Facebook for Executive Staff

Sponsored by:
Facebook for Executive Staff
John Haydon
May 15, 2013
Twitter Hashtag - #npweb
Part
Of:

Sponsored by:
Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
info@synthesispartnership.com
INTEGRATED PLANNING
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Of:

Sponsored by:Part
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Coming this June

Sponsored by:
Today’s Speaker
John Haydon
Chief Heretic and Pyrotechnician
Inbound Zombie
Assisting with chat questions:
Jamie Maloney, 4Good
Founding Director of Nonprofit Webinars and Host:
Sam Frank, Synthesis Partnership
Part
Of:

Facebook Strategies for Executive Staﬀ

Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Instructor at Marketing Profs University and Charityhowto.com
Speaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud’s BBCon, New
Media Expo, TechSoup, GrantSpace, Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood.
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
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,

• 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?
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 people do the talking

Let your people do the talking
70% of us trust brand recommendations from
friends, but only 10% of trust ads from brands.
- Forrester Research

#1: Start with
people in your
database!
Your Community
Subscribers
Donors
Volunteers
Let your nodes do the talking

Your Network
Your community’s
family, friends and
acquaintances
#2: Create
content they
want to share
with their
friends!
Let your nodes do the talking

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 recently 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

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.

Posting photos

Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Posting photos

Posting photos
Top emotions behind sharing:
Anger
Awe
Anxiety
Images speak
directly with the
Limbic system, the
seat of emotion
and action.

Images also
capture more
phyical space in
the newsfeed
Posting photos

Only post photos with a story!Posting photos

Tap emotionsPosting 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!
Posting text updates

Posting text updates Ask closed questions

•Speciﬁcity wins!
•Relevance wins!
•Preference questions
•Choice questions
•“Yes” or “No”
•Fill in the blank_____.
Posting text updates Ask closed questions

But can you actually raise money?

.
.
?

First some numbers...
A Handshake is not the
best tool
to collect
money

Facebook is relational,
not transactional

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
affinity
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

Free webinar:
Seven Powerful Ways
to Build Your Email
List With Facebook
Sign up here:
http://zmb.me/FBEMAILWB

Sponsored by:
Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
Part
Of:

Facebook for Executive Staff

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