Facebook best practices for nonprofits

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presentation as part of the compass point conference "Effective Social Media Strategy and Powerful Tactics for Networked Nonprofits"

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Facebook best practices for nonprofits

  1. 1. FACEBOOK BEST PRACTICES FOR NONPROFITS Compass Point @jfoutsWednesday, October 19, 2011 1
  2. 2. WHAT ARE YOUR GOALS? Increased donations Volunteerism Community outreach Email signup Brand awareness @jfoutsWednesday, October 19, 2011 2
  3. 3. Wednesday, October 19, 2011 3
  4. 4. YOUR PLAN • Resources • Content frequency • Fan focus/content • Tools/apps • Facebook Connect • Ads @jfoutsWednesday, October 19, 2011 4
  5. 5. ENGAGEMENT STRATEGY • Open Graph • Post as page • Create shareable content • Contests • Shop @jfoutsWednesday, October 19, 2011 5
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  10. 10. DESIGN simple shareable focusedWednesday, October 19, 2011 10
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  15. 15. DON’T REINVENT THE WHEEL Votigo @jfoutsWednesday, October 19, 2011 15
  16. 16. DON’T REINVENT THE WHEEL Personalization @jfoutsWednesday, October 19, 2011 16
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  18. 18. What if nobody comes? @jfoutsWednesday, October 19, 2011 18
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. CM PHOTOGRAPHICS @jfoutsWednesday, October 19, 2011 22
  23. 23. 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
  24. 24. SOCIAL ADS • 85% more effective • Leverage friends’ likes • Users profile image • Especially good for events @jfoutsWednesday, October 19, 2011 24
  25. 25. EARNED MEDIA 800,000 users shown 125 ads by 75 brands @jfoutsWednesday, October 19, 2011 25
  26. 26. 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
  27. 27. 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
  28. 28. QUESTIONS? Janet@JanetFouts.com SocialMediaCoachingCenter.com Twitter- @Jfouts Linkedin - JanetFouts 408.216.7423Wednesday, October 19, 2011 28

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