This session will walk participants step-by-step through creating an effective Facebook marketing strategy. We will discuss defining your audience, developing a content strategy, engaging with fans, and measuring results.
4. Today’s Speaker
John Haydon
Chief Heretic and Pyrotechnician
Inbound Zombie
Assisting with chat questions: Hosting:
Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis Partnership
A Service
Of: Sponsored by:
5. How to Create an Epic Presence on Facebook for Your Non-Profit
How to Create an Epic
Presence on Facebook for
Your Non-Profit
6. How to Create an Epic Presence on Facebook for Your Non-Profit
What we’ll be talking about today...
• Don’t let there be a quiet majority...
• Creating an effective Facebook marketing plan.
• Identifying assets to promote your Facebook Page
• Making the most of your email list to promote your Page
• Edgerank defined and why you should care
• Configuring your Page for engagement
• When and how often to post content
• How to use photos to spark engagement
• Yeah, but can you raise money?
• How to use Facebook ads to target donors
7. How to Create an Epic Presence on Facebook for Your Non-Profit
Don’t let there be a quiet majority...
Number of supporters
who use Facebook
Number of executive directors on
Facebook who also think it is a
waste of time
8. How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
Your brand is the essential feeling people
get from their interactions with you.
brand
9. How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
It’s also what people say about you when
you're not in the room...
brand
10. How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
Your brand is the essential feeling people
get from their interactions with you.
Articulate and refine, refine and articulate!
brand
11. How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
Your Audience is the various different
people you reach (or are trying to reach).
brand Audience
12. How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
Your Audience is the various different
people you reach (or are trying to reach).
Articulate and refine, refine and articulate!
brand Audience
13. How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
Your Audience is the various different
people you reach (or are trying to reach).
Articulate and refine, refine and articulate!
!
as
on
rs
Pe
se
U
brand Audience
http://zmb.me/CreatePersonas
14. How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
Your Message is the two-way discussion
you have with your audience.
brand Audience Message
15. How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
Your Message is the two-way discussion
you have with your audience.
Listen, Articulate, refine, repeat.
brand Audience Message
16. How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
Brand Audience Message
17. How to Create an Epic Presence on Facebook for Your Non-Profit
SWAT Analysis STRENGTHS
Your Facebook presence does not exist in a What do you do better than other similar organizations?
vacuum. There are competing orgs, diverse What do your constituents say your strengths are?
groups of people and other factors that will
influence your approach.
The SWOT method will help you assess all
of these factors, which in turn will improve
your likelihood of success. WEAKNESSES
What do you want to accomplish with social media?
What do you want supporters to do?
How will you measure your objectives?
OPPORTUNITIES
Who is your audience (Personas are helpful here)?
What social media channels do they actively use?
Who are the online influencers in your cause space?
THREATS
What obstacles do you face on a daily basis?
18. How to Create an Epic Presence on Facebook for Your Non-Profit
STRATEGIES AND TOOLS
POST Method How will you launch your campaign and then continue to
A method developed by Forrester Research engage your people?
that focuses on People, Objectives, Strategies What will keep them interested and motivate them to act?
and Tools to help you understand what you How will you be creating, curating and sharing content?
What tools will you use to measure results?
should be doing with social media.
OBJECTIVES
What do you want to accomplish with social media?
What do you want supporters to do?
How will you measure your objectives?
PEOPLE
Who is your audience (Personas are helpful here)?
What social media channels do they actively use?
Who are the online influencers in your cause space?
*START HERE
19. How to Create an Epic Presence on Facebook for Your Non-Profit
Free workbook for creating a plan:
http://zmb.me/FBMarketingWorkbook
20. How to Create an Epic Presence on Facebook for Your Non-Profit
Identifying assets to promote your Facebook Page
Start with people
who love you
most!
Raving fans
Tire kickers
21. How to Create an Epic Presence on Facebook for Your Non-Profit
Identifying assets to promote your Facebook Page
Who want to
TALK ABOUT
YOU!
Best customers
Tire kickers
22. How to Create an Epic Presence on Facebook for Your Non-Profit
Making the most of your email list
23. How to Create an Epic Presence on Facebook for Your Non-Profit
Making the most of your email list
The following tactics assume
you’ve created a solid
marketing plan...
24. How to Create an Epic Presence on Facebook for Your Non-Profit
Making the most of your email list
➡Use rich text - not HTML templates
25. How to Create an Epic Presence on Facebook for Your Non-Profit
Making the most of your email list
➡Use rich text - not HTML templates
➡Personalize emails
26. How to Create an Epic Presence on Facebook for Your Non-Profit
Making the most of your email list
➡Use rich text - not HTML templates
➡Personalize emails
➡Write in second person narrative (“You”)
27. How to Create an Epic Presence on Facebook for Your Non-Profit
Making the most of your email list
➡Use rich text - not HTML templates
➡Personalize emails
➡Write in second person narrative (“You”)
➡Make it about them
28. How to Create an Epic Presence on Facebook for Your Non-Profit
Making the most of your email list
➡Use rich text - not HTML templates
➡Personalize emails
➡Write in second person narrative (“You”)
➡Make it about them
➡Keep it less than three paragraphs
29. How to Create an Epic Presence on Facebook for Your Non-Profit
Making the most of your email list
➡Use rich text - not HTML templates
➡Personalize emails
➡Write in second person narrative (“You”)
➡Make it about them
➡Keep it less than three paragraphs
➡A/B test with 5% of your list
30. How to Create an Epic Presence on Facebook for Your Non-Profit
Making the most of your email list
➡Use rich text - not HTML templates
➡Personalize emails
➡Write in second person narrative (“You”)
➡Make it about them
➡Keep it less than three paragraphs
➡A/B test with 5% of your list
➡Follow up message to openers
31. How to Create an Epic Presence on Facebook for Your Non-Profit
Making the most of your email list
➡Use rich text - not HTML templates
➡Personalize emails
➡Write in second person narrative (“You”)
➡Make it about them
➡Keep it less than three paragraphs
➡A/B test with 5% of your list
➡Follow up message to openers
➡Subject lines are everything...
32. How to Create an Epic Presence on Facebook for Your Non-Profit
What the heck is Edgerank?
33. How to Create an Epic Presence on Facebook for Your Non-Profit
What the heck is Edgerank?
Edgerank is an 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.
34. 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
35. How to Create an Epic Presence on Facebook for Your Non-Profit
Configuring your page for engagement
Let the love in!
36. How to Create an Epic Presence on Facebook for Your Non-Profit
Configuring 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
37. How to Create an Epic Presence on Facebook for Your Non-Profit
Configuring your page for engagement
38. How to Create an Epic Presence on Facebook for Your Non-Profit
When and how often to post content
39. How to Create an Epic Presence on Facebook for Your Non-Profit
When and how often to post content
Buddymedia found a
20% higher rate of
engagement for these
posts published in the
mornings and evenings.
40. How to Create an Epic Presence on Facebook for Your Non-Profit
When and how often to post content
HubSpot recently
found that 8pm is best
for comments and
likes, 6pm for shares
41. How to Create an Epic Presence on Facebook for Your Non-Profit
When and how often to post content
Confirm this with
your Page Insights!
42. How to Create an Epic Presence on Facebook for Your Non-Profit
When and how often to post content
Confirm this with
your Page Insights!
43. How to Create an Epic Presence on Facebook for Your Non-Profit
When and how often to post content
Confirm this with
your Page Insights!
4-6 posts per day
44. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos
45. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos
Images speak
directly with the
Limbic system,
which is also the
seat of action.
46. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos
Images also
capture more
phyical space in
the newsfeed
47. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos
48. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos
Make sure that they’re at least 846 x 403
pixels (iPhone photos are 1936 x 2592).
49. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos
50. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos
Post images on Pinterest that link back
to your Facebook photos
51. How to Create an Epic Presence on Facebook for Your Non-Profit
Post all types of content, but...
Always confirm your gut
52. How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
53. How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
.
.
?
54. FirstCreate an Epic Presence on Facebook for Your Non-Profit
How to some numbers...
But can you actually raise money?
A Handshake is not the
best tool
to collect
money
55. FirstCreate an Epic Presence on Facebook for Your Non-Profit
How to some numbers...
But can you actually raise money?
Facebook is about long-term
compounded growth.
56. Share their donation
on Facebook
Donate for the first time via email
This is where
viral reach is
created Advocate and/or join your email list
ity Continue engaging and like your Page
fin
af
nd
ta
us Like, comment on, and share your updates
Tr
Become aware of your cause when friends talk about your Page
57. FirstCreate an Epic Presence on Facebook for Your Non-Profit
How to some numbers...
But can you actually raise money?
Email acquisition and
advocacy are the best
ways to find new
donors on Facebook
58. How to Create an Epic Presence on Facebook for Your Non-Profit
How to use Facebook ads
to target donors
59. How to Create an Epic Presence on Facebook for Your Non-Profit
How to use Facebook ads
to target donors
A new Facebook ad feature allows you to:
➡Reach lapsed donors.
➡Push unique post content based on donor levels.
➡Target donor segments with project-specific content.
➡Support an advocacy campaign viral posts about that issue.
➡Get your core supporters amped up with action-based messaging.
➡Turn first time SMS donors into Facebook Page fans.
60. How to Create an Epic Presence on Facebook for Your Non-Profit
How to use Facebook ads
to target donors
Video Tutorial: http://zmb.me/TargetDonorsFacebook
61. How to Create an Epic Presence on Facebook for Your Non-Profit
How to use Facebook ads
to target donors
Video Tutorial: http://zmb.me/TargetDonorsFacebook
62. How to Create an Epic Presence on Facebook for Your Non-Profit
Any questions?
63. 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!
64. Find listings for our current season
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