July 26, 2011
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Always let others post to your Wall
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Wall settings
Info information
Photos
Videos
Events
Anatomy of a Facebook Page
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Say which humans are posting and
listening
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Say which humans are posting and
listening
Link back to site(s)Give mission
statementGive product info
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Page Notifications
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Access to Analytics
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Access to Analytics
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Access to Analytics
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
@heidimiller @tresemergroup @WA_Toxics
Resources
How-To Guides
Marketing Tool Kits
Dashboards and Data
Hubspot.com
Mashable.com
Dashboard/Data
Google Analytics
Tweetdeck
Hootsuite
Shoutlet...
Tuesday, July 26, 2011
Sample Set-up
HootSuite-$6 per month (2 team members)
SocialReport-$9 per month
Google Analytics-Free
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Beware of Jargon!
Identify relevant and compelling hooks for the audience, create content around the hooks and integrate it into their social repertoires
Build loyalty & increased engagement through ongoing conversation and brand experience
Expose new and relevant communities to the brand by providing assets to encourage brand evangelism
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Mistakes happen. How you handle them is key
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Use profiles to prevent posting mishaps
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
Credits
Conversation prism by Brian Solis and JESS3
Prius by flickr user Greekgeek
Ferrari by flickr user Bakar_88
@tresemergroup@heidimiller@WA_Toxics#NFPSM
Tuesday, July 26, 2011
EXTRA SLIDE just in caseWhy Facebook?
More than 750 million active users
50% of our active users log on in any given day
Average user has 130 friends
People spend over 700 billion minutes per month on Facebook
Average user creates 90 pieces of content each month
30 billion+ pieces of content (web links, news stories, etc.) shared each month
@tresemergroup@heidimiller@WA_toxics#NFPSM
Tuesday, July 26, 2011
FACEBOOK 101
Michelle Tresemer @tresemergroupHeidi Miller @heidimiller
Lisa Mikesell @WA_Toxics
Tuesday, July 26, 2011