facebook best practices for nonprofits
Post on 10-May-2015
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FACEBOOKBEST PRACTICES
FORNONPROFITS
Compass Point
@jfouts
1Wednesday, October 19, 2011
WHAT ARE YOUR GOALS?
Increased donationsVolunteerismCommunity outreachEmail signupBrand awareness
@jfouts
2Wednesday, October 19, 2011
3Wednesday, October 19, 2011
YOUR PLAN
• Resources
• Content frequency
• Fan focus/content
• Tools/apps
• Facebook Connect
• Ads
@jfouts
4Wednesday, October 19, 2011
ENGAGEMENT STRATEGY
• Open Graph
• Post as page
• Create shareable content
• Contests
• Shop
@jfouts
5Wednesday, October 19, 2011
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8Wednesday, October 19, 2011
9Wednesday, October 19, 2011
DESIGN
simpleshareablefocused
10Wednesday, October 19, 2011
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DON’T REINVENT THE WHEEL
@jfouts
Votigo
15Wednesday, October 19, 2011
DON’T REINVENT THE WHEEL
Personalization
@jfouts
16Wednesday, October 19, 2011
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What if nobody comes?
@jfouts
18Wednesday, October 19, 2011
COMSCORE
• Users 40-150% rely on newsfeed
• 3.5% of users active on a page
• 2/3 of posts have activity
• 30% revisit a page they have fanned
• 9.6% revisit a conversation
19Wednesday, October 19, 2011
EDGERANK
• Every object is scored
• No engagement = 0 visibility
• EdgeRankChecker.com
• Ask for the share
• Use photos and videos
• Open Graph on websites
• Create affinity
20Wednesday, October 19, 2011
• Be direct
• Don’t use jargon
• Be personal
• Show your passion
• ASK for the like
• Promo codes
• Choose images for POP
• Use real interests for keywords
• Narrow demographics
• Create multiple ads (A&B test)
• Focus on performance
UP YOUR EDGERANK
@jfouts
21Wednesday, October 19, 2011
CM PHOTOGRAPHICS
@jfouts
22Wednesday, October 19, 2011
DEMOGRAPHIC TARGETING
• 24-30 yr old women whose status = “engaged”
• $600 ad investment
• $40,000 direct revenue
• 19,610 fans
@jfouts
23Wednesday, October 19, 2011
SOCIAL ADS
• 85% more effective
• Leverage friends’ likes
• Users profile image
• Especially good for events
@jfouts
24Wednesday, October 19, 2011
EARNED MEDIA
800,000 users shown 125 ads by 75 brands @jfouts
25Wednesday, October 19, 2011
THE LESSON?
• Paid media is a catalyst-follow through with valuable content
• Don’t re-invent the wheel
• Be real, be human
• It’s all about what the user wants
@jfouts
26Wednesday, October 19, 2011
MEASUREMENTWebsite Analytics
ConversationMonitoring
Facebook Insights
Word ofMouth
Referral tracking, clickthroughs, comments on website
Listen and respond to user discussions on the page
Number of fans, engagement, comments, views of video and photos
Ask your volunteers, donors, recipients what they think!
27Wednesday, October 19, 2011
QUESTIONS?
Janet@JanetFouts.com
SocialMediaCoachingCenter.com
Twitter- @Jfouts
Linkedin - JanetFouts
408.216.7423
28Wednesday, October 19, 2011
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