Facebook Success: 7 Cheat Codes for Nonprofits

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  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
  • Facebook Success: 7 Cheat Codes for Nonprofits

    1. 1. Facebook Success • 7 Cheat Codes for Nonprofits
    2. 2. • The game changed. Do you know the rules?Cheat code #1: Fruit on the ground• Cheat code #2: Hacking photosCheat code#3: Hacking text updatesCheat code #4:Hacking promoted posts• Cheat code #5: Hacking ads• Cheat code #6: Hacking fundraising• Cheat code #7: Hacking analyticsFacebook Success • 7 Cheat Codes for NonprofitsWhat we’re going to discuss
    3. 3. The game changed.Do you know the rules?The game changed.Do you know the rules?Facebook Success • 7 Cheat Codes for Nonprofits
    4. 4. 70% of us trust brand recommendationsfrom friends, but only 10% trustmessages from those same brands.-Forrester Research- Forrester Research70% of us trust brand recommendationsfrom friends, but only 10% trustmessages from those same brands.-Forrester Research- Forrester ResearchFacebook Success • 7 Cheat Codes for NonprofitsThe game changed. Do you know the rules?
    5. 5. The game changed. Do you know the rules?Facebook Success • 7 Cheat Codes for Nonprofits
    6. 6. The game changed. Do you know the rules?Facebook Success • 7 Cheat Codes for NonprofitsFriends are always the firstpriority on Facebook.Your nonprofit only matters whenfriends talk about you.Friends are always the firstpriority on Facebook.Your nonprofit only matters whenfriends talk about you.
    7. 7. Facebook Success • 7 Cheat Codes for NonprofitsThe game changed. Do you know the rules?
    8. 8. Facebook Success • 7 Cheat Codes for NonprofitsThe game changed. Do you know the rules?Edgerank!
    9. 9. Facebook Success • 7 Cheat Codes for NonprofitsThe game changed. Do you know the rules?Edgerank is an algorithm thatdetermines whether a specificPage update will appear in theNews Feed of a specific user.Edgerank is an algorithm thatdetermines whether a specificPage update will appear in theNews Feed of a specific user.
    10. 10. Four factors that determine Edgerank:Relationship between user and postHow people talkabout that postHow recently the story was publishedNegative comments on postsNegative comments on postsFacebook Success • 7 Cheat Codes for NonprofitsThe game changed. Do you know the rules?
    11. 11. You win in the Newsfeed when: People frequently talk about your contentYou publish content your community lovesYou selectively promote posts with adsYou invest time into replying to commentersYou skirt Edgerank with other channelsYou skirt Edgerank with other channelsFacebook Success • 7 Cheat Codes for NonprofitsThe game changed. Do you know the rules?
    12. 12. The game changed. Do you know the rules?Facebook Success • 7 Cheat Codes for NonprofitsIf friends are the priority,where do we start?If friends are the priority,where do we start?
    13. 13. Facebook Success • 7 Cheat Codes for Nonprofits#1: Start withpeople in yourdatabase!Your CommunitySubscribersDonorsVolunteersThe game changed. Do you know the rules?
    14. 14. Facebook Success • 7 Cheat Codes for NonprofitsYour NetworkYour community’sfamily, friends andacquaintances#2: Create contentthey want to sharewith their friends!The game changed. Do you know the rules?
    15. 15. Cheat code #1:Fruit on the groundCheat code #1:Fruit on the groundFacebook Success • 7 Cheat Codes for Nonprofits
    16. 16. Facebook Success • 7 Cheat Codes for NonprofitsCheat code #1: Fruit on the ground
    17. 17. Cheat code #2:Hacking photosCheat code #2:Hacking photosFacebook Success • 7 Cheat Codes for Nonprofits
    18. 18. Images speakdirectly with theLimbic system, theseat of emotionand action.Facebook Success • 7 Cheat Codes for NonprofitsCheat code #2: Hacking photos
    19. 19. Top emotions behind sharing:AngerAweAnxietyTop emotions behind sharing:AngerAweAnxietyImages speakdirectly with theLimbic system, theseat of emotionand action.Facebook Success • 7 Cheat Codes for NonprofitsCheat code #2: Hacking photos
    20. 20. Images alsocapture morephyical space inthe newsfeed.Facebook Success • 7 Cheat Codes for NonprofitsCheat code #2: Hacking photos
    21. 21. Facebook Success • 7 Cheat Codes for NonprofitsCheat code #2: Hacking photos
    22. 22. Facebook Success • 7 Cheat Codes for NonprofitsCheat code #2: Hacking photos
    23. 23. Facebook Success • 7 Cheat Codes for NonprofitsCheat code #2: Hacking photos
    24. 24. Cheat code #3:Hacking text updatesCheat code #3:Hacking text updatesFacebook Success • 7 Cheat Codes for Nonprofits
    25. 25. Comment rates on questions are more than double commentson non-question updates!Facebook Success • 7 Cheat Codes for NonprofitsCheat code #3: Hacking text updates
    26. 26. Facebook Success • 7 Cheat Codes for NonprofitsCheat code #3: Hacking text updates
    27. 27. Facebook Success • 7 Cheat Codes for NonprofitsCheat code #3: Hacking text updatesClosed questionsClosed questions
    28. 28. Facebook Success • 7 Cheat Codes for NonprofitsCheat code #3: Hacking text updatesClosed questions take advantageof the brain’s built-in autocomplete feature.Closed questions take advantageof the brain’s built-in autocomplete feature.
    29. 29. Facebook Success • 7 Cheat Codes for NonprofitsCheat code #3: Hacking text updatesFive ways to ask effective questions on Facebook:1)Be super specificBe superrelevantAsk preference questionsAskmultiple choice questionsAsk “yes”or “no” questionsFill in theblank_____.Five ways to ask effective questions on Facebook:1)Be super specificBe superrelevantAsk preference questionsAskmultiple choice questionsAsk “yes”or “no” questionsFill in theblank_____.
    30. 30. Facebook Success • 7 Cheat Codes for NonprofitsCheat code #3: Hacking text updates
    31. 31. Cheat code #4:Hacking promoted postsCheat code #4:Hacking promoted postsFacebook Success • 7 Cheat Codes for Nonprofits
    32. 32. Only Promote AwesomeRemember, with promoted posts, you’re onlypaying for reach.If you publish content that people can’t helpbut talk about, it means that your ad dollarswill go further for each promoted post.11Facebook Success • 7 Cheat Codes for NonprofitsCheat code #4: Hacking promoted posts
    33. 33. Only Promote AwesomeRemember, with promoted posts, you’re onlypaying for reach.If you publish content that people can’t helpbut talk about, it means that your ad dollarswill go further for each promoted post.11Facebook Success • 7 Cheat Codes for NonprofitsCheat code #4: Hacking promoted posts
    34. 34. Only Promote AwesomeRemember, with promoted posts, you’re onlypaying for reach.If you publish content that people can’t helpbut talk about, it means that your ad dollarswill go further for each promoted post.11Virality essentiallymeasures contentqualityVirality essentiallymeasures contentqualityFacebook Success • 7 Cheat Codes for NonprofitsCheat code #4: Hacking promoted posts
    35. 35. Know Thy PlanJust because an update goes wildly viral,doesn’t mean you should spend money topromote it.Ask yourself if promoting the post makessense in terms of your goals and branding.22Cheat code #4: Hacking promoted posts
    36. 36. Promote only to fansYou increase the likelyhood of negative commentsby promoting to friends of fans. Consider deletingthis ad in the campaign.33https://www.facebook.com/ads/manage/campaigns/Cheat code #4: Hacking promoted posts
    37. 37. Promote only to fansYou increase the likelyhood of negative commentsby promoting to friends of fans. Consider deletingthis ad in the campaign.33https://www.facebook.com/ads/manage/campaigns/Cheat code #4: Hacking promoted posts
    38. 38. Cheat code #5:Hacking adsCheat code #5:Hacking adsFacebook Success • 7 Cheat Codes for Nonprofits
    39. 39. Cheat code #5: Hacking adsFacebook Success • 7 Cheat Codes for NonprofitsTarget your communityTarget your communityPoach other pagesPoach other pages
    40. 40. Cheat code #5: Hacking adsFacebook Success • 7 Cheat Codes for NonprofitsTarget your communityTarget your community
    41. 41. Cheat code #5: Hacking adsFacebook Success • 7 Cheat Codes for NonprofitsTarget your communityTarget your communityhttp://youtu.be/aBZLoLAQ4nY
    42. 42. Cheat code #6:Hacking fundraisingCheat code #6:Hacking fundraisingFacebook Success • 7 Cheat Codes for Nonprofits
    43. 43. Facebook Success • 7 Cheat Codes for NonprofitsCheat code #6: Hacking fundraising
    44. 44. ..?Facebook Success • 7 Cheat Codes for NonprofitsCheat code #6: Hacking fundraising
    45. 45. A Handshake is not the besttool to collect moneyFacebook Success • 7 Cheat Codes for NonprofitsCheat code #6: Hacking fundraising
    46. 46. Facebook Success • 7 Cheat Codes for NonprofitsFacebook is relational, nottransactionalCheat code #6: Hacking fundraising
    47. 47. Become aware of your cause when friends talk about your PageFacebook Success • 7 Cheat Codes for NonprofitsCheat code #6: Hacking fundraising
    48. 48. Become aware of your cause when friends talk about your PageLike, comment on, and share your updatesFacebook Success • 7 Cheat Codes for NonprofitsCheat code #6: Hacking fundraising
    49. 49. Become aware of your cause when friends talk about your PageLike, comment on, and share your updatesContinue engaging and like your PageFacebook Success • 7 Cheat Codes for NonprofitsCheat code #6: Hacking fundraising
    50. 50. Become aware of your cause when friends talk about your PageLike, comment on, and share your updatesContinue engaging and like your PageThis is where viralreach is createdFacebook Success • 7 Cheat Codes for NonprofitsCheat code #6: Hacking fundraising
    51. 51. 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 e-mail listThis is where viralreach is createdFacebook Success • 7 Cheat Codes for NonprofitsCheat code #6: Hacking fundraising
    52. 52. 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 e-mail listThis is where viralreach is createdFacebook Success • 7 Cheat Codes for NonprofitsE-mail acquisition!E-mail acquisition!Cheat code #6: Hacking fundraising
    53. 53. Become aware of your cause when friends talk about your PageLike, comment on, and share your updatesContinue engaging and like your PageThis is where viralreach is createdDonate for the first time via e-mailFacebook Success • 7 Cheat Codes for NonprofitsAdvocate and/or join your e-mail listCheat code #6: Hacking fundraising
    54. 54. Become aware of your cause when friends talk about your PageLike, comment on, and share your updatesContinue engaging and like your PageThis is where viralreach is createdShare their donation onFacebookDonate for the first time via e-mailFacebook Success • 7 Cheat Codes for NonprofitsAdvocate and/or join your e-mail listCheat code #6: Hacking fundraising
    55. 55. Become aware of your cause when friends talk about your PageLike, comment on, and share your updatesContinue engaging and like your PageThis is where viralreach is createdShare their donation onFacebookDonate for the first time via e-mailFacebook Success • 7 Cheat Codes for NonprofitsAdvocate and/or join your e-mail listCheat code #6: Hacking fundraising
    56. 56. Become aware of your cause when friends talk about your PageLike, comment on, and share your updatesContinue engaging and like your PageTrust andaffinityThis is where viralreach is createdShare their donation onFacebookFacebook Success • 7 Cheat Codes for NonprofitsDonate for the first time via e-mailAdvocate and/or join your e-mail listCheat code #6: Hacking fundraising
    57. 57. E-mail acquisition andadvocacy are a betterway to find new donorson FacebookE-mail acquisition andadvocacy are a betterway to find new donorson FacebookFacebook Success • 7 Cheat Codes for NonprofitsCheat code #6: Hacking fundraising
    58. 58. Free webinar:Seven Powerful Ways to BuildYour E-mail List With FacebookSign up here:http://zmb.me/FBEMAILWBFree webinar:Seven Powerful Ways to BuildYour E-mail List With FacebookSign up here:http://zmb.me/FBEMAILWBFacebook Success • 7 Cheat Codes for NonprofitsCheat code #6: Hacking fundraising
    59. 59. Cheat code #7:Hacking analyticsCheat code #7:Hacking analyticsFacebook Success • 7 Cheat Codes for Nonprofits
    60. 60. Facebook Success • 7 Cheat Codes for NonprofitsCheat code #7: Hacking analyticsThe most essential metricThe most essential metric
    61. 61. Facebook Success • 7 Cheat Codes for NonprofitsThe game changed. Do you know the rules?12 ways people “talk about you” with their Facebookfriends:1)Like a post from your Page2)Comment on a post from your Page3)Share a post from your Page4)Answer a Question5)Mention your Page in an update6)Tag your Page in a photo7)Tag their friends in a photo you post8)Like your Page9)Post an update on your Page10)RSVP to an event on your Page11)Check into your Facebook Place12)Writing a recommendation about your Page12 ways people “talk about you” with their Facebookfriends:1)Like a post from your Page2)Comment on a post from your Page3)Share a post from your Page4)Answer a Question5)Mention your Page in an update6)Tag your Page in a photo7)Tag their friends in a photo you post8)Like your Page9)Post an update on your Page10)RSVP to an event on your Page11)Check into your Facebook Place12)Writing a recommendation about your PageThe most essential metricThe most essential metric
    62. 62. Facebook Success • 7 Cheat Codes for NonprofitsCheat code #7: Hacking analytics
    63. 63. Virality essentially measures content qualityVirality essentially measures content qualityFacebook Success • 7 Cheat Codes for NonprofitsCheat code #7: Hacking analytics
    64. 64. Facebook Success • 7 Cheat Codes for Nonprofits#Bonus: Create an interest list of awesome Pages
    65. 65. Facebook Success • 7 Cheat Codes for Nonprofits#Bonus: Follow this Pinterest Boardhttp://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/
    66. 66. Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MAInstructor at Marketing Profs University, SocialMediaFundraisingClub.com 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, Concord Conservatory.Facebook Success • 7 Cheat Codes for NonprofitsAbout John

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