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FACEBOOK 101 Michelle Tresemer @tresemergroup Heidi Miller @heidimiller Lisa Mikesell @WA_Toxics Tuesday, July 26, 2011

Facebook101 for Non Profits

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Page 1: Facebook101 for Non Profits

FACEBOOK 101

Michelle Tresemer @tresemergroupHeidi Miller @heidimiller

Lisa Mikesell @WA_Toxics

Tuesday, July 26, 2011

Page 2: Facebook101 for Non Profits

[download and run PollAnywhere Presenter for Mac]

WHAT IS YOUR LEVEL OF FACEBOOK EXPERIENCE?

Tuesday, July 26, 2011

Page 3: Facebook101 for Non Profits

Definitions

Value

Marketing

Positioning Statement

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 4: Facebook101 for Non Profits

What Facebook is

One of the tools in your marketing toolbox

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 5: Facebook101 for Non Profits

One of the tools in your marketing toolbox

An extension of your brand

What Facebook is

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 6: Facebook101 for Non Profits

One of the tools in your marketing toolbox

An extension of your brand

Digital word of mouth

What Facebook is

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 7: Facebook101 for Non Profits

One of the tools in your marketing toolbox

An extension of your brand

Digital word of mouth

Powerful

What Facebook is

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 8: Facebook101 for Non Profits

Silver Bullet

What Facebook isn’t

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 9: Facebook101 for Non Profits

Free

Brand strategy

Strategized presence

Regular engagement

Measurment and analysis

What Facebook isn’t

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 10: Facebook101 for Non Profits

Why Facebook?700 billion

50%

30+ billion

130

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 11: Facebook101 for Non Profits

Why Facebook?700 billion

50%

30+ billion

130

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 12: Facebook101 for Non Profits

Why Facebook?700 billion

50%

30+ billion

130

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 13: Facebook101 for Non Profits

Why Facebook?700 billion

50%

30+ billion

130

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 14: Facebook101 for Non Profits

Why Facebook?700 billion

50%

30+ billion

130

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 15: Facebook101 for Non Profits

Why Facebook?700 billion

50%

30+ billion

130

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 16: Facebook101 for Non Profits

Why Facebook?700 billion

50%

30+ billion

130

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 17: Facebook101 for Non Profits

Why Facebook?

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 18: Facebook101 for Non Profits

0% 10% 20% 30% 40%

12%

34%

32%

12%

7%

4%

$0-25k

$25-50k

$50-75

$75-100k

$100-150k

$150k+

Why Facebook?

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

Income

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 19: Facebook101 for Non Profits

Age35-4422%

45-5426%

55-649%

0-187%

18-2411%

25-4424%

65+2%

Why Facebook?

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 20: Facebook101 for Non Profits

0% 15% 30% 45% 60%

10%

10%

55%

18%

8%

No HS Diploma

High School

Some College

Bachelors

Graduate

Why Facebook?

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

Education

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 21: Facebook101 for Non Profits

2007 2008 2009

45% 48%

57%

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/

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 22: Facebook101 for Non Profits

0% 90%

61%

65%

76%

73%

90%

Gen Z

Gen Y

Gen X

Boomers

WWII Gen

Why Facebook?

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 23: Facebook101 for Non Profits

Time costs money

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

Tuesday, July 26, 2011

Page 24: Facebook101 for Non Profits

Brand Personality

Or

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 25: Facebook101 for Non Profits

SEO

Reinforce keywords and gain referrals and inlinks

Define and measure goals

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 26: Facebook101 for Non Profits

Sample Reporting

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 27: Facebook101 for Non Profits

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

Comparing to: Site

0

1,000

2,000

0

1,000

2,000

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

Saturday, May 9, 2009

Sunday, May 10, 2009

Monday, May 11, 2009

Tuesday, May 12, 2009

Wednesday, May 13, 2009

Thursday, May 14, 2009

Friday, May 15, 2009

Saturday, May 16, 2009

Sunday, May 17, 2009

Monday, May 18, 2009

Tuesday, May 19, 2009

Wednesday, May 20, 2009

Thursday, May 21, 2009

Friday, May 22, 2009

Saturday, May 23, 2009

1 Google Analytics

Sample Reporting

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 28: Facebook101 for Non Profits

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

Comparing to: Site

0

1,000

2,000

0

1,000

2,000

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

Saturday, May 9, 2009

Sunday, May 10, 2009

Monday, May 11, 2009

Tuesday, May 12, 2009

Wednesday, May 13, 2009

Thursday, May 14, 2009

Friday, May 15, 2009

Saturday, May 16, 2009

Sunday, May 17, 2009

Monday, May 18, 2009

Tuesday, May 19, 2009

Wednesday, May 20, 2009

Thursday, May 21, 2009

Friday, May 22, 2009

Saturday, May 23, 2009

1 Google Analytics

Sample Reporting

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 29: Facebook101 for Non Profits

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

Comparing to: Site

0

1,000

2,000

0

1,000

2,000

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

Saturday, May 9, 2009

Sunday, May 10, 2009

Monday, May 11, 2009

Tuesday, May 12, 2009

Wednesday, May 13, 2009

Thursday, May 14, 2009

Friday, May 15, 2009

Saturday, May 16, 2009

Sunday, May 17, 2009

Monday, May 18, 2009

Tuesday, May 19, 2009

Wednesday, May 20, 2009

Thursday, May 21, 2009

Friday, May 22, 2009

Saturday, May 23, 2009

1 Google Analytics

+92.59%

Sample Reporting

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 30: Facebook101 for Non Profits

Sample Reporting

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 31: Facebook101 for Non Profits

0

10000

20000

30000

40000

21,269

7,417

1,459

31,209

10,228

1,948Google Bing Yahoo

How did they get to the site?

Traffic Sources

Search Engines

Referring sites

+47%

+38%

+33%

Sample Reporting

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 32: Facebook101 for Non Profits

How did they get to the site?

Traffic Sources

Search Engines

Referring sites

+234%

0

375

750

1125

1500

419523

1,401

887

Facebook PSR.com

+69%

Sample Reporting

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 33: Facebook101 for Non Profits

Mobile devices

Sample Reporting

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 34: Facebook101 for Non Profits

0

1250

2500

3750

5000

2009-20102010-2011

iPhone40.25%

iPad33.69%

Android15.78%

iPod10.02% Other

0.26%

Mobile devices+285%

Sample Reporting

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 35: Facebook101 for Non Profits

0

1250

2500

3750

5000

2009-20102010-2011

Apple83.96%

Other16.04%

Mobile devices+285%

Sample Reporting

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 36: Facebook101 for Non Profits

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 37: Facebook101 for Non Profits

Facebook is digital word-of-mouth

Integration

@tresemergroup@heidimiller@WA_ToxicsWA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 38: Facebook101 for Non Profits

Integration

@tresemergroup@heidimiller@WA_ToxicsWA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 39: Facebook101 for Non Profits

Integration

@tresemergroup@heidimiller@WA_ToxicsWA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 40: Facebook101 for Non Profits

Integration

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 41: Facebook101 for Non Profits

Integration

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 42: Facebook101 for Non Profits

Advertising

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 43: Facebook101 for Non Profits

$0

$6

$12

$18

$24

$30

$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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 44: Facebook101 for Non Profits

Advertising

Medium Impress. Cost CPM Run Time ClicksCost per

Click

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

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 45: Facebook101 for Non Profits

How to run a

Facebook Event

Campaign

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 46: Facebook101 for Non Profits

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

Tuesday, July 26, 2011

Page 47: Facebook101 for Non Profits

Anatomy of a Facebook Page

Wall settings

Info information

Photos

Videos

Events

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 48: Facebook101 for Non Profits

Tuesday, July 26, 2011

Page 49: Facebook101 for Non Profits

Set brand + others as Wall default

Tuesday, July 26, 2011

Page 50: Facebook101 for Non Profits

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 51: Facebook101 for Non Profits

Always let others post to your Wall

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 52: Facebook101 for Non Profits

Wall settings

Info information

Photos

Videos

Events

Anatomy of a Facebook Page

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 53: Facebook101 for Non Profits

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 54: Facebook101 for Non Profits

Say which humans are posting and

listening

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 55: Facebook101 for Non Profits

Say which humans are posting and

listening

Link back to site(s)Give mission

statementGive product info

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 56: Facebook101 for Non Profits

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 57: Facebook101 for Non Profits

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

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@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

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@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

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@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

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@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

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@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

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@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 64: Facebook101 for Non Profits

Page Notifications

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 65: Facebook101 for Non Profits

Access to Analytics

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 66: Facebook101 for Non Profits

Access to Analytics

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 67: Facebook101 for Non Profits

Access to Analytics

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 68: Facebook101 for Non Profits

@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...

Tuesday, July 26, 2011

Page 69: Facebook101 for Non Profits

Sample Set-up

HootSuite-$6 per month (2 team members)

SocialReport-$9 per month

Google Analytics-Free

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 70: Facebook101 for Non Profits

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

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 71: Facebook101 for Non Profits

Mistakes happen. How you handle them is key

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 72: Facebook101 for Non Profits

Use profiles to prevent posting mishaps

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 73: Facebook101 for Non Profits

Credits

Conversation prism by Brian Solis and JESS3

Prius by flickr user Greekgeek

Ferrari by flickr user Bakar_88

@tresemergroup@heidimiller@WA_Toxics#NFPSM

Tuesday, July 26, 2011

Page 74: Facebook101 for Non Profits

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

Tuesday, July 26, 2011

Page 75: Facebook101 for Non Profits

FACEBOOK 101

Michelle Tresemer @tresemergroupHeidi Miller @heidimiller

Lisa Mikesell @WA_Toxics

Tuesday, July 26, 2011