how to create an epic presence on facebook for your nonprofit

How to Create an Epic Presence on Facebook for Your Non-Profit

How to Create an Epic

Presence on Facebook for

Your Non-Profit

• The three most important pillars of your content strategy

• Three shocking facts about every Facebook Page

• Edgerank defined and why you should care

• What time and how often to post content

• How to post links in a Page story

• How to use photos to spark engagement

• How to use questions to spark conversations

• What about raising money?

What we’ll be talking about today...

First some numbers...

• 970 million active users (as of September 2012)

• 69% of people online in the United States use Facebook

• 50% of active users log in daily

• Average user is connected to 80 pages, groups and events

• 250 million photos are uploaded per day

• 2.7 billion likes and comments per day

• 550 million users access Facebook through mobile devices

• 89% of nonprofits have a Facebook Page

Three pillars of a content strategy

Your brand is the essential feeling people get from their interactions with you.

Articulate and refine, refine and articulate!

Audience

Your Audience is the various different people you reach (or are trying to reach).

Audience

Articulate and refine, refine and articulate!

Your Audience is the various different people you reach (or are trying to reach).

Messagebrand Audience

Your Message is the two-way discussion you have with your audience.

Listen, Articulate, refine, repeat.

Messagebrand Audience

MessageBrand Audience

And now, the shocking truth...

(1) Non-fans can comment on your Page updates

(2) 84% of your fans don't get your content in their newsfeed!

(3) Less than 5% of your Facebook Page fans visit your Facebook Page!

What the heck is Edgerank?

Edgerank is Facebook’s algorithm that determines whether a specific Page story

will appear in the Newfeed of a specific fan.

It ranks your content, not your Facebook Page.

Three factors that determine Edgerank:

(1)Relationship between user and story(2)How people talk about that story(3)How recent the story was published

Let the love in!

Configure your page for engagement

Posting ability - Allowing users to post increases exposure for your org through virality.

Post visibility – If your org has a thriving community of customers, displaying this section on

your Page will help amplify your community's voice on your Facebook Page simply because

what they post on your Page will have more visibility.

Tagging Ability – This creates viral exposure when people tag their friends

Moderation and Profanity Blocklists - This helps mitigate any possible negative effects

from openning up posting abilities.

Know the best time of day to post

Buddymedia found a 20% higher rate of engagement for these posts published in the mornings and evenings.

Confirm this with your Page Insights.

Know how many times per day to post

4-6 posts per day

Know how many times per day to post

Ok, but what do we post?

The best way to post links

Don’t shorten URLs!

http://bit.ly/ClickatYourOwnRisk

If you need to schedule posts, use PostPlanner

Make sure the article stands out!Edit the title, description and preview picture

the best way to post Photos

Make sure that they’re at least 846 x 403 pixels (iPhone photos are 1936 x 2592).

Use Reddit, Pinterest and Digg to curate awesome images.

One aspect of viral content is allowing users to make it their own.

Game Edgerank by posting photos from blog posts instead of just posting a link.

Post images on Pinterest that link back to your Facebook photos

And don’t forget cover photos for your fans!

What about pinning and highlighting?

Pin your top stories from the previous week

Pinning and Highlighting

Highlight stories with photos to break up the visual spacing of your Timeline

When you highlight, reposition photos

Ok... What about just regular text updates?

Post short updates

Less than 80 characters is best

Post Questions

Comment rate more than doubles!

Use updates as simple poll questions

This gives your fans the freedom on commenting!

Try using Unusual Characters or Bolding at the beginning

This creates a purple cow

This is a great way to nuture peer relationships!

Share posts from other Pages

Make this easy to manage by liking other Pages as a Page

Share posts from other Pages

Always confirm your gut

Use Insights

But can you actually raise money?

First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit

First some numbers...

A Handshake is not the best toolto collectmoney

✓Facebook creates awareness for your campaign

✓Facebook helps begin relationships with donors

✓Facebook helps nurture relationships with donors

✓Facebook allows core supporters to share your campaign

✓Facebook helps trend your campaign

✓Facebook helps you report outcomes

✓Facebook helps you stay in touch

✓And yes, Facebook can help you collect donations

Facebook is about long-term compounded growth.

Become aware of your cause when friends talk about your Page

Like, comment on, and share your updates

Like your Page

Advocate and/or join your email list

Donate for the first time via email

Trust and affi

Email acquisition and advocacy are the best

ways to find new donors on Facebook

The [organization] now has a more powerful way for you to connect with us on Facebook.

We’ve created a new Facebook Page designed to better serve the population of those affected by [disease they focus on]. The address is http://facebook.com/[customURL].

What can you expect by connecting with us on Facebook?

• You’ll find information related to [disease] support

• You’ll find information related to [disease] awareness and research

• You’ll be able to start and join discussions on a variety of topics

• You’ll be the first to hear about events in your geographic area

• And finally, you’ll join a community who share commons experiences with [disease]

So please join us at our new page and invite your friends to join -> http://facebook.com/[customURL]

And thanks!

ple te

Subject lines are everything

“What you won’t find on our Facebook Page”

“Join our Facebook discussion next Tuesday night”

“This is why Facebook needs a ‘love’ button”

Wow...I learned a lot today...

Who is John Haydon?

Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA

Co-Founder of SocialBrite and 501 Mission Place

Speaker: Nonprofit Technology Conference, BlogWorld, TechSoup, NetworkForGood and more...

Author: Facebook Marketing for Dummies

Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Opportunity Works, Community TechKnowledge, HopeLab, Healthy Babies Project, Scholastic, TechSoup, MarketingProfs, WaterAid America, University of Massachusetts

Subscribe to John’s blog for free and get three articles each week delivered to your inbox!

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