utilizing facebook pages and groups for nonprofit organizations
DESCRIPTION
This presentation covers the latest research about Facebook Pages engagement, benchmarks, and posting reach, as well as how to best optimize Facebook Pages and Groups for developing a vibrant Facebook community. Highlighted topics in this presentation include Facebook research, understanding Edgerank, Facebook Pages strategy, content strategy (with examples), understanding Facebook Groups and best practices, Groups vs. Pages, and actionable next steps.TRANSCRIPT
Facebook Groups and PagesPresentation by Debra Askanase, Community Organizer 2.0
November 4, 2012
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Debra Askanase, Community Organizer 2.0
Online Engagement Strategist• Nonprofit exec and community
organizer• Principal at Community Organizer
2.0• Online engagement, strategy,
training and campaign consulting• Has lived in Houston, Atlanta,
Boston, Israel, and Waltham, MA• Blogs about social media +
nonprofits at www.communityorganizer20.com
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Today’s session
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FACEBOOK RESEARCH AND BEST PRACTICES
FACEBOOK GROUPS
FACEBOOK STRATEGY
FACEBOOK PAGES
5 ACTIONABLE NEXT STEPS
Research to guide your practice
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FACEBOOK RESEARCH AND BEST PRACTICES
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2012 Nonprofit Benchmarks Extra: Facebook
• Estimate 10% of your email list for Facebook fans
• 37 nonprofit organizations surveyed (mostly large organizations)
https://www.facebook.com/MRCampaigns/app_303046156449824
About 20% of fans see your content
About 2% of fans will engage with your content weekly
• Between 2010-2011, median Page growth rate was 70%
• On average, about 20% of fans see your content on any given day
• For every 1,000 fans, 6 will interact with content on any given day (.6%)
• 32% of Page reach is due to viral activity (on avg)
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Hubspot Research: posting practices
http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html#
• Best times to post links: 1pm-4pm, Wednesday at 3pm* (http://mashable.com/2012/05/09/best-time-to-post-on-facebook/)
• Best days: Sat and Sunday*• Best things: Photos• Say “I”: The word “I” garners the most Likes and
comments• Sentiment: Positive or negative posts receive far
more comments and likes than neutral ones
*each organization should test the best time and type of content, as this can be variable
7http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html#
Likes by type of post
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Share frequency by type of post
http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html#
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Pew Internet Study: Photo and video curators
http://www.communityorganizer20.com/2012/09/24/pew-study-highlights-the-explosion-of-photo-and-video-sharing/
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Pew Internet Study: Photo and video creators
http://www.communityorganizer20.com/2012/09/24/pew-study-highlights-the-explosion-of-photo-and-video-sharing/
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BuddyMedia research: Post engagement practices
http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html
• Post a question and ask for a response. It works!• Fans are happier engaging in contests with the
words “winning” and “events” than the words “contest” or “promotion.”
• Asking a question at the end of a post drives engagement
• “Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions
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ComScore: ROE of FB post frequency
13http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/
Understanding EdgeRank
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EdgeRank weight
Lightweight– Likes have little notice in the news stream
Middleweight- Likes that are “upgraded” to a comment have more weight
Heavyweight- The more interactions with the news stream item (tags, comments, likes, shares) the higher it will show in search and on the user’s Pages
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The new “if” factor: Promoted Posts
http://www.nonprofitfacebookguy.com/facebook-rolls-out-promotions-feature-for-page-posts/
• Pay $5 - $7 to promote a specific FB Post• Only most recent updates (<3 days)• Becomes a “sponsored post” • Guaranteed to be seen by more fans: bumps up
rank in the NFO• FB will tell you how many more people saw it
because you paid for the post• Only available to pages with 400+ Likes
Beyond links and updates
FACEBOOK STRATEGY
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SMART Goals: what are yours?
• Registrations• Re-enrollment• Fundraising• Satisfaction• Event registration• Other?
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Identify year-round content themes
Camp Tel Noar
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Practice real engagement to get there
Ladder of Engagement © Community Organizer 2.0
Soci
al M
edia Engage Cr
eate
s
Trust
Mov
e to
Action
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Identify the conversation
21Image by Darim Online
Camp Pembroke 22
Share pairs: What is “the conversation?”
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Trust: intimacy, mutual confiding
Time:Amount of time spent together
Reciprocity: amount of reciprocal services
Intensity: Emotional intensity, sense of closeness
You can leverage two components organizationally
Use relationship ties to foster real engagement
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Trust >> authenticity, transparency
URJ Camp Jacobs
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Be the person behind the logo
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Reciprocity >> co-creation
Camp Yavneh
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Engage with personal touches
• Send personal messages through FB to fans that post and thank them
• Post messages from your organization on their Facebook Pages
• Create groups• Don’t be afraid to become FB friends with some
of your best fans• Always be commenting – answer every one!
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Leadership Ladder of Engagement
SuperfansInternal social media leadersFans
External leaders
Bring in new fans and build content
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Content alchemy
Assess what content resonates
with your community
Optimize that content and deepen
follower engagement
Include community in content
development as contributors and
curators
Research to find out what engages
Deepen engagement, create trust
Move to action
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At your fingertips for content:Facebook features
• Types of conversations• Types of content• Interviews• Video• Special offers • Information• Highlighted stories• Pinned stories
FACEBOOK GROUPS
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Relational engagement
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At a glance: Pages vs. Groups
Feature Pages GroupsInteractivity More marketing than
relationalMore relational and collaborative than marketing
Metrics Facebook Insights No native metricsImportant features Apps, promotion (ads),
highlighting, pinningDocument upload, group chat, add a member
Post notifications Newsfeed Personal notificationsSearch No YesTypes One type Secret, Closed, and
OpenPromotion Social plugins, ads NoneFindability Higher search returns,
publicCan be private, a bit harder to find
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Facebook Groups: Secret & Closed Groups
• Secret– Develop leaders (ladder of engagement)– Plan events– Collaboration– Confidentiality issues (staff)– Cannot be found in Facebook or any public search
• Closed– Develop relationships– Cohort groups (self-identifying)– Confidentiality
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Facebook Groups: Open Groups
• Open Groups– Marketing and awareness– Inclusiveness– Develop relationships/relational feeling– Ladder of engagement for leadership development
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Alumni groups
URJ Kutz Camp Alumni Open group
Surprise Lake Alumni Assoc. Open group 36
Alumni groups
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Parent Groups
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Jacob Camp Parents Live Q &A Event
Jacobs Camp Parents FB Group 39
Camp Jacobs Live Q & A
FACEBOOK PAGES
The challenge of content with conversation to move fans to action
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Facebook Pages: Storytelling and engagement features
• Cover photo• Timeline history• Polls/Questions• Photos• Sharing graphics• Video!
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Use the cover photo to tell a story
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Take advantage of the Timeline
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Support your themes with content
Camp Herzl 45
Deepen engagement
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Video is extremely engaging
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Make it personal when you can
Camp Surprise Lake 48
Making it more personal
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Be goal-oriented, through engagement
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Key Facebook elements
• Relationship-building• Creating content that drives engagement• Creating places to drive engagement (Facebook
isn’t “just because you have to”)• Fostering a space for the conversation to happen• Measuring your activities against SMART goals
Leave here with a plan
ACTIONABLE NEXT STEPS
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Actionable steps
Know the conversationDefine SMART goals
HAVE FUN!!
Create engagement
strategy
Develop content strategy
Pages or Groups?
Measure activity against goals
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What is it that your fans care about most?Will it move them to action?-----------------------------------------------------------------------• What content supports the conversation?• What content will excite your community?• What can the community create for your content?
(collaborate and empower)• Who will collect and curate content? • How will you measure your activities against your
goals?
Bonus: Critical strategy questions
Thank you for your attention!
Feel free to follow-up with questions…
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Contacting Debra
Debra AskanaseCommunity Organizer 2.0http://[email protected]
Twitter: askdebraLinkedin: linkedin.com/in/debraaskanaseSlideshare: slideshare.net/debaskGoogle+: http://plus.to/askdebra
Telephone: (617) 682-2977