how charities can succeed on facebook | ed couchman – uk sales manager at faceboo
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How Charities can succeed on Facebook
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Ed CouchmanSales Manager, UK
Global Marketing Solutions
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These connections are happening on a massive scale
1BNPeople on Facebook
+500MFacebook mobile
users
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31M+ active users in the UK
50%+ of those users return daily
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Source: Facebook Internal Data, Oct 2012
Stories shared each month
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People connect with the things they care about
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Non Profits and Charities can use Facebook to match people with causes they care about
• Uses photos of real supporters and questions to keep the page content fresh.
• Last year, they raised $14m through Facebook.
• Mix campaign messages with high quality images.
• Feature fans and supporters on the page.
• Use the page to showcase great social campaigns
• Application allows individual fundraisers and organisations to raise money through Facebook.
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Executing Social Strategies
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A simple framework
INFLUENCE
with your customers the right way through targeted ads
CONNECT
with them through posts and interactions from your Page
ENGAGE
your fans and their friends through stories on desktop and mobile
INFLUENCE
CCONNECT
EENGAGE
Social into the core part of your business, website, and app
INTEGRATE
your fans and their friends through stories on desktop and mobile
INFLUENCE
I
IINTEGRATE
MEASUREMENT & INSIGHTS
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Everything Starts with your Page
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Express your identity…
Profile photo:Use a logo that people associate with your organisation
Cover photo:Use a cover photo that captures the essence of your organisation and showcases campaigns or events
Views and apps:Your photos, events, and custom apps are now easier for people to find
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Find your voice…
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Pinned post:Anchor your most important story to the top of your Page for up to 7 days
Engage your fans…
Composer:Post regularly on your Page to reach your audience and drive engagement
Friend activity:People can see how their friends are engaging with your Page
Direct messaging:Supporters can contact you directly with questions or feedback
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Engage your fans…
Star and hide stories:Highlight important stories and hide stories that aren’t as engaging or relevant
Milestones Set milestones to define your key moments over time.
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• Post at least once per week
• Ask questions
• Keep it fresh, use photos
Programme your page:
Post quality content on a regular basis
•Offer exclusive content
1X
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Discover who is connecting with your organisation by age, gender, and location
Use Insights tool to learn what’s working
Learn what content is most interesting and engaging
Post
Photo
Link
Video
Platform
Post
All Post Types
See who is talking about your organisation in the past month
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Make supporters the stars
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Promote social activity on your page with Ads and Sponsored Stories
Ed Couchman likes UNICEF
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Connect with customers and new audiences
Connect with potential supporters
• Create multiple Facebook Like Ads to connect people to your Page
• Use targeting to tailor your message to the right target audience
• Use clear eye-catching images and strong call to action
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Influence friends of fans
Reach and engage fans
• Feature voice of the organisation or a friend
• Highlight fan interactions with your business
• Appear in the right-hand side or in the news feed on homepage or mobile
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4xmore likely to purchase after seeing an ad
associated with a friend’s name
2xincrease in engagement
when users are shown an ad with a friend’s name in it
68%more likely to remember an ad when associated with a friend’s
name
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Promoted Posts
Step 1: Click on the “Promote”
button
Step 2: Select your budget
and hit “Save”.
Step 3: Your promotion is
running!
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http://www.youtube.com/watch?v=cA5ifsMo194
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Resources at your disposal
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Facebook Tips:www.facebook.com/facebooktips
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Known issues on Facebookwww.facebook.com/KnownIssues
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Questions?
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