2. • The game changed. Do you know the rules?
Cheat code #1: Fruit on the ground
• Cheat code #2: Hacking photosCheat code
#3: Hacking text updatesCheat code #4:
Hacking promoted posts
• Cheat code #5: Hacking ads
• Cheat code #6: Hacking fundraising
• Cheat code #7: Hacking analytics
Facebook Success • 7 Cheat Codes for Nonprofits
What we’re going to discuss
3. The game changed.
Do you know the rules?
The game changed.
Do you know the rules?
Facebook Success • 7 Cheat Codes for Nonprofits
4. 70% of us trust brand recommendations
from friends, but only 10% trust
messages from those same brands.-
Forrester Research
- Forrester Research
70% of us trust brand recommendations
from friends, but only 10% trust
messages from those same brands.-
Forrester Research
- Forrester Research
Facebook Success • 7 Cheat Codes for Nonprofits
The game changed. Do you know the rules?
5. The game changed. Do you know the rules?
Facebook Success • 7 Cheat Codes for Nonprofits
6. The game changed. Do you know the rules?
Facebook Success • 7 Cheat Codes for Nonprofits
Friends are always the first
priority on Facebook.
Your nonprofit only matters when
friends talk about you.
Friends are always the first
priority on Facebook.
Your nonprofit only matters when
friends talk about you.
7. Facebook Success • 7 Cheat Codes for Nonprofits
The game changed. Do you know the rules?
8. Facebook Success • 7 Cheat Codes for Nonprofits
The game changed. Do you know the rules?
Edgerank!
9. Facebook Success • 7 Cheat Codes for Nonprofits
The game changed. Do you know the rules?
Edgerank is an algorithm that
determines whether a specific
Page update will appear in the
News Feed of a specific user.
Edgerank is an algorithm that
determines whether a specific
Page update will appear in the
News Feed of a specific user.
10. Four factors that determine Edgerank:Relationship between user and postHow people talk
about that postHow recently the story was published
Negative comments on posts
Negative comments on posts
Facebook Success • 7 Cheat Codes for Nonprofits
The game changed. Do you know the rules?
11. You win in the Newsfeed when: People frequently talk about your content
You publish content your community loves
You selectively promote posts with ads
You invest time into replying to commenters
You skirt Edgerank with other channels
You skirt Edgerank with other channels
Facebook Success • 7 Cheat Codes for Nonprofits
The game changed. Do you know the rules?
12. The game changed. Do you know the rules?
Facebook Success • 7 Cheat Codes for Nonprofits
If friends are the priority,
where do we start?
If friends are the priority,
where do we start?
13. Facebook Success • 7 Cheat Codes for Nonprofits
#1: Start with
people in your
database!
Your Community
Subscribers
Donors
Volunteers
The game changed. Do you know the rules?
14. Facebook Success • 7 Cheat Codes for Nonprofits
Your Network
Your community’s
family, friends and
acquaintances
#2: Create content
they want to share
with their friends!
The game changed. Do you know the rules?
15. Cheat code #1:
Fruit on the ground
Cheat code #1:
Fruit on the ground
Facebook Success • 7 Cheat Codes for Nonprofits
16. Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #1: Fruit on the ground
18. Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #2: Hacking photos
19. Top emotions behind sharing:
Anger
Awe
Anxiety
Top emotions behind sharing:
Anger
Awe
Anxiety
Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #2: Hacking photos
20. Images also
capture more
phyical space in
the newsfeed.
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #2: Hacking photos
24. Cheat code #3:
Hacking text updates
Cheat code #3:
Hacking text updates
Facebook Success • 7 Cheat Codes for Nonprofits
25. Comment rates on questions are more than double comments
on non-question updates!
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #3: Hacking text updates
26. Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #3: Hacking text updates
27. Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #3: Hacking text updates
Closed questionsClosed questions
28. Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #3: Hacking text updates
Closed questions take advantage
of the brain’s built-in auto
complete feature.
Closed questions take advantage
of the brain’s built-in auto
complete feature.
29. Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #3: Hacking text updates
Five ways to ask effective questions on Facebook:
1)Be super specificBe super
relevantAsk preference questionsAsk
multiple choice questionsAsk “yes”
or “no” questionsFill in the
blank_____.
Five ways to ask effective questions on Facebook:
1)Be super specificBe super
relevantAsk preference questionsAsk
multiple choice questionsAsk “yes”
or “no” questionsFill in the
blank_____.
30. Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #3: Hacking text updates
32. Only Promote Awesome
Remember, with promoted posts, you’re only
paying for reach.
If you publish content that people can’t help
but talk about, it means that your ad dollars
will go further for each promoted post.
11
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #4: Hacking promoted posts
33. Only Promote Awesome
Remember, with promoted posts, you’re only
paying for reach.
If you publish content that people can’t help
but talk about, it means that your ad dollars
will go further for each promoted post.
11
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #4: Hacking promoted posts
34. Only Promote Awesome
Remember, with promoted posts, you’re only
paying for reach.
If you publish content that people can’t help
but talk about, it means that your ad dollars
will go further for each promoted post.
11
Virality essentially
measures content
quality
Virality essentially
measures content
quality
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #4: Hacking promoted posts
35. Know Thy Plan
Just because an update goes wildly viral,
doesn’t mean you should spend money to
promote it.
Ask yourself if promoting the post makes
sense in terms of your goals and branding.
22
Cheat code #4: Hacking promoted posts
36. Promote only to fans
You increase the likelyhood of negative comments
by promoting to friends of fans. Consider deleting
this ad in the campaign.
33
https://www.facebook.com/ads/manage/campaigns/
Cheat code #4: Hacking promoted posts
37. Promote only to fans
You increase the likelyhood of negative comments
by promoting to friends of fans. Consider deleting
this ad in the campaign.
33
https://www.facebook.com/ads/manage/campaigns/
Cheat code #4: Hacking promoted posts
39. Cheat code #5: Hacking ads
Facebook Success • 7 Cheat Codes for Nonprofits
Target your communityTarget your communityPoach other pagesPoach other pages
40. Cheat code #5: Hacking ads
Facebook Success • 7 Cheat Codes for Nonprofits
Target your communityTarget your community
41. Cheat code #5: Hacking ads
Facebook Success • 7 Cheat Codes for Nonprofits
Target your communityTarget your community
http://youtu.be/aBZLoLAQ4nY
45. A Handshake is not the best
tool to collect money
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
46. Facebook Success • 7 Cheat Codes for Nonprofits
Facebook is relational, not
transactional
Cheat code #6: Hacking fundraising
47. Become aware of your cause when friends talk about your Page
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
48. Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
49. Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
50. Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
This is where viral
reach is created
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
51. Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
Advocate and/or join your e-mail list
This is where viral
reach is created
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
52. Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
Advocate and/or join your e-mail list
This is where viral
reach is created
Facebook Success • 7 Cheat Codes for Nonprofits
E-mail acquisition!E-mail acquisition!
Cheat code #6: Hacking fundraising
53. Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
This is where viral
reach is created
Donate for the first time via e-mail
Facebook Success • 7 Cheat Codes for Nonprofits
Advocate and/or join your e-mail list
Cheat code #6: Hacking fundraising
54. Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
This is where viral
reach is created
Share their donation on
Facebook
Donate for the first time via e-mail
Facebook Success • 7 Cheat Codes for Nonprofits
Advocate and/or join your e-mail list
Cheat code #6: Hacking fundraising
55. Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
This is where viral
reach is created
Share their donation on
Facebook
Donate for the first time via e-mail
Facebook Success • 7 Cheat Codes for Nonprofits
Advocate and/or join your e-mail list
Cheat code #6: Hacking fundraising
56. Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
Trust and
affinity
This is where viral
reach is created
Share their donation on
Facebook
Facebook Success • 7 Cheat Codes for Nonprofits
Donate for the first time via e-mail
Advocate and/or join your e-mail list
Cheat code #6: Hacking fundraising
57. E-mail acquisition and
advocacy are a better
way to find new donors
on Facebook
E-mail acquisition and
advocacy are a better
way to find new donors
on Facebook
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
58. Free webinar:
Seven Powerful Ways to Build
Your E-mail List With Facebook
Sign up here:
http://zmb.me/FBEMAILWB
Free webinar:
Seven Powerful Ways to Build
Your E-mail List With Facebook
Sign up here:
http://zmb.me/FBEMAILWB
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
60. Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #7: Hacking analytics
The most essential metricThe most essential metric
61. Facebook Success • 7 Cheat Codes for Nonprofits
The game changed. Do you know the rules?
12 ways people “talk about you” with their Facebook
friends:
1)Like a post from your Page
2)Comment on a post from your Page
3)Share a post from your Page
4)Answer a Question
5)Mention your Page in an update
6)Tag your Page in a photo
7)Tag their friends in a photo you post
8)Like your Page
9)Post an update on your Page
10)RSVP to an event on your Page
11)Check into your Facebook Place
12)Writing a recommendation about your Page
12 ways people “talk about you” with their Facebook
friends:
1)Like a post from your Page
2)Comment on a post from your Page
3)Share a post from your Page
4)Answer a Question
5)Mention your Page in an update
6)Tag your Page in a photo
7)Tag their friends in a photo you post
8)Like your Page
9)Post an update on your Page
10)RSVP to an event on your Page
11)Check into your Facebook Place
12)Writing a recommendation about your Page
The most essential metricThe most essential metric
64. Facebook Success • 7 Cheat Codes for Nonprofits
#Bonus: Create an interest list of awesome Pages
65. Facebook Success • 7 Cheat Codes for Nonprofits
#Bonus: Follow this Pinterest Board
http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/
66. Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Instructor at Marketing Profs University, SocialMediaFundraisingClub.com and Charityhowto.com
Speaker: 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 Editions
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund,
Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup,
WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife
Federation, Razoo, Concord Conservatory.
Facebook Success • 7 Cheat Codes for Nonprofits
About John
Editor's Notes
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.
Twitter is like IM and Blogging. Twitter is like IM in that it’s short messages (140 characters), easy to use and can be private. But IM is not archived, SEO friendly or public.