Facebook success: 7 Cheat Codes for Nonprofits
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Facebook success: 7 Cheat Codes for Nonprofits

  • 5,821 views
Uploaded on

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

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

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
5,821
On Slideshare
5,520
From Embeds
301
Number of Embeds
6

Actions

Shares
Downloads
23
Comments
1
Likes
7

Embeds 301

https://twitter.com 225
http://tweets.johnhaydon.com 67
http://news.google.com 4
http://pinterest.com 3
https://web.tweetdeck.com 1
http://www.pinterest.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Facebook Success • 7 Cheat Codes for Nonprofits
  • 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. 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. 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. The game changed. Do you know the rules? Facebook Success • 7 Cheat Codes for Nonprofits
  • 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. Facebook Success • 7 Cheat Codes for Nonprofits Word of mouth is the best persuasion.
  • 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. Facebook Success • 7 Cheat Codes for Nonprofits Your customers’ friends are your competition.
  • 10. Facebook Success • 7 Cheat Codes for Nonprofits Who’s this cranky looking dude?
  • 11. Facebook Success • 7 Cheat Codes for Nonprofits Who’s this cranky looking dude? Edgerank!
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. Cheat code #1: Fruit on the ground Facebook Success • 7 Cheat Codes for Nonprofits
  • 22. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #1: Fruit on the ground
  • 23. Cheat code #2: Hacking photos Facebook Success • 7 Cheat Codes for Nonprofits
  • 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. 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. Images also capture more phyical space in the newsfeed. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  • 27. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  • 28. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  • 29. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  • 30. Cheat code #3: Hacking text updates Facebook Success • 7 Cheat Codes for Nonprofits
  • 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. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates
  • 33. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates Closed questions
  • 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. 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. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates
  • 37. Cheat code #4: Hacking promoted posts Facebook Success • 7 Cheat Codes for Nonprofits
  • 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. 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. 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. 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. 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. Cheat code #5: Hacking ads Facebook Success • 7 Cheat Codes for Nonprofits
  • 44. Cheat code #5: Hacking ads Facebook Success • 7 Cheat Codes for Nonprofits Target your communityPoach other pages
  • 45. Cheat code #5: Hacking ads Facebook Success • 7 Cheat Codes for Nonprofits Target your community
  • 46. Cheat code #5: Hacking ads Facebook Success • 7 Cheat Codes for Nonprofits Target your community http://youtu.be/aBZLoLAQ4nY
  • 47. Cheat code #6: Hacking fundraising Facebook Success • 7 Cheat Codes for Nonprofits
  • 48. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 49. . . ? Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 50. A Handshake is not the best tool to collect money Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 51. Facebook Success • 7 Cheat Codes for Nonprofits Facebook is relational, not transactional Cheat code #6: Hacking fundraising
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Cheat code #7: Hacking analytics Facebook Success • 7 Cheat Codes for Nonprofits
  • 65. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #7: Hacking analytics The most essential metric
  • 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. Engagement rate essentially measures content quality Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #7: Hacking analytics
  • 68. Facebook Success • 7 Cheat Codes for Nonprofits #Bonus: Create an interest list of awesome Pages
  • 69. Facebook Success • 7 Cheat Codes for Nonprofits #Bonus: Follow this Pinterest Board http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/
  • 70. How to get more Subscribe to my blog Like the Nonprofit Facebook Page
  • 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