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Nonprofit organizations are benefiting from the community-building and cultivation possibilities of having a presence on Facebook. This presentation offers some introductory lessons on setting-up your Facebook Page or Group as well as communication guidance for use.
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Nonprofit Facebook PrimerRichie Escovedo
People are interested in interacting with social network friends, not marketers...
...maybe
but consider this...
May/09 survey — 52% of social network users had become a fan or follower of a company or brand, while 46% had said something good about a brand or company on a social networking site — double the % who had said something negative (23%).
http://www.emarketer.com/Article.aspx?R=1007252
Facebook has the marketFacebook surpassed MySpace as the leading social network in the US and leads market share of US social networking site visits. Sept/09 data — 59% of all social network category visits were at Facebook, compared with just over 30% for second-place MySpace.
http://www.emarketer.com/Article.aspx?R=1007351&N=701&No=43&
well hello
Fan Pages and Groupsparts and sections - profile images
Full size when viewing 'Wall' & 'Info' tabs Tip: Profile images 200px wide by 600px tall leverage more screen real estate
Fan Pages and Groupsparts and sections - side boxes
Tagline, basic information, your fans/members and other content
Fan Pages and Groupsparts and sections - title & tabs
Title, 'Become a Fan' or 'Join Group' link, and Tabs Note: Facebook fan pages and groups have 'Wall' and 'Info' tabs on left. Other tabs can be adjusted/modified.
Fan Pages and Groupsparts and sections - wall
You decide how the wall shows updates - just you, just your fans, or you AND your fans
Groups similar for members through customizations
Fan Pages and Groupsparts and sections - advertisements
Targeted ads - how Facebook makes its $
Tip: You will likely see fake ads for your page to get you to create your own
Fan Pages and Groupsparts and sections - publishing content
Where interactions happen Note: You determine what your fans can/cannot publish. A variety of content possible from text to complex stuff.
Fan Pages and Groupsparts and sections - additional navigation & applications
smaller logo/image 50px by 50px iconbeyond rigid 'Wall' and 'Info' comes customizations like photos, videos, calendars, discussion boards plus your own created contentno applications for Groups
Groupsparts and sections
While similar in look to Fan Pages, Groups have their pros and cons.
Let's compare...
Facebook Groupsadvantages/disadvantages
allow for bulk event invitesnow look more like pagesslightly easier to set up and managetotal control over who becomes members only visible to Facebook usersno extra applications added to themrequire regular visits to use the messaging feature
Facebook Fan Pagesadvantages/disadvantages
updates show in the fan news feedsvisible to users not registered with Facebookcontent visible before they become a fan allows for custom Facebook usernamesadd custom applications and rich contentvisitor stats (Insights) to track visitors and interactions
Facebook ExperiencesAmphibian Stage Productionshttp://www.facebook.com/pages/Amphibian-Stage-Productions/62320864644
Facebook ExperiencesTrinity Habitat for Humanityhttp://www.facebook.com/TrinityHabitat
Communication & PersonalityFacebook can simplify communication efforts. Not really simplified, rather a complex juggling and balancing of many opportunities. But you can be efficient.
http://www.flickr.com/photos/rveldwijk/2907506894/
Communication & PersonalityEfficiencies built into applications
CausesRSS FeedsPollsTwitter YouTube channelPhotosSlideshows free & paid etc.http://www.facebook.com/apps/directory.php
http://www.flickr.com/photos/silvertje/3582297307/
Communication & PersonalityThink about language use and having a voice. Be real with people.
Communication & Personality
Watch other nonprofits and their campaigns and online efforts. Can you copy/remix efforts to meet your objectives?
http://www.flickr.com/photos/mommypants/319568014/
Communication & PersonalityCreate an as-it-happens archive and interactive story.
http://www.flickr.com/photos/craigstephen/2559705249/
Communication & Personality
"...businesses across the world haven't realized that personality could be their greatest asset."
from *Personality not included by Rohit Bhargava
Customer Service & Volunteer Development
Why do people use social networks like Facebook to spout off? Because it's easy.
http://www.flickr.com/photos/anniebee/3103987824/
Customer Service & Volunteer Development
Wall posts provide you with a proactive way to track down customer service problems, correct mistakes, and learn from them
http://www.flickr.com/photos/mslivenletlive/318572306/
Customer Service & Volunteer Development
create events post updates for volunteersshare photos and videosacknowledge volunteers
http://www.facebook.com/TrinityHabitat
Donor Cultivation
Donors in the social web will come to your organization with the
expectation of being full partners in your work, not just an ATM machine to be tapped when cash is needed
Peter Dietz, founder of Social ActionsMay 2009, paraphrased
You are not going to be able to please everyone, but
everyone should see that you aim to please.
Facebook Measurement PointsFan Page Insights | pay closer attention
Fans Who Interact With OrganizationInteractionsInteractions Per PostPost QualityPostsDiscussion PostsMentions
Facebook Measurement PointsFan Page Insights | pay closer attention
All Fans of OrganizationTotal Fans/Unsubscribed FansNew/Removed FansTop CountriesDemographicsPage ViewsUnsubscribes/ResubscribesMedia Consumption
Facebook Measurement Points
social bottom line
community growthrelationships social results
What's the value of relationships?
Cultivation
Facebook Measurement Pointssharing, likes, Badges are a great way to get those loyal fans to drive traffic (and more fans) to your page.
http://www.facebook.com/facebook-widgets/index.php
Sourceshttp://www.emarketer.com/Article.aspx?R=1007351&N=701&No=43&http://www.emarketer.com/Article.aspx?R=1007252http://brucemarler.com/facebook-fan-page-vs-facebook-group/http://www.silversquareinc.com/blog/2009/11/facebook-fan-pages-are-better-than-groups/http://sproutinc.com/2009/09/dissecting-a-facebook-fan-page/http://www.timdavies.org.uk/2008/02/18/facebook-groups-vs-facebook-pages/http://my.socialactions.com/profiles/blogs/time-and-social-actionhttp://beth.typepad.com/beths_blog/2009/08/four-things-i-learned-from-nten-ask-expert-with-joe-green-from-causes-and-one-thing-i-didnt.htmlhttp://apps.facebook.com/causes/friends/causeshttp://www.facebook.com/note.php?note_id=43952236636http://www.socialmeteor.com/2009/03/17/twitter-facebook-power-proactive-customer-service/http://www.radicaltrust.ca/2008/09/25/best-practices-for-facebook-fan-pages-user-types/http://www.allfacebook.com/2009/09/how-to-monitor-your-facebook-page-insights-to-improve-content/http://www.slideshare.net/eschipul/social-media-for-non-profits-tapping-into-the-motivations-of-the-people-to-change-the-world-around-ushttp://ustandout.com/facebook/fans-promote-facebook-page-fan-badges
Questions and/or compliments?
Contact
Richie Escovedohttp://nextcommunications.blogspot.com/richie.escovedo [at] gmail.comhttp://twitter.com/vedohttp://www.linkedin.com/in/rescovedo
Nonprofit Facebook PrimerRichie Escovedo