If you’re like most nonprofits you probably already have a presence on Facebook. You have a page with an attractive cover image and maybe even a custom tab. You also consistently post content, and have maybe even tried Facebook ads. But you’re are still confused about the role Facebook plays within your overall marketing communications strategy. You’re not sure how Facebook fits within your events, your volunteer outreach, and your fundraising.
4. Sponsored by:
Today’s Speaker
John Haydon
Chief Heretic and Pyrotechnician
Inbound Zombie
Assisting with chat questions:
Jamie Maloney, 4Good
Founding Director of Nonprofit Webinars and Host:
Sam Frank, Synthesis Partnership
Part
Of:
6. Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Instructor at Marketing Profs University and Charityhowto.com
Speaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud’s BBCon, New
Media Expo, TechSoup, GrantSpace, Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood.
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund,
Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup,
WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife
Federation, Razoo,
Facebook Strategies for Executive Staff
7. • Creating an effective Facebook marketing plan
• Let your nodes do the talking
• What the heck is Edgerank?
• Configuring your Page for engagement
• When should I post content?
• How to use photos and text updates to spark engagement?
• Yeah, but can you raise money?
What we’ll be talking about today:
Facebook Strategies for Executive Staff
8. brand
Your brand is the essential feeling people
get from their interactions with you.
Creating an effective Facebook marketing plan
Facebook Strategies for Executive Staff
9. Audience
Your Audience is the various different
people you reach (or are trying to reach).
brand
Creating an effective Facebook marketing plan
Facebook Strategies for Executive Staff
10. Messagebrand Audience
Your Message is the two-way discussion
you have with your audience.
Creating an effective Facebook marketing plan
Facebook Strategies for Executive Staff
13. Let your people do the talking
Facebook Strategies for Executive Staff
14. Let your people do the talking
70% of us trust brand recommendations from
friends, but only 10% of trust ads from brands.
- Forrester Research
Facebook Strategies for Executive Staff
15. #1: Start with
people in your
database!
Your Community
Subscribers
Donors
Volunteers
Let your nodes do the talking
Facebook Strategies for Executive Staff
16. Your Network
Your community’s
family, friends and
acquaintances
#2: Create
content they
want to share
with their
friends!
Let your nodes do the talking
Facebook Strategies for Executive Staff
17. What the heck is Edgerank?
Facebook Strategies for Executive Staff
19. Edgerank is an algorithm that determines
whether a specific Page story will appear
in the Newfeed of a specific fan.
It ranks your
content, not your
Facebook Page.
What the heck is Edgerank?
Facebook Strategies for Executive Staff
20. Three factors that determine Edgerank:
(1)Relationship between user and story
(2)How people talk about that story
(3)How recently the story was published
What the heck is Edgerank?
Facebook Strategies for Executive Staff
21. You win in the Newsfeed when:
(1) People increasingly talk about your content
(2) You skirt Edgerank with other channels
(3) You publish content your community loves
(4) You use Promoted Posts wisely
(5) You invest time into replying to commenters
What the heck is Edgerank?
Facebook Strategies for Executive Staff
22. Let the love in!
Configuring your Page for maximum engagement
Facebook Strategies for Executive Staff
23. (1)Posting ability - Allowing users to post increases exposure for
your org through virality.
(2)Post visibility – If your org has a thriving community of
customers, displaying this section on your Page will help amplify
your community's voice on your Facebook Page simply
because what they post on your Page will have more visibility.
(3)Tagging Ability – This creates viral exposure when people tag
their friends
(4)Replies - This helps deepen discussions within comments
Configuring your Page for maximum engagement
Facebook Strategies for Executive Staff
24. Configuring your Page for maximum engagement
Facebook Strategies for Executive Staff
25. When to post content
Facebook Strategies for Executive Staff
26. HubSpot found that
8pm is best for
comments and likes,
6pm for shares
When to post content
Facebook Strategies for Executive Staff
27. Confirm this with
your Page Insights!
When to post content
Facebook Strategies for Executive Staff
28. Confirm this with
your Page Insights!
When to post content
Facebook Strategies for Executive Staff
29. When to post content
Facebook Strategies for Executive Staff
30. You can also use PostPlanner which has additional scheduling features.
When to post content
Facebook Strategies for Executive Staff
32. Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Posting photos
Facebook Strategies for Executive Staff
33. Posting photos
Top emotions behind sharing:
Anger
Awe
Anxiety
Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Facebook Strategies for Executive Staff
39. Drive more traffic with photosPosting photos
Facebook Strategies for Executive Staff
40. Post images on Pinterest that link back
to your Facebook photos
Create more exposure for
your top photos
Posting photos
Facebook Strategies for Executive Staff
42. Comment rates on questions are more than double comments
on non-question updates!
Posting text updates
Facebook Strategies for Executive Staff
43. Posting text updates Ask closed questions
Facebook Strategies for Executive Staff
44. •Specificity wins!
•Relevance wins!
•Preference questions
•Choice questions
•“Yes” or “No”
•Fill in the blank_____.
Posting text updates Ask closed questions
Facebook Strategies for Executive Staff
45. Posting text updates Ask closed questions
Facebook Strategies for Executive Staff
46. But can you actually raise money?
Facebook Strategies for Executive Staff
47. .
.
?
But can you actually raise money?
Facebook Strategies for Executive Staff
48. First some numbers...
A Handshake is not the
best tool
to collect
money
But can you actually raise money?
Facebook Strategies for Executive Staff
49. First some numbers...
Facebook is relational,
not transactional
But can you actually raise money?
Facebook Strategies for Executive Staff
50. Become aware of your cause when friends talk about your Page
Like,comment on,and share your updates
Continue engaging and like your Page
Advocate and/or join your email list
Trust and
affinity
This is where
viral reach is
created
Share their donation
on Facebook
Donate for the first time via email
Facebook Strategies for Executive Staff
51. First some numbers...
Email acquisition and
advocacy are the best
ways to find new
donors on Facebook
But can you actually raise money?
Facebook Strategies for Executive Staff
52. Free webinar:
Seven Powerful Ways
to Build Your Email
List With Facebook
Sign up here:
http://zmb.me/FBEMAILWB
Facebook Strategies for Executive Staff
53. Sponsored by:
Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
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Of: