Developing an Epic Facebook Strategy for Your Nonprofit

Developing an Epic Facebook
Strategy for Your Nonprofit

John Haydon

January 30, 2013

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Today’s Speaker

John Haydon
Chief Heretic and Pyrotechnician
Inbound Zombie
Assisting with chat questions: Hosting:
Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis Partnership

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

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


What we’ll be talking about today...
• Don’t let there be a quiet majority...
• Creating an effective Facebook marketing plan.

• Identifying assets to promote your Facebook Page
• Making the most of your email list to promote your Page

• Edgerank deﬁned and why you should care
• Conﬁguring your Page for engagement

• When and how often to post content
• How to use photos to spark engagement

• Yeah, but can you raise money?
• How to use Facebook ads to target donors


Don’t let there be a quiet majority...
Number of supporters
who use Facebook

Number of executive directors on
Facebook who also think it is a
waste of time


Creating an effective Facebook marketing plan

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

brand



It’s also what people say about you when
you're not in the room...

brand



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

Articulate and reﬁne, reﬁne and articulate!

brand



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

brand Audience





brand Audience





!
as
on
rs
Pe
se
U

brand Audience
http://zmb.me/CreatePersonas



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

brand Audience Message



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

Listen, Articulate, reﬁne, repeat.

brand Audience Message



Brand Audience Message


SWAT Analysis STRENGTHS

Your Facebook presence does not exist in a What do you do better than other similar organizations?
vacuum. There are competing orgs, diverse What do your constituents say your strengths are?
groups of people and other factors that will
influence your approach.

The SWOT method will help you assess all
of these factors, which in turn will improve
your likelihood of success. WEAKNESSES
What do you want to accomplish with social media?
What do you want supporters to do?
How will you measure your objectives?

OPPORTUNITIES
Who is your audience (Personas are helpful here)?
What social media channels do they actively use?
Who are the online influencers in your cause space?

THREATS
What obstacles do you face on a daily basis?


STRATEGIES AND TOOLS
POST Method How will you launch your campaign and then continue to
A method developed by Forrester Research engage your people?
that focuses on People, Objectives, Strategies What will keep them interested and motivate them to act?
and Tools to help you understand what you How will you be creating, curating and sharing content?
What tools will you use to measure results?
should be doing with social media.

OBJECTIVES

What do you want to accomplish with social media?
What do you want supporters to do?
How will you measure your objectives?

PEOPLE
Who is your audience (Personas are helpful here)?
What social media channels do they actively use?
Who are the online influencers in your cause space?

*START HERE


Free workbook for creating a plan:
http://zmb.me/FBMarketingWorkbook


Identifying assets to promote your Facebook Page

Start with people
who love you
most!

Raving fans

Tire kickers


Identifying assets to promote your Facebook Page

Who want to
TALK ABOUT
YOU!

Best customers

Tire kickers


Making the most of your email list



The following tactics assume
you’ve created a solid
marketing plan...


➡Use rich text - not HTML templates


➡Personalize emails


➡Write in second person narrative (“You”)


➡Make it about them


➡Keep it less than three paragraphs


➡A/B test with 5% of your list


➡Follow up message to openers


➡Follow up message to openers
➡Subject lines are everything...


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


Conﬁguring your page for engagement

Let the love in!


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

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.

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


When and how often to post content



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



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



Conﬁrm this with
your Page Insights!



Conﬁrm this with
your Page Insights!
4-6 posts per day


Posting photos


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

Make sure that they’re at least 846 x 403
pixels (iPhone photos are 1936 x 2592).


Posting photos

Post images on Pinterest that link back
to your Facebook photos


Post all types of content, but...

Always conﬁrm your gut


But can you actually raise money?


.

.

?

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


A Handshake is not the
best tool
to collect
money



Facebook is about long-term
compounded growth.

Share their donation
on Facebook

Donate for the first time via email
This is where
viral reach is
created Advocate and/or join your email list

ity Continue engaging and like your Page
fin
af
nd
ta
us Like, comment on, and share your updates
Tr

Become aware of your cause when friends talk about your Page



Email acquisition and
advocacy are the best
ways to ﬁnd new
donors on Facebook


How to use Facebook ads
to target donors


to target donors
A 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.
➡Support an advocacy campaign viral posts about that issue.
➡Get your core supporters amped up with action-based messaging.
➡Turn first time SMS donors into Facebook Page fans.


to target donors

Video Tutorial: http://zmb.me/TargetDonorsFacebook


Any questions?


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...
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!

Find listings for our current season
of webinars and register at:

NonprofitWebinars.com

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Developing an Epic Facebook Strategy for Your Nonprofit

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