presentation as part of the compass point conference "Effective Social Media Strategy and Powerful Tactics for Networked Nonprofits"

1. FACEBOOK
BEST PRACTICES
FOR
NONPROFITS
Compass Point
@jfouts
Wednesday, October 19, 2011 1

2. WHAT ARE
YOUR GOALS?
Increased donations
Volunteerism
Community outreach
Email signup
Brand awareness
@jfouts
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4. YOUR PLAN
• Resources
• Content frequency
• Fan focus/content
• Tools/apps
• Facebook Connect
• Ads
@jfouts
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5. ENGAGEMENT STRATEGY
• Open Graph
• Post as page
• Create shareable content
• Contests
• Shop
@jfouts
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10. DESIGN
simple
shareable
focused
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15. DON’T REINVENT THE WHEEL
Votigo
@jfouts
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16. DON’T REINVENT THE WHEEL
Personalization
@jfouts
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17. Wednesday, October 19, 2011 17

18. What if nobody comes?
@jfouts
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19. COMSCORE
• Users 40-150% rely on • 30% revisit a page they
newsfeed have fanned
• 3.5% of users active on a • 9.6% revisit a conversation
page
• 2/3 of posts have activity
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20. EDGERANK
• Every object is scored • Use photos and videos
• No engagement = 0 • Open Graph on websites
visibility
• Create affinity
• EdgeRankChecker.com
• Ask for the share
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21. UP YOUR EDGERANK
• Be direct • Choose images for POP
• Don’t use jargon • Usereal interests for
keywords
• Be personal
• Narrow demographics
• Show your passion
• Create multiple ads (A&B
• ASK for the like test)
• Promo codes • Focus on performance
@jfouts
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22. CM PHOTOGRAPHICS
@jfouts
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23. DEMOGRAPHIC TARGETING
• 24-30 yr old women whose
status = “engaged”
• $600 ad investment
• $40,000 direct revenue
• 19,610 fans
@jfouts
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24. SOCIAL ADS
• 85% more effective
• Leverage friends’ likes
• Users profile image
• Especially good for events
@jfouts
Wednesday, October 19, 2011 24

25. EARNED MEDIA
800,000 users shown 125 ads by 75 brands
@jfouts
Wednesday, October 19, 2011 25

26. THE LESSON?
• Paidmedia is a catalyst-follow
through with valuable content
• Don’t re-invent the wheel
• Be real, be human
• It’s all about what the user wants
@jfouts
Wednesday, October 19, 2011 26

27. MEASUREMENT
Website Referral tracking, clickthroughs, comments on website
Analytics
Conversation Listen and respond to user discussions on the page
Monitoring
Facebook Number of fans, engagement, comments, views of video and photos
Insights
Word of Ask your volunteers, donors, recipients what they think!
Mouth
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28. QUESTIONS?
Janet@JanetFouts.com
SocialMediaCoachingCenter.com
Twitter- @Jfouts
Linkedin - JanetFouts
408.216.7423
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