Facebook for Executive Staff

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If you’re like most nonprofits you probably already have a presence on Facebook. You have a page with an attractive cover image and maybe even a custom tab. You also consistently post content, and have maybe even tried Facebook ads. But you’re are still confused about the role Facebook plays within your overall marketing communications strategy. You’re not sure how Facebook fits within your events, your volunteer outreach, and your fundraising.

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Facebook for Executive Staff

  1. 1. Sponsored by:Facebook for Executive StaffJohn HaydonMay 15, 2013Twitter Hashtag - #npwebPartOf:
  2. 2. Sponsored by:Advising nonprofits in:• Strategy• Planning• Organizational Developmentwww.synthesispartnership.com(617) 969-1881info@synthesispartnership.comINTEGRATED PLANNINGPartOf:
  3. 3. Sponsored by:PartOf:Coming this June
  4. 4. Sponsored by:Today’s SpeakerJohn HaydonChief Heretic and PyrotechnicianInbound ZombieAssisting with chat questions:Jamie Maloney, 4GoodFounding Director of Nonprofit Webinars and Host:Sam Frank, Synthesis PartnershipPartOf:
  5. 5. Facebook Strategies for Executive Staff
  6. 6. Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MAInstructor at Marketing Profs University and Charityhowto.comSpeaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud’s BBCon, NewMedia Expo, TechSoup, GrantSpace, Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood.Author: Facebook Marketing for Dummies, 3rd and 4th EditionsClients 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 WildlifeFederation, Razoo,Facebook Strategies for Executive Staff
  7. 7. • Creating an effective Facebook marketing plan• Let your nodes do the talking• What the heck is Edgerank?• Configuring your Page for engagement• When should I post content?• How to use photos and text updates to spark engagement?• Yeah, but can you raise money?What we’ll be talking about today:Facebook Strategies for Executive Staff
  8. 8. brandYour brand is the essential feeling peopleget from their interactions with you.Creating an effective Facebook marketing planFacebook Strategies for Executive Staff
  9. 9. AudienceYour Audience is the various differentpeople you reach (or are trying to reach).brandCreating an effective Facebook marketing planFacebook Strategies for Executive Staff
  10. 10. Messagebrand AudienceYour Message is the two-way discussionyou have with your audience.Creating an effective Facebook marketing planFacebook Strategies for Executive Staff
  11. 11. MessageBrand AudienceCreating an effective Facebook marketing planFacebook Strategies for Executive Staff
  12. 12. http://zmb.me/FBMarketingWorkbookFree workbook for creating a Facebook Marketing plan:Facebook Strategies for Executive Staff
  13. 13. Let your people do the talkingFacebook Strategies for Executive Staff
  14. 14. Let your people do the talking70% of us trust brand recommendations fromfriends, but only 10% of trust ads from brands.- Forrester ResearchFacebook Strategies for Executive Staff
  15. 15. #1: Start withpeople in yourdatabase!Your CommunitySubscribersDonorsVolunteersLet your nodes do the talkingFacebook Strategies for Executive Staff
  16. 16. Your NetworkYour community’sfamily, friends andacquaintances#2: Createcontent theywant to sharewith theirfriends!Let your nodes do the talkingFacebook Strategies for Executive Staff
  17. 17. What the heck is Edgerank?Facebook Strategies for Executive Staff
  18. 18. Facebook Strategies for Executive Staff
  19. 19. Edgerank is an algorithm that determineswhether a specific Page story will appearin the Newfeed of a specific fan.It ranks yourcontent, not yourFacebook Page.What the heck is Edgerank?Facebook Strategies for Executive Staff
  20. 20. Three factors that determine Edgerank:(1)Relationship between user and story(2)How people talk about that story(3)How recently the story was publishedWhat the heck is Edgerank?Facebook Strategies for Executive Staff
  21. 21. You win in the Newsfeed when:(1) People increasingly talk about your content(2) You skirt Edgerank with other channels(3) You publish content your community loves(4) You use Promoted Posts wisely(5) You invest time into replying to commentersWhat the heck is Edgerank?Facebook Strategies for Executive Staff
  22. 22. Let the love in!Configuring your Page for maximum engagementFacebook Strategies for Executive Staff
  23. 23. (1)Posting ability - Allowing users to post increases exposure foryour org through virality.(2)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 simplybecause what they post on your Page will have more visibility.(3)Tagging Ability – This creates viral exposure when people tagtheir friends(4)Replies - This helps deepen discussions within commentsConfiguring your Page for maximum engagementFacebook Strategies for Executive Staff
  24. 24. Configuring your Page for maximum engagementFacebook Strategies for Executive Staff
  25. 25. When to post contentFacebook Strategies for Executive Staff
  26. 26. HubSpot found that8pm is best forcomments and likes,6pm for sharesWhen to post contentFacebook Strategies for Executive Staff
  27. 27. Confirm this withyour Page Insights!When to post contentFacebook Strategies for Executive Staff
  28. 28. Confirm this withyour Page Insights!When to post contentFacebook Strategies for Executive Staff
  29. 29. When to post contentFacebook Strategies for Executive Staff
  30. 30. You can also use PostPlanner which has additional scheduling features.When to post contentFacebook Strategies for Executive Staff
  31. 31. Posting photosFacebook Strategies for Executive Staff
  32. 32. Images speakdirectly with theLimbic system, theseat of emotionand action.Posting photosFacebook Strategies for Executive Staff
  33. 33. Posting photosTop emotions behind sharing:AngerAweAnxietyImages speakdirectly with theLimbic system, theseat of emotionand action.Facebook Strategies for Executive Staff
  34. 34. Posting photosFacebook Strategies for Executive Staff
  35. 35. Images alsocapture morephyical space inthe newsfeedPosting photosFacebook Strategies for Executive Staff
  36. 36. Only post photos with a story!Posting photosFacebook Strategies for Executive Staff
  37. 37. Only post photos with a story!Posting photosFacebook Strategies for Executive Staff
  38. 38. Tap emotionsPosting photosFacebook Strategies for Executive Staff
  39. 39. Drive more traffic with photosPosting photosFacebook Strategies for Executive Staff
  40. 40. Post images on Pinterest that link backto your Facebook photosCreate more exposure foryour top photosPosting photosFacebook Strategies for Executive Staff
  41. 41. Posting text updatesFacebook Strategies for Executive Staff
  42. 42. Comment rates on questions are more than double commentson non-question updates!Posting text updatesFacebook Strategies for Executive Staff
  43. 43. Posting text updates Ask closed questionsFacebook Strategies for Executive Staff
  44. 44. •Specificity wins!•Relevance wins!•Preference questions•Choice questions•“Yes” or “No”•Fill in the blank_____.Posting text updates Ask closed questionsFacebook Strategies for Executive Staff
  45. 45. Posting text updates Ask closed questionsFacebook Strategies for Executive Staff
  46. 46. But can you actually raise money?Facebook Strategies for Executive Staff
  47. 47. ..?But can you actually raise money?Facebook Strategies for Executive Staff
  48. 48. First some numbers...A Handshake is not thebest toolto collectmoneyBut can you actually raise money?Facebook Strategies for Executive Staff
  49. 49. First some numbers...Facebook is relational,not transactionalBut can you actually raise money?Facebook Strategies for Executive Staff
  50. 50. Become aware of your cause when friends talk about your PageLike,comment on,and share your updatesContinue engaging and like your PageAdvocate and/or join your email listTrust andaffinityThis is whereviral reach iscreatedShare their donationon FacebookDonate for the first time via emailFacebook Strategies for Executive Staff
  51. 51. First some numbers...Email acquisition andadvocacy are the bestways to find newdonors on FacebookBut can you actually raise money?Facebook Strategies for Executive Staff
  52. 52. Free webinar:Seven Powerful Waysto Build Your EmailList With FacebookSign up here:http://zmb.me/FBEMAILWBFacebook Strategies for Executive Staff
  53. 53. Sponsored by:Find listings for our current seasonof webinars and register at:NonprofitWebinars.comPartOf:

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