The document discusses strategies for using Facebook to enhance member engagement for nonprofits, comparing the use of Facebook Groups and Pages. It emphasizes the importance of integrating Facebook marketing with a website to build a strong community and increase visibility. The text also advises on the effective use of content distribution and encourages proper analytics to understand and grow the audience base.

1. Using Facebook to Boost
Member Engagement

2. Using Facebook to Boost Member Engagement
johnhaydon
I) Facebook Groups versus Facebook Pages
II) How to use Facebook Groups to boost member engagement
III) Is Facebook a waste of time?
IV)Don’t build a house on rented land
V) Facebook Page + Website Content = Win
VI)Building a quality Facebook fan base
VII)Building a solid foundation for your website
• Making sure your website is ready
• Adding Facebook plugins to your website
VIII) Next steps and Q&A
What we’ll talk about:

3. Using Facebook to Boost Member Engagement
johnhaydon
I) Facebook Groups versus Facebook Pages

4. johnhaydon
Groups versus Pages

5. Using Facebook to Boost Member Engagement
johnhaydon
I) Facebook Groups versus Facebook Pages
Donda’s House uses a Page to engage supporters and
promote their nonprofit.

6. Using Facebook to Boost Member Engagement
johnhaydon
I) Facebook Groups versus Facebook Pages
Their music students use a Group to stay in touch.

7. Using Facebook to Boost Member Engagement
johnhaydon
I) Facebook Groups versus Facebook Pages
The 411: Facebook Groups versus Facebook Pages
Groups Pages
Strategic Value Connection Marketing
Voice Community Brand
Content Distribution Controlled by members Controlled by algorithm
Privacy Public, Closed, Secret Everything is public
Audience
Admins have control over who
can join
Fans and their friends
Metrics None Facebook Insights
Facebook Ads No Yes

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How to boost member engagement

9. Using Facebook to Boost Member Engagement
johnhaydon
Groups have three privacy options:
Public: Anyone can join or be added or invited by a member
Closed: Anyone can ask to join or be added or invited by a member
Secret: Potential members must be added or invited by a member
II) How to use Groups to Boost member engagement

10. Using Facebook to Boost Member Engagement
johnhaydon
Groups have several communications features:
Events: Members can create events
Files: Members can upload files, and create documents
Timeline: Members can post to a timeline
II) How to use Groups to Boost member engagement

11. Using Facebook to Boost Member Engagement
johnhaydon
Create a closed
Facebook Group
for “super fans”.
II) How to use Groups to Boost member engagement

12. Using Facebook to Boost Member Engagement
johnhaydon
II) How to use Groups to Boost member engagement
Educate
members about
using Groups

13. Using Facebook to Boost Member Engagement
johnhaydon
II) How to use Groups to Boost member engagement
Conduct polls

14. Using Facebook to Boost Member Engagement
johnhaydon
Create a
place that is
useful for
members
II) How to use Groups to Boost member engagement

15. Using Facebook to Boost Member Engagement
johnhaydon
Do not use
Groups to
promote your
nonprofit.
That’s what
Pages are for.
II) How to use Groups to Boost member engagement

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Is Facebook a waste of time?

17. Using Facebook to Boost Member Engagement
johnhaydon
I) Is Facebook a waste of time?

18. Using Facebook to Boost Member Engagement
johnhaydon
Whoa!
I) Is Facebook a waste of time?

19. Using Facebook to Boost Member Engagement
johnhaydon
50% drop in reach
in 5 months!
I) Is Facebook a waste of time?

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Less than six percent?
That’s not true with these pages…

21. Using Facebook to Boost Member Engagement
johnhaydon
50%
reach
I) Is Facebook a waste of time?

22. Using Facebook to Boost Member Engagement
johnhaydon
80%
reach
I) Is Facebook a waste of time?

23. Using Facebook to Boost Member Engagement
johnhaydon
470%
reach
I) Is Facebook a waste of time?

24. Using Facebook to Boost Member Engagement
johnhaydon
Still… reach
has and will
continue to
decline.
I) Is Facebook a waste of time?

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Don’t build your house on rented
land

26. Using Facebook to Boost Member Engagement
johnhaydon
Facebook marketing should not
be limited to your Facebook Page
II) Don’t build a house on rented land

27. Using Facebook to Boost Member Engagement
johnhaydon
Facebook marketing should not
be limited to your Facebook Page
Your website will always be your home base.
II) Don’t build a house on rented land

28. Using Facebook to Boost Member Engagement
johnhaydon
Facebook marketing should not
be limited to your Facebook Page
Social media will always be outposts -
places where your people hang out.
II) Don’t build a house on rented land

29. Using Facebook to Boost Member Engagement
johnhaydon
Facebook marketing should not
be limited to your Facebook Page
And email is where you cultivate interest
and encourage action.
II) Don’t build a house on rented land

30. Using Facebook to Boost Member Engagement
johnhaydon
Remember
earlier when
we talked
about declining
reach?
II) Don’t build a house on rented land

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Facebook + Your Website =
Winning

32. Using Facebook to Boost Member Engagement
johnhaydon
Having a website strategy AND a Page
strategy will increase overall engagement
and reach for your nonprofit.
IV) Facebook Page + Website Content = Win

33. Using Facebook to Boost Member Engagement
johnhaydon
Facebook Page Engaged
Community
IV) Facebook Page + Website Content = Win

34. Using Facebook to Boost Member Engagement
johnhaydon
Engaged
Community
Your website
Increased exposure and engagement with your nonprofit
Facebook Page
IV) Facebook Page + Website Content = Win

35. johnhaydon
Building a quality fan base

36. Using Facebook to Boost Member Engagement
johnhaydon
People don’t use Facebook to connect
with brands or nonprofits
V) Building a quality fan base

37. Using Facebook to Boost Member Engagement
johnhaydon
70% of us trust brand recommendations
from friends, but only 10% trust
messages from those same brands.
- Forrester Research
People don’t trust what you say...
V) Building a quality fan base

38. Using Facebook to Boost Member Engagement
johnhaydon
Your Community
Subscribers
Donors
Volunteers
V) Building a quality fan base

39. Using Facebook to Boost Member Engagement
johnhaydon
Their friends
Your community’s
family, friends and
acquaintances
Your Community
Subscribers
Donors
Volunteers
V) Building a quality fan base

40. Using Facebook to Boost Member Engagement
johnhaydon
Their friends
Your community’s
family, friends and
acquaintances
Your Community
Subscribers
Donors
Volunteers
As you engage your community,
they naturally tell their friends
via likes, comments, and shares.
V) Building a quality fan base

41. Using Facebook to Boost Member Engagement
johnhaydon
Use Facebook Page Insights to research your current fan
base. Visit facebook.com/ads/audience_insights/activity
•Analyze your current fan base
• People engaged
• Women vs Men
• Age
• Location
V) Building a quality fan base

42. Using Facebook to Boost Member Engagement
johnhaydon
•Analyze your current fan base
Use Facebook Graph to research your current fan base. Visit
facebook.com/graphsearch to get started.
V) Building a quality fan base

43. Using Facebook to Boost Member Engagement
johnhaydon
•Analyze your current fan base
Use Facebook Graph to research your current fan base. Visit
facebook.com/graphsearch to get started.
V) Building a quality fan base

44. Using Facebook to Boost Member Engagement
johnhaydon
1)Create a graphic with SMS info for
your page (“text ‘like username’ to
32665”).
2)Give them a compelling reason to
like your page (exclusive content,
answers to questions, etc).
3)Promote graphic at events, or on
Pinterest, Instagram, Twitter, etc.
•Use SMS to build your fan baseV) Building a quality fan base

45. Using Facebook to Boost Member Engagement
johnhaydon
Give awesome content even more love – Facebook allows
you to embed any Page update into your website or blog.
•Embed top Page posts in blog postsV) Building a quality fan base

46. Using Facebook to Boost Member Engagement
johnhaydon
Give awesome content even more love – Facebook allows
you to embed any Page update into your website or blog.
•Embed top Page posts in blog postsV) Building a quality fan base

47. Using Facebook to Boost Member Engagement
johnhaydon
Give awesome content even more love – Facebook allows
you to embed any Page update into your website or blog.
•Embed top Page posts in blog postsV) Building a quality fan base

48. Using Facebook to Boost Member Engagement
johnhaydon
“What you won’t find on our Facebook
Page”
“Join our Facebook discussion next Tuesday ni
“This is why Facebook needs a ‘love’ button”
“Pink has a new color”
•Use email to build your fan baseV) Building a quality fan base

49. Using Facebook to Boost Member Engagement
johnhaydon
Re-post hi-value
photos from your
Page on
Pinterest,
Instagram,
Flickr...
•Use social media to build your fan baseV) Building a quality fan base

50. Using Facebook to Boost Member Engagement
johnhaydon
•Use social media to build your fan baseV) Building a quality fan base

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Building a solid Facebook
foundation for your website

52. Using Facebook to Boost Member Engagement
johnhaydon
V) Building a solid foundation for your website

53. Using Facebook to Boost Member Engagement
johnhaydon
Click here to
use Facebook’s
Debugger
•Debug your website for FacebookV) Building a solid foundation for your website

54. Using Facebook to Boost Member Engagement
johnhaydon
•Facebook’s default image is the
largest one associated with the URL.
•Use images that are at least
1200x627 pixels to generate great
previews of your content on
Facebook - desktop AND mobile.
Aspect ratio for all link images is
1.9:1 (1200 X 627 pixels).
•Optimize images on your websiteV) Building a solid foundation for your website

55. Using Facebook to Boost Member Engagement
johnhaydon
•Use Canva to create beautiful
featured images.
•Template is called “Facebook Ads”
(1200 X 628).
•Optimize images on your websiteV) Building a solid foundation for your website

56. Using Facebook to Boost Member Engagement
johnhaydon
•Add like buttons to content
Every time a Facebook user clicks the like button, the webpage
URL is posted in the newsfeed. Liking = more visitors.
V) Building a solid foundation for your website

57. Using Facebook to Boost Member Engagement
johnhaydon
•Add like buttons to content
1) Visit the like button plugin page.
2) Configure as shown
3) Note preview
4) Click “Get Code”
5) Add code to webpage
V) Building a solid foundation for your website

58. Using Facebook to Boost Member Engagement
johnhaydon
•Add like buttons to content
Check out the WordPress
plugin from Facebook.
Automatically adds the
like button to all posts.
only for WordPress
websites
V) Building a solid foundation for your website

59. Using Facebook to Boost Member Engagement
johnhaydon
•Add like buttons to content
only for WordPress
websites
Check out the WordPress
plugin from Facebook.
Automatically adds the
like button to all posts.
It automatically adds a
like button to posts in
specific categories, or
all blog posts.
V) Building a solid foundation for your website

60. Using Facebook to Boost Member Engagement
johnhaydon
•Add like buttons to content
only for WordPress
websites
Also check out JetPack (https://wordpress.org/plugins/jetpack/)
Automatically adds the like button to all posts.
It also automatically
adds like buttons, but
has a ton of other
social features you can
add to your WordPress
website to posts in
specific categories, or
all blog posts.
V) Building a solid foundation for your website

61. Using Facebook to Boost Member Engagement
johnhaydon
1) Visit Google
Analytics
2) Click on
Acquisition
3) Click on Social
4) Drill down into
Facebook
•Track website visitors from FacebookV) Building a solid foundation for your website

62. Using Facebook to Boost Member Engagement
johnhaydon
Free weekly training:
Hump Day Coffee Break
johnhaydon.com/hdcb

63. Using Facebook to Boost Member Engagement
johnhaydon
Q&
A

64. Using Facebook to Boost Member Engagement
johnhaydon
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing
and online fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media
Examiner
Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits,
Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace,
Chronicle of Philanthropy, NetworkForGood and various local Chamber of
Commerce.
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 Foundation.