Facebook best practices for nonprofits

FACEBOOK BEST PRACTICES FOR NONPROFITS Compass Point @jfoutsWednesday, October 19, 2011 1

WHAT ARE YOUR GOALS? Increased donations Volunteerism Community outreach Email signup Brand awareness @jfoutsWednesday, October 19, 2011 2

Wednesday, October 19, 2011 3

YOUR PLAN • Resources • Content frequency • Fan focus/content • Tools/apps • Facebook Connect • Ads @jfoutsWednesday, October 19, 2011 4

ENGAGEMENT STRATEGY • Open Graph • Post as page • Create shareable content • Contests • Shop @jfoutsWednesday, October 19, 2011 5

DESIGN simple shareable focusedWednesday, October 19, 2011 10

DON’T REINVENT THE WHEEL Votigo @jfoutsWednesday, October 19, 2011 15

DON’T REINVENT THE WHEEL Personalization @jfoutsWednesday, October 19, 2011 16

What if nobody comes? @jfoutsWednesday, October 19, 2011 18

COMSCORE • Users 40-150% rely on • 30% revisit a page they newsfeed have fanned • 3.5% of users active on a • 9.6% revisit a conversation page • 2/3 of posts have activityWednesday, October 19, 2011 19

EDGERANK • Every object is scored • Use photos and videos • No engagement = 0 • Open Graph on websites visibility • Create afﬁnity • EdgeRankChecker.com • Ask for the shareWednesday, October 19, 2011 20

UP YOUR EDGERANK • Be direct • Choose images for POP • Don’t use jargon • Usereal interests for keywords • Be personal • Narrow demographics • Show your passion • Create multiple ads (A&B • ASK for the like test) • Promo codes • Focus on performance @jfoutsWednesday, October 19, 2011 21

CM PHOTOGRAPHICS @jfoutsWednesday, October 19, 2011 22

DEMOGRAPHIC TARGETING • 24-30 yr old women whose status = “engaged” • $600 ad investment • $40,000 direct revenue • 19,610 fans @jfoutsWednesday, October 19, 2011 23

SOCIAL ADS • 85% more effective • Leverage friends’ likes • Users proﬁle image • Especially good for events @jfoutsWednesday, October 19, 2011 24

EARNED MEDIA 800,000 users shown 125 ads by 75 brands @jfoutsWednesday, October 19, 2011 25

THE LESSON? • Paidmedia is a catalyst-follow through with valuable content • Don’t re-invent the wheel • Be real, be human • It’s all about what the user wants @jfoutsWednesday, October 19, 2011 26

MEASUREMENT Website Referral tracking, clickthroughs, comments on website Analytics Conversation Listen and respond to user discussions on the page Monitoring Facebook Number of fans, engagement, comments, views of video and photos Insights Word of Ask your volunteers, donors, recipients what they think! MouthWednesday, October 19, 2011 27

QUESTIONS? Janet@JanetFouts.com SocialMediaCoachingCenter.com Twitter- @Jfouts Linkedin - JanetFouts 408.216.7423Wednesday, October 19, 2011 28

http://www.bethkanter.org	2029
http://storify.com	192
http://socialmedia-strategy.wikispaces.com	127
http://feeds.feedburner.com	36
http://www.memberclicks.com	25
http://www.new.memberclicks.com	25
http://paper.li	9
http://www.twylah.com	4
http://memberclicks.com	4
http://www.hanrss.com	2
http://www.newsblur.com	2
http://blog.memberclicks.com	2
https://wmc.surewest.net	1
http://translate.googleusercontent.com	1

Facebook best practices for nonprofits

by Janet Fouts

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