Getting The Most Out Of Facebook For Your Nonprofit

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Getting The Most Out Of FacebookFor Your Nonprofit

Darren Rankin

May 15, 2012

Protecting and Preserving the

Institutional Memories of

Nonprofits Since 1993

www.cjwconsulting.com

(866) 598-0430

info@cjwconsulting.com

Affordable collaborative data

management in the cloud.

Today’s Speaker

Darren RankinPresident,

KarmaWell Inc.

Hosting:

Cheri J Weissman, CJW Consulting & Services, Inc.Assisting with chat questions: April Hunt, Nonprofit Webinars

GETTING THE MOST OUT OF

FACEBOOK FOR YOUR NONPROFIT

TABLE OF CONTENTS

Intro: Why Facebook? Page Setup Content Engagement Analytics Wrap-upQuestionsGeneral DefinitionsThank You from KarmaWell!

WHY FACEBOOK?

"If you're not in the social space, then you're not anywhere. It is crucially important to be

engaging with your customers on a daily basis.”

-Jenna Boig, The Nature Conservancy

Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

Facebook Allows You To:

Personalize Your Cause

Build Your Community

Engage Your Fanbase

Raise Funds!

WHY FACEBOOK?

• There are 800 Million people on Facebook

– 1.5 million US non profits

– 75 million Facebookers support non

profit pages

– 100,000 nonprofits have pages

• Nonprofits can use Facebook to find fans

that are Committed to their cause

• Nonprofit supporter bases are Growing

Rapidly

FACEBOOK WORKS… IF YOU DO IT RIGHT!

Case Study: Tuesday, May 1, 2012

• Facebook called users to register as organ donors

• Within hours… 6,000 signed up! (15x normal)

WHO’S THERE NOW?

• Nov 2010 Study: Top 100 nonprofits… Oct 13, 2011 Review

PAGE SETUP

BEFORE YOU START: THINGS TO CONSIDER

• Look at other Nonprofits. What’s Working For Them?

• Consider your goals

– Short-Term

– Long-Term

• Evaluate your resources

• Be prepared to Evaluate/

Analyze Performance

FACEBOOK SETUP WIZARD

1. Choose a Master Admin:

POST WIZARD: PRETTY BASIC!...NOT DONE!

MANAGE SETTINGS: VIEWS

MANAGE PERMISSIONS

More Open = More Engagement = More Oversight

COMPLETE BASIC INFORMATION

CHOOSE A PROFILE PICTURE

RESOURCES

MANAGE APPS

• Enhance your Page Experience.

• Connect Real-Time actions on the web

• Keep it Simple

CHOOSE YOUR COVER IMAGE

• Quickly Engage

• Tell Your Story

• Make it Relevant, Specific, & Emotionally Compelling

Follow the Rules:

NO Contact Info

NO Direct Calls to Action

• Like Us

• Share Us

• Donate

• PledgeWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

MAKE YOUR LANDING PAGE

LIVELY/INTERESTING

INTEGRATE YOUR SOCIAL MEDIA

CONTENT

WRITE POSTS SPECIFICALLY FOR FACEBOOK

• Provide New Infothat followers care about

• Discuss ImportantTopics

• Keep them Coming Back!

Talk about Current Events that are Relevant to your cause

Be BOLD! Get Your followers’ Attention!Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

USE PHOTOS / VIDEOS

Facebook now lets you use videos and larger photos in your news feed.

Use Them!

FOLLOW THE 80/20 RULE

80% of Posts Should be Relevant Content

20% Should Have a Call to Action

HAVE A PURPOSE

What do you intend to get from FaceBook?

– Raise Funds?

– Recruit Volunteers?

– Gain Likes?

– Foster Activists?

Make sure your posts are in line with This Goal!

SET A SCHEDULE AND STICK TO IT!

• Provide Regular Content

• Find Your Frequency

• Assign Responsibilities

CONSIDER YOUR CALL TO ACTION

Make Sure Fans know what you want them to do!

HIGHLIGHT POWERFUL POSTS

The Pin To Top Feature lets you Emphasize a Specific Post for 7 days

THE PERFECT POST

Call To Action

Content

SharingWhy Facebook? Page Setup Content Engagement Analytics Wrap-Up

ENGAGE

ENGAGE YOUR FOLLOWERS

• Encourage Responses

• Ask Open-EndedQuestions

• Let customers Ask Questions of your staff

ENGAGEMENT TOOLS

ContestsQuizzes

REPLY TO POSTS AND BE AN ACTIVE USER

• Encourage people to post their own experiences by responding to them personally

• Encourage Discussion Between Users, not just between your org and the user

• Don’t be afraid to take the conversation offline through Direct Messaging.

DIRECT MESSAGING

• Reach out to users individually if they require

private attention

• Be aware of the 2-to-1 rule

1 User Message = 2 Direct Cause Messages1 User Message = 2 Direct Cause Messages

NETWORKING

• Follow other Causes. They will Follow You!

• Repost their relevant content to your followers

• Find FaceBook Groups that match your Cause

• Create your Own Groups!

LINK FROM YOUR WEBSITE

LINK FROM YOUR EMAILS

LINK FROM ANYWHERE

Your Twitter

Your Blog

Your Business Cards

Your Email Signature

Your Newsletters

Your Print Promotions

ADVANCED STRATEGIES / ANALYTICS

SOCIAL PLUGINS

TIMELINE APPS

SHOWING UP ON NEWS FEEDS

FACEBOOK ADS

FACEBOOK INSIGHTS

BEST PRACTICES

• Export Data Monthly for comparisons and access when Insights is offline

• Regularly check to see what your Audience is Responding To

DEMOGRAPHICS AND ENGAGEMENT TYPES

• Who are you Engaging?

• What are they Doing?

• Tailor Posts accordingly

ADDITIONAL TIPS

YOUR PAGE’S NEWS FEED

WRAP-UP

KEY TIPS

• Fill In your FaceBook Information Completely

– Help Fans Find Your Page

• Content Should Be Relevant / Timely

– Remember the 80/20 Rule

• Engage Your Followers

– Keep them Active and Engaged with Your Cause

• Analyze Your Performance

– Monitor your Progress and Make Adjustments

QUESTIONS?

GENERAL FACEBOOK DEFINITIONS

Fan: A Facebook "fan" is a user who "likes" a particular page. If a user chooses to "like" a page, they are then able to get updates from that page's administrator through status updates, link posts, and event invitations.

Friend: A User who accepts a friend request from another user. Both users will receive updates and status posts from each other as long as they remain “friends”

Friend List: A total list of all people connected to a user through approved friend requests.

Group: A group of FaceBook users with interest in a single subject. Groups are created by users, and assigned admins. In order to join a group you must be approved by an admin.

GENERAL FACEBOOK DEFINITIONS

Like: A Facebook action in which you give your approval for a specific Facebook page. That page will show up in your list of likes, and any posts made by that page will show up in your Activity Feed.

Activity Feed: A list of stories created by your friends and any page that you have liked.

Tag: The act of referencing a specific user or page on one’s posts.

Wall: The area on a profile or page where friends and “fans” can post their thoughts, views, or criticisms for everyone to see.

FACEBOOK INSIGHTS DEFINITIONS

Total Likes: The number of unique individuals who click the Like button to “Like” your Facebook Page. This number is sometimes referred to as Lifetime Likes.

New Likes: The number of unique individuals that liked your Facebook Page during a specific date range that you select.

Like Sources: The number of times your Facebook Page was liked, categorized by where the like occurred (on your Facebook Page, website, and so on) during the specific date range that you select.

Unlikes: The number of unique individuals who have unliked your Facebook Page during the specific date range that you select.

Friends of Fans: The number of unique individuals who are friends with the people who like your Facebook Page. These people represent the total potential reach of any content you publish to your Facebook Page.

People Talking about This: The number of unique individuals who have created a “story” (see definition below) about your Facebook Page during the time period you select.

Story: A term used to reference the ways people can interact with your page, including:

• Liking your Facebook Page

• Liking, commenting on, or sharing a post from your Facebook Page

• Answering a question you asked on your Page

• Responding to an event you posted on your Page

• Mentioning your Page within their own posts

• Tagging your Page in an uploaded picture

• Checking in to or recommending your Facebook Place

Total Reach: The number of unique individuals who have actually seen any content related to your Facebook Page. This could include content published on your Page, as well as Facebook Ads and Sponsored Stories that lead people to your Page.

Organic Reach: The number of unique individuals who saw a specific post from your Facebook Page on their own News Feeds, tickers, or directly on your Page.

Paid Reach: The number of unique individuals who saw a specific post from your Facebook Page through a paid source, such as a Facebook Ad or Sponsored Story.

Viral Reach: The number of unique individuals who saw a specific post from your Facebook Page through a story published by one of their Facebook friends.

Active Users: The number of people who have viewed your Facebook Page or interacted with it in some way (for example, liking it, commenting on a post, and so on).

Monthly Active Users: The number of people who have viewed your Facebook Page or interacted with it during the previous 30 days.

Daily Active Users: The number of people who have viewed your Facebook Page or interacted with it on the specific day you select, categorized by the type of action they performed.

Engaged Users: The number of engaged individuals who have clicked anywhere on one of your Facebook Page posts. They could have liked your post, commented on it, shared it, and so on.

External Referrers: The number of views your Facebook Page received from website URLs that are not part of Facebook.com.

Page Views: The total number of times your Facebook Page was viewed during the time period you select.

Tab Views: The total number of times each tab in your Facebook Page was viewed when people were logged in to Facebook, during the time period you select.

Post Views: The number of times a story published on your Facebook Page News Feed was viewed during the time period you select.

News Feed: The center column in a Facebook Profile or Page which displays a continually updated list of stories published by people and Pages you follow on Facebook.

Page Content or Post Feedback: The number of likes and comments on stories published in your Facebook Page News Feed during the time period you select.

Daily Story Feedback: A breakdown of how people responded to your stories by engaging with them (through likes or comments) or unsubscribing from them (so your Page stories don’t appear in their News Feeds in the future) during the time period you select.

Daily Page Activity: A breakdown of how people engaged with your Facebook Page, other than by commenting and liking your posts, on the specific date you select. For example, this metric will measure when fans write on your Facebook Wall, upload photos or videos to your Page, write reviews, participate in your Page’s discussion board, mention your Page in updates they publish on their own Facebook Profiles, or mention your Page to friends.

Impressions: The number of times a post from your Facebook Page is displayed, regardless of where a person sees it. A single person can see a post multiple times, thus creating an impression for every time that content is viewed.

Media Consumption: The number of times a piece of media content that you published on your Facebook Page, including a video, photo, or audio clip, is clicked and viewed on a specific day.

THANKS!!! – NOW GO CAUSING!

SO, WHAT’S KARMAWELL?

• Free service & tools helping nonprofit uncover revenue & engage/develop supporters all-year-long

CONTACT US: WE ARE EXCITED TO HELP!

Darren.Rankin@KarmaWell.comoperations & growth

Oumar.Ganame@KarmaWell.compartnerships

Marshall.Alexander@KarmaWell.comtechnology

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