how to recruit for israel programs using facebook
DESCRIPTION
A detailed overview of tactics and strategies to reach young adults on Facebook using page and newsfeed optimization. While this presentation is specifically about recruiting for Israel programs, it is relevant for any organization that is trying to get more traction with their target audience on Facebook.TRANSCRIPT
RECRUITING FORISRAEL PROGRAMS ON
BEGINNERS
Be where your audience is
…and this is as of 2009
Facebook increases ambient awareness
People have profiles, organizations have pages
Before you create a page
• Are you prepared to keep your page up-to-date?
• Who will manage your page?
• Are you creating a page for your organization or your program?
Creating a page
Choose the best name for your page
masa israel jounrey -- ISRAEL PROGRAMS
Masa Israel Journey
Masa Israel Journey
You can change your page title until you have25 fans
Page Setup
http://www.facebook.com/pages/Krav-Maga-Israel/218228791521528
http://www.facebook.com/KravMagaIsrael
Be smart with your use of imagesUsing your cover photo to your brand more of apresence on your page
Company Overview
Pre-populate content
Get your first ‘likes’
c
Questions?
“So, how do I recruit for my programon Facebook?”
“So, how do I recruit for my programon Facebook?”You don’t. Facebook is a tool to increaseawareness—at least at first
First, build a solid foundation of informationand activity on your page
Content
Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
“Ok. So where do I get all this content to post?”
“Ok. So where do I get all this content to post?”
You have more content than you realize
Photo albums for unique events Weekly schedule Video interviews/day in the life Participant photos Blog posts News related to topics your program covers Updates about what your participants aredoing at any given time Links to events/resources that yourparticipants and alumni might be interested in
You can post:
Polls/questions about Israel or topics relatedto your program Spotlights of volunteer/internship placements Photo essay by participant Candid videos of participants on the program(volunteering, on hikes, performing, etc) Pictures of apartments/accomodations Announcements for your participants Spotlights on what your alumni are doing
You can post (con’d):
Featuring Posts
Engage your audience
RememberYou are competing for attention withpeople’s actual friends
Why does this matter?
Source: http://brandglue.com/news-feed-optimization/
As a matter of fact…
AND…
Source: http://brandglue.com/news-feed-optimization/
How Facebook decides what to show
Looks complicated?
It’s simple.
ue : Affinity score
How many times an individual has clicked onor interacted with your content
Goal: Increase your affinity scoreGet as many of your fans to interact with youas possible
Ask your fans to ‘like’ posts for a fun reason
Ask relevant questions
Always respond to comments
You can also “like” comments to add activity(but don’t over-do it)
UPDATE: Tagging other pages is less effectiveFacebook sometimes clumps tagged poststogether so they are less valuable. BUT,sometimes these posts are featured.
we: Content Weight
Facebook’s preference of posting certain typesof content more than others
+How many interactions the content gets
we: Content Weight
Facebook’s preference of posting certaintypes of content more than others
+How many interactions the content gets
Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
Remember this?
Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
Posts between 100 and 250 characters (lessthan 3 lines of text) see about 60% more likes,comments and shares than longer posts.
Posts including a photo album, picture or videogenerate about 180%, 120%, and 100% moreengagement than the average post,respectively
we: Content Weight
Facebook’s preference of posting certain typesof content more than others
+How many interactions the content gets
Goal: More activity around your contentThe more likes and comments a piece ofcontent has, the more Facebook will show it.
de : Recency
How recently the content was posted
Content “expires” in 1-2 days.
Goal: Post FrequentlyIf you don’t post at least a few times a week,not many people will see your content.
RECAP:The number of times Facebook will show yourcontent equals:
{AFFINITY}x
{ACTIVITY+CONTENT TYPE}x
{TIME DECAY}
Recruiting on Facebook
Updates about dates and pricing Information about new tracks Unique selling points Participant testimonials (written/video) Press about your program Materials your participants create (business plans,guidebooks, events) The link to your program application Answers to FAQs Application deadline reminders Milestones in the history of the program
You can post:
Examples
Program Activity
Recruiting
Encourage people to contact you through thenew “message” function - now people cancommunicate privately and directly with pages.
A few more things…
Facebook Ads
Share your page outside of Facebook
Image links
Like boxes
http://developers.facebook.com/docs/reference/plugins/like-box/
Email signatures
Email newsletters
Printed materials
See the impact
Look at your page insights to seewhat is successful
Use the analytics of your website to see howmany people Facebook sends to your website
Takeaway: Put in the timeTry to have someone from your program devoteat least a few minutes a day posting contentand interacting on Facebook.
Questions?
Thank You!
Miranda BogenDirector of Communications
Masa Israel Journey
(212) [email protected]
@masaisrael