facebook marketing for nonprofits: ignite your community & attract more supporters
DESCRIPTION
Facebook is a great social platform for marketing business initiatives – including non-profit initiatives. The challenge is getting noticed, creating an engaging community, and leveraging the platform to broaden your marketing reach. In this workshop you will learn strategies to help you build engagement within your Facebook Page, encourage comments, Likes and shares, learn to manage and develop effective content within your community, and attract more likes. This workshop will teach you how to become a Power Facebook Marketer.Takeaways• Key tips to build engagement with your community• Strategies to attract more Likes, Shares & Comments• Strategies to effectively market your non-profit initiativesTRANSCRIPT
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Copyright ©2012 Going Social
INTRODUCTION
Lowell Brown
Social Media Marketing
Advisor & CEO
Going Social
We specialize in highly effective Social Media
Marketing services for businesses &
organizations so they can build leads & referrals
and get more sales faster.
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Copyright ©2012 Going Social
FACEBOOK MARKETING FOR NON-PROFITS
We have a big challenge.
• Getting Noticed
• Creating and engaging a community
• Leveraging Facebook to broaden marketing reach to build
awareness
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Copyright ©2012 Going Social
FACEBOOK MARKETING FOR NON-PROFITS
What We’ll Discuss Today
• Strategies to build engagement
• How to encourage Likes, Comments & Shares
• Best practices for you to manage and develop effective content
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Copyright ©2012 Going Social
Is it a numbers game?
FACEBOOK MARKETING FOR NON-PROFITS
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HubSpot Study from 4,000 businesses with a Facebook Page
Businesses with 501 - 1,000 Facebook fans have 3.5X more traffic than
those with 1 - 25 fans.
Businesses with over 1,000 Facebook fans had 22X more traffic.
To have “fans” or “followers” you really need to start talking, engaging
and build relationships for that traffic to happen.
FACEBOOK MARKETING STATS
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Copyright ©2012 Going Social
ENGAGEMENT: DEFINITION
What Does Engagement Mean To You?
Let’s Define Engagement
Engaging - Being Engaged...
One-to-one vs. One-to-many
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ENGAGEMENT: DEFINITION
What is Engagement?
Click-through
Like
Share
Comments
Subscribe
Polls
Events
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Copyright ©2012 Going Social
ENGAGEMENT: CONTENT IS KING
Where Does Engagement Start?
Content
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Copyright ©2012 Going Social
SOCIAL MEDIA GOAL SETTING
Before we can plan
content we have to establish
social media marketing goals.
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SOCIAL MEDIA GOAL SETTING
What are your goals for using Social Media?
• Increase funding / Donations
• Generate more awareness
• Promote products & services
• Connect with customers
• Build brand awareness
• Drive web traffic
• Expand market reach
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SOCIAL MEDIA GOAL SETTING
• Get better referrals
• Reduce marketing expenses
• Get Walk-in-traffic
• Promote an event
• Convert more sales, faster
• Develop partnerships/affiliations
• Share information faster
Exercise: Set Three Social Media Goals
• Increase funding / Donations
• Generate more awareness
• Promote products & services
• Connect with customers
• Build brand awareness
• Drive web traffic
• Expand market reach
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Copyright ©2012 Going Social
SOCIAL MEDIA GOAL SETTING
Let’s get very specific
• How many much funding revenue in 30 days?
• How many new Likes, Comments, Shares?
• How many new fans / followers?
• How many posts will you make and how often?
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ENGAGEMENT: CONTENT PLANNING
With goals in mind, you can start
Planning
your audience and start conversations
Content that will ENGAGE
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Copyright ©2012 Going Social
ENGAGEMENT: CONTENT PLANNING
Know Your Audience
• Who is your audience?
• What Social Platforms are best to reach your audience?
• What type of content can you share?
• What type of content is interesting to your various
audiences?
• What content can you start a conversation about?
• Think about how you can measure your social media goals.
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Copyright ©2012 Going Social
ENGAGEMENT: CONTENT TIPS
• What do you want to do? Inform, Promote, Relate
• The best content inspires sharing.
A word of advise or one sentence can go a long way.
Vary the type of content you share.
• Use various tools available on Facebook.
Post pictures & video, ask questions, share links, promote
events.
• Become the expert in your field.
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Copyright ©2012 Going Social
ENGAGEMENT: CONTENT PLANNING
• Create a 30 day content calendar - Prep week by week
• Continually review your Social Media Goals Prep in advance
70% - 80% of the posts you will publish.
• What is the best time of day, for a given day of the week, to
reach your audience(s)? Schedule social posts using 3rd
party web services/software.
• Be part of the
conversation.
• Establish a way to monitor
and review engagement of
content.
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Copyright ©2012 Going Social
FACEBOOK MARKETING FOR NON-PROFITS
We now have overall campaign goals.
We have a
Now, we need to build ENGAGEMENT
to GROW our audience.
Content Strategy.
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Copyright ©2012 Going Social
FACEBOOK MARKETING FOR NON-PROFITS
LIKE SHARE C O M M E N T
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Copyright ©2012 Going Social
FACEBOOK MARKETING FOR NON-PROFITS
Why is this important?
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Copyright ©2012 Going Social
FACEBOOK MARKETING FOR NON-PROFITS
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Copyright ©2012 Going Social
FACEBOOK MARKETING FOR NON-PROFITS
Leverage Facebook’s Platform
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Copyright ©2012 Going Social
FACEBOOK PAGE BRANDING
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Copyright ©2012 Going Social
FACEBOOK PAGE BRANDING
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Copyright ©2012 Going Social
FACEBOOK PERMISSION SETTINGS
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PHOTO SHARING
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PHOTO SHARING
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PROMOTE EVENTS
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ASK QUESTIONS
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EXTEND FACEBOOK WITH APPS
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EXTEND FACEBOOK WITH APPS
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EXTEND FACEBOOK WITH APPS
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EXTEND FACEBOOK WITH APPS
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EXTEND FACEBOOK WITH APPS
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FACEBOOK ADS
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How To Buy Ads
• You can set a lifetime budget or monthly.
• Ads can run ongoing or you can set start/stop dates.
• You can run multiple ads at once.
• You create the ad copy and upload ad imagery.
• Facebook puts all ads through an approval process.
• Not guaranteed - Ads could get disapproved - Ad guidelines.
• You can select which Facebook users to target.
FACEBOOK ADS
Copyright ©2012 Going Social
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Targeting Options
• Geographic location
• Demographics (age, gender)
• Education level
• Interests
• Workplace
• Sexual orientation
• Relationship status
• Languages
• Colleges/University attended
• Birthday
FACEBOOK ADS
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What You Can’t Target
• People who attended “some college”
• Race
• Specific High Schools
• Postal/Zip code
• People who don’t enter relevant Facebook profile data
FACEBOOK ADS
Copyright ©2012 Going Social
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FACEBOOK INSIGHTS
MEASURE PERFORMANCE
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FACEBOOK INSIGHTS
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FACEBOOK INSIGHTS
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FACEBOOK INSIGHTS
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FACEBOOK MARKETING FOR NON-PROFITS
How will you increase Engagement?
What will you do to attract more
Likes, Comments & Shares?
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F: facebook.com/goingsocial
T: twitter.com/iGoSocial
L: ca.linkedin.com/in/lowellbrown
G+: gplus.to/lowellbrown
P: 416-398-6669
W: www.goingsocial.ca
T: twitter.com/lowellbrown
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Q & A