Facebook has become one of the most important channels for engaging supporters online. Learn about specific tools, strategies and tactics to reach new supporters, deepen relationships with existing fans, and capture data so you can engage people off Facebook as well. This session is for the Facebook and social media page manager interested in list growth, supporter engagement and online funder cultivation. Attendees will walk away with: 1) Strategies for list building and supporter engagement on Facebook; 2) Access to free tools for assessing the performance of your Facebook page; 3) Recommendations for improvement based on your page’s current size and engagement score; 4) Insights into which of Facebook advertising options have been proving most cost effective. Hashtag for this is discussion was: #14NTCFB Speaker was Drew Bernard from ActionSprout.com This is a version of the slides that includes the builds so people can actually read all of the content on the slides with images that overlay the text.

1. Drew Bernard - ActionSprout
Mark Giangreco - DGA
Alan Rosenblatt, Ph.D. Turner 4D
Beth Becker - Indigo Strategies
John Haydon - Inbound Zombie
Sarah Burris - ActionSprout
Facebook Strategy: Finding You
Supporters Among Your Fans
!
#14NTCFB

2. LESSONS COURTESY OF:!
JOHN HAYDON!
www.ActionSprout.com!
www.turner4d.com!
www.democraticgovernors.org!
www.johnhaydon.com!
http://indigostrategies.com/!
www.sierraclub.org!

3. 1.The State of Facebook
2.TheThree Goals, Prioritized
3. PrioritizeYour work

4. IT’S ATHANG
• 1.23B Active Monthly Users
!
• 57% of American Adults
• 73% USYouth (12 – 17)
!
• 20 Minutes PerVisit
!
• 338 Friends
!
• Like 40+ Pages
STATE OF
FACEBOOK

5. STATE OF
FACEBOOK
FACEBOOK = MOBILE!
• 680M Monthly Mobile Users
!
• 75% Login at Least Once a Day
!
• 60.3% of all mobile sharing
!
• Mobile – 914 minutes a month
(vs. 351 web)
!
• Over 50% of ActionSprout
Actions completed on Mobile

6. STATE OF
FACEBOOK
FACEBOOK = MOBILE!
• 680M Monthly Mobile Users
!
• 75% Login at Least Once a Day
!
• 60.3% of all mobile sharing
!
• Mobile – 914 minutes a month
(vs. 351 web)
!
• Over 50% of ActionSprout
Actions completed on Mobile

7. STATE OF
FACEBOOK
FACEBOOK = MOBILE!
• 680M Monthly Mobile Users
!
• 75% Login at Least Once a Day
!
• 60.3% of all mobile sharing
!
• Mobile – 914 minutes a month
(vs. 351 web)
!
• Over 50% of ActionSprout
Actions completed on Mobile

8. STATE OF
FACEBOOK
FACEBOOK = MOBILE!
• 680M Monthly Mobile Users
!
• 75% Login at Least Once a Day
!
• 60.3% of all mobile sharing
!
• Mobile – 914 minutes a month
(vs. 351 web)
!
• Over 50% of ActionSprout
Actions completed on Mobile
Posts under 80
characters get
66% more
engagement

9. NO FREE LUNCH

10. THETHREE GOALS
1. Increase Reach
2. Cultivate Relationships
3. Convert and Capture Supporter

11. REACH = LEVERAGE
REACH

12. REACH = LEVERAGE
What’s a reasonable expectation?
REACH

13. BEWARE OFVANITY METRICS
REACH

14. BEWARE OFVANITY METRICS
REACH

15. Your page is your brand.
!
Your website inside
Facebook.
REACH
People only visit your page when driven there

16. (Facebook only delivers your content to 15% of your fans)
It’s All
AboutThe
Newsfeed!!
REACH

17. Your Fans are
Your Amplifier
No Fan Engagement = No Reach
REACH

18. CONTENT IS KING
ContentThat ServesYour Goals
REACH

19. REACH
20%
unique
content,
80%
recycled
high-­‐performing
content

20. REACH
20%
unique
content,
80%
recycled
high-­‐performing
content

21. 80% PROVENVIRAL
REACH

22. 80% PROVENVIRAL
Re-Use
Post content again that is working well on your own page
REACH

23. 80% PROVENVIRAL
Re-Use
Post content again that is working well on your own page
REACH

24. 80% PROVENVIRAL
Re-Use
Post content again that is working well on your own page
REACH

25. 80% PROVENVIRAL
Re-Use
Post content again that is working well on your own page
REACH

26. 80% PROVENVIRAL
Re-Use
Post content again that is working well on your own page
Borrow
Adapt other pages high performing content to fit your
unique message
REACH

27. 80% PROVENVIRAL
Re-Use
Post content again that is working well on your own page
Borrow
Adapt other pages high performing content to fit your
unique message
Flatter
Re-post content that is performing well on similar pages
REACH

28. 80% PROVENVIRAL
Re-Use
Post content again that is working well on your own page
Borrow
Adapt other pages high performing content to fit your
unique message
Flatter
Re-post content that is performing well on similar pages
REACH

29. 80% PROVENVIRAL
Re-Use
Post content again that is working well on your own page
Borrow
Adapt other pages high performing content to fit your
unique message
Flatter
Re-post content that is performing well on similar pages
REACH

30. A LITTLE CHEESE
GOES A LONG WAYS
REACH

31. A LITTLE CHEESE
GOES A LONG WAYS
And it can be good for you,Too!
REACH

32. WOULDYOU SHARE IT?
REACH

33. WOULDYOU SHARE IT?
REACH

34. WOULDYOU SHARE IT?
REACH

35. WOULDYOU SHARE IT?
REACH

36. WOULDYOU SHARE IT?
REACH

37. WOULDYOU SHARE IT?
REACH

38. MAKE IT RELEVANT
REACH

39. TRAINYOUR AUDIENCE
REACH

40. TRAINYOUR AUDIENCE
REACH

41. FINDING OVER-PERFORMING CONTENT
Look
for
content
that
perform
significantly
be?er
than
average,
relates
to
your
work,
and
can
have
a
call
to
acBon
added
to
it
REACH

42. IMAGE POSTS + LINK POST
REACH
Photo Post
Reach: 363,392
Link Post
Reach: 161,690

43. IMAGE POSTS + LINK POST
REACH
Photo Post
Reach: 363,392
Link Post
Reach: 161,690
But Link Posts Often
Convert More People!

44. FB ADS
What’s ROI AreYou After?
REACH
334,000 Reached
!
8,843 Engaged
(2.63%)
(Like, Share, Comment)
!
1,341Took Action
(24%)
(Email, FB UID, Name, etc.)
!
478
Were fans

45. FB ADS
• Retarget Email Supporter
• Lookalike audience
• WebsiteVisitors
• Friends of fans
• Look alike audiences
!
(Reach, Cultivate, CAPTURE!)
REACH

46. CULTIVATE RELATIONSHIPS
Move People up the Ladder of Engagement
“Like if you agree” “Sign the petition”
“Thank…”
“Sign the Card” “Pledge to Help”
“Congratulate”
CULTIVATE
Direct Message Comments

47. LIKE
COMMENT
SHARE
!
&
BEYOND
CULTIVATE
• Design
for
Reach
• CulBvate
RelaBonships
• Captured
Data

48. LESS MONOLOG MORE DIALOG
CULTIVATE

49. LESS MONOLOG MORE DIALOG
Engage Directly… Be Genuine… Be Real
CULTIVATE

50. LESS MONOLOG MORE DIALOG
Engage Directly… Be Genuine… Be Real
1.Ask Questions & Listen
CULTIVATE

51. LESS MONOLOG MORE DIALOG
Engage Directly… Be Genuine… Be Real
1.Ask Questions & Listen
2. Engage In Comment
CULTIVATE

52. LESS MONOLOG MORE DIALOG
Engage Directly… Be Genuine… Be Real
1.Ask Questions & Listen
2. Engage In Comment
3. Direct Message
CULTIVATE

53. LESS MONOLOG MORE DIALOG
Engage Directly… Be Genuine… Be Real
1.Ask Questions & Listen
2. Engage In Comment
3. Direct Message
4. Email
CULTIVATE

54. 197 Engaged
(Like, Share, Comment)
!
79Took Action
(Email, FB UID, Name, etc.)
!
12
Were fans
FACEBOOK APPROPRIATE
ACTIONS
CULTIVATE

55. It’s not the number of people
that matters. It’s how many
support your work!
CONVERT

56. It’s not the number of people
that matters. It’s
support your work!
CONVERT

57. John%
Beth%
Babs%
Shanon%
Jen%
Ben%
Merrick%
Brent%
Yale%
Tony%
Dennis%
CONVERT

58. FINDYOUR DENNIS
Dennis&Tarban&
h,ps://www.facebook.com/dennis.tarban&
Email:&Dennis@tarban.com&
Address:&&2234&SW&18th&Ave.&&
&Columbus,&OH&43202&
Dennis&is&VERY&engaged&with&you&on&Facebook:&
&
When &AcQon & & & & & &Referred&By&
5&months&ago &Stand&with&DemocraQc&Governors & & & &Tony&Sams&
5&months&ago &Sign&the&peQQon&to&support&President&Obama's&student&loan&reform & &No&One&
5&months&ago &Disapprove&of&Rick&Sco, & & & & &No&One &&
5&months&ago &Sign&the&peQQon&to&stop&forced&ultrasounds&in&Wisconsin & & &No&One &&
4&months&ago &Sign&the&peQQon&to&tell&the&Supreme&Court&to&uphold&the&VoQng&Rights&Act& &No&One &&
4&months&ago &Sign&the&peQQon&to&tell&Speaker&Boehner&to&pass&disaster&relief & &No&One &&
4&months&ago &Sign&to&tell&Republican&governors&to&stop&blocking&Obamacare& & &No&One&
4&months&ago &Sign&the&peQQon&to&tell&Congress&to&renew&the&VoQng&Rights&Act & &No&One &&
4&months&ago &Sign&the&peQQon&to&oppose&forced&ultrasounds&in&Wisconsin & &No&One &&
3&months&ago &Sign&the&peQQon&to&tell&Gov.&McCrory&to&stop&the&anQYwoman& & &No&One &
&&
Fan&Status:&Fan&
Social&Reach:&234&
AcQon&Count:&19&
Last&AcQon:&14&days&ago&
CONVERT

59. THE STATE OFYOUR PAGE
Quality and Quantity of…
1. Reach
2. Engagement
3. Conversion
YOUR PAGE

60. BEWARE OFVANITY METRICS
YOUR PAGE

61. BEWARE OFVANITY METRICS
YOUR PAGE

62. IMPACT REQUIRES ACTION!
YOUR PAGE

63. YOUR PAGE
UNDERSTANDINGYOUR
CURRENT SITUATION
• Fan Count
• Number of PeopleTalking
about you
• Post Reach
• Average Engagement per
post
• Engagement Score

64. YOUR PAGE
UNDERSTANDINGYOUR
CURRENT SITUATION
• Fan Count
• Number of PeopleTalking
about you
• Post Reach
• Average Engagement per
post
• Engagement Score

65. YOUR PAGE
UNDERSTANDINGYOUR
CURRENT SITUATION
• Fan Count
• Number of PeopleTalking
about you
• Post Reach
• Average Engagement per
post
• Engagement Score

66. YOUR PAGE
UNDERSTANDINGYOUR
CURRENT SITUATION
• Fan Count
• Number of PeopleTalking
about you
• Post Reach
• Average Engagement per
post
• Engagement Score

67. YOUR PAGE
UNDERSTANDINGYOUR
CURRENT SITUATION
• Fan Count
• Number of PeopleTalking
about you
• Post Reach
• Average Engagement per
post
• Engagement Score

68. SIZE ISN’T EVERYTHING
1149$
$
119#
YOUR PAGE

69. SIZE ISN’T EVERYTHING
148K Fans
1149$
$
119#
YOUR PAGE

70. SIZE ISN’T EVERYTHING
148K Fans 463K Fans
1149$
$
119#
YOUR PAGE

71. SIZE ISN’T EVERYTHING
148K Fans 463K Fans
1149$
$
119#
YOUR PAGE
1,300,000Talking

72. SIZE ISN’T EVERYTHING
148K Fans 463K Fans
1149$
$
119#
YOUR PAGE
1,300,000Talking 62,000Talking

73. SIZE ISN’T EVERYTHING
148K Fans 463K Fans
1149$
$
119#
YOUR PAGE
1,300,000Talking
17K avg engagement
62,000Talking

74. SIZE ISN’T EVERYTHING
148K Fans 463K Fans
1149$
$
119#
YOUR PAGE
1,300,000Talking
17K avg engagement
62,000Talking
5K avg engagement

75. SIZE ISN’T EVERYTHING
148K Fans 463K Fans
1149$
$
119#
11%
YOUR PAGE
1,300,000Talking
17K avg engagement
62,000Talking
5K avg engagement

76. SIZE ISN’T EVERYTHING
148K Fans 463K Fans
1149$
$
119#
11% 1%
YOUR PAGE
1,300,000Talking
17K avg engagement
62,000Talking
5K avg engagement

78. Goal 1:Without Reach,There is No Point!

79. Goal 1:Without Reach,There is No Point!
Goal 2.Without EngagementThere’s No Reach Or Conversion

80. Goal 1:Without Reach,There is No Point!
Goal 2.Without EngagementThere’s No Reach Or Conversion
Goal 3.Without Conversion,There is no Impact

81. What did you think?
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