1. Facebook 101 —
Show Impact and
Thank Your
Supporters
June 14, 2012

2. Welcome
Who We Are
• Nonprofit leader in product philanthropy since 1983.
• Consistently ranked by Forbes as one of the top 10 most efficient
charities in America.
• Distributed more than $7 billion in product donations to nonprofits
around the globe since inception.
• Handles product distribution for 125 of the Fortune 500.
• Distributes more than 50 truckloads of product donations monthly
in the United States.
• Serves nearly 30,000 pre-qualifed charities in the Good360 global
network.

3. Nonprofit Webinar Series
Today
Facebook 101 -- Show Impact and Thank Your Supporters
July 12
Twitter 101 -- Getting Started
September (TBD)
How to Build Capacity Using Pro Bono
October 24
Product Donation Logistics 101
Ongoing
Good360 101
Good360 Framing Hope Webinar
Good360 Retail Donation Program Webinar
Good360 Best Practices in Truckload Donations
Register online at: http://www.giftsinkind.org/Charities/
FREE_Webinars

4. Connect with Good360
Our social media outlets
Facebook: LinkedIn:
@Good360 Good360
Twitter: Pinterest:
@Good360org @Good360
#circleofthanks
You’ll have access to:
• Good360 news & events
• Nonprofit sector news YouTube Station:
• Sharing impact through donor thank you GiftsInKind1
campaigns
• Exclusive promotions for our Facebook and Twitter
followers

5. Great Examples from Our
Partners

6. Introduction
Annie has spent her entire career focused on
nonprofit marketing and communications. In the past
ten years, she's worked for the Evangelical Lutheran
Church in America, KaBOOM!, and now serves as the
Director of Awesomeness for Small Act. Small Act
empowers nonprofits and associations to nurture key
relationships through its social media software, Thrive
and Profile Builder. Founded in 2008 and based in
Annie Lynsen McLean, Va., Small Act proudly helps The Nature
Director of Conservancy, Children's National Medical Center and
Awesomeness over 150 other clients make the most of their social
Small Act media investment.

7. Facebook 101
Presented by
Annie Lynsen

8. What are we
going to cover?

9. What are we
going to cover?
Why is Facebook important?

10. What are we
going to cover?
Why is Facebook important?
Facebook basics

11. What are we
going to cover?
Why is Facebook important?
Facebook basics
Strategy

12. What are we
going to cover?
Why is Facebook important?
Facebook basics
Strategy
Etiquette

13. What are we
going to cover?
Why is Facebook important?
Facebook basics
Strategy
Etiquette
Measurement

14. What are we
going to cover?
Why is Facebook important?
Facebook basics
Strategy
Etiquette
Measurement
Examples

15. Key takeaways

16. Key takeaways
You can’t afford to ignore Facebook in
your marketing efforts.

17. Key takeaways
You can’t afford to ignore Facebook in
your marketing efforts.
Facebook rocks, but it’s not a silver
bullet. Like any other marketing effort,
you have to use it well to be effective.

18. Key takeaways
You can’t afford to ignore Facebook in
your marketing efforts.
Facebook rocks, but it’s not a silver
bullet. Like any other marketing effort,
you have to use it well to be effective.
Listen, be nice, measure and t weak.

19. Why bother with
Facebook?

20. Why bother with
Facebook?
Huge, highly-engaged audience. (900m)

21. Why bother with
Facebook?
Huge, highly-engaged audience. (900m)
User-friendly, inexpensive advertising
you can target very specifically based
on people’s demographics AND interests.

22. Why bother with
Facebook?
Huge, highly-engaged audience. (900m)
User-friendly, inexpensive advertising
you can target very specifically based
on people’s demographics AND interests.
Can drive tons of traffic to your
website.

23. Why bother with
Facebook?
Huge, highly-engaged audience. (900m)
User-friendly, inexpensive advertising
you can target very specifically based
on people’s demographics AND interests.
Can drive tons of traffic to your
website.
Fun fact: 46% of millionaires are on
Facebook, vs. 19% on LinkedIn

26. How can Facebook
be used?

27. How can Facebook
be used?
Get around advertising fatigue &
ineffectiveness

28. How can Facebook
be used?
Get around advertising fatigue &
ineffectiveness
“Humanize” the brand/give the brand
personality

29. How can Facebook
be used?
Get around advertising fatigue &
ineffectiveness
“Humanize” the brand/give the brand
personality
Find the customers where they spend
the most time

30. How can Facebook
be used?
Get around advertising fatigue &
ineffectiveness
“Humanize” the brand/give the brand
personality
Find the customers where they spend
the most time
Thank your sponsors, donors and
volunteers

31. Questions to ask before
you do anything

32. Questions to ask before
you do anything
What do we want to get out of this?

33. Questions to ask before
you do anything
What do we want to get out of this?
Who is our audience?

34. Questions to ask before
you do anything
What do we want to get out of this?
Who is our audience?
What stories resonate for our audience?

35. Questions to ask before
you do anything
What do we want to get out of this?
Who is our audience?
What stories resonate for our audience?
What/who do we need in place to start?

36. How do you get started?

37. How do you get started?
Listen

38. How do you get started?
Listen
Engage

39. How do you get started?
Listen
Engage
Test

40. How do you get started?
Listen
Engage
Test
Wash, rinse, repeat

41. General Facebook strategy:
Daily, share-able posts

42. General Facebook strategy:
Daily, share-able posts
Posting once a day seems to be the
sweet spot.

43. General Facebook strategy:
Daily, share-able posts
Posting once a day seems to be the
sweet spot.
Share links your audience will find
useful.

44. General Facebook strategy:
Daily, share-able posts
Posting once a day seems to be the
sweet spot.
Share links your audience will find
useful.
Consider regular campaigns (ads,
contests) to get more “likers,” but
beware of over-incentivizing. Your
value should be in your daily content.

45. What is share-able?

46. What is share-able?
Posts that help people’s daily lives

47. What is share-able?
Posts that help people’s daily lives

48. What is share-able?

49. What is share-able?
Trivia

50. What is share-able?
Trivia

51. What is share-able?

52. What is share-able?
Humor

53. What is share-able?
Humor

54. What is share-able?

55. What is share-able?
Calls to action with compelling visuals

56. What is share-able?
Calls to action with compelling visuals

57. What is share-able?

58. What is share-able?
Heart-warming images and stories

59. What is share-able?
Heart-warming images and stories

60. Get visual!

61. Get visual!
Use photos to tell your organization’s
story.

62. Get visual!
Use photos to tell your organization’s
story.
Facebook’s recent redesigns have made
images appear larger in people’s news
feeds and on your organization’s page.

63. Get visual!
Use photos to tell your organization’s
story.
Facebook’s recent redesigns have made
images appear larger in people’s news
feeds and on your organization’s page.
If you deal with sensitive populations
(children, sur vivors of abuse), post
pictures of them from the back, or use
evocative stock photography.

64. Etiquette

65. Etiquette
Don’t assume you’re talking to kids.

66. Etiquette
Don’t assume you’re talking to kids.
Be personal

67. Etiquette
Don’t assume you’re talking to kids.
Be personal
Contribute

68. Etiquette
Don’t assume you’re talking to kids.
Be personal
Contribute
Content is king!

69. Etiquette
Don’t assume you’re talking to kids.
Be personal
Contribute
Content is king!
Rarely ask others for promotion

70. Etiquette
Don’t assume you’re talking to kids.
Be personal
Contribute
Content is king!
Rarely ask others for promotion
Do promote other’s content

71. Etiquette
Don’t assume you’re talking to kids.
Be personal
Contribute
Content is king!
Rarely ask others for promotion
Do promote other’s content
Keep it relevant

72. Etiquette

73. Etiquette
Use a cover photo (note their guidelines)

74. Etiquette
Use a cover photo (note their guidelines)
Fill out all the sections on your page,
including location, etc. where applicable.

75. Etiquette
Use a cover photo (note their guidelines)
Fill out all the sections on your page,
including location, etc. where applicable.
Note contest guidelines.

76. Etiquette
Use a cover photo (note their guidelines)
Fill out all the sections on your page,
including location, etc. where applicable.
Note contest guidelines.
Say thank you - a lot!

77. Measurement

78. Measurement
Use Facebook Insights (or a similar tool)
to start tracking, right from the start:

79. Measurement
Use Facebook Insights (or a similar tool)
to start tracking, right from the start:
Likes/audience

80. Measurement
Use Facebook Insights (or a similar tool)
to start tracking, right from the start:
Likes/audience
Comments

81. Measurement
Use Facebook Insights (or a similar tool)
to start tracking, right from the start:
Likes/audience
Comments
Wall posts

82. Measurement

83. Measurement
Analyze:

84. Measurement
Analyze:
What content are people responding
to?

85. Measurement
Analyze:
What content are people responding
to?
What times/days am I getting the
most traction?

86. Measurement
Analyze:
What content are people responding
to?
What times/days am I getting the
most traction?
What conventions seem to get
attention? (length of message, type of
message, etc.)

87. Measurement

88. Measurement
Then:

89. Measurement
Then:
Replicate your success

90. Measurement
Then:
Replicate your success
Avoid repeating failures

91. Measurement
Then:
Replicate your success
Avoid repeating failures
Continue experimenting

92. Examples

96. Wrap-up:
Key takeaways

97. Wrap-up:
Key takeaways
You can’t afford to ignore Facebook in
your marketing efforts.

98. Wrap-up:
Key takeaways
You can’t afford to ignore Facebook in
your marketing efforts.
Facebook rocks, but it’s not a silver
bullet. Like any other marketing effort,
you have to use it well to be effective.

99. Wrap-up:
Key takeaways
You can’t afford to ignore Facebook in
your marketing efforts.
Facebook rocks, but it’s not a silver
bullet. Like any other marketing effort,
you have to use it well to be effective.
Listen, be nice, measure and t weak.

100. Happy annie@smallact.com
twitter.com/smallact
question time www.smallact.com

101. Questions & Answers
Contact Us
For more information:
Lindsay Jones, Manager, Nonprofit
Partnerships
Lindsay@good360.org