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10 Ways To Get Better Results for
Your Charity on
10 Ways To Get Better Results for Your Charity on Facebook
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!
10 Ways To Get Better Results for Your Charity on Facebook
• Three pillars to your content strategy
• Three shocking facts about every Facebook Page
• Preparing your Page for primetime
• Understand how Edgerank works
• How to use photos to increase reach and engagement
• Why (or why not) you should use your Page’s message feature
• How to promote your Facebook Page to your email list
• When you should pin content and when you should highlight content
• How replying to comments can increase your Page’s reach
What we’ll be talking about today...
10 Ways To Get Better Results for Your Charity on Facebook
Understand The three pillars of your content strategy
10 Ways To Get Better Results for Your Charity on Facebook
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MessageBrand Audience
10 Ways To Get Better Results for Your Charity on Facebook
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Understand The three pillars of your content strategy
Know the shocking truth about your page
10 Ways To Get Better Results for Your Charity on Facebook
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Know the shocking truth about your page
(1) Non-fans can comment on your Page updates
(2) 84% of your fans don't get your content in their newsfeed!
(3) Less than 5% of your Facebook Page fans visit your Facebook Page!
10 Ways To Get Better Results for Your Charity on Facebook
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10 Ways To Get Better Results for Your Charity on Facebook
Prepare Your Page
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10 Ways To Get Better Results for Your Charity on Facebook
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Prepare Your 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.
Simplify 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).
Remove or Leave Your Message Feature – Facebook Pages also have a messaging feature which allows visitors to send you a private message. Use these opportunities to nurture a relationship on the sender’s terms. Remove it if you have another CTA on your Page.
Create 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.
Direct Attention with 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.
Understand how edgerank works
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10 Ways To Get Better Results for Your Charity on Facebook
Edgerank is Facebook’s algorithm that determines whether a specific Page story
will appear in the Newfeed of a specific fan.
It’s ranks your content, not your Facebook Page.
10 Ways To Get Better Results for Your Charity on Facebook
Understand how edgerank works
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10 Ways To Get Better Results for Your Charity on Facebook
Understand how edgerank works
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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
10 Ways To Get Better Results for Your Charity on Facebook
Understand how edgerank works
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use photos to spark engagement
10 Ways To Get Better Results for Your Charity on Facebook
Make sure that they’re at least 846 x 403 pixels (iPhone photos are 1936 x 2592).
use photos to spark engagement
10 Ways To Get Better Results for Your Charity on Facebook
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Makes photos viral
use photos to spark engagement
10 Ways To Get Better Results for Your Charity on Facebook
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Post photos from blog posts instead of just posting a link.
use photos to spark engagement
10 Ways To Get Better Results for Your Charity on Facebook
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Make sure the article stands out!Edit the title, description and preview picture
10 Ways To Get Better Results for Your Charity on Facebook
Edit Links to Drive more Traffic
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Pin your top stories from the previous week
Pinning and Highlighting
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10 Ways To Get Better Results for Your Charity on Facebook
Highlight stories with photos to break up the visual spacing of your Timeline
Pinning and Highlighting
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10 Ways To Get Better Results for Your Charity on Facebook
When you highlight, reposition photos
Pinning and Highlighting
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10 Ways To Get Better Results for Your Charity on Facebook
Post Short Questions and Reply to comments
Comment rate more than doubles! 8
10 Ways To Get Better Results for Your Charity on Facebook
Use Email Marketing to Promote your Page
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10 Ways To Get Better Results for Your Charity on Facebook
• Leverage an event (offline or virtual)
• Email invitations about these events
• Use plain text emails
• Make sure the subject line begs to be clicked
• Link to Page stories regularly
Always confirm your gut
Use Insights
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10 Ways To Get Better Results for Your Charity on Facebook
Questions?
10 Ways To Get Better Results for Your Charity on Facebook