Facebook For Non-Profits
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We recently gave a presentation chock full of Facebook tips for non-profits in the Bouder area.
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Facebook For Non-Profits
- 1. BOULDER COUNTY NONPROFIT SOCIAL MEDIA USER GROUP January, 19th, 2012 Brandon Whalen: Twitter: @BrandonSings Email: bwhalen@room214.com
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- 5. Anatomy of a FB Page | Facebook
- 7. 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
- 8. 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 | Facebook Landing Pages
- 9. Things to Remember 1. Remember to change the back end settings of your Facebook page to 2. drive non-fans to your landing page. 3. 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. | Facebook Landing Pages
- 10. 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 | Facebook Landing Pages
- 11. 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 | Facebook Landing Pages
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- 13. ENGAGE YOUR FANS
- 14. 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
- 15. Status Update Stats Posts 80 characters or less in length have Status updates and page posts are the number one way people interact 27% higher engagement rates. with brands and organizations on Facebook. 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”).. | Engage Your Fans | Source: BuddyMedia.com
- 16. Status Update Tips Post Often: Pages that post 2-3 times daily have more fans and interactions than pages who post only There are a few general guidelines a few times weekly. you can follow as you write your page updates, which can help you Don’t Over-Post: Time your updates to be at least keep your fans engaged. 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. | Engage Your Fans
- 17. 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
- 18. 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
- 19. 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
- 21. 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
- 22. 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 | Grow Your Community
- 23. 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 | Grow Your Community
- 24. 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. | Grow Your Community
- 26. 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
- 27. Sample Measurement System: Step 2: Benchmarks 1. My goal is to increase Numbers and charts are useless awareness of my organization. without some sort of measuring stick. Define a system that works for you. 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. | Analysis & Measurement
- 28. Step 3: Define Metrics Goal: Increase sales Once you know your overall goal, and you have an acceptable Benchmark: 20 online sales per month benchmark for measuring your Metric: Clicks to site from social media, progress, it’s time to find the metrics that will define your visits to sales form from social media success. | Analysis & Measurement
- 29. 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. | Analysis & Measurement
- 30. Measurement Tools Facebook Insights: Track page enagagement, There are a plethora of tools which fan growth, and people talking about your page can help you track your social media progress. Google Analytics: Amazing set of free web analytics tools which will track reffering sites like Facebook and Twitter. There is an amazing WIKI page of measurement tools here. 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. | Analysis & Measurement
- 31. QUESTIONS?