How to Create an Epic Presence on Facebook for your Nonprofit
1. How to Create an Epic Presence on Facebook for Your Non-Profit
2. How to Create an Epic Presence on Facebook for Your Non-Profit
What we’ll be talking about today:
• Creating an effective Facebook marketing plan
• Let your nodes do the talking
• What the heck is Edgerank?
• Configuring your Page for engagement
• When should I post content?
• How to use photos and text updates to spark engagement?
• Yeah, but can you raise money?
• How to use Facebook ads to target donors
3. 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
4. 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
5. 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
6. How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
Brand Audience Message
7. How to Create an Epic Presence on Facebook for Your Non-Profit
Free workbook for creating a Facebook Marketing plan:
http://zmb.me/FBMarketingWorkbook
8. How to Create an Epic Presence on Facebook for Your Non-Profit
Let your nodes do the talking
9. How to Create an Epic Presence on Facebook for Your Non-Profit
Let your nodes do the talking
#1: Start with
people in your
database!
Your Community
Subscribers
Donors
Volunteers
10. How to Create an Epic Presence on Facebook for Your Non-Profit
Let your nodes do the talking
#2: Create
content they
want to share
with their
friends!
Your Network
Your community’s
family, friends and
acquaintances
11. How to Create an Epic Presence on Facebook for Your Non-Profit
What the heck is Edgerank?
12. 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.
13. 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
14. How to Create an Epic Presence on Facebook for Your Non-Profit
What the heck is Edgerank?
You win in the Newsfeed when:
(1) People increasingly talk about your content
(2) You skirt Edgerank with other channels
(3) You publish content your community loves
(4) You use Promoted Posts wisely
(5) You invest time into replying to commenters
15. How to Create an Epic Presence on Facebook for Your Non-Profit
Configuring your Page for maximum engagement
Let the love in!
16. How to Create an Epic Presence on Facebook for Your Non-Profit
Configuring your Page for maximum engagement
(1)Posting ability - Allowing users to post increases exposure for
your org through virality.
(2)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.
(3)Tagging Ability – This creates viral exposure when people tag
their friends
(4)Replies - This helps deepen discussions within comments
17. How to Create an Epic Presence on Facebook for Your Non-Profit
Configuring your Page for maximum engagement
18. How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
19. How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
Buddymedia found a
20% higher rate of
engagement for these
posts published in the
mornings and evenings.
20. How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
HubSpot found that
8pm is best for
comments and likes,
6pm for shares
21. How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
Confirm this with
your Page Insights!
22. How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
Confirm this with
your Page Insights!
23. How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
24. How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
25. How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
You can also use PostPlanner which has additional scheduling features.
26. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos
27. 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.
28. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos
Images also
capture more
phyical space in
the newsfeed
29. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos Only post photos with a story!
30. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos Use emotions and conditions
31. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos Drive more traffic with photos
32. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos Create more exposure for
your top photos
Post images on Pinterest that link back
to your Facebook photos
33. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting text updates
34. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting text updates
Comment rates on questions are more than double comments
on non-question updates!
35. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting text updates
36. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting text updates
•Specificity wins!
•Relevance wins!
•Preference questions
•Choice questions
•“Yes” or “No”
•Fill in the blank_____.
37. How to Create an Epic Presence on Facebook for Your Non-Profit
Posting text updates
38. How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
39. How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
.
.
?
40. 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
41. FirstCreate an Epic Presence on Facebook for Your Non-Profit
How to some numbers...
But can you actually raise money?
Facebook is relational,
not transactional
42. 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
relationships with supports
43. How to Create an Epic Presence on Facebook for Your Non-Profit
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
44. 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
45. How to Create an Epic Presence on Facebook for Your Non-Profit
Target donor segments with Facebook ads
46. How to Create an Epic Presence on Facebook for Your Non-Profit
Target donor segments with Facebook ads
A relatively 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.
➡Target Facebook users who are similar to your specific segments
➡Get your core supporters amped up with action-based messaging.
47. How to Create an Epic Presence on Facebook for Your Non-Profit
Target donor segments with Facebook ads
Video Tutorial: http://zmb.me/TargetDonorsFacebook
48. How to Create an Epic Presence on Facebook for Your Non-Profit
Target donor segments with Facebook ads
Video Tutorial: http://zmb.me/TargetDonorsFacebook
49. How to Create an Epic Presence on Facebook for Your Non-Profit
Questions?
50. How to Create an Epic Presence on Facebook for Your Non-Profit
About John:
Founder of Inbound Zombie - a non-profit social media
consultancy in Cambridge, MA
Co-Founder of SocialBrite and Social Media Fundraising Club
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
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