Facebook Success: 7 Cheat Codes for Nonprofits

Facebook Success • 7 Cheat Codes for Nonprofits

• The game changed. Do you know the rules?
Cheat code #1: Fruit on the ground
• Cheat code #2: Hacking photosCheat code
#3: Hacking text updatesCheat code #4:
Hacking promoted posts
• Cheat code #5: Hacking ads
• Cheat code #6: Hacking fundraising
• Cheat code #7: Hacking analytics
What we’re going to discuss

The game changed.
Do you know the rules?
The game changed.
Do you know the rules?

70% of us trust brand recommendations
from friends, but only 10% trust
messages from those same brands.-
Forrester Research
- Forrester Research
70% of us trust brand recommendations
from friends, but only 10% trust
messages from those same brands.-
Forrester Research
- Forrester Research
The game changed. Do you know the rules?

Friends are always the first
priority on Facebook.
Your nonprofit only matters when
friends talk about you.
Friends are always the first
priority on Facebook.
Your nonprofit only matters when
friends talk about you.

Edgerank!

Edgerank is an algorithm that
determines whether a specific
Page update will appear in the
News Feed of a specific user.
Edgerank is an algorithm that
determines whether a specific
Page update will appear in the
News Feed of a specific user.

Four factors that determine Edgerank:Relationship between user and postHow people talk
about that postHow recently the story was published
Negative comments on posts
Negative comments on posts

You win in the Newsfeed when: People frequently talk about your content
You publish content your community loves
You selectively promote posts with ads
You invest time into replying to commenters
You skirt Edgerank with other channels
You skirt Edgerank with other channels

If friends are the priority,
where do we start?
If friends are the priority,
where do we start?

#1: Start with
people in your
database!
Your Community
Subscribers
Donors
Volunteers

Your Network
Your community’s
family, friends and
acquaintances
#2: Create content
they want to share
with their friends!

Cheat code #1:
Fruit on the ground
Cheat code #1:
Fruit on the ground

Cheat code #1: Fruit on the ground

Cheat code #2:
Hacking photos
Cheat code #2:
Hacking photos

Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Cheat code #2: Hacking photos

Top emotions behind sharing:
Anger
Awe
Anxiety
Top emotions behind sharing:
Anger
Awe
Anxiety
Images speak
directly with the
Limbic system, the
seat of emotion
and action.

Images also
capture more
phyical space in
the newsfeed.

Cheat code #3:
Hacking text updates
Cheat code #3:
Hacking text updates

Comment rates on questions are more than double comments
on non-question updates!
Cheat code #3: Hacking text updates

Closed questionsClosed questions

Closed questions take advantage
of the brain’s built-in auto
complete feature.
Closed questions take advantage
of the brain’s built-in auto
complete feature.

Five ways to ask effective questions on Facebook:
1)Be super specificBe super
relevantAsk preference questionsAsk
multiple choice questionsAsk “yes”
or “no” questionsFill in the
blank_____.
Five ways to ask effective questions on Facebook:
1)Be super specificBe super
relevantAsk preference questionsAsk
multiple choice questionsAsk “yes”
or “no” questionsFill in the
blank_____.

Cheat code #4:
Cheat code #4:

Only Promote Awesome
Remember, with promoted posts, you’re only
paying for reach.
If you publish content that people can’t help
but talk about, it means that your ad dollars
will go further for each promoted post.
11
Cheat code #4: Hacking promoted posts

Only Promote Awesome
Remember, with promoted posts, you’re only
paying for reach.
If you publish content that people can’t help
but talk about, it means that your ad dollars
will go further for each promoted post.
11
Virality essentially
measures content
quality
Virality essentially
measures content
quality

Know Thy Plan
Just because an update goes wildly viral,
doesn’t mean you should spend money to
promote it.
Ask yourself if promoting the post makes
sense in terms of your goals and branding.
22

Promote only to fans
You increase the likelyhood of negative comments
by promoting to friends of fans. Consider deleting
this ad in the campaign.
33
https://www.facebook.com/ads/manage/campaigns/

Cheat code #5:
Hacking ads
Cheat code #5:
Hacking ads

Cheat code #5: Hacking ads
Target your communityTarget your communityPoach other pagesPoach other pages

Target your communityTarget your community

Target your communityTarget your community
http://youtu.be/aBZLoLAQ4nY

Cheat code #6:
Hacking fundraising
Cheat code #6:
Hacking fundraising

Cheat code #6: Hacking fundraising

.
.
?

A Handshake is not the best
tool to collect money

Facebook is relational, not
transactional

Become aware of your cause when friends talk about your Page

Like, comment on, and share your updates

Continue engaging and like your Page

This is where viral
reach is created

Advocate and/or join your e-mail list
This is where viral
reach is created

This is where viral
reach is created
E-mail acquisition!E-mail acquisition!

This is where viral
reach is created
Donate for the first time via e-mail

This is where viral
reach is created
Share their donation on
Facebook

Trust and
affinity
This is where viral
reach is created
Share their donation on
Facebook

E-mail acquisition and
advocacy are a better
way to find new donors
on Facebook
E-mail acquisition and
advocacy are a better
way to find new donors
on Facebook

Free webinar:
Seven Powerful Ways to Build
Your E-mail List With Facebook
Sign up here:
http://zmb.me/FBEMAILWB
Free webinar:
Seven Powerful Ways to Build
Your E-mail List With Facebook
Sign up here:
http://zmb.me/FBEMAILWB

Cheat code #7:
Hacking analytics
Cheat code #7:
Hacking analytics

Cheat code #7: Hacking analytics
The most essential metricThe most essential metric

12 ways people “talk about you” with their Facebook
friends:
1)Like a post from your Page
2)Comment on a post from your Page
3)Share a post from your Page
4)Answer a Question
5)Mention your Page in an update
6)Tag your Page in a photo
7)Tag their friends in a photo you post
8)Like your Page
9)Post an update on your Page
10)RSVP to an event on your Page
11)Check into your Facebook Place
12)Writing a recommendation about your Page
12 ways people “talk about you” with their Facebook
friends:
1)Like a post from your Page
2)Comment on a post from your Page
3)Share a post from your Page
4)Answer a Question
5)Mention your Page in an update
6)Tag your Page in a photo
7)Tag their friends in a photo you post
8)Like your Page
9)Post an update on your Page
10)RSVP to an event on your Page
11)Check into your Facebook Place
12)Writing a recommendation about your Page
The most essential metricThe most essential metric

Virality essentially measures content qualityVirality essentially measures content quality

#Bonus: Create an interest list of awesome Pages

#Bonus: Follow this Pinterest Board
http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/

Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Instructor at Marketing Profs University, SocialMediaFundraisingClub.com and Charityhowto.com
Speaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud’s BBCon, New
Media Expo, TechSoup, GrantSpace, Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood.
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund,
Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup,
WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife
Federation, Razoo, Concord Conservatory.
About John

Facebook Success: 7 Cheat Codes for Nonprofits

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