Facebook What Organizations Need To Know Detailed
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Transcript of Facebook What Organizations Need To Know Detailed
Facebook: What Organizations Need to Know
May 19, 2009
Kevin Martone and Joe RuotoloTechnology Program TeamGrinspoon Institute for Jewish Philanthropy
Celia BaczkowskiDirector of Development and Alumni RelationsSurprise Lake Camp
Facebook: What Organizations Need to Know 2May 19, 2009
Agenda: Welcome and Tech Overview (Kevin Martone) 1:00 – 1:10 Facebook: What Organizations Need to Know (Kevin)
Social Media Overview 1:10 – 1:15 Facebook – How it can be used 1:15 – 1:20 Profiles, Groups, and Pages 1:20 – 1:40 Surprise Lake Facebook Page (Celia Baczkowski) 1:40 – 1:45 Facebook Page Demo – 1:45 – 2:00 How to Use/Maintain – 2:00 – 2:10
Feedback/Questions (Kevin) 2:10 – 2:20
Facebook: What Organizations Need to Know 3May 19, 2009
Notes on Today’s Session Today’s Topic
Many camps realize Facebook and other Social Media sites are an important tool for reaching out to constituents
Facebook has recently made major changes to their Organization Pages
Each camp needs to better understand how Facebook fits into their overall outreach and communications strategy…and how they can best implement it
This presentation will give both an overview for beginners and some more in-depth assistance for more advanced users
The Presentations and Recorded Session will be available for download on http://webinar.gijptech.org within 48 hours
B) Audio pane – Select audio format. Click Audio Setup to verify Speakers & Microphone.
C) Questions pane–Attendees can submit questions and review answers.
D) Type your question and click Send to submit it to the organizer
A) Grab Tab – Click double-arrows to open/close Control Panel. Click square to toggle Viewer Window between full screen/window mode. Click hand icon to raise/lower hand. Click mic icon to mute/unmute your audio
Facebook: What Organizations Need to Know 5May 19, 2009
Options for AudioYou have two options for audio:
o Check your audio settings:o Click on the Audio Setup link on the Audio panel ORo Go to File Preferences Audio. (Fig. 1.2)
o Under Speakers Setup, select the proper device. Be sure to uncheck the Mute box. Hit OK.
o If you continue to have problems, please submit a Question and we will assist you.
1) If you want to use the Telephone, select Use Telephone. Please call the number displayed and enter both the access code and audio pin provided.
2) If you would like to use your Computer Microphone & Speakers, select the Use Mic & Speakers button. (Fig. 1.1)
Fig. 1.1
Fig. 1.2
If you are having problems hearing the Webinar through your computer:
Facebook: What Organizations Need to Know 6May 19, 2009
Interacting with Presenters & Participants
During the Session We hope these sessions will encourage participants to ask questions and share
their own experiences relating to the topic at hand. To foster this interaction, we have enabled both the “Q&A” option and the
“Raising Hand” option. Q&A – please use this feature to submit questions (or problems) to the
organizers/presenters. They can then either pose the question to the group, respond immediately, or pull all the questions together and respond at the end of the presentation.
Raising Hand – use this feature only if we specifically ask participants to do so. We may also offer polls during the session to get feedback from all participants
about their experiences, how the webinar is going, or to gather other information. After the Session
Please join the discussion on this topic in our Discussion Forums at http://forum.gijptech.org
Please find all materials from this session (including a recording of the presentation) on our Webinar page at http://webinar.gijptech.org
Facebook: What Organizations Need to Know 7May 19, 2009
Social Media – What Is It?
Thoughts? What IS Social Media? Difference between traditional websites
and Social MediaTraditional: Organization posts information for
others to read; no interactionSocial Media: Everyone has a say!
Facebook: What Organizations Need to Know 8May 19, 2009
Social Media – Why We Care
Both a Challenge and an Opportunity Challenge – Your constituents may already be
online discussing your organization, posting photos/videos. You can’t control the discussion.
Opportunity – Social Media tools can be used to build community, reconnect with constituents, learn about concerns, and continue to build and update your constituent database. For free.
Lisa Simpson: “Do you know that the Chinese use the same word for crisis as they do for opportunity?”
Homer Simpson: “Yes – Crisitunity!”
Facebook: What Organizations Need to Know 9May 19, 2009
Social Media – Important Consideration
These tools are free or low cost, but… …it takes time and resources to manage
effectively Organizations must consider the use of these
tools strategically, as part of an overall communication and outreach plan
Facebook: What Organizations Need to Know 10May 19, 2009 10
Social Media Tools
And more…
Facebook: What Organizations Need to Know 11May 19, 2009
Popular, fast-growing social media site People can group together on Facebook under
the name of your organization Listen: Where are your constituents? What are
they saying? Posting?
Facebook: What Organizations Need to Know 12May 19, 2009
Facebook – How It Can Be Used Listen
All should be doing this already!
Engage with NO official presence Leverage existing grass-roots Facebook groups Post actionable news
Engage with official presence Post actionable news Engage in discussions Message constituents Official presence can be managed by Camp, Alumni
Association, Alumni Committee, etc.
Facebook: What Organizations Need to Know 13May 19, 2009
Profiles, Groups, and Pages…Oh My! Personal Profiles
Must be an individual person If an Organization uses this, Facebook can delete at any time Needed to create/administer Groups or Pages
Groups Anyone with a Facebook Profile can create a Group on any topic Probable that Groups are already created in your Organization’s name Facebook user “Joins” a Group; becomes a “Member”
Pages For Organizations, Brands/Products, and Public Figures Only official representatives can create/administer Recently updated
More interactive More like personal profiles
Facebook user Becomes a “Fan”
Facebook: What Organizations Need to Know 14May 19, 2009
Facebook Groups What are Facebook Groups?
Facebook Groups allow Users with similar interests to group together Any Facebook User can create a Group (Do not have to be an official
representative of an Organization) Facebook Users can Join a Group, post photos, have discussions, etc.
Pros Send messages to up to 5000 Group Members’ Facebook Inbox Can make a Group Secret or Closed to ensure Members are legitimate Can remove a Member from a Group
Cons Limited Customization – Facebook Applications can’t be added Limited news feed integration – difficult to spread the word virally No Member/usage statistics
Facebook: What Organizations Need to Know 15May 19, 2009
Facebook Group – Example
Facebook: What Organizations Need to Know 16May 19, 2009
Facebook Pages What are Facebook Pages?
Facebook Pages allow users with similar interests to group together Only official representatives of an Organization can create a Page Facebook Users can Become a Fan of a Page, post photos, have
discussions, etc. Pros
Highly Customizable – Can add tabs and applications Strong news feed integration (status updates, etc.) – Viral outreach Offer Fan/usage statistics (if more than 10 Fans) Can restrict to specific ages or countries
Cons Can’t send messages to relatively prominent Facebook Inbox Can’t remove a Fan from a Page Once Pages are published, they are available to all Facebook Users
(unless age or country restrictions imposed)
Facebook: What Organizations Need to Know 17May 19, 2009
Facebook Page – Example
Facebook: What Organizations Need to Know 18May 19, 2009
So…Group or Page? Page
For an organization’s official presence on Facebook, we recommend a Page
Customizable Takes advantage of viral aspects of Facebook Only way for users to know it is the “official” presence on
Facebook However, Groups should still be reviewed and
engaged – passionate fans are administering and joining these Groups!
Facebook: What Organizations Need to Know 19May 19, 2009
Surprise Lake – Facebook Page Created Dec. 2008 920+ fans and
growing Frequent status
updates
Facebook: What Organizations Need to Know 20May 19, 2009
Surprise Lake – Facebook Page Features:
Form for submitting contact information
Link to Online Giving
Causes App Events YouTube Videos Photos
Facebook: What Organizations Need to Know 21May 19, 2009
Surprise Lake – Facebook Page Benefits:
Capture new names/emails (100+ submitted; at least 50+ new)
Welcome email with links to Alumni registration page and list of benefits they’ll receive by signing up (eNewsletters, events, etc.)
Communicate to alumni where they areLinks to website and Alumni Portal
1,100+ click-throughs from Facebook to www.surpriselake.org since creation of the Facebook Page.
Facebook: What Organizations Need to Know 22May 19, 2009
Surprise Lake – Facebook Page Key Takeaways
Want it to be interactive; return visits Try contests Other ideas?
Must keep it fresh (like website) Write status updates, send updates, welcome people who
submit forms, etc. Can link blog to Page
Consider overall communication strategy Facebook vs. all other channels Existing Facebook Alumni Association Groups vs. Camp
Page
Facebook: What Organizations Need to Know 23May 19, 2009
Demo – Making a Facebook Page
Facebook: What Organizations Need to Know 24May 19, 2009
Fundraising on Facebook Not great $ results…yet But…can engage and build
base Cultivate for other channels
Use Actionable News to drive Fans to Website Online Giving Event Registration
Various tools Causes ChipIn
Facebook: What Organizations Need to Know 25May 19, 2009
Collecting Constituent Data
Privacy restrictions in Facebook No “silver bullet” for collecting contact
info Use Actionable News to drive Fans to
WebsiteForm to enter data
Add form directly in Facebook Page eNewsletter signup widget
Facebook: What Organizations Need to Know 26May 19, 2009
How to Maintain Must maintain the presence long-term, just
like a websiteWho will maintain the Page? Who will send messages, review discussions
and pictures, etc.?How often will content be added
To truly take advantage of the viral potential of a Page, engaging content must be added frequently; fan-submitted content must be monitored on an on-going basis
Facebook: What Organizations Need to Know 27May 19, 2009
Questions?
Photo by Xurble
Facebook: What Organizations Need to Know 28May 19, 2009
Grinspoon Institute Webinars – Feedback/Questions
How did we do? How was the level of detail? What topics would you like to learn about in this format? Is there a topic you’d like to share in a future Webinar? Any other suggestions?
Facebook: What Organizations Need to Know 29May 19, 2009
Save the Date! Next Webinar… Will be back on Tuesday, September 15 at 1 PM EST Short break from our Webinars this summer In the meantime:
Check out our Webinar archives Join the discussion on our Discussion Boards Help us make these Webinars as helpful as possible to you:
If there is a specific topic you would like us to present via our Webinars, let us know!
If you would like to present in a Webinar on a specific topic, let us know!
Keep an eye out for a possible “special” Webinar over the summer…
Facebook: What Organizations Need to Know 30May 19, 2009
For More Information
This presentation and recorded session will be available in our Webinar archives by the end of the week: http://webinar.gijptech.org
GIJP Facebook Page: http://fb.gijptech.org Tech Program Blog: http://blog.gijptech.org Tech Program eNewsletter Archives:
http://enewsletter.gijptech.org