Darim webinar with guest expert, Andrew Cohen, January 24, 2012

1. Facebook
Connecting with Constituents,
Creating Community
Andrew Cohen
January 24, 2012

2. Housekeeping
Questions
Please submit your questions via the chat feature. We will
have about 15 minutes for Q&A at the end of the webinar.
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3. I Am…
Andrew Cohen
Managing Director
@AndrewJCohen
acohen@forumone.com

4. Today...
Where does Facebook fit?
Pages vs. Groups
First Steps
Making Connections
Facebook Insights
Dos and Don’ts

5. Why Facebook Matters

6. Why Facebook Matters
800 Million Global Users

7. Why Facebook Matters
800 Million Global Users
50% log in daily

8. Why Facebook Matters
800 Million Global Users
50% log in daily
160 million users in U.S.

9. Why Facebook Matters
800 Million Global Users
50% log in daily
160 million users in U.S.
Most popular photo sharing site

10. ≠

11. JUST PIECES OF A PUZZLE

12. A Social Presence Framework
Presence Framework
Home Base Outposts Passports
50% of time 40% of time 10% of time

13. Community
Building &
Social
Share
Networking
Generate Content
Listen Participate Buzz
1 hr 5 hr 8 hr 12
Less Time hr More time
Adapted from: http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html

14. Photo: http://www.flickr.com/photos/chasingbutterflies
First Steps

15. Groups vs. Pages
“New”
Groups Pages
Purpose Small groups Mass movements
Open, closed or
Privacy Always open
Secret
Vanity URLs
Engagement
Metrics

16. www.facebook.com/pages/create.php

17. www.facebook.com/pages/create.php

21. Add an image
Post updates
Publish!
Invite friends
Tell fans
Promote

22. Browse As Page

23. Notifications: On Page

24. Edit Page > Your Settings

25. Notifications: Email

26. Account Settings > Notifications

27. Making Connections

29. Growing Fans
Content, content, content!
Promote on your homebase
Facebook Ads
Track and Adapt

30. Posting Principles
• Post often: 3+ times/week
• Be interesting, engaging
• Ask questions
• Reply to comments
• Say “thank you”
• Audience before ask

33. Promote On Your Site (Like Button)

34. Promote On Your Site (Like Button)
http://developers.facebook.com/docs/reference/plugins/like

35. Promote On Your Site (Like Button)
http://developers.facebook.com/docs/reference/plugins/like

36. Facebook Ads

37. Facebook Ads: Targeting

38. Insights

39. Track And Adapt
Insights

43. Inline Insights

44. In Summary...
Audience growth comes from...
Content, content, content!
Self-promotion (on your website/emails)
External promotion (Facebook Ads, etc.)
Track and adapt

45. Don’ts

46. Don’t
Be boring

47. Don’t
Be boring
Post too often

48. Don’t
Be boring
Post too often
Ask too often

49. Don’t
Be boring
Post too often
Ask too often
Do too much

50. Wrapping Up...

51. Final Tips
• One piece of the puzzle
• Build your home base first
• Use Pages not Groups
• Build audience before asking
• Start small
• Analyze and adjust

52. Resources
Forum One Resources www.forumone.com/facebook-resources
Nonprofits on Facebook www.facebook.com/nonprofits
Facebook Pages Page https://www.facebook.com/FacebookPages

53. Questions & Answers

54. Thank You!
Andrew Cohen
Managing Director
@AndrewJCohen
acohen@forumone.com