FANTASTIC FACEBOOK PAGES
[email protected] About Christy Heenan —  Certified Social Media Marketing Professional. —  Founded VirtuAll in 2007 to support non-­‐profit organizations and small businesses in their internet marketing efforts. —  Provides clients with social media strategies and training and designs and implements marketing campaigns on a variety of social networks. —  Previously held marketing positions with companies in the public, private and not-­‐for-­‐profit sectors including Public Affairs Officer for the City of Mississauga and Director of Special Event Fundraising for The Credit Valley Hospital Foundation. [email protected] Overview —  About Facebook —  Updates to Profiles, News Feeds & Privacy Settings —  Building a Fantastic Facebook Page —  Building an Effective Content and Community Engagement Strategy —  How to Measure your Success —  Strategic Facebook Pages for the Non-­‐profit Sector —  Q&A [email protected] Facebook Profiles vrs. Pages PROFILES
PAGES
•Entry Point to Facebook
•Designed for an individual
NOT a business.
•Able to have up to 5000
friends.
•Enhanced user
engagement (able to send
direct messages).
•Same overall look and feel
as FB pages.
[email protected] • Pages must be connected to
a FB Profile.
•Designed for the business
NOT the individual.
•Showcases your business
brand.
•Ability to have unlimited
number of likes (fans).
•Ability to create custom
landing pages for fans / nonfans
•Offers Analytics through
Insights.
•FB Applications.
Major Updates to Facebook —  Facebook Apps Get More Social —  New Facebook Profile Features: —  Timeline —  Real-­‐time Ticker —  Top Stories and Facebook Stories —  New Facebook Page Features —  See Your Friends Activity on Page —  Comment on Pages without Liking Them [email protected] Updates to privacy —  Family Safety Centre https://www.facebook.com/
safety —  Social Reporting Tool —  Secure connection via HTTPS [email protected] News Feeds and Top Stories [email protected] Elements of a Page 12
3
8
7
11
1
15
6
15
9
13
2
10
14
4
5
Wall Filters Two Wall Filters – “Posts by Page” and “Posts by Everyone”
Set the default as “Posts by Page” so that new users can view your content
first.
Building a Fantas7c Facebook Page CreaFng the Page —  http://www.facebook.com/pages/manage/ OpFmizing your Page How to Edit Your Page Page SeIngs Manage Permissions Basic InformaFon Profile Picture and Photo Strip Featured Likes and Page Owners MarkeFng your Page Manage Admins Facebook ApplicaFons Mobile Facebook Insights Building Effec7ve Content and Community Engagement Strategies VRS.
Content —  Read: Subscribe to top 5-­‐10 blogs in your industry. Observe trends, hot topics, new insights etc... —  Listen: Follow blog comments, social conversations on related industry topics. Survey and listen to Facebook community. —  Share: Share valuable tips, web links, discussion topics, seek feedback and comments. —  Engage: Actively solicit feedback, respond to fan comments in a timely manner. Stimulate and fuel the conversation. [email protected] Engagement —  Post Weekly Trivia (Who won last year’s race?) —  Post a new event photo and ask the community for their favourite. —  Ask audience to “like” a particular status. (“Like this if you are — 
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attending this year’s race for the cure”) Encourage fans to post content (Post a photo of them from last year’s event”) Run a special contest (through a Facebook approved app like Wildfire) Be pro-­‐active in responding consistently to fan posts and comments. Facebook Alerts will keep you on track of all incoming comments and posts. [email protected] Streamline your AcFvity —  Give your page a human touch —  Consistently create new content —  Engage in a conversation —  Create calls to action make it easy to spread the word —  Encourage fan-­‐to-­‐fan conversations —  Focus on smart branding —  Manage Expectations [email protected] Best PracFces for PosFng [email protected] Best PracFces for PosFng [email protected] Tagging Posts [email protected] PromoFng your Posts [email protected] PosFng on another Page as a Page [email protected] Impressions and Feedback [email protected] Best PracFces for PosFng —  Three biggest FB usage spikes on weekdays occur at 11am, 3pm and — 
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8pm. (EST) Biggest spike occurs at 3pm EST on weekdays, with Wednesday being the busiest day. Fans less active on Sundays compared to other days of the week. Posts made before noon EST get 65% more engagement than posts after noon. Friday posts generate the most engagement, while Saturday and Sunday have the least engagement. Interesting Note: Images are more engaging as measured by fan responses, likes, and shares than video or text. [email protected] How to Measure your Success [email protected] Community Conversion Plan [email protected] Facebook Insights [email protected] Facebook Insights [email protected] Facebook Insights [email protected] Google AnalyFcs [email protected] Email Leads [email protected] Create a Tracking Report [email protected] Strategic Facebook Pages
for the
Non-Profit Sector
[email protected] [email protected] Four Part Facebook Page Strategy for Non-Profits
Cause Building Community Building Education Fundraising Facebook Page Strategies for the Non Profit Sector
Ø  Be a student of Social Good Movements on Facebook.
http://facebook.com/nonprofits
Ø  Inspire and education first.....Fundraise second
Ø  Build an engaging landing page that educates, inspires and calls the user
to take action. (Use Like-Gating Strategies discussed in course)
Ø  Establish a Facebook Engagement Policy (Determine who in the
organization will be posting, monitoring and replying)
Ø  Use all forms of media to passionately communicate your cause (Videos,
presentations, podcasts, photos, blog posts)
Ø  Integrate blog and Flickr feeds, YouTube channel into your Page
[email protected] Facebook Page Strategies for the Non Profit Sector
Ø  Partner with other like-minded page owners to help raise awareness
about your respective causes. (Post as page owner on other pages)
Ø  Provide a collaborative atmosphere on page – solicit your community for
ideas to help further your cause (treat them as partners)
Ø  Create a content schedule – assignment someone in the organization to
share 2-3 quality posts per day.
Ø  Enlist a base FB volunteers to share your cause (and page) through their
social network connections
Ø  Create targeted Facebook Social Ads
Ø  Build subscriber base for newsletter or free offer.
[email protected] Powerful Facebook Apps for Non-Profits
Ø  FundRazr – Social Fundraising (facebook.com/fundrazr)
[email protected] Powerful Facebook Apps for Non-Profits
Ø  Giving Impact (http://givingimpact.com/help/kbase/facebook-pages)
[email protected] Powerful Facebook Apps for Non-Profits
Ø  Donations App (http://appbistro.com/t/type/donations)
[email protected] Great Social Media Tool for Non-Profits
Ø  Socializeyourcause.org
[email protected] Powerful Facebook Apps for Non-Profits
Ø  Facebook “Causes” App https://apps.facebook.com/causes/causes/new
[email protected] Great Social Media Resources for Non-Profits
ü  Wildapricot.com
ü  Nonprofitmarketingguide.com
ü  Nonprofitmediaworks.com
ü  Nonprofitfacebookguy.com
ü  Socializeyourcause.org
[email protected] QUESTIONS?
Thank you!
Christy Heenan
Founder
VirtuAll ~ online marketing solutions and support
Bus: 905-569-7524
[email protected]
www.VirtuAll.ca
www.facebook.com/VirtuAllInternetMarketing
www.twitter.com/christyheenan