facebook 101 - tech day camp
DESCRIPTION
My presentation at http://techdaycamp.com/ - 10-22-2011TRANSCRIPT
Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011
Who is John Haydon?
Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Co-Founder of SocialBrite and 501 Mission Place
Speaker: Nonprofit Technology Conference, BlogWorld, TechSoup, NetworkForGood and more...
Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Opportunity Works, Community TechKnowledge, HopeLab, Healthy Babies Project, Scholastic, TechSoup, MarketingProfs, WaterAid America, University of Massachusetts
Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011
Why Facebook?
The difference between Profiles, Pages and Groups
Aligning brand promise with your strategy (the secret sauce)
Creating a killer Facebook Page
Launching your Facebook Page
Why care about engagement?
19 ways to get more comments and likes
Measuring results
What we’ll be talking about today
Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011
4
Why Facebook?Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011
5
800 million active users (October 2011)
50% of active users log in daily
13 million new Pages connections each day
Why Facebook?An additional channel to communicate with and engage your fans
Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011
6
Why Facebook?Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011
Facebook Pages(aka “Official Page”)
Represents a cause or ideaNo customizationLimited messaging
WallSome private, some public
See:http://zmb.me/FBGroup-CaseStudy
Facebook Groups
Facebook ProfileConnect with friends
Share photosShare videos
Send messagesFan Pages
Join Groups
Facebook Profiles, Pages, Places, Community Pages & Groups
One single credential
Facebook Community Pages(aka “Unofficial Page”)
Represents a “topic or experience”.
Owned collectively by the community.
Content from Wikipedia.
Represents an organizationCustomized user experience
Target UpdatesWall
LikeBoxAll public and searchable
Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011
Facebook Pages(aka “Official Page”)
Represents a cause or ideaNo customizationLimited messaging
WallSome private, some public
Facebook Groups
Facebook ProfileConnect with friends
Share photosShare videos
Send messagesFan Pages
Join Groups
Facebook Profiles, Pages, Places, Community Pages & Groups
One single credential
Facebook Community Pages(aka “Unofficial Page”)
Represents a “topic or experience”.
Owned collectively by the community.
Content from Wikipedia.
Facebook PlacesUser-generatedCan be claimed
Can merge with a PageRepresents an organization
Customized user experienceTarget Updates
WallLikeBox
All public and searchable
Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011
Facebook Pages(aka “Official Page”)
Represents a cause or ideaNo customizationLimited messaging
WallSome private, some public
Facebook Groups
Facebook ProfileConnect with friends
Share photosShare videos
Send messagesFan Pages
Join Groups
Facebook Profiles, Pages, Places, Community Pages & Groups
One single credential
Facebook Community Pages(aka “Unofficial Page”)
Represents a “topic or experience”.
Owned collectively by the community.
Content from Wikipedia.
Facebook PlacesUser-generatedCan be claimed
Will eventually merge with PageRepresents an organization
Customized user experienceTarget Updates
WallLikeBox
All public and searchable
You can now transform a Profile
into a Page
Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011
Represents a cause or ideaNo customizationLimited messaging
WallSome private, some public
Facebook Groups
Facebook ProfileConnect with friends
Share photosShare videos
Send messagesFan Pages
Join Groups
Facebook Profiles, Pages, Places, Community Pages & Groups
One single credential
Facebook Community Pages(aka “Unofficial Page”)
Represents a “topic or experience”.
Owned collectively by the community.
Content from Wikipedia.
Facebook PlacesUser-generatedCan be claimed
Will eventually merge with Page
You can also use profiles to promote
your cause
Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011
Aligning brand promise with your Page strategy
Facebook 101 - Critical Tactics for Success
What’s the secret sauce?
Friday, October 21, 2011
Aligning brand promise with your Page strategy
Facebook 101 - Critical Tactics for Success
Your strategy should
be nothing more than
an expression of your
brand promise
Friday, October 21, 2011
Aligning brand promise with your Page strategy
Facebook 101 - Critical Tactics for Success
Fast customer service Reply quickly to comments
Innovative and creative Awesome custom tab
Value customer ideas Give props / fan photos
Convenience Facebook apps
Friday, October 21, 2011
Creating a killer Facebook Page
How create a Facebook Page: http://youtu.be/g-U_LBxIrSU
Facebook 101 - Critical Tactics for Success
• Pick a good name for your page
• Create an attractive avatar
• Increase conversions with a custom welcome tab
Friday, October 21, 2011
Before you go live
• Make sure welcome tab is as your default tab
• Remove any tabs you’re not using
• Create a short URL at http://facebook.com/username
• Make sure your Page is published
Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011
• Create a “happening” on your Page
• Email Announcement of your Page
• Embed Facebook Page Links In Your Emails
• Create An Incentive For Visitors To Fan Your Facebook Page
• Add A Likebox To Your Website
• Try Using Facebook Sponsored Story Ads
• Don’t Underestimate the power of an update
• Questions that are relevant and specific
• Praise your fans
Facebook 101 - Critical Tactics for Success
Launching your Facebook Page
Friday, October 21, 2011
Facebook 101 - Critical Tactics for Success
Why care about engagement?
Friday, October 21, 2011
To your fans, engagement
means being heard and
connecting
Facebook 101 - Critical Tactics for Success
Why care about engagement?
To you, engagement
means creating
action and awareness
Friday, October 21, 2011
• Understanding Edgerank
• Don’t Underestimate the power of an update
• Try Using Facebook Sponsored Story Ads
• Questions that are relevant and specific
• Praise your fans
Facebook 101 - Critical Tactics for Success
Why care about engagement?
Friday, October 21, 2011
Measuring results
How to use Facebook Insights: http://youtu.be/M6lZX42rIuQ
Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011
Questions?
Facebook Foundations - Critical Tactics for Success
Friday, October 21, 2011
More resources:http://nonprofitfacebookguy.com
http://www.facebook.com/InboundZombie
http://wearemedia.org
http://socialbrite.org
http://insidefacebook.com
http://marismith.com
Facebook Foundations - Critical Tactics for Success
Friday, October 21, 2011
Five template tools for custom Facebook tabs
PageModo
Lujure
FanPageEngine
TabPress
Shortstack
Free for Pages with less than 2,500 fans
$47 for three tabs
$6 per month
$15 per month
$7 per month
Facebook Foundations - Critical Tactics for Success
Friday, October 21, 2011
An Inbound Zombie publication
19 WAYS TO GET MORE COMMENTS
AND LIKES ON YOUR
FACEBOOK PAGE
Friday, October 21, 2011
Keep it short – Several studies have indicated that shorter updates (less than 100
charectors) get more comments and likes than longer updates.
1
My big ideas:_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Post during mornings and evenings – Several studies have indicated that shorter
updates (less than 100 charectors) get more comments and likes than longer updates.
2
My big ideas:_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Keep it short – Several studies have indicated that shorter updates (less than 100
charectors) get more comments and likes than longer updates.
3
My big ideas:_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Ask yes or no questions – Yes or no: Are you more likely to
answer “yes or no” questions, or open-ended ones that require time and
attention?
4
Example questions for our Facebook Page_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Ask true or false questions – This is another type of question that’s
very easy for fans to answer. Always begin these questions with “True or False”
so that fans can quickly understand that one word is all that’s required to
answer.
5
Example questions for our Facebook Page_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Ask fill in the blank questions – Another way to make is it easier for
fans to comment on your posts is to use “fill in the blank” questions. When you
ask these, always begin with “Fill in the blank:”. Your fans will be more likely to
answer a question if they know what’s expected. And everybody knows how to
answers“fill in the blank” questions.
6
Example questions for our Facebook Page_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Ask timely questions - Questions that relate to a holiday or popular event
are easy to answer because they are already on the minds of your fans. For
example: “Will you be watching the political debate tonight?”
7
Example questions for our Facebook Page_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Ask edgy questions – Green Peace does a great job with this by
asking questions like “Do you live near a nuclear power plant?”
8
Example questions for our Facebook Page_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Ask questions about a photo – Share a photo an ask your fans to
comment. For example, an animal rights org could post a photo and ask
“What’s wrong with this picture?”
9
Example questions for our Facebook Page_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Ask preference questions – When you were in college, did you
prefer essay questions or multiple choice questions?
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Example questions for our Facebook Page_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Ask who’s attending an event – You can target this question on
your Facebook Page wall so that it’s visible only to fans located near that
event. Bonus points if you share a link to your Facebook Event.
11
Example questions for our Facebook Page_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Ask for tips – Facebook users, like anyone, love to share their personal
experiences and insights. For example, an organization that works with families
can ask for tips on how to get kids out of bed earlier. This will leverage shared
experiences and nurture community among your Facebook fans.
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Example questions for our Facebook Page_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Ask humanistic questions – This approach is intended to tap into the
shared humanity of your fans. For example, The Brain Aneurysm Foundation
got great results simply by asking: “When you were first recovering from a brain
aneurysm, what gave you the most hope?”
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Example questions for our Facebook Page_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
Reply and pay attention – People skills 101 talks about
acknowledging someone when they answer a question. When your fans
answer questions, comment back and deepen the conversation.
14
Example questions for our Facebook Page_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE COMMENTS
An Inbound Zombie publicationFriday, October 21, 2011
FOLLOWING ARE 5 TIPS TO GET MORE
LIKES ON YOUR NONPROFITS
FACEBOOK PAGE
HOW TO GET MORE LIKES
An Inbound Zombie publicationFriday, October 21, 2011
Simply ask – Asking for people to “like” a specific update is often
overlooked. “Click ‘like’ if you...” is an obvious way to boost this number.
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Notes_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE LIKES
An Inbound Zombie publicationFriday, October 21, 2011
Post photos – Out of the more than 30 billion pieces of content shared
on Facebook each month, photos consistently receive the most “likes”.
Posting photos in addition to status updates, links, and videos will also
engage more fans who all have various different preferences for content.
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Notes_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE LIKES
An Inbound Zombie publicationFriday, October 21, 2011
Post videos – Videos (whether uploaded to Facebook or shared as a
link), allow fans to comment, like and share the video with their friends.
Again, ask fans to like or comment on the video.
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Notes_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE LIKES
An Inbound Zombie publicationFriday, October 21, 2011
Photo theatre – The photo theatre (a lightbox that opens whenever a
user clicks on a Facebook photo) also allow users to comment or like.
Engage fans with a photo contest by asking fans to like the best photo
within an album.
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Notes_____________________________________
_____________________________________
_____________________________________
_____________________________________
HOW TO GET MORE LIKES
An Inbound Zombie publicationFriday, October 21, 2011
Page Post Story Ads – Some of your fans may have opted out of
receiving your Page’s posts from their news feed, even though they’re still
a fan. Page Post Story Ads are a way to display the latest update from
your Page in every fan’s sidebar. Fans can then comment or like the story
directly in the ad.
19HOW TO GET MORE LIKES
An Inbound Zombie publication
Notes_____________________________________
_____________________________________
_____________________________________
_____________________________________
Friday, October 21, 2011
ABOUT JOHN
JOHN HAYDON ADVISES NON-PROFITS HOW TO
AMPLIFY THEIR FANS AND GET FOUND MORE WITH
THE INTERNET. LEARN MORE HERE.
An Inbound Zombie publicationFriday, October 21, 2011