1. FACEBOOK
BEST PRACTICES
FOR
NONPROFITS
Compass Point
@jfouts
Wednesday, October 19, 2011 1

2. WHAT ARE
YOUR GOALS?
Increased donations
Volunteerism
Community outreach
Email signup
Brand awareness
@jfouts
Wednesday, October 19, 2011 2

3. Wednesday, October 19, 2011 3

4. YOUR PLAN
• Resources
• Content frequency
• Fan focus/content
• Tools/apps
• Facebook Connect
• Ads
@jfouts
Wednesday, October 19, 2011 4

5. ENGAGEMENT STRATEGY
• Open Graph
• Post as page
• Create shareable content
• Contests
• Shop
@jfouts
Wednesday, October 19, 2011 5

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9. Wednesday, October 19, 2011 9

10. DESIGN
simple
shareable
focused
Wednesday, October 19, 2011 10

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14. Wednesday, October 19, 2011 14

15. DON’T REINVENT THE WHEEL
Votigo
@jfouts
Wednesday, October 19, 2011 15

16. DON’T REINVENT THE WHEEL
Personalization
@jfouts
Wednesday, October 19, 2011 16

17. Wednesday, October 19, 2011 17

18. What if nobody comes?
@jfouts
Wednesday, October 19, 2011 18

19. COMSCORE
• Users 40-150% rely on • 30% revisit a page they
newsfeed have fanned
• 3.5% of users active on a • 9.6% revisit a conversation
page
• 2/3 of posts have activity
Wednesday, October 19, 2011 19

20. EDGERANK
• Every object is scored • Use photos and videos
• No engagement = 0 • Open Graph on websites
visibility
• Create affinity
• EdgeRankChecker.com
• Ask for the share
Wednesday, October 19, 2011 20

21. UP YOUR EDGERANK
• Be direct • Choose images for POP
• Don’t use jargon • Usereal interests for
keywords
• Be personal
• Narrow demographics
• Show your passion
• Create multiple ads (A&B
• ASK for the like test)
• Promo codes • Focus on performance
@jfouts
Wednesday, October 19, 2011 21

22. CM PHOTOGRAPHICS
@jfouts
Wednesday, October 19, 2011 22

23. DEMOGRAPHIC TARGETING
• 24-30 yr old women whose
status = “engaged”
• $600 ad investment
• $40,000 direct revenue
• 19,610 fans
@jfouts
Wednesday, October 19, 2011 23

24. SOCIAL ADS
• 85% more effective
• Leverage friends’ likes
• Users profile image
• Especially good for events
@jfouts
Wednesday, October 19, 2011 24

25. EARNED MEDIA
800,000 users shown 125 ads by 75 brands
@jfouts
Wednesday, October 19, 2011 25

26. THE LESSON?
• Paidmedia is a catalyst-follow
through with valuable content
• Don’t re-invent the wheel
• Be real, be human
• It’s all about what the user wants
@jfouts
Wednesday, October 19, 2011 26

27. MEASUREMENT
Website Referral tracking, clickthroughs, comments on website
Analytics
Conversation Listen and respond to user discussions on the page
Monitoring
Facebook Number of fans, engagement, comments, views of video and photos
Insights
Word of Ask your volunteers, donors, recipients what they think!
Mouth
Wednesday, October 19, 2011 27

28. QUESTIONS?
Janet@JanetFouts.com
SocialMediaCoachingCenter.com
Twitter- @Jfouts
Linkedin - JanetFouts
408.216.7423
Wednesday, October 19, 2011 28