Enhance your communications with your audience by developing a social media plan with clear goals and measurement tools. www.dnacc.com

1. Becoming E‐literate
in the Facebook World
Presented by:
Presented by:
DNA Creative Communications, LLC
Copyright© 2012

2. The Platforms
The Platforms
• A platform that gives people the power to
A platform that gives people the power to
communicate more efficiently with their
friends, family and coworkers by providing
friends family and coworkers by providing
technologies that facilitate the sharing of
information and making the world more open
information and making the world more open
and connected.
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3. Opportunities
O t iti
 Low‐cost, easy‐to‐use communications plan
• Free to use, along with tutorials and site support
•YYou can’t afford not to participate!
’t ff d t t ti i t !
 Interactive community
Interactive community
• Gives users and organizations their own identity
• Offers conversation walls, group messaging, polling
features and photo sharing
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4. Opportunities
O t iti
 Mutually Beneficial
Mutually Beneficial
• Allows you to listen and respond on a personal,
integrated level
•UUse as an educational resource, a recruitment tool, and
d ti l it tt l d
fundraising mechanism
 Public Relations Boost
• Spreads your message through your supporters!
• Facebook has over 750 million active users to
b kh ll
potentially reach
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5. Social Media
It IS…
It IS… It is NOT…
It is NOT…
• Consumer‐driven • Controlled
• TTransparent
t • IImpersonall
• Engaging • Formal
• Inclusive • Exclusive
• Sincere • One‐sided
One sided
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6. The Details
The Details
• Not just youth…28 million people over the age of 45
Not 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 about
Fans individuals that choose to know more about
an organization (you)
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7. Seniors:
:
The New Facebook Users
• 1 in 5 seniors using Facebook log on for an hour on
any given day
any given day
• 63% f
63% female; 37% male
l 37% l
• The 74+ demographic is the fastest growing on
Facebook
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8. Top Motivations for Use
T M ti ti f U
• St i i l
Staying in closer touch with family—especially
t h ith f il i ll
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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9. 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
Copyright© 2012

10. Building a Plan
B ildi Pl
• Most important part of a Social Media campaign
Most 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
Copyright© 2012

11. Determine Your Goals & Objectives
Determine Your Goals & Objectives
• Build relationships
Build relationships
• Increase awareness
• Increase event attendance
Increase 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
Copyright© 2012

12. Step 1: Setting Up a Page
Step 1: Setting Up a Page
• Facebook Page
– A public profile that lets users connect to an organization
they care about
they 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
creating your organization’s page
ti i ti ’
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13. Step 2. Listen
Step 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 serve
Listen to and observe other organizations that serve
a similar audience that are using Facebook well
• Take note of the needs of your community of seniors
Take note of the needs of your community of seniors
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14. Step 3: Find Your Audience
Step 3: Find Your Audience
• Start with who you know
Start with who you know
– Reach out to your existing community
• Add a Facebook Like icon to your website & email
Add 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 easily
www facebook com/username so supporters can easily
find and Like your Page
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15. Step 4: Develop a "posting” plan
St 4 D l " ti ” l
• 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 regularly
Updating your status regularly
– Offering exclusive content and latest news
– Using the Questions app to solicit
Using the Questions app to solicit
feedback/opinions
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16. 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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17. Interact with Your Audience
Interact with Your Audience
• E
Engage your audience through interesting
di th hi t ti
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 feedback
Poll your audience to get their feedback
– Ex. “What’s your favorite event so far this year?”
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18. Posting an Event
Posting 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 members
y
• Be descriptive and ask others to post their comments
• Share photos and videos of previous events to
Share photos and videos of previous events to
promote new events
• Post photos and videos after for all to enjoy (and tag
p j y( g
members who appear in photos!)
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21. Picture Privacy & Permissions
• H
Have written consent from individuals before
itt tf i di id l b f
posting pictures of them representing your
organization
i ti
• At events, have signage noting “Picture Zone!
You may be photographed to share this event
on our Facebook page.”
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22. Step 5: Build your community.
Step 5: Build your community
• Be creative in ways to get them involved
Be 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 updates
Calendar updates
• Host workshops to teach seniors how to use Facebook!
Copyright© 2012

23. Be an Expert
Be an Expert
• Utilize the knowledge you have and make it known
Utilize the knowledge you have and make it known
• Post links to your site
• Link to articles from other reputable sources
Link 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
Copyright© 2012

24. What s Next?
What’s Next?
• Once you promote and engage seniors with
Once you promote and engage seniors with
your Facebook page, help share your
knowledge!
– Host workshops for your seniors; teach them how
to upload and view pictures, connect with old
to upload and view pictures, connect with old
friends and find resources
– Need help? DNA offers this service!
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25. Top Tools Requested By Seniors
T T l R t dB S i
to Demo/Explain
/ p
• How to interpret/modify Privacy settings
• How to upload pictures and videos
• How to add information to Profiles
How to add information to Profiles
• How to message someone privately
• How to find Pages for favorite organizations
H t fi d P f f it i ti
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26. Foster a New Audience
Foster a New Audience
Who else can you reach through your seniors?
Wh l h th h i ?
(A new audience!)
• Their families
• Their friends
Their friends
• Their friends and family
• G
General community
l it
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27. Step 6: Optimize your Page
Step 6: Optimize your Page
• Facebook offers tools to help you analyze
Facebook 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
y
your community finds appealing
y pp g
– Get insights about your Page’s visitors
– Increase connections and interactions!
Increase connections and interactions!
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28. Manage the Campaign
Manage the Campaign
• One person should be responsible for
One person should be responsible for
maintaining the social media presence for
your organization
your organization
• Everyone should offer suggestions for topics
• S i l
Social media should be monitored daily
di h ld b i d d il
– One hour is sufficient per day, but a policy should
be in place
b i l
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29. Negative Comments
Negative Comments
• Don t be afraid but don t be too hasty
Don’t be afraid but don’t be too hasty
• Do not delete a post unless it is explicit
• Never ignore a comment
Never 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 place
A policy for appropriate posting should be in place
• A negative can always become a positive
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30. Measure Success
Measure Success
• Traffic
Traffic – statistics
• Interactions
• Unique visitors – to platforms
i ii l f
• Web site visitors
• Search marketing
• Donations
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31. Research Your SEO
Research Your SEO
• Register with social media and web site search
Register with social media and web site search
engines
– Google Alerts
Google Alerts
– SocialMention
• C d t
Conduct searches regularly
h l l
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32. Reports
• Review reports from platforms
• Facebook Insights develop metrics around
your content
your content
• Gather data from the IT Department or the
company that handles your web site
company that handles your web site
• If you don’t already have Google Analytics on
your web site, get it!
b it t it!
• Review the details to measure your success
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33. Facebook Insights (Ex.)
Facebook Insights (Ex )
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34. 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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35. Facebook Insights
Facebook Insights
• “People Talking About This”
– Indicates how many are “talking about” your org across
Facebook
F b k
– Includes Wall posts, Likes, mentions, shares, comments,
p
photo tags and check‐ins
g
– Why? To prove that engagement matters!
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36. Facebook Insights
Facebook Insights
• “Weekly Total Reach”
– Shows number of people who have been exposed to any
Shows number of people who have been exposed to any
type of content associated with your Page in last 7 days
Copyright© 2012

37. Reports
• Review reports from platforms
Review reports from platforms
• Gather data from the IT Department or the
company that handles your web site
company that handles your web site
• If you don’t already have Google Analytics on
your web site, get it!
b i i!
• Review the details to measure your success
Copyright© 2012

38. The Booklet
The Booklet
• Review the booklet and review some good
Review the booklet and review some good
examples
• Are you using social media already?
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39. What can we do for you?
What can we do for you?
• DNA provides full‐service assistance for all of
DNA provides full service assistance for all of
your online communications, from website
recommendations, and electronic newsletter
recommendations and electronic newsletter
programs to social media strategies. We will
work with you in a variety of ways to enhance
work with you in a variety of ways to enhance
your online presence!
Copyright© 2012

40. Social Media Evaluation
Social Media Evaluation
• DNA will evaluate your current online
DNA will evaluate your current online
communications and make recommendations
on how you can take them to the next level.
on how you can take them to the next level
• Cost = $1,900
Copyright© 2012

41. Social Media Development
Social Media Development
• DNA will set up two social media outlets for
DNA will set up two social media outlets for
you and provide training on how to develop
an online communications plan that will
an online communications plan that will
provide results.
• Cost = $3 325
Cost = $3,325
Copyright© 2012

42. Social Media Plan & Strategy
Social Media Plan & Strategy
• DNA will evaluate your communications assist
DNA will evaluate your communications, assist
and train you in setting up your outlets,
develop a social media plan and streamline
develop a social media plan and streamline
your online communications strategy.
• Cost = $4 750
Cost = $4,750
Copyright© 2012

43. Full Service Social Media Planning
Full 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.
Copyright© 2012

44. Get Social with Us!
• Fan us on Facebook –
DNA Creative Communications
• Follow us on Twitter –
dna_cc
dna cc
• Find us on LinkedIn –
Dana Morgan
Debbie Nelson
Copyright© 2012

45. Need Help?
Need Help?
Call DNA for the development of your strategic
social media plan or hands‐on workshop
training
DNA Creative Communications
DNA Creative Communications
864‐235‐0959
dana@dnacc.com
www.dnacc.com
Copyright© 2012