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FACEBOOK
                              BEST PRACTICES
                                    FOR
                               NONPROFITS




                              Compass Point
  @jfouts
Wednesday, October 19, 2011                    1
WHAT ARE
    YOUR GOALS?
               Increased donations
               Volunteerism
               Community outreach
               Email signup
               Brand awareness




  @jfouts
Wednesday, October 19, 2011          2
Wednesday, October 19, 2011   3
YOUR PLAN
                                 • Resources

                                 • Content   frequency
                                 • Fan   focus/content
                                 • Tools/apps

                                 • Facebook    Connect
                                 • Ads


  @jfouts
Wednesday, October 19, 2011                              4
ENGAGEMENT STRATEGY

   • Open             Graph
   • Post          as page
   • Create              shareable content
   • Contests

   • Shop




  @jfouts
Wednesday, October 19, 2011                  5
Wednesday, October 19, 2011   6
Wednesday, October 19, 2011   7
Wednesday, October 19, 2011   8
Wednesday, October 19, 2011   9
DESIGN
                                simple
                              shareable
                               focused




Wednesday, October 19, 2011               10
Wednesday, October 19, 2011   11
Wednesday, October 19, 2011   12
Wednesday, October 19, 2011   13
Wednesday, October 19, 2011   14
DON’T REINVENT THE WHEEL




                   Votigo


  @jfouts
Wednesday, October 19, 2011     15
DON’T REINVENT THE WHEEL

                              Personalization




  @jfouts
Wednesday, October 19, 2011                     16
Wednesday, October 19, 2011   17
What if nobody comes?


  @jfouts
Wednesday, October 19, 2011      18
COMSCORE

           • Users   40-150% rely on                 • 30% revisit a page they
               newsfeed                               have fanned
           • 3.5%             of users active on a   • 9.6%   revisit a conversation
               page
           • 2/3        of posts have activity




Wednesday, October 19, 2011                                                            19
EDGERANK



           • Every            object is scored   • Use   photos and videos
           • No     engagement = 0               • Open   Graph on websites
               visibility
                                                 • Create   affinity
           • EdgeRankChecker.com

           • Ask         for the share

Wednesday, October 19, 2011                                                   20
UP YOUR EDGERANK
    • Be       direct                 • Choose   images for POP
    • Don’t           use jargon      • Usereal interests for
                                       keywords
    • Be       personal
                                      • Narrow    demographics
    • Show            your passion
                                      • Create   multiple ads (A&B
    • ASK          for the like        test)
    • Promo              codes        • Focus   on performance


  @jfouts
Wednesday, October 19, 2011                                          21
CM PHOTOGRAPHICS




  @jfouts
Wednesday, October 19, 2011                  22
DEMOGRAPHIC TARGETING


    • 24-30   yr old women whose
       status = “engaged”
    • $600           ad investment
    • $40,000                 direct revenue
    • 19,610             fans


  @jfouts
Wednesday, October 19, 2011                    23
SOCIAL ADS


                              • 85%   more effective
                              • Leverage     friends’ likes
                              • Users   profile image
                              • Especially   good for events

  @jfouts
Wednesday, October 19, 2011                                    24
EARNED MEDIA




                              800,000 users shown 125 ads by 75 brands
  @jfouts
Wednesday, October 19, 2011                                              25
THE LESSON?

                                • Paidmedia is a catalyst-follow
                                  through with valuable content
                                • Don’t     re-invent the wheel
                                • Be     real, be human
                                • It’s   all about what the user wants


  @jfouts
Wednesday, October 19, 2011                                              26
MEASUREMENT
                     Website       Referral tracking, clickthroughs, comments on website
                     Analytics

                Conversation       Listen and respond to user discussions on the page
                 Monitoring

                    Facebook       Number of fans, engagement, comments, views of video and photos
                     Insights

                     Word of       Ask your volunteers, donors, recipients what they think!
                     Mouth




Wednesday, October 19, 2011                                                                          27
QUESTIONS?

             Janet@JanetFouts.com
             SocialMediaCoachingCenter.com
             Twitter- @Jfouts
             Linkedin - JanetFouts
             408.216.7423




Wednesday, October 19, 2011                  28

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Facebook best practices for nonprofits

  • 1. FACEBOOK BEST PRACTICES FOR NONPROFITS Compass Point @jfouts Wednesday, October 19, 2011 1
  • 2. WHAT ARE YOUR GOALS? Increased donations Volunteerism Community outreach Email signup Brand awareness @jfouts Wednesday, October 19, 2011 2
  • 4. YOUR PLAN • Resources • Content frequency • Fan focus/content • Tools/apps • Facebook Connect • Ads @jfouts Wednesday, October 19, 2011 4
  • 5. ENGAGEMENT STRATEGY • Open Graph • Post as page • Create shareable content • Contests • Shop @jfouts Wednesday, October 19, 2011 5
  • 10. DESIGN simple shareable focused Wednesday, October 19, 2011 10
  • 15. DON’T REINVENT THE WHEEL Votigo @jfouts Wednesday, October 19, 2011 15
  • 16. DON’T REINVENT THE WHEEL Personalization @jfouts Wednesday, October 19, 2011 16
  • 18. What if nobody comes? @jfouts Wednesday, October 19, 2011 18
  • 19. COMSCORE • Users 40-150% rely on • 30% revisit a page they newsfeed have fanned • 3.5% of users active on a • 9.6% revisit a conversation page • 2/3 of posts have activity Wednesday, October 19, 2011 19
  • 20. EDGERANK • Every object is scored • Use photos and videos • No engagement = 0 • Open Graph on websites visibility • Create affinity • EdgeRankChecker.com • Ask for the share Wednesday, October 19, 2011 20
  • 21. UP YOUR EDGERANK • Be direct • Choose images for POP • Don’t use jargon • Usereal interests for keywords • Be personal • Narrow demographics • Show your passion • Create multiple ads (A&B • ASK for the like test) • Promo codes • Focus on performance @jfouts Wednesday, October 19, 2011 21
  • 22. CM PHOTOGRAPHICS @jfouts Wednesday, October 19, 2011 22
  • 23. DEMOGRAPHIC TARGETING • 24-30 yr old women whose status = “engaged” • $600 ad investment • $40,000 direct revenue • 19,610 fans @jfouts Wednesday, October 19, 2011 23
  • 24. SOCIAL ADS • 85% more effective • Leverage friends’ likes • Users profile image • Especially good for events @jfouts Wednesday, October 19, 2011 24
  • 25. EARNED MEDIA 800,000 users shown 125 ads by 75 brands @jfouts Wednesday, October 19, 2011 25
  • 26. THE LESSON? • Paidmedia is a catalyst-follow through with valuable content • Don’t re-invent the wheel • Be real, be human • It’s all about what the user wants @jfouts Wednesday, October 19, 2011 26
  • 27. MEASUREMENT Website Referral tracking, clickthroughs, comments on website Analytics Conversation Listen and respond to user discussions on the page Monitoring Facebook Number of fans, engagement, comments, views of video and photos Insights Word of Ask your volunteers, donors, recipients what they think! Mouth Wednesday, October 19, 2011 27
  • 28. QUESTIONS? Janet@JanetFouts.com SocialMediaCoachingCenter.com Twitter- @Jfouts Linkedin - JanetFouts 408.216.7423 Wednesday, October 19, 2011 28