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Facebook Success: 7 Strategies for Nonprofits

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Facebook Success: 7 Strategies for Nonprofits

  1. Seven Colossal FacebookStrategies for Nonprofit SuccessA webinar by John Haydon
  2. • The game changed. Do you know the rules?• #1: Fruit on the ground• #2: Hacking photos• #3: Hacking text updates• #4: Hacking promoted posts• #5: Hacking ads• #6: Hacking fundraising• #7: Hacking analyticsSeven Colossal Facebook Strategies for Nonprofit SuccessWhat we’re going to discuss
  3. The game changed.Do you know the rules?Seven Colossal Facebook Strategies for Nonprofit Success
  4. 70% of us trust brand recommendationsfrom friends, but only 10% trustmessages from those same brands.- Forrester ResearchThe game changed. Do you know the rules?Seven Colossal Facebook Strategies for Nonprofit Success
  5. The game changed. Do you know the rules?Seven Colossal Facebook Strategies for Nonprofit Success
  6. The game changed. Do you know the rules?Friends are always the firstpriority on Facebook.Your nonprofit ONLY matters whenfriends talk about you.Seven Colossal Facebook Strategies for Nonprofit Success
  7. The game changed. Do you know the rules?Seven Colossal Facebook Strategies for Nonprofit Success
  8. The game changed. Do you know the rules?Edgerank!Seven Colossal Facebook Strategies for Nonprofit Success
  9. The game changed. Do you know the rules?Edgerank is an algorithm thatdetermines whether a specificPage update will appear in theNews Feed of a specific user.Seven Colossal Facebook Strategies for Nonprofit Success
  10. Four factors that determine Edgerank:(1)Relationship between user and post(2)How people talk about that post(3)How recently the story was published(4)Negative comments on postsThe game changed. Do you know the rules?Seven Colossal Facebook Strategies for Nonprofit Success
  11. You win in the Newsfeed when:(1) People frequently talk about your content(2) You publish content your community loves(3) You selectively promote posts with ads(4) You invest time into replying to commenters(5) You skirt Edgerank with other channelsThe game changed. Do you know the rules?Seven Colossal Facebook Strategies for Nonprofit Success
  12. The game changed. Do you know the rules?If friends are the priority,where do we start?Seven Colossal Facebook Strategies for Nonprofit Success
  13. #1: Start withpeople in yourdatabase!Your CommunitySubscribersDonorsVolunteersThe game changed. Do you know the rules?Seven Colossal Facebook Strategies for Nonprofit Success
  14. Your NetworkYour community’sfamily, friends andacquaintances#2: Create contentthey want to sharewith their friends!The game changed. Do you know the rules?Seven Colossal Facebook Strategies for Nonprofit Success
  15. Cheat code #1:Fruit on the groundSeven Colossal Facebook Strategies for Nonprofit Success
  16. Cheat code #1: Fruit on the groundSeven Colossal Facebook Strategies for Nonprofit Success
  17. Cheat code #2:Hacking photosSeven Colossal Facebook Strategies for Nonprofit Success
  18. Images speakdirectly with theLimbic system, theseat of emotionand action.Cheat code #2: Hacking photosSeven Colossal Facebook Strategies for Nonprofit Success
  19. Top emotions behind sharing:AngerAweAnxietyImages speakdirectly with theLimbic system, theseat of emotionand action.Cheat code #2: Hacking photosSeven Colossal Facebook Strategies for Nonprofit Success
  20. Images alsocapture morephyical space inthe newsfeed.Cheat code #2: Hacking photosSeven Colossal Facebook Strategies for Nonprofit Success
  21. Cheat code #2: Hacking photosSeven Colossal Facebook Strategies for Nonprofit Success
  22. Cheat code #2: Hacking photosSeven Colossal Facebook Strategies for Nonprofit Success
  23. Cheat code #2: Hacking photosSeven Colossal Facebook Strategies for Nonprofit Success
  24. Cheat code #3:Hacking text updatesSeven Colossal Facebook Strategies for Nonprofit Success
  25. Comment rates on questions are more than double commentson non-question updates!Cheat code #3: Hacking text updatesSeven Colossal Facebook Strategies for Nonprofit Success
  26. Cheat code #3: Hacking text updatesSeven Colossal Facebook Strategies for Nonprofit Success
  27. Cheat code #3: Hacking text updatesClosed questionsSeven Colossal Facebook Strategies for Nonprofit Success
  28. Cheat code #3: Hacking text updatesClosed questions take advantageof the brain’s built-in autocomplete feature.Seven Colossal Facebook Strategies for Nonprofit Success
  29. Cheat code #3: Hacking text updatesFive ways to ask effective questions on Facebook:1) Be super specific2) Be super relevant3) Ask preference questions4) Ask multiple choice questions5) Ask “yes” or “no” questions6) Fill in the blank_____.Seven Colossal Facebook Strategies for Nonprofit Success
  30. Cheat code #3: Hacking text updatesSeven Colossal Facebook Strategies for Nonprofit Success
  31. Cheat code #4:Hacking promoted postsSeven Colossal Facebook Strategies for Nonprofit Success
  32. Only Promote AwesomeRemember, with promoted posts, you’re onlypaying for reach.If you publish content that people can’t helpbut talk about, it means that your ad dollarswill go further for each promoted post.1Cheat code #4: Hacking promoted postsSeven Colossal Facebook Strategies for Nonprofit Success
  33. Only Promote AwesomeRemember, with promoted posts, you’re onlypaying for reach.If you publish content that people can’t helpbut talk about, it means that your ad dollarswill go further for each promoted post.1Cheat code #4: Hacking promoted postsSeven Colossal Facebook Strategies for Nonprofit Success
  34. Only Promote AwesomeRemember, with promoted posts, you’re onlypaying for reach.If you publish content that people can’t helpbut talk about, it means that your ad dollarswill go further for each promoted post.1Virality essentiallymeasures contentqualityCheat code #4: Hacking promoted postsSeven Colossal Facebook Strategies for Nonprofit Success
  35. Know Thy PlanJust because an update goes wildly viral,doesn’t mean you should spend money topromote it.Ask yourself if promoting the post makessense in terms of your goals and branding.2Cheat code #4: Hacking promoted postsSeven Colossal Facebook Strategies for Nonprofit Success
  36. Promote posts only to fansYou increase the likelyhood of negative commentsby promoting to friends of fans. Consider deletingthis ad in the campaign.3https://www.facebook.com/ads/manage/campaigns/Cheat code #4: Hacking promoted postsSeven Colossal Facebook Strategies for Nonprofit Success
  37. Promote posts only to fansYou increase the likelyhood of negative commentsby promoting to friends of fans. Consider deletingthis ad in the campaign.3https://www.facebook.com/ads/manage/campaigns/Cheat code #4: Hacking promoted postsSeven Colossal Facebook Strategies for Nonprofit Success
  38. Cheat code #5:Hacking adsSeven Colossal Facebook Strategies for Nonprofit Success
  39. Cheat code #5: Hacking adsTarget your communityPoach other pagesSeven Colossal Facebook Strategies for Nonprofit Success
  40. Cheat code #5: Hacking adsTarget your communitySeven Colossal Facebook Strategies for Nonprofit Success
  41. Cheat code #5: Hacking adsTarget your communityhttp://youtu.be/aBZLoLAQ4nYSeven Colossal Facebook Strategies for Nonprofit Success
  42. Cheat code #6:Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  43. Cheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  44. ..?Cheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  45. A Handshake is not the besttool to collect moneyCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  46. Facebook is relational, nottransactionalCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  47. Become aware of your cause when friends talk about your PageCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  48. Become aware of your cause when friends talk about your PageLike,comment on,and share your updatesCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  49. Become aware of your cause when friends talk about your PageLike,comment on,and share your updatesContinue engaging and like your PageCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  50. Become aware of your cause when friends talk about your PageLike,comment on,and share your updatesContinue engaging and like your PageThis is whereviral reach iscreatedCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  51. Become aware of your cause when friends talk about your PageLike,comment on,and share your updatesContinue engaging and like your PageAdvocate and/or join your e-mail listThis is whereviral reach iscreatedCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  52. Become aware of your cause when friends talk about your PageLike,comment on,and share your updatesContinue engaging and like your PageAdvocate and/or join your e-mail listThis is whereviral reach iscreatedE-mail acquisition!Cheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  53. Become aware of your cause when friends talk about your PageLike,comment on,and share your updatesContinue engaging and like your PageThis is whereviral reach iscreatedDonate for the first time via e-mailAdvocate and/or join your e-mail listCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  54. Become aware of your cause when friends talk about your PageLike,comment on,and share your updatesContinue engaging and like your PageThis is whereviral reach iscreatedShare their donationon FacebookDonate for the first time via e-mailAdvocate and/or join your e-mail listCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  55. Become aware of your cause when friends talk about your PageLike,comment on,and share your updatesContinue engaging and like your PageThis is whereviral reach iscreatedShare their donationon FacebookDonate for the first time via e-mailAdvocate and/or join your e-mail listCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  56. Become aware of your cause when friends talk about your PageLike,comment on,and share your updatesContinue engaging and like your PageTrust andaffinityThis is whereviral reach iscreatedShare their donationon FacebookDonate for the first time via e-mailAdvocate and/or join your e-mail listCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  57. E-mail acquisition andadvocacy are a betterway to find new donorson FacebookCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  58. Free webinar:Seven Powerful Ways to BuildYour E-mail List With FacebookSign up here:http://zmb.me/FBEMAILWBCheat code #6: Hacking fundraisingSeven Colossal Facebook Strategies for Nonprofit Success
  59. Cheat code #7:Hacking analyticsSeven Colossal Facebook Strategies for Nonprofit Success
  60. Who is going insane fromtoo much data?Seven Colossal Facebook Strategies for Nonprofit Success
  61. Focus on two metrics:1. People talking about this2. ViralitySeven Colossal Facebook Strategies for Nonprofit Success
  62. Cheat code #7: Hacking analyticsThe most essential metricSeven Colossal Facebook Strategies for Nonprofit Success
  63. The game changed. Do you know the rules?12 ways people “talk about you” with their Facebook friends:1) Like a post from your Page2) Comment on a post from your Page3) Share a post from your Page4) Answer a Question5) Mention your Page in an update6) Tag your Page in a photo7) Tag their friends in a photo you post8) Like your Page9) Post an update on your Page10) RSVP to an event on your Page11) Check into your Facebook Place12) Writing a recommendation about your PageThe most essential metricSeven Colossal Facebook Strategies for Nonprofit Success
  64. Cheat code #7: Hacking analyticsSeven Colossal Facebook Strategies for Nonprofit Success
  65. VIRALITY = PTAT / REACHCheat code #7: Hacking analyticsSeven Colossal Facebook Strategies for Nonprofit Success
  66. Virality essentially measures content qualityCheat code #7: Hacking analyticsSeven Colossal Facebook Strategies for Nonprofit Success
  67. #Bonus: Create an interest list of awesome PagesSeven Colossal Facebook Strategies for Nonprofit Success
  68. #Bonus: Follow this Pinterest Boardhttp://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/Seven Colossal Facebook Strategies for Nonprofit Success
  69. Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MAInstructor at Marketing Profs University, SocialMediaFundraisingClub.com and Charityhowto.comSpeaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud’s BBCon, NewMedia Expo, TechSoup, GrantSpace, Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood.Author: Facebook Marketing for Dummies, 3rd and 4th EditionsClients 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 WildlifeFederation, Razoo, Concord Conservatory.About JohnSeven Colossal Facebook Strategies for Nonprofit Success
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