The All About Facebook

Workshop

Leigh Jewiss

Today we are going to learn… Why is Facebook Important for your NFP?

Understanding the Facebook Formula

Learn about the Tools of Facebook

How to create the perfect post

Creating visual content

Introduction to Facebook Advertising

Why is Facebook Important For Your

Not For Profit?

Let’s start with the ‘WHY Go Online’

Source: https://think.storage.googleapis.com/docs/consumer-barometer-insights-from-australia.pdf

Going We Are Mobile!

% Australia Population Accessing the Internet

Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

Sensis Social Media Report 2015

Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

Square Eyes

Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

Location, Location,

Location

Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

Why Facebook?

Understanding the Facebook Formula

The Decline in Reach

Source: http://fd842fe78bbffbb85cab-70874e0f3da6c64a981fba9d7d1347cc.r64.cf1.rackcdn.com/Heyo_Facebook%20Reach%20Survival%20Guide.pdf

The Facebook Formula

Source: embededsocial.com

Adding some love Posts with lots of comments

Posts with lots of likes

Post types that users seem to prefer more than others (e.g., photo, video, or status update)

Posts that reference a trending topic

Posts that receive a high volume of likes, comments, or shares in a short time

Link posts

Videos uploaded to Facebook that receive a large number of views or extended viewing duration

Posts that tag other pages within the text

Source: https://blog.bufferapp.com/facebook-news-feed-algorithm

Posts that are liked or commented on by one’s friends

Posts from pages that one interacts with often

Post types that one interacts with often

Posts from pages with complete profile information

Posts from pages where the fan base overlaps with the fan base of other known high-quality pages

Images and videos that have not previously appeared in the Open Graph

Links that have not been posted before

But avoid… Clickbait

Frequently circulated content and repeated posts

Like-baiting

Posts that include spammy links

Text-only status updates from pages

Posts that are frequently hidden or reported (a sign of low quality)

Posts that contain the words “like, comment, or share”

Posts with unusual engagement patterns (a like-baiting signal)

Source: https://blog.bufferapp.com/facebook-news-feed-algorithm

Posts that receive negative feedback categorizes as “meme content”

Posts that are classified as memes by Facebook’s visual analysis of overlayed text on image

Passive fans of a particular Facebook page may see that page’s posts bundled together in the News Feed, such that the user would need to click a link to see more from the page.

Overly promotional content from pages—pushing people to buy an app or service, pushing people to enter a contest or sweepstakes, posts that reuse the same text from ads

The Tools of Facebook

Know Your Audience

Know Your Audience

Who Is Your Target?Introducing the Customer Persona

Source: https://blog.kissmetrics.com/minds-of-saas-customers/

Oh No! Were Using the Back Up Slide

Creating the ‘Perfect’ Post

What Makes Great Content

A recent study by researchers at Cornell university has found that people share a content when it adds information and it agrees with the community’s ways of expression.

Three elements:

value,

relevance,

consistency

makes content irresistible and impossible to ignore.

Source: twittercounter.com

What Makes Great Content - Value

The greater your value proposition the more likely your content is to get shared. Valuable content is content that is useful, informational, educational and of course entertaining.

Creating value for your audience requires knowing who your audience is, what do they like and what they would find useful.

Source: twittercounter.com

What Makes Great Content - Relevance

Understand the basic characteristics of your audience and who they are – then figure out what type of content would be relevant to them.

Value and relevance will start attracting quality audience that will help your business grow to the right direction.

Source: twittercounter.com

What Makes Great Content - Consistency

Content consistency means staying true to what you and your brand stands for.

Consistency is about how your content is presented, maintaining your tone and voice and posting your content on a frequent basis.

Being consistent will help you build your brand’s credibility and develop trust with your audience.

You will meet expectations with people understanding what your content is about and will keep coming back for more.

Source: twittercounter.com

The NEW Tactics – bases on 500m Facebook posts

Source: https://blog.bufferapp.com/facebook-data-study-insights

The NEW Tactics

Source: https://blog.bufferapp.com/facebook-data-study-insights

The NEW Tactics

Source: https://blog.bufferapp.com/facebook-data-study-insights

The NEW Tactics

Source: https://blog.bufferapp.com/facebook-data-study-insights

The NEW Tactics

Creating Visual Content

Why Visual Content?? Visual content is more than 40X more likely to get shared on social media than other types of content.

Researchers found that colored visuals increase people's willingness to read a piece of content by 80%

When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.

Content with relevant images gets 94% more views than content without relevant images

Source: http://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.01nog5al1e13ef5100n1zh331h0dx

The Marketing Strategy Equation

+ =

Example – Written

On any given night in Australia 1 in 200 people are homeless

Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics

Example – Visual Content 1

Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics

Example – Visual Content 2

Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.humanrights.gov.au

Example – Visual Content 3

Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.homelessfriend.org

Example – Visual Content Analysis

Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.homelessfriend.org

Strong Emotive Image Easy To Read Static Highlight Text

Company Logo

Missing: Call To Action (CTA)

Who Does Content Well?

Source:http://prwarrior.typepad.com/

How To Create Visual Content(Bonus - they’re mostly FREE)

ToolsCanva – online visual creation tools

PicMonkey – images editing tool

Infogr.am – infographic design software

Piktochart - infographic design software

ImagesDeath To The Stock Photo – stock photos

Unsplash – stock photo

Creating the Perfect Facebook Post

A perfect Facebook post:

1. is a link

2. is brief—40 characters or fewer, if you can

3. gets published at non-peak times

4. follows other posts on a regular schedule

5. timely and newsworthy

Source: https://blog.bufferapp.com/anatomy-of-a-perfect-facebook-post

Let’s Build One

Scheduling the When

Be Aware of the WHEN

http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001876http://article.wn.com/view/2014/04/23/Aurora_theater_victims_decry_use_of_image_in_AFP_ad_against_/

…& think about how it could go wrong..

Source: http://mashable.com/2015/02/16/1-800-flowers-valentines-day/?utm_cid=mash-com-fb-main-link

1-800-Flowers is doing major damage control after a Valentine's Day fail

really think about how it could go wrong

Source: http://www.news.com.au/lifestyle/food/kkk-wednesday-promotion-backfires-for-krispy-kreme/story-fneuz8zj-1227223812426

Be Aware of the message…..

http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e9519840661100187d

http://greenpeaceblogs.org/wp-content/uploads/2012/11/Hurricane-Sandy-aftermath.jpg

• At least 53 people died in New York as a

result of the storm.

• Thousands of homes and an estimated

250,000 vehicles were destroyed during the

storm.

• Economic losses across New York were

estimated to be at least $18 billion

http://en.wikipedia.org/wiki/Effects_of_Hurricane_Sandy_in_New_York

Facebook in the Workplace

Who has access to your Social Media?

British entertainment retailer HMV

lost complete control of its social

media team, when rogue members

used the account to childishly live-

tweet a massive firing at the

company.

http://www.businessinsider.com.au/10-worst-social-media-marketing-fails-of-2013-2013-11?op=1#6-british-entertainment-retailer-hmv-lost-complete-control-of-its-social-media-team-when-rogue-members-used-the-account-to-childishly-live-tweet-a-massive-firing-at-the-company-5

What happens when things go wrong?

http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e9519840661100187b

Because it might (& probably will)

https://econsultancy.com/blog/63901-the-top-16-social-media-fails-of-2013#i.j1w0kk12e9e5ot

Consider these:Social Media Policy/Playbook

◦ Understand the different Facebook roles

(Admin, Editor, Moderator)

◦ Employee Access

◦ Account Management

◦ Acceptable Use

◦ Conduct

◦ Content

◦ Security

◦ Legal Issues

CHECK OUT: http://www.marketo.com/trust/social-media-policy.php

Introduction to Facebook Advertising

Understanding Your Advertising Purpose

How much are you willing to pay for advertising◦ Understand conversation rate

Review your advertising◦ Test, measure, review

Why are you advertising online◦ Are you going to be like McDonald’s? (long term)

◦ Campaign driven (short term)

Know your advertising BUDGET!

Know your advertising PURPOSE!

Facebook Post Boost

Facebook AdsWhat makes a good Facebook Ad?◦ Relevant to your target audience

◦ Visual

◦ Provides value

◦ Clear & compelling Call To Action

Understanding the reason for Facebook Ads

◦ What are you trying to say?

◦ What are you hoping to achieve from your ad?

Source: http://blog.hubspot.com/blog/tabid/6307/bid/33319/10-Examples-of-Facebook-Ads-That-Actually-Work-And-Why.aspx

Facebook Ads - Examples

Facebook Ad Manager

Facebook Ads – Let’s create one

Advanced Tools◦ Facebook Apps – Quizzes, Polls, Photo Competions

◦ WooBox

◦ Heyo

◦ EBook Recreation◦ SimpleBooklet

◦ Custom Audience Ads◦ Facebook Pixel

◦ List◦ Social Media Today’s Brilliant List

◦ Boostlikes

Digital Strategy

What do you want to achieve?

If you don’t know what you want, you can’t decide what you need to do, and you won’t know if you’ve been successful after you’ve done it.

What is your purpose?

Engage – Target Markets

ClientsCommunityStakeholders

Stakeholders

STAKEHOLDER ENGAGEMENT

Partners• Recognition• Seeking Support

Government• Local, State, Federal

Media

Influencers• Promotion• Education

engage

Community

COMMUNITY ENGAGEMENT

Community• Recognition• Seeking Support• Service Promotion• Service Outcomes• Dedicated Call To Actions

engage

Clients

CLIENT ENGAGEMENT

Client• Communication• Conversation

Associated Clients• Communication • Conversation• Support• Information

engage

Engagement Model -Outcomes

Clients Community Stakeholders

• Facebook Group• Communication

• Public Page• Donation

Advertising• Awareness

• Recognition• Lobby Campaign

Digital Strategy Weekly ThemeMonday

•Behind the Scenes

•About Your NFP

•Inspiration

•Project

Tuesday

•Product/Services

•Description

•Uses

•Infomercial

Wednesday

•How to Use

•Tutorial

•Best Uses

•Tips and Tricks

Thursday

•Knowledge/Experience

•Related use

•Common issues

Friday

•Industry

•News

•Updates

•Interesting

Purpose

•Create a better connection and relationship with the customer

Purpose

•Product/Service Awareness

Purpose

•Better customer experience

•Useable content

Purpose

•Awareness

•Exposure

Purpose

•Create content for customers to return

•Exposure

Outcome

•Increase customer loyalty

•Awareness

Outcome

•Request for service

•Sign-up

•Traffic Driver

Outcome

•Reduce product return

•Reduce time allocated for customer support

Outcome

•Awareness to individual

•Awareness to sponsor

Outcome

•Fresh content supports SEO

•Awareness of industry

•Gratitude

30 Day ChallengeMonday Tuesday Wednesday Thursday Friday Saturday Sunday

Take a picture of your organisation

Interview a client/volunteer

Share Content Share some inspiration

Share an event

Ask a question Post a special Share an image Promote your community

Post a Friday Fun One

Promote your other social media channels

Interview a sponsor

Detail of your program

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

10 Tips for Understanding Social Media1. It takes time and patience to build a Social Media audience – it

does not happen overnight

2. Social Media is not free – it takes time and effort

3. Understand different channels have different audiences

4. Use social media for social proofing

5. Numbers don’t matter – content is king!

Tips for Understanding Social Media6. Update regularly, give me a reason to visit/follow you

7. Decide how public or private you want to be

8. A picture says a thousand words – be visual

9. Understand that Social Media is a channel for conversation – if you wouldn’t say it/do it in real life, don’t do it on Social Media

10. There is no such thing as temporary on Social MediaInspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html

Things to do next……

Goal Setting

Name the top five goals you want to achieve through using social media.

Break down each goal and how you are going to achieve them.

What tools and platform/s do you think are the most suitable to achieve your goals?

What training is needed?

How are you going to measure the success of your social media presences?

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Would Love To Hear From You: Leigh Jewiss – RDA Illawarra

Ph: 4227 4500

leigh@rdaillawarra.com.au@leighjewiss @rdaillawarraau.linkedin.com/in/leighjewiss/