how to create an epic presence on facebook for your nonprofit
DESCRIPTION
TRANSCRIPT
![Page 1: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/1.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
![Page 2: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/2.jpg)
• Creating an effective Facebook marketing plan
• Let your nodes do the talking
• What the heck is Edgerank?
• Configuring your Page for engagement
• When should I post content?
• How to use photos and text updates to spark engagement?
• Yeah, but can you raise money?
• How to use Facebook ads to target donors
How to Create an Epic Presence on Facebook for Your Non-Profit
What we’ll be talking about today:
![Page 3: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/3.jpg)
brand
Your brand is the essential feeling people get from their interactions with you.
How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
![Page 4: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/4.jpg)
Audience
Your Audience is the various different people you reach (or are trying to reach).
brand
How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
![Page 5: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/5.jpg)
Messagebrand Audience
Your Message is the two-way discussion you have with your audience.
How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
![Page 6: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/6.jpg)
MessageBrand Audience
How to Create an Epic Presence on Facebook for Your Non-Profit
Creating an effective Facebook marketing plan
![Page 7: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/7.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
http://zmb.me/FBMarketingWorkbook
Free workbook for creating a Facebook Marketing plan:
![Page 8: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/8.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Let your nodes do the talking
![Page 9: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/9.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
#1: Start with people in your database!
Your CommunitySubscribersDonorsVolunteers
Let your nodes do the talking
![Page 10: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/10.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Your NetworkYour community’s family, friends and acquaintances
#2: Create content they want to share with their friends!
Let your nodes do the talking
![Page 11: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/11.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
What the heck is Edgerank?
![Page 12: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/12.jpg)
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.
How to Create an Epic Presence on Facebook for Your Non-Profit
What the heck is Edgerank?
![Page 13: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/13.jpg)
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
How to Create an Epic Presence on Facebook for Your Non-Profit
What the heck is Edgerank?
![Page 14: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/14.jpg)
You win in the Newsfeed when:
(1) People increasingly talk about your content(2) You skirt Edgerank with other channels(3) You publish content your community loves(4) You use Promoted Posts wisely(5) You invest time into replying to commenters
How to Create an Epic Presence on Facebook for Your Non-Profit
What the heck is Edgerank?
![Page 15: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/15.jpg)
Let the love in!
How to Create an Epic Presence on Facebook for Your Non-Profit
Configuring your Page for maximum engagement
![Page 16: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/16.jpg)
(1)Posting ability - Allowing users to post increases exposure for your org through virality.
(2)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.
(3)Tagging Ability – This creates viral exposure when people tag their friends
(4)Replies - This helps deepen discussions within comments
How to Create an Epic Presence on Facebook for Your Non-Profit
Configuring your Page for maximum engagement
![Page 17: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/17.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Configuring your Page for maximum engagement
![Page 18: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/18.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
![Page 19: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/19.jpg)
Buddymedia found a 20% higher rate of engagement for these posts published in the mornings and evenings.
How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
![Page 20: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/20.jpg)
HubSpot found that 8pm is best for comments and likes, 6pm for shares
How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
![Page 21: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/21.jpg)
Confirm this with your Page Insights!
How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
![Page 22: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/22.jpg)
Confirm this with your Page Insights!
How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
![Page 23: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/23.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
![Page 24: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/24.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
When to post content
![Page 25: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/25.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
You can also use PostPlanner which has additional scheduling features.
When to post content
![Page 26: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/26.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Posting photos
![Page 27: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/27.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Images speak directly with the Limbic system, which is also the seat of action.
Posting photos
![Page 28: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/28.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Images also capture more phyical space in the newsfeed
Posting photos
![Page 29: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/29.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Only post photos with a story!Posting photos
![Page 30: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/30.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Use emotions and conditionsPosting photos
![Page 31: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/31.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Drive more traffic with photosPosting photos
![Page 32: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/32.jpg)
Post images on Pinterest that link back to your Facebook photos
How to Create an Epic Presence on Facebook for Your Non-Profit
Create more exposure for your top photos
Posting photos
![Page 33: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/33.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Posting text updates
![Page 34: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/34.jpg)
Comment rates on questions are more than double comments on non-question updates!
How to Create an Epic Presence on Facebook for Your Non-Profit
Posting text updates
![Page 35: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/35.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Posting text updates
![Page 36: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/36.jpg)
•Specificity wins!
•Relevance wins!
•Preference questions
•Choice questions
•“Yes” or “No”
•Fill in the blank_____.
How to Create an Epic Presence on Facebook for Your Non-Profit
Posting text updates
![Page 37: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/37.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Posting text updates
![Page 38: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/38.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
But can you actually raise money?
![Page 39: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/39.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
.
.
?
But can you actually raise money?
![Page 40: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/40.jpg)
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
A Handshake is not the best toolto collectmoney
But can you actually raise money?
![Page 41: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/41.jpg)
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
Facebook is relational, not transactional
But can you actually raise money?
![Page 42: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/42.jpg)
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
Facebook is about long-term relationships with supports
But can you actually raise money?
![Page 43: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/43.jpg)
Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
Advocate and/or join your email list
Trust and affi
nity
This is where viral reach is created
Share their donation on Facebook
Donate for the first time via email
How to Create an Epic Presence on Facebook for Your Non-Profit
![Page 44: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/44.jpg)
First some numbers...How to Create an Epic Presence on Facebook for Your Non-Profit
Email acquisition and advocacy are the best
ways to find new donors on Facebook
But can you actually raise money?
![Page 45: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/45.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Target donor segments with Facebook ads
![Page 46: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/46.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
A relatively 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.
➡Target Facebook users who are similar to your specific segments
➡Get your core supporters amped up with action-based messaging.
Target donor segments with Facebook ads
![Page 47: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/47.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
http://zmb.me/TargetDonorsFacebookVideo Tutorial:
Target donor segments with Facebook ads
![Page 48: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/48.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
http://zmb.me/TargetDonorsFacebookVideo Tutorial:
Target donor segments with Facebook ads
![Page 49: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/49.jpg)
How to Create an Epic Presence on Facebook for Your Non-Profit
Questions?
![Page 50: How to Create an Epic Presence on Facebook for your Nonprofit](https://reader033.vdocuments.mx/reader033/viewer/2022051613/54c776594a795945558b459e/html5/thumbnails/50.jpg)
Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Co-Founder of SocialBrite and Social Media Fundraising Club
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!
How to Create an Epic Presence on Facebook for Your Non-Profit
About John: