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FACEBOOK                              BEST PRACTICES                                    FOR                               ...
WHAT ARE    YOUR GOALS?               Increased donations               Volunteerism               Community outreach     ...
Wednesday, October 19, 2011   3
YOUR PLAN                                 • Resources                                 • Content   frequency               ...
ENGAGEMENT STRATEGY   • Open             Graph   • Post          as page   • Create              shareable content   • Con...
Wednesday, October 19, 2011   6
Wednesday, October 19, 2011   7
Wednesday, October 19, 2011   8
Wednesday, October 19, 2011   9
DESIGN                                simple                              shareable                               focusedW...
Wednesday, October 19, 2011   11
Wednesday, October 19, 2011   12
Wednesday, October 19, 2011   13
Wednesday, October 19, 2011   14
DON’T REINVENT THE WHEEL                   Votigo  @jfoutsWednesday, October 19, 2011     15
DON’T REINVENT THE WHEEL                              Personalization  @jfoutsWednesday, October 19, 2011                 ...
Wednesday, October 19, 2011   17
What if nobody comes?  @jfoutsWednesday, October 19, 2011      18
COMSCORE           • Users   40-150% rely on                 • 30% revisit a page they               newsfeed             ...
EDGERANK           • Every            object is scored   • Use   photos and videos           • No     engagement = 0      ...
UP YOUR EDGERANK    • Be       direct                 • Choose   images for POP    • Don’t           use jargon      • Use...
CM PHOTOGRAPHICS  @jfoutsWednesday, October 19, 2011                  22
DEMOGRAPHIC TARGETING    • 24-30   yr old women whose       status = “engaged”    • $600           ad investment    • $40,...
SOCIAL ADS                              • 85%   more effective                              • Leverage     friends’ likes ...
EARNED MEDIA                              800,000 users shown 125 ads by 75 brands  @jfoutsWednesday, October 19, 2011    ...
THE LESSON?                                • Paidmedia is a catalyst-follow                                  through with ...
MEASUREMENT                     Website       Referral tracking, clickthroughs, comments on website                     An...
QUESTIONS?             Janet@JanetFouts.com             SocialMediaCoachingCenter.com             Twitter- @Jfouts        ...
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Facebook best practices for nonprofits

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presentation as part of the compass point conference "Effective Social Media Strategy and Powerful Tactics for Networked Nonprofits"

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Facebook best practices for nonprofits

  1. 1. FACEBOOK BEST PRACTICES FOR NONPROFITS Compass Point @jfoutsWednesday, October 19, 2011 1
  2. 2. WHAT ARE YOUR GOALS? Increased donations Volunteerism Community outreach Email signup Brand awareness @jfoutsWednesday, October 19, 2011 2
  3. 3. Wednesday, October 19, 2011 3
  4. 4. YOUR PLAN • Resources • Content frequency • Fan focus/content • Tools/apps • Facebook Connect • Ads @jfoutsWednesday, October 19, 2011 4
  5. 5. ENGAGEMENT STRATEGY • Open Graph • Post as page • Create shareable content • Contests • Shop @jfoutsWednesday, October 19, 2011 5
  6. 6. Wednesday, October 19, 2011 6
  7. 7. Wednesday, October 19, 2011 7
  8. 8. Wednesday, October 19, 2011 8
  9. 9. Wednesday, October 19, 2011 9
  10. 10. DESIGN simple shareable focusedWednesday, October 19, 2011 10
  11. 11. Wednesday, October 19, 2011 11
  12. 12. Wednesday, October 19, 2011 12
  13. 13. Wednesday, October 19, 2011 13
  14. 14. Wednesday, October 19, 2011 14
  15. 15. DON’T REINVENT THE WHEEL Votigo @jfoutsWednesday, October 19, 2011 15
  16. 16. DON’T REINVENT THE WHEEL Personalization @jfoutsWednesday, October 19, 2011 16
  17. 17. Wednesday, October 19, 2011 17
  18. 18. What if nobody comes? @jfoutsWednesday, October 19, 2011 18
  19. 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 activityWednesday, October 19, 2011 19
  20. 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 shareWednesday, October 19, 2011 20
  21. 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 @jfoutsWednesday, October 19, 2011 21
  22. 22. CM PHOTOGRAPHICS @jfoutsWednesday, October 19, 2011 22
  23. 23. DEMOGRAPHIC TARGETING • 24-30 yr old women whose status = “engaged” • $600 ad investment • $40,000 direct revenue • 19,610 fans @jfoutsWednesday, October 19, 2011 23
  24. 24. SOCIAL ADS • 85% more effective • Leverage friends’ likes • Users profile image • Especially good for events @jfoutsWednesday, October 19, 2011 24
  25. 25. EARNED MEDIA 800,000 users shown 125 ads by 75 brands @jfoutsWednesday, October 19, 2011 25
  26. 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 @jfoutsWednesday, October 19, 2011 26
  27. 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! MouthWednesday, October 19, 2011 27
  28. 28. QUESTIONS? Janet@JanetFouts.com SocialMediaCoachingCenter.com Twitter- @Jfouts Linkedin - JanetFouts 408.216.7423Wednesday, October 19, 2011 28

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