2. • The game changed. Do you know the rules?
• #1: Fruit on the ground
• #2: Hacking photos
• #3: Hacking text updates
• #4: Hacking promoted posts
• #5: Hacking ads
• #6: Hacking fundraising
• #7: Hacking analytics
Seven Colossal Facebook Strategies for Nonprofit Success
What we’re going to discuss
3. The game changed.
Do you know the rules?
Seven Colossal Facebook Strategies for Nonprofit Success
4. 70% of us trust brand recommendations
from friends, but only 10% trust
messages from those same brands.
- Forrester Research
The game changed. Do you know the rules?
Seven Colossal Facebook Strategies for Nonprofit Success
5. The game changed. Do you know the rules?
Seven Colossal Facebook Strategies for Nonprofit Success
6. The game changed. Do you know the rules?
Friends are always the first
priority on Facebook.
Your nonprofit ONLY matters when
friends talk about you.
Seven Colossal Facebook Strategies for Nonprofit Success
7. The game changed. Do you know the rules?
Seven Colossal Facebook Strategies for Nonprofit Success
8. The game changed. Do you know the rules?
Edgerank!
Seven Colossal Facebook Strategies for Nonprofit Success
9. The game changed. Do you know the rules?
Edgerank is an algorithm that
determines whether a specific
Page update will appear in the
News Feed of a specific user.
Seven Colossal Facebook Strategies for Nonprofit Success
10. Four factors that determine Edgerank:
(1)Relationship between user and post
(2)How people talk about that post
(3)How recently the story was published
(4)Negative comments on posts
The game changed. Do you know the rules?
Seven Colossal Facebook Strategies for Nonprofit Success
11. You win in the Newsfeed when:
(1) People frequently talk about your content
(2) You publish content your community loves
(3) You selectively promote posts with ads
(4) You invest time into replying to commenters
(5) You skirt Edgerank with other channels
The game changed. Do you know the rules?
Seven Colossal Facebook Strategies for Nonprofit Success
12. The game changed. Do you know the rules?
If friends are the priority,
where do we start?
Seven Colossal Facebook Strategies for Nonprofit Success
13. #1: Start with
people in your
database!
Your Community
Subscribers
Donors
Volunteers
The game changed. Do you know the rules?
Seven Colossal Facebook Strategies for Nonprofit Success
14. Your Network
Your community’s
family, friends and
acquaintances
#2: Create content
they want to share
with their friends!
The game changed. Do you know the rules?
Seven Colossal Facebook Strategies for Nonprofit Success
15. Cheat code #1:
Fruit on the ground
Seven Colossal Facebook Strategies for Nonprofit Success
16. Cheat code #1: Fruit on the ground
Seven Colossal Facebook Strategies for Nonprofit Success
18. Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Cheat code #2: Hacking photos
Seven Colossal Facebook Strategies for Nonprofit Success
19. Top emotions behind sharing:
Anger
Awe
Anxiety
Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Cheat code #2: Hacking photos
Seven Colossal Facebook Strategies for Nonprofit Success
20. Images also
capture more
phyical space in
the newsfeed.
Cheat code #2: Hacking photos
Seven Colossal Facebook Strategies for Nonprofit Success
24. Cheat code #3:
Hacking text updates
Seven Colossal Facebook Strategies for Nonprofit Success
25. Comment rates on questions are more than double comments
on non-question updates!
Cheat code #3: Hacking text updates
Seven Colossal Facebook Strategies for Nonprofit Success
26. Cheat code #3: Hacking text updates
Seven Colossal Facebook Strategies for Nonprofit Success
27. Cheat code #3: Hacking text updates
Closed questions
Seven Colossal Facebook Strategies for Nonprofit Success
28. Cheat code #3: Hacking text updates
Closed questions take advantage
of the brain’s built-in auto
complete feature.
Seven Colossal Facebook Strategies for Nonprofit Success
29. Cheat code #3: Hacking text updates
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” questions
6) Fill in the blank_____.
Seven Colossal Facebook Strategies for Nonprofit Success
30. Cheat code #3: Hacking text updates
Seven Colossal Facebook Strategies for Nonprofit Success
32. Only Promote Awesome
Remember, 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
Seven Colossal Facebook Strategies for Nonprofit Success
33. Only Promote Awesome
Remember, 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
Seven Colossal Facebook Strategies for Nonprofit Success
34. Only Promote Awesome
Remember, 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
Virality essentially
measures content
quality
Cheat code #4: Hacking promoted posts
Seven Colossal Facebook Strategies for Nonprofit Success
35. Know Thy Plan
Just 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
Cheat code #4: Hacking promoted posts
Seven Colossal Facebook Strategies for Nonprofit Success
36. Promote posts only to fans
You 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 #4: Hacking promoted posts
Seven Colossal Facebook Strategies for Nonprofit Success
37. Promote posts only to fans
You 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 #4: Hacking promoted posts
Seven Colossal Facebook Strategies for Nonprofit Success
45. A Handshake is not the best
tool to collect money
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
46. Facebook is relational, not
transactional
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
47. Become aware of your cause when friends talk about your Page
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
48. Become aware of your cause when friends talk about your Page
Like,comment on,and share your updates
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
49. Become aware of your cause when friends talk about your Page
Like,comment on,and share your updates
Continue engaging and like your Page
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
50. 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
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
51. 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 e-mail list
This is where
viral reach is
created
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
52. 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 e-mail list
This is where
viral reach is
created
E-mail acquisition!
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
53. 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
Donate for the first time via e-mail
Advocate and/or join your e-mail list
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
54. 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
Share their donation
on Facebook
Donate for the first time via e-mail
Advocate and/or join your e-mail list
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
55. 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
Share their donation
on Facebook
Donate for the first time via e-mail
Advocate and/or join your e-mail list
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
56. Become aware of your cause when friends talk about your Page
Like,comment on,and share your updates
Continue engaging and like your Page
Trust and
affinity
This is where
viral reach is
created
Share their donation
on Facebook
Donate for the first time via e-mail
Advocate and/or join your e-mail list
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
57. E-mail acquisition and
advocacy are a better
way to find new donors
on Facebook
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
58. Free webinar:
Seven Powerful Ways to Build
Your E-mail List With Facebook
Sign up here:
http://zmb.me/FBEMAILWB
Cheat code #6: Hacking fundraising
Seven Colossal Facebook Strategies for Nonprofit Success
60. Who is going insane from
too much data?
Seven Colossal Facebook Strategies for Nonprofit Success
61. Focus on two metrics:
1. People talking about this
2. Virality
Seven Colossal Facebook Strategies for Nonprofit Success
62. Cheat code #7: Hacking analytics
The most essential metric
Seven Colossal Facebook Strategies for Nonprofit Success
63. The game changed. Do you know the rules?
12 ways people “talk about you” with their Facebook friends:
1) Like a post from your Page
2) Comment on a post from your Page
3) Share a post from your Page
4) Answer a Question
5) Mention your Page in an update
6) Tag your Page in a photo
7) Tag their friends in a photo you post
8) Like your Page
9) Post an update on your Page
10) RSVP to an event on your Page
11) Check into your Facebook Place
12) Writing a recommendation about your Page
The most essential metric
Seven Colossal Facebook Strategies for Nonprofit Success
67. #Bonus: Create an interest list of awesome Pages
Seven Colossal Facebook Strategies for Nonprofit Success
68. #Bonus: Follow this Pinterest Board
http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/
Seven Colossal Facebook Strategies for Nonprofit Success
69. 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
Seven Colossal Facebook Strategies for Nonprofit Success
