21 Tips for Engaging Alumni Through Social Media by John Haydon

21 Tips for Engaging Alumni Through Social Media

•The problem with Facebook
•Brand voice versus Friend voice
•How can I eﬀectively grow my followers?
•How does the newsfeed algorithm aﬀect my Page’s reach?
•When time and day should I post content?
•How can I optimize content (text, images, links)?
•How can I use other channels to boost engagement on
social?
•What tools are critical for success?
What we’ll be discussing

Get a notepad and pen
Taking notes will increase the likelyhood that you’ll
take action. Also, you can jott down resources I
mention that ARE NOT in the slides.

People don’t use Facebook to connect
with brands or nonprofits
The problem with Facebook

70% of us trust brand recommendations
from friends, but only 10% trust
messages from those same brands.
- Forrester Research
People don’t trust what you say...

So... Where do you start?

Start with friend voice

The secret to success on social...

is realizing that you’re not trying to engage total strangers

You’re simply trying to engage your EXISTING community

How can I eﬀectively grow my followers?

First, you must understand your
current fans, grasshopper.

Who are your alumni
and what do they want?

Facebook Graph search lets you search Facebook’s massive database of interests.
Use Facebook Graph Search to analyze your fanbase

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]
Use Facebook Graph Search to analyze your fanbase
Tip #1

#1: Start with
your database!
Your Community
Subscribers
Donors
Volunteers
Tip #2

#2: Select best
segment for
promotion.
Your Community
Subscribers
Donors
Volunteers
Tip #2

Your website
Your events
Your physical place
Your email list
Your snail mail list
#3: Promote your
social through all
channels
Tip #2

But wait... what’s in it for them?

1) Share amazing stories.
Tip #3

2) Sweepstakes or giveaways
ShortStack and TabSite are
excellent tools for sweepstakes
and photo contests
Tip #4

3) Fan-gated content (eBooks, resources)
Tip #5

http://youtu.be/7so1-OrYyhE
3) Fan-gated content (eBooks, resources)
ShortStack and TabSite are excellent
tools to oﬀer fan-only content
Tip #5

How does the newsfeed algorithm aﬀect my Page’s reach?

30
1.You post an update on your
Page

31
Page
2.Some of your fans see that
update (reach)

32
Page
update (reach)
3.Some of those fans like,
comment on,or share that
update (talking about this)

33
Page
update (reach)
4.Some of their friends see the
story created in number 3
(viral reach)

34
Page
update (reach)
4.Some of their friends see the
story created in number 3
(viral reach)
5.Some of those friends like,

Four factors that determine whether your fan sees your Page update:
Relationship between fan and update
How fans talk about that update (likes, comments, shares)
How recently the update was published
How many negative comments the update received

How should I configure my page for maximum virality?

Select these settings today!

(1) Posting ability - Allowing
users to post increases
exposure for your org through
virality.
Tip #6

virality.
(2) Tagging Ability – This creates
viral exposure when people
tag their friends
Tip #7

virality.
tag their friends
(3) Replies - This helps deepen
discussions within comments
Tip #8

virality.
tag their friends
(3) Replies - This helps deepen
discussions within comments
(4) Similar suggestions - Allows
Facebook to suggest your
Page whensimilar Pages are
liked.
Tip #9

When should I post content to my Page?

HubSpot found that
8pm is best for
comments and likes,
6pm for shares
Nightime!
Tip #10

Data on more than 1.3 million posts published on the top
10,000 pages (source: Dan Zarrella)
16
People use Facebook
more on the weekends
Weekends!
Tip #11

Use Insights!
Insights shows
you what days
and times your
fans are online.
Tip #12

How can I optimize links for more traﬃc to my website?

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.
Don’t post short URLs
Tip #13

Try the new CTAs
http://www.johnhaydon.com/2014/02/24/new-facebook-call-to-actions-for-link-posts-video-tutorial/
Tip #14

Facebook is a sharing tool, not a traffic tool
Tip #14

How can I optimize photos for more engagement?

Images get more
engagement.
Tip #15

Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Photos are the language of emotion
Tip #15

Images also
capture more
physical space in
the newsfeed
Tip #15

Images dominate
the newsfeed on
mobile as well.
Tip #15

Great photos tell a story
Tip #15

How can I use text updates to wake up my fanbase?

Less than 140 characters boosts engagement
Tip #16

Comment rates on questions are more than double comments
on non-question updates!
from HubSpot
Tip #17

Closed questions
Tip #18

Closed questions take advantage
of the brain’s built-in auto
complete feature.
Lower hurdles enable more action
Tip #18

Don’t forget the call-to-action!

Tip #19

Make sharing
emotional and
conditional
Tip #19

http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/
More examples of awesome updates

How can I integrate other channels?

Leverage email
Tip #20

Promote individual posts that have
recently performed well.
This gets your email subscribers to
join these conversation on
Facebook, which then reaches
their personal friend networks.
Leverage email
Tip #20

Wearever uses email to
promote testimonials
customers post on
their Facebook Page
Leverage email
Tip #20

If your nonproﬁt does webinars on a regular
basis, try using Facebook as the place where
follow up questions are answered.
Promote your Page
with Q&A webinars
or streaming video
Leverage events
Tip #21

Create a Facebook Event for all events!
Leverage events
Tip #21

Use apps
Tip #22

Promote other profiles
Tip #23

Leverage IRL!
Tip #24

How can I use a content calendar to get organized?

How can I use a content calendar to get organized?
Watch this video to learn how to create a private Google calendar
Use Google Calendar!
Tip #25

Why should I create a community policy?

(1) Encourage dialogue
(2) Set tone and expectations
(3) Be clear about consequences
Tip #26

Tip #26

Founder: Inbound Zombie - a non-profit social media consultancy in
Cambridge, MA and the Social Media Fundraising Club.
Trainer: Charityhowto and MarketingProfs.
Speaker: NonprofitTechnology Conference, New Media Expo, 140
Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc.
ContributingWriter: Huﬃngton Post, SocialBrite, Care2 Frog Loop,
Social MediaToday, Digital Marketing Monthly.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength,
Environmental Defense Fund, Shriners Hospitals for Children, Bucks
County Library System, Scholastic,TechSoup, MarketingProfs,WaterAid
America,Twin Cities Habitat for Humanity, University of Massachusetts,
NationalWildlife Federation and Susan G. Komen Greater NYC
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21 Tips for Engaging Alumni Through Social Media by John Haydon

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21 Tips for Engaging Alumni Through Social Media by John Haydon