Drew Bernard - ActionSprout Mark Giangreco - DGA

Alan Rosenblatt, Ph.D. Turner 4D Beth Becker - Indigo Strategies John Haydon - Inbound Zombie

Sarah Burris - ActionSprout

Facebook Strategy: Finding You Supporters Among Your Fans !#14NTCFB

LESSONS COURTESY OF:!

JOHN HAYDON!

www.ActionSprout.com!

www.turner4d.com!

www.democraticgovernors.org!

www.johnhaydon.com!

http://indigostrategies.com/!

www.sierraclub.org!

1. The State of Facebook

2. The Three Goals, Prioritized

3. Prioritize Your work

IT’S A THANG

• 1.23B Active Monthly Users !

• 57% of American Adults

• 73% US Youth (12 – 17) !

• 20 Minutes Per Visit !

• 338 Friends !

• Like 40+ Pages

STATE OF FACEBOOK

STATE OF FACEBOOK

FACEBOOK = MOBILE!

• 680M Monthly Mobile Users !

• 75% Login at Least Once a Day !

• 60.3% of all mobile sharing !

• Mobile – 914 minutes a month (vs. 351 web) !

• Over 50% of ActionSprout Actions completed on Mobile

STATE OF FACEBOOK

FACEBOOK = MOBILE!

• 680M Monthly Mobile Users !

• 75% Login at Least Once a Day !

• 60.3% of all mobile sharing !

• Mobile – 914 minutes a month (vs. 351 web) !

• Over 50% of ActionSprout Actions completed on Mobile

STATE OF FACEBOOK

FACEBOOK = MOBILE!

• 680M Monthly Mobile Users !

• 75% Login at Least Once a Day !

• 60.3% of all mobile sharing !

• Mobile – 914 minutes a month (vs. 351 web) !

• Over 50% of ActionSprout Actions completed on Mobile

STATE OF FACEBOOK

FACEBOOK = MOBILE!

• 680M Monthly Mobile Users !

• 75% Login at Least Once a Day !

• 60.3% of all mobile sharing !

• Mobile – 914 minutes a month (vs. 351 web) !

• Over 50% of ActionSprout Actions completed on Mobile

Posts under 80 characters get

66% more engagement

NO FREE LUNCH

THE THREE GOALS1. Increase Reach

2. Cultivate Relationships 3. Convert and Capture Supporter

REACH = LEVERAGE

REACH

REACH = LEVERAGEWhat’s a reasonable expectation?

REACH

BEWARE OF VANITY METRICS

REACH

BEWARE OF VANITY METRICS

REACH

Your page is your brand. !Your website inside Facebook.

REACH

People only visit your page when driven there

(Facebook only delivers your content to 15% of your fans)

It’s All About The Newsfeed!!

REACH

Your Fans are Your Amplifier

No Fan Engagement = No Reach

REACH

CONTENT IS KINGContent That Serves Your Goals

REACH

REACH

20%  unique  content,  80%  recycled  high-­‐performing  content

REACH

20%  unique  content,  80%  recycled  high-­‐performing  content

80% PROVEN VIRALREACH

80% PROVEN VIRAL

Re-Use Post content again that is working well on your own page

REACH

80% PROVEN VIRAL

Re-Use Post content again that is working well on your own page

REACH

80% PROVEN VIRAL

Re-Use Post content again that is working well on your own page

REACH

80% PROVEN VIRAL

Re-Use Post content again that is working well on your own page

REACH

80% PROVEN VIRAL

Re-Use Post content again that is working well on your own page

Borrow Adapt other pages high performing content to fit your

unique message

REACH

80% PROVEN VIRAL

Re-Use Post content again that is working well on your own page

Borrow Adapt other pages high performing content to fit your

unique message

Flatter Re-post content that is performing well on similar pages

REACH

80% PROVEN VIRAL

Re-Use Post content again that is working well on your own page

Borrow Adapt other pages high performing content to fit your

unique message

Flatter Re-post content that is performing well on similar pages

REACH

80% PROVEN VIRAL

Re-Use Post content again that is working well on your own page

Borrow Adapt other pages high performing content to fit your

unique message

Flatter Re-post content that is performing well on similar pages

REACH

A LITTLE CHEESE GOES A LONG WAYS

REACH

A LITTLE CHEESE GOES A LONG WAYS

And it can be good for you, Too!

REACH

WOULD YOU SHARE IT?REACH

WOULD YOU SHARE IT?REACH

WOULD YOU SHARE IT?REACH

WOULD YOU SHARE IT?REACH

WOULD YOU SHARE IT?REACH

WOULD YOU SHARE IT?REACH

MAKE IT RELEVANTREACH

TRAIN YOUR AUDIENCEREACH

TRAIN YOUR AUDIENCEREACH

FINDING OVER-PERFORMING CONTENTLook  for  content  that  perform  significantly  be?er  than  average,  relates  to  your  work,  and  

can  have  a  call  to  acBon  added  to  it  

REACH

IMAGE POSTS + LINK POSTREACH

Photo Post Reach: 363,392

Link Post Reach: 161,690

IMAGE POSTS + LINK POSTREACH

Photo Post Reach: 363,392

Link Post Reach: 161,690

But Link Posts Often Convert More People!

FB ADSWhat’s ROI Are You After?

REACH

334,000 Reached !

8,843 Engaged (2.63%)

(Like, Share, Comment) !

1,341 Took Action (24%)

(Email, FB UID, Name, etc.) !

478 Were fans

FB ADS

• Retarget Email Supporter • Lookalike audience • Website Visitors • Friends of fans • Look alike audiences

!

(Reach, Cultivate, CAPTURE!)

REACH

CULTIVATE RELATIONSHIPSMove People up the Ladder of Engagement

“Like if you agree” “Sign the petition”

“Thank…”

“Sign the Card” “Pledge to Help”

“Congratulate”

CULTIVATEDirect Message Comments

LIKE COMMENT

SHARE !

& BEYOND

CULTIVATE

• Design  for  Reach  • CulBvate  RelaBonships  • Captured  Data

LESS MONOLOG MORE DIALOG

CULTIVATE

LESS MONOLOG MORE DIALOGEngage Directly… Be Genuine… Be Real

CULTIVATE

LESS MONOLOG MORE DIALOGEngage Directly… Be Genuine… Be Real

1. Ask Questions & Listen

CULTIVATE

LESS MONOLOG MORE DIALOGEngage Directly… Be Genuine… Be Real

1. Ask Questions & Listen2. Engage In Comment

CULTIVATE

LESS MONOLOG MORE DIALOGEngage Directly… Be Genuine… Be Real

1. Ask Questions & Listen2. Engage In Comment3. Direct Message

CULTIVATE

LESS MONOLOG MORE DIALOGEngage Directly… Be Genuine… Be Real

1. Ask Questions & Listen2. Engage In Comment3. Direct Message4. Email

CULTIVATE

197 Engaged (Like, Share, Comment)

!79 Took Action

(Email, FB UID, Name, etc.) !

12 Were fans

FACEBOOK APPROPRIATE ACTIONS

CULTIVATE

It’s not the number of people that matters. It’s how many support your work!

CONVERT

It’s not the number of people that matters. It’s support your work!

CONVERT

John% Beth%

Babs%

Shanon%

Jen%

Ben%

Merrick%

Brent%

Yale%

Tony%

Dennis%

CONVERT

FIND YOUR DENNISDennis&Tarban&h,ps://www.facebook.com/dennis.tarban&Email:&Dennis@tarban.com&Address:&&2234&SW&18th&Ave.&&

&Columbus,&OH&43202&

Dennis&is&VERY&engaged&with&you&on&Facebook:&&When &AcQon & & & & & &Referred&By&5&months&ago &Stand&with&DemocraQc&Governors & & & &Tony&Sams&5&months&ago &Sign&the&peQQon&to&support&President&Obama's&student&loan&reform & &No&One&5&months&ago &Disapprove&of&Rick&Sco, & & & & &No&One &&5&months&ago &Sign&the&peQQon&to&stop&forced&ultrasounds&in&Wisconsin & & &No&One &&4&months&ago &Sign&the&peQQon&to&tell&the&Supreme&Court&to&uphold&the&VoQng&Rights&Act& &No&One &&4&months&ago &Sign&the&peQQon&to&tell&Speaker&Boehner&to&pass&disaster&relief & &No&One &&4&months&ago &Sign&to&tell&Republican&governors&to&stop&blocking&Obamacare& & &No&One&4&months&ago &Sign&the&peQQon&to&tell&Congress&to&renew&the&VoQng&Rights&Act & &No&One &&4&months&ago &Sign&the&peQQon&to&oppose&forced&ultrasounds&in&Wisconsin & &No&One &&3&months&ago &Sign&the&peQQon&to&tell&Gov.&McCrory&to&stop&the&anQYwoman& & &No&One &

&&

Fan&Status:&Fan&Social&Reach:&234&AcQon&Count:&19&Last&AcQon:&14&days&ago&

CONVERT

THE STATE OF YOUR PAGE

Quality and Quantity of…

1. Reach

2. Engagement

3. Conversion

YOUR PAGE

BEWARE OF VANITY METRICS

YOUR PAGE

BEWARE OF VANITY METRICS

YOUR PAGE

IMPACT REQUIRES ACTION!

YOUR PAGE

YOUR PAGE

UNDERSTANDING YOUR CURRENT SITUATION

• Fan Count

• Number of People Talking about you

• Post Reach

• Average Engagement per post

• Engagement Score

YOUR PAGE

UNDERSTANDING YOUR CURRENT SITUATION

• Fan Count

• Number of People Talking about you

• Post Reach

• Average Engagement per post

• Engagement Score

YOUR PAGE

UNDERSTANDING YOUR CURRENT SITUATION

• Fan Count

• Number of People Talking about you

• Post Reach

• Average Engagement per post

• Engagement Score

YOUR PAGE

UNDERSTANDING YOUR CURRENT SITUATION

• Fan Count

• Number of People Talking about you

• Post Reach

• Average Engagement per post

• Engagement Score

YOUR PAGE

UNDERSTANDING YOUR CURRENT SITUATION

• Fan Count

• Number of People Talking about you

• Post Reach

• Average Engagement per post

• Engagement Score

SIZE ISN’T EVERYTHING

1149$$

119#

YOUR PAGE

SIZE ISN’T EVERYTHING148K Fans

1149$$

119#

YOUR PAGE

SIZE ISN’T EVERYTHING148K Fans 463K Fans

1149$$

119#

YOUR PAGE

SIZE ISN’T EVERYTHING148K Fans 463K Fans

1149$$

119#

YOUR PAGE

1,300,000Talking

SIZE ISN’T EVERYTHING148K Fans 463K Fans

1149$$

119#

YOUR PAGE

1,300,000Talking 62,000 Talking

SIZE ISN’T EVERYTHING148K Fans 463K Fans

1149$$

119#

YOUR PAGE

1,300,000Talking17K avg engagement

62,000 Talking

SIZE ISN’T EVERYTHING148K Fans 463K Fans

1149$$

119#

YOUR PAGE

1,300,000Talking17K avg engagement

62,000 Talking5K avg engagement

SIZE ISN’T EVERYTHING148K Fans 463K Fans

1149$$

119#

11%

YOUR PAGE

1,300,000Talking17K avg engagement

62,000 Talking5K avg engagement

SIZE ISN’T EVERYTHING148K Fans 463K Fans

1149$$

119#

11% 1%

YOUR PAGE

1,300,000Talking17K avg engagement

62,000 Talking5K avg engagement

Goal 1: Without Reach, There is No Point!

Goal 1: Without Reach, There is No Point!

Goal 2. Without Engagement There’s No Reach Or Conversion

Goal 1: Without Reach, There is No Point!

Goal 2. Without Engagement There’s No Reach Or Conversion

Goal 3. Without Conversion, There is no Impact

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