social media 201 (focus on facebook)
DESCRIPTION
This basic overview of Social Media and why/how nonprofits can leverage these channels was given at the 2011 PJ Library Conference. The session focuses on some basic nuts and bolts of getting started with a Facebook Page - how to create one, what type of content to post, how to engage, etc. Much of the content was developed specifically for PJ Library Communities and is focused on how each individual PJ Library Community can utilize Facebook effectively.TRANSCRIPT
Social Media 201Increasing the Impact of Facebook and Other ToolsApril 2011
Kevin MartoneTechnology Program Manager
[email protected] Institute for Jewish Philanthropy
Ellie Gilbert with Daughter Jensen
Strategy
3
What Are Your Goals?
Enroll new families Renew families Event participation Connect with PJ families Build Community Answer questions about the program Engage the unaffiliated Enhance Jewish practice/behaviors of PJ Library families Connect/co-promote with partner organizations Donations Other?
SMART
Audience?
Donors/Prospects
Existing/PotentialPartner
Organizations
JewishCommunity
Current Families
Potential Families
6
Goal 1______________
Goal 2______________
Goal 3______________
Blogs_________________________________________________________________
Video Sharing_________________________________________________________________
Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org)
Other_________________________________________________________________
Trad. Newsletter/Direct Mail____________________________________________________
Website_________________________________________________________________
Facebook_________________________________________________________________
eNewsletter_________________________________________________________________
Twitter_________________________________________________________________
Other Offline – Events, Calls, Mtgs.____________________________________________________________
Photo Sharing_________________________________________________________________
Facebook – Making it Work
Pages … NOT Groups
Pages» Only official representatives can create/administer» More interactive than Groups
- Can add additional functionality (applications)
Pages … NOT Groups
How to switch…» No automated transfer available» Engaging content on Page
- Give ‘em a reason to sign up» No more posts on Group … EXCEPT
- Periodically post a link on the Group to the Page reminding them to Like the Page. Use Actionable News:
- Did you see the photos from the latest event? Click here, Like our new Page, and view the pictures.
My cousin gets the PJ books in California and their renewal fee is cheaper than ours. Is there a special coupon or something to get their rate?
When is the next PJ Library event?
Are there resources to help me teach my kids the lessons in the PJ books?
My sister has tried unsuccessfully to sign up for PJ multiple times. Who can she call?
My two kids rip open the PJ books each time they arrive!
Yeah PJ!
Hi!
I love the pictures from the latest PJ reading. Keep posting!
The
PJ L
ibra
ry
Chan
nuka
h pa
rty
was
fant
astic
. Th
anks
!
Listen
Listen
Invite Conversation
Invite Conversation
Respond!
“Those who ignore the party/conversation/network when they are content and decide to drop in when they need the network may not succeed. It’s pretty easy to spot those that are just joining the network purely to take – not to give. Therefore, be part of the party/conversation/network before you need anything from anyone.”
- Jeremiah Owyang of Web-Strategist.com
Email Notifications
Respond! - Customer Service
Respond! - Volunteer Engagement
Radio personality!
Collaboration?
Respond! - Networking
Post Regularly
Use Tools Content Calendar Leverage Content Personal Stories 12:1 Rule
No Super-Human Skills Required
How?
Tools can help make process more efficient Be Strategic 15 Minutes Per Day?
Content Calendar – Manage Communications
Week Days Monday Tuesday Wednesday Thursday Friday Weekend Month January
Week of:Focus: Promote new sign-ups
Legend: Jan. 1Smith Family Profile
Status Tag Event on JCC Pg
FB Posts this wk
Theme: Personal Stories
eNewsletter Jan. 8 JCC Reading Video of Event
FB Posts this wk Keywords:
Facebook - Wall Jan. 15
Send link to sign-up for PJ
FB Posts this wk
Events: Readings at JCC
Facebook - Update Jan. 22
FB Posts this wk
Facebook Collab Month February
Video Week of:Focus: Love the PJ Library!
Blog Feb. 1Promote Feb. Readings
What do you love about PJ Library?
FB Posts this wk
Theme: Love of Books, PJ
Print Newsletter Feb. 8
Status Tag Event on JCC Pg
JCC Reading Video of
EventFB Posts this wk Keywords:
Twitter Feb. 15FB Posts this wk
Events: Readings at JCC
PR Feb. 22 FB Posts this wk
Events Month March Week of: Focus: Passover
Mar. 1FB Posts this wk Theme: Passover
Mar. 8FB Posts this wk Keywords:
Mar. 15FB Posts this wk
Events: Various Passover Events
Mar. 22 FB Posts this wk
Month April
What would your constituents want to read?» Events (PJ and Jewish Community)» News about local parenting/literacy programs» PJ Library book lessons» Videos of PJ Library books» Photos! (events, books, kids getting books, etc.)» Questions» Other?
What to post?
What Else Can You Post?
Stories/Testimonials Holiday messages Recipes Contests Other?
12:1
Post 12 things of interest to your constituents for every one post asking them for something.
Asking for something:» Subscribe» Renew» Tell a Friend» Register for an event» Donate
Remove Spam!
Collaboration – Status Tagging
Collaboration – Post as Your Page
Facebook Insights (> 30 users)
Promote Off-line - Set Username
Promote Off-line - Set Username (cont’d)
NOT
Promote Off-line - QR Codes
Other Channels - eNewsletters
“We really appreciate all the great info in this last newsletter. I try to find a good variety of classes for my son and your newsletter provided a great summary of classes available at all the local synagogues and temples. In fact, we registered for a class at Shaarey Zedek we wouldn't have otherwise known about. Thanks for all the information!!”
Become a Resources for Your Constituents!
(With ALL Digital Outreach Efforts)
Still More Channels!!
Goal 1______________
Goal 2______________
Goal 3______________
Blogs_________________________________________________________________
Video Sharing_________________________________________________________________
Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org)
Other_________________________________________________________________
Trad. Newsletter/Direct Mail____________________________________________________
Website_________________________________________________________________
Facebook_________________________________________________________________
eNewsletter_________________________________________________________________
Twitter_________________________________________________________________
Other Offline – Events, Calls, Mtgs.____________________________________________________________
Photo Sharing_________________________________________________________________
Ellie Gilbert with Daughter Jensen
“Because of the PJ Library, my child is being raised in a Jewish home, by Jewish parents, even if one of us didn’t start out that way. The impact, on my family at least, has been life-changing.”
Go For It!