Facebook101 for Non Profits

transcript

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?

Definitions

Marketing

Positioning Statement

@tresemergroup@heidimiller@WA_Toxics#NFPSM

What Facebook is

One of the tools in your marketing toolbox

An extension of your brand

What Facebook is

Digital word of mouth

What Facebook is

Digital word of mouth

Powerful

What Facebook is

Silver Bullet

What Facebook isn’t

Brand strategy

Strategized presence

Regular engagement

Measurment and analysis

What Facebook isn’t

Why Facebook?700 billion

30+ billion

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

30+ billion

750 million

90 pieces

active users

minutes per month

30+ billion

750 million

90 pieces

active users

minutes per month

30+ billion

750 million

90 pieces

active users

minutes per month

30+ billion

750 million

90 pieces

active users

minutes per month

30+ billion

750 million

90 pieces

active users

minutes per month

30+ billion

750 million

90 pieces

active users

minutes per month

Why Facebook?

http://blog.kissmetrics.com/social-media-by-demographic/?wide=1

0% 10% 20% 30% 40%

$0-25k

$25-50k

$50-75

$75-100k

$100-150k

$150k+

Why Facebook?

Income

Age35-4422%

45-5426%

55-649%

0-187%

18-2411%

25-4424%

Why Facebook?

0% 15% 30% 45% 60%

No HS Diploma

High School

Some College

Bachelors

Graduate

Why Facebook?

Education

2007 2008 2009

45% 48%

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/

0% 90%

Boomers

WWII Gen

Why Facebook?

http://mashable.com/2010/01/28/baby-boomers-social-media/

Time costs money

Schedule your time and track your data@tresemergroup@heidimiller@WA_Toxics#NFPSM

Brand Personality

Reinforce keywords and gain referrals and inlinks

Define and measure goals

Sample Reporting

bearcreek.ccsct.comAbsolute Unique Visitors Apr 28, 2009 - Apr 28, 2011

Comparing to: Site

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

Sunday, May 10, 2009

Monday, May 11, 2009

Friday, May 15, 2009

1 Google Analytics

Sample Reporting

Comparing to: Site

Visitors

Friday, May 1, 2009

Sunday, May 3, 2009

Monday, May 4, 2009

Friday, May 8, 2009

1 Google Analytics

Sample Reporting

Comparing to: Site

Visitors

Friday, May 1, 2009

Sunday, May 3, 2009

Monday, May 4, 2009

Friday, May 8, 2009

1 Google Analytics

+92.59%

Sample Reporting

21,269

31,209

10,228

1,948Google Bing Yahoo

How did they get to the site?

Traffic Sources

Search Engines

Referring sites

Sample Reporting

How did they get to the site?

Traffic Sources

Search Engines

Referring sites

419523

Facebook PSR.com

Sample Reporting

Mobile devices

Sample Reporting

2009-20102010-2011

iPhone40.25%

iPad33.69%

Android15.78%

iPod10.02% Other

Mobile devices+285%

Sample Reporting

2009-20102010-2011

Apple83.96%

Other16.04%

Mobile devices+285%

Sample Reporting

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

Facebook is digital word-of-mouth

Integration

@tresemergroup@heidimiller@WA_ToxicsWA_Toxics#NFPSM

Integration

Advertising

$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

Medium Impress. Cost CPM Run Time ClicksCost per

Facebook 333,685 $60 $0.18 23 days 102 0.59

Redmond Reporter 25,015 $780 $31 1 day ? ?

How to run a

Facebook Event

Campaign

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

Anatomy of a Facebook Page

Wall settings

Info information

Photos

Videos

Events

Set brand + others as Wall default

Always let others post to your Wall

Wall settings

Info information

Photos

Videos

Events

Anatomy of a Facebook Page

Say which humans are posting and

listening

Say which humans are posting and

listening

Link back to site(s)Give mission

statementGive product info

Page Notifications

Access to Analytics

@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...

Sample Set-up

HootSuite-$6 per month (2 team members)

SocialReport-$9 per month

Google Analytics-Free

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

Mistakes happen. How you handle them is key

Use profiles to prevent posting mishaps

Credits

Conversation prism by Brian Solis and JESS3

Prius by flickr user Greekgeek

Ferrari by flickr user Bakar_88

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

FACEBOOK 101

Michelle Tresemer @tresemergroupHeidi Miller @heidimiller

Lisa Mikesell @WA_Toxics

Facebook101 for Non Profits

Technology