Facebook success: 7 Cheat Codes for Nonprofits

Facebook Success • 7 Cheat Codes for Nonprofits


CHEAT CODES: Employed when a video game player uses non-standard

methods for creating an advantage beyond normal gameplay.


What we’re going to discuss

AGENDA

• Primer: The game changed. Do you know the rules?• Cheat code #1: Fruit on the ground• Cheat code #2: Hacking photos• Cheat code #3: Hacking text updates• Cheat code #4: Hacking promoted posts• Cheat code #5: Hacking ads• Cheat code #6: Hacking fundraising• Cheat code #7: Hacking analytics

RISK-REWARD CHALLENGE:

Post this update on your Page for a chance to win a free copy of Facebook Marketing for Dummies:

“POLL QUESTION: How could we be more useful on Facebook?

A ) Publish more content that’s useful and relevant to YOU

B ) Publish news items about the organization

C ) Be more responsive to your questions”


You don’t learn if you don’t do.

The game changed.Do you know the rules?


70% of us trust brand recommendations from friends, but only 10% trust messages from those same brands.-

Forrester Research


Word of mouth is the best persuasion.


The secret to Facebook is getting your customers to talk about you (your

service, products, cause).

It’s not you talking about your business.



Your customers’ friends are your competition.


Who’s this cranky looking dude?


Who’s this cranky looking dude?

Edgerank!


Facebook’s algorithm determines whether a specific update will appear in the Newsfeed of a

specific fan, or not.

What is the News Feed Algorithm, and why should I care?

Facebook’s algorithm determines whether a speci!c Page story will

appear in the Newfeed of a speci!c fan.

(It ranks your content, not your Facebook Page)



Four factors that determine whether your fan sees your Page update:

Relationship between fan and update




Relationship between fan and updateHow fans talk about that update (likes, comments, shares)




Relationship between fan and updateHow fans talk about that update (likes, comments, shares)How recently the update was published




Relationship between fan and updateHow fans talk about that update (likes, comments, shares)How recently the update was publishedHow many negative comments the update received



The game changed. Do you know the rules?


We want to be better at Facebooking. Where do we start?


#1: Start with people in your database!

Your CommunitySubscribersDonorsVolunteersCustomers



Your NetworkYour community’s family, friends and acquaintances

#2: Create content they want to share with their friends!


Cheat code #1:Fruit on the ground



Cheat code #1: Fruit on the ground

Cheat code #2:Hacking photos


Images speak directly with the Limbic system, the seat of emotion and action.


Cheat code #2: Hacking photos

Top emotions behind sharing:

AngerAwe

Anxiety

Images speak directly with the Limbic system, the seat of emotion and action.



Images also capture more phyical space in the newsfeed.



Cheat code #3:Hacking text updates


Comment rates on questions are more than double comments on non-question updates!


Cheat code #3: Hacking text updates



Closed questions



Closed questions take advantage of the brain’s built-in auto complete feature.



Five ways to ask effective questions on Facebook:

1)Be super specific

2)Be super relevant

3)Ask preference questions

4)Ask multiple choice questions

5)Ask “yes” or “no” questionsFill in the blank_____.

Cheat code #4:Hacking promoted posts


Only Promote AwesomeRemember, with promoted posts, you’re only paying for reach.

If you publish content that people can’t help but talk about, it means that your ad dollars will go further for each promoted post.

1


Cheat code #4: Hacking promoted posts

Only Promote AwesomeRemember, with promoted posts, you’re only paying for reach.

If you publish content that people can’t help but talk about, it means that your ad dollars will go further for each promoted post.

1Engagement rate

essentially measures content quality



Know Thy PlanJust because an update goes wildly viral, doesn’t mean you should spend money to promote it.

Ask yourself if promoting the post makes sense in terms of your goals and branding.

2


Promote only to fansYou increase the likelyhood of negative comments by promoting to friends of fans. Consider deleting this ad in the campaign.

3

https://www.facebook.com/ads/manage/campaigns/




Cheat code #5:Hacking ads


Cheat code #5: Hacking ads


Target your communityPoach other pages



Target your community



Target your community

http://youtu.be/aBZLoLAQ4nY



Cheat code #6:Hacking fundraising



Cheat code #6: Hacking fundraising

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?Facebook Success • 7 Cheat Codes for Nonprofits


A Handshake is not the best tool to collect money




Facebook is relational, not transactional


Become aware of your cause when friends talk about your Page




Like, comment on, and share your updates





Continue engaging and like your Page






This is where viral reach is created






Advocate and/or join your e-mail list










E-mail acquisition!






Donate for the first time via e-mail








Share their donation on Facebook








Trust and affi

nity


Share their donation on Facebook





E-mail acquisition and advocacy are a better way to find new donors

on Facebook



Free webinar:

Seven Powerful Ways to Build Your E-mail List With Facebook

Sign up here:

http://zmb.me/FBEMAILWB





Cheat code #7:Hacking analytics



Cheat code #7: Hacking analyticsThe most essential metric



12 ways people “talk about you” with their Facebook friends:1)Like a post from your Page2)Comment on a post from your Page3)Share a post from your Page4)Answer a Question5)Mention your Page in an update6)Tag your Page in a photo7)Tag their friends in a photo you post8)Like your Page9)Post an update on your Page10)RSVP to an event on your Page11)Check into your Facebook Place12)Writing a recommendation about your Page

The most essential metric

Engagement rate essentially measures content quality


Cheat code #7: Hacking analytics


#Bonus: Create an interest list of awesome Pages


#Bonus: Follow this Pinterest Board

http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/



How to get more

Subscribe to my blog

Like the Nonprofit Facebook Page

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

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

https://www.facebook.com/NPOFBG

https://www.facebook.com/NPOFBG

Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA

Instructor at Marketing Profs University, SocialMediaFundraisingClub.com and Charityhowto.com

Speaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud’s BBCon, New Media Expo, TechSoup, GrantSpace, Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood.

Author: Facebook Marketing for Dummies, 3rd and 4th Editions

Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo, Concord Conservatory.


About John

http://inboundzombie.com/

http://inboundzombie.com/

http://SocialMediaFundraisingClub.com

http://SocialMediaFundraisingClub.com

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




Facebook success: 7 Cheat Codes for Nonprofits

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