Date post: | 27-Jan-2015 |
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How to Create an Epic Presence on Facebook for Your Non-Profit
How to Create an Epic
Presence on Facebook for
Your Non-Profit
• The three most important pillars of your content strategy
• Three shocking facts about every Facebook Page
• Edgerank defined and why you should care
• What time and how often to post content
• How to post links in a Page story
• How to use photos to spark engagement
• How to use questions to spark conversations
• What about raising money?
What we’ll be talking about today...
How to Create an Epic Presence on Facebook for Your Non-Profit
First some numbers...
• 970 million active users (as of September 2012)
• 69% of people online in the United States use Facebook
• 50% of active users log in daily
• Average user is connected to 80 pages, groups and events
• 250 million photos are uploaded per day
• 2.7 billion likes and comments per day
• 550 million users access Facebook through mobile devices
• 89% of nonprofits have a Facebook Page
How to Create an Epic Presence on Facebook for Your Non-Profit
How to Create an Epic Presence on Facebook for Your Non-Profit
Three pillars of a content strategy
brand
Your brand is the essential feeling people get from their interactions with you.
How to Create an Epic Presence on Facebook for Your Non-Profit
Three pillars of a content strategy
brand
Your brand is the essential feeling people get from their interactions with you.
Articulate and refine, refine and articulate!
How to Create an Epic Presence on Facebook for Your Non-Profit
Three pillars of a content strategy
Audience
Your Audience is the various different people you reach (or are trying to reach).
brand
How to Create an Epic Presence on Facebook for Your Non-Profit
Three pillars of a content strategy
Audience
Articulate and refine, refine and articulate!
brand
Your Audience is the various different people you reach (or are trying to reach).
How to Create an Epic Presence on Facebook for Your Non-Profit
Three pillars of a content strategy
Messagebrand Audience
Your Message is the two-way discussion you have with your audience.
How to Create an Epic Presence on Facebook for Your Non-Profit
Three pillars of a content strategy
Your Message is the two-way discussion you have with your audience.
Listen, Articulate, refine, repeat.
Messagebrand Audience
How to Create an Epic Presence on Facebook for Your Non-Profit
Three pillars of a content strategy
MessageBrand Audience
How to Create an Epic Presence on Facebook for Your Non-Profit
Three pillars of a content strategy
How to Create an Epic Presence on Facebook for Your Non-Profit
And now, the shocking truth...
(1) Non-fans can comment on your Page updates
How to Create an Epic Presence on Facebook for Your Non-Profit
And now, the shocking truth...
(1) Non-fans can comment on your Page updates
(2) 84% of your fans don't get your content in their newsfeed!
How to Create an Epic Presence on Facebook for Your Non-Profit
And now, the shocking truth...
(1) Non-fans can comment on your Page updates
(2) 84% of your fans don't get your content in their newsfeed!
(3) Less than 5% of your Facebook Page fans visit your Facebook Page!
How to Create an Epic Presence on Facebook for Your Non-Profit
And now, the shocking truth...
(1) Non-fans can comment on your Page updates
(2) 84% of your fans don't get your content in their newsfeed!
(3) Less than 5% of your Facebook Page fans visit your Facebook Page!
How to Create an Epic Presence on Facebook for Your Non-Profit
And now, the shocking truth...
How to Create an Epic Presence on Facebook for Your Non-Profit
What the heck is Edgerank?
Edgerank is Facebook’s algorithm that determines whether a specific Page story
will appear in the Newfeed of a specific fan.
It ranks your content, not your Facebook Page.
How to Create an Epic Presence on Facebook for Your Non-Profit
What the heck is Edgerank?
How to Create an Epic Presence on Facebook for Your Non-Profit
What the heck is Edgerank?
Three factors that determine Edgerank:
(1)Relationship between user and story(2)How people talk about that story(3)How recent the story was published
How to Create an Epic Presence on Facebook for Your Non-Profit
What the heck is Edgerank?
Let the love in!
How to Create an Epic Presence on Facebook for Your Non-Profit
Configure your page for engagement
Posting ability - Allowing users to post increases exposure for your org through virality.
Post visibility – If your org has a thriving community of customers, displaying this section on
your Page will help amplify your community's voice on your Facebook Page simply because
what they post on your Page will have more visibility.
Tagging Ability – This creates viral exposure when people tag their friends
Moderation and Profanity Blocklists - This helps mitigate any possible negative effects
from openning up posting abilities.
How to Create an Epic Presence on Facebook for Your Non-Profit
Configure your page for engagement
How to Create an Epic Presence on Facebook for Your Non-Profit
Configure your page for engagement
How to Create an Epic Presence on Facebook for Your Non-Profit
Know the best time of day to post
Buddymedia found a 20% higher rate of engagement for these posts published in the mornings and evenings.
How to Create an Epic Presence on Facebook for Your Non-Profit
Know the best time of day to post
Confirm this with your Page Insights.
How to Create an Epic Presence on Facebook for Your Non-Profit
Know the best time of day to post
Confirm this with your Page Insights.
How to Create an Epic Presence on Facebook for Your Non-Profit
Know the best time of day to post
How to Create an Epic Presence on Facebook for Your Non-Profit
Know how many times per day to post
Confirm this with your Page Insights.
4-6 posts per day
How to Create an Epic Presence on Facebook for Your Non-Profit
Know how many times per day to post
How to Create an Epic Presence on Facebook for Your Non-Profit
Ok, but what do we post?
How to Create an Epic Presence on Facebook for Your Non-Profit
The best way to post links
Don’t shorten URLs!
http://bit.ly/ClickatYourOwnRisk
How to Create an Epic Presence on Facebook for Your Non-Profit
The best way to post links
If you need to schedule posts, use PostPlanner
How to Create an Epic Presence on Facebook for Your Non-Profit
The best way to post links
Make sure the article stands out!Edit the title, description and preview picture
How to Create an Epic Presence on Facebook for Your Non-Profit
The best way to post links
Make sure the article stands out!Edit the title, description and preview picture
How to Create an Epic Presence on Facebook for Your Non-Profit
The best way to post links
How to Create an Epic Presence on Facebook for Your Non-Profit
the best way to post Photos
Make sure that they’re at least 846 x 403 pixels (iPhone photos are 1936 x 2592).
How to Create an Epic Presence on Facebook for Your Non-Profit
the best way to post Photos
Use Reddit, Pinterest and Digg to curate awesome images.
How to Create an Epic Presence on Facebook for Your Non-Profit
the best way to post Photos
One aspect of viral content is allowing users to make it their own.
How to Create an Epic Presence on Facebook for Your Non-Profit
the best way to post Photos
Game Edgerank by posting photos from blog posts instead of just posting a link.
How to Create an Epic Presence on Facebook for Your Non-Profit
the best way to post Photos
Post images on Pinterest that link back to your Facebook photos
How to Create an Epic Presence on Facebook for Your Non-Profit
the best way to post Photos
And don’t forget cover photos for your fans!
How to Create an Epic Presence on Facebook for Your Non-Profit
the best way to post Photos
What about pinning and highlighting?
How to Create an Epic Presence on Facebook for Your Non-Profit
Pin your top stories from the previous week
Pinning and Highlighting
How to Create an Epic Presence on Facebook for Your Non-Profit
Highlight stories with photos to break up the visual spacing of your Timeline
Pinning and Highlighting
How to Create an Epic Presence on Facebook for Your Non-Profit
When you highlight, reposition photos
Pinning and Highlighting
How to Create an Epic Presence on Facebook for Your Non-Profit
Ok... What about just regular text updates?
How to Create an Epic Presence on Facebook for Your Non-Profit
Post short updates
Less than 80 characters is best
How to Create an Epic Presence on Facebook for Your Non-Profit
Post Questions
Comment rate more than doubles!
How to Create an Epic Presence on Facebook for Your Non-Profit
Use updates as simple poll questions
This gives your fans the freedom on commenting!
How to Create an Epic Presence on Facebook for Your Non-Profit
Try using Unusual Characters or Bolding at the beginning
This creates a purple cow
How to Create an Epic Presence on Facebook for Your Non-Profit
This is a great way to nuture peer relationships!
Share posts from other Pages
How to Create an Epic Presence on Facebook for Your Non-Profit
Make this easy to manage by liking other Pages as a Page
Share posts from other Pages
How to Create an Epic Presence on Facebook for Your Non-Profit
Always confirm your gut
Use Insights
How to Create an Epic Presence on Facebook for Your Non-Profit
How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
How to Create an Epic Presence on Facebook for Your Non-Profit
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But can you actually raise money?
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
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But can you actually raise money?
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
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But can you actually raise money?
First some numbers...
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How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
A Handshake is not the best toolto collectmoney
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
✓Facebook creates awareness for your campaign
✓Facebook helps begin relationships with donors
✓Facebook helps nurture relationships with donors
✓Facebook allows core supporters to share your campaign
✓Facebook helps trend your campaign
✓Facebook helps you report outcomes
✓Facebook helps you stay in touch
✓And yes, Facebook can help you collect donations
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
Facebook is about long-term compounded growth.
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Like your Page
Advocate and/or join your email list
Donate for the first time via email
Trust and affi
nity
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
Email acquisition and advocacy are the best
ways to find new donors on Facebook
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
The [organization] now has a more powerful way for you to connect with us on Facebook.
We’ve created a new Facebook Page designed to better serve the population of those affected by [disease they focus on]. The address is http://facebook.com/[customURL].
What can you expect by connecting with us on Facebook?
• You’ll find information related to [disease] support
• You’ll find information related to [disease] awareness and research
• You’ll be able to start and join discussions on a variety of topics
• You’ll be the first to hear about events in your geographic area
• And finally, you’ll join a community who share commons experiences with [disease]
So please join us at our new page and invite your friends to join -> http://facebook.com/[customURL]
And thanks!
Sam
ple te
mpla
te
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
Subject lines are everything
“What you won’t find on our Facebook Page”
“Join our Facebook discussion next Tuesday night”
“This is why Facebook needs a ‘love’ button”
Wow...I learned a lot today...
How to Create an Epic Presence on Facebook for Your Non-Profit
Who is John Haydon?
Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Co-Founder of SocialBrite and 501 Mission Place
Speaker: Nonprofit Technology Conference, BlogWorld, TechSoup, NetworkForGood and more...
Author: Facebook Marketing for Dummies
Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Opportunity Works, Community TechKnowledge, HopeLab, Healthy Babies Project, Scholastic, TechSoup, MarketingProfs, WaterAid America, University of Massachusetts
Subscribe to John’s blog for free and get three articles each week delivered to your inbox!
How to Create an Epic Presence on Facebook for Your Non-Profit