1. Facebook Foundations - Critical Tactics for Success
Facebook Foundations -
Critical Tactics for Success

2. Facebook Foundations - 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...
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

3. Facebook Foundations - Critical Tactics for Success
What we’ll be talking about today
Why Facebook for nonprofits?
The difference between Profiles, Pages (timeline) and Groups
The basics of creating a nonprofit Facebook Page (new)
How can I best use a Facebook cover image for my Page?
What are the best administrative settings for my nonprofit Facebook page?
How can I moderate spam and negative comments?
What are some effective tactics for promoting my Facebook Page?
What are some tactics acquiring new Facebook Page fans?
What are the most effective ways to engage Facebook fans?

4. Facebook Foundations - Critical Tactics for Success
Why Facebook?
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5. Facebook Foundations - Critical Tactics for Success
Why Facebook?
900 million active users (as of May 2012)
50% of active users log in daily
Average user is connected to 80 pages, groups and events
250 million photos are uploaded per day
2.7 billion likes and comments per day
490 million users access Facebook through mobile devices
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6. Facebook Foundations - Critical Tactics for Success
Why Facebook?
From NTEN
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7. Facebook Foundations - Critical Tactics for Success
Cut the chase, John...
What’s the secret to Facebook?

8. Facebook Foundations - Critical Tactics for Success
Wanna know the secret to
Facebook success?
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9. Facebook Foundations - Critical Tactics for Success
The key to Facebook is encouraging
your current raving fans to...
rav about you!
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10. Facebook Foundations - Critical Tactics for Success
It all starts with a FacebookPage...
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11. Facebook Foundations - Critical Tactics for Success
Facebook Profiles, Pages, Community Pages & Groups
Facebook Pages
(aka “Official Page”)
Represents an organization
Customized user experience
Target Updates Facebook
Timeline 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

12. Facebook Foundations - Critical Tactics for Success
Facebook Profiles, Pages, Community Pages & Groups
Facebook Places
Allows for “check-ins” Facebook Pages
Represents a physical place (aka “Official Page”)
Can merge with a Page
Represents an organization
Customized user experience
Target Updates Facebook
Timeline 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

13. Facebook Foundations - Critical Tactics for Success
Facebook Profiles, Pages, 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
Timeline 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

14. Facebook Foundations - Critical Tactics for Success
Five key marketing features of a Page
Cover Image - Think of your cover image as taking the place of the default landing tab.
The purpose of your cover image is to create a powerful first impression that will convert.
Your Profile Picture – The new profile picture (AKA avatar) is now 180 pixels square.
This means that you can no longer include a call to action (as some organizations did
previously).
Your About Section – The about section has more prominence just below the cover
image. This will include your address and contact information if you have a Facebook Place,
or just a brief description if you have a Facebook Page.
Milestones - Up until now, anything posted on the Facebook page was automatically
tagged with the date it was posted. Milestones allow you to select any date in the past.
Highlights and Pins – Up until now Facebook admins had little control over how posts
were displayed on their Page. and visitors to that page would see updates in either reverse
chronological order or in an order determined by Facebook’s Edgerank.

15. Facebook Foundations - Critical Tactics for Success
Facebook Page Feature Map Cover Image - Dynamically reflects your
brand. Change your cover frequently!
Profile Pic - Must be simple so that it is
clearly seen at 32px
Messaging Feature - Allows you to
develop deeper relationships with fans
More Prominent “About” section -
Must be brief.
Custom icons for third-party apps
- Should reflect a consistent color scheme
Visitors see their friends - Leverages
social proof
Pinning - Allows you to feature an update
for 7 days
Milestones - Tell the story about your
cause

16. Facebook Foundations - Critical Tactics for Success

17. Facebook Foundations - Critical Tactics for Success

18. Facebook Foundations - Critical Tactics for Success
The basics of creating a nonprofit Facebook Page
(interactive live demonstration)

19. Facebook Foundations - Critical Tactics for Success
How do I get more
connections for my Page?

20. Facebook Foundations - Critical Tactics for Success
How To Get More Connections For Your Page
• Leverage friend networks if you’re brand new
• Create “enchantment” on your Page
• Plan and create an awesome event (offline or online)
• Email an announcement of your Page
• Add a Likebox to your website
• “Embed” your Facebook Page into all events

21. Facebook Foundations - Critical Tactics for Success
What are the most effective
ways to engage Facebook users?

22. Facebook Foundations - Critical Tactics for Success
What are the most effective ways to engage Facebook fans?
#1 Rule:
Be very clear about
your audience and
your message

23. Facebook Foundations - Critical Tactics for Success
What are the most effective ways to engage Facebook fans?
Rich media: Photos and videos are more likely
to show up in the News Feed.
Rich discussion: Posts with lots of comments
and likes tend to get more New Feed airtime.

24. Facebook Foundations - Critical Tactics for Success
What are the most effective ways to engage Facebook fans?
Mornings and evenings: Buddymedia
found a 20% higher rate of engagement for
these posts.
Short updates: Less than 80 charactors
gets a 27% bump in engagement.
Long URLs: Get 3 times as many clicks
as short URLs.

25. Facebook Foundations - Critical Tactics for Success
What are the most effective ways to engage Facebook fans?
Ninja Questions
Specificity wins!
Relevance wins!
Preference questions
“Yes” or “No”
Fill in the blank_____.

26. Facebook Foundations - Critical Tactics for Success
Questions?

27. Facebook Foundations - Critical Tactics for Success
Proven email template to launch a Page
e
The [organization] now has a more powerful way for you to connect with us on Facebook.
at
We’ve created a new Facebook Page designed to better serve the population of those affected by
[disease they focus on]. The address is http://facebook.com/[customURL].
pl
What can you expect by connecting with us on Facebook?
m
• You’ll find information related to [disease] support
te
• You’ll find information related to [disease] awareness and research
• You’ll be able to start and join discussions on a variety of topics
e
• You’ll be the first to hear about events in your geographic area
pl
• And finally, you’ll join a community who share commons experiences with [disease]
m
So please join us at our new page and invite your friends to join -> http://facebook.com/[customURL]
And thanks!
Sa

28. Facebook Foundations - Critical Tactics for Success
Five template tools for custom Facebook tabs
PageModo
ShortStack
FanPageEngine
TabPress
FaceIt Pages