Advanced Social Media Facebook & YouTube September 28, 2011 Kirsten Judd, Social Media Strategist NLC Social Media

Facebook Setting up your Facebook Page effectively Banner Profile Image Landing Page Understanding applications available to your organization Using Facebook advertising How to grow and interact with your followers Agenda – Part One

Agenda – Part Two YouTube Setting up your YouTube channel Using YouTube for marketing and advertising Using YouTube for customer service Increase followers (subscribers) to your YouTube channel Learn about the type of videos supported at YouTube, what you can/can’t do with your videos

Goals for the day Keep this training very informal, ask questions when you think of them Set up your Facebook & YouTube accounts effectively Increase your comfort level and understanding of using Facebook & YouTube for your organization Learn new ways to connect with your audience via Facebook & YouTube Enjoy some time out of the office!

Understanding Facebook

Fan Page or Group? Or Both? Fan PageGroup Pages are better for brands and organizations who want to interact with their fans without having them connected to a personal account Able to create ads and events Can host applications No limit on fans No connection to an individual Indexed by search engines Groups are great for organizing on a personal level and for smaller scale interaction around a cause Can create ads and events No applications 5,000 group members max More control of who can participate (permissions) Connected to the person who moderates the group Not indexed by search engines

Setting up your Fan Page To administer a page, you must have a Facebook account

Setting up your Fan Page Choose non-profit organization Enter organization name Agree to the terms Click get started Add photo or logo (CLICK SKIP FOR NOW)

Setting up your Fan Page Add Contacts Your friends Colleagues Coworkers Contacts of organization Supporters (CLICK SKIP FOR NOW) (We) are now on Facebook! Please “Like” our page so we can stay in touch! Stay tuned for a few exciting announcements about upcoming events. We greatly appreciate your support!

Setting up your Fan Page Add Website Add short description of organization (CLICK SKIP FOR NOW)

Click Edit Info to update:

Banner Profile Images First impressions Creates a Visual Appeal Elongates your page Speaks volumes with a photo or image Sizes can vary Recommend 350x650 px Create image and save as a jpeg the upload to photos section

Landing Pages StaticIFrameTab (app) Teaser to visitors of your page who have not “Liked” your page If they like what they see, they will Like your page to see more Need to create a full page advertisement that shows the uniqueness of your organization Can always add this later

Apps to consider Contact Form YouTube StaticIFrameTab WhatGives? Donation App Causes App

How to feed your page Interaction with Fans Give them plenty of things to do, think about, tips, tricks, tidbits, trivia Create events Ask open-ended questions to evoke responses Share positive uplifting stories, testimonials, photos, videos, links to stories Create conversation … ask questions, answer questions and say thank you to your fans MOST IMPORTANT: LISTEN to what your Fans are saying

Advertising on Facebook Simple way to reach new customers/supporters in a very targeted approach Identify what you want to promote Choose your demographics Set your budget (daily or PPC) Design an eye catching ad Place your ad Review results in Ads Manager

Facebook Advertising Target the Right People Think about the profiles of the people you want to reach with your ads, and select criteria based on what your audience is interested in You can target by: Location, Language, Education, and Work, Age, Gender, Birthday, and Relationship Status Likes & Interests: Select Likes & Interests such as ”heathcare", ”advocacy", or ”children” Friends of Connections Connections

Daily Budget: Set the maximum amount you want to pay each day - once you hit your daily budget your ad will no longer show Bid Price: Set a bid within or above the suggested range, and check your Ads Manager often to update it when the suggested range changes Set a budget that will allow you to effectively reach your target audience, and check your campaign performance often CPC vs CPM : Determine if you want to pay on a cost- per-click (CPC) or cost-per- impression (CPM) basis Manage Your Budget Facebook Advertising

Expand your reach Promote your Facebook page everywhere In-store signage; window clings signatures Business cards, letterhead Website (add a Like Box) Add a vanity URL - facebook.com/username facebook.com/username after you have 25 fans ( socialmedia) ( socialmedia

Understanding YouTube for Nonprofits & how to use it in your organization

Creating your YouTube Channel Create a YouTube account or Google account to create your channel Sign into your account to start customizing

Creating your YouTube Channel Go to Channel Design, choose a color scheme to match your logo or other materials, and decide which modules you'd like to display on your public profile. Continue completing the settings, add logo/photo, post information about your organization, and choose your primary video. The primary video will play automatically each time your channel is visited.

Expanding your reach with YouTube Create Direct Dialogue Videos Make videos that create a dialogue about your organization’s work, mission, and what you're trying to achieve. Ask questions and solicit video responses. Respond back with video responses. Creating conversation / relationships.

Expanding your reach with YouTube Create Call to Action Videos Harness the power of user-generated content by asking supporters to submit videos to your cause. Create an internal group to review these videos; find ways to give recognition to the best ones. Respond back with video responses. Creating conversation / relationships.

Expanding your reach with YouTube Create Videos that Tell Serial Stories Engage viewers with a series of videos that tell a story around a specific theme, and keep them coming back for more. Once you've created a few episodes, put them into a playlist. This allows you to develop several video narratives targeted at particular demographics.

Expanding your reach with YouTube Create Videos that Respond to Current Events Address relevant news stories by posting videos that explain your position. You can then embed them in s to your supporters—a video message can be more effective than an . Create Videos that Use Endorsements Whether they're from celebrities or people you've impacted, it helps to have supporters talk about why your work matters.

Expanding your reach with YouTube Create Videos that Respond to Complaints or Concerns Often, multiple people share a concern but only one will voice it. Use your video to address them all. Partner Up Create videos in conjunction with other organizations that compliment your mission or can assist you in promoting your cause.

Keys to a successful YouTube Channel Reach Out Post videos that get YouTube viewers talking, and then stay in the conversation with comments and video responses. Keep It Fresh Put up new videos regularly and keep them short—ideally under 5 minutes. Spread Your Message Share links and the embed code for your videos with supporters so they can help get the word out. Be Genuine High view counts come from content that's compelling, rather than what's "hip."

Take donations via YouTube Sign up for Google checkout merchant account Go to your Google Checkout Options, enter your ID and Merchant Key, and choose donation amounts. Once you've filled in the information, the button will appear on your public profile and all of your video pages.

Make the Most of your YouTube Channel Customize your own channel … consistent with the look of your other social networks Add subtitles to your videos ~ YouTube made this available in March ~ opens up your videos to the hearing-impaired Engage with the YouTube community (if not individuals then with content or channels that connect with your line of work) Organize your content (create lists of types of videos) Promote your videos on your other social networks (add it to Facebook, embed videos to your website or blog, tweet about it, etc.)

Keys to making great videos Provide good content in an engaging way (shock, surprise, humor, heartfelt) Keep videos 2-3 minutes long Excellent quality Always upload video in its original format and the highest quality possible Beware of music restrictions

Video formats supported WebM files - Vp8 video codec and Vorbis Audio codecs.MPEG4, 3GPP and MOV files - Typically supporting h264, mpeg4 video codecs, and AAC audio codec.AVI - Many cameras output this format - typically the video codec is MJPEG and audio is PCM.MPEGPS - Typically supporting MPEG2 video codec and MP2 audio.WMV.FLV - Adobe-FLV1 video codec, MP3 audio

Contact Information Kirsten Judd