raising friends in facebook: case world vision

How World Vision Finland received 20 000 Facebook fans in 2 weeks.

Case: Toivoa Haitin lapsille (”Hope for Children in Haiti)

Starting Point

An earthquake in Haiti12.1.2010 at 23:53 (Finnish time).

A presence of 370 World Vision employees in Haiti

A pledge of 100 000 euro from Suomen World Vision

First Tweet 13.1. at 02:10@WorldVisionFI

N 18° 27′ 25″ W 72° 31′ 59″

Quickness pays off

Create a Page, not a GroupFocus on Page name and PictureCreate a short-URLIt’s more about the cause,

less about your brandModify your picture on

the way – don’t change it.Promote your page with

a Facebook ad.(Toivoa = ”hope”)

Start feeding it

Start with any news available.Don’t wait for ”big” news.Don’t try to make a perfect wall post.Don’t be afraid posting too often.Jump in, take risks.

Post easy-to-like content

Liking + interaction = visibility in the walls of funs

Make use of any picture and caption available

Show diverse content

Embed a video IN a Facebook PageUse http://keepvid.com to extract from

YouTube

Show diverse content

Real people with real stories

Show diverse content

Children receiving help

Show diverse content

People helping

Show diverse content

Help on the way

Show diverse content

Volunteer in Finland

Show diverse content

Sponsored child volunteering in Haiti

Link it

www.worldvision.fi

Link it..

www.katastrofi.fi

Link it....

YouTube

Link it......

Twitter

Link it........

Facebook Profile pictures

The Power of a Community

People are marketing and advocating on your behalf:Asking others to joinGiving creative examples of fundraisingCommenting other people’s postsCorrecting ”wrong” opinionsWriting slogans for youEven cross-selling!Thanking for your work<3 <3 <3

Opportunities

Tough questions is an opportunity for you”How much money really goes there””I’m sure there are many middlemen””You must have high salaries””Why can’t you work for free”

Bad language, trolls or off topic?Delete / ban / leave uncommented

Wrong facts?Great! You have an opportunity to

correct them and promote your work.

Ask for money

Timing is crucialAsk too often = lose your fans”Give” and ”now” are not the only words...Remember that many people have already

givenAsk for spreading the word.

Show how easy it is.It costs nothing.

Don’t forget to thank

It’s a dialogue – don’t hide yourself.

Find resources to moderate discussionsShow your name when answering questions

(as a page admin your face doesn’t show)People talk to people, not to an organizationAnswer even if it’s not about your topic!Every question is worth thankingIf you don’t answer, they don’t trust youIf you don’t know, they won’t blame you

Showing Your Brand in the Page:

Profile picture

In EVERY post

Links

Widget title

Widget picture

Uploaded photo

Facebook Page settings

Default View for Wall: Posts by Page AND Fans

Default Landing Tab: WallAuto-Expand Comments: yesFan Permissions:

Write content: YesPost photos: NoPost videos: NoPost links: No

Follow up tools

Aim for a good Post QualityCheck your statistics

Demographics Likes Comments Wall posts Page views Unsubscribed

Your competitors are following your closely.

Be alert, be wise, make them your

friends.

Thank you for watching!www.facebook.com/toivoa www.Twitter.com/IlkkaKoivisto