How to Create an Epic Presence on Facebook for your Nonprofit

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How to Create an Epic Presence on Facebook for your Nonprofit

  1. How to Create an Epic Presence on Facebook for Your Non-Profit
  2. How to Create an Epic Presence on Facebook for Your Non-ProfitWhat we’ll be talking about today: • Creating an effective Facebook marketing plan • Let your nodes do the talking • What the heck is Edgerank? • Configuring your Page for engagement • When should I post content? • How to use photos and text updates to spark engagement? • Yeah, but can you raise money? • How to use Facebook ads to target donors
  3. How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing planYour brand is the essential feeling peopleget from their interactions with you.brand
  4. How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing planYour Audience is the various differentpeople you reach (or are trying to reach).brand Audience
  5. How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing planYour Message is the two-way discussionyou have with your audience.brand Audience Message
  6. How to Create an Epic Presence on Facebook for Your Non-ProfitCreating an effective Facebook marketing plan Brand Audience Message
  7. How to Create an Epic Presence on Facebook for Your Non-ProfitFree workbook for creating a Facebook Marketing plan: http://zmb.me/FBMarketingWorkbook
  8. How to Create an Epic Presence on Facebook for Your Non-ProfitLet your nodes do the talking
  9. How to Create an Epic Presence on Facebook for Your Non-ProfitLet your nodes do the talking #1: Start with people in your database!Your CommunitySubscribersDonorsVolunteers
  10. How to Create an Epic Presence on Facebook for Your Non-ProfitLet your nodes do the talking #2: Create content they want to share with their friends!Your NetworkYour community’sfamily, friends andacquaintances
  11. How to Create an Epic Presence on Facebook for Your Non-ProfitWhat the heck is Edgerank?
  12. How to Create an Epic Presence on Facebook for Your Non-ProfitWhat the heck is Edgerank? Edgerank is an algorithm that determines whether a specific Page story will appear in the Newfeed of a specific fan. It ranks your content, not your Facebook Page.
  13. How to Create an Epic Presence on Facebook for Your Non-ProfitWhat the heck is Edgerank?Three factors that determine Edgerank:(1)Relationship between user and story(2)How people talk about that story(3)How recent the story was published
  14. How to Create an Epic Presence on Facebook for Your Non-ProfitWhat the heck is Edgerank? You win in the Newsfeed when: (1) People increasingly talk about your content (2) You skirt Edgerank with other channels (3) You publish content your community loves (4) You use Promoted Posts wisely (5) You invest time into replying to commenters
  15. How to Create an Epic Presence on Facebook for Your Non-ProfitConfiguring your Page for maximum engagement Let the love in!
  16. How to Create an Epic Presence on Facebook for Your Non-ProfitConfiguring your Page for maximum engagement(1)Posting ability - Allowing users to post increases exposure for your org through virality.(2)Post visibility – If your org has a thriving community of customers, displaying this section on your Page will help amplify your communitys voice on your Facebook Page simply because what they post on your Page will have more visibility.(3)Tagging Ability – This creates viral exposure when people tag their friends(4)Replies - This helps deepen discussions within comments
  17. How to Create an Epic Presence on Facebook for Your Non-ProfitConfiguring your Page for maximum engagement
  18. How to Create an Epic Presence on Facebook for Your Non-ProfitWhen to post content
  19. How to Create an Epic Presence on Facebook for Your Non-ProfitWhen to post contentBuddymedia found a20% higher rate ofengagement for theseposts published in themornings and evenings.
  20. How to Create an Epic Presence on Facebook for Your Non-ProfitWhen to post contentHubSpot found that8pm is best forcomments and likes,6pm for shares
  21. How to Create an Epic Presence on Facebook for Your Non-ProfitWhen to post contentConfirm this withyour Page Insights!
  22. How to Create an Epic Presence on Facebook for Your Non-ProfitWhen to post contentConfirm this withyour Page Insights!
  23. How to Create an Epic Presence on Facebook for Your Non-ProfitWhen to post content
  24. How to Create an Epic Presence on Facebook for Your Non-ProfitWhen to post content
  25. How to Create an Epic Presence on Facebook for Your Non-ProfitWhen to post contentYou can also use PostPlanner which has additional scheduling features.
  26. How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photos
  27. How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photos Images speak directly with the Limbic system, which is also the seat of action.
  28. How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photos Images also capture more phyical space in the newsfeed
  29. How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photos Only post photos with a story!
  30. How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photos Use emotions and conditions
  31. How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photos Drive more traffic with photos
  32. How to Create an Epic Presence on Facebook for Your Non-ProfitPosting photos Create more exposure for your top photosPost images on Pinterest that link backto your Facebook photos
  33. How to Create an Epic Presence on Facebook for Your Non-ProfitPosting text updates
  34. How to Create an Epic Presence on Facebook for Your Non-ProfitPosting text updates Comment rates on questions are more than double comments on non-question updates!
  35. How to Create an Epic Presence on Facebook for Your Non-ProfitPosting text updates
  36. How to Create an Epic Presence on Facebook for Your Non-ProfitPosting text updates •Specificity wins! •Relevance wins! •Preference questions •Choice questions •“Yes” or “No” •Fill in the blank_____.
  37. How to Create an Epic Presence on Facebook for Your Non-ProfitPosting text updates
  38. How to Create an Epic Presence on Facebook for Your Non-ProfitBut can you actually raise money?
  39. How to Create an Epic Presence on Facebook for Your Non-ProfitBut can you actually raise money? . . ?
  40. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? A Handshake is not the best tool to collect money
  41. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? Facebook is relational, not transactional
  42. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? Facebook is about long-term relationships with supports
  43. How to Create an Epic Presence on Facebook for Your Non-Profit Share their donation on Facebook Donate for the first time via emailThis is whereviral reach iscreated Advocate and/or join your email list ity Continue engaging and like your Page fin af nd ta us Like, comment on, and share your updates Tr Become aware of your cause when friends talk about your Page
  44. FirstCreate an Epic Presence on Facebook for Your Non-Profit How to some numbers...But can you actually raise money? Email acquisition and advocacy are the best ways to find new donors on Facebook
  45. How to Create an Epic Presence on Facebook for Your Non-ProfitTarget donor segments with Facebook ads
  46. How to Create an Epic Presence on Facebook for Your Non-ProfitTarget donor segments with Facebook ads A relatively new Facebook ad feature allows you to:➡Reach lapsed donors.➡Push unique post content based on donor levels.➡Target donor segments with project-specific content.➡Target Facebook users who are similar to your specific segments➡Get your core supporters amped up with action-based messaging.
  47. How to Create an Epic Presence on Facebook for Your Non-ProfitTarget donor segments with Facebook ads Video Tutorial: http://zmb.me/TargetDonorsFacebook
  48. How to Create an Epic Presence on Facebook for Your Non-ProfitTarget donor segments with Facebook ads Video Tutorial: http://zmb.me/TargetDonorsFacebook
  49. How to Create an Epic Presence on Facebook for Your Non-ProfitQuestions?
  50. How to Create an Epic Presence on Facebook for Your Non-ProfitAbout John:Founder of Inbound Zombie - a non-profit social mediaconsultancy in Cambridge, MACo-Founder of SocialBrite and Social Media Fundraising ClubSpeaker: Nonprofit Technology Conference, BlogWorld,TechSoup, NetworkForGood and more...Author: Facebook Marketing for DummiesClients include: Oceana, EpicChange, Share Our Strength,Environmental Defense Fund, Shriners Hospitals for Children,Opportunity Works, Community TechKnowledge, HopeLab,Healthy Babies Project, Scholastic, TechSoup, MarketingProfs,WaterAid America, University of MassachusettsSubscribe to John’s blog for free and get three articles eachweek delivered to your inbox!

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