You see the potential that Facebook offers for engaging supporters and creating more exposure for your nonprofit. But with declining reach, and more competition in the newsfeed, reaching your supporters is more challenging than ever before. This presentation from John Haydon will show you innovative ways to get more engagement on Facebook, from high-quality fans.

1. Proven Strategies to Get More
News Feed Love

2. Proven Strategies to Get More News Feed Love
johnhaydon.com
Agenda
I) The struggle every marketer knows
II) It’s not about you
III) Demystifying the News Feed algorithm
IV) Plan for success
V) Let Facebook tell you what your fans really want
VI) Content curation vs creation
VII) Go beyond posting pictures
VIII) Post conversation starters
IX) Draft, review, schedule, measure
X) Don’t build your house on rented land

3. The struggle every marketer knows

4. Proven Strategies to Get More News Feed Love
johnhaydon.com
The struggle we all know
Organic reach for most Facebook Pages plummeted
between 11/13 and 2/14. But why?
• Reach for Pages has taken a nose dive

5. Proven Strategies to Get More News Feed Love
johnhaydon.com
The struggle we all know
According to this chart, Facebook reduced reach to sell more
Facebook ads. Apparently the shareholders loved this!
• Reach for Pages has taken a nose dive

6. Proven Strategies to Get More News Feed Love
johnhaydon.com
80%
reach
The struggle we all know • But not for all Pages…

7. Proven Strategies to Get More News Feed Love
johnhaydon.com
470%
reach
The struggle we all know • But not for all Pages…

8. Proven Strategies to Get More News Feed Love
johnhaydon.com
Planning for success
Plan for success

9. Proven Strategies to Get More News Feed Love
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? Website
traffic? More engagement? Shoot low, if you’re just starting out.
Strategy: How will you achieve your objectives by encouraging
your community to take action?
Tactics: What tools and tactics will you use to achieve your
strategy?
1
•Use the POST method for planningPlan for success

10. Proven Strategies to Get More News Feed Love
johnhaydon.com
Who are we trying to engage? Supporters?Volunteers? Donors?
What topics do they care about?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

11. Proven Strategies to Get More News Feed Love
johnhaydon.com
Free download: johnhaydon.com/plan
•Use the POST method for planningPlan for success

12. Proven Strategies to Get More News Feed Love
johnhaydon.com
Demystifying the News Feed algorithm

13. Proven Strategies to Get More News Feed Love
johnhaydon.com
•99% of all engagement happens in the News Feed
This is the
battleground
on Facebook,
not your Page.
You are competing for
attention with your
supporters’ friends.
Demystifying the News Feed algorithm

14. Proven Strategies to Get More News Feed Love
johnhaydon.com
Facebook’s algorithm determines whether a specific
Page post will appear in the Newsfeed of a specific fan.
Fans tell
Facebook what
they want to see
•Understanding the News Feed algorithmDemystifying the News Feed algorithm

15. Proven Strategies to Get More News Feed Love
johnhaydon.com
Facebook’s algorithm determines whether a specific
Page post will appear in the Newsfeed of a specific fan.
•Understanding the News Feed algorithmDemystifying the News Feed algorithm

16. It’s not about you

17. Proven Strategies to Get More News Feed Love
johnhaydon.com
Yawn…
2
It’s not about you • On Facebook, “friend voice" reigns

18. Proven Strategies to Get More News Feed Love
johnhaydon.com
Yawn…
Nonprofits that only talk about their events, fundraisers, and news,
rarely get any engagement in the News Feed.
It’s not about you • On Facebook, “friend voice" reigns

19. Proven Strategies to Get More News Feed Love
johnhaydon.com
It’s not about you • On Facebook, “friend voice" reigns
If you brag, you lag.

20. Proven Strategies to Get More News Feed Love
johnhaydon.com
Supporters talking about your cause with their friends is
more powerful than you talking about your nonprofit.
• On Facebook, “friend voice" reignsIt’s not about you

21. Proven Strategies to Get More News Feed Love
johnhaydon.com
Supporters talking about your cause with their friends is
more powerful than you talking about your nonprofit.
• On Facebook, “friend voice" reignsBrand voice versus friend voice

22. Proven Strategies to Get More News Feed Love
johnhaydon.com
Supporters talking about your cause with their friends is
more powerful than you talking about your nonprofit.
• On Facebook, “friend voice" reignsBrand voice versus friend voice

23. Proven Strategies to Get More News Feed Love
johnhaydon.com
Let Facebook tell you what your
fans really want

24. Proven Strategies to Get More News Feed Love
johnhaydon.com
Who are your supporters
and what do they want?
Let Facebook tell you what your fans really want

25. Proven Strategies to Get More News Feed Love
johnhaydon.com
Use Page Insights to research your current fan base. Visit
facebook.com/insights to access reports for your page.
•Use Page Insights to research your fansLet Facebook tell you what your fans really want

26. Proven Strategies to Get More News Feed Love
johnhaydon.com
Use Facebook Audience Insights to research your current fan
base. Visit facebook.com/ads/audience_insights/activity
• Use Audience Insights to research your fansLet Facebook tell you what your fans really want

27. Proven Strategies to Get More News Feed Love
johnhaydon.com
•Analyze your current fan base with Facebook Graph
Use Facebook Graph search to research your Facebook Page
fan base. Visit facebook.com/graphsearch for more info.
Let Facebook tell you what your fans really want

28. Proven Strategies to Get More News Feed Love
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:
•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.
Let Facebook tell you what your fans really want

29. johnhaydon.com
Proven Strategies to Get More News Feed Love
Curation vs creation

30. Proven Strategies to Get More News Feed Love
johnhaydon.com
Use the 80/20 rule for
content marketing
Sharing
content from
others
Crafting
original
content
The 80/20 rule for content marketing •You don’t have to do it all…

31. Proven Strategies to Get More News Feed Love
johnhaydon.com
The 80/20 rule for content marketing •Share posts from Pages your fans like

32. Proven Strategies to Get More News Feed Love
johnhaydon.com
The 80/20 rule for content marketing •Share posts from Pages your fans like

33. Proven Strategies to Get More News Feed Love
johnhaydon.com
The 80/20 rule for content marketing •Share posts about trending topics

34. Proven Strategies to Get More News Feed Love
johnhaydon.com
Research trending topics with BuzzSumo.com
The 80/20 rule for content marketing • Share relevant viral content

35. Proven Strategies to Get More News Feed Love
johnhaydon.com
The 80/20 rule for content marketing
Research trending topics with mention.com
• Share relevant viral content

36. Proven Strategies to Get More News Feed Love
johnhaydon.com
The 80/20 rule for content marketing
Research trending topics with PostPlanner
• Share relevant viral content

37. Proven Strategies to Get More News Feed Love
johnhaydon.com
Go beyond posting pictures

38. Proven Strategies to Get More News Feed Love
johnhaydon.com
Go beyond posting pictures • What gets people talking?
Don’t just share content. Share stories!

39. Proven Strategies to Get More News Feed Love
johnhaydon.com
Go beyond posting pictures •Share outcomes
Research shows that sharing outcomes increases donor retention.

40. Proven Strategies to Get More News Feed Love
johnhaydon.com
Go beyond posting pictures •Share positive stories

41. Proven Strategies to Get More News Feed Love
johnhaydon.com
Go beyond posting pictures • Share inspirational words
Create inspiring quotes with canva.com

42. Proven Strategies to Get More News Feed Love
johnhaydon.com
Post conversation starters

43. Proven Strategies to Get More News Feed Love
johnhaydon.com
Post conversation starters •Ask fans to share their stories

44. Proven Strategies to Get More News Feed Love
johnhaydon.com
Post conversation starters •Share news that’s bigger than your org

45. Proven Strategies to Get More News Feed Love
johnhaydon.com
Post conversation starters •Ask fans to share their expertise

46. Proven Strategies to Get More News Feed Love
johnhaydon.com
Post conversation starters • Ask fans to be creative

47. Proven Strategies to Get More News Feed Love
johnhaydon.com
Post conversation starters • Post timeline contests
You can reward fans for:
• Posting on your Page
• Liking a page post
• Commenting on a page post
• Accumulating likes on their posts
or comments
Read more about Facebook
Timeline contests here.

48. Proven Strategies to Get More News Feed Love
johnhaydon.com
Post conversation starters •Recognize your supporters

49. Proven Strategies to Get More News Feed Love
johnhaydon.com
Post conversation starters
• Promote your campaignsPost conversation starters

50. johnhaydon.com
Proven Strategies to Get More News Feed Love
Draft, review, schedule, measure

51. Proven Strategies to Get More News Feed Love
johnhaydon.com
Draft, review, schedule, measure • Draft updates

52. Proven Strategies to Get More News Feed Love
johnhaydon.com
Draft, review, schedule, measure • Review updates

53. Proven Strategies to Get More News Feed Love
johnhaydon.com
Draft, review, schedule, measure • Schedule updates

54. Proven Strategies to Get More News Feed Love
johnhaydon.com
Draft, review, schedule, measure • Measure results

55. johnhaydon.com
Proven Strategies to Get More News Feed Love
Don’t build your house on rented land

56. Proven Strategies to Get More News Feed Love
johnhaydon.com
Facebook marketing should not
be limited to your Facebook Page
Don’t build a house on rented land

57. Proven Strategies to Get More News Feed Love
johnhaydon.com
Facebook marketing should not
be limited to your Facebook Page
Your website will always be your home base.
Don’t build a house on rented land

58. Proven Strategies to Get More News Feed Love
johnhaydon.com
Facebook marketing should not
be limited to your Facebook Page
Social media will always be outposts -
places where your people hang out.
Don’t build a house on rented land

59. Proven Strategies to Get More News Feed Love
johnhaydon.com
Facebook marketing should not
be limited to your Facebook Page
And email is where you cultivate interest
and encourage action.
Don’t build a house on rented land

60. Proven Strategies to Get More News Feed Love
johnhaydon.com
Remember
earlier when we
talked about
declining
reach?
Don’t build a house on rented land

61. johnhaydon.com
Proven Strategies to Get More News Feed Love
Facebook + Your Website = Winning

62. Proven Strategies to Get More News Feed Love
johnhaydon.com
Having a website strategy AND a Page
strategy will increase overall engagement
and reach for your nonprofit.
Facebook Page + Website Content = Win

63. Proven Strategies to Get More News Feed Love
johnhaydon.com
Facebook Page Engaged
Community
Facebook Page + Website Content = Win

64. Proven Strategies to Get More News Feed Love
johnhaydon.com
Engaged
Community
Your website
Increased exposure and engagement with your nonprofit
Facebook Page
Facebook Page + Website Content = Win

65. johnhaydon.com
Proven Strategies to Get More News Feed Love
Water levels (reach and engagement) rise as more boats
(Facebook Page, website, microsite, etc) are added.

66. johnhaydon.com
Proven Strategies to Get More News Feed Love
?

67. Proven Strategies to Get More News Feed Love
johnhaydon.com
Consultant, Trainer, Coach - Helping nonprofits 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 Chambers of Commerce.
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 Foundation.
About John