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Facebook best practices for nonprofits

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Janet Fouts
Janet Fouts

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 Compass Point @jfouts Wednesday, October 19, 2011 1
WHAT ARE YOUR GOALS? Increased donations Volunteerism Community outreach Email signup Brand awareness @jfouts Wednesday, October 19, 2011 2
Wednesday, October 19, 2011 3
YOUR PLAN • Resources • Content frequency • Fan focus/content • Tools/apps • Facebook Connect • Ads @jfouts Wednesday, October 19, 2011 4
ENGAGEMENT STRATEGY • Open Graph • Post as page • Create shareable content • Contests • Shop @jfouts Wednesday, October 19, 2011 5
Wednesday, October 19, 2011 6
Wednesday, October 19, 2011 7
Wednesday, October 19, 2011 8
Wednesday, October 19, 2011 9
DESIGN simple shareable focused Wednesday, October 19, 2011 10
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 @jfouts Wednesday, October 19, 2011 15
DON’T REINVENT THE WHEEL Personalization @jfouts Wednesday, October 19, 2011 16
Wednesday, October 19, 2011 17
What if nobody comes? @jfouts Wednesday, October 19, 2011 18
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
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
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
CM PHOTOGRAPHICS @jfouts Wednesday, October 19, 2011 22
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
SOCIAL ADS • 85% more effective • Leverage friends’ likes • Users profile image • Especially good for events @jfouts Wednesday, October 19, 2011 24
EARNED MEDIA 800,000 users shown 125 ads by 75 brands @jfouts Wednesday, October 19, 2011 25
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
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
QUESTIONS? Janet@JanetFouts.com SocialMediaCoachingCenter.com Twitter- @Jfouts Linkedin - JanetFouts 408.216.7423 Wednesday, October 19, 2011 28

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Facebook best practices for nonprofits

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