Marketing Beyond the Like
Amy Bryant

Kaiya Waddell

Managing Editor, Planned Parenthood Online

Client Partner, Nonprofits & Advocacy
The Internet is shifting to mobile
2,000

Worldwide smart connected device shipments (M)*

1,800

Smartphones

PCs

45%	
 ...
Facebook is at the center
of the shift to mobile

78%	
  
of US smartphone
users are using Facebook
on their smartphones

...
Lets dig in: CONTENT
1

Succinct Content

2

Photos & Videos

Page Posting Tips
3

Be Timely

Page Posting Tips
4

Text Heavy

Things to Avoid
Instagram
Best of Instagram

The White House
GoPro

Starbucks
Challenge users to engage
GE Instagram photo contest
•  Created GE contest
hashtag
•  Instagram aggregated
submissions und...
Great Instagram Content
Creating Good Content
Promoting the brand, educating,
and entertaining.
The nitty gritty: TOOLS
Social is not an objective.

Determine your marketing goal and then build your Facebook
strategy
News feed is where people stay connected; place your
organization at the center of the Facebook experience

8x	
  

engage...
NEW: Page post link ad optimized to drive online
conversions with larger, clickable image

3.5x

Old Page post link ad
New...
Overview of our audience targeting capabilities

Built-in
Audiences

Custom
Audiences

Lookalike
Audiences
Built-in Audiences
Data source

Data type

Intent/interest
Profile info
& Likes

Geographic
Lifestyle/life-stage

Partner
...
Custom Audiences

Reach your specific customers or prospects at scale
Your
CRM
database

Facebook

Matched targets
Lookalike Audiences

Find more people who look like your best supporters

People who have donated
within the last two mont...
Let the system do its thing

Auto-optimize for actions like donations or email sign-ups
Conversion pixel tracking
Tags pla...
Need help? www.facebook.com/help.
Trust me, it’s awesome.
Facebook for Nonprofits: Marketing Beyond the Like
Facebook for Nonprofits: Marketing Beyond the Like
Facebook for Nonprofits: Marketing Beyond the Like
Facebook for Nonprofits: Marketing Beyond the Like
Facebook for Nonprofits: Marketing Beyond the Like
Facebook for Nonprofits: Marketing Beyond the Like
Facebook for Nonprofits: Marketing Beyond the Like
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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

Published in: Social Media, Technology, Business
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Facebook for Nonprofits: Marketing Beyond the Like

  1. 1. Marketing Beyond the Like
  2. 2. Amy Bryant Kaiya Waddell Managing Editor, Planned Parenthood Online Client Partner, Nonprofits & Advocacy
  3. 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. 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. 5. Lets dig in: CONTENT
  6. 6. 1 Succinct Content 2 Photos & Videos Page Posting Tips
  7. 7. 3 Be Timely Page Posting Tips
  8. 8. 4 Text Heavy Things to Avoid
  9. 9. Instagram
  10. 10. Best of Instagram The White House GoPro Starbucks
  11. 11. Challenge users to engage GE Instagram photo contest •  Created GE contest hashtag •  Instagram aggregated submissions under hashtag •  Collect authentic stories with great visuals
  12. 12. Great Instagram Content
  13. 13. Creating Good Content Promoting the brand, educating, and entertaining.
  14. 14. The nitty gritty: TOOLS
  15. 15. Social is not an objective. Determine your marketing goal and then build your Facebook strategy
  16. 16. 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
  17. 17. 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
  18. 18. Overview of our audience targeting capabilities Built-in Audiences Custom Audiences Lookalike Audiences
  19. 19. 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
  20. 20. Custom Audiences Reach your specific customers or prospects at scale Your CRM database Facebook Matched targets
  21. 21. 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
  22. 22. 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
  23. 23. Need help? www.facebook.com/help. Trust me, it’s awesome.

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