becoming e-literate in a facebook world

Becoming E‐literatein the Facebook World

Presented by:Presented by:

DNA Creative Communications, LLC

Copyright© 2012

The PlatformsThe Platforms

• A platform that gives people the power toA platform that gives people the power to communicate more efficiently with their friends family and coworkers by providingfriends, family and coworkers by providing technologies that facilitate the sharing of information and making the world more openinformation and making the world more open and connected.

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O t itiOpportunities

Low‐cost, easy‐to‐use communications plan• Free to use, along with tutorials and site supportY ’t ff d t t ti i t !• You can’t afford not to participate!

Interactive communityInteractive community• Gives users and organizations their own identity• Offers conversation walls, group messaging, polling features and photo sharing

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O t itiOpportunitiesMutually BeneficialMutually Beneficial

• Allows you to listen and respond on a personal, integrated levelU d ti l it t t l d• Use as an educational resource, a recruitment tool, and

fundraising mechanism

Public Relations Boost• Spreads your message through your supporters!

b k h ll• Facebook has over 750 million active users to potentially reach

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Social MediaIt IS… It is NOT…It IS…• Consumer‐driven

T t

It is NOT…• Controlled

I l• Transparent

• Engaging

• Impersonal

• Formal

• Inclusive

• Sincere

• Exclusive

• One‐sidedSincere One sided

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The DetailsThe Details• Not just youth…28 million people over the age of 45Not just youth…28 million people over the age of 45 are active on Facebook

• Friends – people that have a connection

• Fans – individuals that choose to know more aboutFans individuals that choose to know more about an organization (you)

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Seniors:Seniors: The New Facebook Users

• 1 in 5 seniors using Facebook log on for an hour on any given dayany given day

63% f l 37% l• 63% female; 37% male

• The 74+ demographic is the fastest growing on Facebook

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T M ti ti f UTop Motivations for Use

St i i l t h ith f il i ll• Staying in closer touch with family—especially grandkids

• Sharing photos and video

• Finding long lost family and friends (esp• Finding long lost family and friends (esp. veterans and classmates)

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Best Uses for Facebook Fan Pages• Engage your audience

• Communicate your purpose to an active, online community

• Provide an outlet for your group to support each other

• Focus on your organization and what you offer

• Add pictures when you can

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B ildi PlBuilding a Plan• Most important part of a Social Media campaignMost important part of a Social Media campaign

• No plan, no success

• Plan determines:Plan determines:

– Goals and objectives

Measurement tools– Measurement tools

– Platforms

Management of campaign– Management of campaign

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Determine Your Goals & ObjectivesDetermine Your Goals & Objectives• Build relationshipsBuild relationships

• Increase awareness

• Increase event attendanceIncrease event attendance

• Increase web site traffic

• Increase donations• Increase donations

• Make them measurable – give them a number

• Be realistic don’t expect an immediate response• Be realistic – don’t expect an immediate response

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Step 1: Setting Up a PageStep 1: Setting Up a Page

• Facebook Page– A public profile that lets users connect to an organization they care aboutthey care about

– Once a person “likes” your page, they get its updates through his/her own newsfeed

• Visit www.facebook.com/page for step‐by‐step instructions to ti i ti ’creating your organization’s page

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Step 2 ListenStep 2. Listen

• Observe the conversation between seniors (online• Observe the conversation between seniors (online and offline) and see how you can serve as a resource

• Listen to and observe other organizations that serveListen to and observe other organizations that serve a similar audience that are using Facebook well

• Take note of the needs of your community of seniorsTake note of the needs of your community of seniors

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Step 3: Find Your AudienceStep 3: Find Your Audience

• Start with who you knowStart with who you know– Reach out to your existing community

• Add a Facebook Like icon to your website & emailAdd a Facebook Like icon to your website & email signature

• Promote your Page in your mailings and email newsletters

• When 25 people Like your page, select a custom URL at www facebook com/username so supporters can easilywww.facebook.com/username so supporters can easily find and Like your Page

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St 4 D l " ti ” lStep 4: Develop a "posting” plan

• Be conversational, personal and authentic.

• Build a dialogue with your community by:g y y y– Asking questions, posting photos & sharing links

– Updating your status regularlyUpdating your status regularly

– Offering exclusive content and latest news

– Using the Questions app to solicitUsing the Questions app to solicit feedback/opinions

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Why be Your Fan?Why be Your Fan?What can you offer them that fulfills a need?y

• Current events and opportunities

• Specialized programs/services• Specialized programs/services

• Benefit programs

• Links to newsletter

• Community events / updates y / p

• Reference articles

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Interact with Your AudienceInteract with Your Audience

E di th h i t ti• Engage your audience through interesting posts, updates and events

• Always respond to questions or requests

• Encourage comments and interaction from your fans and followers

• Poll your audience to get their feedbackPoll your audience to get their feedback– Ex. “What’s your favorite event so far this year?”

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Posting an EventPosting an Event• Put all your events (family and health, workshops,Put all your events (family and health, workshops, fundraising, etc) on your page

• Send out invites to your membersy

• Be descriptive and ask others to post their comments

• Share photos and videos of previous events toShare photos and videos of previous events to promote new events

• Post photos and videos after for all to enjoy (and tag p j y ( gmembers who appear in photos!)

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Picture Privacy & Permissions

H itt t f i di id l b f• Have written consent from individuals before posting pictures of them representing your

i tiorganization

• At events, have signage noting “Picture Zone! You may be photographed to share this event on our Facebook page.”

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Step 5: Build your communityStep 5: Build your community.

• Be creative in ways to get them involvedBe creative in ways to get them involved

• “Senior of the Week” highlight

• “Check‐in” contest using the Facebook places

• “Question of the day” and polls

• Links to resources and online specials/discounts– Connect with local restaurants that offer senior discounts

• Calendar updatesCalendar updates

• Host workshops to teach seniors how to use Facebook!

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Be an ExpertBe an Expert• Utilize the knowledge you have and make it knownUtilize the knowledge you have and make it known

• Post links to your site

• Link to articles from other reputable sourcesLink to articles from other reputable sources

• Provide a resource to your followers

• Answer questions with a thoughtful answer – not on• Answer questions with a thoughtful answer – not on a whim

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What’s Next?What s Next?

• Once you promote and engage seniors withOnce you promote and engage seniors with your Facebook page, help share your knowledge!knowledge!– Host workshops for your seniors; teach them how to upload and view pictures, connect with oldto upload and view pictures, connect with old friends and find resources

– Need help? DNA offers this service!

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T T l R t d B S iTop Tools Requested By Seniors to Demo/Explain/ p

• How to interpret/modify Privacy settings

• How to upload pictures and videos

• How to add information to ProfilesHow to add information to Profiles

• How to message someone privately

H t fi d P f f it i ti• How to find Pages for favorite organizations

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Foster a New AudienceFoster a New Audience

Wh l h th h i ?Who else can you reach through your seniors?

(A new audience!)

• Their families

• Their friendsTheir friends

• Their friends and family

G l it• General community

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Step 6: Optimize your PageStep 6: Optimize your Page

• Facebook offers tools to help you analyzeFacebook offers tools to help you analyze what’s happening on your Page– View feedback (likes and comments) on each– View feedback (likes and comments) on each individual post to better understand what content your community finds appealingy y pp g

– Get insights about your Page’s visitors

– Increase connections and interactions!Increase connections and interactions!

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Manage the CampaignManage the Campaign

• One person should be responsible forOne person should be responsible for maintaining the social media presence for your organizationyour organization

• Everyone should offer suggestions for topics

S i l di h ld b i d d il• Social media should be monitored daily– One hour is sufficient per day, but a policy should b i lbe in place

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Negative CommentsNegative Comments• Don’t be afraid but don’t be too hastyDon t be afraid but don t be too hasty

• Do not delete a post unless it is explicit

• Never ignore a commentNever ignore a comment

• Never respond emotionally or defensively

• Negative posts should be brought to the attention of• Negative posts should be brought to the attention of management before a response

• A policy for appropriate posting should be in placeA policy for appropriate posting should be in place

• A negative can always become a positive

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Measure SuccessMeasure Success

• Traffic – statisticsTraffic statistics

• Interactions

i i i l f• Unique visitors – to platforms

• Web site visitors

• Search marketing

• DonationsDonations

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Research Your SEOResearch Your SEO

• Register with social media and web site searchRegister with social media and web site search engines– Google Alerts– Google Alerts

– SocialMention

C d t h l l• Conduct searches regularly

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ReportsReports• Review reports from platforms

• Facebook Insights develop metrics around your contentyour content

• Gather data from the IT Department or the company that handles your web sitecompany that handles your web site

• If you don’t already have Google Analytics on b it t it!your web site, get it!

• Review the details to measure your successCopyright© © 2012

Facebook Insights• “Total Likes”• Total Likes

– Total number of people (fans) who “Like” your page

– Aim for more!– Aim for more!

“F i d f F ”• “Friends of Fans”– People who are friends with your fans

– Total # of people you can share your message with!

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Facebook InsightsFacebook Insights

• “People Talking About This”– Indicates how many are “talking about” your org across F b kFacebook

– Includes Wall posts, Likes, mentions, shares, comments, photo tags and check‐insp g

– Why? To prove that engagement matters!

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Facebook InsightsFacebook Insights

• “Weekly Total Reach”– Shows number of people who have been exposed to anyShows number of people who have been exposed to any type of content associated with your Page in last 7 days

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ReportsReports

• Review reports from platformsReview reports from platforms

• Gather data from the IT Department or the company that handles your web sitecompany that handles your web site

• If you don’t already have Google Analytics on b i i !your web site, get it!

• Review the details to measure your success

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What can we do for you?What can we do for you?

• DNA provides full‐service assistance for all ofDNA provides full service assistance for all of your online communications, from website recommendations and electronic newsletterrecommendations, and electronic newsletter programs to social media strategies. We will work with you in a variety of ways to enhancework with you in a variety of ways to enhance your online presence!

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Social Media EvaluationSocial Media Evaluation

• DNA will evaluate your current onlineDNA will evaluate your current online communications and make recommendations on how you can take them to the next levelon how you can take them to the next level.

• Cost = $1,900

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Social Media DevelopmentSocial Media Development

• DNA will set up two social media outlets forDNA will set up two social media outlets for you and provide training on how to develop an online communications plan that willan online communications plan that will provide results.

• Cost = $3 325• Cost = $3,325

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Social Media Plan & StrategySocial Media Plan & Strategy

• DNA will evaluate your communications assistDNA will evaluate your communications, assist and train you in setting up your outlets, develop a social media plan and streamlinedevelop a social media plan and streamline your online communications strategy.

• Cost = $4 750• Cost = $4,750

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Full Service Social Media PlanningFull Service Social Media Planning & Implementation

• DNA will serve as your social media liaison and provide your organization with regular updates, training workshops and maintenance for each of your social media platforms. For details on this option, please call 864‐235‐0959 ext. 1.

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Need Help?Need Help?Call DNA for the development of your strategic

social media plan or hands‐on workshop training

DNA Creative CommunicationsDNA Creative Communications

864‐235‐0959

[email protected]

www.dnacc.comCopyright© © 2012