Facebook for Nonprofits: Marketing Beyond the Like
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Slides from 501 Tech NYC meetup on November 13, 2013 presented by Kaiya Waidell (client partner at Facebook) and Amy Bryant (managing editor of Planned Parenthood Online). Nonprofits of all sizes have leveraged Facebook to increase awareness and drive actions, like advocacy and fundraising. Facebook and Planned Parenthood offered insights on what types of campaigns have worked well, reviewed some case studies and shared how to cultivate long-term engagement—beyond the like. Join our Facebook group at: https://www.facebook.com/groups/165880058617
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Facebook for Nonprofits: Marketing Beyond the Like
- 1. Marketing Beyond the Like
- 2. Amy Bryant Kaiya Waddell Managing Editor, Planned Parenthood Online Client Partner, Nonprofits & Advocacy
- 3. The Internet is shifting to mobile 2,000 Worldwide smart connected device shipments (M)* 1,800 Smartphones PCs 45% of the world population will have a smartphone in 2016** Tablets 1,600 1,400 1,200 1,000 800 600 400 200 2010 2011 2012 Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012 2013 2014 2015 2016
- 4. Facebook is at the center of the shift to mobile 78% of US smartphone users are using Facebook on their smartphones Source: comScore Media Metrix, April 2013
- 5. Lets dig in: CONTENT
- 6. 1 Succinct Content 2 Photos & Videos Page Posting Tips
- 7. 3 Be Timely Page Posting Tips
- 8. 4 Text Heavy Things to Avoid
- 9. Instagram
- 10. Best of Instagram The White House GoPro Starbucks
- 11. Challenge users to engage GE Instagram photo contest • Created GE contest hashtag • Instagram aggregated submissions under hashtag • Collect authentic stories with great visuals
- 19. Creating Good Content Promoting the brand, educating, and entertaining.
- 20. The nitty gritty: TOOLS
- 21. Social is not an objective. Determine your marketing goal and then build your Facebook strategy
- 22. News feed is where people stay connected; place your organization at the center of the Facebook experience 8x engagement for page post in news feed vs. right-hand side
- 23. NEW: Page post link ad optimized to drive online conversions with larger, clickable image 3.5x Old Page post link ad New Page post link ad larger image than existing Page post link Page post photo ad w/ URL Clicks offsite
- 24. Overview of our audience targeting capabilities Built-in Audiences Custom Audiences Lookalike Audiences
- 25. Built-in Audiences Data source Data type Intent/interest Profile info & Likes Geographic Lifestyle/life-stage Partner Categories Psychographic Demographic Purchase based Targeting Examples Phoenix, AZ Women 25-44 Interested in #Gun Control U.S. Politics Homeowner Donated to Charitable Cause
- 26. Custom Audiences Reach your specific customers or prospects at scale Your CRM database Facebook Matched targets
- 27. Lookalike Audiences Find more people who look like your best supporters People who have donated within the last two months People who have volunteered in the past six months People who have signed a petition in the last month and people who look like them
- 28. Let the system do its thing Auto-optimize for actions like donations or email sign-ups Conversion pixel tracking Tags placed on conversion pages track ROI 61% 2x Conversion Optimization Efficiently deliver ads to users most likely to convert lower cost per signup on average in A/B tests vs. bidded CPC ads immediate return on ad spend
- 29. Need help? www.facebook.com/help. Trust me, it’s awesome.