How to create an epic presence on facebook for your nonprofit

How to Create an Epic Presence on Facebook for Your Non-Proﬁt

How to Create an Epic
Presence on Facebook for
Your Non-Proﬁt


What we’ll be talking about today...
• The three most important pillars of your content strategy
• Three shocking facts about every Facebook Page
• Edgerank deﬁned and why you should care
• What time and how often to post content
• How to post links in a Page story
• How to use photos to spark engagement
• How to use questions to spark conversations
• What about raising money?


First some numbers...

• 970 million active users (as of September 2012)
• 69% of people online in the United States use Facebook
• 50% of active users log in daily
• Average user is connected to 80 pages, groups and events
• 250 million photos are uploaded per day
• 2.7 billion likes and comments per day
• 550 million users access Facebook through mobile devices
• 89% of nonproﬁts have a Facebook Page


Three pillars of a content strategy



Your brand is the essential feeling people
get from their interactions with you.

brand



Your brand is the essential feeling people
get from their interactions with you.

Articulate and reﬁne, reﬁne and articulate!

brand



Your Audience is the various different
people you reach (or are trying to reach).

brand Audience



Your Audience is the various different
people you reach (or are trying to reach).

Articulate and reﬁne, reﬁne and articulate!

brand Audience



Your Message is the two-way discussion
you have with your audience.

brand Audience Message



Your Message is the two-way discussion
you have with your audience.

Listen, Articulate, reﬁne, repeat.

brand Audience Message



Brand Audience Message


And now, the shocking truth...



(1) Non-fans can comment on your
Page updates



Page updates
(2) 84% of your fans don't get your
content in their newsfeed!



Page updates
(2) 84% of your fans don't get your
content in their newsfeed!
(3) Less than 5% of your Facebook
Page fans visit your Facebook
Page!


What the heck is Edgerank?



Edgerank is Facebook’s 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.



Three factors that determine Edgerank:

(1)Relationship between user and story
(2)How people talk about that story
(3)How recent the story was published


Conﬁgure your page for engagement

Let the love in!



Posting ability - Allowing users to post increases exposure for your org through virality.

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.

Tagging Ability – This creates viral exposure when people tag their friends

Moderation and Profanity Blocklists - This helps mitigate any possible negative effects
from openning up posting abilities.


Know the best time of day to post



Buddymedia found a
20% higher rate of
engagement for these
posts published in the
mornings and evenings.



Conﬁrm this with your
Page Insights.


Know how many times per day to post


Know how many times per day to post

4-6 posts
per day
Conﬁrm this with your
Page Insights.


Ok, but what do we post?


The best way to post links



http://bit.ly/ClickatYourOwnRisk

Don’t shorten URLs!



If you need to schedule
posts, use PostPlanner



Make sure the article stands out!
Edit the title, description and preview picture


the best way to post Photos



Make sure that they’re at least 846 x 403
pixels (iPhone photos are 1936 x 2592).



Use Reddit, Pinterest and Digg to
curate awesome images.



One aspect of viral content is allowing
users to make it their own.



Game Edgerank by posting photos from
blog posts instead of just posting a link.



Post images on Pinterest that link back to
your Facebook photos



And don’t forget cover photos
for your fans!


What about pinning and highlighting?


Pinning and Highlighting

Pin your top stories from the
previous week



Highlight stories with photos to break
up the visual spacing of your Timeline



When you highlight, reposition photos


Ok... What about just regular text
updates?


Post short updates

Less than 80 characters is best


Post Questions

Comment rate more than doubles!


Use updates as simple poll questions

This gives your fans the freedom
on commenting!


Try using Unusual Characters or
Bolding at the beginning

This creates a purple cow


Share posts from other Pages

This is a great way to nuture
peer relationships!


Share posts from other Pages

Make this easy to manage by
liking other Pages as a Page


Use Insights

Always conﬁrm your gut


But can you actually raise money?


.

.

?

FirstCreate an Epic Presence on Facebook for Your Non-Proﬁt
How to some numbers...

.

.

?



A Handshake is not the
best tool
to collect
money


✓Facebook creates awareness for your campaign
✓Facebook helps begin relationships with donors
✓Facebook helps nurture relationships with donors
✓Facebook allows core supporters to share your campaign
✓Facebook helps trend your campaign
✓Facebook helps you report outcomes
✓Facebook helps you stay in touch
✓And yes, Facebook can help you collect donations



Facebook is about long-term
compounded growth.



Donate for the first time via email

Advocate and/or join your email list

ity
fin
af Like your Page
nd
ta
us
Tr
Like, comment on, and share your updates

Become aware of your cause when friends talk about your Page



Email acquisition and
advocacy are the best
ways to ﬁnd new
donors on Facebook



e
The [organization] now has a more powerful way for you to connect with us on Facebook.

at
We’ve created a new Facebook Page designed to better serve the population of those affected by
[disease they focus on]. The address is http://facebook.com/[customURL].

pl
What can you expect by connecting with us on Facebook?

m
• You’ll find information related to [disease] support

te
• You’ll find information related to [disease] awareness and research

• You’ll be able to start and join discussions on a variety of topics
e
• You’ll be the first to hear about events in your geographic area
pl
• And finally, you’ll join a community who share commons experiences with [disease]
m

So please join us at our new page and invite your friends to join -> http://facebook.com/[customURL]

And thanks!
Sa



“Join our Facebook discussion next Tuesday night”

Subject lines are everything

“What you won’t ﬁnd on our Facebook Page”

“This is why Facebook needs a ‘love’ button”


Wow...
I learned a lot today...


Who is John Haydon?

Founder of Inbound Zombie - a non-proﬁt social media consultancy in Cambridge, MA
Co-Founder of SocialBrite and 501 Mission Place
Speaker: Nonproﬁt Technology Conference, BlogWorld, TechSoup, NetworkForGood and more...
Author: Facebook Marketing for Dummies
Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners
Hospitals for Children, Opportunity Works, Community TechKnowledge, HopeLab, Healthy Babies Project,
Scholastic, TechSoup, MarketingProfs, WaterAid America, University of Massachusetts
Subscribe to John’s blog for free and get three articles each week delivered to your inbox!

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