The Complete Facebook Guide For Small Non-Profits - John Haydon

T h e C o m p l e t e F a c e b o o k G u i d e F o r S m a l l N o n - P r o fi t s [ C C ]

2010 - John Haydon

The Complete Facebook Guide F o r S m a l l N o n - P r o fi t s (with embedded video tutorials and case studies)

Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.

I. Introducing Facebook for Non-‐Profits .........................................................................................5 3 Ways Facebook Will Radically Change Your Nonprofit ............................................................5 Facebook Groups and Pages – Features, Benefits And Killer Tips ..............................................7 Facebook Pages and Facebook Groups – The UlKmate Nonprofit Cheat Sheet .........................9 How to Use Facebook for Business (and non-‐profits) ...............................................................11 How Facebook turns acKve users into community managers – without paying a dime (video) ..................................................................................................................................................15 Why Facebook, TwiUer and Google Are Your Non-‐Profit’s New Home Page ...........................16 Facebook Win Against Google – What It Means For You .........................................................17 You need a beUer reason .........................................................................................................19 II. CreaKng a Facebook Page ........................................................................................................20 Why the Title Of Your Facebook Page Is Absolutely CriKcal .....................................................20 How To Create A Powerful And Engaging Facebook Page ........................................................20 How to create a Facebook Page in less than four minutes .......................................................26 How to build a Facebook community (14 “levers” you need to be pulling) .............................26 Twelve Steps To CreaKng A Bootylicious Facebook Page .........................................................37 How To Choose The Best Admin Se`ngs For Your Nonprofit Facebook Page (Video) .............41 How To Create A Custom URL For Your Facebook Page In 70 Seconds ....................................43 III. Customizing a Facebook Page .................................................................................................44 How To Embed A Social Or Fundraising Widget Into Your Facebook Page-‐-‐ Video Tutorial .....44 How To Use Facebook “Notes” To Get More Traffic ..................................................................45 How to automaKcally feed your blog posts into your Facebook Page – a video tutorial .........49 How to add an interacKve sidebar to your Facebook Page ......................................................50 How To Create An IncenKve For Visitors To Fan Your Facebook Page ......................................51 How to reveal content on your Facebook Page only when someone clicks like .......................53 How to collect email subscribers on your Facebook Page ........................................................54 Facebook Pages To Drop “Become A Fan” Feature ...................................................................56



2010 - John Haydon

IV-‐ Make your Facebook Page Do Tricks (widgets, tools and add-‐ins for your Page) ....................58 How To Link Your TwiUer Page and Facebook Profile For Social Media Sanity .........................58 Video Tutorial: Tweetdeck Now Has Facebook Status IntegraKon Using Facebook Connect ...60 What are fundraising widgets and how can non-‐profits use them? ........................................61 How to add a Facebook Page Fanbox to your website (and customize it) ................................62 Accept gij cards as donaKons with givezooks! ........................................................................64 How to update your Facebook Page from your cell phone ......................................................66 8 New Facebook Social Plugins And How They’ll Socialize Your Nonprofit Website ................68 Amplify your nonprofit event with Facebook’s new Live Stream plugin ..................................72 V-‐ Your Facebook Community .......................................................................................................74 How do I get my Nonprofit’s Facebook fans to donate? ..........................................................74 How to target your Facebook Page updates and streams ........................................................75 Improved Facebook search allows you to see who actually cares about your non-‐profit or business ....................................................................................................................................77 How to manage your non-‐profit Facebook Page community with Seesmic .............................80 Eleven Simple Stats That Must Be Measured On Your Facebook Page ....................................81 How To Use Facebook Insights To Measure Engagement .........................................................86 Three killer tools to measure your Facebook clout ...................................................................87 The Shelf Life of a Facebook Like ..............................................................................................90 VI-‐Facebook Extras .......................................................................................................................93 Enhanced Facebook Groups – What they mean for your non-‐profit’s cause ...........................93 5 Tips to Revive a Fading Facebook Group ...............................................................................94 What Are Facebook “Community” Pages Anyhow? .................................................................96 How to search Facebook status updates ..................................................................................98 Does the Age of Facebook make blogging more criKcal for nonprofits? ..................................99 Why Merriam-‐Webster Should Make “Social Media” A Verb (or Advanced Facebooking For Stunt Doubles) ........................................................................................................................101 Five CriKcal Facebook Tips From Randi Zuckerberg ................................................................102


Dear You, The way small nonprofits interact with their donors has radically changed over the past few years. Facebook in particular has given your constituants new ways to support and engage with your cause - and share these actions with friends. This ebook is a comprehensive “brain-dump” of strategies and tactics I’ve shared over the past couple of years to help small nonprofits get more out of using Facebook. Youʼll also find hot-linked video tutorials and case studies throughout the guide (simply click on the video images to view them online). Almost all of the tactics have been used in my work at Inbound Zombie, a nonprofit social media strategy firm I started in 2009. I hope you find these tips useful as well. Take care, John P.S. A note about sharing this with others:

Please do! This eBook is licensed under Creative Commons, which outlines very clearly what you can and cannot do with this eBook. You can retweet a link to the download by clicking here, or point folks to



2010 - John Haydon

I. Introducing Facebook for Non-Profits 3 Ways Facebook Will Radically Change Your Nonprofit A few weeks ago, we had a conversation about the Facebook win against Google and what it means for you. We spoke about how weʼre now sharing more than searching, and how to create content thatʼs optimized for this change in behavior. Fast forward. The Age Of Facebook In case youʼve been living under a rock for the past week, Facebook was the only thing anyone was talking about. At F8, Facebook announced new tools and plans for how theyʼre going to make “people at the center of the web”. Just like when Microsoft dominated tech in the 90s, Facebook will dominate how you and your constituents not just share information, but how you experience the web. But donʼt take my word for it. Read Michael Arringtonʼs take on this new Age Of Facebook. 3 Ways Facebook Will Radically Change Your Nonprofit The first steps will be to allow users to share their preferences all over the damned internet with the implementation of “like” button (users take note of the privacy issue), a Recommendations Plugin and a Social Bar.


1. Instant Recognition. Facebook announced the Open Graph API, which will allow nonprofits to integrate a variety of Facebook user data into their website – without requiring users to be logged in to your site. This means that users will instantly share their Facebook data with your website site simply by visiting. For example, visitors could simply “like” a petition about an issue before congress instead of having to fill out a lengthy form. 2. Personalized Recommendations. Facebook has released aRecommendations Plugin, which allows your nonprofit to automatically recommend content on your site based on what a visitorʼs Facebook friends liked. In Mark Zuckerburgʼs words, “The power of the open graph is that it helps to create a smarter, personalized web that gets better with every action taken.”

3. Stronger Communities. Facebook will soon release a Social Toolbar allowing visitors to your website the ability to meet other people with similar interests, invite them to be friends, view and comment on their walls and even chat live. This will make it much easier for you to create a Facebook community space right on your website. The new Facebook Social Graph open API also means that developers all over the world will be creating new tools and plugins that you can integrate in your website – for free. This is very similar to the WordPress model, which has been very successful. And this is only the beginning…



2010 - John Haydon

Facebook Groups and Pages – Features, Benefits And Killer Tips Today I was asked again about the difference between Facebook Pages and Groups. The same question came up a couple of times during the Philanthropy.com chat that Chris Garrett and I conducted back in February. Pages, Groups and Profiles Facebook created Pages, Groups and Profiles – three separate applications – to help individuals and organizations achieve three separate goals: 1. Create a presence for a business, brand or non-profit on Facebook (Facebook Pages). 2. Organize a group of people around a common issue or interest (Facebook Groups). 3.Create a home base on the web for individuals to express themselves and connect with others (Facebook Profiles). Facebook Pages vs. Facebook Groups We know that profiles are for individuals, but whatʼs the difference between Facebook Pages and Facebook Groups?

Facebook Pages Facebook Pages are used to promote businesses, non-profits, celebrities and artists to Facebook users. Facebook states that “only the official representative of an artist, business, or brand may create a Facebook Page.” In other words, Pages are intended to be an “official” web page for your organization on Facebook. · Facebook Pages are indexed in search engines – increasing the likelihood of folks finding your organization through a Google search. · A Page can have multiple administrators. This lightens the workload of maintaining a page (groups also allow for multiple admins).


·

Analyze Traffic. Facebook Pages captures data on visitors. · There are no limits to the number of fans you can have on a page. · Sending messages and updates to all your fans at once is quick and easy. And fans receiving those messages can easily forward the message OR post the message to their Facebook Wall. Tips For Using Facebook Pages: · You can add Facebook Applications like Video or Static FBML to enhance the experiences fans have with your Facebook Page (Groups donʼt offer this option). ·Since each tab has its own URL, you can choose any of them as the landing Page for off-site promotion. You can also choose which tab to set as the default when users find your Facebook Page. ·Work your status! A frequently updated status with useful and interesting content keeps fans coming back. ·Pages now have the same multimedia functionality as the Wall tab on a user Profile – encourage posting! ·Encourage fans to “share” Notes or Photos with their friends or post to their Profile. · Using the notes application, you can import an RSS feed to drive more traffic to your blog. · Using Static FBML, you can include an email web form to capture subscribers.

Facebook Groups Facebook Groups can be anyone interested in promoting and organizing people around a specific interests or cause. All members of a group have the ability to contribute content that appears on the Groupʼs wall – photos, videos, discussion threads. ·Active participation: Because members of the group actively contribute content and participate in informal but meaningful discussions, they are more likely to keep coming back.



2010 - John Haydon

·

Groups come in three flavors: Open (anyone can join), Closed (group admin approves requests to join) and Secret (Only members and those invited know that the group exists). o Warning: Secret Groups donʼt allow you to send a second event invitation to the same person. Tips For Using Facebook Groups: · The Group name should make people want to join. Which name would make you join: “Letʼs talk to Coca Cola about saving the Worldʼs children” or “ColaLife“? · Invite your raving fans to start a discussion on the group (you know who these people are, right?). Theyʼll feel a sense of pride and will likely invite new people to join the group. · Upload photos and videos – encourage members to post these to their profile so that their friends can easily join the group.

Facebook Pages and Facebook Groups – The Ultimate Nonprofit Cheat Sheet Youʼre curious how Facebook Groups can compliment the work youʼre doing with your Page. Or, you may have a Group and want to “move your fans”over to your Facebook Page. Or, you mistakenly created a Facebook Profile for your organization and now realize that you should have started a Facebook Page. If youʼre confused by all the moving parts within Facebook, you are not alone. Last week, I presented a webinar on for a small group of nonprofits, and wasnʼt surprised that the most popular slide was a cheat sheet on Facebook Pages and Groups.

The Difference Between Facebook Pages and Groups The best way to think about the difference between Pages and Groups is to consider the users they serve. Groups serve the needs of individuals just like you and me. Pages on the other hand, serve the needs of celebrities, businesses, brands and nonprofits. If you keep this basic framework in mind, Facebook will make a lot more sense.

What Are Facebook Groups Used For? Iʼm no expert on the short history of Facebook, but Iʼm guessing that Groups arose out a need for individuals to organize around common interests. Facebook fulfilled this need with functionality that enabled users to organize and communicate quickly and easily.


·

Represents a cause or idea – Without groups, organizing on Facebook would be impossible. · No customization or apps – Connection is the prime point, not branding. · Received as “message” – The same as if a friend sent you a message. If you ever wondered why Groups get to send messages directly into your Facebook Page inbox, but Pages have their updates sent into a secondary inbox, watch “Why do Facebook Page updates and Group messages go into two different inboxes?” on the Inbound Zombie Facebook Page (become a fan). · Wall - Everyone like to share, be seen and comment on what others have shared. · Users share many media types- And they like to share many different things. · Some private, some public - Groups can be private (invite only, not publicly viewable to non-members), semi-private (invite only, publicly viewable to nonmembers), or public (anyone can join, anyone can view). Feel free to download this cheat sheet on Facebook Group settings.

What Are Facebook Pages Used For? Facebook Pages are intended for brands, businesses and nonprofits who want to reach users. Page functionality focuses on creating brand awareness, targeting specific types of users (35 year-old men living in Boston who spend their money on sushi and live music, for example). Some features unique to Pages include: · Customized user experience – Pages allow administrators to build custom tabs using FBML and add widgets to create a unique experience for their fans. My Facebook Page displays two custom tabs. · Target updates – Updates can be targeted by gender, location and age. · Received as “updates” – As demonstrated in the video above, Page updates are received in a separate inbox. · Wall – Same as Groups and Profiles, although admins can parse posts by fans into a separate stream. · Fanbox and Facebook Badge – Enables admins to easily promote their page on their website or blog. · Custom URL – If you have more than 25 fans.



2010 - John Haydon

Facebook Page and Group Cheat Sheet

Download the full-size image

How to Use Facebook for Business (and non-profits)

An increasing number of non-profits are expanding their social media efforts with Facebook Pages and Facebook Groups. And for good reason: Facebook is one of the largest social media sites on the web: · More than 200 million active users · More than 100 million users log on to Facebook at least once each day · More than two-thirds of Facebook users are outside of college · The fastest growing demographic is 35 and older And their users are very active: · Average user has 120 friends on the site


·

More than 4 billion minutes are spent on Facebook each day · More than 30 million users update their statuses daily · More than 6 million users become fans of Pages each day Hubspot, an inbound marketing company in Cambridge Ma., recently published a free book for businesses looking to use Facebook. I was curious how useful “How to Use Facebook for Business” would be for my typical non-profit client, so I downloaded it (no email required!) and read through the 22page guide.

“How to Use Facebook for Business” includes the following topics – all very useful for any non-profit: · Why you should be on Facebook – business value overview (also applies to nonprofits!) · Facebookʼs ad builder can be used to research potential supporters by filtering on age, location and interests. · How to create an engaging Facebook Page to encourage wall comments – seen by all of commenterʼs friends. · How to use the FBML application to add HTML content to your page (also see this video tutorial). · How to get search engine credit from Facebook with the HTML application. · Using Facebookʼs analytics to measure traffic on your Facebook Page. · A Facebook reference guide and glossary.



2010 - John Haydon

I found these two pages particularly useful:


And a one-pager on the difference between Facebook Groups and Pages.

Download the ebook here: “How to Use Facebook for Business”



2010 - John Haydon

How Facebook turns active users into community managers – without paying a dime (video) You want to develop a stronger, more passionate community. You want your members to invite like-minded folks to join your community and you want the cultists to encourage others to be more active. You them to do both of these things regularly. And you want this all to happen naturally – because it wonʼt happen if you push.

How Facebook leverages their community How can you create opportunities for your community do this naturally – like Facebook does. Watch this video and notice how Facebook embeds inviting and connecting with friends into a userʼs daily activities.


Why Facebook, Twitter and Google Are Your Non-Profitʼs New Home Page Until now the prevailing thought among non-profit marketing folks is that your websiteʼs homepage is the primary target in most campaigns. Hence the focus on design, call to action and content. That was then, when the web was all push – all about destination sites.

What is your homepage? When was the last time you went to the home page of a non-profit you were interested in supporting? Maybe the first place you went was Facebook, after a friend shared something with you from the non-profitʼs Facebook Page. Or maybe you googled the name of the non-profit after hearing about it at a party. Or maybe you clicked a link someone shared on Twitter. In all cases, your first visit was not the non-profitʼs home page. Frank Reed, of Hubspot writes: “So many factors go into the creation of that perfect ʻfront doorʼ to your site that many companies forget that visitors donʼt always enter through the front. Search engines have given your prospect the power to find your site based on what keywords youʼre optimized for or based on what social channels you take part in.”

Building more home pages Take a look at your web stats and Google Analytics. What words are people using to find your site? What pages are being visited the most? If youʼre not happy with what you find, start optimizing each page on your site with the words you want to people use to find your organization. And if you want to get even better rankings, start blogging!

Google loves blogs A blog does two things that helps your non-profitʼs rankings on Google: · Google prefers fresh over stale. A blog enables you to regularly create fresh content for search engines. Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.


2010 - John Haydon

·

Google lets links decide whatʼs valuable. The more inbound links from reputable sites a web-page has, the better chances it will rank high in google. And blogs tend to receive more inbound links than traditional websites. Especially when the content is fresh, remarkable and highly relevant. · Google loves specificity. A blog allows you to quickly create a single web-page (also called a post) around a specific subtopic. Think about these two search terms: “1952 Red Ferrari” and “Cars made in Italy”. Which one will have the least amount of competition of Google and have higher relevance to the user? Read more about WordPress SEO in @remarkabloggerʼs post called “ SEO for Beginners“.

Referring Traffic After search traffic, look at referring traffic. What sites are referring the most traffic? And are you happy with the amount of traffic youʼre getting? Inbound links, Facebook and Twitter give me the most referral traffic. What about you?

Your homepage on Facebook There are 350 million people now using Facebook. If donʼt have a Faceobook Page thatʼs optimized for search and social media, now is the time to get one ( I can do that for you if you donʼt have the expertise or time).

Your homepage on Twitter Your homepage on Twitter is the conversations people have about your non-profit. They share links to various sites – sometimes yours. Are you part of these conversations? Your homepage on smart phones Finally, make sure your site is optimized for smart phones. If you are using a WordPress blog, check out the Wapple plug-in. This makes your website more easily consumed and shared on mobile phones. The last thing you want is a potential donor at an event who canʼt read your site on their iPhone.

Facebook Win Against Google – What It Means For You In January, Facebook had more visits than Google – about 92 million more visits. Then in February, this spread grew to about 276 million. Facebook trounced on and then pummeled Google.


Some think that this milestone simply signals an escalating competitive battle between Facebook and Google. But as I mentioned in a recent webinar, itʼs really not about Facebook and Google at all. Think about it. Google is the search beast and Facebook is the sharing beast. We are now sharing more than searching. We are now relying on recommendations from friends more than what we can find on our own through search. And as you can see in the graph, it will only be increasing.

What does this mean for your nonprofit? Creating content that is optimized for Google is very important. After all, you do want to get found! But you also want to create content thatʼs optimized for sharing: · Photos And Videos – Photos and videos tend to get shared more than text. Pictures say a thousand words, and videos say a thousand pictures. · Headlines are Everything – When someone see a link on Twitter or Facebook, the headline is often the only factor that makes them click through. Be creative with short, pithy headlines. · Be Concise – When was that last time you shared a 1,500 word article with your friend on Facebook? Keep it short. · Previews - If you do have a novel-length article to share, try writing a one paragraph preview with a “read more” link. · Bite-sized – Bit-sized means that “short and sweet” also has to have nutritional utility. Content that can be easily and instantly utilized is more likely to be passed around.



2010 - John Haydon

You need a better reason A member of your non-profitʼs board just shared this brilliant and innovative observation:

“We need to get on Facebook!” You remind yourself again that there is no such thing as “We” when it comes to these matters. “We” wonʼt create the Facebook page. “We” wonʼt put in the time to build up friends. Itʼs only you – itʼs always been you. No discussion – itʼs just the directive.

But why? No – not why you (thatʼs for another post).

Why get on Facebook? “To raise money and spread awareness for our non-profit!” And bang your head against the wall like you did with MySpace?

“But everyoneʼs doing Facebook now.” So what? You need a better reason.

Case Study

Serving Your Community - with Free Popcorn!


II. Creating a Facebook Page Why the Title Of Your Facebook Page Is Absolutely Critical

How To Create A Powerful And Engaging Facebook Page Following is by Rajeev Edmonds from New Delhi, who publishes a blog called Mintblogger (I highly recommend subscribing if you havenʼt already). ____________________ Facebook is undoubtedly one of the most popular social media services used by individuals, businesses and non-profits to connect with people. Groups and Pages are



2010 - John Haydon

excellent options to leverage the large network and reach of this popular platform. Lately, Facebook Pages have become quite popular among businesses to show their presence in a much better way building engaging and long lasting relationships with users and fans. Letʼs see how to make an interactive Facebook page that gives a reason to your fans to stay, interact and promote your cause.

Custom Image A picture says a thousand words. Take a look at the Facebook page of Coca Cola. Not only does it brand the page, but it also grabs immediate attention of the visitor. Just as a successful blog needs a customized design, the key to a successful page is customized images that represents your brand.

You can try out various Facebook profile photo hacks to get the required effect you want.

New Features Since the revised version of Facebook pages was launched in March 2009, the layout and features have changed dramatically. Tabbed interface – allows you to group the content and applications as per your requirements. Not only you can edit the default tabs, but you can also add new tabs giving you complete control in its customization.

You can freely drag them to arrange in required order. With new Facebook application standards in effect, almost every new application (internal or 3rd party) can be integrated with Facebook tabs. This opens endless opportunities to create customizable tabs with your choice of third party applications. Direct feeds for fans – is another new feature that allows your fans to access the page updates directly from within their Facebook profile.


Multi-media integration – lets you embed audio/video content to the wall making it rich in content and more engaging for users. Facebook allows users to upload a video file of size up to 1 GB and supports 18 major video formats.

Similarly, you can upload unlimited amount of audio content. With no restriction on the amount of upload, you can provide podcast series to your fans. Events and Discussion Boards: Invite and Discuss Events – serves two purposes. First they keep your fans updated with new happenings and cool offers in your kitty and secondly they help in expanding the reach of your page. Once a fan RSVPʼs an event, it is visible in his profile. His friends can view the event and can further RSVP it creating a snowball effect. While creating an event, time-zone



2010 - John Haydon

differences and dates play a big role. If you have the rough demographic data of your fans, you must create an event that can be attended by majority of fans.

Discussion boards – have the power to develop a lively and interactive community around your page. Initiate some threads with eye-popping headlines that may entice the visitors to respond. Once you get a decent number of regular contributors to the forums it can help in keeping your page updated with fresh new content on regular basis. Custom Page Settings: Personalize Visitorsʼ Experience Facebook pages of Bon AppÈtit Magazine and Lucky Magazine presents a perfect example of custom landing pages for non-Fans enriched with multimedia content guiding the prospect to the main site and its products.

Default Landing Tab – By default fans and non-Fans both land on wall tab. Through page settings you can easily set a custom landing page for non-Fans as shown above. Sharing/Uploading Permissions – No community can survive unless there is enough room for everyone to contribute their part. You MUST allow your fans to write, post videos, photos and links on your wall. In case any fan misuse the permissions, you can


selectively block him from posting. The more freedom you will give to the fans, the more they will feel at home.

Third Party Applications: Spice Up Your Page There are tons of Facebook applications for enriching your page with desired content. These applications are powerful, easy-to-use and extend the functionality of the page. Here are some of the popular applications that can be used to customize your Facebook page. Profile HTML: As the name implies, this excellent application lets you add arbitrary piece of HTML code to your page. You can even create a separate tab with this application filling it with different sections of customized HTML code. Through this powerful application you can create a separate landing tab for non-Fans filling it with subscription boxes, links, post excerpts, presentations, animation slides, promos and much more. It all depends on your imagination and your coding ability. YouTube Box: Yet another popular application used by large number of Facebook users. Take a look at Discovery Channel YouTube Box. A perfect example of selecting the right kind of application to keep the readers engaged. YouTube Box allows you to embed videos from Google, Yahoo, Dailymotion, Bebo and many other video services. You can customize the layout (horizontal or vertical), can change the size of video and can give custom title and description to the video. It also supports 6 different themes to suit your taste and preferences. You can also upload a bunch of videos and can display them in random order as per your custom settings. If you have your own YouTube Channel, you can easily connect it to your Facebook page through this handy and easyto-configure application. Blog RSS Feed Reader: This is a must-have application for every Facebook page. Want to share your blog articles with your fans? Use this application to grab the latest content from your blog via feed and serve them in a presentable format to Facebook community. Not only it fills your page with regular updated content, but also drives traffic to your blog or website. BR Feed Reader supports all major feed formats and provides number of customization options. Custom image, a unique icon for each feed, separate/merged feeds and custom feed update intervals helps you configure the best combination for your Facebook page. There are many more such applications in Facebook application repositorythat



2010 - John Haydon

can be used to make an appealing Facebok page. In case you are still hungry for more and want to be a true Facebook ninja, head over toFacebook developers forums. Here you can find plethora of resources to customize and enhance your Facebook account.

Custom Facebook Page URL Normally, a typical Facebook page has a long and cryptic URL that makes it difficult for you to aggressively market and promote it. Visitors also cannot remember such long cryptic urls. How about a short custom URL likehttp://facebook.dj/company-name? Use this excellent Memorable Address Facebook application to create short, memorable web address for your Facebook page.

General Page Management Tips 1. Do not experiment too much with your brand image on the page. 2. If possible keep a dedicated admin for discussion board. 3. Update photo and video tabs on regular basis (at least every fortnight). 4. Every quarter, create a poll to get your fans feedback about their views on various page elements. 5. Resist the temptation to integrate tons of applications in a single tab. 6. Do include a subscription box on the custom landing page for non-Fans. 7. Keep enhanced wall posting permissions open for all (fans).

Case Study

Building a Facebook Fan Page – California State Parks Foundation (CSPF)


How to create a Facebook Page in less than four minutes I published this video on how to create a Facebook Page a while ago and it just makes sense to share it here. So… here goes!

How to build a Facebook community (14 “levers” you need to be pulling) Like any social tool, Facebook needs to be worked in order to achieve specific marketing, event or fundraising goals. Yes you need to have a an effective Facebook Page where fans can easily interact (read “ 11 Quick Tips to Enhance Your Facebook Fan Page” by @ franswaa). And yes you need to have compelling content. However, even with all this, if you donʼt consistently nurture your Facebook relationships, youʼll end up with visitors (potential fans) wondering, “Are they still in business?”



2010 - John Haydon

What you get by working your Facebook levers: 1. Youʼll grow your fan base organically, which means theyʼll stick around. 2. Youʼll be able to identify your biggest supporters. 3. Youʼll stay current on whatʼs important to your fans (also called“market research”). Facebook levers (manual) Many of the levers you pull on Facebook require time, attention and consideration. You can think of these as the “manual levers”.

1. Messages Facebook Pages and Groups allows you to send messages to fans. Treat this feature the same way you would an email marketing service: · Your best fans are busy fans. Be sensitive about sending too many messages. · Make the message personal – and use your human voice, not“marketing-speak”. · Make each message count by making it about them – not your organization. · Always include a specific request for action that creates value for them. · Cool tool: Use bit.ly measure how many folks clicked on your ask. · Learn: See how Danny Brown uses messages in the 12for12k Group.


2. Encourage Sharing If people are real fans (meaning they feel good about you and your organization), theyʼll want to share what you have – either through messaging their friends, or posting to their profile. All you have to do is ask.

——————————————

3. Discussions Hildy Gottlieb does a great job engaging members of the Community-Driven Institute Facebook Group in meaningful discussions. Sheʼll share an article and then ask a specific question for folks to discuss. Participants learn, share and get to know each other – all because of Hildyʼs efforts!



2010 - John Haydon

4. Rotating photos Your Facebook Page has an incredible main image, I know. But try rotating out a different image – kinda like Google does with their logos. Fans will take notice when they see the new image in their stream.

5. Profile Statuses If it feels good (not forced), share news about your non-profit in your status. And yes, please share good stuff from your “competing” non-profit friends. The karmic boomerang will always return!


*Tag! Youʼre it!: Tag relevant friends in your status updates as well:

6. Facebook Page Wall Posts Make a habit of posting videos, links and photos on your Pageʼs wall. Share the best stuff and lots of it.



2010 - John Haydon

7. Facebook Page and Group Wall Comments When people comment on a your wall post, please comment back. Theyʼll feel a stronger sense of belonging when their thoughts and feelings are valued. If you donʼt have time to comment on posts, keep planting seeds by liking comments.

Facebook levers (automatic) Many Facebook levers can be automated, although you still need to invest time, attention and consideration. You can think of these as the“automatic levers”.

8. RSS Blog Feed Make sure youʼve set up the Notes Application to import your blog posts. This is an easy way to automate a stream of great on content on your Page and drive traffic back to your blog.


9. Facebook Toolbar for Firefox This little doodad enables you save time and effort with your Facebook actions: · Search Facebook from anywhere. · Get notifications about friend requests, messages, event invitations, and group invitations. · Check out your friendsʼ profile pictures and statuses, and interact with them on Facebook.

*Take 90 seconds and download the Facebook Firefox Toolbar.

10. Seesmic Facebook Page Feature If you use Twitter, you should know about Seesmic, an incredible desktop tool that allows you to easily manage relationships on Twitter and Facebook. Recently, a feature was added that allows you to hand-pick Facebook Pages that you want to connect with better.



2010 - John Haydon

*Take 5 minutes and download Seesmic (also watch these video tutorials on using Seesmic).

11. Multiple Administrators Do you know who your biggest fans are? Is there someone you trust who wants to do more? Give them administrative rights to your Group or Page. Youʼll be able to focus your energies elsewhere. Plus, your new admin friend just might teach you a thing or two about Facebook.


12. Landing Page URLs Each tab on a Facebook Page has its own URL, so you can target a precise landing Page for off-site promotion. For example, if you are promoting a fundraising event, you can target a Tab containing FBML promoting that event. You can also choose which tab to set as the default when users find your Facebook Page vs. when they visit as a fan. 13. Know your nodes Itʼs easy to aquire 1,000 Facebook fans on a Page who doing nothing, proving that bigger is not necessarily better. The power of your Facebook community depends on the relationships that you have with key influencers ( relationship marketing). These are folks that can sway a group of friends with a post, a tweet or a video. You already know who they are, and have already developed sincere friendships with many of these influencers (donʼt forget – theyʼre friends first!). Facebook lists allows you to organize friends into groups so that you can more effectively nurture these friendships.



2010 - John Haydon

14. Measure, Rinse and Repeat Facebook Pages provides many ways to measure the results of your actions so that you can quickly decide whatʼs working and whatʼs not. These reports enable you see what types of content your fans prefer and how they like to engage with that content. Here are three of my favorite reports:


Case Study

From 517 to 33,000 connections in two weeks!



2010 - John Haydon

Twelve Steps To Creating A Bootylicious Facebook Page You know about Facebook and how everyone and their mom uses Facebook. Over 350 million users so far and growing. But even though brands like Coke and Starbucks recognize the huge marketing potential on Facebook, what does it mean for your blog? Why you should care about Facebook Facebook Pages have become a popular way for non-profits and businesses expand their presence with Facebook users. There are at least four reasons why you should take a closer look at Facebook: · · ·

Largest user base – 350 Million users and growing. Do your constituents / customers use Facebook? Probably. Viral venue – Facebook is built for sharing. Users share messages and other content either as messages or wall posts. Facebook Connect – Facebook Connect lets third party apps share data and other info with the Facebook platform. For example, Activity Brain letʼs users create an account with their Facebook profile. This means that Facebook users are sharing outside the Facebook walls.


·

Not going away – The best way to predict which social media sites you should have a presence on is to see where the crowds are.

How to create a bootylicious Facebook Page Chances are you already have a Facebook Page. If so, there are several ways you can create an even better Facebook Page (if you donʼt have a Facebook Page, check out “How to create a Facebook Page in less than four minutes“). 1. Pick A Good Name For Your Page – You can boost your search engine rankings by choosing a Page title that has carefully chosen keywords. Name your Facebook Page after your organization or whatever phrase fans might use to search for you. 2. Customize Your Main Image – Facebook allows for a main profile image thatʼs up to 200 x 600 pixels. Maximize this real estate! Like Gabe did with his Facebook Page. Also read “5 Creative Ways to Hack Your Facebook Profile Photo“.

3. Arrange Tabs – The order of your Facebook Page tabs can be arranged by dragging them. Simply click on the tab youʼd like to move and then drag it where youʼd like it to go. Avoid clutter by removing tabs you wonʼt be using. FYI – The Wall and Info tabs canʼt be moved.



2010 - John Haydon

4. Create a Custom Landing Page – Facebook allows you to add up to 10 custom tabs with the Static FBML application. Check out the custom tab Greenpeace has on their Facebook Page:

5. Set Your Default Landing Tab – Once you have created a customized tab, go into “Settings” on your Facebook Page and under “Default Landing Tab for Everyone Else” select the Tab you want for your default landing tab in the pop-down menu.


6. Determine Your Landing Page – Since each tab has its own URL, you can choose any of them as the landing Page for off-site promotion. 7. Create a Custom Navigation Sidebar – A few months ago, I showed you how to add an interactive sidebar to your Facebook Page. This is a creative way to help visitors find exactly what they are looking for on your Facebook Page.

8. Add A Custom Fanbox To Your Blog – The Facebook Page Fanbox is a social widget that converts casual website visitors into fans of your Facebook Page. You can configure your fanbox to show your friends, your wall stream or simply a “Become a fan” button. Learn how to add a Fanbox to your blog by watching this video tutorial: “How to add a Facebook Page Fanbox to your website (and customize it)“. 9. Feed Your Blog Posts Onto Your Facebook Page – The Facebook Notes application allows you to automatically import an RSS feed from your blog onto your Facebook Page wall. If you havenʼt set that up yet, please watch this video tutorial: “How to automatically feed your blog posts into your Facebook Page”. 10. Import Your YouTube Videos – Check out the application calledYouTube Video Box. It includes an integrated search to find videos on YouTube and a Tab where you



2010 - John Haydon

can display videos from YouTube. You can also import videos from an existing YouTube.com account.

11. Get A Custom Vanity URL – Facebook offers “vanity URLs” for Facebook Pages that have over 25 fans (thanks for the info, Greg!). A vanity URL is the short Facebook URL that helps people easily access your page. A short URL with relevant keywords is good for getting the elusive Google“juice”. 12. Rank Higher In Facebook Searches – This can be done by creating multiple inbound links to your Facebook Page. You can do by linking back to your Page from your blog, linking to your Page from signatures used in forums, and linking from other social media sites like LinkedIn.

How To Choose The Best Admin Settings For Your Nonprofit Facebook Page (Video) When you set up a Facebook Page, you want make sure you do it in a way that optimizes the Page for best results. For example, if you encourage fans to post photos, they will be more likely to return. This video goes over all the setting in a Facebook admin panel, keeping strategy in mind.




2010 - John Haydon

How To Create A Custom URL For Your Facebook Page In 70 Seconds During the TechSoup webinar on Facebook yesterday, one question that came up was about creating a custom URL for your Facebook Page. There are three reasons to create a custom URL for your Facebook Page: 1. Itʼs easy for supporters to remember. 2. Creating the custom URL prevents someone else from registering it. And if someone else does register your brand, it may be costly to claim it as yours. 3. Improve SEO – especially if you use keywords in the URL name. For example, facebook.com/greatburgers will be better than facebook.com/bobsgrill.

Create A Custom Facebook Page URL In 70 Seconds


III. Customizing a Facebook Page

How To Embed A Social Or Fundraising Widget Into Your Facebook Page-- Video Tutorial One of the most effective social media tools available to small non-profits are embeddable widgets. Youtube videos, fundraising widgets and social networking widgets can empower your fans to take action for your non-profit.

Microactions are key A word of advice. Chris Garrett and I mentioned during the Philanthropy.com chat, itʼs best to ask visitors to your Facebook page for specific and doableactions. Asking a visitor to donate $10 now to buy enough books for a single classroom will get a higher “action result” than asking them to “please give”. Again, small, doable and specific actions. Now, the problem with Facebook is that itʼs pretty confusing to use for a lot of folks. So Iʼll be creating a whole bunch of 3-minute videos on whatever Facebook topic youʼd like to learn more about.



2010 - John Haydon

How To Use Facebook “Notes” To Get More Traffic Small businesses and non-profits that have a Facebook page can leverage the Notes application to drive web traffic to their sites. Facebook currently lets Profile users import one RSS feed from a blog into their Facebook wall using the Notes application.

Hereʼs why this is powerful: 1. If you have 30 fans who each have 100 friends, your blog post will be seen by as many as 3,000 people. These blog posts appear both on profile walls and on the Home Page news feed. 2. The folks who have added your RSS to their notes have essentially endorsed you to their friends. This type social proof is a big part of what influences consumer buying decisions and which non-profits get support.


Three requirements for this to work: 1. You must have a blog with an RSS feed (most blogs have this). 2. Your content must be highly valuable. Again, the Notes application only allows for 1 RSS feed. Why should they choose yours? 3. You must have at least a small group of raving fans on Facebook. Do you know who these folks are? If not, get to know them. If youʼve met these three requirements, then youʼre good to go. Simply ask your raving fans to add your blogʼs RSS feed to their Notes app on their profile. Easy, huh? If you have blog with kick-ass content and fans who rave about you, then itʼs that easy. They love you and will do anything to support your cause. How to make this easy request Assuming that you already know who these raving fans are, and assuming that they are already a “Fan” on your Facebook page, simply send an “update” to your fans with the following instructions. You have my permission to copy and paste. 1. After adding the Notes Application to your profile, click on “Import a blog” under “Notes Settings”.

2. Enter the feed URL of our blog.



2010 - John Haydon

3. Click continue.


4. Within your profileʼs Applications setting page, click “Edit settings” next to the Notes application. Configure how youʼd like the feed to appear on your wall.

5. Click “Okay” and navigate back to your wall to see the latest blog post.

Finally, do not take the efforts of your fans for granted. Send a thoughtful and personal (not via page update, for goodness sake) message of thanks. Heck – send a postcard!



2010 - John Haydon

How to automatically feed your blog posts into your Facebook Page – a video tutorial I recently spoke with a non-profit client who Iʼm working with on social web strategies. At the end of our call, she complained “Weʼve been so busy recently. I can barely remember to paste our blog posts onto our Facebook Page.” When I told her that she could automate the feed, she almost jumped through the phone with joy. I promised her that Iʼd make this video. If you donʼt have a Facebook Page yet, go watch “How to create a Facebook Page in less than four minutes”. Iʼll wait right here. This tutorial on how to import your blog posts into your Facebook Page covers the following steps: 1. Adding the notes application to your Facebook Page 2. Adding your blogʼs RSS feed to the application 3. Confirming and importing your blog posts

Update: Stacy Brice asked about importing multiple URLs into a Facebook Page. I recommended using Yahoo Pipes (you can also use Google Readeras explained in


this post by Daniel McLaren called “Import Multiple RSS Feeds into Facebook Notes”).

How to add an interactive sidebar to your Facebook Page Creating a lively, responsive Facebook fan base is much easier when you give them a Facebook Page that triggers interaction. Content will always be the best way to inspire engagement, but if your Facebook Page is clunky, visitors wonʼt find that content – and theyʼll leave.

Clunky defined · ·

When someone visits your Facebook Page and they see your information tab first, instead of the amazing photos of your last fundraising event. When your best content is hidden behind the “plus” tab.

·

When a fan arrives at a Tab meant for first time visitors. · When content is hard to find. In order to remove the clunk, create an interactive sidebar so that visitors can quickly find exactly what they are looking for. This step-by-step video shows you how.



2010 - John Haydon

How To Create An Incentive For Visitors To Fan Your Facebook Page

This tactic works similarly to offering a free download to email subscribers. The only difference is that youʼre collecting fans instead of emails in exchange for “fan-only” content.

Content is king Before we get to the technique though, think about the last time you entered your email in exchange for a free download.


If youʼre like me, the value of the download was much larger than the“expense” of joining another mailing list. The same thing works with Facebook. In other words, the technique Iʼm about to show you only works if youʼre offering real value in exchange for a new fan. First, hereʼs how the end result will function. On my Facebook Page (which I just launched two days ago) I have a tab called “Free Social Media Video Tutorials For Fans”. This tab has hidden content not seen by “non-fans”.

But once the visitor becomes a fan, this tab will display the hidden content.

The FBML “hidden content trick” revealed Using the Static FBML application, simply add the following tags around the content you want hidden to non-fans.



2010 - John Haydon

How to reveal content on your Facebook Page only when someone clicks like One creative way of acquiring Facebook Page connections is to offer free cool stuff for connections, that isnʼt available to anyone else (I wrote about this back in January, but itʼs worth going over again). For example, onInbound Zombie I have free video tutorials to anyone who “likes” the Page. The videos are not accessible to anyone else.

How to display “connection-only” content on your Facebook Page Using the Static FBML application and a bit of code (see below), you can display content to a visitor once that “like” your Page.

Hereʼs the FBML code for the custom tab: ***Content goes between these two tags*** See the Charityhowto Facebook Page to see it in action.


How to collect email subscribers on your Facebook Page

A few nonprofits have asked me how they can collect emails on their Facebook Page without having folks leave the Page. This video shows you how to create a sign-up tab that redirects to a confirmation tab after subscribers have joined your email list.



2010 - John Haydon


Why Facebook Pages Droped “Become A Fan” Feature

Facebook recently announced to their advertisers that Pages will no longer allow visitors to “Become A Fan”. Instead, visitors will connect with a Page by clicking “like”. Facebook users can currently “like” comments, photos or videos on a Page (as shown below), but soon theyʼll be able to “like” a Page. The decision to drop “become a fan” for “like” is intended to increase the likelihood (pun intended) of users connecting with brands, non-profits and businesses. Facebook argues that clicking “like” is a lighter-weight action than “becoming a fan”.

Core Functionality Will Remain In the memo, Facebook states that the “core functionality of Pages will remain unchanged”. Your Page will still have distribution into News Feed, the ability to target updates and status updates.



2010 - John Haydon

Drop The “Fan” Soon In the FAQ about this change, Facebook recommends that marketers start using the term “connections” instead of “fans”. As users adopt “liking”Pages, the term“becoming a fan” will become outdated.

Donʼt Confuse “Like” With Love The biggest impact this change will make it a subtle, but important one. As more and more users begin to adopt “liking” Pages, it may be harder to identify true fans. David Berkowitz of Advertising Age writes: “Half the world likes McDonalds, but only a subset (albeit a large subset) would raise their hands and declare themselves fans.”

Case Study

Five Lessons From A Crowdsourcing Campaign


IV- Make your Facebook Page Do Tricks (widgets, tools and add-ins for your Page)

How To Link Your Twitter Page and Facebook Profile For Social Media Sanity Managing many social media sites can be a bit challenging for the non-profit who has little time and/or resources. Many social media sites, including Facebook, recognize this fact. They also know that social media is increasingly being used for fundraising. To make managing multiple sites easier, Facebook allows you to post your social media activities on Twitter by posting tweets directly from your Facebook page (and visa versa).

How To Link Your Twitter and Facebook Profile After you log into your Facebook account, follow these steps: 1. Search for “Twitter” in Facebookʼs search field:

2. Click the “Allow” button in the “Allow Application” window:



2010 - John Haydon

3. After being prompted to log-in to Twitter, you will come to this page:

4. Anything you type in the “What are you doing?” field will be instantly posted to Twitter:

5. If you want your facebook status to be updated with every post you make from Twitter, click the following (see warning below):

Warning: posting EVERY tweet to your status can be annoying to your facebook friends (I learned the hard way ). Consider how often you use Twitter before selecting this option.


Video Tutorial: Tweetdeck Now Has Facebook Status Integration Using Facebook Connect Great news today about Tweetdeck. A pre-release of version 0.24.1bwas posted today and it is awesome! For those of you who are heavy Facebook and Twitter users, youʼll love the fact that Tweetdeck now has Facebook status integration using Facebook connect. Below is a quick and dirty video of the new Facebook features as well as a few updates with the “other actions” functionality.

Whatʼs new in Tweetdeck 0.24.1b (copied from TweetDeckʼs posterous): 1. Clicking on Facebook icon will add a new column full of each of your friends most recent status update which updates automatically once a minute. 2. Ability to direct your tweet/update to post to twitter or Facebook or both directly within the tweet window. Note: direct messages will not be sent via Facebook even if you have the Facebook checkbox ticked.



2010 - John Haydon

What are fundraising widgets and how can non-profits use them? A while back, Chris Garrett and I gave a Techsoup.Org presentation called Measuring Social Media ROI. A participant asked “What is a widget?” which Chris and I tried to explain, but only had limited time. Thinking it might be useful to source the answer from an expert, I invited Eric Schrader of the social fundraising company givezooks!, to answer two questions.

What is a fundraising widget? Eric: A fundraising widget is a portable version of a campaign or personal fundraiser that you can think of as a Ad for the fundraiser. And like an Ad it gets placed where potentially interested audiences will see it. And like successful Ads, itʼs not good enough to be seen – it needs to move the person to action. Most fundraising widgets do that by letting people know what the fundraiser is for, what the goal is, how much has been raised so far, who else has given, how much it takes to make a specific impact and any number of other things about a fundraiser. The nice thing about widgets is that once you place them, they update themselves – a widget typically pulls the latest status of the fundraiser from the main fundraiser webpage. Also, clicking on the widget typically will take you to the main fundraiser page.

Why are they important? Eric: Widgets allow supporters to promote your fundraising on various websites. Whether itʼs a supporterʼs blog or a corporate sponsorʼs website, a non-profit can get exposed to a whole new audience via a widget.


The other important thing about widgets is that they help to tell the story: · “How far along is the fundraiser?” · “Who else has donated or supporter the fundraiser?” · “What impact can I make?” · “How can I get involved too?” Many organizations make the mistake of thinking that they have to do fundraising only on their website – that the ʻaskʼ needs to be done in the controlled environment or the organizationʼs website. But the truth is that you make your fundraising more successful when itʼs exposed to new audiences. So set your fundraisers free – get a widget!

How to add a Facebook Page Fanbox to your website (and customize it) The Facebook Page Fanbox is a social widget that converts casual website visitors into fans of your Facebook Page. The Fanbox does this with three key features: 1. Streams content from your Facebook Page onto your website. 2. Displays your current fans. 3. Enables visitors to “become a fan” of your Facebook Page with one mouseclick. Embedding this widget on your website or blog is an absolute must – for any social media strategy. Plus itʼs very easy!

How to place a Facebook Fan Box on your website or blog 1. Configure Fanbox 2. Copy code 3. Paste code



2010 - John Haydon

Once you have installed your Facebook Fanbox, youʼll want to customize it slightly. How to customize your Facebook Fan Box 1. Change the width of the Fanbox 2. Change the number of fans displayed 3. Remove redundant text 4. Show or hide specific elements


Accept gift cards as donations with givezooks! Grain of Salt Disclaimer: Even though Iʼm one of the sweetest, nicest people youʼve ever met, I must tell you that givezooks pays me a teeny weeny bonus for any business I refer to them. Oh – Iʼm honest too. A while back, I partnered with givezooks! on a webinar called “10 steps to Nonprofit success on Twitter”, which enabled me get to know their management team. They work hard, love what they do, make software thatʼs easy top use, and promote the heck out of their clientʼs fundraising campiagns. But maybe many of you havenʼt heard of givezooks!?

Who is givezooks!? givezooks! makes fundraising tools that handle online donations while allowing donors to share and promote their actions on Facebook and Twitter. The service also turns Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.


2010 - John Haydon

supporters into fundraisers by allowing them to create their own personal fundraising page. So when friends of that supporter donate money on their page, they can also share that action on Facebook, Twitter or email. Empowering supporters to do “social fundraising” is what makes givezooks! so powerful.

Gift cards as donations So when they recently announced a partnership with Plastic Jungle to accept giftcards, I felt it was worth sharing on my blog. This gives more options for donors, which means more money for non-profits!

Hereʼs how it works

1 Donor donates a gij card to a givezooks! online fundraiser. . 2 . Gij Card is processed by our partner, Plastic Jungle. 3 Plastic Jungle will then convert this gij card to cash, and . send a check to the nonprofit.

4 The donor will then receive an electronic thank you note (that . will also serve as a tax leUer). For more information and live examples, please check out the givezooks! website. They also have some pretty cool webinars on using social media


How to update your Facebook Page from your cell phone

You want to continue the posting frequency on your Facebook Page, but arenʼt sure how to do this and manage an events calendar thatʼs only going to get busier in the Spring and Summer. Fortunately, Facebook allows you to post videos, photos and status updates from your cell phone, with email or SMS. This video shows you how to: 1. Email video and photos to your Page 2. Post status updates through text messaging



2010 - John Haydon


8 New Facebook Social Plugins And How Theyʼll Socialize Your Nonprofit Website In the past I shared with you my initial thoughts on how Facebook will change how we all experience and use the internet – and how this change will impact your nonprofit. Right now, when people visit your website, they see the same content as every other visitor. By default, itʼs not tailored to their preferences. They also have no clue who else has visited your site, what content theyʼve shared on Facebook, and whether they have a social connection to those visitors. The new Facebook platform changes all of this, making your website – and the entire internet – social by default. By implementing Facebook Social Plugins into your website, you could give your visitors these experiences: · Display content they would prefer, based on their Facebook preferences and what their friends have liked. · Show them who else has visited your site – and even whoʼs on your site right now! · Allow them to engage with current Facebook friends about your cause – on your website. · And do all of this without having to login to to your website. In short, Facebook plugins will allow you to turn any page on your site into a Facebook Page. 8 New Facebook Social Plugins – A Summary For Nonprofits Facebook Social plugins are fairly easy to install (most of them are as easy as embedding a YouTube video). 1. The Like Button - The Like Button allows visitors to share content from your site on their Facebook profile – with one mouse click. A good use of this plugin is to place it on Pages with information on actions people can take to support your cause. I have one below this blog post that I installed with a WordPress plugin. 2. Like Box – The Like Box replaces the Facebook Fanbox. It allows your visitors to like your Page, view your Page stream and see connections on your Facebook Page. 3. The Recommendations Plugin – The Recommendations allows



2010 - John Haydon

you to dynamically display content on your site they might like.

4. 5. Comments Plugin – The Comments plugin allows visitors to comment on pages on your site. Those comments are also shared on their Profile.

6. 7. Activity Feed – The Activity Feed plugin allows visitors so see what their Facebook friends are commenting on and liking on your site.


8. 9. FacePile – The Facepile plugin displays the profile pictures of everyone who has signed up to your site. 10. Login with Faces – A slight variation of the FacePile plugin, the Login with Faces plugin shows profile pictures of the userʼs friends who have already signed up for your site in addition to a login button. 11. The Live Stream – The Live Stream plugin allows visitors to engage with your site in real time. Perfect to use during events.

12. Share this ebook by pointing friends to the InboundZombie Facebook Page where they can download it.


2010 - John Haydon

If youʼre interested in learning more about the Facebook Social Graph Platform, check out this YouTube playlist on the Facebook Platform release at F8.


Amplify your nonprofit event with Facebookʼs new Live Stream plugin Weʼve talked about some plugins you can use to make your site more social. The Live Stream plugin is one that will be an essential tool for nonprofit events. Live Stream allows visitors to chat about your event – real-time – and share their chat on their Facebook Wall and News Feed. What makes this powerful is that it draws your supporters friends into the event in a way that feels natural.



2010 - John Haydon


V- Your Facebook Community

How do I get my Nonprofitʼs Facebook fans to donate? Getting an army of Facebook fans for your nonprofit is not an easy feat. It takes lots of planning, hard work, and time. But just because you have a lot of Facebook fans doesnʼt mean that youʼre any closer to meeting your fundraising goals. Especially if youʼre unknowingly creating barriers.

The ask path When potential donors go to your donation page, is it immediately clear how they can donate and what amount they can donate? Do they have to search around your site? How many mouse clicks does an entire transaction require? Seven things to keep in mind: 1. Show Them Impact – One thing that worked very well during Go deeper -> theTweetsgiving campaign was showing people what their donations Community would buy. It created a direct line of site between donation and impact. Philanthropy 2.0 survey 2. Make It Fun – Red Nose Day is a huge hit in the UK, precisely because itʼs so damned much fun! Think of creative ways to make sharing fun for your fans. 3. Make The Dollar Amount Specific – The ever-present “donate now”button with no recommended dollar amounts, gets far less results than an ask with a specific dollar amount. 4. Make It Easy To Share – The moment a person donates is the best time to ask them to share that action with others. Applications likeGiving Impact and givezooks do this really well with their social fundraising apps. 5. Target The Ask – Similar to most email marketing services, Facebook allows you to target your messages to a specific subset in your fanbase. You can slice by location, gender and age.



2010 - John Haydon

6. Measure The Ask – Measure traffic, clicks, average donation amounts and number of donations. With enough data, youʼll be able to refine your approach over time. Also, Facebook provides great analytics for their Facebook Pages. 7. Keep It Simple – Frank Barry wrote an excellent guest post onoptimized social fundraising. Go back and check it out. One last thought. Donʼt be discouraged if your first attempts to spur fans to act donʼt get the results you expect. It takes time to build an active community.

How to target your Facebook Page updates and streams Marketing 101 teaches the law of relevance. The idea is that marketing messages are more effective when the message is relevant to the demographics of the receiver. For example, Iʼm much more interested in Facebook Page updates about restaurant specials or charity events in Boston than Miami. Targeting updates and streams is easy with Facebook Pages. This allows non-profits to easily promote offline events to their Facebook Page fans without annoying those who live a thousand miles away.

How to target a Facebook Page stream Facebook streams can now be targeted by language and/ or location. Simply click on “customize” under the publishing bar and then select the streams youʼd like to target.


How to target a Facebook Page update A Facebook Page update (sometimes called messages) can be done by selecting “Target this update” at the the top of the update window and then select the demographics youʼd like to target.



2010 - John Haydon

Improved Facebook search allows you to see who actually cares about your non-profit or business

Recently, Facebook released its new search function to all users (only small groups of people had access before then). Users can now search status updates, links, photos, videos and notes (search is limited to the past 30 days).

You can search within your friends and see who cares about what theyʼre saying (likes and comments on their updates). You can join these conversations either by commenting and/or liking a particular post.


Why is this such a big deal? Before this Facebook search capability was available, you could not see the conversation stream. Now you can see, in real time, who is engaging on topics about your business or nonprofit. Itʼs almost like Twitter, but not really You can also see the stream of updates for people who have made their updates public.



2010 - John Haydon

This means that you can see who is engaging in relevant conversations, even if you have no connection to them! This is how Twitter works but with one key difference: Twitter is an open network where “connections” are not required to engage with other users. On Facebook, you canʼt engage with users in the stream unless they are your friends (but you could send them a message).

This a huge leap for non-profits who want to measure engagement and connect with potential supporters.


See the video below:

How Non-profits can use the improved Facebook search

How to manage your non-profit Facebook Page community with Seesmic One of the biggest complaints I get from my clients about using Facebook is around time management. In order to build a Facebook community, youʼve got to invest sweat equity and heart. There are no short-cuts. Fortunately, there are tools, like Seesmic, that are designed to save time with social media. Seesmicʼs desktop app allows connect with fans of your Facebook Page as well as the fans of other Pages.



2010 - John Haydon

In this video tutorial, I show you: ·

How to add your own Facebook Page to Seesmic

·

How to add specific Facebook Pages that you donʼt administer

·

How to filter down wall posts from fans

·

How to reply to comments, add comments and “like” wall posts

Eleven Simple Stats That Must Be Measured On Your Facebook Page

First, you want to get a sense of where youʼre at with your Facebook Page – soley for setting a current benchmark. With that in mind, letʼs keep our focus limited to eleven stats:


1. Number Of Facebook Fans

This is an obvious measurement. When someone fans your page, it means that theyʼve opted-in to receiving messages about your non-profit or business. Documenting fan growth every couple of weeks can mean three things: ·People

are finding our Facebook Page (duh)

·People

find our content valuable

·People

might even be sharing our content

No fan growth is not good. The next ten measurements can be found by clicking on “Insights” for your Facebook Page:

2. Number Of Facebook Wall Posts Wall posts by fans is one the biggest indicators of engagement. Count the number of wall posts by fans only (donʼt count your own).



2010 - John Haydon

3. Interactions On Your Facebook Page Total number of total comments, Wall posts, and likes. A broader indicator of engagement.

4. Interactions Per Post On Your Facebook Page Average number of comments, Wall posts, and likes generated by each piece of content you post.

5. Post Quality On Your Facebook Page Score measuring how engaging your content is to Facebook users. A higher Post Quality indicates material that better engages users. Posts: Number of posts your Page has made either on the Wall or in video.

6. Page Views On Your Facebook Page

Number of times your Page has been viewed by Facebook users.

7. Stream CTR / ETR On Your Facebook Page This feature is not available yet, but when it is, it will provide you with a measure of the Click Through Rate and Engagement Rate for your content appearing in the Facebook News Feed. If a user clicks on one of your posts, that will be counted as Stream CTR. If a user likes or comments on one of your posts, that will be counted in the Stream ETR.


8. Media Consumption On Your Facebook Page

Total number of photo views, video plays and song plays.

9. Discussion Posts On Your Facebook Page Total number of discussions started by fans of your Facebook Page (if app is used).

10. Reviews On Your Facebook Page Number of times your Page has been rated in the Reviews application (if used).



2010 - John Haydon

11. Demographics of Facebook Page Fans

This is a comprehensive but simple report about the gender and age of your fans. Homework: Capture these 11 Facebook Page stats in an excel spreadsheet. Update as often as you like, but at least note the date when you collected todayʼs homework.


How To Use Facebook Insights To Measure Engagement As part of the Facebook webinars I conduct for Charityhowto.com, Iʼve created a series of video tutorials that all participants will soon be receiving. Below is a snippet of one about using Facebook Insights that I thought youʼd find useful. Enjoy!



2010 - John Haydon

Three killer tools to measure your Facebook clout

Your organization created a Facebook Page a few months ago. Youʼve employed a few creative strategies to build up connections on your Page, increase engagement, and have even used it to promote a fundraising event. But you know that for the most part, youʼve been winging it. And you know that if you had better info about the impact of your efforts on Facebook, youʼd get even more love. Or at least youʼd get more like. Four critical questions for Facebook marketers Once you have clear goals for what you want out of Facebook, you should be able to clearly answer four questions:


1. How far are we away from our goal? 2. How can we more effectively reach our goal? 3. What tactics worked? 4. What tactics wasted time?

There are three tools that can give you answers to these questions. 1. Facebook Social Page Evaluator by Virtue

2. The Social Page Evaluator by Virtue This app looks at the number of people who have liked your Page and your post quality. It shows your current effectiveness on Facebook vs. your potential, although itʼs not clear how a Pageʼs potential is calculated. You can get this type of data – and more – from Facebook Page insights (see number three). What makes this killer is that you can adjust your earned media value using a slider.



2010 - John Haydon

3. Facebook Page Grader by Hubspot

This tool gives you a percentile ranking of your Page based on the number of likes you have, the power of your network of connections, and the completeness of your page. 4. Page Insights by Facebook


5. Probably the best way to measure your Page is by using your Page Insights. Back in January, I showed you 11 stats you should be tracking. Now, with post-level insights, you can see what content your connections like.

Which tool should you use? If your looking for a simple score to benchmark your Facebook Page, then both Virtueʼs and Hubspotʼs tools will suffice. In fact, itʼs a good idea to run your Page through these tools every 3-4 months to see how scores have improved. But if youʼre serious about understanding how to use Facebook as a business tool for your organization, then get to know Insights. By educating yourself about how people interact with your content, what type of media they prefer, and who they are, youʼll make more intelligent decisions about how to use your Facebook Page.

The Shelf Life of a Facebook Like The new Facebook Social Plugins enable any website to make their content social. Within the first week of these plugins going live, over 50,000 websites added them. A couple of weeks later, that number doubled. One of the most popular plugins is the Facebook Like button. This enables users to recommend articles on your site to their Facebook friends – with only one mouse click. The real value for nonprofits, however, isnʼt in the ease of use, but rather what happens after the “like” button is clicked. In my efforts to translate the implications of the Facebook Social Graph for a client, I created a simple diagram that shows an extremely plausible example of what might happen when three people “like” an article on a website.



2010 - John Haydon

The Shelf Life Of A Facebook Like [graphic] Click here to download a large PDF version of The Shelf Life Of A Facebook Like [graphic]

A few observations: ·

People will share content in ways theyʼre comfortable with.

·

Relevance increases the likelihood of sharing. Reginaʼs friend Jenny, shares the article with specific people she thought of as she read the article.

·

Many people will share content in ways you thought didnʼt exist anymore (printing and mailing).

·

A small percentage of people might repurpose. Two Blog posts were spawned in this example (Dannyʼs and Rogerʼs friend).


·

People are more likely to share if they see the same article shared in multiple places.

·

The strength of bonds between friends increases the likelihood that content will get shared. Jane only has 27 friends on Facebook, but they are her closest friends. She sees them in person regularly. She values their time, and they value what she shares.

·

Conversely, negative feelings about how a person shared content in the past will kill any potential for further sharing. Being unaware of peoples boundaries (like Trisha) could cause you to unknowingly spam people.

·

Comments added to a shared article can increase the likelihood it getʼs shared, particularly if specific words are used.

·

Although this graphic doesnʼt include days of the week, Facebook users tend to share posts that are published on the weekend.



2010 - John Haydon

VI-Facebook Extras

Enhanced Facebook Groups – What they mean for your non-profitʼs cause Yesterday, Facebook quietly announced a few tweaks to Facebook Groups that will make it easier for Group members to connect with each other. The Facebook Group Wall Groups will have a Wall summarizing all the activities of people within the group and a Publishing bar similar to profiles and Pages.

As soon as a Facebook user joins the Group, the wall updates with a Publisher allowing them to share video, links, photos or just a status.


The Facebook Group News Feed The other big tweak to Facebook Groups is the News Feed. As with Pages, you will now be able to see your friends activity within specific Groups. For example, if Jon Aston shares a video on the 12for12k Facebook Group, it will show up in my News Feed. What do these changes mean? These enhancements to Facebook Groups will make it easier for members to connect with each other and keep up with the latest activity in the group. Group members will be able to connect back to the Group page through links in their News Feed. Theyʼll also be able like, comment and share posts on the Groups wall. For non-profits, this means better tools to build community – and a bigger community than just your supporters. It means more opportunities to connect with the members of many Groups on Facebook. In sum, this means a bigger platform for the causes for which youʼre fighting.

5 Tips to Revive a Fading Facebook Group Following is from my Canadian friend, Rebecca Leaman, who writes for Wild Apricot and runs the NonProfitWorkshop with Chris Garrett and me.

You set up a Facebook Group, sent out invitations, and attracted some members. For a while, the discussion board was humming, members posted their photos and videos, and the comments were flying. Cool! But after that first mad flush of excitement, is that Group activity starting to fade? Before you give it up or shut it down, here are five tips to get that good energy flowing again:



2010 - John Haydon

1. Get in touch The admin of a Group can send a message to all members — as long as there arenʼt more than 5,000 of them. Just look for the “Message All Members” link on your Group page. Do make your messages interesting, relevant, brief… and rare. “Too many messages” is the Number One reason for people leaving a Facebook Group. Once or twice a month is usually plenty for Group mass-messaging, unless youʼve got urgent news that must be shared.

2. Freshen up A stale page wonʼt get visits. But if your Group page is a continual source of interesting photos, videos, links and discussion, members will soon learn to make a point of checking in regularly so they donʼt miss a thing!

3. Throw a party Create an event — real or virtual — with the “Create Related Event” link on your Group page. The “Edit Event” page lets you set your Group as host, so the event will show up in its Events section, and send out invitations for people to attend. As with any party, youʼll want to put some thought into planning the event — make it convenient for folks to attend, and give them good reasons to want to turn out for it. Facebook Events are famous for people saying that theyʼll attend and then not showing up, by the way, so you might want to follow up with a conventional invitation and/or make a contingency plan in case of smaller-than-expected numbers.


4. Give a reward Adding your most active Group members as “Officers” can help to make them feel more actively involved, which in turn will often encourage them to add content, join discussions, watch for unsuitable postings, promote your Group to their friends, and otherwise help you to make it a success. Officers have the same privileges as regular members, but their names and titles will appear on the Group page for all to see. You get to create whatever titles you want, so go ahead and get wildly creative!

5. Get out more Groups can easily die for lack of members. Have you promoted your Group lately, to help new people find you? Think outside the Facebook box to publicize your Group, and go wherever prospective new members may be found — at your own website or blog, in your mailing list, on social media sites, and even offline. Unfortunately, Facebook Groups are assigned really ugly URLs that are impossible to remember — let alone to give out in a PSA or over the phone! (Something like this: www.facebook.com/group.php?gid=85395661509.) Fortunately, thereʼs Memorable Web Addresses, an application that will let you set up an easy-to-remember custom URL that people can use to access your Group directly. You can choose just about any name you want, to a maximum length of 30 letters. (Something like this: groups.to/plasticroses.) Sometimes a Facebook Group — like any social group, online or otherwise — will have a limited natural lifespan, especially if itʼs formed around a timely issue or cause, or when a few key founding members move on to other interests. But donʼt just let the Group fade away until youʼve given it every chance. Itʼs not just about the admins — your members have invested their time and energy here, too. Why not ask them how theyʼd like to see the Group evolve, or what other kind of connection theyʼd like to maintain with your organization or cause? The answers might surprise you.

What Are Facebook “Community” Pages Anyhow? Not long ago, Facebook launched a new type of Facebook Page intended to address the increase of “unofficial” Pages that users have been creating. Facebook Pages, as you may know, are intended for use by “official representatives“ of a brand, organization or celebrity. The problem is that Facebook



2010 - John Haydon

has not been able to determine (or enforce) if someone is an official rep or not. So users have been able to create all types of Pages in their desire to promote an idea or cause. And you know how creative Facebook users can be…

Enter the Community Page Facebook Community Pages are meant for these ideas or causes.

Facebook Wiki According to Mashable, all of the features of Facebook Community Page will be exactly the same as Official Pages (applications, targeted updates, custom tabs….) except for one important difference: “If a page becomes popular enough, administration will be handed over to the Facebook community. In other words, Community Pages become a whole lot like a wiki once they reach a certain threshold.”


How to search Facebook status updates An article posted on TechCrunch last week shared information on a newFacebook search engine called “Openbook”. Apparently, two developers built the site to demonstration how public our Facebook information really is. Search gap filled? In a perfect world, where everyone understood Facebookʼs privacy settings and was ok with how Facebook used their public data, this would a very useful tool. You know how to search blogs, and Twitter, and even forums. Openbook closes a gap in social conversations youʼve been looking to fill.



2010 - John Haydon

Does the Age of Facebook make blogging more critical for nonprofits?

Not too long ago I did a free webinar with CharityHowTo called “What the New Changes to Facebook Mean for Your Nonprofit“. One thing Iʼve been asking nonprofits is how critical blogging will become in the Age Of Facebook. If your nonprofit hasnʼt decided to start a blog yet, Facebook users might soon make the decision for you. As Social Graph plugins multiply across the web like rabbits on Viagra, users will expect a similar social experience during their visit on your site. When color TV came out, no one wanted black and white anymore.


Visitors will expect personalized recommendations based on what they and their friends like. Theyʼll expect consistently fresh content that they can share recommendations about with their friends. And this is exactly where blogs have a distinct advantage over many website platforms.

Has blogging just become more critical? The more content you produce, the more people share it on Facebook – which obviously gives blogging more importance as a CMS. Over the years, blogs have evolved into robust content publishing tools that are easy to maintain (when compared to traditional websites). In the case of the new Facebook Platform, having a WordPress blog gives you three distinct advantages over traditional template-style websites. 1. Content Creation – Blogs allow you to quickly and easily create valuable AND SHARABLE content in a consistent manner – something people can keep coming back to “like”. 2. Ease Of Use – The new Social Graph plugins is the tip of the iceberg. As Web 3.0 evolves at an increasingly faster pace, nonprofits will be seeking cost effective ways to keep up with evolving technology on their website. WordPress allows users without any technology skills to implement plugins in a painless manner. 3. Lighting Speed – The Live Stream plugin allows you to create a platform for a live chat on your website. For example, if there is an event that impacts your org,



2010 - John Haydon

you can quickly create a Page within WordPress where your community can gather to discuss. 4. Development Community – Blog platforms (mainly WordPress) have development communities that are building free software all the time – and quickly. For example, when Facebook announced the new plugins, several blog posts were published about tweaking the code so that it would work with dynamic URLs (blog posts). Coding sucks and I knew that within two days, someone would make a plugin to add the new “like” button. There were 7 plugins within a day or so. Mickey Gomez, Executive Director of the Volunteer Center Serving Howard County shares her thoughts on blogging: “Iʼve definitely seen an increase in traffic to our website since we started blogging, and weʼve reached a different audience in our community, too. Itʼs enabled us to spotlight individuals, programs, issues and agencies. There is so much flexibility and it offers a completely different level of engagement to our readers.”

Why Merriam-Webster Should Make “Social Media” A Verb (or Advanced Facebooking For Stunt Doubles) A prospective client and I were on the phone last night talking about the crappy results theyʼve gotten from social media. Mary: “We put up a Facebook page and nothing is happening.” Me: “When people become fans of your page, do you post a sincere thanks on their wall?” Mary: “Uh… you can do that?” Mary: “Well, I donʼt think its illegal… Let me ask you this: Have you searched and connected with folks who are interested in your cause?” Small non-profit: “Honestly, we put up the page and have done nothing since. Thatʼs why weʼre calling you!” After the call I thought about similar calls Iʼve had and how social media is often treated passively. Then a light-bulb blurted out loud: “Social media should be a verb, not a noun!”


Social media produces results when itʼs active – when you are doing it. Could it be a language thing that creates this “wait and see” attitude? Now, Iʼm not up on all the current grammar laws, but what if Merriam-Webster changed “social media” from a noun to a verb? Maybe people would then do their Facebook page. Theyʼd be LinkedIn.

Five Critical Facebook Tips From Randi Zuckerberg

If youʼre using a Facebook Page to raise awareness and money for your nonprofit, check out these Facebook Page tips from Randi Zuckerburg (Thanks to Frank Barry of Blackbaud!). 1. Nonprofits need to get a Facebook Page (very different from a Group) 2. Use the Causes application to collect donations on Facebook (read “Do Facebook Cause work?“). 3. Use photos to increase engagement. Because Facebook is global, photos may be the only way to communicate international visitors. 4. Use video to respond to your fans. Bill Clinton answers wall posts with a personal video! 5. Take advantage of detailed Facebook Page stats (insights) to fine-tune your Facebook strategy.



2010 - John Haydon


Safe Facebooking! John Haydon Inbound Zombie 617-401-7887
