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How to Create a Killer Facebook Campaign
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How to Create a Killer Facebook Campaign



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  • 1. How to Create a KillerFacebook Campaign Presented by Darian Rodriguez Heyman & Ritu Sharma, Social Media for Nonprofits
  • 2. How this webinar works• A link to the slides and a recording will be sent after the webinar• If you’d like to ask a question during the webinar, you can type it in the box on the right side of your screen• Use the hashtag #fgwebinar to tweet about this webinar
  • 3. Who is FirstGiving?
  • 4. Online Fundraising SolutionsPeer-to-Peer Fundraising Pages and Event Registrations Online Direct Donations Personal Support for your nonprofit, donors, and fundraisers Easy, tested, and secure transaction processes for the donor
  • 5. 12 Cities. 3 Countries. 5,000 Nonprofits.www.SM4NP.org
  • 6. Our Agenda•Creating a KillerFacebook Campaign •Facebook Pages •Facebook Insights •Community Manager Updates •Facebook Ads •Top Tips •Useful Resources
  • 7. Facebook Pages• Pages vs. Groups • Pages publish directly to newsfeed • Ability to analyze interaction via insights
  • 8. Facebook Pages• Make it unique• Engage in Dialogue with fans• Make good use of cover images
  • 9. Top Tips•Timing is Everything•Morning: 8 – 9AM•Lunch: 12 – 1PM•End of Day: 4:30 – 6PM•Night: 9:30 – 11PM
  • 10. Top Tips•Use an Editorial Calendar
  • 11. Top Tips•Ask Questions
  • 12. Top TipsEmbrace Rich Media•Photos & Videos•Videos < 3 Minutes•Photos Cropped/Tagged•Focus on Faces & PersonalStories
  • 13. Top Tips•Become a Content Curator Think 50/50
  • 14. Top Tips•Map Donations to Impact •Think Incrementally
  • 15. “People Don’t Give To You, They Give Through You”
  • 16. Top TipsThe Viral Equation: C+C+C=C
  • 17. Top Tips The Viral Equation:Compelling +Concise+Credible=Contagious
  • 18. Facebook Insights
  • 19. Facebook Insights
  • 20. Facebook Insights
  • 21. Facebook Insights
  • 22. Facebook Insights
  • 23. Facebook Community Manager UpdateSchedule posts Schedule icon
  • 24. Facebook Community Manager Update
  • 25. Facebook Community Manager Update
  • 26. Top Anti-Tips•Don’t useHootSuite/TweetDeck/etc. forFB•Don’t Link Twitter to FB•Avoid the Empty Store
  • 27. Facebook Ads1. Identify Your Goals • Website Traffic, Facebook Page Likes, or Event Registration • Ads to Facebook Page/Event Lists Friends Who Liked It
  • 28. Facebook Ads2. Target Your Audience•Age, Gender•Location, Education, & Language•Likes & Interests•Connections•Friends of Connections
  • 29. Facebook Ads
  • 30. Facebook Ads
  • 31. Facebook Ads3. Design Your Ad•Create Multiple Versions •Images, Copy, Headlines, Audience •Test, Test, Test! •Use FB “Ads Manager” to Update Ads & Not Go Stale
  • 32. Facebook Ads3. Design Your Ad•Ask Questions!•Use a Simple, Relevant Image •Headshots Are Great
  • 33. Facebook Ads3. Design Your Ad•Include Your Name & KeyInformation•Provide Clear Action•Highlight Benefits/Impact
  • 34. Facebook Ads
  • 35. Facebook Ads4. Manage Your Budget•Cost Per Click (Like) vs. CPM•Set Your Daily Budget•Set Your Bid Price •Within or Above Suggested Range
  • 36. Facebook Ads
  • 37. Facebook Ads5. Review & Refine•Use Ads Manager Reports &Metrics to Improve Campaigns•Learn About Your Audience: Age,Gender, & Location•Witness Impact of Changes
  • 38. RESOURCE REVIEW•www.facebook.com/nonprofits•www.google.com/nonprofits•www.google.com/grants•www.bethkanter.org•www.socialbrite.org•www.TechSoup.org•www.SM4NP.org•www.nten.org
  • 39. Thank You! Ritu@SM4NP.orgDarian@SM4NP.org @RituSharma1 @dheyman
  • 40. Connect with us in our Social Community!Facebook: facebook.com/firstgiving Twitter: @FirstGiving FirstGiving Insights blog: http://insights.firstgiving.com Online Fundraising blog: http://blog.firstgiving.com @FirstGiving #fgwebinars
  • 41. Thank you!Interested in learning more about FirstGiving? Contact: Chris Collins (Eastern Territory) Email: chris.collins@firstgiving.com Telephone: 617-542-0010 x. 4 Contact: Laura Reino (Western Territory) Email: laura.reino@firstgiving.com Telephone: 505-508-5635 @FirstGiving #fgwebinars