Facebook for Nonprofits: Marketing Beyond the Like

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Slides from 501 Tech NYC meetup on November 13, 2013 presented by Kaiya Waidell (client partner at Facebook) and Amy Bryant (managing editor of Planned Parenthood Online). Nonprofits of all sizes have leveraged Facebook to increase awareness and drive actions, like advocacy and fundraising. Facebook and Planned Parenthood offered insights on what types of campaigns have worked well, reviewed some case studies and shared how to cultivate long-term engagement—beyond the like. Join our Facebook group at: https://www.facebook.com/groups/165880058617

Mídias sociais Tecnologia Negócios

Amy Bryant

Kaiya Waddell

Managing Editor, Planned Parenthood Online

Client Partner, Nonprofits & Advocacy

The Internet is shifting to mobile
2,000

Worldwide smart connected device shipments (M)*

1,800

Smartphones

PCs

45%

of the world
population will have
a smartphone in
2016**

Tablets

1,600
1,400
1,200
1,000
800
600
400
200
2010

2011

2012

Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012

2013

2014

2015

2016

Facebook is at the center
of the shift to mobile

78%

of US smartphone
users are using Facebook
on their smartphones

Source: comScore Media Metrix, April 2013

1

Succinct Content

2

Photos & Videos

Page Posting Tips

Best of Instagram

The White House
GoPro

Starbucks

Challenge users to engage
GE Instagram photo contest
•  Created GE contest
hashtag
•  Instagram aggregated
submissions under hashtag
•  Collect authentic stories
with great visuals

Social is not an objective.

Determine your marketing goal and then build your Facebook
strategy

News feed is where people stay connected; place your
organization at the center of the Facebook experience

8x

engagement for page
post in news feed vs.
right-hand side

NEW: Page post link ad optimized to drive online
conversions with larger, clickable image

3.5x

Old Page post link ad
New Page post link ad

larger image
than existing
Page post
link

Page post photo ad w/ URL

Clicks offsite

Overview of our audience targeting capabilities

Built-in
Audiences

Custom
Audiences

Lookalike
Audiences

Custom Audiences

Reach your specific customers or prospects at scale
Your
CRM
database

Facebook

Matched targets

Lookalike Audiences

Find more people who look like your best supporters

People who have donated
within the last two months

People who have volunteered
in the past six months

People who have signed a
petition in the last month

and people who look like them

Let the system do its thing

Auto-optimize for actions like donations or email sign-ups
Conversion pixel tracking
Tags placed on conversion pages
track ROI

61%
2x

Conversion Optimization
Efficiently deliver ads to users most
likely to convert

lower cost per signup on average in A/B tests vs. bidded CPC ads
immediate return on ad spend

Need help? www.facebook.com/help.
Trust me, it’s awesome.

Facebook for Nonprofits: Marketing Beyond the Like

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Facebook for Nonprofits: Marketing Beyond the Like

1. Marketing Beyond the Like

2. Amy Bryant Kaiya Waddell Managing Editor, Planned Parenthood Online Client Partner, Nonprofits & Advocacy

3. The Internet is shifting to mobile 2,000 Worldwide smart connected device shipments (M)* 1,800 Smartphones PCs 45% of the world population will have a smartphone in 2016** Tablets 1,600 1,400 1,200 1,000 800 600 400 200 2010 2011 2012 Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012 2013 2014 2015 2016

4. Facebook is at the center of the shift to mobile 78% of US smartphone users are using Facebook on their smartphones Source: comScore Media Metrix, April 2013

5. Lets dig in: CONTENT

6. 1 Succinct Content 2 Photos & Videos Page Posting Tips

7. 3 Be Timely Page Posting Tips

8. 4 Text Heavy Things to Avoid

9. Instagram

10. Best of Instagram The White House GoPro Starbucks

11. Challenge users to engage GE Instagram photo contest •  Created GE contest hashtag •  Instagram aggregated submissions under hashtag •  Collect authentic stories with great visuals

12. Great Instagram Content

13.

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16.

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18.

19. Creating Good Content Promoting the brand, educating, and entertaining.

20. The nitty gritty: TOOLS

21. Social is not an objective. Determine your marketing goal and then build your Facebook strategy

22. News feed is where people stay connected; place your organization at the center of the Facebook experience 8x engagement for page post in news feed vs. right-hand side

23. NEW: Page post link ad optimized to drive online conversions with larger, clickable image 3.5x Old Page post link ad New Page post link ad larger image than existing Page post link Page post photo ad w/ URL Clicks offsite

24. Overview of our audience targeting capabilities Built-in Audiences Custom Audiences Lookalike Audiences

25. Built-in Audiences Data source Data type Intent/interest Profile info & Likes Geographic Lifestyle/life-stage Partner Categories Psychographic Demographic Purchase based Targeting Examples Phoenix, AZ Women 25-44 Interested in #Gun Control U.S. Politics Homeowner Donated to Charitable Cause

26. Custom Audiences Reach your specific customers or prospects at scale Your CRM database Facebook Matched targets

27. Lookalike Audiences Find more people who look like your best supporters People who have donated within the last two months People who have volunteered in the past six months People who have signed a petition in the last month and people who look like them

28. Let the system do its thing Auto-optimize for actions like donations or email sign-ups Conversion pixel tracking Tags placed on conversion pages track ROI 61% 2x Conversion Optimization Efficiently deliver ads to users most likely to convert lower cost per signup on average in A/B tests vs. bidded CPC ads immediate return on ad spend

29. Need help? www.facebook.com/help. Trust me, it’s awesome.

Facebook for Nonprofits: Marketing Beyond the Like

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