Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

John Haydon- Facebook Foundations - Critical Tactics for Success

907 views

Published on

Published in: Technology

John Haydon- Facebook Foundations - Critical Tactics for Success

  1. 1. Facebook Foundations - Critical Tactics for Success Facebook Foundations - Critical Tactics for Success
  2. 2. Facebook Foundations - Critical Tactics for Success Who is John Haydon?Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MACo-Founder of SocialBrite and 501 Mission PlaceSpeaker: Nonprofit Technology Conference, BlogWorld, TechSoup, NetworkForGood and more...Author: Facebook Marketing for DummiesClients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, ShrinersHospitals for Children, Opportunity Works, Community TechKnowledge, HopeLab, Healthy Babies Project,Scholastic, TechSoup, MarketingProfs, WaterAid America, University of Massachusetts
  3. 3. Facebook Foundations - Critical Tactics for Success What we’ll be talking about today Why Facebook for nonprofits? The difference between Profiles, Pages (timeline) and Groups The basics of creating a nonprofit Facebook Page (new) How can I best use a Facebook cover image for my Page? What are the best administrative settings for my nonprofit Facebook page? How can I moderate spam and negative comments? What are some effective tactics for promoting my Facebook Page? What are some tactics acquiring new Facebook Page fans? What are the most effective ways to engage Facebook fans?
  4. 4. Facebook Foundations - Critical Tactics for Success Why Facebook? 4
  5. 5. Facebook Foundations - Critical Tactics for Success Why Facebook? 900 million active users (as of May 2012) 50% of active users log in daily Average user is connected to 80 pages, groups and events 250 million photos are uploaded per day 2.7 billion likes and comments per day 490 million users access Facebook through mobile devices 5
  6. 6. Facebook Foundations - Critical Tactics for Success Why Facebook? From NTEN 6
  7. 7. Facebook Foundations - Critical Tactics for Success Cut the chase, John...What’s the secret to Facebook?
  8. 8. Facebook Foundations - Critical Tactics for Success Wanna know the secret to Facebook success? 8
  9. 9. Facebook Foundations - Critical Tactics for Success The key to Facebook is encouraging your current raving fans to... rav about you! 9
  10. 10. Facebook Foundations - Critical Tactics for SuccessIt all starts with a FacebookPage... 10
  11. 11. Facebook Foundations - Critical Tactics for SuccessFacebook Profiles, Pages, Community Pages & Groups Facebook Pages (aka “Official Page”) Represents an organization Customized user experience Target Updates Facebook Timeline Community Pages Facebook Profile LikeBox All public and searchable (aka “Unofficial Page”) Connect with friends Represents a “topic or Share photos experience”. Share videos Owned collectively by the Send messages community. Fan Pages Content from Wikipedia. Join Groups Facebook Groups Represents a cause or idea No customization Limited messaging Wall One single Some private, some public credential See: http://zmb.me/FBGroup-CaseStudy
  12. 12. Facebook Foundations - Critical Tactics for SuccessFacebook Profiles, Pages, Community Pages & Groups Facebook Places Allows for “check-ins” Facebook Pages Represents a physical place (aka “Official Page”) Can merge with a Page Represents an organization Customized user experience Target Updates Facebook Timeline Community Pages Facebook Profile LikeBox All public and searchable (aka “Unofficial Page”) Connect with friends Represents a “topic or Share photos experience”. Share videos Owned collectively by the Send messages community. Fan Pages Content from Wikipedia. Join Groups Facebook Groups Represents a cause or idea No customization Limited messaging One single Wall credential Some private, some public
  13. 13. Facebook Foundations - Critical Tactics for SuccessFacebook Profiles, Pages, Community Pages & Groups Facebook Places User-generated Facebook Pages Can be claimed (aka “Official Page”) Will eventually merge with Page Represents an organization Customized user experience Target Updates Facebook Timeline Community Pages Facebook Profile LikeBox All public and searchable (aka “Unofficial Page”) Connect with friends Represents a “topic or Share photos experience”. Share videos Owned collectively by the Send messages Fan Pages You can now community. Content from Wikipedia. Join Groups Facebook Groups transform a Profile into a Page or idea Represents a cause No customization Limited messaging One single Wall credential Some private, some public
  14. 14. Facebook Foundations - Critical Tactics for SuccessFive key marketing features of a Page Cover Image - Think of your cover image as taking the place of the default landing tab. The purpose of your cover image is to create a powerful first impression that will convert. Your Profile Picture – The new profile picture (AKA avatar) is now 180 pixels square. This means that you can no longer include a call to action (as some organizations did previously). Your About Section – The about section has more prominence just below the cover image. This will include your address and contact information if you have a Facebook Place, or just a brief description if you have a Facebook Page. Milestones - Up until now, anything posted on the Facebook page was automatically tagged with the date it was posted. Milestones allow you to select any date in the past. Highlights and Pins – Up until now Facebook admins had little control over how posts were displayed on their Page. and visitors to that page would see updates in either reverse chronological order or in an order determined by Facebook’s Edgerank.
  15. 15. Facebook Foundations - Critical Tactics for Success Facebook Page Feature Map Cover Image - Dynamically reflects your brand. Change your cover frequently! Profile Pic - Must be simple so that it is clearly seen at 32px Messaging Feature - Allows you to develop deeper relationships with fans More Prominent “About” section - Must be brief. Custom icons for third-party apps - Should reflect a consistent color scheme Visitors see their friends - Leverages social proof Pinning - Allows you to feature an update for 7 days Milestones - Tell the story about your cause
  16. 16. Facebook Foundations - Critical Tactics for Success
  17. 17. Facebook Foundations - Critical Tactics for Success
  18. 18. Facebook Foundations - Critical Tactics for SuccessThe basics of creating a nonprofit Facebook Page (interactive live demonstration)
  19. 19. Facebook Foundations - Critical Tactics for Success How do I get more connections for my Page?
  20. 20. Facebook Foundations - Critical Tactics for SuccessHow To Get More Connections For Your Page• Leverage friend networks if you’re brand new• Create “enchantment” on your Page• Plan and create an awesome event (offline or online)• Email an announcement of your Page• Add a Likebox to your website• “Embed” your Facebook Page into all events
  21. 21. Facebook Foundations - Critical Tactics for Success What are the most effectiveways to engage Facebook users?
  22. 22. Facebook Foundations - Critical Tactics for SuccessWhat are the most effective ways to engage Facebook fans? #1 Rule: Be very clear about your audience and your message
  23. 23. Facebook Foundations - Critical Tactics for SuccessWhat are the most effective ways to engage Facebook fans? Rich media: Photos and videos are more likely to show up in the News Feed. Rich discussion: Posts with lots of comments and likes tend to get more New Feed airtime.
  24. 24. Facebook Foundations - Critical Tactics for SuccessWhat are the most effective ways to engage Facebook fans? Mornings and evenings: Buddymedia found a 20% higher rate of engagement for these posts. Short updates: Less than 80 charactors gets a 27% bump in engagement. Long URLs: Get 3 times as many clicks as short URLs.
  25. 25. Facebook Foundations - Critical Tactics for SuccessWhat are the most effective ways to engage Facebook fans? Ninja Questions Specificity wins! Relevance wins! Preference questions “Yes” or “No” Fill in the blank_____.
  26. 26. Facebook Foundations - Critical Tactics for Success Questions?
  27. 27. Facebook Foundations - Critical Tactics for Success Proven email template to launch a Page e The [organization] now has a more powerful way for you to connect with us on Facebook. at We’ve created a new Facebook Page designed to better serve the population of those affected by [disease they focus on]. The address is http://facebook.com/[customURL]. pl What can you expect by connecting with us on Facebook? m • You’ll find information related to [disease] support te • You’ll find information related to [disease] awareness and research • You’ll be able to start and join discussions on a variety of topics e • You’ll be the first to hear about events in your geographic area pl • And finally, you’ll join a community who share commons experiences with [disease] m So please join us at our new page and invite your friends to join -> http://facebook.com/[customURL] And thanks! Sa
  28. 28. Facebook Foundations - Critical Tactics for Success Five template tools for custom Facebook tabs PageModo ShortStack FanPageEngine TabPress FaceIt Pages

×