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501 Commons 10-‐15 Copyright Cleland Marke8ng
Katherine Cleland – ClelandMarke8ng
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For non-‐pro(its
501 Commons 10-‐15 Copyright Cleland Marke8ng
What is Social Media • Social media describes the online technologies and prac8ces that people use to share opinions, insights, experiences, perspec8ves, products and services with each other. (Wikipedia)
Katherine Cleland 541 231-‐4445
Use Facebook Events!
501 Commons 10-‐15 Copyright Cleland Marke8ng
Why use social media ? • Organiza8on Awareness • AQract New Members/Volunteers/Clients • Publicize Events • Publicize Service and Advocacy • Retain Current Members-‐ Connec8on • Do Marke8ng Research, Feedback • Iden8fy New Opportuni8es
The New “Word of Mouth”
Friends tell Friends
Join Like
Comment Share
501 Commons 10-‐15 Copyright Cleland Marke8ng
Social Media: Not a Destination. A step. “All Paths lead to your Website”
• Think about Social Media as a satellite to your organiza8on's web site and mee8ngs
• Use social media to bring people to you, engage them, and create belonging and pride
Awareness – What is my organiza8on
Interest – My organiza8on does good stuff
Intent – I’d like to check them out
Trial – I will go to a mee8ng/event
Adop2on – I will support/join organiza8on
Reten2on– Social reinforcement
501 Commons 10-‐15 Copyright Cleland Marke8ng
The most popular social media
Facebook – Build a Brand presence Twi8er – Brand Personality expression You Tube – Share video content for more reach Linked IN – Corporate branding & employer branding Blogs – Express ideas in detail and generate thought leadership Pinterest – Image collec8ons / Graphic content Four square -‐ Loca8on based social network Instagram – Mobile photo sharing
501 Commons 10-‐15 Copyright Cleland Marke8ng
In other words ….
501 Commons 10-‐15 Copyright Cleland Marke8ng
How to engage members, supporters, donors 4 type of viewers or fans: (based on engagement level) • Unaware • Interested • Engaged/Member • Inac8ve
How can you speak to all of these over 8me think about it as a rota8on
501 Commons 10-‐15 Copyright Cleland Marke8ng
Your Non Pro(it Facebook Page • Musts • Profile -‐ Its goQa look great!
• Invest in quality graphic design for your Avatar (a.k.a. Profile Picture), 8meline cover, and tab Icons.
• Engagement -‐ be responsive • Even if you've answered the same ques8on a million 8mes, answer it
again. Answer absolutely everyone and answer them in a 8mely manner. • Be a PERSON • Be relevant and interes8ng
• 90% of people who like a page NEVER come back. • Update your most popular content, link to your website for more. Post
photos, videos, compe88ons, just make sure you know Facebook's rules!
• Posts -‐ Schedule but don’t over-‐automate • TwiQer cross post is a turn-‐off
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501 Commons 10-‐15 Copyright Cleland Marke8ng
Facebook : Your Organization as a FRIEND • Helps to build organiza8on presence • Popular usage by individuals • -‐ women 50+ fastest growing demographic
• Most popular social networking site • Increasingly going mobile • Versa8le social media • Losing the millenials
501 Commons 10-‐15 Copyright Cleland Marke8ng
Facebook Recommended Use
• Facebook Page -‐ PUBLIC • Awareness, Interest, Advocacy, Service • Use for your organiza8on’s PUBLIC presence • Keep it social. Not the details of how you run organiza8on and reports-‐ keep that for insiders
• Keep it posi8ve! Moderate discussion (hide irrelevant or inappropriate comments), encourage fans to like, comment, share
• Facebook Groups –MEMBER Connec8on, Reten8on • Sekng: PRIVATE Use for members only, create fellowship and connec8on BUT
• Remember-‐ Group posts are only shown to about 16% of group members, so this should NOT be a main source of organiza8on communica8on.
• It’s SOCIAL, not organiza8onal.
501 Commons 10-‐15 Copyright Cleland Marke8ng
Setting up your Organization page • Cover picture-‐ reflect your organiza8on’s personality – use a picture. Change it up!
• Profile picture: Logo • Use correct one!
• Name: Organiza8on n • Descrip8on: Use friendly language
• Allow others to post to your page • give members an opportunity to
post (moderated) • Contact: Basic contact details, a contact form – how to reach you if they are interested
501 Commons 10-‐15 Copyright Cleland Marke8ng
Working as a PAGE
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501 Commons 10-‐15 Copyright Cleland Marke8ng
How Facebook Really Works
Viral
16%
Up to 60%
Comment
501 Commons 10-‐15 Copyright Cleland Marke8ng
First: Get Fans • Use “Favorites” to build partnerships – LIKE other pages • Add a “like box” to your website • Promote your facebook page on your newsleQer. • Offer a quiz or contest to get people started
• Ask ques8ons to spark conversa8on and ac8vity • Have a real “fan” comment and get the ball rolling. (Seeded)
• Ask your “fans” to suggest to friends on a monthly basis • Get the staff, volunteers and Board involved. • Engage donors with links to FB on their thank you page on website or email.
• Boost to get fans….very strategically. TARGET
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501 Commons 10-‐15 Copyright Cleland Marke8ng
How your fans can see more of your posts
• Like our page, • find dropdown, • choose get no8fica8ons
501 Commons 10-‐15 Copyright Cleland Marke8ng
Second: Get Engagment Facebook LIVES on
• LIKES • COMMENTS • SHARES • Your Posts MUST generate these, or it’s a wasted effort
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501 Commons 10-‐15 Copyright Cleland Marke8ng
Facebook-‐ Missing posts! Secrets that Matter • Facebook only shows your page posts to 12% of your “fans” on average. Not good. • Fan is someone who has liked your page.
• If you have a picture, about 20% of your fans will see it in their home feed.
• Train your members: LIKE, COMMENT, SHARE • If several people like your post, perhaps 25% will see it. • If people comment and like, perhaps 30-‐35% will see it. • If people share it, you can get up to 50 %of your fans to see a post
• If many people like, comment and share, it is conceivable to get up to 100%.
Only 12%
501 Commons 10-‐15 Copyright Cleland Marke8ng
Post Awesome Content When you understand what’s been working on your page, you’ll do it more! But how can you go beyond what has worked? USE INSIGHTS Ask yourself: • Would I share this with my friends? • What gets people talking? • What trending in your cause? • What are compe8ng nonprofits pos8ng on Facebook? • How can we be useful or even indispensable to our community?
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501 Commons 10-‐15 Copyright Cleland Marke8ng
Posting Strategies: • Share related content-‐ be a curator? • Blogs and informa8on from your website • Informa8on from your newsleQers • RELEVANT -‐NOT cute pictures just to get numbers
• Tip: Post a popular post before you do an important one, and it will be seen by more people
• Don’t overpost, Don’t overdo it. • Number one complaint is too much unrelated content • Check your unlikes on Insights
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501 Commons 10-‐15 Copyright Cleland Marke8ng
• Facebook Events • Key Dates that are open to the public
• Invite members, ask them to invite friends
• Social -‐ NOT official RSVP, be sure to link to event on your website
• Hash Tags – for trending • Support publicity: Use ZI and UN Women Hashtags to help get women’s issues trending. e.g. #Beijing20 #Zontasaysno #yesallwomen
• Video sharing
• Images+ Pictures-‐ The most effec8ve element of Facebook
Key Facebook Elements to Use
501 Commons 10-‐15 Copyright Cleland Marke8ng
• Set events up from your Organiza8on Page • Use pictures! Give it its own header
• Invite members, ask them to invite friends
• Spread awareness about the event
• Build excitement and hype for the event
• Help es8mate how many would aQend
• Social -‐ NOT official RSVP, be sure to link to event on your website
Use Facebook Events
501 Commons 10-‐15 Copyright Cleland Marke8ng
• Regular updates • Balance between text & images & video-‐ have an image with each post, even if you grab it from google images
• Own – External – User content balance • Create as many posts as you share from others
• Make it very informal • Do not promote too much • Use occasional “Call to Ac8on” – but casually • Share from other like minded groups in your area, and ask them to do the same. • Women’s groups, service clubs, government programs, things that you would like to bring to the aQen8on of “fans” – members and non members.
• When you share, make a short comment about why this is relevant.
Principles for Facebook Updates
501 Commons 10-‐15 Copyright Cleland Marke8ng
Tips for Teams • Create a FB group for admins to keep in touch • Store content and possible shares • Create a dropbox for your content with logos, images, videos all in one place
• Create a pos8ng calendar-‐ • But don’t be a slave to it
• Use the na8ve scheduling feature
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501 Commons 10-‐15 Copyright Cleland Marke8ng
How to “share”
501 Commons 10-‐15 Copyright Cleland Marke8ng
How to “Like”, “Follow” • As a page… • As page admin.. • A post…
501 Commons 10-‐15 Copyright Cleland Marke8ng
Multiple Administrators: Always
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501 Commons 10-‐15 Copyright Cleland Marke8ng
Beyond the Page • Is Facebook right for your organiza8on? • Cons8tuents
• Demographics • Social Media Usage • Find out which plavorms your cons8tuents like so that you don't devote
8me to the wrong plavorm.
• Engagement History • Ability to maintain connec8on/ conversa8on
• Tell Stories!
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501 Commons 10-‐15 Copyright Cleland Marke8ng
To Boost or not to Boost • Goal: use spend to get engagement and virality • Expensive $5 goes a long way if you can get likes and shares
• Use to try to get ALL your fans to know about an event or piece of news • -‐ Example: Indigenous People’s Day
• Watch to see if it is going viral. If not, pull the plug
• Ask for the share gently…you’ll get more • Have a STUNNING Image, with no more than 20% text • No posters
• PLAN YOUR BOOST • TARGET YOUR BOOST 28
501 Commons 10-‐15 Copyright Cleland Marke8ng
Plan Your Boost “Sponsored” • Make sure your Post will stand alone well: • Right column • Main Column
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501 Commons 10-‐15 Copyright Cleland Marke8ng
Plan Your Boost • What is your goal? • Fan Building • Awareness • ACTION
• For WHO? Have target in mind • Image • Impacvul • 20% Text
• Copy – First sentence IS a headline • Keep it short • Not just any post. GRAMMER • Have a “call to Ac8on” • HAVE A GOOD LINK
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Calls to Ac2on Take the Survey
RSVP Join our Team Volunteer
Register Now Get our NewsleQer Watch the Video
Call your representa8ve Sign the Pledge Tell a Friend Donate Today Buy a Bowl Support Play
501 Commons 10-‐15 Copyright Cleland Marke8ng
TARGET YOUR BOOST • Audience • Just Your Fans? • Their Friends • Public (Consider Geography of friends)
• Targe8ng • Create New Audience
• Geography • Budget • Scheduling • One Day blast? • Many day awareness? • Which gives you the most
chance for social shares? • Which will result in more
“dislikes?” 31
501 Commons 10-‐15 Copyright Cleland Marke8ng
Planned and Targeted? • Goal? • Image? • Copy? • Fan/Friends/Public? • Geography? • Scheduling?
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Stay Updated • Facebook is changing FAST • hQps://www.facebook.com/nonprofits
• Download the guide (already a bit dated) hQps://zhost.promotw.com/zpages/img/non_profit_resources/GCD_NPGuide_20140602_v3_JR.pdf Follow Non Profit Tech for good hQp://www.nptechforgood.com/2015/07/15/12-‐nonprofit-‐call-‐to-‐ac8on-‐twiQer-‐images-‐to-‐study-‐and-‐learn-‐from/ 33
501 Commons 10-‐15 Copyright Cleland Marke8ng
Your NonPro(it FB Page-‐ checklist • Invest in quality graphic design for your Avatar (a.k.a. Profile Picture), Timeline Cover, and
Tab Icons. • Turn on “Similar Page Sugges2ons” to increase your Likes. • Under Sekngs > Similar Page Sugges8ons, 8c the box to include your page when Facebook
recommends similar pages. This simple tweak could become your greatest source of new Likes.
• Post on Saturday and Sunday mornings using the na2ve scheduling func2on. • Engagement is highest on Saturday and Sunday mornings and thanks to Facebook’s na8ve
scheduling func8on your nonprofit can easily schedule weekend posts in advance. • Priori2ze uploading photos over pos2ng links. • Research consistently demonstrates that photos receive more engagement than any other
type of post – despite Facebook’s insistence otherwise. • Have more than one Admin for your Page. • To protect your nonprofit from losing access to its page, have at least two Admins with full
privileges. You can view the administra8ve privileges of various roles here. • Add an address to your page to add Facebook Loca2on. Put a Check in here sign at
recep2on • To enable fans to check-‐in to your page and thus share your page with their fans when they
check-‐in, add your physical address to your page • Add Facebook icons to your website and/or and e-‐newsle8er. • To increase the Likes of your page, prominently feature Facebook icons above the fold on
your website and/or blog and e-‐newsleQer. 34
501 Commons 10-‐15 Copyright Cleland Marke8ng
THE END
QUESTIONS?