My presentation at http://techdaycamp.com/ - 10-22-2011

1. Facebook 101 - Critical Tactics for Success
Friday, October 21, 2011

2. Facebook 101 - Critical Tactics for Success
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...
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
Friday, October 21, 2011

3. Facebook 101 - Critical Tactics for Success
What we’ll be talking about today
Why Facebook?
The difference between Profiles, Pages and Groups
Aligning brand promise with your strategy (the secret sauce)
Creating a killer Facebook Page
Launching your Facebook Page
Why care about engagement?
19 ways to get more comments and likes
Measuring results
Friday, October 21, 2011

4. Facebook 101 - Critical Tactics for Success
Why Facebook?
4
Friday, October 21, 2011

5. Facebook 101 - Critical Tactics for Success
Why Facebook?
An additional channel to communicate with and engage your fans
800 million active users (October 2011)
50% of active users log in daily
13 million new Pages connections each day
5
Friday, October 21, 2011

6. Facebook 101 - Critical Tactics for Success
Why Facebook?
6
Friday, October 21, 2011

7. Facebook 101 - Critical Tactics for Success
Facebook Profiles, Pages, Places, Community Pages & Groups
Facebook Pages
(aka “Official Page”)
Represents an organization
Customized user experience
Target Updates Facebook
Wall Community Pages
Facebook Profile LikeBox
All public and searchable
(aka “Unofficial Page”)
Connect with friends
Represents a “topic or
Share photos
experience”.
Share videos
Owned collectively by the
Send messages
community.
Fan Pages
Content from Wikipedia.
Join Groups
Facebook Groups
Represents a cause or idea
No customization
Limited messaging
Wall
One single Some private, some public
credential See:
http://zmb.me/FBGroup-CaseStudy
Friday, October 21, 2011

8. Facebook 101 - Critical Tactics for Success
Facebook Profiles, Pages, Places, Community Pages & Groups
Facebook Places
User-generated Facebook Pages
Can be claimed (aka “Official Page”)
Can merge with a Page
Represents an organization
Customized user experience
Target Updates Facebook
Wall Community Pages
Facebook Profile LikeBox
All public and searchable
(aka “Unofficial Page”)
Connect with friends
Represents a “topic or
Share photos
experience”.
Share videos
Owned collectively by the
Send messages
community.
Fan Pages
Content from Wikipedia.
Join Groups
Facebook Groups
Represents a cause or idea
No customization
Limited messaging
One single Wall
credential Some private, some public
Friday, October 21, 2011

9. Facebook 101 - Critical Tactics for Success
Facebook Profiles, Pages, Places, Community Pages & Groups
Facebook Places
User-generated Facebook Pages
Can be claimed (aka “Official Page”)
Will eventually merge with Page
Represents an organization
Customized user experience
Target Updates Facebook
Wall Community Pages
Facebook Profile LikeBox
All public and searchable
(aka “Unofficial Page”)
Connect with friends
Represents a “topic or
Share photos
experience”.
Share videos
Owned collectively by the
Send messages
Fan Pages You can now community.
Content from Wikipedia.
Join Groups
Facebook Groups
transform a Profile
into a Page or idea
Represents a cause
No customization
Limited messaging
One single Wall
credential Some private, some public
Friday, October 21, 2011

10. Facebook 101 - Critical Tactics for Success
Facebook Profiles, Pages, Places, Community Pages & Groups
Facebook Places
User-generated
Can be claimed
Will eventually merge with Page
Facebook
Community Pages
Facebook Profile (aka “Unofficial Page”)
Connect with friends
Represents a “topic or
Share photos
experience”.
Share videos
Owned collectively by the
Send messages
Fan Pages You can also use community.
Content from Wikipedia.
Join Groups
Facebook Groups
profiles to promote
your cause or idea
Represents a cause
No customization
Limited messaging
One single Wall
credential Some private, some public
Friday, October 21, 2011

11. Facebook 101 - Critical Tactics for Success
Aligning brand promise with your Page strategy
What’s the secret sauce?
Friday, October 21, 2011

12. Facebook 101 - Critical Tactics for Success
Aligning brand promise with your Page strategy
Your strategy should
be nothing more than
an expression of your
brand promise
Friday, October 21, 2011

13. Facebook 101 - Critical Tactics for Success
Aligning brand promise with your Page strategy
Fast customer service Reply quickly to comments
Innovative and creative Awesome custom tab
Value customer ideas Give props / fan photos
Convenience Facebook apps
Friday, October 21, 2011

14. Facebook 101 - Critical Tactics for Success
Creating a killer Facebook Page
• Pick a good name for your page
• Create an attractive avatar
• Increase conversions with a custom welcome tab
How create a Facebook Page: http://youtu.be/g-U_LBxIrSU
Friday, October 21, 2011

15. Facebook 101 - Critical Tactics for Success
Before you go live
• Make sure welcome tab is as your default tab
• Remove any tabs you’re not using
• Create a short URL at http://facebook.com/username
• Make sure your Page is published
Friday, October 21, 2011

16. Facebook 101 - Critical Tactics for Success
Launching your Facebook Page
• Create a “happening” on your Page
• Email Announcement of your Page
• Embed Facebook Page Links In Your Emails
• Create An Incentive For Visitors To Fan Your Facebook Page
• Add A Likebox To Your Website
• Try Using Facebook Sponsored Story Ads
• Don’t Underestimate the power of an update
• Questions that are relevant and specific
• Praise your fans
Friday, October 21, 2011

17. Facebook 101 - Critical Tactics for Success
Why care about engagement?
Friday, October 21, 2011

18. Facebook 101 - Critical Tactics for Success
Why care about engagement?
To you, engagement To your fans, engagement
means creating means being heard and
action and awareness connecting
Friday, October 21, 2011

19. Facebook 101 - Critical Tactics for Success
Why care about engagement?
• Understanding Edgerank
• Don’t Underestimate the power of an update
• Try Using Facebook Sponsored Story Ads
• Questions that are relevant and specific
• Praise your fans
Friday, October 21, 2011

20. Facebook 101 - Critical Tactics for Success
Measuring results
How to use Facebook Insights: http://youtu.be/M6lZX42rIuQ
Friday, October 21, 2011

21. Facebook Foundations - Critical Tactics for Success
Questions?
Friday, October 21, 2011

22. Facebook Foundations - Critical Tactics for Success
More resources:
http://nonprofitfacebookguy.com
http://www.facebook.com/InboundZombie
http://wearemedia.org
http://socialbrite.org
http://insidefacebook.com
http://marismith.com
Friday, October 21, 2011

23. Facebook Foundations - Critical Tactics for Success
Five template tools for custom Facebook tabs
PageModo $7 per month
Lujure $6 per month
FanPageEngine $47 for three tabs
TabPress Free for Pages with
less than 2,500 fans
Shortstack $15 per month
Friday, October 21, 2011

24. 19 WAYS TO GET MORE COMMENTS
ON YOUR
AND LIKES
FACEBOOK PAGE
An Inbound Zombie publication
Friday, October 21, 2011

25. HOW TO GET MORE COMMENTS
1
Keep it short – Several studies have indicated that shorter updates (less than 100
charectors) get more comments and likes than longer updates.
My big ideas:
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An Inbound Zombie publication
Friday, October 21, 2011

26. HOW TO GET MORE COMMENTS
2
Post during mornings and evenings – Several studies have indicated that shorter
updates (less than 100 charectors) get more comments and likes than longer updates.
My big ideas:
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An Inbound Zombie publication
Friday, October 21, 2011

27. HOW TO GET MORE COMMENTS
3
Keep it short – Several studies have indicated that shorter updates (less than 100
charectors) get more comments and likes than longer updates.
My big ideas:
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_____________________________________
An Inbound Zombie publication
Friday, October 21, 2011

28. HOW TO GET MORE COMMENTS
4
Ask yes or no questions – Yes or no: Are you more likely to
answer “yes or no” questions, or open-ended ones that require time and
attention?
Example questions for our Facebook Page
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An Inbound Zombie publication
Friday, October 21, 2011

29. HOW TO GET MORE COMMENTS
5
Ask true or false questions – This is another type of question that’s
very easy for fans to answer. Always begin these questions with “True or False”
so that fans can quickly understand that one word is all that’s required to
answer.
Example questions for our Facebook Page
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An Inbound Zombie publication
Friday, October 21, 2011

30. HOW TO GET MORE COMMENTS
6
Ask fill in the blank questions – Another way to make is it easier for
fans to comment on your posts is to use “fill in the blank” questions. When you
ask these, always begin with “Fill in the blank:”.Your fans will be more likely to
answer a question if they know what’s expected. And everybody knows how to
answers“fill in the blank” questions.
Example questions for our Facebook Page
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An Inbound Zombie publication
Friday, October 21, 2011

31. HOW TO GET MORE COMMENTS
7
Ask timely questions - Questions that relate to a holiday or popular event
are easy to answer because they are already on the minds of your fans. For
example: “Will you be watching the political debate tonight?”
Example questions for our Facebook Page
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An Inbound Zombie publication
Friday, October 21, 2011

32. HOW TO GET MORE COMMENTS
8
Ask edgy questions – Green Peace does a great job with this by
asking questions like “Do you live near a nuclear power plant?”
Example questions for our Facebook Page
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An Inbound Zombie publication
Friday, October 21, 2011

33. HOW TO GET MORE COMMENTS
9
Ask questions about a photo – Share a photo an ask your fans to
comment. For example, an animal rights org could post a photo and ask
“What’s wrong with this picture?”
Example questions for our Facebook Page
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An Inbound Zombie publication
Friday, October 21, 2011

34. HOW TO GET MORE COMMENTS
10
Ask preference questions – When you were in college, did you
prefer essay questions or multiple choice questions?
Example questions for our Facebook Page
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An Inbound Zombie publication
Friday, October 21, 2011

35. HOW TO GET MORE COMMENTS
11
Ask who’s attending an event – You can target this question on
your Facebook Page wall so that it’s visible only to fans located near that
event. Bonus points if you share a link to your Facebook Event.
Example questions for our Facebook Page
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An Inbound Zombie publication
Friday, October 21, 2011

36. HOW TO GET MORE COMMENTS
12
Ask for tips – Facebook users, like anyone, love to share their personal
experiences and insights. For example, an organization that works with families
can ask for tips on how to get kids out of bed earlier. This will leverage shared
experiences and nurture community among your Facebook fans.
Example questions for our Facebook Page
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An Inbound Zombie publication
Friday, October 21, 2011

37. HOW TO GET MORE COMMENTS
13
Ask humanistic questions – This approach is intended to tap into the
shared humanity of your fans. For example, The Brain Aneurysm Foundation
got great results simply by asking: “When you were first recovering from a brain
aneurysm, what gave you the most hope?”
Example questions for our Facebook Page
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An Inbound Zombie publication
Friday, October 21, 2011

38. HOW TO GET MORE COMMENTS
14
Reply and pay attention – People skills 101 talks about
acknowledging someone when they answer a question. When your fans
answer questions, comment back and deepen the conversation.
Example questions for our Facebook Page
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An Inbound Zombie publication
Friday, October 21, 2011

39. HOW TO GET MORE LIKES
FOLLOWING ARE 5 TIPS TO GET MORE
LIKES ON YOUR NONPROFITS
FACEBOOK PAGE
An Inbound Zombie publication
Friday, October 21, 2011

40. HOW TO GET MORE LIKES
15
Simply ask – Asking for people to “like” a specific update is often
overlooked. “Click ‘like’ if you...” is an obvious way to boost this number.
Notes
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An Inbound Zombie publication
Friday, October 21, 2011

41. HOW TO GET MORE LIKES
16
Post photos – Out of the more than 30 billion pieces of content shared
on Facebook each month, photos consistently receive the most “likes”.
Posting photos in addition to status updates, links, and videos will also
engage more fans who all have various different preferences for content.
Notes
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An Inbound Zombie publication
Friday, October 21, 2011

42. HOW TO GET MORE LIKES
17
Post videos – Videos (whether uploaded to Facebook or shared as a
link), allow fans to comment, like and share the video with their friends.
Again, ask fans to like or comment on the video.
Notes
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An Inbound Zombie publication
Friday, October 21, 2011

43. HOW TO GET MORE LIKES
18
Photo theatre – The photo theatre (a lightbox that opens whenever a
user clicks on a Facebook photo) also allow users to comment or like.
Engage fans with a photo contest by asking fans to like the best photo
within an album.
Notes
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An Inbound Zombie publication
Friday, October 21, 2011

44. HOW TO GET MORE LIKES
19
Page Post Story Ads – Some of your fans may have opted out of
receiving your Page’s posts from their news feed, even though they’re still
a fan. Page Post Story Ads are a way to display the latest update from
your Page in every fan’s sidebar. Fans can then comment or like the story
directly in the ad.
Notes
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An Inbound Zombie publication
Friday, October 21, 2011

45. ABOUT JOHN
JOHN HAYDON ADVISES NON-PROFITS HOW TO
AMPLIFY THEIR FANS AND GET FOUND MORE WITH
THE INTERNET. LEARN MORE HERE.
An Inbound Zombie publication
Friday, October 21, 2011