Developing an Epic Facebook Strategy for Your Nonprofit

Sponsored by: A Service

Of:

Developing an Epic Facebook

Strategy for Your Nonprofit

John Haydon

January 30, 2013


Of:

Advising nonprofits in:

• Strategy

• Planning

• Organizational Development

www.synthesispartnership.com

(617) 969-1881

[email protected]

INTEGRATED PLANNING


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Affordable collaborative data

management in the cloud.


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Today’s Speaker

John Haydon Chief Heretic and Pyrotechnician

Inbound Zombie

Assisting with chat questions: Jamie Maloney, Nonprofit Webinars

Hosting:

Sam Frank, Synthesis Partnership

How to Create an Epic Presence on Facebook for Your Non-Profit

How to Create an Epic

Presence on Facebook for

Your Non-Profit

• 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

What we’ll be talking about today...


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

brand

Your brand is the essential feeling people get from their interactions with you.


Creating an effective Facebook marketing plan

brand

It’s also what people say about you when you're not in the room...



brand

Your brand is the essential feeling people get from their interactions with you.

Articulate and refine, refine and articulate!



Audience

Your Audience is the various different people you reach (or are trying to reach).

brand



Audience


brand




Audience


brand



Use Pers

onas!

http://zmb.me/CreatePersonas




Messagebrand Audience

Your Message is the two-way discussion you have with your audience.



Your Message is the two-way discussion you have with your audience.

Listen, Articulate, refine, repeat.

Messagebrand Audience



MessageBrand Audience




Your Facebook presence does not exist in a vacuum. There are competing orgs, diverse 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

STRENGTHS

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?

What do you want to accomplish with social media?What do you want supporters to do?How will you measure your objectives?

What do you do better than other similar organizations?What do your constituents say your strengths are?

THREATS

What obstacles do you face on a daily basis?

SWAT Analysis


OBJECTIVES

STRATEGIES AND TOOLS

PEOPLE

A method developed by Forrester Research that focuses on People, Objectives, Strategies and Tools to help you understand what you should be doing with social media.

*START HERE

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?

What do you want to accomplish with social media?What do you want supporters to do?How will you measure your objectives?

How will you launch your campaign and then continue to engage your people?What will keep them interested and motivate them to act?How will you be creating, curating and sharing content?What tools will you use to measure results?

POST Method


http://zmb.me/FBMarketingWorkbookFree workbook for creating a plan:

http://zmb.me/FBMarketingWorkbook




Identifying assets to promote your Facebook Page

Start with people who love you most!

Raving fans

Tire kickers


Identifying assets to promote your Facebook Page

Best customers

Tire kickers

Who want to TALK ABOUT YOU!


Making the most of your email list

The following tactics assume you’ve created a solid marketing plan...



➡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









➡Follow up message to openers

➡Subject lines are everything...




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.



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



Let the love in!


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




When and how often to post content

Buddymedia found a 20% higher rate of engagement for these posts published in the mornings and evenings.



HubSpot recently found that 8pm is best for comments and likes, 6pm for shares



Confirm this with your Page Insights!



4-6 posts per day



Confirm this with your Page Insights!


Posting photos


Posting photos

Images speak directly with the Limbic system, which is also the seat of action.


Posting photos

Images also capture more phyical space in the newsfeed


Posting photos

Make sure that they’re at least 846 x 403 pixels (iPhone photos are 1936 x 2592).


Posting photos


Posting photos

Post images on Pinterest that link back to your Facebook photos


Posting photos

Always confirm your gut


Post all types of content, but...


But can you actually raise money?


.

.

?


First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit


A Handshake is not the best toolto collectmoney



Facebook is about long-term compounded growth.

Become aware of your cause when friends talk about your Page

Like, comment on, and share your updates

Continue engaging and like your Page

Advocate and/or join your email list

Trust and affi

nity

This is where viral reach is created

Share their donation on Facebook

Donate for the first time via email



Email acquisition and advocacy are the best

ways to find new donors on Facebook


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.



http://zmb.me/TargetDonorsFacebookVideo Tutorial:

http://zmb.me/TargetDonorsFacebook

http://zmb.me/TargetDonorsFacebook


Any questions?

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!


http://inboundzombie.com/

http://inboundzombie.com/

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/

http://www.johnhaydon.com/subscribe-to-corporatedollarorg/

http://www.johnhaydon.com/subscribe-to-corporatedollarorg/


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