nonprofit insights: engaging volunteers on facebook

Download Nonprofit Insights: Engaging Volunteers on Facebook

Post on 28-Nov-2014

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With all the buzz recently about Facebook and organic reach, one question remains: How useful is Facebook for nonprofit engagement? Can nonprofits build support on Facebook? How?? Join John Haydon, nonprofit marketing expert and author of "Facebook Marketing for Dummies," for a Nonprofit Insights webinar focused on de-mystifying the process of engaging supporters on Facebook. John walks us through today's version of the popular social network, and provides concrete strategies for how our nonprofit organizations can connect with potential supporters and build real relationships with volunteers that can exist online, offline, and wherever we need them.

TRANSCRIPT

  • 1. Engaging Volunteers on Facebook September 25, 2014 #vmlearn
  • 2. Who are we? 2 #vmlearn John Haydon @JohnHaydon johnhaydon.com
  • 3. Using Facebook to Engage Volunteers
  • 4. What well be discussing The problem with Facebook Brand voice versus Friend voice How does the newsfeed algorithm affect my Pages reach? When time and day should I post updates? How can I optimize each type of update (text, images, links)? How do I ask people to volunteer on Facebook? What about a content calendar? How can I determine what content my Facebook fans like the most? Using Facebook to engage volunteers
  • 5. Get a notepad and pen Taking notes will increase the likelihood that youll take action. Also, you can jot down resources I mention that ARE NOT in the slides. Using Facebook to engage volunteers
  • 6. The problem with Facebook... Using Facebook to engage volunteers
  • 7. The problem with Facebook People dont use Facebook to connect with brands or nonprofits Using Facebook to engage volunteers
  • 8. The problem with Facebook People dont trust what you say... 70% of us trust brand recommendations from friends, but only 10% trust messages from those same brands. - Forrester Research Using Facebook to engage volunteers
  • 9. The problem with Facebook So where should I start? Using Facebook to engage volunteers
  • 10. First, you must understand your current fans, grasshopper. Using Facebook to engage volunteers
  • 11. How can I effectively grow my Facebook fan base? Facebook Graph search lets you search Facebooks massive database of interests. Use Graph Search to analyze your fanbase Using Facebook to engage volunteers
  • 12. How can I effectively grow my Facebook fan base? Use Graph Search to analyze your fanbase Using Facebook to engage volunteers
  • 13. How can I effectively grow my Facebook fan base? Try these ten graph searches to start with... 1. My friends who like [your org] 2. Favorite interests of people who like [your page] 3. Favorite interests of people who like [your org] and [competing page] 4. Groups of people who like [your org] 5. Pages liked by people who like [your page] 6. Pages liked by women who like [your page] 7. Pages liked by men who like [your page] 8. Fans of [your page] and [another page] 9. Restaurants in [your city] visited by people who like [your page] 10. Pages like by people who live in [your city] and like [your page] Using Facebook to engage volunteers
  • 14. How can I effectively grow my Facebook fan base? #1: Start with your database! Your Community! Subscribers! Donors! Volunteers Friends A 2012 report by Pew Internet says 75 percent of adults are engaged in volunteer work. Using Facebook to engage volunteers
  • 15. How can I effectively grow my Facebook fan base? #2: Select best segment for promotion. Your Community! Subscribers! Donors! Volunteers Friends A 2012 report by Pew Internet says 75 percent of adults are engaged in volunteer work. Using Facebook to engage volunteers
  • 16. How can I effectively grow my Facebook fan base? #3: Encourage your community to tell their friends! A 2012 report by Pew Internet says 75 percent of adults are engaged in volunteer work. Using Facebook to engage volunteers
  • 17. How can I effectively grow my Facebook fan base? Community Network Convert PR Click a link or scan a QR code Pinterest (content is key here) Email (strategically target segments) Twitter (partners, peers, advocates) Friends Friends Incentive Photo contest Exclusive content Event participation People in your database Friends of your community Optimized messaging Events Other channels Clear articulation of people and objectives helps determine which strategy to use. Clear definition of objectives helps determine strategy and KPIs. Convert = join an email list, like a Facebook Page, sign a petition, etc. How to use Facebook to recruit volunteers Create a plan! Using Facebook to engage volunteers
  • 18. When should I post content to my Page?
  • 19. Use Insights! When should I post content to my Page? Insights shows you what days and times your fans are online. Using Facebook to engage volunteers
  • 20. Post links
  • 21. Your content should be made for mobile Using Facebook to engage volunteers
  • 22. Post links Dont post short URLs When you shorten a URL, you are taking away information the user needs to be able to decide if they should click the link or not.! ! In fact, research has shown that long URLs get 3x as many clicks as short URLs. Using Facebook to engage volunteers
  • 23. Post links Using Facebook to engage volunteers
  • 24. Post links Using Facebook to engage volunteers
  • 25. Post links Using Facebook to engage volunteers
  • 26. Post links But... links get the least engagement ! ! ! Using Facebook to engage volunteers
  • 27. Post pictures!
  • 28. Images get more engagement. Post pictures! Using Facebook to engage volunteers
  • 29. Images also capture more physical space in the newsfeed Post pictures! Using Facebook to engage volunteers
  • 30. Post pictures! Great photos tell a story Using Facebook to engage volunteers
  • 31. Great photos tell a story Post pictures! Using Facebook to engage volunteers
  • 32. Post pictures! Resources for creating great

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