advanced social media facebook & youtube september 28, 2011 kirsten judd, social media...
TRANSCRIPT
Advanced Social Media Facebook & YouTube
September 28, 2011
Kirsten Judd, Social Media Strategist
NLC Social Media
www.nlcsocialmedia.com
FacebookSetting up your Facebook Page effectively
Banner Profile Image Landing Page
Understanding applications available to your organization
Using Facebook advertisingHow to grow and interact with your followers
Agenda – Part One
Agenda – Part Two
YouTubeSetting up your YouTube channelUsing YouTube for marketing and advertisingUsing YouTube for customer service Increase followers (subscribers) to your YouTube
channelLearn about the type of videos supported at YouTube,
what you can/can’t do with your videos
Goals for the day
Keep this training very informal, ask questions when you think of them
Set up your Facebook & YouTube accounts effectively
Increase your comfort level and understanding of using Facebook & YouTube for your organization
Learn new ways to connect with your audience via Facebook & YouTube
Enjoy some time out of the office!
Understanding Facebook
Fan Page or Group? Or Both?
Fan Page Group Pages are better for brands
and organizations who want to interact with their fans without having them connected to a personal account
Able to create ads and events
Can host applications
No limit on fans
No connection to an individual
Indexed by search engines
Groups are great for organizing on a personal level and for smaller scale interaction around a cause
Can create ads and events
No applications
5,000 group members max
More control of who can participate (permissions)
Connected to the person who moderates the group
Not indexed by search engines
Setting up your Fan Page
To administer a page, you must have a Facebook accounthttp://www.facebook.com/pages/create.php
Setting up your Fan Page
Choose non-profit organizationEnter organization nameAgree to the termsClick get started
Add photo or logo (CLICK SKIP FOR NOW)
Setting up your Fan Page
Add ContactsYour friendsColleaguesCoworkersContacts of
organizationSupporters
(CLICK SKIP FOR NOW)
(We) are now on Facebook! Please “Like” our page so we can stay in touch! Stay tuned for a few exciting announcements about upcoming events. We greatly appreciate your support!
Setting up your Fan Page
Add WebsiteAdd short
description oforganization(CLICK SKIP FOR NOW)
Click Edit Info to update:
Banner Profile Images
• First impressions
• Creates a Visual Appeal
• Elongates your page
• Speaks volumes with a photo or image
• Sizes can vary• Recommend
350x650 px• Create image
and save as a jpeg the upload to photos section
Landing Pages
• StaticIFrameTab (app)
• Teaser to visitors of your page who have not “Liked” your page
• If they like what they see, they will Like your page to see more
• Need to create a full page advertisement that shows the uniqueness of your organization
• Can always add this later
Apps to considerContact Form
http://www.facebook.com/contact.formYouTube
http://www.facebook.com/apps/application.php?id=87741124305
StaticIFrameTabhttp://www.facebook.com/StaticIFrameTabhttp://www.facebook.com/iframehost
WhatGives? Donation Apphttp://www.facebook.com/apps/application.php?
id=113470028707068Causes App
http://www.facebook.com/causes
How to feed your page
Interaction with FansGive them plenty of things to do, think about,
tips, tricks, tidbits, triviaCreate eventsAsk open-ended questions to evoke responsesShare positive uplifting stories, testimonials,
photos, videos, links to storiesCreate conversation … ask questions, answer
questions and say thank you to your fansMOST IMPORTANT: LISTEN to what your Fans
are saying
Advertising on Facebook
Simple way to reach new customers/supporters in a very targeted approachIdentify what you want to promoteChoose your demographicsSet your budget (daily or PPC)Design an eye catching adPlace your adReview results in Ads Manager
Facebook Advertising
• Target the Right People• Think about the profiles of the people you
want to reach with your ads, and select criteria based on what your audience is interested in
• You can target by:• Location, Language, Education, and Work, Age,
Gender, Birthday, and Relationship Status • Likes & Interests: Select Likes & Interests such
as ”heathcare", ”advocacy", or ”children” • Friends of Connections • Connections
Daily Budget: Set the maximum amount you want to pay each day - once you hit your daily budget your ad will no longer show
Bid Price: Set a bid within or above the suggested range, and check your Ads Manager often to update it when the suggested range changes
• Set a budget that will allow you to effectively reach your target audience, and check your campaign performance often
• CPC vs CPM : Determine if you want to pay on a cost-per-click (CPC) or cost-per-impression (CPM) basis
Manage Your Budget
Facebook Advertising
Expand your reach
Promote your Facebook page everywhere In-store signage;
window clings Email signatures Business cards,
letterhead Website (add a Like
Box) Add a vanity URL -
facebook.com/username
after you have 25 fans
(www.facebook.com/nlcsocialmedia)
Understanding YouTube for Nonprofits& how to use it in your organization
Creating your YouTube Channel
Create a YouTube account or Google account to create your channel
Sign into your account to start customizing
Creating your YouTube Channel
Go to Channel Design, choose a color scheme to match your logo or other materials, and decide which modules you'd like to display on your public profile.
Continue completing the settings, add logo/photo, post information about your organization, and choose your primary video.
The primary video will play automatically each time your channel is visited.
Expanding your reach with YouTube
Create Direct Dialogue Videos
Make videos that create a dialogue about your organization’s work, mission, and what you're trying to achieve. Ask questions and solicit video responses.
Respond back with video responses.
Creating conversation / relationships.
Expanding your reach with YouTube
Create Call to Action Videos
Harness the power of user-generated content by asking supporters to submit videos to your cause.
Create an internal group to review these videos; find ways to give recognition to the best ones.
Respond back with video responses.
Creating conversation / relationships.
Expanding your reach with YouTube
Create Videos that Tell Serial Stories
Engage viewers with a series of videos that tell a story around a specific theme, and keep them coming back for more.
Once you've created a few episodes, put them into a playlist. This allows you to develop several video narratives targeted at particular demographics.
Expanding your reach with YouTube
Create Videos that Respond to Current Events
Address relevant news stories by posting videos that explain your position. You can then embed them in emails to your supporters—a video message can be more effective than an email.
Create Videos that Use Endorsements
Whether they're from celebrities or people you've impacted, it helps to have supporters talk about why your work matters.
Expanding your reach with YouTube
Create Videos that Respond to Complaints or Concerns
Often, multiple people share a concern but only one will voice it. Use your video to address them all.
Partner Up Create videos in conjunction with other organizations that compliment your mission or can assist you in promoting your cause.
Keys to a successful YouTube Channel
Reach Out Post videos that get YouTube viewers talking, and then stay in the conversation with comments and video responses.
Keep It Fresh Put up new videos regularly and keep them short—ideally under 5 minutes.
Spread Your MessageShare links and the embed code for your videos with supporters so they can help get the word out.
Be GenuineHigh view counts come from content that's compelling, rather than what's "hip."
Take donations via YouTube
Sign up for Google checkout merchant account
Go to your Google Checkout Options, enter your ID and Merchant Key, and choose donation amounts.
Once you've filled in the information, the button will appear on your public profile and all of your video pages.
Make the Most of your YouTube Channel
Customize your own channel … consistent with the look of your other social networks
Add subtitles to your videos ~ YouTube made this available in March ~ opens up your videos to the hearing-impaired
Engage with the YouTube community (if not individuals then with content or channels that connect with your line of work)
Organize your content (create lists of types of videos)
Promote your videos on your other social networks (add it to Facebook, embed videos to your website or blog, tweet about it, etc.)
Keys to making great videos
Provide good content in an engaging way (shock, surprise, humor, heartfelt)
Keep videos 2-3 minutes long
Excellent quality
Always upload video in its original format and the highest quality possible
Beware of music restrictions
Video formats supported
WebM files - Vp8 video codec and Vorbis Audio codecs
.MPEG4, 3GPP and MOV files - Typically supporting h264, mpeg4 video codecs, and AAC audio codec
.AVI - Many cameras output this format - typically the video codec is MJPEG and audio is PCM
.MPEGPS - Typically supporting MPEG2 video codec and MP2 audio
.WMV
.FLV - Adobe-FLV1 video codec, MP3 audio
