Facebook has become one of the most important channels for engaging supporters online. Learn about specific tools, strategies and tactics to reach new supporters, deepen relationships with existing fans, and capture data so you can engage people off Facebook as well. This session is for the Facebook and social media page manager interested in list growth, supporter engagement and online funder cultivation. Attendees will walk away with: 1) Strategies for list building and supporter engagement on Facebook; 2) Access to free tools for assessing the performance of your Facebook page; 3) Recommendations for improvement based on your page’s current size and engagement score; 4) Insights into which of Facebook advertising options have been proving most cost effective. Hashtag for this is discussion was: #14NTCFB Speaker was Drew Bernard from ActionSprout.com

1. Drew Bernard - ActionSprout
Mark Giangreco - DGA
Alan Rosenblatt, Ph.D. Turner 4D
Beth Becker - Indigo Strategies
John Haydon - Inbound Zombie
Sarah Burris - ActionSprout
Facebook Strategy: Finding You
Supporters Among Your Fans
#14NTCFB

3. 1.The State of Facebook
2.TheThree Goals, Prioritized
3. PrioritizeYour work

4. IT’S A THANG
• 1.23B Active Monthly Users
• 57% of American Adults
• 73% USYouth (12 – 17)
• 20 Minutes PerVisit
• 338 Friends
• Like 40+ Pages
STATE OF
FACEBOOK

5. STATE OF
FACEBOOK
FACEBOOK = MOBILE!
• 680M Monthly Mobile Users
• 75% Login at Least Once a Day
• 60.3% of all mobile sharing
• Mobile – 914 minutes a month
(vs. 351 web)
• Over 50% of ActionSprout
Actions completed on Mobile
Posts under 80
characters get
66% more
engagement

6. NO FREE LUNCH

7. THE THREE GOALS
1. Increase Reach
2. Cultivate Relationships
3. Convert and Capture Supporter

8. REACH = LEVERAGE
What’s a reasonable expectation?
REACH

9. BEWARE OF VANITY
METRICS
REACH

10. Your page is your brand.
Your website inside
Facebook.
REACH
People only visit your page when driven
there

11. (Facebook only delivers your content to 15% of your
fans)
It’s All
About The
Newsfeed!!
REACH

12. Your Fans are
Your
Amplifier
No Fan Engagement = No Reach
REACH

13. CONTENT IS KING
Content That Serves Your Goals
REACH

14. REACH
20% unique content, 80% recycled high-performing

15. 80% PROVENVIRAL
Re-Use
Post content again that is working well on your own
page
Borrow
Adapt other pages high performing content to fit your
unique message
Flatter
Re-post content that is performing well on similar pages
REACH

16. A LITTLE CHEESE
GOES A LONG WAYS
And it can be good for you,
REACH

17. WOULDYOU SHARE IT?
REACH

18. MAKE IT RELEVANT
REACH

19. TRAINYOUR AUDIENCE
REACH

20. FINDING OVER-PERFORMING
CONTENT
Look for content that perform significantly better than average, relates to your work, and
can have a call to action added to it
REACH

21. IMAGE POSTS + LINK POST
REACH
Photo Post
Reach:
363,392
Link Post
Reach:
161,690

22. FB ADSWhat’s ROI Are You
After?
REACH
334,000 Reached
8,843 Engaged
(2.63%)
(Like, Share, Comment)
1,341 Took Action
(24%)
(Email, FB UID, Name, etc.)
478
Were fans

23. FB ADS
• Retarget Email
Supporter
• Lookalike audience
• WebsiteVisitors
• Friends of fans
• Look alike audiences
(Reach, Cultivate,
CAPTURE!)
REACH

24. CULTIVATE
RELATIONSHIPSMove People up the Ladder of Engagement
“Like if you
agree”
“Sign the
petition”
“Thank…”
“Sign the
Card”
“Pledge to
Help”
“Congratulate
”
CULTIVAT
E Direct
Message
Comment
s

25. LIKE
COMMENT
SHARE
&
BEYOND
CULTIVAT
E
• Design for Reach
• Cultivate Relationships
• Captured Data

26. LESS MONOLOG MORE DIALOG
Engage Directly… Be Genuine… Be Real
1. Ask Questions &
Listen
2. Engage In Comment
3. Direct Message
4. Email
CULTIVAT
E

27. 197 Engaged
(Like, Share, Comment)
79 Took Action
(Email, FB UID, Name, etc.)
12
Were fans
FACEBOOK
APPROPRIATE
ACTIONS
CULTIVAT
E

28. It’s not the number of
people
that matters. It’s how many
support your work!
CONVERT

29. CONVERT

30. FINDYOUR DENNIS
CONVERT

31. THE STATE OFYOUR PAGE
Quality and Quantity of…
1. Reach
2. Engagement
3. Conversion
YOUR PAGE

32. BEWARE OF VANITY
METRICS
YOUR PAGE

33. IMPACT REQUIRES
ACTION!
YOUR PAGE

34. YOUR PAGE
UNDERSTANDINGYOUR
CURRENT SITUATION
• Fan Count
• Number of People Talking
about you
• Post Reach
• Average Engagement per
post
• Engagement Score

35. SIZE ISN’T EVERYTHING
148K Fans 463K Fans
11% 1%
YOUR PAGE
1,300,000Talking
17K avg
engagement
62,000 Talking
5K avg engagement
1149 119

36. Goal 1: Without Reach, There is No Point!
Goal 2. Without Engagement There’s No Reach Or Conversion
Goal 3. Without Conversion, There is no Impact

37. What did you think?
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