Proving the Value of Facebook

Jul 18, 2013Download as pptx, pdf0 likes853 views

- The document provides tips and techniques for effective use of social media platforms like Facebook, including using hashtags, photos, asking questions, listening to audiences, creating relevant content for different channels, and tracking analytics. - It emphasizes focusing on relationships, qualitative data, and empowering communities rather than just pushing out content. Common challenges with Facebook are noted like difficulty fostering community and low response to ads. - Key recommendations are to spend 30% of time listening, 30% communicating, 25% creating/experimenting, and 15% tracking social media strategies.

What’s New?
• Hashtags
• New Insights
• Social Graphs
• Mobile Views
• Photo Comments

We Remember To…
• Listen and set goals
• Focus on audience
• Be relevant
• Track and analyze
• Learn and adapt

We Work to Create Content
for Every Channel
* We optimize content with donation asks, but never ask for it directly unless it’s an emergency!

The Reality of Facebook
• Difficult to foster community
• Challenging to connect with individuals
• Few people interact with brands
• Low response to advertisements

Measuring Facebook:
It’s about more than likes

Tips for Effective Facebook Posts
• Use photos
• Ask questions
• Experiment!
• Think bigger picture
• Link where applicable
• Create photo albums

Empower Your Community
• Use social media to listen
• Be consistent and form relationships
• Ask questions
• Find ways to give your supporters a voice

Listen, Communicate, Create, Track
Time on Social Media
Listening
Communicating
Creating/Experimenting
Tracking
30%
30%
25%
15%

Use Web Analytics To:
• Know your referring traffic from social
• Top content (site sections/overall)
• See earned social traffic
• Identify influential websites
• See timing and content trends
• Compare web and social audiences

Learn Your Top Fans
http://www.Crowdbooster.com

Invest in Relationships Too!
Group we created has
20 mothers blogging to
get kids outside
Grace raised $1,400
for wildlife. We met
her mom on Twitter.

Follow Helpful Resources
http://www.Bethkanter.org
http://www.mashable.com
http://www.socialbrite.org/
http://www.johnhaydon.com/

Your organization has a facebook page, and you've got a few dozen or maybe a few hundred "fans". You see the notices to "boost" your posts, but every time you have tried it, it didn't work, or you haven't even tried. This Workshop will help you understand and use facebook strategically for your non-profit. We will walk you through how to look at your "insights" Offer helpful tips on when to post, how to schedule posts, Show you where to find what kind of posts get the greatest engagement, And we'll talk about how and when to boost your site or your posts for maximum value for minimum dollars. This is a beginners workshop, but will assume that you have managed facebook for a non-profit organization, and are familiar with the interfaces. About the presenter: Katherine Cleland owns and operates Cleland Marketing, a small business that develops customized marketing for profit and growth strategies for Small Businesses. She has been creating successful campaigns in Facebook for 12 years for her many clients, and now runs facebook pages for more than a dozen small and medium businesses, including several nonprofits. Cleland Marketing focuses on technology, cleantech, and high tech businesses. She is also an advisor to the University of Washington Comotion CGF program, helping PI's define their marketing strategies. Ms. Cleland has presented seminars on marketing at the Shoreline Lunch and Learn, Oregon State Austin Family Business Conference, Linn Benton Community College, Corvallis Chamber of Commerce, and The WNHS Micro-business program and the BEC Business Boot camp. She is a relatively recent transplant to Seattle.

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Proving the Value of Facebook

2. What’s New? • Hashtags • New Insights • Social Graphs • Mobile Views • Photo Comments

3. We Remember To… • Listen and set goals • Focus on audience • Be relevant • Track and analyze • Learn and adapt

4. We Work to Create Content for Every Channel * We optimize content with donation asks, but never ask for it directly unless it’s an emergency!

5. We Cater to Passion and Audience

6. We Do NOT Just “Push it Out”

7. Our Techniques Grow and Adapt

8. The Reality of Facebook • Difficult to foster community • Challenging to connect with individuals • Few people interact with brands • Low response to advertisements

9. Measuring Facebook: It’s about more than likes

10. Tips for Effective Facebook Posts • Use photos • Ask questions • Experiment! • Think bigger picture • Link where applicable • Create photo albums

11. Empower Your Community • Use social media to listen • Be consistent and form relationships • Ask questions • Find ways to give your supporters a voice

12. Be a Reliable Resource

13. Listen, Communicate, Create, Track Time on Social Media Listening Communicating Creating/Experimenting Tracking 30% 30% 25% 15%

14. Common Response to Social Measurement

15. Create Reports with Actionable Data

16. Use Web Analytics To: • Know your referring traffic from social • Top content (site sections/overall) • See earned social traffic • Identify influential websites • See timing and content trends • Compare web and social audiences

17. Learn Your Top Fans http://www.Crowdbooster.com

18. Invest in Relationships Too! Group we created has 20 mothers blogging to get kids outside Grace raised $1,400 for wildlife. We met her mom on Twitter.

19. Collect Qualitative Data

20. Things to Consider • Users reach about 61% of their friends each month • Not everyone likes brand pages • 73% of users will “unlike” you for: – Posting too frequently – When they stop liking your product – Bad customer experience

21. Follow Helpful Resources http://www.Bethkanter.org http://www.mashable.com http://www.socialbrite.org/ http://www.johnhaydon.com/

Editor's Notes

#16: Here’s an example of NWF’s quarterly report that talks about some of the most successful blog posts. By comparing long term trends we can make educated guesses about the content that works.

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