Seven Powerful Ways to Build Your Email List With Facebook
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Seven Powerful Ways to Build Your Email List With Facebook

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Nonprofits have learned that Facebook is great for encouraging their community to talk about a cause with their friends. But many are challenged with taking people beyond liking, commenting and ...

Nonprofits have learned that Facebook is great for encouraging their community to talk about a cause with their friends. But many are challenged with taking people beyond liking, commenting and sharing. This webinar will help you build the strategies to build deeper relationships through email, beginning with email acquisition!

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    Seven Powerful Ways to Build Your Email List With Facebook Seven Powerful Ways to Build Your Email List With Facebook Presentation Transcript

    • Sponsored by: Seven Powerful Ways to Build Your Email List With Facebook John Haydon September 25, 2013 Twitter Hashtag - #4Glearn Part Of:
    • Sponsored by: Advising nonprofits in: • Strategy • Planning • Organizational Development www.synthesispartnership.com (617) 969-1881 info@synthesispartnership.com INTEGRATED PLANNING Part Of:
    • Sponsored by:Part Of: Coming Soon
    • Sponsored by: Today’s Speaker John Haydon Chief Heretic and Pyrotechnician Inbound Zombie Assisting with chat questions: Jamie Maloney, 4Good Founding Director of Nonprofit Webinars and Host: Sam Frank, Synthesis Partnership Part Of:
    • SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • What we’ll talk about today Three things you need to understand about email marketing The most important thing you need to do BEFORE building your list Seven incentive STRATEGIES to drive sign-ups Five tips for putting an opt-in form on your Facebook Page Four tips for form design Three ways to lower unsubscribers Other useful tools What next?
    • How to get the most out of this webinar • Close all other browsers and apps - to help you focus, I’ll keep things super-concise. So do your part and pay attention. :-) • Grab a notepad and pen - Research has shown that you are more likely to act on things you write down. And you won’t regret being able to quickly jott down resources and tips not mentioned in the slides. • Listen to the entire webinar once - Jott down the times when relevant chapters appear in the video timeline. • Write down action steps - Write down 4 action steps. Even better, immediately after watching the webinar, send an email to a trusted collegue about the action steps you’ll be taking to enhance your Facebook and email marketing approach. SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • ARE YOU CLEAR ABOUT THE ROLE OF EMAIL IN YOUR COMMUNICATIONS STRATEGY? SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Build Intimacy and Trust E-mail is not a public channel like Twitter or Facebook. Opting into your list is an agreement to enter a private 1-1 relationship with you, by way of their inbox. Understanding The Role of Email SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Identify Segments Segmentation allows you to send the right message to the right people at the right time. You can’t do this with Twitter or Facebook. Understanding The Role of Email SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Convert Donors and Volunteers Various studies show that Twitter and Facebook have a 3% – 6% conversion rate. E-mail on the other hand has a 33% conversion rate. Understanding The Role of Email SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Convert Donors and Volunteers Understanding The Role of Email SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Convert Donors and Volunteers Understanding The Role of Email SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • 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 email list Trust and affinity Share their donation on Facebook Donate for the first time via email Facebook ladder of engagement SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • 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 Here’s the bridge that connects Facebook and fundraising! Share their donation on Facebook Donate for the first time via email Advocate and/or join your email list Facebook ladder of engagement SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • THE ONE THING YOU NEED TO DO BEFORE BUILDING YOUR LIST SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Your audiences are the various different groups of people you reach (or are trying to reach). Understand Your Audiences SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • GOALS: • What keeps them up at night? • What are their passions and interests? • What are their dreams and goals? CHALLENGES: • What are their primary goals in life? • How are they trying to create a meaningful life? Understand Your Audiences SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Download a free eBook on personas here: http://db.tt/7vBxrnWN Understand Your Audiences SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • ONCE YOU UNDERSTAND YOUR AUDIENCE, GIVE THEM WHAT THEY WANT SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • What’s your carrot? Be crystal clear on the value exchange: What value are you offering that greatly outweights the pain of joining your email list? SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • •Lost time filling out your form •Perceived potential privacy breach •The perceived potential that you’ll gunk up their inbox •The unknown What pain,you ask? SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • The value they get should greatly outweight the pain of joining your email list. The value exchange SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • SEVEN INCENTIVES TO DRIVE SIGN-UPS SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • eBooks 1 eBooks that offers highly specific information or howto. eBooks (PDF) can be read on any eReader - including iPads and Kindles! SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • eBooks 1 Example titles: 10 Quick Recipes for New Breast Cancer Patients How to Housebreak Your Dog in One Week The Starter Guide to Nonprofit Video Storytelling The Child Advocacy Tool Kit How To Survive Homelessness eBooks (PDF) can be read on any eReader - including iPads and Kindles! SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • eBook resources 1 •Use Word or Pages to create PDFs •Use myecovermaker.com to create an eCover (example at right) •Use DropBox to host free download •Use fotolia.com for images SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Sponsor giveaway 2 Make sure the sponsor is in alignment with your brand •Discounts •Free product or service SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Sponsor giveaway 2 Check out Gifts that Give SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Advocacy 3 Advocacy gives people the ability to support your cause in a way that’s meaningful, but free. And you get a new email! SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Advocacy 3 Advocacy gives people the ability to support your cause in a way that’s meaningful, but free. And you get a new email! SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Advocacy 3 Four great resources for starting petitions: •thepetitionsite.com •change.org •rallycongress.com •actionsprout.com SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Pledges 4 Pledges lets people feel that they’re part of your movement. Less formal than advocacy. SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Photo contests 5 Powerful way to acquire fans (with a like gate) and emails. Participants can easily share your contest. SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Photo contests 5 Check out Shortstack SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Action alerts 6 Perfect for orgs that provide regular educational resources. Brands your org with high value. SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Action alerts 6 Perfect for orgs that provide regular educational resources. Brands your org with high value. SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Peer-to-peer 7 Use Peer-to-peer fundraising to leverage the power of your community. SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • FACEBOOK VS. YOUR WEBSITE WHERE SHOULD YOU PUT THE FORM? SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • FIVE TIPS FOR PLACING AN OPT-IN FORM IN A CUSTOM TAB SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Put an opt-in form on your Facebook Page Use the Static HTML iframe tabs app Don’t forget the carrot! 1 SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Make it mobile FYI - Custom tabs are not viewable on mobile devices. 2 SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Make it mobile Tools like Static HTML: iframe tabs and ShortStack have smart URLs which display the tab on mobile. 2 SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Use Facebook login Facebook login always people to join your list with a single mouse click. 3 SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Use Facebook login Most email services will help you create a Facebook login to acquire emails. Aweber offers this. MailChimp offers this. Constant Contact offers this. 3 SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Use Action Sprout 4 •Allows users to join with one click •Actions are relevant “Support”, “Stand With”, “Donate To”. •Allows them to share your cause SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Create separate web forms for each location! 5 This will allow you to measure which location works best! List of web forms created with aweber SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Create separate web forms for each location! 5 Knowing that your Facebook Page converts better than your website allows you to: •Change how you direct traffic •Improve your web page List of web forms created with aweber SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • FOUR TIPS FOR OPT-IN FORM DESIGN SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Point the way Make it easy to find your form. 1 SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Use powerful images Particularly with people 2 SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Be clear about frequency and privacy 2 •You won’t share their email. •How often will they receive emails? SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Redirect to a thank you page 3 •This allows you to more easily measure conversions •This allows you to encourage a secondary action •Finally, saying “thanks” is the polite thing to do. SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Redirect to a thank you page 3 In this example, I use clicktotweet.com to encourage people to share my list. SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Redirect to a thank you page 3 Which seems to work... SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • DON'T FORGET ABOUT LOWERING UNSUBSCRIBES SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Building your list also means giving people reasons to stay subscribed! SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Set expectations 1 •About frequency and content •On your thank you page •In your follow-up email SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Segment lists 2 •Right people •Right content •Right time SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Segment lists 2 •People interested in events •People who downloaded an eBook •People who donated •etc. SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Keep them interested 3 •With personalized emails •With awesome content •With exclusive content •With “what’s coming” Don’t forget the carrot! SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • OTHER USEFUL TOOLS SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Action Sprout 1 •Allows users to join with one click •Allows them to share your cause SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Action Sprout 1 •Allows users to join with one click •Allows them to share your cause •Export emails from Action Sprout SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Shortstack 2 •Awesome for photo contests •Allows them to share your app •Export emails from Shortstack •They have a MailChimp app SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Static HTML app Static HTML iframe tabs app: •Allows you to easily add HTML •For free Don’t forget the carrot! 3 SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • How to get more Subscribe to my blog Like the Nonprofit Facebook Page SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK
    • Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA Founder of The Social Media Fundraising Club, a private learning hub for small nonprofits. Instructor at Marketing Profs University 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, Who is John Haydon? SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK