1. Facebook: What Organizations Need to Know May 19, 2009 Kevin Martone and Joe Ruotolo Technology Program Team Grinspoon Institute for Jewish Philanthropy Celia Baczkowski Director of Development and Alumni Relations Surprise Lake Camp

2. Facebook: What Organizations Need to Know2 May 19, 2009 Agenda: Welcome and Tech Overview (Kevin Martone) 1:00 – 1:10 Facebook: What Organizations Need to Know (Kevin)  Social Media Overview 1:10 – 1:15  Facebook – How it can be used 1:15 – 1:20  Profiles, Groups, and Pages 1:20 – 1:40  Surprise Lake Facebook Page (Celia Baczkowski) 1:40 – 1:45  Facebook Page Demo – 1:45 – 2:00  How to Use/Maintain – 2:00 – 2:10 Feedback/Questions (Kevin) 2:10 – 2:20

3. Facebook: What Organizations Need to Know3 May 19, 2009 Notes on Today’s Session Today’s Topic  Many camps realize Facebook and other Social Media sites are an important tool for reaching out to constituents  Facebook has recently made major changes to their Organization Pages  Each camp needs to better understand how Facebook fits into their overall outreach and communications strategy…and how they can best implement it  This presentation will give both an overview for beginners and some more in-depth assistance for more advanced users The Presentations and Recorded Session will be available for download on http://webinar.gijptech.org within 48 hourshttp://webinar.gijptech.org

4. B) Audio pane – Select audio format. Click Audio Setup to verify Speakers & Microphone. C) Questions pane–Attendees can submit questions and review answers. D) Type your question and click Send to submit it to the organizer A) Grab Tab – Click double-arrows to open/close Control Panel. Click square to toggle Viewer Window between full screen/window mode. Click hand icon to raise/lower hand. Click mic icon to mute/unmute your audio

5. Facebook: What Organizations Need to Know5 May 19, 2009 Options for Audio You have two options for audio: oCheck your audio settings: o Click on the Audio Setup link on the Audio panel OR o Go to File  Preferences  Audio. (Fig. 1.2) oUnder Speakers Setup, select the proper device. Be sure to uncheck the Mute box. Hit OK. oIf you continue to have problems, please submit a Question and we will assist you. 1)If you want to use the Telephone, select Use Telephone. Please call the number displayed and enter both the access code and audio pin provided. 2)If you would like to use your Computer Microphone & Speakers, select the Use Mic & Speakers button. (Fig. 1.1) Fig. 1.1 Fig. 1.2 If you are having problems hearing the Webinar through your computer:

6. Facebook: What Organizations Need to Know6 May 19, 2009 Interacting with Presenters & Participants During the Session  We hope these sessions will encourage participants to ask questions and share their own experiences relating to the topic at hand.  To foster this interaction, we have enabled both the “Q&A” option and the “Raising Hand” option. Q&A – please use this feature to submit questions (or problems) to the organizers/presenters. They can then either pose the question to the group, respond immediately, or pull all the questions together and respond at the end of the presentation. Raising Hand – use this feature only if we specifically ask participants to do so.  We may also offer polls during the session to get feedback from all participants about their experiences, how the webinar is going, or to gather other information. After the Session  Please join the discussion on this topic in our Discussion Forums at http://forum.gijptech.org http://forum.gijptech.org  Please find all materials from this session (including a recording of the presentation) on our Webinar page at http://webinar.gijptech.orghttp://webinar.gijptech.org

7. Facebook: What Organizations Need to Know7 May 19, 2009 Social Media – What Is It? Thoughts? What IS Social Media? Difference between traditional websites and Social Media  Traditional: Organization posts information for others to read; no interaction  Social Media: Everyone has a say!

8. Facebook: What Organizations Need to Know8 May 19, 2009 Social Media – Why We Care Both a Challenge and an Opportunity Challenge – Your constituents may already be online discussing your organization, posting photos/videos. You can’t control the discussion. Opportunity – Social Media tools can be used to build community, reconnect with constituents, learn about concerns, and continue to build and update your constituent database. For free. Lisa Simpson: “Do you know that the Chinese use the same word for crisis as they do for opportunity?” Homer Simpson: “Yes – Crisitunity!”

9. Facebook: What Organizations Need to Know9 May 19, 2009 Social Media – Important Consideration These tools are free or low cost, but… …it takes time and resources to manage effectively Organizations must consider the use of these tools strategically, as part of an overall communication and outreach plan

10. Facebook: What Organizations Need to Know10 May 19, 2009 10 Social Media Tools And more…

11. Facebook: What Organizations Need to Know11 May 19, 2009 Facebook Popular, fast-growing social media site People can group together on Facebook under the name of your organization Listen: Where are your constituents? What are they saying? Posting?

12. Facebook: What Organizations Need to Know12 May 19, 2009 Facebook – How It Can Be Used Listen  All should be doing this already! Engage with NO official presence  Leverage existing grass-roots Facebook groups  Post actionable news Engage with official presence  Post actionable news  Engage in discussions  Message constituents  Official presence can be managed by Camp, Alumni Association, Alumni Committee, etc.

13. Facebook: What Organizations Need to Know13 May 19, 2009 Profiles, Groups, and Pages…Oh My! Personal Profiles  Must be an individual person  If an Organization uses this, Facebook can delete at any time  Needed to create/administer Groups or Pages Groups  Anyone with a Facebook Profile can create a Group on any topic  Probable that Groups are already created in your Organization’s name  Facebook user “Joins” a Group; becomes a “Member” Pages  For Organizations, Brands/Products, and Public Figures  Only official representatives can create/administer  Recently updated More interactive More like personal profiles  Facebook user Becomes a “Fan”

14. Facebook: What Organizations Need to Know14 May 19, 2009 Facebook Groups What are Facebook Groups?  Facebook Groups allow Users with similar interests to group together  Any Facebook User can create a Group (Do not have to be an official representative of an Organization)  Facebook Users can Join a Group, post photos, have discussions, etc. Pros  Send messages to up to 5000 Group Members’ Facebook Inbox  Can make a Group Secret or Closed to ensure Members are legitimate  Can remove a Member from a Group Cons  Limited Customization – Facebook Applications can’t be added  Limited news feed integration – difficult to spread the word virally  No Member/usage statistics

15. Facebook: What Organizations Need to Know15 May 19, 2009 Facebook Group – Example

16. Facebook: What Organizations Need to Know16 May 19, 2009 Facebook Pages What are Facebook Pages?  Facebook Pages allow users with similar interests to group together  Only official representatives of an Organization can create a Page  Facebook Users can Become a Fan of a Page, post photos, have discussions, etc. Pros  Highly Customizable – Can add tabs and applications  Strong news feed integration (status updates, etc.) – Viral outreach  Offer Fan/usage statistics (if more than 10 Fans)  Can restrict to specific ages or countries Cons  Can’t send messages to relatively prominent Facebook Inbox  Can’t remove a Fan from a Page  Once Pages are published, they are available to all Facebook Users (unless age or country restrictions imposed)

17. Facebook: What Organizations Need to Know17 May 19, 2009 Facebook Page – Example

18. Facebook: What Organizations Need to Know18 May 19, 2009 So…Group or Page? Page  For an organization’s official presence on Facebook, we recommend a Page Customizable Takes advantage of viral aspects of Facebook Only way for users to know it is the “official” presence on Facebook  However, Groups should still be reviewed and engaged – passionate fans are administering and joining these Groups!

19. Facebook: What Organizations Need to Know19 May 19, 2009 Surprise Lake – Facebook Page Created Dec. 2008 920+ fans and growing Frequent status updates

20. Facebook: What Organizations Need to Know20 May 19, 2009 Surprise Lake – Facebook Page Features:  Form for submitting contact information  Link to Online Giving  Causes App  Events  YouTube Videos  Photos

21. Facebook: What Organizations Need to Know21 May 19, 2009 Surprise Lake – Facebook Page Benefits:  Capture new names/emails (100+ submitted; at least 50+ new) Welcome email with links to Alumni registration page and list of benefits they’ll receive by signing up (eNewsletters, events, etc.)  Communicate to alumni where they are  Links to website and Alumni Portal 1,100+ click-throughs from Facebook to www.surpriselake.org since creation of the Facebook Page. www.surpriselake.org

22. Facebook: What Organizations Need to Know22 May 19, 2009 Surprise Lake – Facebook Page Key Takeaways  Want it to be interactive; return visits Try contests Other ideas?  Must keep it fresh (like website) Write status updates, send updates, welcome people who submit forms, etc. Can link blog to Page  Consider overall communication strategy Facebook vs. all other channels Existing Facebook Alumni Association Groups vs. Camp Page

23. Facebook: What Organizations Need to Know23 May 19, 2009 Demo – Making a Facebook Page

24. Facebook: What Organizations Need to Know24 May 19, 2009 Fundraising on Facebook Not great $ results…yet But…can engage and build base  Cultivate for other channels Use Actionable News to drive Fans to Website  Online Giving  Event Registration Various tools  Causes  ChipIn

25. Facebook: What Organizations Need to Know25 May 19, 2009 Collecting Constituent Data Privacy restrictions in Facebook No “silver bullet” for collecting contact info Use Actionable News to drive Fans to Website  Form to enter data Add form directly in Facebook Page eNewsletter signup widget

26. Facebook: What Organizations Need to Know26 May 19, 2009 How to Maintain Must maintain the presence long-term, just like a website  Who will maintain the Page?  Who will send messages, review discussions and pictures, etc.?  How often will content be added To truly take advantage of the viral potential of a Page, engaging content must be added frequently; fan-submitted content must be monitored on an on-going basis

27. Facebook: What Organizations Need to Know27 May 19, 2009 Questions? Photo by Xurble

28. Facebook: What Organizations Need to Know28 May 19, 2009 Grinspoon Institute Webinars – Feedback/Questions How did we do? How was the level of detail? What topics would you like to learn about in this format? Is there a topic you’d like to share in a future Webinar? Any other suggestions?

29. Facebook: What Organizations Need to Know29 May 19, 2009 Save the Date! Next Webinar… Will be back on Tuesday, September 15 at 1 PM EST Short break from our Webinars this summer In the meantime:  Check out our Webinar archives  Join the discussion on our Discussion Boards  Help us make these Webinars as helpful as possible to you: If there is a specific topic you would like us to present via our Webinars, let us know! If you would like to present in a Webinar on a specific topic, let us know! Keep an eye out for a possible “special” Webinar over the summer…

30. Facebook: What Organizations Need to Know30 May 19, 2009 For More Information This presentation and recorded session will be available in our Webinar archives by the end of the week: http://webinar.gijptech.orghttp://webinar.gijptech.org Tech Program Blog: http://blog.gijptech.orghttp://blog.gijptech.org Tech Program eNewsletter Archives: http://enewsletter.gijptech.org http://enewsletter.gijptech.org