Facebook Strategies for Nonprofits

501 Commons 10-‐15 Copyright Cleland Marke8ng

Katherine Cleland – ClelandMarke8ng

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For non-‐pro(its


What is Social Media •  Social media describes the online technologies and prac8ces that people use to share opinions, insights, experiences, perspec8ves, products and services with each other. (Wikipedia)

Katherine Cleland 541 231-‐4445

Use Facebook Events!


Why use social media ? •  Organiza8on Awareness •  AQract New Members/Volunteers/Clients •  Publicize Events •  Publicize Service and Advocacy •  Retain Current Members-‐ Connec8on •  Do Marke8ng Research, Feedback •  Iden8fy New Opportuni8es

The New “Word of Mouth”

Friends tell Friends

Join Like

Comment Share


Social Media: Not a Destination. A step. “All Paths lead to your Website”

•  Think about Social Media as a satellite to your organiza8on's web site and mee8ngs

•  Use social media to bring people to you, engage them, and create belonging and pride

Awareness – What is my organiza8on

Interest – My organiza8on does good stuff

Intent – I’d like to check them out

Trial – I will go to a mee8ng/event

Adop2on – I will support/join organiza8on

Reten2on– Social reinforcement


The most popular social media

Facebook – Build a Brand presence Twi8er – Brand Personality expression You Tube – Share video content for more reach Linked IN – Corporate branding & employer branding Blogs – Express ideas in detail and generate thought leadership Pinterest – Image collec8ons / Graphic content Four square -‐ Loca8on based social network Instagram – Mobile photo sharing


In other words ….


How to engage members, supporters, donors 4 type of viewers or fans: (based on engagement level) •  Unaware •  Interested •  Engaged/Member •  Inac8ve

How can you speak to all of these over 8me think about it as a rota8on


Your Non Pro(it Facebook Page •  Musts •  Profile -‐ Its goQa look great!

•  Invest in quality graphic design for your Avatar (a.k.a. Profile Picture), 8meline cover, and tab Icons.

•  Engagement -‐ be responsive •  Even if you've answered the same ques8on a million 8mes, answer it

again. Answer absolutely everyone and answer them in a 8mely manner. •  Be a PERSON •  Be relevant and interes8ng

•  90% of people who like a page NEVER come back. •  Update your most popular content, link to your website for more. Post

photos, videos, compe88ons, just make sure you know Facebook's rules!

•  Posts -‐ Schedule but don’t over-‐automate •  TwiQer cross post is a turn-‐off

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Facebook : Your Organization as a FRIEND • Helps to build organiza8on presence • Popular usage by individuals •  -‐ women 50+ fastest growing demographic

• Most popular social networking site •  Increasingly going mobile • Versa8le social media •  Losing the millenials


Facebook Recommended Use

•  Facebook Page -‐ PUBLIC •  Awareness, Interest, Advocacy, Service •  Use for your organiza8on’s PUBLIC presence •  Keep it social. Not the details of how you run organiza8on and reports-‐ keep that for insiders

•  Keep it posi8ve! Moderate discussion (hide irrelevant or inappropriate comments), encourage fans to like, comment, share

•  Facebook Groups –MEMBER Connec8on, Reten8on •  Sekng: PRIVATE Use for members only, create fellowship and connec8on BUT

•  Remember-‐ Group posts are only shown to about 16% of group members, so this should NOT be a main source of organiza8on communica8on.

•  It’s SOCIAL, not organiza8onal.


Setting up your Organization page •  Cover picture-‐ reflect your organiza8on’s personality – use a picture. Change it up!

•  Profile picture: Logo •  Use correct one!

•  Name: Organiza8on n •  Descrip8on: Use friendly language

•  Allow others to post to your page •  give members an opportunity to

post (moderated) •  Contact: Basic contact details, a contact form – how to reach you if they are interested


Working as a PAGE

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How Facebook Really Works

Viral

16%

Up to 60%

Comment


First: Get Fans •  Use “Favorites” to build partnerships – LIKE other pages •  Add a “like box” to your website •  Promote your facebook page on your newsleQer. •  Offer a quiz or contest to get people started

•  Ask ques8ons to spark conversa8on and ac8vity •  Have a real “fan” comment and get the ball rolling. (Seeded)

•  Ask your “fans” to suggest to friends on a monthly basis •  Get the staff, volunteers and Board involved. •  Engage donors with links to FB on their thank you page on website or email.

•  Boost to get fans….very strategically. TARGET

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How your fans can see more of your posts

•  Like our page, • find dropdown, •  choose get no8fica8ons


Second: Get Engagment Facebook LIVES on

• LIKES • COMMENTS • SHARES •  Your Posts MUST generate these, or it’s a wasted effort

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Facebook-‐ Missing posts! Secrets that Matter •  Facebook only shows your page posts to 12% of your “fans” on average. Not good. •  Fan is someone who has liked your page.

•  If you have a picture, about 20% of your fans will see it in their home feed.

•  Train your members: LIKE, COMMENT, SHARE •  If several people like your post, perhaps 25% will see it. •  If people comment and like, perhaps 30-‐35% will see it. •  If people share it, you can get up to 50 %of your fans to see a post

•  If many people like, comment and share, it is conceivable to get up to 100%.

Only 12%


Post Awesome Content When you understand what’s been working on your page, you’ll do it more! But how can you go beyond what has worked? USE INSIGHTS Ask yourself: •  Would I share this with my friends? •  What gets people talking? •  What trending in your cause? •  What are compe8ng nonprofits pos8ng on Facebook? •  How can we be useful or even indispensable to our community?

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Posting Strategies: •  Share related content-‐ be a curator? •  Blogs and informa8on from your website •  Informa8on from your newsleQers •  RELEVANT -‐NOT cute pictures just to get numbers

•  Tip: Post a popular post before you do an important one, and it will be seen by more people

•  Don’t overpost, Don’t overdo it. •  Number one complaint is too much unrelated content •  Check your unlikes on Insights

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•  Facebook Events •  Key Dates that are open to the public

•  Invite members, ask them to invite friends

•  Social -‐ NOT official RSVP, be sure to link to event on your website

•  Hash Tags – for trending •  Support publicity: Use ZI and UN Women Hashtags to help get women’s issues trending. e.g. #Beijing20 #Zontasaysno #yesallwomen

•  Video sharing

•  Images+ Pictures-‐ The most effec8ve element of Facebook

Key Facebook Elements to Use


•  Set events up from your Organiza8on Page •  Use pictures! Give it its own header

•  Invite members, ask them to invite friends

•  Spread awareness about the event

•  Build excitement and hype for the event

•  Help es8mate how many would aQend

•  Social -‐ NOT official RSVP, be sure to link to event on your website

Use Facebook Events


•  Regular updates •  Balance between text & images & video-‐ have an image with each post, even if you grab it from google images

•  Own – External – User content balance •  Create as many posts as you share from others

•  Make it very informal •  Do not promote too much •  Use occasional “Call to Ac8on” – but casually •  Share from other like minded groups in your area, and ask them to do the same. •  Women’s groups, service clubs, government programs, things that you would like to bring to the aQen8on of “fans” – members and non members.

•  When you share, make a short comment about why this is relevant.

Principles for Facebook Updates


Tips for Teams •  Create a FB group for admins to keep in touch •  Store content and possible shares •  Create a dropbox for your content with logos, images, videos all in one place

•  Create a pos8ng calendar-‐ •  But don’t be a slave to it

•  Use the na8ve scheduling feature

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How to “share”


How to “Like”, “Follow” •  As a page… •  As page admin.. •  A post…


Multiple Administrators: Always

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Beyond the Page •  Is Facebook right for your organiza8on? •  Cons8tuents

•  Demographics •  Social Media Usage •  Find out which plavorms your cons8tuents like so that you don't devote

8me to the wrong plavorm.

•  Engagement History •  Ability to maintain connec8on/ conversa8on

•  Tell Stories!

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To Boost or not to Boost •  Goal: use spend to get engagement and virality •  Expensive $5 goes a long way if you can get likes and shares

•  Use to try to get ALL your fans to know about an event or piece of news •  -‐ Example: Indigenous People’s Day

•  Watch to see if it is going viral. If not, pull the plug

•  Ask for the share gently…you’ll get more •  Have a STUNNING Image, with no more than 20% text •  No posters

•  PLAN YOUR BOOST •  TARGET YOUR BOOST 28


Plan Your Boost “Sponsored” •  Make sure your Post will stand alone well: •  Right column •  Main Column

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Plan Your Boost •  What is your goal? •  Fan Building •  Awareness •  ACTION

•  For WHO? Have target in mind •  Image •  Impacvul •  20% Text

•  Copy – First sentence IS a headline •  Keep it short •  Not just any post. GRAMMER •  Have a “call to Ac8on” •  HAVE A GOOD LINK

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Calls to Ac2on Take the Survey

RSVP Join our Team Volunteer

Register Now Get our NewsleQer Watch the Video

Call your representa8ve Sign the Pledge Tell a Friend Donate Today Buy a Bowl Support Play


TARGET YOUR BOOST •  Audience •  Just Your Fans? •  Their Friends •  Public (Consider Geography of friends)

•  Targe8ng •  Create New Audience

•  Geography •  Budget •  Scheduling •  One Day blast? •  Many day awareness? •  Which gives you the most

chance for social shares? •  Which will result in more

“dislikes?” 31


Planned and Targeted? • Goal? •  Image? • Copy? •  Fan/Friends/Public? • Geography? •  Scheduling?

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Stay Updated •  Facebook is changing FAST •  hQps://www.facebook.com/nonprofits

•  Download the guide (already a bit dated) hQps://zhost.promotw.com/zpages/img/non_profit_resources/GCD_NPGuide_20140602_v3_JR.pdf Follow Non Profit Tech for good hQp://www.nptechforgood.com/2015/07/15/12-‐nonprofit-‐call-‐to-‐ac8on-‐twiQer-‐images-‐to-‐study-‐and-‐learn-‐from/ 33


Your NonPro(it FB Page-‐ checklist •  Invest in quality graphic design for your Avatar (a.k.a. Profile Picture), Timeline Cover, and

Tab Icons. •  Turn on “Similar Page Sugges2ons” to increase your Likes. •  Under Sekngs > Similar Page Sugges8ons, 8c the box to include your page when Facebook

recommends similar pages. This simple tweak could become your greatest source of new Likes.

•  Post on Saturday and Sunday mornings using the na2ve scheduling func2on. •  Engagement is highest on Saturday and Sunday mornings and thanks to Facebook’s na8ve

scheduling func8on your nonprofit can easily schedule weekend posts in advance. •  Priori2ze uploading photos over pos2ng links. •  Research consistently demonstrates that photos receive more engagement than any other

type of post – despite Facebook’s insistence otherwise. •  Have more than one Admin for your Page. •  To protect your nonprofit from losing access to its page, have at least two Admins with full

privileges. You can view the administra8ve privileges of various roles here. •  Add an address to your page to add Facebook Loca2on. Put a Check in here sign at

recep2on •  To enable fans to check-‐in to your page and thus share your page with their fans when they

check-‐in, add your physical address to your page •  Add Facebook icons to your website and/or and e-‐newsle8er. •  To increase the Likes of your page, prominently feature Facebook icons above the fold on

your website and/or blog and e-‐newsleQer. 34


THE END

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Facebook Strategies for Nonprofits