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Facebook Success • 7 Cheat Codes for Nonprofits
Facebook Success • 7 Cheat Codes for Nonprofits
CHEAT CODES: Employed when a video
game player uses non-standard
methods for creating an advantage
beyond normal gameplay.
Facebook Success • 7 Cheat Codes for Nonprofits
What we’re going to discuss
AGENDA
• Primer: The game changed. Do you know the rules?
• Cheat code #1: Fruit on the ground
• Cheat code #2: Hacking photos
• Cheat code #3: Hacking text updates
• Cheat code #4: Hacking promoted posts
• Cheat code #5: Hacking ads
• Cheat code #6: Hacking fundraising
• Cheat code #7: Hacking analytics
RISK-REWARD CHALLENGE:
Post this update on your Page for a chance to win a free copy of
Facebook Marketing for Dummies:
“POLL QUESTION: How could we be more useful on
Facebook?
A ) Publish more content that’s useful and relevant to YOU
B ) Publish news items about the organization
C ) Be more responsive to your questions”
Facebook Success • 7 Cheat Codes for Nonprofits
You don’t learn if you don’t do.
The game changed.
Do you know the rules?
Facebook Success • 7 Cheat Codes for Nonprofits
70% of us trust brand recommendations
from friends, but only 10% trust
messages from those same brands.-
Forrester Research
Facebook Success • 7 Cheat Codes for Nonprofits
Word of mouth is the best persuasion.
Facebook Success • 7 Cheat Codes for Nonprofits
Word of mouth is the best persuasion.
Facebook Success • 7 Cheat Codes for Nonprofits
The secret to Facebook is getting your
customers to talk about you (your
service, products, cause).
It’s not you talking about your business.
Word of mouth is the best persuasion.
Facebook Success • 7 Cheat Codes for Nonprofits
Your customers’ friends are your competition.
Facebook Success • 7 Cheat Codes for Nonprofits
Who’s this cranky looking dude?
Facebook Success • 7 Cheat Codes for Nonprofits
Who’s this cranky looking dude?
Edgerank!
Facebook Success • 7 Cheat Codes for Nonprofits
Facebook’s algorithm determines
whether a specific update will
appear in the Newsfeed of a
specific fan, or not.
What is the News Feed Algorithm, and why should I care?
Facebook’s algorithm determines
whether a specific Page story will
appear in the Newfeed of a specific fan.
(It ranks your content, not your Facebook Page)
Facebook Success • 7 Cheat Codes for Nonprofits
What is the News Feed Algorithm, and why should I care?
Four factors that determine whether your fan sees your Page update:
Relationship between fan and update
Facebook Success • 7 Cheat Codes for Nonprofits
What is the News Feed Algorithm, and why should I care?
Four factors that determine whether your fan sees your Page update:
Relationship between fan and update
How fans talk about that update (likes, comments, shares)
Facebook Success • 7 Cheat Codes for Nonprofits
What is the News Feed Algorithm, and why should I care?
Four factors that determine whether your fan sees your Page update:
Relationship between fan and update
How fans talk about that update (likes, comments, shares)
How recently the update was published
Facebook Success • 7 Cheat Codes for Nonprofits
What is the News Feed Algorithm, and why should I care?
Four factors that determine whether your fan sees your Page update:
Relationship between fan and update
How fans talk about that update (likes, comments, shares)
How recently the update was published
How many negative comments the update received
Facebook Success • 7 Cheat Codes for Nonprofits
What is the News Feed Algorithm, and why should I care?
The game changed. Do you know the rules?
Facebook Success • 7 Cheat Codes for Nonprofits
We want to be better at
Facebooking. Where do we start?
Facebook Success • 7 Cheat Codes for Nonprofits
#1: Start with
people in your
database!
Your Community
Subscribers
Donors
Volunteers
Customers
The game changed. Do you know the rules?
Facebook Success • 7 Cheat Codes for Nonprofits
Your Network
Your community’s
family, friends and
acquaintances
#2: Create content
they want to share
with their friends!
The game changed. Do you know the rules?
Cheat code #1:
Fruit on the ground
Facebook Success • 7 Cheat Codes for Nonprofits
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #1: Fruit on the ground
Cheat code #2:
Hacking photos
Facebook Success • 7 Cheat Codes for Nonprofits
Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #2: Hacking photos
Top emotions behind sharing:
Anger
Awe
Anxiety
Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #2: Hacking photos
Images also
capture more
phyical space in
the newsfeed.
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #2: Hacking photos
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #2: Hacking photos
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #2: Hacking photos
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #2: Hacking photos
Cheat code #3:
Hacking text updates
Facebook Success • 7 Cheat Codes for Nonprofits
Comment rates on questions are more than double comments
on non-question updates!
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #3: Hacking text updates
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #3: Hacking text updates
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #3: Hacking text updates
Closed questions
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #3: Hacking text updates
Closed questions take advantage
of the brain’s built-in auto
complete feature.
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #3: Hacking text updates
Five ways to ask effective questions on Facebook:
1)Be super specific
2)Be super relevant
3)Ask preference questions
4)Ask multiple choice questions
5)Ask “yes” or “no” questionsFill
in the blank_____.
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #3: Hacking text updates
Cheat code #4:
Hacking promoted posts
Facebook Success • 7 Cheat Codes for Nonprofits
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.
1
Facebook Success • 7 Cheat Codes for Nonprofits
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.
1
Engagement rate
essentially measures
content quality
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #4: Hacking promoted posts
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.
2
Cheat code #4: Hacking promoted posts
Promote only to fans
You increase the likelyhood of negative comments
by promoting to friends of fans. Consider deleting
this ad in the campaign.
3
https://www.facebook.com/ads/manage/campaigns/
Cheat code #4: Hacking promoted posts
Promote only to fans
You increase the likelyhood of negative comments
by promoting to friends of fans. Consider deleting
this ad in the campaign.
3
https://www.facebook.com/ads/manage/campaigns/
Cheat code #4: Hacking promoted posts
Cheat code #5:
Hacking ads
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #5: Hacking ads
Facebook Success • 7 Cheat Codes for Nonprofits
Target your communityPoach other pages
Cheat code #5: Hacking ads
Facebook Success • 7 Cheat Codes for Nonprofits
Target your community
Cheat code #5: Hacking ads
Facebook Success • 7 Cheat Codes for Nonprofits
Target your community
http://youtu.be/aBZLoLAQ4nY
Cheat code #6:
Hacking fundraising
Facebook Success • 7 Cheat Codes for Nonprofits
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
.
.
?
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
A Handshake is not the best
tool to collect money
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
Facebook Success • 7 Cheat Codes for Nonprofits
Facebook is relational, not
transactional
Cheat code #6: Hacking fundraising
Become aware of your cause when friends talk about your Page
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
Become aware of your cause when friends talk about your Page
Like,comment on,and share your updates
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
Become aware of your cause when friends talk about your Page
Like,comment on,and share your updates
Continue engaging and like your Page
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
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
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
Become aware of your cause when friends talk about your Page
Like,comment on,and share your updates
Continue engaging and like your Page
Advocate and/or join your e-mail list
This is where
viral reach is
created
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
Become aware of your cause when friends talk about your Page
Like,comment on,and share your updates
Continue engaging and like your Page
Advocate and/or join your e-mail list
This is where
viral reach is
created
Facebook Success • 7 Cheat Codes for Nonprofits
E-mail acquisition!
Cheat code #6: Hacking fundraising
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
Donate for the first time via e-mail
Facebook Success • 7 Cheat Codes for Nonprofits
Advocate and/or join your e-mail list
Cheat code #6: Hacking fundraising
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
Share their donation
on Facebook
Donate for the first time via e-mail
Facebook Success • 7 Cheat Codes for Nonprofits
Advocate and/or join your e-mail list
Cheat code #6: Hacking fundraising
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
Share their donation
on Facebook
Donate for the first time via e-mail
Facebook Success • 7 Cheat Codes for Nonprofits
Advocate and/or join your e-mail list
Cheat code #6: Hacking fundraising
Become aware of your cause when friends talk about your Page
Like,comment on,and share your updates
Continue engaging and like your Page
Trust and
affinity
This is where
viral reach is
created
Share their donation
on Facebook
Facebook Success • 7 Cheat Codes for Nonprofits
Donate for the first time via e-mail
Advocate and/or join your e-mail list
Cheat code #6: Hacking fundraising
E-mail acquisition and
advocacy are a better
way to find new donors
on Facebook
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
Free webinar:
Seven Powerful Ways to Build
Your E-mail List With Facebook
Sign up here:
http://zmb.me/FBEMAILWB
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #6: Hacking fundraising
Cheat code #7:
Hacking analytics
Facebook Success • 7 Cheat Codes for Nonprofits
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #7: Hacking analytics
The most essential metric
Facebook Success • 7 Cheat Codes for Nonprofits
The game changed. Do you know the rules?
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 metric
Engagement rate essentially measures content
quality
Facebook Success • 7 Cheat Codes for Nonprofits
Cheat code #7: Hacking analytics
Facebook Success • 7 Cheat Codes for Nonprofits
#Bonus: Create an interest list of awesome Pages
Facebook Success • 7 Cheat Codes for Nonprofits
#Bonus: Follow this Pinterest Board
http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/
How to get more
Subscribe to my blog
Like the Nonprofit Facebook Page
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.
Facebook Success • 7 Cheat Codes for Nonprofits
About John

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Facebook success: 7 Cheat Codes for Nonprofits

  • 1. Facebook Success • 7 Cheat Codes for Nonprofits
  • 2. Facebook Success • 7 Cheat Codes for Nonprofits CHEAT CODES: Employed when a video game player uses non-standard methods for creating an advantage beyond normal gameplay.
  • 3. Facebook Success • 7 Cheat Codes for Nonprofits What we’re going to discuss AGENDA • Primer: The game changed. Do you know the rules? • Cheat code #1: Fruit on the ground • Cheat code #2: Hacking photos • Cheat code #3: Hacking text updates • Cheat code #4: Hacking promoted posts • Cheat code #5: Hacking ads • Cheat code #6: Hacking fundraising • Cheat code #7: Hacking analytics
  • 4. RISK-REWARD CHALLENGE: Post this update on your Page for a chance to win a free copy of Facebook Marketing for Dummies: “POLL QUESTION: How could we be more useful on Facebook? A ) Publish more content that’s useful and relevant to YOU B ) Publish news items about the organization C ) Be more responsive to your questions” Facebook Success • 7 Cheat Codes for Nonprofits You don’t learn if you don’t do.
  • 5. The game changed. Do you know the rules? Facebook Success • 7 Cheat Codes for Nonprofits
  • 6. 70% of us trust brand recommendations from friends, but only 10% trust messages from those same brands.- Forrester Research Facebook Success • 7 Cheat Codes for Nonprofits Word of mouth is the best persuasion.
  • 7. Facebook Success • 7 Cheat Codes for Nonprofits Word of mouth is the best persuasion.
  • 8. Facebook Success • 7 Cheat Codes for Nonprofits The secret to Facebook is getting your customers to talk about you (your service, products, cause). It’s not you talking about your business. Word of mouth is the best persuasion.
  • 9. Facebook Success • 7 Cheat Codes for Nonprofits Your customers’ friends are your competition.
  • 10. Facebook Success • 7 Cheat Codes for Nonprofits Who’s this cranky looking dude?
  • 11. Facebook Success • 7 Cheat Codes for Nonprofits Who’s this cranky looking dude? Edgerank!
  • 12. Facebook Success • 7 Cheat Codes for Nonprofits Facebook’s algorithm determines whether a specific update will appear in the Newsfeed of a specific fan, or not. What is the News Feed Algorithm, and why should I care?
  • 13. Facebook’s algorithm determines whether a specific Page story will appear in the Newfeed of a specific fan. (It ranks your content, not your Facebook Page) Facebook Success • 7 Cheat Codes for Nonprofits What is the News Feed Algorithm, and why should I care?
  • 14. Four factors that determine whether your fan sees your Page update: Relationship between fan and update Facebook Success • 7 Cheat Codes for Nonprofits What is the News Feed Algorithm, and why should I care?
  • 15. Four factors that determine whether your fan sees your Page update: Relationship between fan and update How fans talk about that update (likes, comments, shares) Facebook Success • 7 Cheat Codes for Nonprofits What is the News Feed Algorithm, and why should I care?
  • 16. Four factors that determine whether your fan sees your Page update: Relationship between fan and update How fans talk about that update (likes, comments, shares) How recently the update was published Facebook Success • 7 Cheat Codes for Nonprofits What is the News Feed Algorithm, and why should I care?
  • 17. Four factors that determine whether your fan sees your Page update: Relationship between fan and update How fans talk about that update (likes, comments, shares) How recently the update was published How many negative comments the update received Facebook Success • 7 Cheat Codes for Nonprofits What is the News Feed Algorithm, and why should I care?
  • 18. The game changed. Do you know the rules? Facebook Success • 7 Cheat Codes for Nonprofits We want to be better at Facebooking. Where do we start?
  • 19. Facebook Success • 7 Cheat Codes for Nonprofits #1: Start with people in your database! Your Community Subscribers Donors Volunteers Customers The game changed. Do you know the rules?
  • 20. Facebook Success • 7 Cheat Codes for Nonprofits Your Network Your community’s family, friends and acquaintances #2: Create content they want to share with their friends! The game changed. Do you know the rules?
  • 21. Cheat code #1: Fruit on the ground Facebook Success • 7 Cheat Codes for Nonprofits
  • 22. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #1: Fruit on the ground
  • 23. Cheat code #2: Hacking photos Facebook Success • 7 Cheat Codes for Nonprofits
  • 24. Images speak directly with the Limbic system, the seat of emotion and action. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  • 25. Top emotions behind sharing: Anger Awe Anxiety Images speak directly with the Limbic system, the seat of emotion and action. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  • 26. Images also capture more phyical space in the newsfeed. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  • 27. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  • 28. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  • 29. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #2: Hacking photos
  • 30. Cheat code #3: Hacking text updates Facebook Success • 7 Cheat Codes for Nonprofits
  • 31. Comment rates on questions are more than double comments on non-question updates! Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates
  • 32. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates
  • 33. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates Closed questions
  • 34. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates Closed questions take advantage of the brain’s built-in auto complete feature.
  • 35. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates Five ways to ask effective questions on Facebook: 1)Be super specific 2)Be super relevant 3)Ask preference questions 4)Ask multiple choice questions 5)Ask “yes” or “no” questionsFill in the blank_____.
  • 36. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #3: Hacking text updates
  • 37. Cheat code #4: Hacking promoted posts Facebook Success • 7 Cheat Codes for Nonprofits
  • 38. 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. 1 Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #4: Hacking promoted posts
  • 39. 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. 1 Engagement rate essentially measures content quality Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #4: Hacking promoted posts
  • 40. 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. 2 Cheat code #4: Hacking promoted posts
  • 41. Promote only to fans You increase the likelyhood of negative comments by promoting to friends of fans. Consider deleting this ad in the campaign. 3 https://www.facebook.com/ads/manage/campaigns/ Cheat code #4: Hacking promoted posts
  • 42. Promote only to fans You increase the likelyhood of negative comments by promoting to friends of fans. Consider deleting this ad in the campaign. 3 https://www.facebook.com/ads/manage/campaigns/ Cheat code #4: Hacking promoted posts
  • 43. Cheat code #5: Hacking ads Facebook Success • 7 Cheat Codes for Nonprofits
  • 44. Cheat code #5: Hacking ads Facebook Success • 7 Cheat Codes for Nonprofits Target your communityPoach other pages
  • 45. Cheat code #5: Hacking ads Facebook Success • 7 Cheat Codes for Nonprofits Target your community
  • 46. Cheat code #5: Hacking ads Facebook Success • 7 Cheat Codes for Nonprofits Target your community http://youtu.be/aBZLoLAQ4nY
  • 47. Cheat code #6: Hacking fundraising Facebook Success • 7 Cheat Codes for Nonprofits
  • 48. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 49. . . ? Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 50. A Handshake is not the best tool to collect money Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 51. Facebook Success • 7 Cheat Codes for Nonprofits Facebook is relational, not transactional Cheat code #6: Hacking fundraising
  • 52. Become aware of your cause when friends talk about your Page Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 53. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 54. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Continue engaging and like your Page Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 55. 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 Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 56. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Continue engaging and like your Page Advocate and/or join your e-mail list This is where viral reach is created Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 57. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Continue engaging and like your Page Advocate and/or join your e-mail list This is where viral reach is created Facebook Success • 7 Cheat Codes for Nonprofits E-mail acquisition! Cheat code #6: Hacking fundraising
  • 58. 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 Donate for the first time via e-mail Facebook Success • 7 Cheat Codes for Nonprofits Advocate and/or join your e-mail list Cheat code #6: Hacking fundraising
  • 59. 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 Share their donation on Facebook Donate for the first time via e-mail Facebook Success • 7 Cheat Codes for Nonprofits Advocate and/or join your e-mail list Cheat code #6: Hacking fundraising
  • 60. 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 Share their donation on Facebook Donate for the first time via e-mail Facebook Success • 7 Cheat Codes for Nonprofits Advocate and/or join your e-mail list Cheat code #6: Hacking fundraising
  • 61. Become aware of your cause when friends talk about your Page Like,comment on,and share your updates Continue engaging and like your Page Trust and affinity This is where viral reach is created Share their donation on Facebook Facebook Success • 7 Cheat Codes for Nonprofits Donate for the first time via e-mail Advocate and/or join your e-mail list Cheat code #6: Hacking fundraising
  • 62. E-mail acquisition and advocacy are a better way to find new donors on Facebook Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 63. Free webinar: Seven Powerful Ways to Build Your E-mail List With Facebook Sign up here: http://zmb.me/FBEMAILWB Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #6: Hacking fundraising
  • 64. Cheat code #7: Hacking analytics Facebook Success • 7 Cheat Codes for Nonprofits
  • 65. Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #7: Hacking analytics The most essential metric
  • 66. Facebook Success • 7 Cheat Codes for Nonprofits The game changed. Do you know the rules? 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 metric
  • 67. Engagement rate essentially measures content quality Facebook Success • 7 Cheat Codes for Nonprofits Cheat code #7: Hacking analytics
  • 68. Facebook Success • 7 Cheat Codes for Nonprofits #Bonus: Create an interest list of awesome Pages
  • 69. Facebook Success • 7 Cheat Codes for Nonprofits #Bonus: Follow this Pinterest Board http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/
  • 70. How to get more Subscribe to my blog Like the Nonprofit Facebook Page
  • 71. 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. Facebook Success • 7 Cheat Codes for Nonprofits About John