How to create an epic presence on facebook for your nonprofit

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A presentation I gave at the Social Media Strategy Summit for nonprofits in Boston.

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How to create an epic presence on facebook for your nonprofit

  1. 1. How to Create an Epic Presence on Facebook for Your Non-Profit How to Create an Epic Presence on Facebook for Your Non-Profit
  2. 2. How to Create an Epic Presence on Facebook for Your Non-ProfitWhat we’ll be talking about today... • The three most important pillars of your content strategy • Three shocking facts about every Facebook Page • Edgerank defined and why you should care • What time and how often to post content • How to post links in a Page story • How to use photos to spark engagement • How to use questions to spark conversations • What about raising money?
  3. 3. How to Create an Epic Presence on Facebook for Your Non-ProfitFirst some numbers... • 970 million active users (as of September 2012) • 69% of people online in the United States use Facebook • 50% of active users log in daily • Average user is connected to 80 pages, groups and events • 250 million photos are uploaded per day • 2.7 billion likes and comments per day • 550 million users access Facebook through mobile devices • 89% of nonprofits have a Facebook Page
  4. 4. How to Create an Epic Presence on Facebook for Your Non-ProfitThree pillars of a content strategy
  5. 5. How to Create an Epic Presence on Facebook for Your Non-ProfitThree pillars of a content strategyYour brand is the essential feeling peopleget from their interactions with you.brand
  6. 6. How to Create an Epic Presence on Facebook for Your Non-ProfitThree pillars of a content strategyYour brand is the essential feeling peopleget from their interactions with you.Articulate and refine, refine and articulate!brand
  7. 7. How to Create an Epic Presence on Facebook for Your Non-ProfitThree pillars of a content strategyYour Audience is the various differentpeople you reach (or are trying to reach).brand Audience
  8. 8. How to Create an Epic Presence on Facebook for Your Non-ProfitThree pillars of a content strategyYour Audience is the various differentpeople you reach (or are trying to reach).Articulate and refine, refine and articulate!brand Audience
  9. 9. How to Create an Epic Presence on Facebook for Your Non-ProfitThree pillars of a content strategyYour Message is the two-way discussionyou have with your audience.brand Audience Message
  10. 10. How to Create an Epic Presence on Facebook for Your Non-ProfitThree pillars of a content strategyYour Message is the two-way discussionyou have with your audience.Listen, Articulate, refine, repeat.brand Audience Message
  11. 11. How to Create an Epic Presence on Facebook for Your Non-ProfitThree pillars of a content strategy Brand Audience Message
  12. 12. How to Create an Epic Presence on Facebook for Your Non-ProfitAnd now, the shocking truth...
  13. 13. How to Create an Epic Presence on Facebook for Your Non-ProfitAnd now, the shocking truth...(1) Non-fans can comment on your Page updates
  14. 14. How to Create an Epic Presence on Facebook for Your Non-ProfitAnd now, the shocking truth...(1) Non-fans can comment on your Page updates(2) 84% of your fans dont get your content in their newsfeed!
  15. 15. How to Create an Epic Presence on Facebook for Your Non-ProfitAnd now, the shocking truth...(1) Non-fans can comment on your Page updates(2) 84% of your fans dont get your content in their newsfeed!(3) Less than 5% of your Facebook Page fans visit your Facebook Page!
  16. 16. How to Create an Epic Presence on Facebook for Your Non-ProfitAnd now, the shocking truth...(1) Non-fans can comment on your Page updates(2) 84% of your fans dont get your content in their newsfeed!(3) Less than 5% of your Facebook Page fans visit your Facebook Page!
  17. 17. How to Create an Epic Presence on Facebook for Your Non-ProfitWhat the heck is Edgerank?
  18. 18. How to Create an Epic Presence on Facebook for Your Non-ProfitWhat the heck is Edgerank? Edgerank is Facebook’s algorithm that determines whether a specific Page storywill appear in the Newfeed of a specific fan. It ranks your content, not your Facebook Page.
  19. 19. How to Create an Epic Presence on Facebook for Your Non-ProfitWhat the heck is Edgerank?
  20. 20. How to Create an Epic Presence on Facebook for Your Non-ProfitWhat the heck is Edgerank?Three factors that determine Edgerank:(1)Relationship between user and story(2)How people talk about that story(3)How recent the story was published
  21. 21. How to Create an Epic Presence on Facebook for Your Non-ProfitConfigure your page for engagement Let the love in!
  22. 22. How to Create an Epic Presence on Facebook for Your Non-ProfitConfigure your page for engagementPosting ability - Allowing users to post increases exposure for your org through virality.Post visibility – If your org has a thriving community of customers, displaying this section onyour Page will help amplify your communitys voice on your Facebook Page simply becausewhat they post on your Page will have more visibility.Tagging Ability – This creates viral exposure when people tag their friendsModeration and Profanity Blocklists - This helps mitigate any possible negative effectsfrom openning up posting abilities.
  23. 23. How to Create an Epic Presence on Facebook for Your Non-ProfitConfigure your page for engagement
  24. 24. How to Create an Epic Presence on Facebook for Your Non-ProfitKnow the best time of day to post
  25. 25. How to Create an Epic Presence on Facebook for Your Non-ProfitKnow the best time of day to postBuddymedia found a20% higher rate ofengagement for theseposts published in themornings and evenings.
  26. 26. How to Create an Epic Presence on Facebook for Your Non-ProfitKnow the best time of day to postConfirm this with yourPage Insights.
  27. 27. How to Create an Epic Presence on Facebook for Your Non-ProfitKnow the best time of day to postConfirm this with yourPage Insights.
  28. 28. How to Create an Epic Presence on Facebook for Your Non-ProfitKnow how many times per day to post
  29. 29. How to Create an Epic Presence on Facebook for Your Non-ProfitKnow how many times per day to post 4-6 posts per dayConfirm this with yourPage Insights.
  30. 30. How to Create an Epic Presence on Facebook for Your Non-ProfitOk, but what do we post?
  31. 31. How to Create an Epic Presence on Facebook for Your Non-ProfitThe best way to post links
  32. 32. How to Create an Epic Presence on Facebook for Your Non-ProfitThe best way to post links http://bit.ly/ClickatYourOwnRiskDon’t shorten URLs!
  33. 33. How to Create an Epic Presence on Facebook for Your Non-ProfitThe best way to post linksIf you need to scheduleposts, use PostPlanner
  34. 34. How to Create an Epic Presence on Facebook for Your Non-ProfitThe best way to post linksMake sure the article stands out!Edit the title, description and preview picture
  35. 35. How to Create an Epic Presence on Facebook for Your Non-ProfitThe best way to post linksMake sure the article stands out!Edit the title, description and preview picture
  36. 36. How to Create an Epic Presence on Facebook for Your Non-Profitthe best way to post Photos
  37. 37. How to Create an Epic Presence on Facebook for Your Non-Profitthe best way to post PhotosMake sure that they’re at least 846 x 403pixels (iPhone photos are 1936 x 2592).
  38. 38. How to Create an Epic Presence on Facebook for Your Non-Profitthe best way to post PhotosUse Reddit, Pinterest and Digg tocurate awesome images.
  39. 39. How to Create an Epic Presence on Facebook for Your Non-Profitthe best way to post PhotosOne aspect of viral content is allowingusers to make it their own.
  40. 40. How to Create an Epic Presence on Facebook for Your Non-Profitthe best way to post PhotosGame Edgerank by posting photos fromblog posts instead of just posting a link.
  41. 41. How to Create an Epic Presence on Facebook for Your Non-Profitthe best way to post PhotosPost images on Pinterest that link back toyour Facebook photos
  42. 42. How to Create an Epic Presence on Facebook for Your Non-Profitthe best way to post PhotosAnd don’t forget cover photosfor your fans!
  43. 43. How to Create an Epic Presence on Facebook for Your Non-ProfitWhat about pinning and highlighting?
  44. 44. How to Create an Epic Presence on Facebook for Your Non-ProfitPinning and HighlightingPin your top stories from theprevious week
  45. 45. How to Create an Epic Presence on Facebook for Your Non-ProfitPinning and HighlightingHighlight stories with photos to breakup the visual spacing of your Timeline
  46. 46. How to Create an Epic Presence on Facebook for Your Non-ProfitPinning and HighlightingWhen you highlight, reposition photos
  47. 47. How to Create an Epic Presence on Facebook for Your Non-ProfitOk... What about just regular textupdates?
  48. 48. How to Create an Epic Presence on Facebook for Your Non-ProfitPost short updatesLess than 80 characters is best
  49. 49. How to Create an Epic Presence on Facebook for Your Non-ProfitPost QuestionsComment rate more than doubles!
  50. 50. How to Create an Epic Presence on Facebook for Your Non-ProfitUse updates as simple poll questionsThis gives your fans the freedomon commenting!
  51. 51. How to Create an Epic Presence on Facebook for Your Non-ProfitTry using Unusual Characters orBolding at the beginningThis creates a purple cow
  52. 52. How to Create an Epic Presence on Facebook for Your Non-ProfitShare posts from other PagesThis is a great way to nuturepeer relationships!
  53. 53. How to Create an Epic Presence on Facebook for Your Non-ProfitShare posts from other PagesMake this easy to manage byliking other Pages as a Page
  54. 54. How to Create an Epic Presence on Facebook for Your Non-ProfitUse InsightsAlways confirm your gut
  55. 55. How to Create an Epic Presence on Facebook for Your Non-ProfitBut can you actually raise money?
  56. 56. How to Create an Epic Presence on Facebook for Your Non-ProfitBut can you actually raise money? . . ?
  57. 57. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? . . ?
  58. 58. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? . . ?
  59. 59. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? . . ?
  60. 60. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? A Handshake is not the best tool to collect money
  61. 61. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money?✓Facebook creates awareness for your campaign✓Facebook helps begin relationships with donors✓Facebook helps nurture relationships with donors✓Facebook allows core supporters to share your campaign✓Facebook helps trend your campaign✓Facebook helps you report outcomes✓Facebook helps you stay in touch✓And yes, Facebook can help you collect donations
  62. 62. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? Facebook is about long-term compounded growth.
  63. 63. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? Donate for the first time via email Advocate and/or join your email list ity fin af Like your Page nd ta us Tr Like, comment on, and share your updates Become aware of your cause when friends talk about your Page
  64. 64. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? Email acquisition and advocacy are the best ways to find new donors on Facebook
  65. 65. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? e The [organization] now has a more powerful way for you to connect with us on Facebook. at We’ve created a new Facebook Page designed to better serve the population of those affected by [disease they focus on]. The address is http://facebook.com/[customURL]. pl What can you expect by connecting with us on Facebook? m • You’ll find information related to [disease] support te • You’ll find information related to [disease] awareness and research • You’ll be able to start and join discussions on a variety of topics e • You’ll be the first to hear about events in your geographic area pl • And finally, you’ll join a community who share commons experiences with [disease] m So please join us at our new page and invite your friends to join -> http://facebook.com/[customURL] And thanks! Sa
  66. 66. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? “Join our Facebook discussion next Tuesday night” Subject lines are everything“What you won’t find on our Facebook Page” “This is why Facebook needs a ‘love’ button”
  67. 67. How to Create an Epic Presence on Facebook for Your Non-ProfitWow...I learned a lot today...
  68. 68. How to Create an Epic Presence on Facebook for Your Non-Profit Who is John Haydon?Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MACo-Founder of SocialBrite and 501 Mission PlaceSpeaker: Nonprofit Technology Conference, BlogWorld, TechSoup, NetworkForGood and more...Author: Facebook Marketing for DummiesClients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, ShrinersHospitals for Children, Opportunity Works, Community TechKnowledge, HopeLab, Healthy Babies Project,Scholastic, TechSoup, MarketingProfs, WaterAid America, University of MassachusettsSubscribe to John’s blog for free and get three articles each week delivered to your inbox!

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