facebook for executive staff

Sponsored by:

Facebook for Executive Staff

John Haydon

May 15, 2013

Twitter Hashtag - #npweb

Part

Of:

Sponsored by:

Advising nonprofits in:

• Strategy

• Planning

• Organizational Development

www.synthesispartnership.com

(617) 969-1881

[email protected]

INTEGRATED PLANNING

Part

Of:

Sponsored by: Part

Of:

Coming this June

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:

Facebook Strategies for Executive Staff

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,


http://inboundzombie.com/

http://inboundzombie.com/

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/

• 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:


brand

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

Creating an effective Facebook marketing plan


Audience

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

brand



Messagebrand Audience

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



MessageBrand Audience



http://zmb.me/FBMarketingWorkbook

Free workbook for creating a Facebook Marketing plan:




Let your people do the talking


Let your people do the talking

70% of us trust brand recommendations from friends, but only 10% of trust ads from brands.

- Forrester Research


#1: Start with people in your database!

Your CommunitySubscribersDonorsVolunteers

Let your nodes do the talking


Your NetworkYour community’s family, friends and acquaintances

#2: Create content they want to share with their friends!

Let your nodes do the talking


What the heck is Edgerank?


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.



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



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



Let the love in!

Configuring your Page for maximum engagement


(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



When to post content


HubSpot found that 8pm is best for comments and likes, 6pm for shares



Confirm this with your Page Insights!



You can also use PostPlanner which has additional scheduling features.



http://zfer.us/YqpuI

http://zfer.us/YqpuI

Posting photos


Images speak directly with the Limbic system, the seat of emotion and action.

Posting photos


Posting photos

Top emotions behind sharing:

AngerAwe

Anxiety

Images speak directly with the Limbic system, the seat of emotion and action.


Posting photos


Images also capture more phyical space in the newsfeed

Posting photos


Only post photos with a story!Posting photos


Tap emotionsPosting photos


Drive more traffic with photosPosting photos


Post images on Pinterest that link back to your Facebook photos

Create more exposure for your top photos

Posting photos


Posting text updates


Comment rates on questions are more than double comments on non-question updates!

Posting text updates


Posting text updates Ask closed questions


•Specificity wins!

•Relevance wins!

•Preference questions

•Choice questions

•“Yes” or “No”

•Fill in the blank_____.



But can you actually raise money?


.

.

?



First some numbers...

A Handshake is not the best toolto collectmoney




Facebook is relational, not transactional



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 affi

nity

This is where viral reach is created

Share their donation on Facebook

Donate for the first time via email



Email acquisition and advocacy are the best

ways to find new donors on Facebook



Free webinar:

Seven Powerful Ways to Build Your Email List With Facebook

Sign up here:

http://zmb.me/FBEMAILWB




Sponsored by:

Find listings for our current season

of webinars and register at:

NonprofitWebinars.com

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yourfacebook page

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