How to do stuff: Facebook Page slash email list builder
Submitted by sean on Sat, 04/03/2010 - 19:54
A quick post about how United Cerebral Palsy leverages their Facebook Page fan base to grow their email list.
I had a chance recently to chat with Will Hull, eCommunications/eDevelopment Specialist with United Cerebral Palsy, to talk about how his organization uses their Facebook Page and the FBML application to increase follower engagement from just Facebook fan to Facebook fan and email subscriber. The main idea here is that UCP would like to talk with their followers via other channels, and dare I say it, move them into more engaged, involved, and even financial supporters of the organization.
Really, you need to have two items to get this done, a Facebook Page that you have worked tirelessly on building, promoting, communicating with and cultivating your fans/followers. It is ill advised to make anything other than building a strong dialogue with your new/potential members the first priority of your new Facebook Page. The other is a way to build a form to collect your list signups. Look to your email service provider, your website caretakers, your CRM system (like Convio, Blackbaud, etc) to help you with this process.
The following is how Will at UCP did it in three short steps.
1) Will added the FBML app to UCP's page. Well duh you say, but you need to know that it is not something that comes out of the box with a FB Page as you might think.
For the un-indoctrinated, Facebook Markup Language, or FBML for short, can be used to create html type content within Facebook. This allows you to add some of your own organization's look and feel (you know, brand, design, message etc) to your Facebook presence.
Adding the Static FBML Application
2) Then he copied and pasted html form code from his system into the FBML application. Will used Convio to build a survey to act as the template for their fan page form. With the form code in hand, Will then spiffed up the design with some photoshop magic, added the html code to the new FBML tab, and voila, a full fledged signup form for Facebook.
Pasting the code in the FBML application
As a quick aside, if you don't have a system like Convio to build the form for you, there are plenty of options out there for form collection. I recommend checking with your email service provider first, e.g. Aweber, Constant Contact, etc. Use their signup form builders to build a form to use on your Facebook Page.
3) UCP promoted the form by making it the "Default Landing Page" for Facebook users coming to the page. Facebook allows you to set the default tab that someone first sees when they visit.
Making the new FBML page the Default Landing Tab
When you do check out the form (and I know you will, right?), pay particular attention to how few demographic fields UCP is collecting. They are collecting only the information that is needed: first name, email, opt in preferences. Once the email is captured, there will be ample time to collect other information. In fact, in the full sign up process below, UCP waits until after the signup to prompt for more profile information.
"We didn't want our members to feel like they needed to give us their resume to sign up for our email list." - Will Hull on why they only collect name and email address on UCP's signup form.
It is also noteworthy to add that UCP moved any new email list subscribers immediately into a welcome track. Introducing these list newbies to the different aspects of the organization while their interest is strongest. A strongly recommended practice whenever you have new list members join.
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The end result:
Notice the "Join UCP FBML" tab is front and center (aka the default)
Thank you page confirmation hosted on UCP's system
The thank you email follow up
You can find Will online on twitter at @ecoordinator or on his blog, WillHull.com. Don't forget to check out the UCP Facebook page here.
Can't get enough? Recommended Facebook Pages reading:
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