Advanced Social Media Facebook & YouTubeSeptember 28, 2011Kirsten Judd, Social Media StrategistNLC Social Mediawww.nlcsocialmedia.com
FacebookSetting up your Facebook Page effectivelyBanner Profile ImageLanding PageUnderstanding applications available to your organizationUsing Facebook advertisingHow to grow and interact with your followers
Agenda Part One
Agenda Part TwoYouTubeSetting up your YouTube channelUsing YouTube for marketing and advertisingUsing YouTube for customer serviceIncrease followers (subscribers) to your YouTube channelLearn about the type of videos supported at YouTube, what you can/cant do with your videos
Goals for the dayKeep this training very informal, ask questions when you think of themSet up your Facebook & YouTube accounts effectivelyIncrease your comfort level and understanding of using Facebook & YouTube for your organizationLearn new ways to connect with your audience via Facebook & YouTubeEnjoy some time out of the office!
Fan Page or Group? Or Both?Fan PageGroupPages are better for brands and organizations who want to interact with their fans without having them connected to a personal accountAble to create ads and eventsCan host applicationsNo limit on fansNo connection to an individualIndexed by search enginesGroups are great for organizing on a personal level and for smaller scale interaction around a causeCan create ads and eventsNo applications5,000 group members maxMore control of who can participate (permissions)Connected to the person who moderates the groupNot indexed by search engines
Setting up your Fan PageTo administer a page, you must have a Facebook accounthttp://www.facebook.com/pages/create.php
Setting up your Fan PageChoose non-profit organizationEnter organization nameAgree to the termsClick get started
Add photo or logo (CLICK SKIP FOR NOW)
Setting up your Fan PageAdd ContactsYour friendsColleaguesCoworkersContacts of organizationSupporters (CLICK SKIP FOR NOW)
(We) are now on Facebook! Please Like our page so we can stay in touch! Stay tuned for a few exciting announcements about upcoming events. We greatly appreciate your support!
Setting up your Fan PageAdd WebsiteAdd short description of organization (CLICK SKIP FOR NOW)
Click Edit Info to update:
Banner Profile ImagesFirst impressionsCreates a Visual AppealElongates your pageSpeaks volumes with a photo or image
Sizes can varyRecommend 350x650 pxCreate image and save as a jpeg the upload to photos section
Landing PagesStaticIFrameTab (app)
Teaser to visitors of your page who have not Liked your pageIf they like what they see, they will Like your page to see more
Need to create a full page advertisement that shows the uniqueness of your organization Can always add this later
Apps to considerContact Formhttp://www.facebook.com/contact.formYouTubehttp://www.facebook.com/apps/application.php?id=87741124305StaticIFrameTabhttp://www.facebook.com/StaticIFrameTabhttp://www.facebook.com/iframehostWhatGives? Donation Apphttp://www.facebook.com/apps/application.php?id=113470028707068Causes Apphttp://www.facebook.com/causes
How to feed your pageInteraction with FansGive them plenty of things to do, think about, tips, tricks, tidbits, triviaCreate eventsAsk open-ended questions to evoke responsesShare positive uplifting stories, testimonials, photos, videos, links to storiesCreate conversation ask questions, answer questions and say thank you to your fansMOST IMPORTANT: LISTEN to what your Fans are saying
Advertising on FacebookSimple way to reach new customers/supporters in a very targeted approachIdentify what you want to promoteChoose your demographicsSet your budget (daily or PPC)Design an eye catching adPlace your adReview results in Ads Manager
Facebook AdvertisingTarget the Right PeopleThink about the profiles of the people you want to reach with your ads, and select criteria based on what your audience is interested inYou can target by:Location, Language, Education, and Work, Age, Gender, Birthday, and Relationship Status Likes & Interests: Select Likes & Interests such as heathcare", advocacy", or children Friends of Connections Connections
Daily Budget: Set the maximum amount you want to pay each day - once you hit your daily budget your ad will no longer show Bid Price: Set a bid within or above the suggested range, and check your Ads Manager often to update it when the suggested range changes
Set a budget that will allow you to effectively reach your target audience, and check your campaign performance oftenCPC vs CPM : Determine if you want to pay on a cost-per-click (CPC) or cost-per-impression (CPM) basis
Manage Your BudgetFacebook Advertising
Expand your reachPromote your Facebook page everywhereIn-store signage; window clingsEmail signaturesBusiness cards, letterheadWebsite (add a Like Box)Add a vanity URL - facebook.com/usernameafter you have 25 fans
Understanding YouTube for Nonprofits& how to use it in your organization
Creating your YouTube ChannelCreate a YouTube account or Google account to create your channel
Sign into your account to start customizing
Creating your YouTube ChannelGo to Channel Design, choose a color scheme to match your logo or other materials, and decide which modules you'd like to display on your public profile.
Continue completing the settings, add logo/photo, post information about your organization, and choose your primary video.The primary video will play automatically each time your channel is visited.
Expanding your reach with YouTube Create Direct Dialogue Videos Make videos that create a dialogue about your organizations work, mission, and what you're trying to achieve. Ask questions and solicit video responses. Respond back with video responses. Creating conversation / relationships.
Expanding your reach with YouTube Create Call to Action Videos Harness the power of user-generated content by asking supporters to submit videos to your cause. Create an internal group to review these videos; find ways to give recognition to the best ones.Respond back with video responses.Creating conversation / relationships.
Expanding your reach with YouTube Create Videos that Tell Serial Stories Engage viewers with a series of videos that tell a story around a specific theme, and keep them coming back for more. Once you've created a few episodes, put them into a playlist. This allows you to develop several video narratives targeted at particular demographics.
Expanding your reach with YouTube Create Videos that Respond to Current Events Address relevant news stories by posting videos that explain your position. You can then embed them in emails to your supportersa video message can be more effective than an email.Create Videos that Use Endorsements Whether they're from celebrities or people you've impacted, it helps to have supporters talk about why your work matters.
Expanding your reach with YouTube Create Videos that Respond to Complaints or Concerns Often, multiple people share a concern but only one will voice it. Use your video to address them all. Partner Up Create videos in conjunction with other organizations that compliment your mission or can assist you in promoting your cause.
Keys to a successful YouTube ChannelReach Out Post videos that get YouTube viewers talking, and then stay in the conversation with comments and video responses.Keep It Fresh Put up new videos regularly and keep them shortideally under 5 minutes.Spread Your Message Share links and the embed code for your videos with supporters so they can help get the word out.Be Genuine High view counts come from content that's compelling, rather than what's "hip."
Take donations via YouTubeSign up for Google checkout merchant accountGo to your Google Checkout Options, enter your ID and Merchant Key, and choose donation amounts. Once you've filled in the information, the button will appear on your public profile and all of your video pages.
Make the Most of your YouTube ChannelCustomize your own channel consistent with the look of your other social networks Add subtitles to your videos ~ YouTube made this available in March ~ opens up your videos to the hearing-impairedEngage with the YouTube community (if not individuals then with content or channels that connect with your line of work)Organize your content (create lists of types of videos)Promote your videos on your other social networks (add it to Facebook, embed videos to your website or blog, tweet about it, etc.)
Keys to making great videosProvide good content in an engaging way (shock, surprise, humor, heartfelt)Keep videos 2-3 minutes longExcellent qualityAlways upload video in its original format and the highest quality possibleBeware of music restrictions
Video formats supportedWebM files - Vp8 video codec and Vorbis Audio codecs.MPEG4, 3GPP and MOV files - Typically supporting h264, mpeg4 video codecs, and AAC audio codec.AVI - Many cameras output this format - typically the video codec is MJPEG and audio is PCM.MPEGPS - Typically supporting MPEG2 video codec and MP2 audio.WMV.FLV - Adobe-FLV1 video codec, MP3 audio