Facebook success: 7 Cheat Codes for Nonprofits

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Presented at Boston Social Media for Nonprofits, and a few other events.

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Facebook success: 7 Cheat Codes for Nonprofits

  1. 1. Facebook Success • 7 Cheat Codes for Nonprofits
  2. 2. Facebook Success • 7 Cheat Codes for Nonprofits CHEAT CODES: Employed when a video game player uses non-standard methods for creating an advantage beyond normal gameplay.
  3. 3. Facebook Success • 7 Cheat Codes for Nonprofits What we’re going to discuss AGENDA • Primer: The game changed. Do you know the rules? • Cheat code #1: Fruit on the ground • Cheat code #2: Hacking photos • Cheat code #3: Hacking text updates • Cheat code #4: Hacking promoted posts • Cheat code #5: Hacking ads • Cheat code #6: Hacking fundraising • Cheat code #7: Hacking analytics
  4. 4. RISK-REWARD CHALLENGE: Post this update on your Page for a chance to win a free copy of Facebook Marketing for Dummies: “POLL QUESTION: How could we be more useful on Facebook? A ) Publish more content that’s useful and relevant to YOU B ) Publish news items about the organization C ) Be more responsive to your questions” Facebook Success • 7 Cheat Codes for Nonprofits You don’t learn if you don’t do.
  5. 5. The game changed. Do you know the rules? Facebook Success • 7 Cheat Codes for Nonprofits
  6. 6. 70% of us trust brand recommendations from friends, but only 10% trust messages from those same brands.- Forrester Research Facebook Success • 7 Cheat Codes for Nonprofits Word of mouth is the best persuasion.
  7. 7. Facebook Success • 7 Cheat Codes for Nonprofits Word of mouth is the best persuasion.
  8. 8. Facebook Success • 7 Cheat Codes for Nonprofits The secret to Facebook is getting your customers to talk about you (your service, products, cause). It’s not you talking about your business. Word of mouth is the best persuasion.
  9. 9. Facebook Success • 7 Cheat Codes for Nonprofits Your customers’ friends are your competition.
  10. 10. Facebook Success • 7 Cheat Codes for Nonprofits Who’s this cranky looking dude?
  11. 11. Facebook Success • 7 Cheat Codes for Nonprofits Who’s this cranky looking dude? Edgerank!
  12. 12. Facebook Success • 7 Cheat Codes for Nonprofits Facebook’s algorithm determines whether a specific update will appear in the Newsfeed of a specific fan, or not. What is the News Feed Algorithm, and why should I care?
  13. 13. Facebook’s algorithm determines whether a specific Page story will appear in the Newfeed of a specific fan. (It ranks your content, not your Facebook Page) Facebook Success • 7 Cheat Codes for Nonprofits What is the News Feed Algorithm, and why should I care?
  14. 14. Four factors that determine whether your fan sees your Page update: Relationship between fan and update Facebook Success • 7 Cheat Codes for Nonprofits What is the News Feed Algorithm, and why should I care?
  15. 15. Four factors that determine whether your fan sees your Page update: Relationship between fan and update How fans talk about that update (likes, comments, shares) Facebook Success • 7 Cheat Codes for Nonprofits What is the News Feed Algorithm, and why should I care?
  16. 16. Four factors that determine whether your fan sees your Page update: Relationship between fan and update How fans talk about that update (likes, comments, shares) How recently the update was published Facebook Success • 7 Cheat Codes for Nonprofits What is the News Feed Algorithm, and why should I care?
  17. 17. Four factors that determine whether your fan sees your Page update: Relationship between fan and update How fans talk about that update (likes, comments, shares) How recently the update was published How many negative comments the update received Facebook Success • 7 Cheat Codes for Nonprofits What is the News Feed Algorithm, and why should I care?
  18. 18. The game changed. Do you know the rules? Facebook Success • 7 Cheat Codes for Nonprofits We want to be better at Facebooking. Where do we start?
  19. 19. Facebook Success • 7 Cheat Codes for Nonprofits #1: Start with people in your database! Your Community Subscribers Donors Volunteers Customers The game changed. Do you know the rules?
  20. 20. Facebook Success • 7 Cheat Codes for Nonprofits Your Network Your community’s family, friends and acquaintances #2: Create content they want to share with their friends! The game changed. Do you know the rules?
  21. 21. Cheat code #1: Fruit on the ground Facebook Success • 7 Cheat Codes for Nonprofits
  22. 22. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #1: Fruit on the ground
  23. 23. Cheat code #2: Hacking photos Facebook Success • 7 Cheat Codes for Nonprofits
  24. 24. Images speak directly with the Limbic system, the seat of emotion and action. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  25. 25. Top emotions behind sharing: Anger Awe Anxiety Images speak directly with the Limbic system, the seat of emotion and action. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  26. 26. Images also capture more phyical space in the newsfeed. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  27. 27. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  28. 28. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  29. 29. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  30. 30. Cheat code #3: Hacking text updates Facebook Success • 7 Cheat Codes for Nonprofits
  31. 31. Comment rates on questions are more than double comments on non-question updates! Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates
  32. 32. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates
  33. 33. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates Closed questions
  34. 34. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates Closed questions take advantage of the brain’s built-in auto complete feature.
  35. 35. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates Five ways to ask effective questions on Facebook: 1)Be super specific 2)Be super relevant 3)Ask preference questions 4)Ask multiple choice questions 5)Ask “yes” or “no” questionsFill in the blank_____.
  36. 36. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates
  37. 37. Cheat code #4: Hacking promoted posts Facebook Success • 7 Cheat Codes for Nonprofits
  38. 38. Only Promote Awesome Remember, with promoted posts, you’re only paying for reach. If you publish content that people can’t help but talk about, it means that your ad dollars will go further for each promoted post. 1 Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #4: Hacking promoted posts
  39. 39. Only Promote Awesome Remember, with promoted posts, you’re only paying for reach. If you publish content that people can’t help but talk about, it means that your ad dollars will go further for each promoted post. 1 Engagement rate essentially measures content quality Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #4: Hacking promoted posts
  40. 40. Know Thy Plan Just because an update goes wildly viral, doesn’t mean you should spend money to promote it. Ask yourself if promoting the post makes sense in terms of your goals and branding. 2 Cheat code #4: Hacking promoted posts
  41. 41. Promote only to fans You increase the likelyhood of negative comments by promoting to friends of fans. Consider deleting this ad in the campaign. 3 https://www.facebook.com/ads/manage/campaigns/ Cheat code #4: Hacking promoted posts
  42. 42. Promote only to fans You increase the likelyhood of negative comments by promoting to friends of fans. Consider deleting this ad in the campaign. 3 https://www.facebook.com/ads/manage/campaigns/ Cheat code #4: Hacking promoted posts
  43. 43. Cheat code #5: Hacking ads Facebook Success • 7 Cheat Codes for Nonprofits
  44. 44. Cheat code #5: Hacking ads Facebook Success • 7 Cheat Codes for Nonprofits Target your communityPoach other pages
  45. 45. Cheat code #5: Hacking ads Facebook Success • 7 Cheat Codes for Nonprofits Target your community
  46. 46. Cheat code #5: Hacking ads Facebook Success • 7 Cheat Codes for Nonprofits Target your community http://youtu.be/aBZLoLAQ4nY
  47. 47. Cheat code #6: Hacking fundraising Facebook Success • 7 Cheat Codes for Nonprofits
  48. 48. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  49. 49. . . ? Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  50. 50. A Handshake is not the best tool to collect money Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  51. 51. Facebook Success • 7 Cheat Codes for Nonprofits Facebook is relational, not transactional Cheat code #6: Hacking fundraising
  52. 52. Become aware of your cause when friends talk about your Page Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  53. 53. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  54. 54. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Continue engaging and like your Page Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  55. 55. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Continue engaging and like your Page This is where viral reach is created Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  56. 56. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Continue engaging and like your Page Advocate and/or join your e-mail list This is where viral reach is created Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  57. 57. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Continue engaging and like your Page Advocate and/or join your e-mail list This is where viral reach is created Facebook Success • 7 Cheat Codes for Nonprofits E-mail acquisition! Cheat code #6: Hacking fundraising
  58. 58. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Continue engaging and like your Page This is where viral reach is created Donate for the first time via e-mail Facebook Success • 7 Cheat Codes for Nonprofits Advocate and/or join your e-mail list Cheat code #6: Hacking fundraising
  59. 59. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Continue engaging and like your Page This is where viral reach is created Share their donation on Facebook Donate for the first time via e-mail Facebook Success • 7 Cheat Codes for Nonprofits Advocate and/or join your e-mail list Cheat code #6: Hacking fundraising
  60. 60. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Continue engaging and like your Page This is where viral reach is created Share their donation on Facebook Donate for the first time via e-mail Facebook Success • 7 Cheat Codes for Nonprofits Advocate and/or join your e-mail list Cheat code #6: Hacking fundraising
  61. 61. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Continue engaging and like your Page Trust and affinity This is where viral reach is created Share their donation on Facebook Facebook Success • 7 Cheat Codes for Nonprofits Donate for the first time via e-mail Advocate and/or join your e-mail list Cheat code #6: Hacking fundraising
  62. 62. E-mail acquisition and advocacy are a better way to find new donors on Facebook Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  63. 63. Free webinar: Seven Powerful Ways to Build Your E-mail List With Facebook Sign up here: http://zmb.me/FBEMAILWB Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  64. 64. Cheat code #7: Hacking analytics Facebook Success • 7 Cheat Codes for Nonprofits
  65. 65. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #7: Hacking analytics The most essential metric
  66. 66. Facebook Success • 7 Cheat Codes for Nonprofits The game changed. Do you know the rules? 12 ways people “talk about you” with their Facebook friends: 1)Like a post from your Page 2)Comment on a post from your Page 3)Share a post from your Page 4)Answer a Question 5)Mention your Page in an update 6)Tag your Page in a photo 7)Tag their friends in a photo you post 8)Like your Page 9)Post an update on your Page 10)RSVP to an event on your Page 11)Check into your Facebook Place 12)Writing a recommendation about your Page The most essential metric
  67. 67. Engagement rate essentially measures content quality Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #7: Hacking analytics
  68. 68. Facebook Success • 7 Cheat Codes for Nonprofits #Bonus: Create an interest list of awesome Pages
  69. 69. Facebook Success • 7 Cheat Codes for Nonprofits #Bonus: Follow this Pinterest Board http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/
  70. 70. How to get more Subscribe to my blog Like the Nonprofit Facebook Page
  71. 71. Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA Instructor at Marketing Profs University, SocialMediaFundraisingClub.com and Charityhowto.com Speaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud’s BBCon, New Media Expo, TechSoup, GrantSpace, Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood. Author: Facebook Marketing for Dummies, 3rd and 4th Editions Clients 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 Wildlife Federation, Razoo, Concord Conservatory. Facebook Success • 7 Cheat Codes for Nonprofits About John

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