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Developing an Epic Facebook Strategy for Your Nonprofit
 

Developing an Epic Facebook Strategy for Your Nonprofit

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This session will walk participants step-by-step through creating an effective Facebook marketing strategy. We will discuss defining your audience, developing a content strategy, engaging with fans, ...

This session will walk participants step-by-step through creating an effective Facebook marketing strategy. We will discuss defining your audience, developing a content strategy, engaging with fans, and measuring results.

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    Developing an Epic Facebook Strategy for Your Nonprofit Developing an Epic Facebook Strategy for Your Nonprofit Presentation Transcript

    • Developing an Epic Facebook Strategy for Your Nonprofit John Haydon January 30, 2013A Service Of: Sponsored by:
    • INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
    • Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
    • Today’s Speaker John Haydon Chief Heretic and Pyrotechnician Inbound ZombieAssisting with chat questions: Hosting:Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
    • How to Create an Epic Presence on Facebook for Your Non-Profit How to Create an Epic Presence on Facebook for Your Non-Profit
    • How to Create an Epic Presence on Facebook for Your Non-ProfitWhat we’ll be talking about today... • 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
    • How to Create an Epic Presence on Facebook for Your Non-ProfitDon’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
    • How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing planYour brand is the essential feeling peopleget from their interactions with you.brand
    • How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing planIt’s also what people say about you whenyoure not in the room...brand
    • How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing planYour brand is the essential feeling peopleget from their interactions with you.Articulate and refine, refine and articulate!brand
    • How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing planYour Audience is the various differentpeople you reach (or are trying to reach).brand Audience
    • How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing planYour Audience is the various differentpeople you reach (or are trying to reach).Articulate and refine, refine and articulate!brand Audience
    • How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing planYour Audience is the various differentpeople you reach (or are trying to reach).Articulate and refine, refine and articulate! ! as on rs Pe se Ubrand Audience http://zmb.me/CreatePersonas
    • How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing planYour Message is the two-way discussionyou have with your audience.brand Audience Message
    • How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing planYour Message is the two-way discussionyou have with your audience.Listen, Articulate, refine, repeat.brand Audience Message
    • How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing plan Brand Audience Message
    • How to Create an Epic Presence on Facebook for Your Non-ProfitSWAT Analysis STRENGTHSYour Facebook presence does not exist in a What do you do better than other similar organizations?vacuum. There are competing orgs, diverse What do your constituents say your strengths are?groups of people and other factors that willinfluence your approach.The SWOT method will help you assess allof these factors, which in turn will improveyour likelihood of success. WEAKNESSES What do you want to accomplish with social media? What do you want supporters to do? How will you measure your objectives? 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? THREATS What obstacles do you face on a daily basis?
    • How to Create an Epic Presence on Facebook for Your Non-Profit STRATEGIES AND TOOLS POST Method How will you launch your campaign and then continue to A method developed by Forrester Research engage your people? that focuses on People, Objectives, Strategies What will keep them interested and motivate them to act? and Tools to help you understand what you How will you be creating, curating and sharing content? What tools will you use to measure results? should be doing with social media. OBJECTIVES What do you want to accomplish with social media? What do you want supporters to do? How will you measure your objectives? PEOPLE 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?*START HERE
    • How to Create an Epic Presence on Facebook for Your Non-ProfitFree workbook for creating a plan:http://zmb.me/FBMarketingWorkbook
    • How to Create an Epic Presence on Facebook for Your Non-ProfitIdentifying assets to promote your Facebook PageStart with peoplewho love youmost! Raving fans Tire kickers
    • How to Create an Epic Presence on Facebook for Your Non-ProfitIdentifying assets to promote your Facebook PageWho want toTALK ABOUTYOU! Best customers Tire kickers
    • How to Create an Epic Presence on Facebook for Your Non-ProfitMaking the most of your email list
    • How to Create an Epic Presence on Facebook for Your Non-ProfitMaking the most of your email list The following tactics assume you’ve created a solid marketing plan...
    • How to Create an Epic Presence on Facebook for Your Non-ProfitMaking the most of your email list ➡Use rich text - not HTML templates
    • How to Create an Epic Presence on Facebook for Your Non-ProfitMaking the most of your email list ➡Use rich text - not HTML templates ➡Personalize emails
    • How to Create an Epic Presence on Facebook for Your Non-ProfitMaking the most of your email list ➡Use rich text - not HTML templates ➡Personalize emails ➡Write in second person narrative (“You”)
    • How to Create an Epic Presence on Facebook for Your Non-ProfitMaking the most of your email list ➡Use rich text - not HTML templates ➡Personalize emails ➡Write in second person narrative (“You”) ➡Make it about them
    • How to Create an Epic Presence on Facebook for Your Non-ProfitMaking the most of your email list ➡Use rich text - not HTML templates ➡Personalize emails ➡Write in second person narrative (“You”) ➡Make it about them ➡Keep it less than three paragraphs
    • How to Create an Epic Presence on Facebook for Your Non-ProfitMaking the most of your email list ➡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
    • How to Create an Epic Presence on Facebook for Your Non-ProfitMaking the most of your email list ➡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
    • How to Create an Epic Presence on Facebook for Your Non-ProfitMaking the most of your email list ➡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 ➡Subject lines are everything...
    • How to Create an Epic Presence on Facebook for Your Non-ProfitWhat the heck is Edgerank?
    • How to Create an Epic Presence on Facebook for Your Non-ProfitWhat 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.
    • How to Create an Epic Presence on Facebook for Your Non-ProfitWhat the heck is Edgerank?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
    • How to Create an Epic Presence on Facebook for Your Non-ProfitConfiguring your page for engagement Let the love in!
    • How to Create an Epic Presence on Facebook for Your Non-ProfitConfiguring your page for engagementPosting ability - Allowing users to post increases exposure foryour org through virality.Post visibility – If your org has a thriving community ofcustomers, displaying this section on your Page will help amplifyyour communitys voice on your Facebook Page simply becausewhat they post on your Page will have more visibility.Tagging Ability – This creates viral exposure when people tagtheir friends
    • How to Create an Epic Presence on Facebook for Your Non-ProfitConfiguring your page for engagement
    • How to Create an Epic Presence on Facebook for Your Non-ProfitWhen and how often to post content
    • How to Create an Epic Presence on Facebook for Your Non-ProfitWhen and how often to post contentBuddymedia found a20% higher rate ofengagement for theseposts published in themornings and evenings.
    • How to Create an Epic Presence on Facebook for Your Non-ProfitWhen and how often to post contentHubSpot recentlyfound that 8pm is bestfor comments andlikes, 6pm for shares
    • How to Create an Epic Presence on Facebook for Your Non-ProfitWhen and how often to post contentConfirm this withyour Page Insights!
    • How to Create an Epic Presence on Facebook for Your Non-ProfitWhen and how often to post contentConfirm this withyour Page Insights!
    • How to Create an Epic Presence on Facebook for Your Non-ProfitWhen and how often to post contentConfirm this withyour Page Insights! 4-6 posts per day
    • How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photos
    • How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photos Images speak directly with the Limbic system, which is also the seat of action.
    • How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photos Images also capture more phyical space in the newsfeed
    • How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photos
    • How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photosMake sure that they’re at least 846 x 403pixels (iPhone photos are 1936 x 2592).
    • How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photos
    • How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photosPost images on Pinterest that link backto your Facebook photos
    • How to Create an Epic Presence on Facebook for Your Non-ProfitPost all types of content, but...Always confirm your gut
    • How to Create an Epic Presence on Facebook for Your Non-ProfitBut can you actually raise money?
    • How to Create an Epic Presence on Facebook for Your Non-ProfitBut can you actually raise money? . . ?
    • FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? A Handshake is not the best tool to collect money
    • FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? Facebook is about long-term compounded growth.
    • Share their donation on Facebook Donate for the first time via emailThis is whereviral reach iscreated Advocate and/or join your email list ity Continue engaging and like your Page fin af nd ta us Like, comment on, and share your updates Tr Become aware of your cause when friends talk about your Page
    • FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? Email acquisition and advocacy are the best ways to find new donors on Facebook
    • How to Create an Epic Presence on Facebook for Your Non-ProfitHow to use Facebook adsto target donors
    • How to Create an Epic Presence on Facebook for Your Non-ProfitHow to use Facebook adsto 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.
    • How to Create an Epic Presence on Facebook for Your Non-ProfitHow to use Facebook adsto target donors Video Tutorial: http://zmb.me/TargetDonorsFacebook
    • How to Create an Epic Presence on Facebook for Your Non-ProfitHow to use Facebook adsto target donors Video Tutorial: http://zmb.me/TargetDonorsFacebook
    • How to Create an Epic Presence on Facebook for Your Non-ProfitAny questions?
    • How to Create an Epic Presence on Facebook for Your Non-Profit Who is John Haydon?Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MACo-Founder of SocialBrite and 501 Mission PlaceSpeaker: Nonprofit Technology Conference, BlogWorld, TechSoup, NetworkForGood and more...Author: Facebook Marketing for DummiesClients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, ShrinersHospitals for Children, Opportunity Works, Community TechKnowledge, HopeLab, Healthy Babies Project,Scholastic, TechSoup, MarketingProfs, WaterAid America, University of MassachusettsSubscribe to John’s blog for free and get three articles each week delivered to your inbox!
    • Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: