proven ways to get more facebook engagement
TRANSCRIPT
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Consultant, Trainer, Coach - Helping nonprofits and small businesses get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce.
Clients include: Habitat for Humanity, Share Our Strength, Moms Clean Air Force, Shriners Hospitals for Children, Greater NYC Susan G. Komen, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.
Proven Ways to Get More Facebook Engagement
johnhaydon.com
• Have a plan for success• Let Facebook tell you what your fans really want• Use the 80/20 rule for content marketing• Go beyond posting pictures• Share outcome stories• Post conversation starters• Wisely use Facebook ads• Convert engagement into house file growth• Get some Facebook love for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
People: Where do your people hangout? What’s important to them? How are they talking about your cause?
Objectives: What specifically do you want to achieve? Shoot low, if you’re just starting out.
Strategy: How will you achieve your objectives by creating value for your community?
Tactics: What tools and tactics will you use to achieve your strategy?
1
Have a plan for success •Use the POST method for planning
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Who are we trying to engage? Supporters? Volunteers? Donors?
What’s in it for them? What’s the emotional hook?
What’s in it for us? More fans? More emails? More donors?
How will we promote the campaign? What other channels will we use?
How will we measure success? Likes? Engagement Rate? Emails Acquired?
Campaign name and summary
1-Page Campaign Marketing Plan
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Free download: johnhaydon.com/plan
Have a plan for success •Use the POST method for planning
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Use Page Insights to research your current fan base. Visit facebook.com/insights to access reports for your page.
Let Facebook tell you what your fans really want • Use Page Insights to research your fans
Proven Ways to Get More Facebook Engagement
johnhaydon.com
• Favorite interests of people who like [your org]
• Favorite interests of people who like [your org]
and [competing org]
• Groups of people who like [your org]
• Pages liked by people who like [your org]
• Pages liked by women who like [your org]
• Fans of [your org] and [another org]
• Restaurants in [your city] visited by people who
like [your org]
Start with these Facebook Graph searches:
Let Facebook tell you what your fans really want •Use Facebook Graph to research your fans
Use Facebook Graph search to research your Facebook Page fan base. Visit facebook.com/graphsearch for more info.
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Use Facebook Audience Insights to research your current fan base. Visit facebook.com/ads/audience_insights/activity
Let Facebook tell you what your fans really want • Use Audience Insights to research your fans
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Use the 80/20 rule for content marketing
Sharing posts
Crafting original content
The 80/20 rule for content marketing •You don’t have to do it all…
Proven Ways to Get More Facebook Engagement
johnhaydon.com
The 80/20 rule for content marketing •Share posts from Pages your fans like
Proven Ways to Get More Facebook Engagement
johnhaydon.com
The 80/20 rule for content marketing •Share posts from Pages your fans like
Proven Ways to Get More Facebook Engagement
johnhaydon.com
The 80/20 rule for content marketing • Share posts about trending topics
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Research trending topics with BuzzSumo.com
The 80/20 rule for content marketing • Share posts about trending topics
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Research trending topics with mention.com
The 80/20 rule for content marketing • Share posts about trending topics
Proven Ways to Get More Facebook Engagement
johnhaydon.comWho would you support?
Go beyond posting pictures • Tell stories in your pictures
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Go beyond posting pictures • Tell stories in your pictures
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Emotions happens here
Go beyond posting pictures • Tell stories in your pictures
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Go beyond posting pictures • Share outcomes
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Go beyond posting pictures •Share positive stories
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Go beyond posting pictures • Share inspirational words
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Post conversation starters •Ask fans to share their stories
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Post conversation starters • Ask fans to be creative
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Post conversation starters • Recognize your supporters
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Use Facebook ads wisely •Understand the real reason for declined reach
Proven Ways to Get More Facebook Engagement
johnhaydon.com
1. Focus on posting engaging content first• Hot topics related to event• Behind the scenes• Auction items• Speakers
Use Facebook ads wisely • See what engages your fans first
Proven Ways to Get More Facebook Engagement
johnhaydon.comhttps://www.facebook.com/insights
2. Boost ONLY the best posts
Use Facebook ads wisely • Better content = higher ad ROI
Proven Ways to Get More Facebook Engagement
johnhaydon.com
3. Target Boosted Posts wisely
Use Facebook ads wisely • Higher relevance = higher ad ROI
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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 listTrust and affinity
Share their donation on Facebook
Donate for the first time via email
Turn engagement into a larger house file • Understand the ladder of engagement
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Four great resources for starting petitions:
•thepetitionsite.com•change.org•rallycongress.com•actionsprout.com
Turn engagement into a larger house file • Start a petition
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Turn engagement into a larger house file • Start a pledge
Makes people part of a movement.
A promise to build on.
Less formal than advocacy.
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Turn engagement into a larger house file
Perfect for orgs that provide regular educational resources.
Brands your org with high value.
• Create action alerts
Proven Ways to Get More Facebook Engagement
johnhaydon.com
actionsprout.com
• Check out action sproutTurn engagement into a larger house file
Allows users to join with one click
Actions are relevant “Support”, “Stand With”, “Donate To”.
Allows them to share your cause
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Get some Facebook love for your website • Check your analytics for Facebook traffic
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Use images that are at least 1200x627 pixels to generate great previews of your content on Facebook - desktop AND mobile. Aspect ratio for all link images is 1.9:1 (1200 X 627 pixels).
• Optimize images on your websiteGet some Facebook love for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Use canva.com to create beautiful featured images.
Template is called “Facebook Ads” (1200 X 628).
• Optimize images on your websiteGet some Facebook love for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
• Add like buttons to content
Every time a Facebook user clicks the like button, the webpage URL is posted in the newsfeed. Liking = more visitors.
Get some Facebook love for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
• Add like buttons to content
1) Visit the like button plugin page.2) Configure as shown3) Note preview4) Click “Get Code”5) Add code to webpage
Get some Facebook love for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
• Add like buttons to content
Check out the WordPress plugin from Facebook.
Automatically adds the like button to all posts.
Get some Facebook love for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
How to embed Facebook sharing popups into your website content:1)Type the following link starting with https://www.facebook.com/sharer/
sharer.php?u=2)Enter your website after “?u=“. For example, https://www.facebook.com/sharer/
sharer.php?u=http://blogs.bestfriends.org/post-name/ creates the sharing popup pictured below.
3)Embed URL into text or image4)Test sharing
• Add sharing links to critical pages
Popup window
Get some Facebook love for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
• Add sharing links to critical pages
How to embed Facebook sharing popups into your website content:1)Type the following link starting with https://www.facebook.com/sharer/
sharer.php?u=2)Enter your website after “?u=“. For example, https://www.facebook.com/sharer/
sharer.php?u=http://blogs.bestfriends.org/post-name/ creates the sharing popup pictured below.
3)Embed URL into text or image4)Test sharing
Facebook update
Get some Facebook love for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Free weekly training: Hump Day Coffee Break
johnhaydon.com/hdcb