Top Ten Facebook Tips for Fundraisers
Upcoming SlideShare
Loading in...5
×
 

Top Ten Facebook Tips for Fundraisers

on

  • 1,244 views

Michael's Presentation to the Internal Fundraising Congress on the top 10 tips for Nonprofits using Facebook to Drive Fundraising.

Michael's Presentation to the Internal Fundraising Congress on the top 10 tips for Nonprofits using Facebook to Drive Fundraising.

Statistics

Views

Total Views
1,244
Views on SlideShare
1,206
Embed Views
38

Actions

Likes
0
Downloads
8
Comments
1

2 Embeds 38

http://www.see3.net 26
http://www.see3.com 12

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • After looking at many different campaigns over the past several months since relaunching the Pages product, we noticed a couple of trends and best practices that seem to be working well for marketers. #10 focuses on how to build connections, #9 focuses on how to think of the Pages product, and #8 - #1 focuses on how to most efficiently publish and manage your Page.
  • Engagement ads are the one of the best ways to seek out and gain more fans. They allow users to connect with your brand directly inline as they navigate throughout the site, in a way that ’ s reminiscent of the actions they ’ re already taking on Facebook. We ’ ve seen fan growth increase a significant amount during ad campaigns (the graph is an example of one client ’ s campaign), and because of the viral nature of Facebook, fan growth rates tend to remain higher than average after a campaign is finished.
  • Engagement ads are the one of the best ways to seek out and gain more fans. They allow users to connect with your brand directly inline as they navigate throughout the site, in a way that ’ s reminiscent of the actions they ’ re already taking on Facebook. We ’ ve seen fan growth increase a significant amount during ad campaigns (the graph is an example of one client ’ s campaign), and because of the viral nature of Facebook, fan growth rates tend to remain higher than average after a campaign is finished.
  • Engagement ads are the one of the best ways to seek out and gain more fans. They allow users to connect with your brand directly inline as they navigate throughout the site, in a way that ’ s reminiscent of the actions they ’ re already taking on Facebook. We ’ ve seen fan growth increase a significant amount during ad campaigns (the graph is an example of one client ’ s campaign), and because of the viral nature of Facebook, fan growth rates tend to remain higher than average after a campaign is finished.
  • The company based the app as a tab on its vitaminwater Facebook page, and as a result the page itself was one of the fastest growers for a couple weeks in September. By this point it has more than doubled from 410,000 to 981,000 today. These are fans that vitaminwater can now promote the new flavor to when it becomes available, as well as any other campaigns it does in the future.
  • The company based the app as a tab on its vitaminwater Facebook page, and as a result the page itself was one of the fastest growers for a couple weeks in September. By this point it has more than doubled from 410,000 to 981,000 today. These are fans that vitaminwater can now promote the new flavor to when it becomes available, as well as any other campaigns it does in the future.
  • The company based the app as a tab on its vitaminwater Facebook page, and as a result the page itself was one of the fastest growers for a couple weeks in September. By this point it has more than doubled from 410,000 to 981,000 today. These are fans that vitaminwater can now promote the new flavor to when it becomes available, as well as any other campaigns it does in the future.
  • After looking at many different campaigns over the past several months since relaunching the Pages product, we noticed a couple of trends and best practices that seem to be working well for marketers. #10 focuses on how to build connections, #9 focuses on how to think of the Pages product, and #8 - #1 focuses on how to most efficiently publish and manage your Page.
  • There are two main ways to think of Pages -- as a destination that users will go to, and as a source for the stories that will get published out to the home page, where people consume a lot of content about the things they care about. Although Pages can act as a destination for users to visit, the most interactions with brands happen directly from stories published to fans ’ home pages. From some preliminary data analysis, we ’ ve seen reach be exponentially higher (often 10x or more) on the home page when publishing stories versus traffic to the Page itself. It ’ s still important to build out an engaging, interesting Page for those who will end up there, but is also important think through a publishing strategy. Linking back to the Page from published posts can help get users back to the Page, too.
  • After looking at many different campaigns over the past several months since relaunching the Pages product, we noticed a couple of trends and best practices that seem to be working well for marketers. #10 focuses on how to build connections, #9 focuses on how to think of the Pages product, and #8 - #1 focuses on how to most efficiently publish and manage your Page.
  • Think about your assets and develop a publishing schedule to maximize your impact. It ’ s important to know what assets you have to publish out, and when to distribute it. We recommend you start out slow, and ramp up your posting schedule as you learn more about the audience -- what they want to hear and how often (see #2). Silence can be golden -- don ’ t post for the sake of posting... only when you have meaningful content to share with your audience.
  • Though we recommend you “ pace yourself ” in #3, we also recommend you take advantage of timely opportunities that make sense for fans. Though brands like Starbucks may have a conversational calendar, they decided to post a relevant article from the NYTimes.
  • After looking at many different campaigns over the past several months since relaunching the Pages product, we noticed a couple of trends and best practices that seem to be working well for marketers. #10 focuses on how to build connections, #9 focuses on how to think of the Pages product, and #8 - #1 focuses on how to most efficiently publish and manage your Page.
  • Weekly programs give users something to look for, like a “ Photo of the week ” program. Coke does this with Tattoo Tuesday, and Threadless does this with Threadless Thursdays.
  • There are two main ways to think of Pages -- as a destination that users will go to, and as a source for the stories that will get published out to the home page, where people consume a lot of content about the things they care about. Although Pages can act as a destination for users to visit, the most interactions with brands happen directly from stories published to fans ’ home pages. From some preliminary data analysis, we ’ ve seen reach be exponentially higher (often 10x or more) on the home page when publishing stories versus traffic to the Page itself. It ’ s still important to build out an engaging, interesting Page for those who will end up there, but is also important think through a publishing strategy. Linking back to the Page from published posts can help get users back to the Page, too.
  • There are two main ways to think of Pages -- as a destination that users will go to, and as a source for the stories that will get published out to the home page, where people consume a lot of content about the things they care about. Although Pages can act as a destination for users to visit, the most interactions with brands happen directly from stories published to fans ’ home pages. From some preliminary data analysis, we ’ ve seen reach be exponentially higher (often 10x or more) on the home page when publishing stories versus traffic to the Page itself. It ’ s still important to build out an engaging, interesting Page for those who will end up there, but is also important think through a publishing strategy. Linking back to the Page from published posts can help get users back to the Page, too.
  • There are two main ways to think of Pages -- as a destination that users will go to, and as a source for the stories that will get published out to the home page, where people consume a lot of content about the things they care about. Although Pages can act as a destination for users to visit, the most interactions with brands happen directly from stories published to fans ’ home pages. From some preliminary data analysis, we ’ ve seen reach be exponentially higher (often 10x or more) on the home page when publishing stories versus traffic to the Page itself. It ’ s still important to build out an engaging, interesting Page for those who will end up there, but is also important think through a publishing strategy. Linking back to the Page from published posts can help get users back to the Page, too.
  • After looking at many different campaigns over the past several months since relaunching the Pages product, we noticed a couple of trends and best practices that seem to be working well for marketers. #10 focuses on how to build connections, #9 focuses on how to think of the Pages product, and #8 - #1 focuses on how to most efficiently publish and manage your Page.
  • There are two main ways to think of Pages -- as a destination that users will go to, and as a source for the stories that will get published out to the home page, where people consume a lot of content about the things they care about. Although Pages can act as a destination for users to visit, the most interactions with brands happen directly from stories published to fans ’ home pages. From some preliminary data analysis, we ’ ve seen reach be exponentially higher (often 10x or more) on the home page when publishing stories versus traffic to the Page itself. It ’ s still important to build out an engaging, interesting Page for those who will end up there, but is also important think through a publishing strategy. Linking back to the Page from published posts can help get users back to the Page, too.
  • There are two main ways to think of Pages -- as a destination that users will go to, and as a source for the stories that will get published out to the home page, where people consume a lot of content about the things they care about. Although Pages can act as a destination for users to visit, the most interactions with brands happen directly from stories published to fans ’ home pages. From some preliminary data analysis, we ’ ve seen reach be exponentially higher (often 10x or more) on the home page when publishing stories versus traffic to the Page itself. It ’ s still important to build out an engaging, interesting Page for those who will end up there, but is also important think through a publishing strategy. Linking back to the Page from published posts can help get users back to the Page, too.
  • There are two main ways to think of Pages -- as a destination that users will go to, and as a source for the stories that will get published out to the home page, where people consume a lot of content about the things they care about. Although Pages can act as a destination for users to visit, the most interactions with brands happen directly from stories published to fans ’ home pages. From some preliminary data analysis, we ’ ve seen reach be exponentially higher (often 10x or more) on the home page when publishing stories versus traffic to the Page itself. It ’ s still important to build out an engaging, interesting Page for those who will end up there, but is also important think through a publishing strategy. Linking back to the Page from published posts can help get users back to the Page, too.
  • There are two main ways to think of Pages -- as a destination that users will go to, and as a source for the stories that will get published out to the home page, where people consume a lot of content about the things they care about. Although Pages can act as a destination for users to visit, the most interactions with brands happen directly from stories published to fans ’ home pages. From some preliminary data analysis, we ’ ve seen reach be exponentially higher (often 10x or more) on the home page when publishing stories versus traffic to the Page itself. It ’ s still important to build out an engaging, interesting Page for those who will end up there, but is also important think through a publishing strategy. Linking back to the Page from published posts can help get users back to the Page, too.
  • Additionally, it ’ s important to think about the default experience for users on your Facebook Page. When users navigate to their friends ’ profiles, what do they see first? The Wall, which shows the most up-to-date information by the person and about that person. On Pages, since users mostly likely don ’ t know the other people posting on their Page, we recommend the default view be posts BY the page, to show the Page ’ s voice -- it ’ ll show engagement underneath each post (comments, like), with social relevancy if a friend has commented or liked it. It ’ ll also be easier to find posts they may have seen earlier and want to interact with again.
  • Additionally, it ’ s important to think about the default experience for users on your Facebook Page. When users navigate to their friends ’ profiles, what do they see first? The Wall, which shows the most up-to-date information by the person and about that person. On Pages, since users mostly likely don ’ t know the other people posting on their Page, we recommend the default view be posts BY the page, to show the Page ’ s voice -- it ’ ll show engagement underneath each post (comments, like), with social relevancy if a friend has commented or liked it. It ’ ll also be easier to find posts they may have seen earlier and want to interact with again.
  • Additionally, it ’ s important to think about the default experience for users on your Facebook Page. When users navigate to their friends ’ profiles, what do they see first? The Wall, which shows the most up-to-date information by the person and about that person. On Pages, since users mostly likely don ’ t know the other people posting on their Page, we recommend the default view be posts BY the page, to show the Page ’ s voice -- it ’ ll show engagement underneath each post (comments, like), with social relevancy if a friend has commented or liked it. It ’ ll also be easier to find posts they may have seen earlier and want to interact with again.
  • After looking at many different campaigns over the past several months since relaunching the Pages product, we noticed a couple of trends and best practices that seem to be working well for marketers. #10 focuses on how to build connections, #9 focuses on how to think of the Pages product, and #8 - #1 focuses on how to most efficiently publish and manage your Page.
  • Users often consume content quickly on Facebook, so posts should be simple, concise, and contain value. Dove does a good job by posting a video that fans can consume directly inline, and including a call-to-action, telling users what they should do ( “ watch this video, ” or “ tell us what you think... ” ). If linking off-site, tell the user where they are going and why they should go there (in a concise way). URL-shorteners like bit.ly can also be useful to keep it simple and short.
  • One way to get fan ’ s attention is to post photos, since one of the top actions on the site is viewing and uploading photos. Photos are eye-catching when users are quickly reading their home page stream, and universal if you have a global audience that speaks other languages than the primary language of the Page.
  • One way to get fan ’ s attention is to post photos, since one of the top actions on the site is viewing and uploading photos. Photos are eye-catching when users are quickly reading their home page stream, and universal if you have a global audience that speaks other languages than the primary language of the Page.
  • After looking at many different campaigns over the past several months since relaunching the Pages product, we noticed a couple of trends and best practices that seem to be working well for marketers. #10 focuses on how to build connections, #9 focuses on how to think of the Pages product, and #8 - #1 focuses on how to most efficiently publish and manage your Page.
  • Personality is important. Having a regular voice and tone that resonates with fans can be as important as the content itself. We encourage that your posts are casual, since Facebook is a social environment. Consider using a character or figure to help users relate to your posts, similar to the Aflac Duck. Personifying a brand sometimes works well, too, like how H&M makes you feel like you ’ re interacting with the brand as if it ’ s a person.
  • After looking at many different campaigns over the past several months since relaunching the Pages product, we noticed a couple of trends and best practices that seem to be working well for marketers. #10 focuses on how to build connections, #9 focuses on how to think of the Pages product, and #8 - #1 focuses on how to most efficiently publish and manage your Page.
  • Engagement ads are the one of the best ways to seek out and gain more fans. They allow users to connect with your brand directly inline as they navigate throughout the site, in a way that ’ s reminiscent of the actions they ’ re already taking on Facebook. We ’ ve seen fan growth increase a significant amount during ad campaigns (the graph is an example of one client ’ s campaign), and because of the viral nature of Facebook, fan growth rates tend to remain higher than average after a campaign is finished.
  • After looking at many different campaigns over the past several months since relaunching the Pages product, we noticed a couple of trends and best practices that seem to be working well for marketers. #10 focuses on how to build connections, #9 focuses on how to think of the Pages product, and #8 - #1 focuses on how to most efficiently publish and manage your Page.
  • When creating custom tabs for Pages, we encourage admins to think about how to make it a custom but social experience. Using the comments widget that can be found from our developer site, you can make HTML or flash content on a tab more social. When users post a comment, it can show up on their profile for friends to see and click on.
  • When creating custom tabs for Pages, we encourage admins to think about how to make it a custom but social experience. Using the comments widget that can be found from our developer site, you can make HTML or flash content on a tab more social. When users post a comment, it can show up on their profile for friends to see and click on.
  • After looking at many different campaigns over the past several months since relaunching the Pages product, we noticed a couple of trends and best practices that seem to be working well for marketers. #10 focuses on how to build connections, #9 focuses on how to think of the Pages product, and #8 - #1 focuses on how to most efficiently publish and manage your Page.
  • Use Page Insights to understand who your fans are, where they reside, and what posts they interact with the most. This tool is accessible by all Page admins of a Page.
  • Use Page Insights to understand who your fans are, where they reside, and what posts they interact with the most. This tool is accessible by all Page admins of a Page.
  • Use Page Insights to understand who your fans are, where they reside, and what posts they interact with the most. This tool is accessible by all Page admins of a Page.
  • Brands can use publishing to drive people to make a purchase, by linking off-site or to a destination on their Facebook Page. Southwest promotes their fire sales and includes a link off-site, and Dell offers up a discount or code every day from their Dell Deals page. And remember, as people interact with this story (comments, likes, shares), it ’ s eligible to show up for their friends to see and discover, too. 1800Flowers has a store on their Facebook Page that allows users to make a purchase without leaving the Facebook environment.

Top Ten Facebook Tips for Fundraisers Top Ten Facebook Tips for Fundraisers Presentation Transcript

  • 10) Build and manage a Page
  • 10) Build and manage a Page Politicians
  • 10) Build and manage a Page Companies
  • 10) Build and manage a Page Celebrities
  • 10) Build and manage a Page
  • 10) Build and manage a Page
  • 10) Build and manage a Page
  • 9) Make your Page unique & organic
  • 9) Make it unique and organic
    • Exclusive content
    • Highlight your supporters
    • Fun facts
    • Breaking news
    • Special offers
  • 8) Be active
  • 8) Be active Pace out your posts to maximize your impact
  • 8) Be active Embrace timely opportunities to connect with and engage fans
  • 7) Be human
  • 7) Be human Coke ’ s Tattoo Tuesday
  • 7) Be human
  • 7) Be human
  • 7) Be human
    • Respond to feedback
    • Ask questions
    • Listen
    • Be honest
    • Speak like a human being, not a PR flack
  • 6) Focus on the Newsfeed
  •  
  • 6) Focus on the Newsfeed
  • 6) Focus on the Newsfeed 90%
  • 6) Focus on the Newsfeed Where people are viewing your posts
  • 6) Focus on the Newsfeed My home page Newsfeed
  •  
  • Friends ’ Home Page
  •  
  • 5) Keep it simple
  • 5) Keep it simple Make content simple and easy to understand
  • 5) Keep it simple Photos are eye-catching and universal
  • 5) Keep it simple PHOTO says a thousand words.
  • 4) Establish a consistent voice & persona
  • 4) Establish a consistent voice & persona
  • 3) Buy targeted ads
  •  
  • 3) Promote with Facebook ads
  • 2) Innovate (while keeping it simple)
  • 2) Innovate (while keeping it simple)
  • 2) Innovate (while keeping it simple)
  • 1) Analyze, adjust, and optimize
  • 1) Analyze, adjust, and optimize Insights dashboard
  •  
  • Bonus: You’re not alone
  • Your ecosystem
    • facebook.com /marketing
    • facebook.com /nonprofits
    • facebook.com /influencers
    • insidefacebook.com
    Become a fan...