how to create an epic presence on facebook for your nonprofit

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

• Creating an effective Facebook marketing plan

• Let your nodes do the talking

• What the heck is Edgerank?

• Configuring your Page for engagement

• When should I post content?

• How to use photos and text updates to spark engagement?

• Yeah, but can you raise money?

• How to use Facebook ads to target donors


What we’ll be talking about today:

brand

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


Creating an effective Facebook marketing plan

Audience

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

brand



Messagebrand Audience

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



MessageBrand Audience




http://zmb.me/FBMarketingWorkbook

Free workbook for creating a Facebook Marketing plan:




Let your nodes do the talking


#1: Start with people in your database!

Your CommunitySubscribersDonorsVolunteers



Your NetworkYour community’s family, friends and acquaintances

#2: Create content they want to share with their friends!



What the heck is Edgerank?

Edgerank is an 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



You win in the Newsfeed when:

(1) People increasingly talk about your content(2) You skirt Edgerank with other channels(3) You publish content your community loves(4) You use Promoted Posts wisely(5) You invest time into replying to commenters



Let the love in!


Configuring your Page for maximum engagement

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

(2)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.

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

(4)Replies - This helps deepen discussions within comments




When to post content

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



HubSpot found that 8pm is best for comments and likes, 6pm for shares



Confirm this with your Page Insights!




You can also use PostPlanner which has additional scheduling features.


http://zfer.us/YqpuI

http://zfer.us/YqpuI


Posting photos


Images speak directly with the Limbic system, which is also the seat of action.

Posting photos


Images also capture more phyical space in the newsfeed

Posting photos


Only post photos with a story!Posting photos


Use emotions and conditionsPosting photos


Drive more traffic with photosPosting photos

Post images on Pinterest that link back to your Facebook photos


Create more exposure for your top photos

Posting photos


Posting text updates

Comment rates on questions are more than double comments on non-question updates!



•Specificity wins!

•Relevance wins!

•Preference questions

•Choice questions

•“Yes” or “No”

•Fill in the blank_____.




But can you actually raise money?


.

.

?


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

A Handshake is not the best toolto collectmoney



Facebook is relational, not transactional



Facebook is about long-term relationships with supports


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 email list

Trust and affi

nity

This is where viral reach is created

Share their donation on Facebook

Donate for the first time via email



Email acquisition and advocacy are the best

ways to find new donors on Facebook



Target donor segments with Facebook ads


A relatively new Facebook ad feature allows you to:

➡Reach lapsed donors.

➡Push unique post content based on donor levels.

➡Target donor segments with project-specific content.

➡Target Facebook users who are similar to your specific segments

➡Get your core supporters amped up with action-based messaging.



http://zmb.me/TargetDonorsFacebookVideo Tutorial:


http://zmb.me/TargetDonorsFacebook

http://zmb.me/TargetDonorsFacebook


Questions?

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

Co-Founder of SocialBrite and Social Media Fundraising Club

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!


About John:

http://inboundzombie.com/

http://inboundzombie.com/

http://SocialMediaFundraisingClub.com/

http://SocialMediaFundraisingClub.com/

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/

http://www.johnhaydon.com/subscribe-to-corporatedollarorg/




how to create an epic presence on facebook for your nonprofit

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