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Seven Powerful Ways To Build Your E-mail List With Facebook
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Seven Powerful Ways To Build Your E-mail List With Facebook

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A webinar I conducted for Blackbaud

A webinar I conducted for Blackbaud

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Seven Powerful Ways To Build Your E-mail List With Facebook Seven Powerful Ways To Build Your E-mail List With Facebook Presentation Transcript

  • SEVEN POWERFUL WAYS TO BUILDYOUR EMAIL LIST WITH FACEBOOK
  • What we’ll talk about todayAre you clear about the role of email marketing in your communications?The one thing you need to do before building your listSeven incentives to drive sign-upsFour tips for putting an opt-in form on your Facebook PageFour tips for form designOther useful toolsThree ways to lower unsubscribers
  • ARE YOU CLEAR ABOUT THE ROLE OF EMAIL INYOUR COMMUNICATIONS STRATEGY?
  • Build Intimacy and TrustE-mail is not a public channellike Twitter or Facebook.Opting into your list is anagreement to enter a private1-1 relationship with you, byway of their inbox.Understanding TheRole of Email
  • Identify SegmentsSegmentation allows you tosend the right message to theright people at the right time.You can’t do this with Twitteror Facebook.Understanding TheRole of Email
  • Convert Donors and VolunteersVarious studies show thatTwitter and Facebook have a3% – 6% conversion rate.E-mail on the other hand hasa 33% conversion rate.Understanding TheRole of Email
  • Convert Donors and VolunteersUnderstanding TheRole of Email
  • Convert Donors and VolunteersUnderstanding TheRole of Email
  • 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 and affinityShare their donation onFacebookDonate for the first time via emailFacebook ladder ofengagement
  • Become aware of your cause when friends talk about your PageLike,comment on,and share your updatesContinue engaging and like your PageTrust and affinityHere’s the bridge thatconnects Facebookand fundraising!Share their donation onFacebookDonate for the first time via emailAdvocate and/or join your email listFacebook ladder ofengagement
  • THE ONE THING YOU NEED TO DO BEFOREBUILDING YOUR LIST
  • Your audiences are the variousdifferent groups of people you reach(or are trying to reach).Understand YourAudiences
  • GOALS:• What keeps them up at night?• What are their passions and interests?• What are their dreams and goals?CHALLENGES:• What are their primary goals in life?• How are they trying to create a meaningful life?Understand YourAudiences
  • Download a free eBook on personashere: http://db.tt/7vBxrnWNUnderstand YourAudiences
  • ONCE YOU UNDERSTAND YOUR AUDIENCE,GIVE THEM WHAT THEY WANT
  • What’s your carrot?Be crystal clear on the valueexchange:What value are you offeringthat greatly outweights thepain of joining your email list?
  • •Lost time filling out your form•Perceived potential privacy breach•The perceived potential that you’llgunk up their inbox•The unknownWhat pain,you ask?
  • The value they get shouldgreatly outweight the pain ofjoining your email list.The value exchange
  • SEVEN INCENTIVES TO DRIVE SIGN-UPS
  • eBooks1eBooks that offers highly specificinformation or howto. eBooks (PDF) can be read onany eReader - including iPadsand Kindles!
  • eBooks1Example titles:10 Quick Recipes for New Breast Cancer PatientsHow to Housebreak Your Dog in One WeekThe Starter Guide to Nonprofit Video StorytellingThe Child Advocacy Tool KitHow To Survive HomelessnesseBooks (PDF) can be read onany eReader - including iPadsand Kindles!
  • eBook resources1•Use Word or Pages to create PDFs•Use myecovermaker.com to create aneCover (example at right)•Use DropBox to host free download•Use fotolia.com for images
  • Sponsor giveaway2Make sure the sponsor is inalignment with your brand•Discounts•Free product or service
  • Sponsor giveaway2Check out Gifts that Give
  • Advocacy3Advocacy gives people the ability tosupport your cause in a way that’smeaningful, but free.And you get a new email!
  • Advocacy3Advocacy gives people the ability tosupport your cause in a way that’smeaningful, but free.And you get a new email!
  • Advocacy3Four great resources for startingpetitions:•thepetitionsite.com•change.org•rallycongress.com•actionsprout.com
  • Pledges4Pledges lets people feelthat they’re part of your movement.Less formal than advocacy.
  • Photo contests5Powerful way to acquire fans (with alike gate) and emails.Participants can easily share yourcontest.
  • Photo contests5Check out Shortstack
  • Action alerts7Perfect for orgs that provide regulareducational resources.Brands your org with high value.
  • Action alerts7Perfect for orgs that provide regulareducational resources.Brands your org with high value.
  • FOUR TIPS FOR PLACING AN OPT-IN FORMIN A CUSTOM TAB
  • Put an opt-in form onyour Facebook PageUse the Static HTML iframe tabs appDon’t forget the carrot!1
  • Make it mobileFYI - Custom tabs are not viewableon mobile devices.2
  • Make it mobileTools like Static HTML: iframe tabsand ShortStack have smart URLswhich display the tab on mobile.2
  • Use Facebook loginFacebook login always people to joinyour list with a single mouse click.3
  • Use Facebook loginMost email services will help youcreate a Facebook login to acquireemails.Aweber offers this.MailChimp offers this.Constant Contact offers this.3
  • Create separateweb forms foreach location!4This will allow you to measurewhich location works best!List of web forms created with aweber
  • Create separateweb forms foreach location!4Knowing that your FacebookPage converts better than yourwebsite allows you to:•Change how you direct traffic•Improve your web pageList of web forms created with aweber
  • FOUR TIPS FOR OPT-IN FORM DESIGN
  • Point the wayMake it easy to find your form.1
  • Use powerful imagesParticularly with people2
  • Be clear about frequency and privacy2•You won’t share their email.•How often will they receive emails?
  • Redirect to athank youpage3•This allows you to more easilymeasure conversions•This allows you to encourage asecondary action•Finally, saying “thanks” is thepolite thing to do.
  • Redirect to athank youpage3In this example, I useclicktotweet.com toencourage people to sharemy list.
  • Redirect to athank youpage3Which seems to work...
  • OTHER USEFUL TOOLS
  • Action Sprout1•Allows users to join with one click•Allows them to share your cause
  • Action Sprout1•Allows users to join with one click•Allows them to share your cause•Export emails from Action Sprout
  • Shortstack2•Awesome for photo contests•Allows them to share your app•Export emails from Shortstack•They have a MailChimp app
  • Static HTML appStatic HTML iframe tabs app:•Allows you to easily add HTML•For freeDon’t forgetthe carrot!3
  • DONT FORGET ABOUT LOWERINGUNSUBSCRIBES
  • Building your list alsomeans giving peoplereasons to stay subscribed!
  • Set expectations1•About frequency and content•On your thank you page•In your follow-up email
  • Segment lists2•Right people•Right content•Right time
  • Segment lists2•People interested in events•People who downloaded an eBook•People who donated•etc.
  • Keep them interested3•With personalized emails•With awesome content•With exclusive content•With “what’s coming”Don’t forgetthe carrot!
  • THE END
  • Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MAFounder of The Social Media Fundraising Club, a private learning hub for small nonprofits.Instructor at Marketing Profs University and Charityhowto.comSpeaker: 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 EditionsClients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, BostonMedical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center ofBoston, National Wildlife Federation, Razoo,Who is John Haydon?