2. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Consultant, Trainer, Coach - Helping nonprofits and small businesses 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, Share Our Strength, Moms Clean Air Force, Shriners
Hospitals for Children, Greater NYC Susan G. Komen, Boston Medical Center, Community
TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts,
Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.
3. Proven Ways to Get More Facebook Engagement
johnhaydon.com
• Have a plan for success
• Let Facebook tell you what your fans really want
• Use the 80/20 rule for content marketing
• Go beyond posting pictures
• Share outcome stories
• Post conversation starters
• Wisely use Facebook ads
• Convert engagement into house file growth
• Get some Facebook love for your website
5. Proven Ways to Get More Facebook Engagement
johnhaydon.com
People: Where do your people hangout? What’s important to
them? How are they talking about your cause?
Objectives: What specifically do you want to achieve? Shoot low,
if you’re just starting out.
Strategy: How will you achieve your objectives by creating value
for your community?
Tactics: What tools and tactics will you use to achieve your
strategy?
1
Have a plan for success •Use the POST method for planning
6. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Who are we trying to engage? Supporters?Volunteers? Donors?
What’s in it for them?What’s the emotional hook?
What’s in it for us? More fans? More emails? More donors?
How will we promote the campaign?What other channels will we use?
How will we measure success? Likes? Engagement Rate? Emails Acquired?
Campaign name and summary
1-Page Campaign Marketing Plan
7. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Free download: johnhaydon.com/plan
Have a plan for success •Use the POST method for planning
9. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Use Page Insights to research your current fan base. Visit
facebook.com/insights to access reports for your page.
Let Facebook tell you what your fans really want • Use Page Insights to research your fans
10. Proven Ways to Get More Facebook Engagement
johnhaydon.com
• Favorite interests of people who like [your org]
• Favorite interests of people who like [your org]
and [competing org]
• Groups of people who like [your org]
• Pages liked by people who like [your org]
• Pages liked by women who like [your org]
• Fans of [your org] and [another org]
• Restaurants in [your city] visited by people who
like [your org]
Start with these Facebook Graph searches:
Let Facebook tell you what your fans really want •Use Facebook Graph to research your fans
Use Facebook Graph search to research your Facebook Page
fan base. Visit facebook.com/graphsearch for more info.
11. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Use Facebook Audience Insights to research your current fan
base. Visit facebook.com/ads/audience_insights/activity
Let Facebook tell you what your fans really want •Use Audience Insights to research your fans
13. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Use the 80/20 rule for
content marketing
Sharing
posts
Crafting
original
content
The 80/20 rule for content marketing •You don’t have to do it all…
14. Proven Ways to Get More Facebook Engagement
johnhaydon.com
The 80/20 rule for content marketing •Share posts from Pages your fans like
15. Proven Ways to Get More Facebook Engagement
johnhaydon.com
The 80/20 rule for content marketing •Share posts from Pages your fans like
16. Proven Ways to Get More Facebook Engagement
johnhaydon.com
The 80/20 rule for content marketing •Share posts about trending topics
17. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Research trending topics with BuzzSumo.com
The 80/20 rule for content marketing •Share posts about trending topics
18. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Research trending topics with mention.com
The 80/20 rule for content marketing •Share posts about trending topics
31. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Use Facebook ads wisely •Understand the real reason for declined reach
32. Proven Ways to Get More Facebook Engagement
johnhaydon.com
1. Focus on posting engaging content first
• Hot topics related to event
• Behind the scenes
• Auction items
• Speakers
Use Facebook ads wisely • See what engages your fans first
33. Proven Ways to Get More Facebook Engagement
johnhaydon.com
https://www.facebook.com/insights
2. Boost ONLY the best posts
Use Facebook ads wisely • Better content = higher ad ROI
34. Proven Ways to Get More Facebook Engagement
johnhaydon.com
3. Target Boosted Posts wisely
Use Facebook ads wisely •Higher relevance = higher ad ROI
36. Proven Ways to Get More Facebook Engagement
johnhaydon.com
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
Share their donation on
Facebook
Donate for the first time via email
Turn engagement into a larger house file • Understand the ladder of engagement
37. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Four great resources for starting
petitions:
•thepetitionsite.com
•change.org
•rallycongress.com
•actionsprout.com
Turn engagement into a larger house file • Start a petition
38. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Turn engagement into a larger house file • Start a pledge
Makes people part of a movement.
A promise to build on.
Less formal than advocacy.
39. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Turn engagement into a larger house file
Perfect for orgs that provide regular
educational resources.
Brands your org with high value.
•Create action alerts
40. Proven Ways to Get More Facebook Engagement
johnhaydon.com
actionsprout.com
• Check out action sproutTurn engagement into a larger house file
Allows users to join with one click
Actions are relevant “Support”, “Stand
With”, “Donate To”.
Allows them to share your cause
42. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Get some Facebook love for your website •Check your analytics for Facebook traffic
43. Proven Ways to Get More Facebook Engagement
johnhaydon.com
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 websiteGet some Facebook love for your website
44. Proven Ways to Get More Facebook Engagement
johnhaydon.com
Use canva.com to create
beautiful featured images.
Template is called “Facebook
Ads” (1200 X 628).
• Optimize images on your websiteGet some Facebook love for your website
45. Proven Ways to Get More Facebook Engagement
johnhaydon.com
• 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.
Get some Facebook love for your website
46. Proven Ways to Get More Facebook Engagement
johnhaydon.com
• 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
Get some Facebook love for your website
47. Proven Ways to Get More Facebook Engagement
johnhaydon.com
• Add like buttons to content
Check out the WordPress
plugin from Facebook.
Automatically adds the
like button to all posts.
Get some Facebook love for your website
48. Proven Ways to Get More Facebook Engagement
johnhaydon.com
How to embed Facebook sharing popups into your website content:
1)Type the following link starting with https://www.facebook.com/sharer/
sharer.php?u=
2)Enter your website after “?u=“. For example, https://www.facebook.com/sharer/
sharer.php?u=http://blogs.bestfriends.org/post-name/ creates the sharing
popup pictured below.
3)Embed URL into text or image
4)Test sharing
•Add sharing links to critical pages
Popup window
Get some Facebook love for your website
49. Proven Ways to Get More Facebook Engagement
johnhaydon.com
•Add sharing links to critical pages
How to embed Facebook sharing popups into your website content:
1)Type the following link starting with https://www.facebook.com/sharer/
sharer.php?u=
2)Enter your website after “?u=“. For example, https://www.facebook.com/sharer/
sharer.php?u=http://blogs.bestfriends.org/post-name/ creates the sharing
popup pictured below.
3)Embed URL into text or image
4)Test sharing
Facebook update
Get some Facebook love for your website
