Gen AI in Business - Global Trends Report 2024.pdf
Facebook101 for Non Profits
1. FACEBOOK 101
Michelle Tresemer @tresemergroup
Heidi Miller @heidimiller
Lisa Mikesell @WA_Toxics
Tuesday, July 26, 2011
2. WHAT IS YOUR LEVEL
OF FACEBOOK
EXPERIENCE?
[download and run PollAnywhere
Presenter for Mac]
Tuesday, July 26, 2011
3. Definitions
Value
Marketing
Positioning Statement
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
4. What
Facebook is
One of the tools in your
marketing toolbox
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
5. What
Facebook is
One of the tools in your
marketing toolbox
An extension of your brand
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
6. What
Facebook is
One of the tools in your
marketing toolbox
An extension of your brand
@tresemergroup Digital word of mouth
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
7. What
Facebook is
One of the tools in your
marketing toolbox
An extension of your brand
@tresemergroup Digital word of mouth
@heidimiller
@WA_Toxics
#NFPSM Powerful
Tuesday, July 26, 2011
8. What
Facebook isn’t
Silver Bullet
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
9. What
Facebook isn’t
Free
Brand strategy
Strategized presence
@tresemergroup
Regular engagement
@heidimiller
@WA_Toxics
#NFPSM
Measurment and analysis
Tuesday, July 26, 2011
10. Why Facebook?
700 billion active users
active users that log on in
50%
any given day
30+ billion average number of friends
minutes per month
130
pieces of content an average
750 million user creates each month
pieces of content shared
90 pieces
@tresemergroup each month
@heidimiller
@WA_Toxics http://www.facebook.com/press/info.php?statistics
#NFPSM
Tuesday, July 26, 2011
11. Why Facebook?
700 billion active users
active users that log on in
50%
any given day
30+ billion average number of friends
minutes per month
130
pieces of content an average
750 million user creates each month
pieces of content shared
90 pieces
@tresemergroup each month
@heidimiller
@WA_Toxics http://www.facebook.com/press/info.php?statistics
#NFPSM
Tuesday, July 26, 2011
12. Why Facebook?
700 billion active users
active users that log on in
50%
any given day
30+ billion average number of friends
minutes per month
130
pieces of content an average
750 million user creates each month
pieces of content shared
90 pieces
@tresemergroup each month
@heidimiller
@WA_Toxics http://www.facebook.com/press/info.php?statistics
#NFPSM
Tuesday, July 26, 2011
13. Why Facebook?
700 billion active users
active users that log on in
50%
any given day
30+ billion average number of friends
minutes per month
130
pieces of content an average
750 million user creates each month
pieces of content shared
90 pieces
@tresemergroup each month
@heidimiller
@WA_Toxics http://www.facebook.com/press/info.php?statistics
#NFPSM
Tuesday, July 26, 2011
14. Why Facebook?
700 billion active users
active users that log on in
50%
any given day
30+ billion average number of friends
minutes per month
130
pieces of content an average
750 million user creates each month
pieces of content shared
90 pieces
@tresemergroup each month
@heidimiller
@WA_Toxics http://www.facebook.com/press/info.php?statistics
#NFPSM
Tuesday, July 26, 2011
15. Why Facebook?
700 billion active users
active users that log on in
50%
any given day
30+ billion average number of friends
minutes per month
130
pieces of content an average
750 million user creates each month
pieces of content shared
90 pieces
@tresemergroup each month
@heidimiller
@WA_Toxics http://www.facebook.com/press/info.php?statistics
#NFPSM
Tuesday, July 26, 2011
16. Why Facebook?
700 billion active users
active users that log on in
50%
any given day
30+ billion average number of friends
minutes per month
130
pieces of content an average
750 million user creates each month
pieces of content shared
90 pieces
@tresemergroup each month
@heidimiller
@WA_Toxics http://www.facebook.com/press/info.php?statistics
#NFPSM
Tuesday, July 26, 2011
22. Why Facebook?
Gen Z 61%
Gen Y 65%
Gen X 76%
Boomers 73%
WWII Gen 90%
0% 90%
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM http://mashable.com/2010/01/28/baby-boomers-social-media/
Tuesday, July 26, 2011
23. Time costs money
Schedule your time and track your data
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
24. Brand Personality
Or
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
25. SEO
Reinforce keywords and gain referrals and inlinks
Define and measure goals
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
27. Sample Reporting
bearcreek.ccsct.com Apr 28, 2009 - Apr 28, 2011
Absolute Unique Visitors Comparing to: Site
Visitors
2,000 2,000
1,000 1,000
0 0
May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23
100,606 Absolute Unique Visitors
Tuesday, April 28, 2009
Wednesday, April 29, 2009
Thursday, April 30, 2009
@tresemergroup
@heidimiller Friday, May 1, 2009
@WA_Toxics
#NFPSM Saturday, May 2, 2009
Sunday, May 3, 2009
Tuesday, July 26, 2011
28. Sample Reporting
bearcreek.ccsct.com Apr 28, 2009 - Apr 28, 2011
Absolute Unique Visitors Comparing to: Site
Visitors
2,000 2,000
1,000 1,000
0 0
May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23
100,606 Absolute Unique Visitors
Tuesday, April 28, 2009
Wednesday, April 29, 2009
Thursday, April 30, 2009
@tresemergroup
@heidimiller Friday, May 1, 2009
@WA_Toxics
#NFPSM Saturday, May 2, 2009
Sunday, May 3, 2009
Tuesday, July 26, 2011
29. Sample Reporting
bearcreek.ccsct.com Apr 28, 2009 - Apr 28, 2011
Absolute Unique Visitors Comparing to: Site
Visitors
2,000 2,000
1,000 1,000
0 0
May 4 Jul 9 Sep 13 Nov 18 Jan 23 Mar 30 Jun 4 Aug 9 Oct 14 Dec 19 Feb 23
100,606 Absolute Unique Visitors
Tuesday, April 28, 2009
+92.59%
Wednesday, April 29, 2009
Thursday, April 30, 2009
@tresemergroup
@heidimiller Friday, May 1, 2009
@WA_Toxics
#NFPSM Saturday, May 2, 2009
Sunday, May 3, 2009
Tuesday, July 26, 2011
35. Sample Reporting
Mobile devices
+285%
5000
Other
16.04%
3750
2500 Apple
83.96%
1250
2009-2010 0
@tresemergroup
@heidimiller
2010-2011
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
36. Sample Reporting
Mobile devices
Because of this data...
Limit the use of Flash
Use YouTube instead of
Finalsite’s media manager for
embedding video
Launched new mobile app
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
37. Integration
Facebook is
digital word-of-
mouth
@tresemergroup
@heidimiller
@WA_ToxicsWA_Toxics
#NFPSM
Tuesday, July 26, 2011
38. Integration
@tresemergroup
@heidimiller
@WA_ToxicsWA_Toxics
#NFPSM
Tuesday, July 26, 2011
39. Integration
@tresemergroup
@heidimiller
@WA_ToxicsWA_Toxics
#NFPSM
Tuesday, July 26, 2011
40. Integration
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
41. Integration
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
42. Advertising
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
43. Advertising
$30
$22.93 $24
Print Digital
Target: Employer,
$18
Target: Distribution gender, age, city,
area, usually by zip code keywords, non-fans of
Bear Creek FB page
$12
Expensive Cost per click $6
Can test content $0.68
$0
@tresemergroup
Print Digital
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
44. Advertising
Cost per
Medium Impress. Cost CPM Run Time Clicks
Click
Facebook 333,685 $60 $0.18 23 days 102 0.59
Redmond
25,015 $780 $31 1 day ? ?
Reporter
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
45. How to
run a
Facebook
Event
Campaign
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
46. • Know your fan base
• Know your event’s draw
• Create a timeline
How to • Topic and speaker
run a • Announce on LinkedIn, Facebook
• Create and share promo video
Facebook • Create and share Eventbrite
Event • Add to Plancast
• Post and share audio podcast with speaker
Campaign • Open tickets to Facebook fans first
• Open tickets to Twitter fans
• Live Stream event
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
• Post and share video, photos, blog posts
Tuesday, July 26, 2011
47. Anatomy of a Facebook
Page
Wall settings
Info information
Photos
Videos
Events
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
49. Set brand + others
as Wall default
Tuesday, July 26, 2011
50. @tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
51. Always let others
post to your Wall
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
52. Anatomy of a Facebook
Page
Wall settings
Info information
Photos
Videos
Events
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
53. @tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
54. Say which humans
are posting and
listening
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
55. Link back to site(s)
Give mission
statement
Give product info
Say which humans
are posting and
listening
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
56. @tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
57. @tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
58. @tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
59. @tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
60. @tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
61. @tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
62. @tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
63. @tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
65. Access to Analytics
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
66. Access to Analytics
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
67. Access to Analytics
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
68. Resources
Hubspot.com
Mashable.com
How-To Guides
Dashboard/Data
Marketing Tool Kits Google Analytics
Dashboards and Data Tweetdeck
Hootsuite
Shoutlet...
@heidimiller @tresemergroup @WA_Toxics
Tuesday, July 26, 2011
69. Sample Set-up
HootSuite-$6 per month (2 team members)
SocialReport-$9 per month
Google Analytics-Free
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
70. Beware of Jargon!
Identify relevant and compelling hooks for the
audience, create content around the hooks and
integrate it into their social repertoires
Build loyalty & increased engagement through ongoing
conversation and brand experience
Expose new and relevant communities to the brand by
providing assets to encourage brand evangelism
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
71. Mistakes happen. How you
handle them is key
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
72. Use profiles to prevent
posting mishaps
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
73. Credits
Conversation prism by Brian Solis and JESS3
Prius by flickr user Greekgeek
Ferrari by flickr user Bakar_88
@tresemergroup
@heidimiller
@WA_Toxics
#NFPSM
Tuesday, July 26, 2011
74. EXTRA SLIDE just in case
Why Facebook?
More than 750 million Average user creates 90
active users pieces of content each
month
50% of our active users
log on in any given day 30 billion+ pieces of
content (web links, news
Average user has 130 stories, etc.) shared each
friends month
People spend over 700
billion minutes per
month on Facebook @tresemergroup
@heidimiller
@WA_toxics
#NFPSM
Tuesday, July 26, 2011
75. FACEBOOK 101
Michelle Tresemer @tresemergroup
Heidi Miller @heidimiller
Lisa Mikesell @WA_Toxics
Tuesday, July 26, 2011
![WHAT IS YOUR LEVEL
OF FACEBOOK
EXPERIENCE?
[download and run PollAnywhere
Presenter for Mac]
Tuesday, July 26, 2011](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)