Christy Heenan - Fantastic Facebook Pages
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Using Facebook as a tool for nonprofit fundraising seems like a great idea, but as many nonprofits have discovered, it’s not as easy as it might look. This session provides a step-by-step approach on how to plan your Facebook strategy, create a compelling Facebook Page, establish a community management system and integrate Facebook with your web presence. Using real-life examples of nonprofits who successfully use Facebook as a tool, Christy will demonstrate how to engage donors and attract new members to your online community. Takeaways:- How to define your Facebook strategy- How to create a Fantastic Facebook Page- How to manage your online community and measure your success
Transcript of Christy Heenan - Fantastic Facebook Pages
About Christy Heenan
Certified Internet Marketing Virtual Assistant specializing in Social Media.
Provides clients with social media strategies and training and designs and implements marketing campaigns on a variety of social networks.
Founded VirtuAll in 2007 to support non-profit organizations and small businesses in their internet marketing efforts.
Previously held marketing positions with companies in the public, private and not-for-profit sectors including Public Affairs Officer for the City of Mississauga and Director of Special Event Fundraising for The Credit Valley Hospital Foundation.
Overview
About Facebook
Building a Fantastic Facebook Page
Building an Effective Content and Community Engagement Strategy
How to Measure your Success
Strategic Facebook Pages for the Non-profit Sector
Q&A
About Facebook
Facebook Profiles vrs. Pages
PROFILES
•Entry Point to Facebook
•Designed for an individual
NOT a business.
•Able to have up to 5000
friends.
•Enhanced user
engagement (able to send
direct messages).
•Same overall look and feel
as FB pages.
•Able to create targeted
friends lists and segment
content sharing.
PAGES
•Pages must be connected to
a FB Profile.
•Designed for the business
NOT the individual.
•Showcases your business
brand.
•Ability to have unlimited
number of likes (fans).
•Ability to create custom
landing pages for fans / non-
fans
•Offers Analytics through
Insights.
•Able to send “Notifications”
to Fans.
•FB Applications.
Elements of a Page
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News Feeds Two New Wall Filters – “Posts by Page” and “Posts by Everyone”
Set the default as “Posts by Page” so that new users can view your content
first.
Building a Fantastic Facebook Page
Creating the Page http://www.facebook.com/pages/manage/
Optimizing your Page
How to Edit Your Page
Page Settings
Manage Permissions
Basic Information
Profile Picture and Photo Strip
Featured Likes and Page Owners
Marketing your Page
Manage Admins
Facebook Applications
Mobile
Facebook Insights
Building Effective Content and Community Engagement Strategies
VRS.
Content
Read: Subscribe to top 5-10 blogs in your industry. Observe trends, hot topics, new insights etc...
Listen: Follow blog comments, social conversations on related industry topics. Survey and listen to Facebookcommunity.
Share: Share valuable tips, web links, discussion topics, seek feedback and comments.
Engage: Actively solicit feedback, respond to fan comments in a timely manner. Stimulate and fuel the conversation.
Engagement
Post Weekly Trivia (Who won last year’s race?)
Post a new event photo and ask the community for their favourite.
Ask audience to “like” a particular status. (“Like this if you are attending this year’s race for the cure”)
Encourage fans to post content (Post a photo of them from last year’s event”)
Run a special contest (through a Facebook approved app like Wildfire)
Be pro-active in responding consistently to fan posts and comments.
Facebook Alerts will keep you on track of all incoming comments and posts.
Your Initial Marketing Push
Your Facebook URL
Best Practices for Posting
Best Practices for Posting
Tagging Posts
Promoting your Posts
Posting on another Page as a Page
Impressions and Feedback
Best Practices for Posting
Three biggest FB usage spikes on weekdays occur at 11am, 3pm and 8pm. (EST)
Biggest spike occurs at 3pm EST on weekdays, with Wednesday being the busiest day.
Fans less active on Sundays compared to other days of the week.
Posts made before noon EST get 65% more engagement than posts after noon.
Friday posts generate the most engagement, while Saturday and Sunday have the least engagement. Interesting Note: Images are more engaging as measured by fan responses, likes, and shares than video or text.
Best Engagement Practices
Make posts at least 2-3 times per day. Remember this is NOT Twitter so be mindful of posting too much and inundating the news feeds of fans.
Mix up the types of content. (video, text, images audio)
Consider creating a content calendar. (feature fans on Monday, post videos on Tuesday, promote a weekly special etc....)
Use conversational tone in your posts. (I or We or Company)
Make sure to word posts in a way that encourages and stimulates interaction.
Set your Facebook email alerts and schedule times during the day for responding to posts and comments. (3 times per day)
Always screen your posts by the three questions: Does it educate, does it inspire, does it entertain?
Be creative, open and friendly.
Immediacy and relevance are crucial to the success of your Facebook Page.
Evaluate the impressions and feedback levels of your content to determine what types of content and engagement most interest your audience.
Add a call to action to your posts
Best Promotion Strategies Share free products and information (ebook, PDF, webinar)
Unique events –solicit email sign-up.
Holiday and time-sensitive issues
Share relevant content leading-up to a new campaign launch
Promotion videos.
Custom tabs featuring content, ecommerce applications etc...
Admin tasks for implementing Strategy
•Research and compile relevant content in Google Docs.
•Create weekly editorial calendar for FB page content.
•Post approved content.
•Monitor fan comments and responses (Watch for spam and negative feedback).
•Create an “Engagement Policy”.
•Monitor impressions and feedback to determine the most popular type of content.
Custom Branding Create a branded Welcome or Contest Page using
custom imagery
Set the custom page as the landing page for new visitors
When someone lands on your page, you should be answering these questions:
Who are you or what is your organization?
Why sound the visitor be interested in you?
What will they get out of Liking your Page?
How to Measure your Success
Community Conversion Plan
Facebook Insights
Facebook Insights
Facebook Insights
Google Analytics
Email Leads
Create a Tracking Report
Strategic Facebook Pages
for the
Non-Profit Sector
Four Part Facebook Page Strategy for Non-Profits
Cause Building
Education
Fundraising
Community Building
Facebook Page Strategies for the Non Profit Sector
Be a student of Social Good Movements on Facebook.
http://facebook.com/nonprofits
Inspire and education first.....Fundraise second
Build an engaging landing page that educates, inspires and calls the user
to take action. (Use Like-Gating Strategies discussed in course)
Establish a Facebook Engagement Policy (Determine who in the
organization will be posting, monitoring and replying)
Use all forms of media to passionately communicate your cause (Videos,
presentations, podcasts, photos, blog posts)
Integrate blog and Flickr feeds, YouTube channel into your Page
Facebook Page Strategies for the Non Profit Sector
Partner with other like-minded page owners to help raise awareness
about your respective causes. (Post as page owner on other pages)
Provide a collaborative atmosphere on page – solicit your community for
ideas to help further your cause (treat them as partners)
Create a content schedule – assignment someone in the organization to
share 2-3 quality posts per day.
Enlist a base FB volunteers to share your cause (and page) through their
social network connections
Create targeted Facebook Social Ads
Build subscriber base for newsletter or free offer.
Powerful Facebook Apps for Non-Profits
FundRazr – Social Fundraising (facebook.com/fundrazr)
Powerful Facebook Apps for Non-Profits
Giving Impact (http://givingimpact.com/help/kbase/facebook-pages)
Powerful Facebook Apps for Non-Profits
Donations App (http://appbistro.com/t/type/donations)
Great Social Media Tool for Non-Profits
Socializeyourcause.org
Powerful Facebook Apps for Non-Profits
Facebook “Causes” App https://apps.facebook.com/causes/causes/new
Great Social Media Resources for Non-Profits
Wildapricot.com
Nonprofitmarketingguide.com
Nonprofitmediaworks.com
Nonprofitfacebookguy.com
Socializeyourcause.org
QUESTIONS?
Thank you!
Christy Heenan
Founder
VirtuAll ~ online marketing solutions and support
Bus: 905-569-7524
www.VirtuAll.ca
www.facebook.com/VirtuAllInternetMarketing
www.twitter.com/christyheenan
