2. 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 World Domination
3. • 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?
• How to use Facebook ads to target donors
What we’ll be talking about today:
Facebook Strategies for World Domination
4. brand
Your brand is the essential feeling people
get from their interactions with you.
Creating an effective Facebook marketing plan
Facebook Strategies for World Domination
5. 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 World Domination
6. Messagebrand Audience
Your Message is the two-way discussion
you have with your audience.
Creating an effective Facebook marketing plan
Facebook Strategies for World Domination
9. Let your people do the talking
Facebook Strategies for World Domination
10. 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 World Domination
11. #1: Start with
people in your
database!
Your Community
Subscribers
Donors
Volunteers
Let your nodes do the talking
Facebook Strategies for World Domination
12. 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 World Domination
13. What the heck is Edgerank?
Facebook Strategies for World Domination
14.
15. 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 World Domination
16. 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 World Domination
17. 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 World Domination
18. Let the love in!
Configuring your Page for maximum engagement
Facebook Strategies for World Domination
19. (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 World Domination
20. Configuring your Page for maximum engagement
Facebook Strategies for World Domination
21. When to post content
Facebook Strategies for World Domination
22. HubSpot found that
8pm is best for
comments and likes,
6pm for shares
When to post content
Facebook Strategies for World Domination
23. Confirm this with
your Page Insights!
When to post content
Facebook Strategies for World Domination
24. Confirm this with
your Page Insights!
When to post content
Facebook Strategies for World Domination
25. When to post content
Facebook Strategies for World Domination
26. You can also use PostPlanner which has additional scheduling features.
When to post content
Facebook Strategies for World Domination
28. Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Facebook Strategies for World Domination
Posting photos
29. Facebook Strategies for World Domination
Posting photos
Top emotions behind sharing:
Anger
Awe
Anxiety
Images speak
directly with the
Limbic system, the
seat of emotion
and action.
35. Drive more traffic with photosPosting photos
Facebook Strategies for World Domination
36. Post images on Pinterest that link back
to your Facebook photos
Create more exposure for
your top photos
Posting photos
Facebook Strategies for World Domination
38. Comment rates on questions are more than double comments
on non-question updates!
Posting text updates
Facebook Strategies for World Domination
39. Posting text updates Ask closed questions
Facebook Strategies for World Domination
40. •Specificity wins!
•Relevance wins!
•Preference questions
•Choice questions
•“Yes” or “No”
•Fill in the blank_____.
Posting text updates Ask closed questions
Facebook Strategies for World Domination
41. Posting text updates Ask closed questions
Facebook Strategies for World Domination
42. But can you actually raise money?
Facebook Strategies for World Domination
43. .
.
?
But can you actually raise money?
Facebook Strategies for World Domination
44. First some numbers...
A Handshake is not the
best tool
to collect
money
But can you actually raise money?
Facebook Strategies for World Domination
45. First some numbers...
Facebook is relational,
not transactional
But can you actually raise money?
Facebook Strategies for World Domination
46. First some numbers...
Facebook is about long-term
relationships with supports
But can you actually raise money?
Facebook Strategies for World Domination
47. 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 World Domination
48. 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 World Domination
50. A relatively new Facebook ad feature allows you to:
➡Reach lapsed donors.
➡Push unique post content based on donor levels.
➡Target donor segments with project-specific content.
➡Target Facebook users who are similar to your specific segments
➡Get your core supporters amped up with action-based messaging.
Target donor segments with Facebook ads
Facebook Strategies for World Domination
53. Free webinar:
Seven Powerful Ways
to Build Your Email
List With Facebook
Sign up here:
http://zmb.me/FBEMAILWB
Facebook Strategies for World Domination