Facebook101 for Non Profits
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The document provides an overview of Facebook 101. It discusses what Facebook is, including that it is a marketing tool, digital word of mouth, and an extension of a brand. It also discusses what Facebook isn't, such as a silver bullet or free. The document then gives statistics on Facebook's large user base and engagement to explain why organizations use Facebook.
![WHAT IS YOUR LEVEL
OF FACEBOOK
EXPERIENCE?
[download and run PollAnywhere
Presenter for Mac]
Tuesday, July 26, 2011](https://image.slidesharecdn.com/facebook101compiledv3-110726090935-phpapp01/85/Facebook101-for-Non-Profits-2-320.jpg)
Facebook101 for Non Profits
- 1. FACEBOOK 101 Michelle Tresemer @tresemergroup Heidi Miller @heidimiller Lisa Mikesell @WA_Toxics Tuesday, July 26, 2011
- 2. WHAT IS YOUR LEVEL OF FACEBOOK EXPERIENCE? [download and run PollAnywhere Presenter for Mac] Tuesday, July 26, 2011
- 3. Definitions Value Marketing Positioning Statement @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 4. What Facebook is One of the tools in your marketing toolbox @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 5. What Facebook is One of the tools in your marketing toolbox An extension of your brand @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 6. What Facebook is One of the tools in your marketing toolbox An extension of your brand @tresemergroup Digital word of mouth @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 7. What Facebook is One of the tools in your marketing toolbox An extension of your brand @tresemergroup Digital word of mouth @heidimiller @WA_Toxics #NFPSM Powerful Tuesday, July 26, 2011
- 8. What Facebook isn’t Silver Bullet @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 9. What Facebook isn’t Free Brand strategy Strategized presence @tresemergroup Regular engagement @heidimiller @WA_Toxics #NFPSM Measurment and analysis Tuesday, July 26, 2011
- 10. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSM Tuesday, July 26, 2011
- 11. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSM Tuesday, July 26, 2011
- 12. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSM Tuesday, July 26, 2011
- 13. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSM Tuesday, July 26, 2011
- 14. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSM Tuesday, July 26, 2011
- 15. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSM Tuesday, July 26, 2011
- 16. Why Facebook? 700 billion active users active users that log on in 50% any given day 30+ billion average number of friends minutes per month 130 pieces of content an average 750 million user creates each month pieces of content shared 90 pieces @tresemergroup each month @heidimiller @WA_Toxics http://www.facebook.com/press/info.php?statistics #NFPSM Tuesday, July 26, 2011
- 17. Why Facebook? @tresemergroup @heidimiller @WA_Toxics #NFPSM http://blog.kissmetrics.com/social-media-by-demographic/?wide=1 Tuesday, July 26, 2011
- 18. Why Facebook? $0-25k 12% Income $25-50k 34% $50-75 32% $75-100k 12% $100-150k 7% $150k+4% 0% 10% 20% 30% 40% @tresemergroup @heidimiller @WA_Toxics #NFPSM http://blog.kissmetrics.com/social-media-by-demographic/?wide=1 Tuesday, July 26, 2011
- 19. Why Facebook? Age 65+ 2% 35-44 25-44 22% 24% 18-24 11% 45-54 0-18 26% 7% 55-64 9% @tresemergroup @heidimiller @WA_Toxics #NFPSM http://blog.kissmetrics.com/social-media-by-demographic/?wide=1 Tuesday, July 26, 2011
- 20. Why Facebook? Education No HS Diploma 10% High School 10% Some College 55% Bachelors 18% Graduate 8% 0% 15% 30% 45% 60% @tresemergroup @heidimiller @WA_Toxics #NFPSM http://blog.kissmetrics.com/social-media-by-demographic/?wide=1 Tuesday, July 26, 2011
- 21. Why Facebook? 76% 77% 71% Millenials (14-26) 61% 57% 57% 51% Gen X (27-43) 45% 48% 46% Boomers (44-62) 36% 30% 31% Matures (63-75) 14% 10% Total (14-75) 2007 2008 2009 @tresemergroup @heidimiller @WA_Toxics #NFPSM http://mashable.com/2010/01/28/baby-boomers-social-media/ Tuesday, July 26, 2011
- 22. Why Facebook? Gen Z 61% Gen Y 65% Gen X 76% Boomers 73% WWII Gen 90% 0% 90% @tresemergroup @heidimiller @WA_Toxics #NFPSM http://mashable.com/2010/01/28/baby-boomers-social-media/ Tuesday, July 26, 2011
- 23. Time costs money Schedule your time and track your data @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 24. Brand Personality Or @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 25. SEO Reinforce keywords and gain referrals and inlinks Define and measure goals @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 26. Sample Reporting @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 27. Sample Reporting bearcreek.ccsct.com Apr 28, 2009 - Apr 28, 2011 Absolute Unique Visitors Comparing to: Site Visitors 2,000 2,000 1,000 1,000 0 0 May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23 100,606 Absolute Unique Visitors Tuesday, April 28, 2009 Wednesday, April 29, 2009 Thursday, April 30, 2009 @tresemergroup @heidimiller Friday, May 1, 2009 @WA_Toxics #NFPSM Saturday, May 2, 2009 Sunday, May 3, 2009 Tuesday, July 26, 2011
- 28. Sample Reporting bearcreek.ccsct.com Apr 28, 2009 - Apr 28, 2011 Absolute Unique Visitors Comparing to: Site Visitors 2,000 2,000 1,000 1,000 0 0 May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23 100,606 Absolute Unique Visitors Tuesday, April 28, 2009 Wednesday, April 29, 2009 Thursday, April 30, 2009 @tresemergroup @heidimiller Friday, May 1, 2009 @WA_Toxics #NFPSM Saturday, May 2, 2009 Sunday, May 3, 2009 Tuesday, July 26, 2011
- 29. Sample Reporting bearcreek.ccsct.com Apr 28, 2009 - Apr 28, 2011 Absolute Unique Visitors Comparing to: Site Visitors 2,000 2,000 1,000 1,000 0 0 May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23 100,606 Absolute Unique Visitors Tuesday, April 28, 2009 +92.59% Wednesday, April 29, 2009 Thursday, April 30, 2009 @tresemergroup @heidimiller Friday, May 1, 2009 @WA_Toxics #NFPSM Saturday, May 2, 2009 Sunday, May 3, 2009 Tuesday, July 26, 2011
- 30. Sample Reporting @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 31. Sample Reporting 40000 How did they get to the site? +47% Traffic Sources 31,209 30000 Search Engines 21,269 20000 Referring sites +38% 10000 10,228 7,417 +33% @tresemergroup Google Bing 1,459 1,948 0 @heidimiller Yahoo @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 32. Sample Reporting How did they get to the site? +234% 1500 1,401 Traffic Sources 1125 +69% Search Engines 887 750 Referring sites 523 419 375 @tresemergroup Facebook 0 @heidimiller PSR.com @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 33. Sample Reporting Mobile devices @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 34. Sample Reporting Mobile devices +285% Android 5000 15.78% iPod 3750 iPad 10.02% Other 33.69% 0.26% 2500 iPhone 1250 40.25% 2009-2010 0 @tresemergroup @heidimiller 2010-2011 @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 35. Sample Reporting Mobile devices +285% 5000 Other 16.04% 3750 2500 Apple 83.96% 1250 2009-2010 0 @tresemergroup @heidimiller 2010-2011 @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 36. Sample Reporting Mobile devices Because of this data... Limit the use of Flash Use YouTube instead of Finalsite’s media manager for embedding video Launched new mobile app @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 37. Integration Facebook is digital word-of- mouth @tresemergroup @heidimiller @WA_ToxicsWA_Toxics #NFPSM Tuesday, July 26, 2011
- 38. Integration @tresemergroup @heidimiller @WA_ToxicsWA_Toxics #NFPSM Tuesday, July 26, 2011
- 39. Integration @tresemergroup @heidimiller @WA_ToxicsWA_Toxics #NFPSM Tuesday, July 26, 2011
- 40. Integration @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 41. Integration @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 42. Advertising @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 43. Advertising $30 $22.93 $24 Print Digital Target: Employer, $18 Target: Distribution gender, age, city, area, usually by zip code keywords, non-fans of Bear Creek FB page $12 Expensive Cost per click $6 Can test content $0.68 $0 @tresemergroup Print Digital @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 44. Advertising Cost per Medium Impress. Cost CPM Run Time Clicks Click Facebook 333,685 $60 $0.18 23 days 102 0.59 Redmond 25,015 $780 $31 1 day ? ? Reporter @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 45. How to run a Facebook Event Campaign @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 46. • Know your fan base • Know your event’s draw • Create a timeline How to • Topic and speaker run a • Announce on LinkedIn, Facebook • Create and share promo video Facebook • Create and share Eventbrite Event • Add to Plancast • Post and share audio podcast with speaker Campaign • Open tickets to Facebook fans first • Open tickets to Twitter fans • Live Stream event @tresemergroup @heidimiller @WA_Toxics #NFPSM • Post and share video, photos, blog posts Tuesday, July 26, 2011
- 47. Anatomy of a Facebook Page Wall settings Info information Photos Videos Events @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 48. Tuesday, July 26, 2011
- 49. Set brand + others as Wall default Tuesday, July 26, 2011
- 50. @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 51. Always let others post to your Wall @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 52. Anatomy of a Facebook Page Wall settings Info information Photos Videos Events @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 53. @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 54. Say which humans are posting and listening @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 55. Link back to site(s) Give mission statement Give product info Say which humans are posting and listening @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 56. @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 57. @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 58. @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 59. @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 60. @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 61. @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 62. @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 63. @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 64. Page Notifications @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 65. Access to Analytics @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 66. Access to Analytics @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 67. Access to Analytics @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 68. Resources Hubspot.com Mashable.com How-To Guides Dashboard/Data Marketing Tool Kits Google Analytics Dashboards and Data Tweetdeck Hootsuite Shoutlet... @heidimiller @tresemergroup @WA_Toxics Tuesday, July 26, 2011
- 69. 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
- 70. 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
- 71. Mistakes happen. How you handle them is key @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 72. Use profiles to prevent posting mishaps @tresemergroup @heidimiller @WA_Toxics #NFPSM Tuesday, July 26, 2011
- 73. 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
- 74. EXTRA SLIDE just in case Why Facebook? More than 750 million Average user creates 90 active users pieces of content each month 50% of our active users log on in any given day 30 billion+ pieces of content (web links, news Average user has 130 stories, etc.) shared each friends month People spend over 700 billion minutes per month on Facebook @tresemergroup @heidimiller @WA_toxics #NFPSM Tuesday, July 26, 2011
- 75. FACEBOOK 101 Michelle Tresemer @tresemergroup Heidi Miller @heidimiller Lisa Mikesell @WA_Toxics Tuesday, July 26, 2011