Facebook strategies for world domination
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Facebook strategies for world domination

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A presentation I gave at Simmons College for the Boston Higher Ed Forum

A presentation I gave at Simmons College for the Boston Higher Ed Forum

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Facebook strategies for world domination Facebook strategies for world domination Presentation Transcript

  • Facebook Strategies for World Domination
  • Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MAInstructor at Marketing Profs University 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,Facebook Strategies for World Domination
  • • Creating an effective Facebook marketing plan• Let your nodes do the talking• What the heck is Edgerank?• Configuring your Page for engagement• When should I post content?• How to use photos and text updates to spark engagement?• Yeah, but can you raise money?• How to use Facebook ads to target donorsWhat we’ll be talking about today:Facebook Strategies for World Domination
  • brandYour brand is the essential feeling peopleget from their interactions with you.Creating an effective Facebook marketing planFacebook Strategies for World Domination
  • AudienceYour Audience is the various differentpeople you reach (or are trying to reach).brandCreating an effective Facebook marketing planFacebook Strategies for World Domination
  • Messagebrand AudienceYour Message is the two-way discussionyou have with your audience.Creating an effective Facebook marketing planFacebook Strategies for World Domination
  • MessageBrand AudienceCreating an effective Facebook marketing planFacebook Strategies for World Domination
  • http://zmb.me/FBMarketingWorkbookFree workbook for creating a Facebook Marketing plan:Facebook Strategies for World Domination
  • Let your people do the talkingFacebook Strategies for World Domination
  • Let your people do the talking70% of us trust brand recommendations fromfriends, but only 10% of trust ads from brands.- Forrester ResearchFacebook Strategies for World Domination
  • #1: Start withpeople in yourdatabase!Your CommunitySubscribersDonorsVolunteersLet your nodes do the talkingFacebook Strategies for World Domination
  • Your NetworkYour community’sfamily, friends andacquaintances#2: Createcontent theywant to sharewith theirfriends!Let your nodes do the talkingFacebook Strategies for World Domination
  • What the heck is Edgerank?Facebook Strategies for World Domination
  • Edgerank is an algorithm that determineswhether a specific Page story will appearin the Newfeed of a specific fan.It ranks yourcontent, not yourFacebook Page.What the heck is Edgerank?Facebook Strategies for World Domination
  • Three factors that determine Edgerank:(1)Relationship between user and story(2)How people talk about that story(3)How recently the story was publishedWhat the heck is Edgerank?Facebook Strategies for World Domination
  • You win in the Newsfeed when:(1) People increasingly talk about your content(2) You skirt Edgerank with other channels(3) You publish content your community loves(4) You use Promoted Posts wisely(5) You invest time into replying to commentersWhat the heck is Edgerank?Facebook Strategies for World Domination
  • Let the love in!Configuring your Page for maximum engagementFacebook Strategies for World Domination
  • (1)Posting ability - Allowing users to post increases exposure foryour org through virality.(2)Post visibility – If your org has a thriving community ofcustomers, displaying this section on your Page will help amplifyyour communitys voice on your Facebook Page simplybecause what they post on your Page will have more visibility.(3)Tagging Ability – This creates viral exposure when people tagtheir friends(4)Replies - This helps deepen discussions within commentsConfiguring your Page for maximum engagementFacebook Strategies for World Domination
  • Configuring your Page for maximum engagementFacebook Strategies for World Domination
  • When to post contentFacebook Strategies for World Domination
  • HubSpot found that8pm is best forcomments and likes,6pm for sharesWhen to post contentFacebook Strategies for World Domination
  • Confirm this withyour Page Insights!When to post contentFacebook Strategies for World Domination
  • Confirm this withyour Page Insights!When to post contentFacebook Strategies for World Domination
  • When to post contentFacebook Strategies for World Domination
  • You can also use PostPlanner which has additional scheduling features.When to post contentFacebook Strategies for World Domination
  • Posting photosFacebook Strategies for World Domination
  • Images speakdirectly with theLimbic system, theseat of emotionand action.Facebook Strategies for World DominationPosting photos
  • Facebook Strategies for World DominationPosting photosTop emotions behind sharing:AngerAweAnxietyImages speakdirectly with theLimbic system, theseat of emotionand action.
  • Posting photosFacebook Strategies for World Domination
  • Images alsocapture morephyical space inthe newsfeedPosting photosFacebook Strategies for World Domination
  • Only post photos with a story!Posting photosFacebook Strategies for World Domination
  • Only post photos with a story!Posting photosFacebook Strategies for World Domination
  • Tap emotionsPosting photosFacebook Strategies for World Domination
  • Drive more traffic with photosPosting photosFacebook Strategies for World Domination
  • Post images on Pinterest that link backto your Facebook photosCreate more exposure foryour top photosPosting photosFacebook Strategies for World Domination
  • Posting text updatesFacebook Strategies for World Domination
  • Comment rates on questions are more than double commentson non-question updates!Posting text updatesFacebook Strategies for World Domination
  • Posting text updates Ask closed questionsFacebook Strategies for World Domination
  • •Specificity wins!•Relevance wins!•Preference questions•Choice questions•“Yes” or “No”•Fill in the blank_____.Posting text updates Ask closed questionsFacebook Strategies for World Domination
  • Posting text updates Ask closed questionsFacebook Strategies for World Domination
  • But can you actually raise money?Facebook Strategies for World Domination
  • ..?But can you actually raise money?Facebook Strategies for World Domination
  • First some numbers...A Handshake is not thebest toolto collectmoneyBut can you actually raise money?Facebook Strategies for World Domination
  • First some numbers...Facebook is relational,not transactionalBut can you actually raise money?Facebook Strategies for World Domination
  • First some numbers...Facebook is about long-termrelationships with supportsBut can you actually raise money?Facebook Strategies for World Domination
  • 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 email listTrust andaffinityThis is whereviral reach iscreatedShare their donationon FacebookDonate for the first time via emailFacebook Strategies for World Domination
  • First some numbers...Email acquisition andadvocacy are the bestways to find newdonors on FacebookBut can you actually raise money?Facebook Strategies for World Domination
  • Target donor segments with Facebook adsFacebook Strategies for World Domination
  • A relatively new Facebook ad feature allows you to:➡Reach lapsed donors.➡Push unique post content based on donor levels.➡Target donor segments with project-specific content.➡Target Facebook users who are similar to your specific segments➡Get your core supporters amped up with action-based messaging.Target donor segments with Facebook adsFacebook Strategies for World Domination
  • http://zmb.me/TargetDonorsFacebookVideo Tutorial:Target donor segments with Facebook adsFacebook Strategies for World Domination
  • http://zmb.me/TargetDonorsFacebookVideo Tutorial:Target donor segments with Facebook adsFacebook Strategies for World Domination
  • Free webinar:Seven Powerful Waysto Build Your EmailList With FacebookSign up here:http://zmb.me/FBEMAILWBFacebook Strategies for World Domination