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© 2010 Common Knowledge 1
Today’s Webinar:
Ten Tips to Attracting a Large Community to Your Facebook Page
Jeff Patrick, Common Knowledge
Start Time: 11:30 am PST Audio by phone: 866-740-1260 Access code: 5437600 ReadyTalk Help: 800-843-9166
www.commonknow.com
“Social Networks for Nonprofits: Why You Should Grow Your Own” Download our white paper while you wait: www.commonknow.com
Jeff Patrick President 415.543.7600 jpatrick@commonknow.com www.commonknow.com
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Facebook Primer
Ten Tips for Attracting a Large Community to Your Facebook Page
© 2010 Common Knowledge 3
• Webinar is 60 minutes long + 15 minutes questions
• You are muted
• Ask questions any time via the chat window
• Twittering today? Use #CKFB and we’ll track it
• Audio by phone: 866-740-1260 Access code: 5437600
• ReadyTalk Help: 800-843-9166
• Slides and recording will be sent to you via email
House Keeping Items
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Common Knowledge Webinar Series Next Webinar: Social Networking for Higher Education Ten Tips for Growing & Leveraging Your Online Cmmty
www.commonknow.com
© 2010 Common Knowledge 5
Jeff Patrick President & Founder Common Knowledge
www.commonknow.com jpatrick@commonknow.com
Ph: 415.543.7600 Follow us on Twitter: twitter.com/commonknow
© 2010 Common Knowledge
Event Fundraising on Facebook
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Event Fundraising on Facebook
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Giving through the Network (Social Network)
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Peer-to-Peer Marketing
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Facebook Fundraising Badge
January 10 10
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Imagine …
January 10 11
The average Facebook profile has 130 friends.
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How big this gets…
January 10 12
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Here’s some #’s that will blow your mind
January 10 13
Assume 1,000 people put a badge on their profile.
© 2010 Common Knowledge
Here’s some #’s that will blow your mind
January 10 14
Assume 1,000 people put a badge on their profile.
Each person has ~130 friends.
© 2010 Common Knowledge
Here’s some #’s that will blow your mind
January 10 15
Assume 1,000 people put a badge on their profile.
Each person has ~130 friends.
That’s 130,000 people that could get exposed to the badge.
© 2010 Common Knowledge
Here’s some #’s that will blow your mind
January 10 16
Assume 1,000 people put a badge on their profile.
Each person has ~130 friends.
That’s 130,000 people that could get exposed to the badge.
Assume 1/10 of those 130,000 people in turn simply post a message to their status line:
12,000 x 130 = 1,560,000 people + 130,000 = 1,690,000!
© 2010 Common Knowledge
Here’s some #’s that will blow your mind
January 10 17
Assume 1,000 people put a badge on their profile.
Each person has ~130 friends.
That’s 130,000 people that could get exposed to the badge.
Assume 1/10 of those 130,000 people in turn simply post a message to their status line:
12,000 x 130 = 1,560,000 people + 130,000 = 1,690,000!
More than 1.6 million people will get exposed to your event!
© 2010 Common Knowledge
HOW DOES IT WORK? Facebook
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Composer Publish statuses, photos, notes and more into the Stream. Posts appear in the users profiles and on their friends’ home pages.
Efficient Communication
Personal Home Page
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Stream Column The Stream shows users all posts from their connections in real-time. This keeps the user up-to-date on everything that is happening in their world.
Personal Home Page
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Filters Filters allow users to organize the Stream column by Friend Lists for more efficient consumption.
Personal Home Page
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Engagement Ads Users are able to engage with ads in the same way they interact with other content on Facebook, without leaving their home page.
Personal Home Page
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Facebook is Different Your typical impression
Your Brand
your brand
A Facebook Impression
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Fans are long-lasting connections Make them. Use them. Forever.
Building connections is the foundation of developing your own marketing channel
▪ Your Facebook Page allows you to develop deep relationship with consumers
▪ Once you make a connection, you can message them whenever you want
▪ Foster a two-way dialogue
▪ An efficient way to reach and share information with your audience
Brand
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Connections meet multiple objectives
Connections
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Engagement ads encourage action and connection ▪ Users engage with your ads the
same way they interact with other content on Facebook
▪ Users remain on the home page
▪ Engagement sparks organic sharing to the user’s friends
▪ All dimensions of targeting available
Video commenting
Virtual gift Poll
Become a fan
Event
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2-way communication Public Profile User home page
Develop deep relationships with your Supporters
When stories are published to the Public Profile wall...
They also appear in fans’ home page Stream
Fans can engage with your posts from their home page
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▪ Free, extended reach through socially generated impressions.*
▪ Captivating content has long life cycles as a result of others re-posting, commenting and liking.
Amplified Reach
Socially generated impression: An impression that is generated by, and refers to, engagement with Facebook content (including ads) by a friend
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FACEBOOK Pages, Groups and Causes
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Understanding Facebook
So many choices: Groups, Pages, Applications, and Causes.
– Groups: A way to dip your toe, run a small campaign or host a smaller organization.
– Pages: Improved communication with supporters, metrics, and control
– Causes: (Application) Dedicated presence with features specifically for nonprofits.
– Applications: Piece of software written for and running within Facebook. Features interact with FB social tools.
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FACEBOOK PROFILE Jeff Patrick
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Understanding Facebook Groups
– Starter organization profile
– Typically used by smaller organizations or chapters of a larger nonprofit
– Easy to set up; good place to dabble with Facebook
– User actions display on their profile and in their friends’ news feeds
– Limitations
• Updating and notification capabilities restricted
• No applications
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ARTHRITIS FOUNDATION Facebook Group
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Understanding Facebook
Pages – Facebook’s preferred location for big organizations,
brands, and public entities on Facebook
– Message entire “Fan” base
– “Status update” updates users’ profiles and displays in their friends’ newsfeeds
– Pages use applications
– **Advanced Reporting**
– Real time feedback from supporters (or critics)
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EQUALITY CALIFORNIA NO ON PROP 8
Facebook Page
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Page vs. Group in Facebook
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Page
Groups
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Understanding Facebook
Causes – Very popular application on
– Users/Orgs create “Causes” to support “Beneficiaries” (nonprofits)
– Allows supporters to raise money, recruit additional supporters, and advocate on behalf of the organization
– Donations processed through Network for Good
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Facebook Cause
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Understanding Facebook
Applications – Applications provide the ability for people on Facebook to
deepen their relationship with your organization using tools that Facebook does not provide
– Allows people to publicly identify with your organization and take action on your organization’s behalf
– Message users who have added the application to their profiles
– Integrate with your existing CRM and website
– Improved ability to use supporters social graphs
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Fundraising Application
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Don't just send friends any gift, send a gift that makes a difference. 50% of all proceeds go to animal charities you choose. Adopting pets from Pets Cybershelter helps REAL animals! Send friends a facebook family member or adopt pets for your page
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HEALTH ORGANIZATIONS Facebook
January 2010 45
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National MS Society (Cause)
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Children’s Hospital Boston (Group)
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American Heart Association (Group)
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Arthritis Foundation (Page)
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Let’s Take a Closer Look…
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Arthritis Foundation (Page)
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Arthritis Foundation (Page)
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Arthritis Foundation (Page)
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Arthritis Foundation (Page)
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American Heart Association (Application)
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American Cancer Society (Group)
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MEMBER DEMOGRAPHICS Commercial Social Networks
January 2010 56
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Facebook Demographics
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MySpace Demographics
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Twitter Demographics
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LinkedIn Demographics
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Side by Side Comparison
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UMMM… SO WHAT IS IT? Social Networks
January 2010 62
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Social Network Example - Phillipe
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Soccer Team Univ of Toronto Alumni
Nonprofit Job Church Choir
Jason Networks: • Soccer Team • U of T Alum • Nonprofit Job • Church Choir
Phillipe
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COOL INSIGHTS People and Their Virtual Social Networks
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Simple (but Important) Concepts
• Offline Bias: Relationships on virtual social networks largely reflect offline relationships
• Priority Characteristics: Geography and occupation are the two strongest predictors for relationship determination
• Network of Networks: A large social network is actually a collection of many smaller networks
• Multiple Personas: Our role and the information and willingness to share that information varies by network.
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Demographics
• Female Bias: 50% of women and 42% of men use social networks1
• Rapid Growth Among Adults: Number of adults with a social networking profile has grown from 5% to 35% between 2005 and January 2009.2
• Not “Old” People: Just 7% of adults 65 and older have a social networking profile.2
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1 Marisa Taylor, Wall Street Journal, Pew Research, Oct 7, 2009 2 Pew Research, Amanda Lenhart, Jan 14, 2009
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IMPORTANT Social Networks for Nonprofits
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Social networks facilitate socializing, enhance communication and collaboration, and fundamentally grow relationships.
Social networking, however, serves and embellishes the delivery of your programs and mission online.
The end product is not socializing, the end product is better delivery of your mission and programs.
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Social Networking + Service = Community
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EMAIL/DONOR ACQUISITION Acquisition via Social Network
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Acquisition Path Commercial Social Networks
Organization
Online Fundraising Email Marketing/Direct Mail Solicitations
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Sierra Club on Facebook
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Sierra Club on Facebook
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Sierra Club Website
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Sierra Club Petition
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Sierra Club Petition
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Tips for Collecting Email Addresses
• Incorporate calls-to-action in your status line posts
• Activities that mobilize – Contests – Surveys – E-Actions – Volunteer Oppty’s – E-Gifts – E-Cards – Donation
• Include an opt-in on conversion forms
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Acquisition Paths External Networks Organization Website
Organization
Org’s Social Network
Online Fundraising Email Marketing/Direct Mail Solicitations
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FACEBOOK Event Fundraising – Two Case Studies
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Event Fundraising – Take 1
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• Alliance for Lupus Research • Event Fundraising
– 5K Walk Events – 30 Cities – Convio Friendraiser – No Registration Fee – $100 Fundraising Goal (Typical)
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Offline Fundraising Tools
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Sample Fundraising Letters Printed Donation Forms
Phone/Online Support
Printed Registration Forms
Team Building Tips
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Online Fundraising Tools – Events Site
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• Convio TeamRaiser • Event Site
• Registrant Page
• Registrant Giving Form
• Registrant Email Tools
• Team Tools
• Promotional Tools • Donor Recognition • Gift Thermometer • Offline Giving Options • Phone Support
© 2010 Common Knowledge
Facebook Fundraising Tools
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• Displays on profile
• Org/Event branded
• Fundraising focused
• Personalized giving results
• Personalized donation form link
• Tabbed navigation
• Progress meter
Profile Badge
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Facebook Application
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• Objectives • Offer participants & donors a home base within Facebook
• Seamless integration with Convio
• Link participants & donors within & across events
• Leverage individual’s social map within Facebook
• Raise more donations
Facebook Event Dashboard
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Facebook Application
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• Event Fundraising Stats • Total Amount Donated to Event
• Total # Donations to Event
• Create profile badge button
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Facebook Application
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• Communications Panel • Send message in FB
• Send message in Convio
• Comment on participant wall
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Facebook Application
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• Personal Fundraising Panel • Amount I’ve given
• Amount from my donors
• Link to Convio account
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Facebook Application
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• Event Participants • Friend participating in event
• Clickable to profile
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Facebook Application
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• Activity Feed • Display messages for all participants related to the ALR events.
• Includes manual status updates, donations, registrations, etc.
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Facebook Application
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• Menu Bar • Home: Current Page
• Fundraisers: Homepage for ALR’s event fundraisers
• Donors: Homepage for ALR’s event donors
• Invite: Invite donors (prospect)
• Donate: Link or embedded form
• About: Background info
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… AND SPONSORSHIP Facebook Badges
January 2010 91
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Sponsorship
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Arthritis Foundation
MySpace, Facebook & House Network Badge Sponsorship
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BUZZ TRIANGLE Facebook Badges
January 2010 94
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Aids LifeCycle Event
January 2010 95
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Facebook Advertising
January 2010 96
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Aids LifeCycle Facebook Page
January 2010 97
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Buzz Triangle
January 2010 98
Acquisition 1. Opt-in to on-going communication 2. Demonstrate interest 3. 1st step in ladder of engagement Ads
Facebook Page
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Event Registration Microsite
January 2010 99
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Buzz Triangle
January 2010 100
Ads
Facebook Page
Microsite
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Stewardship Message Stream
January 2010 101
Facebook Page Day/Time Message
1/9:00 Photo contest announce
1/13:00 Virtual event announce/invite
2/8:00 Photo context announce w/ samples
2/14:00 SF event announce/invite
3/8:00 Photo contest/last chance
3/10:00 LA event announce/invite
3/14:00 Rider offer #4 for ride signup by 17:00
Micro-message stream
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STATISTICS Facebook
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PETA ON FACEBOOK Advocacy on Commercial Social Networks
January 2010 114
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PETA’s Facebook Page
January 2010 115
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Example – Advocacy Call-to-Action
January 2010 116
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Example – Advocacy Call-to-Action
January 2010 117
Facebook Page Post
PETA Blog Online Action
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Example – Advocacy Call to Action
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PETA Action Center
January 2010 119