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  1. 1. Facebook Ads for Prospect Identification October 2014
  2. 2. Social Donor Management
  3. 3. Brown University Wanted to Inform Alumni About A New Partnership That Would Grant All Alumni FREE Access to Rosetta Stone…
  4. 4. So the BAA sent an e-mail to their entire alumni population….
  5. 5. But They Also Posted The News On The BAA Facebook Page…
  6. 6. But On Average Fewer Than 5% of Facebook Fans See Each Post. That’s Called “Organic Reach”, And It’s Declining.
  7. 7. So For Every 1,000 Fans, You Might Only Reach 20 People…
  8. 8. Unless You Pay To Boost Your Post.
  9. 9. If You Don’t Boost Your Posts, You Won’t Reach Your Audience…
  10. 10. It Would Be Like Sending Mail To Your Constituents Without Stamps…
  11. 11. So We Spent $60 To Boost This Post. And Here’s What Happened…
  12. 12. We Generated Nearly 500 More “Likes” 88 564 600 500 400 300 200 100 0 Likes Before After
  13. 13. We Generated 2.9x More “Shares” 31 89 100 80 60 40 20 0 Shares Before After
  14. 14. We Received 21 Comments 0 21 25 20 15 10 5 0 Comments Before After
  15. 15. And People Were Very Excited…
  16. 16. We Reached 20,000 More People… For Less Than A Penny Per Person Reach 7,064 28,304 30,000 25,000 20,000 15,000 10,000 5,000 0 Before After
  17. 17. And Over 700 More Alumni Clicked The Link For Rosetta Stone Link Clicks 356 1050 1200 1000 800 600 400 200 0 Before After
  18. 18. For Only $60!
  19. 19. The People Who Engaged With This Post Have Given Nearly $1 Million…
  20. 20. Including 14 Rated Prospects…
  21. 21. And Over 100 Lapsed Donors…
  22. 22. That’s Social Donor Management.
  23. 23. Free Facebook Fan Analysis GET.EVERTRUE.COM/FBLIKES

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