Using Facebook Effectively Rotary 9910 7 May 2017
Not Facebook 101 This is 2017, right?
Who am I? Don Pointon. President Elect of Rotary Birkenhead. 50 years old. I do product stuff at Pushpay, a NZ software company. I am 100% self-taught, so not a Facebook expert! don@ashore.co.nz 021 64 21 55
What will we cover today? - Some Facebook basics quickly - Your Objectives - Chasing the numbers - Effective posting, liking, commenting, tagging, sharing - Using events, video
Let s just take all this as read: Social media, blah blah, big numbers, blah blah, must do, blah blah, mobiles, blah blah, next generation, blah blah, Facebook.
What about?... Twitter too hard & too fringe. YouTube competitive. Tumblr too fringe. Instagram ineffective comms. Neighbourly next step. Google+ - OK, if you work at Google.
This is about marketing. Would you hand over the marketing of your club to your grandchildren? Or a 25 year old new member?
Most people won t go to your Club s facebook page
so you need to get your message in front of them.
1. The basics.
1. This is the really boring bit.
DEFINITIONS News Feed. Friends. Pages. Timeline. Posts. Groups.
The place where people start in Facebook is their News Feed.
Here s mine
News Feed the s*** that Facebook puts in front of you.
And here it is on big-screen internet
Friends your friends.
Friends - The people whose s*** gets put in front of you.
Pages - The organisations whose s*** gets put in front of you.
So if you want to get a message in front of people who aren t your friends, you need a Page.
And the stuff that page says are called posts.
And the collection of posts is called your Timeline.
Here s Rotary Birkenhead s timeline:
Groups - groups of people.
Groups for commoninterest chatting. Can be public or private.
2. Your Objectives.
Internal messages: Set up a private group and invite your club members to join. Chat and chat and chat.
External messages: Set up a club page. Post and post and post.
Most people won t go to your Club s facebook page
so you need to get your message in front of them.
This session: Is about posting as your club s page to get your message in front of people.
For Example: Rotary Birkenhead s FB Objectives Make people like* us. Recruit new members. *in the original meaning of the word.
3. Metrics.
3. Potentially this is a boring part as it s all about numbers.
3. but it s quick.
Caveat: The metrics which Facebook shows you are very limited until you have 100 likes.
Metrics: Measure & chase the direct things. number of page likes. number of post views.
Metrics: And become a bit obsessed about it.
Metrics: Measure & chase the direct things. number of page likes. number of post views.
4. Posting.
4. OK, so let s get practical.
Posting - How Often? Goldilocks I reckon about 1-3 posts per fortnight.
What Am I Going To Post? Mix it up... Speakers Club community activities Global stuff Trumpet blowing Topical (Seasonal) Support community groups Fun stuff Recruitment
What Am I Going To Post? Ask yourself: Is this interesting? Then either proceed or change it.
What Am I Going to Post? If you can t think of anything, and last week s speaker photo is another middle-aged pale-male in a jacket. Then What? Search on Rotary or Rotary Club in Facebook and steal some great ideas from clubs in NZ, UK, Australia, USA, etc.
What Am I Not Going To Post? The same sort of Anything that thing every time. doesn t target your Global stuff without objectives. thinking about it. Anything that fails Hand shakes. a So What? test. Rotary Jargon. Blurry Images. Internal Messages. Screeds of text.
Examples: Blurry & weird.
Examples: Boring & Blurry.
Examples:
Posting Images Always! Fewer & better. Crop. Enhance. Maybe add another image in comments? Words on Image? Organise a photographer. Steal images! Tag people. Natural vs posed?
Posting Text Get to the point. Shorter is better. Cull words. Read it out loud. Ask someone else. Fact check. Tag & Tag & Tag. Don t!over!exclaim!!!! Maybe turn off website preview. Use a heading? CTA!
CTA: Call To Action If you don t provide one - the next thing that will happen is that people will move on and forget about you. You HAVE TO tell people where to go now. Usually it ll be a link to your website. Learn more
Examples:
For Example: TL;DR
Examples:
5. Sharing.
Sharing Just do it.
Sharing Nope. We are not Nike. Just DON T do it. (Well, not when posting as your club, anyway.)
Sharing (when posting as your club) Remember your objectives? Remember CTA? Share & you lose the people. Steal, don t share. Sharing is lazy. Quality of image and text? Exceptions?
Sharing (when NOT posting as your club) Going Viral Tell your club members to share the club s posts! Share them yourself if need be (as you)
6. Tagging.
Tagging Going Viral Use @ then type Tag your speakers ahead (maybe ask them first) but sometimes Tag everything! this doesn t work. Tag your club. Ask someone else Not hashtags #! to tag the people you can t.
Example:
Example:
7. Liking.
Liking. Do NOT like your own posts, photos or comments. It looks cheap and desperate. And is VERY uncool. Pick your meme
Liking Get yourself noticed. Like as your club Local community schools, clubs, Plunket, Playcentre, etc., etc. Once a month minimum.
8. Commenting.
Commenting Treat like a post Beware Trolls. Same ideas: Use the tools: - image - hide - tags - delete - CTA - ban Comment on your own popular post to respond or add image.
9. Videos.
Videos Suitability of copied video? 30s attention span. Edit / shorten using Windows Movie Maker or Apple imovie. CTA on last frame. Beware linking to YouTube. If shooting: - landscape - short - edit - Stabilise - CTA
10. Events.
Events Great for Events! Invite people. Ask club members to invite people. Follow the posting ideas: - Image - Tags - CTA Remember to check Event Comments.
11. Last bit.
STOP PRESS: Rotary NZ Initiative Go to www.rotaryoceania.zone and search Facebook 2017 FACEBOOK PUBLICITY CAMPAIGN FOR ALL CLUBS Use assets and advice from here, and the help contacts.
Now What? 1. Like organisations in your community. 2. Check out other Rotary Club facebook pages and build an image library. 3. Write down your Facebook objectives. 4. Plan what/when you ll post this month. 5. Get club members teed-up for liking and sharing.
Most people won t go to your Club s facebook page
so you need to get your message in front of them.
.