How UNICEF Mozambique reached 1million people with 1 post, with just 40k followers

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  • For more information contact Claudio Fauvrelle at cfauvrelle@unicef.org
  • 1 – Source: ITU
  • 1 – Source: ITU
  • 1 – Source: ITU
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  • 1 – Source: John Haydon - Inbound Zombie
  • How UNICEF Mozambique reached 1million people with 1 post, with just 40k followers

    1. 1. How we reach 1m people with 1 post by UNICEF Mozambique
    2. 2. Step 1 – learn about your followers Head over to your Facebook Page Insights, Click “Posts” and then “Export”
    3. 3. Step 1 – learn about your followers Set the “DATA RANGE” for last 180 days, Set the “DATA TYPE” to Post level data, click “Download”
    4. 4. Step 1 – learn about your followers Open the Excel file, and lets study your top 5 posts. Choose the “Sort & Filter” option, and select “Custom Sort”, Set the Column option to “Lifetime Post Total Reach” and the Order to “Largest to Smallest”
    5. 5. Step 1 – learn about your followers You will now have the top posts on top by “total reach”, you should also analyze the top 5 by “Total Engaged Users” (Column P), and the “Lifetime Post reach by people who like your Page” (Column X), they usual are the same. On the second column from the left “Permalink” copy that link of the top 5 to your browser and lets analyze what your followers liked.
    6. 6. Step 1 – learn about your followers Study the trends: Length of text, Type of language, and Most important the photo type and time you posted. We found that embedding the text and highlighting the action you want them to take was on all of our top posts, also saw that high contrast photo and short text (<500chars) and Portuguese was a common trend on them.
    7. 7. Step 2 – research online, follow key blogs Besides your own trends and followers, you should aim to learn about the online social media community who provide free reports on a weekly basis: So join and read Socialbakers.com, blog.hubspot.com, Allfacebook.com, socialmediaexaminer.com, etc. We learned from them how our brain process information on a photo 60,000 times faster than simple text, and that emebedding the action on the photo results in 5x more shares (we value shares more, followed by comments, and at last likes)…
    8. 8. Step 3 – combined research and your followers Combining the two pieces of information, and start crafting that killer post. We already have 3 posts that surpassed 500,000 people reached. And we only have 40,000 followers. And last month we got our first 1million with 1post.
    9. 9. Facebook: final thoughts Facebook is all about learning, testing, and understanding your community. Its not about It’s all about: Your page Your community/followers Your community/followers Your page
    10. 10. For more information, please contact Claudio Fauvrelle cfauvrelle@unicef.org United Nations Children’s Fund 1440, Zimbabwe Avenue P.O.Box 4713 Maputo – Mozambique Tel: +258-21 481 100 Fax: +258-21 491 679 www.unicef.org.mz © United Nations Children’s Fund July 2014

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