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Drew Bernard - ActionSprout
Mark Giangreco - DGA
Alan Rosenblatt, Ph.D. Turner 4D
Beth Becker - Indigo Strategies
John Hay...
1.The State of Facebook
2.TheThree Goals, Prioritized
3. PrioritizeYour work
IT’S A THANG
• 1.23B Active Monthly Users
• 57% of American Adults
• 73% USYouth (12 – 17)
• 20 Minutes PerVisit
• 338 Fri...
STATE OF
FACEBOOK
FACEBOOK = MOBILE!
• 680M Monthly Mobile Users
• 75% Login at Least Once a Day
• 60.3% of all mobile sha...
NO FREE LUNCH
THE THREE GOALS
1. Increase Reach
2. Cultivate Relationships
3. Convert and Capture Supporter
REACH = LEVERAGE
What’s a reasonable expectation?
REACH
BEWARE OF VANITY
METRICS
REACH
Your page is your brand.
Your website inside
Facebook.
REACH
People only visit your page when driven
there
(Facebook only delivers your content to 15% of your
fans)
It’s All
About The
Newsfeed!!
REACH
Your Fans are
Your
Amplifier
No Fan Engagement = No Reach
REACH
CONTENT IS KING
Content That Serves Your Goals
REACH
REACH
20% unique content, 80% recycled high-performing
80% PROVENVIRAL
Re-Use
Post content again that is working well on your own
page
Borrow
Adapt other pages high performing c...
A LITTLE CHEESE
GOES A LONG WAYS
And it can be good for you,
REACH
WOULDYOU SHARE IT?
REACH
MAKE IT RELEVANT
REACH
TRAINYOUR AUDIENCE
REACH
FINDING OVER-PERFORMING
CONTENT
Look for content that perform significantly better than average, relates to your work, and...
IMAGE POSTS + LINK POST
REACH
Photo Post
Reach:
363,392
Link Post
Reach:
161,690
FB ADSWhat’s ROI Are You
After?
REACH
334,000 Reached
8,843 Engaged
(2.63%)
(Like, Share, Comment)
1,341 Took Action
(24%)...
FB ADS
• Retarget Email
Supporter
• Lookalike audience
• WebsiteVisitors
• Friends of fans
• Look alike audiences
(Reach, ...
CULTIVATE
RELATIONSHIPSMove People up the Ladder of Engagement
“Like if you
agree”
“Sign the
petition”
“Thank…”
“Sign the
...
LIKE
COMMENT
SHARE
&
BEYOND
CULTIVAT
E
• Design for Reach
• Cultivate Relationships
• Captured Data
LESS MONOLOG MORE DIALOG
Engage Directly… Be Genuine… Be Real
1. Ask Questions &
Listen
2. Engage In Comment
3. Direct Mes...
197 Engaged
(Like, Share, Comment)
79 Took Action
(Email, FB UID, Name, etc.)
12
Were fans
FACEBOOK
APPROPRIATE
ACTIONS
CU...
It’s not the number of
people
that matters. It’s how many
support your work!
CONVERT
CONVERT
FINDYOUR DENNIS
CONVERT
THE STATE OFYOUR PAGE
Quality and Quantity of…
1. Reach
2. Engagement
3. Conversion
YOUR PAGE
BEWARE OF VANITY
METRICS
YOUR PAGE
IMPACT REQUIRES
ACTION!
YOUR PAGE
YOUR PAGE
UNDERSTANDINGYOUR
CURRENT SITUATION
• Fan Count
• Number of People Talking
about you
• Post Reach
• Average Enga...
SIZE ISN’T EVERYTHING
148K Fans 463K Fans
11% 1%
YOUR PAGE
1,300,000Talking
17K avg
engagement
62,000 Talking
5K avg engag...
Goal 1: Without Reach, There is No Point!
Goal 2. Without Engagement There’s No Reach Or Conversion
Goal 3. Without Conver...
What did you think?
Evaluate this session!
Or, search by session title at www.nten.org/ntc/eval
When you evaluate a sessio...
Facebook Strategies: Finding Your Supporters Among Your Fans
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Facebook Strategies: Finding Your Supporters Among Your Fans

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Facebook has become one of the most important channels for engaging supporters online. Learn about specific tools, strategies and tactics to reach new supporters, deepen relationships with existing fans, and capture data so you can engage people off Facebook as well. This session is for the Facebook and social media page manager interested in list growth, supporter engagement and online funder cultivation.

Attendees will walk away with: 1) Strategies for list building and supporter engagement on Facebook; 2) Access to free tools for assessing the performance of your Facebook page; 3) Recommendations for improvement based on your page’s current size and engagement score; 4) Insights into which of Facebook advertising options have been proving most cost effective. Hashtag for this is discussion was: #14NTCFB
Speaker was Drew Bernard from ActionSprout.com

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Transcript of "Facebook Strategies: Finding Your Supporters Among Your Fans"

  1. 1. Drew Bernard - ActionSprout Mark Giangreco - DGA Alan Rosenblatt, Ph.D. Turner 4D Beth Becker - Indigo Strategies John Haydon - Inbound Zombie Sarah Burris - ActionSprout Facebook Strategy: Finding You Supporters Among Your Fans #14NTCFB
  2. 2. 1.The State of Facebook 2.TheThree Goals, Prioritized 3. PrioritizeYour work
  3. 3. IT’S A THANG • 1.23B Active Monthly Users • 57% of American Adults • 73% USYouth (12 – 17) • 20 Minutes PerVisit • 338 Friends • Like 40+ Pages STATE OF FACEBOOK
  4. 4. STATE OF FACEBOOK FACEBOOK = MOBILE! • 680M Monthly Mobile Users • 75% Login at Least Once a Day • 60.3% of all mobile sharing • Mobile – 914 minutes a month (vs. 351 web) • Over 50% of ActionSprout Actions completed on Mobile Posts under 80 characters get 66% more engagement
  5. 5. NO FREE LUNCH
  6. 6. THE THREE GOALS 1. Increase Reach 2. Cultivate Relationships 3. Convert and Capture Supporter
  7. 7. REACH = LEVERAGE What’s a reasonable expectation? REACH
  8. 8. BEWARE OF VANITY METRICS REACH
  9. 9. Your page is your brand. Your website inside Facebook. REACH People only visit your page when driven there
  10. 10. (Facebook only delivers your content to 15% of your fans) It’s All About The Newsfeed!! REACH
  11. 11. Your Fans are Your Amplifier No Fan Engagement = No Reach REACH
  12. 12. CONTENT IS KING Content That Serves Your Goals REACH
  13. 13. REACH 20% unique content, 80% recycled high-performing
  14. 14. 80% PROVENVIRAL Re-Use Post content again that is working well on your own page Borrow Adapt other pages high performing content to fit your unique message Flatter Re-post content that is performing well on similar pages REACH
  15. 15. A LITTLE CHEESE GOES A LONG WAYS And it can be good for you, REACH
  16. 16. WOULDYOU SHARE IT? REACH
  17. 17. MAKE IT RELEVANT REACH
  18. 18. TRAINYOUR AUDIENCE REACH
  19. 19. FINDING OVER-PERFORMING CONTENT Look for content that perform significantly better than average, relates to your work, and can have a call to action added to it REACH
  20. 20. IMAGE POSTS + LINK POST REACH Photo Post Reach: 363,392 Link Post Reach: 161,690
  21. 21. FB ADSWhat’s ROI Are You After? REACH 334,000 Reached 8,843 Engaged (2.63%) (Like, Share, Comment) 1,341 Took Action (24%) (Email, FB UID, Name, etc.) 478 Were fans
  22. 22. FB ADS • Retarget Email Supporter • Lookalike audience • WebsiteVisitors • Friends of fans • Look alike audiences (Reach, Cultivate, CAPTURE!) REACH
  23. 23. CULTIVATE RELATIONSHIPSMove People up the Ladder of Engagement “Like if you agree” “Sign the petition” “Thank…” “Sign the Card” “Pledge to Help” “Congratulate ” CULTIVAT E Direct Message Comment s
  24. 24. LIKE COMMENT SHARE & BEYOND CULTIVAT E • Design for Reach • Cultivate Relationships • Captured Data
  25. 25. LESS MONOLOG MORE DIALOG Engage Directly… Be Genuine… Be Real 1. Ask Questions & Listen 2. Engage In Comment 3. Direct Message 4. Email CULTIVAT E
  26. 26. 197 Engaged (Like, Share, Comment) 79 Took Action (Email, FB UID, Name, etc.) 12 Were fans FACEBOOK APPROPRIATE ACTIONS CULTIVAT E
  27. 27. It’s not the number of people that matters. It’s how many support your work! CONVERT
  28. 28. CONVERT
  29. 29. FINDYOUR DENNIS CONVERT
  30. 30. THE STATE OFYOUR PAGE Quality and Quantity of… 1. Reach 2. Engagement 3. Conversion YOUR PAGE
  31. 31. BEWARE OF VANITY METRICS YOUR PAGE
  32. 32. IMPACT REQUIRES ACTION! YOUR PAGE
  33. 33. YOUR PAGE UNDERSTANDINGYOUR CURRENT SITUATION • Fan Count • Number of People Talking about you • Post Reach • Average Engagement per post • Engagement Score
  34. 34. SIZE ISN’T EVERYTHING 148K Fans 463K Fans 11% 1% YOUR PAGE 1,300,000Talking 17K avg engagement 62,000 Talking 5K avg engagement 1149 119
  35. 35. Goal 1: Without Reach, There is No Point! Goal 2. Without Engagement There’s No Reach Or Conversion Goal 3. Without Conversion, There is no Impact
  36. 36. What did you think? Evaluate this session! Or, search by session title at www.nten.org/ntc/eval When you evaluate a session, you will be entered to win a prize!
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