how to get more likes, comments & shares on your ......9/18/13 1 how to get more likes, comments...

9/18/13

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How to get more Likes, Comments & Shares

on Your Facebook Page Updates

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How to get more Likes, Comments & Shares on Your Facebook Page Updates

How to Get More Likes, Comments & Shares on Your Facebook Page Updates

9/18/13

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Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA

Instructor: Charityhowto and MarketingProfs

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.

Your topic expert: John Haydon


�   How does the News Feed work and how is it viral?What is the

News Feed algorithm why should I care?How should I configure

my page for maximum virality?How many times per day should I

post to my Page?

�   What time of day should I post content to my Page?How can I

easily publish content to multiple Pages?How can I optimize links

for more traffic to my website?How can I optimize photos for the

most engagement?How can I use text updates to wake up my

fanbase?How can I use other channels to boost engagement on

my Page?How can I create a Facebook Page posting calendar?

�   What is the best way to use promoted posts?

Questions we’ll be answering:


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How does the News Feed work and how is it viral?


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1.  You post an update on your Page

How does the News Feed work and how is it viral? How does the News Feed work and how is it viral?


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7 7


2.  Some of your fans see that

update (reach)

How does the News Feed work and how is it viral? How does the News Feed work and how is it viral?


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update (reach)

3.  Some of those fans like, comment

on, or share that update (talking

about this)



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update (reach)



about this)

4.  Some of their friends see the

story created in number 3 (viral

reach)



10 10



update (reach)



about this)



reach)

5.  Some of those friends like,

comment on, or share that update

(talking about this)



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11 11



update (reach)



about this)



reach)

5.  Some of those friends like,

comment on, or share that update

(talking about this)


Community + Content = Success




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What is the News Feed Algorithm, and why should I care?




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Facebook’s algorithm determines whether a specific Page story will appear

in the Newfeed of a specific fan.

(It ranks your content, not your Facebook Page)





Relationship between fan and update

Four factors that determine whether your fan sees your Page update:

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How fans talk about that update (likes, comments, shares)






How recently the update was published

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How recently the update was published

How many negative comments the update received

Configure your Page for maximum engagement


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(1)  Posting ability - Allowing users

to post increases exposure for

your org through virality.

Select these settings today!





(2)  Tagging Ability – This creates

viral exposure when people tag

their friends

Configure your Page for maximum engagement Select these settings today!


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their friends

(3)  Replies - This helps deepen

discussions within comments









their friends

(3)  Replies - This helps deepen

discussions within comments

(4)  Similar suggestions - Allows

Facebook to suggest your Page

whensimilar Pages are liked.



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What time of day should I post content to my Page?


HubSpot found that 8pm is best for comments and likes, 6pm for shares�

What time of day should I post content to my Page?


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1. Post in the morning��

What time of day should I post content to my Page? Facebook is the morning paper


1. Post in the morning�2. Post in the evening��

What time of day should I post content to my Page? Facebook is the evening paper


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1. Post in the morning�2. Post in the evening�3. See what works�

What time of day should I post content to my Page? What works for your community?


What time of day should I post content to my Page? What works for your community?

Insights shows you what days and times your fans are online.�


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On Saturdays and Sundays you’ll be the

only one in the Newsfeed!

Data on more than 1.3 million posts published on the top 10,000 pages (source: Dan Zarrella)

16 Don’t forget the weekends!

People use Facebook more on weekends


How can I schedule updates for the future?


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How can I schedule updates for the future? All Pages have this feature


How can I schedule updates for the future?


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You can also use PostPlanner which has additional scheduling features.�

How can I schedule updates for the future? Highly recommended app!


How can I optimize links for more traffic to my website?


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Shortened URLs are commonplace on Twitter, but not on Facebook.��When you shorten a URL, you are taking away information the user needs to be able to decide if they should click the link or not.��In fact, research has shown that long URLs get 3x as many clicks as short URLs.�

How can I optimize links for more traffic to my website? Don’t post short URLs


Ask yourself: “What would make this title and excerpt stand out even more?”

How can I optimize links for more traffic to my website? Edit your title, description and image


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How can I optimize links for more traffic to my website?

But... links get the least engagement Links stink


How can I optimize links for more traffic to my website? Facebook is a sharing tool, not a traffic tool


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How can I optimize photos for the most engagement?


Images speak directly with the Limbic system, the seat of emotion and action.

How can I optimize photos for the most engagement? Photos are the language of emotion


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How can I optimize photos for the most engagement? Photos are the language of emotion

Top emotions that drive sharing:

Anger Awe Anxiety

Images speak directly with the Limbic system, the seat of emotion and action.


Images also capture more phyical space in the newsfeed

How can I optimize photos for the most engagement? Photos can also capture attention


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Images dominate the newsfeed on mobile as well.

How can I optimize photos for the most engagement? Photos can also capture attention


How can I optimize photos for the most engagement? Great photos can get people angry


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How can I optimize photos for the most engagement? Great photos tell a story


Infographs are also excellent



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Resources for creating great images: Curation: Google Plus, Reddit, Flickr, Fotolia (paid) Editing: Pixlr, Photoshop, Over, ColourLovers.com


How can I use text updates to wake up my fanbase?�How can I use text updates to wake up my fanbase?


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Post questions��

Comment rates on questions are more than double comments on non-question updates!�

How can I use text updates to wake up my fanbase?


Closed questions



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Closed questions take advantage

of the brain’s built-in auto

complete feature.


• True or false

• Multiple choice

• Preference questions

• “Yes” or “No”

• Fill in the blank_____. Bonus ebook, “50 Ways to Boost Your Facebook Page Edgerank” (on the resource page

for this webinar) has many more tactics.


Question types that work:��


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Question types that work:��


How can I get more likes, comments and shares with call-to-actions?


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Make sharing emotional and

conditional


More examples http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/


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How can I use other channels to boost engagement on my Page?


#1: Start with people in your database!

Your CommunitySubscribers�Donors�Volunteers�



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Your NetworkYour community’s family, friends and acquaintances�

#2: Create content they want to share with their friends!



➡ Make sure your events are colossal!


Leverage events


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➡ Solicite fan content at event


Leverage events




➡ Make beautiful but simple signage


Leverage events


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➡ Use a QR code


Leverage events





➡ Use a QR code

➡ Use your Facebook Page username


Leverage events


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Leverage email


Promote individual posts that have

recently performed well.

This gets your email subscribers to

join these conversation on

Facebook, which then reaches their

personal friend networks.

Leverage email



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This also “skirts” News

Feed ranking by pushing

engagement on specific

Page updates Update

Facebook users

Email subscribers

Leverage email



How can a Facebook Page content calendar focus our strategy?


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THURSDAY TOPIC

SUNDAY TOPIC

MONDAY TOPIC

TUESDAY TOPIC

WEDNESDAY TOPIC

FRIDAY TOPIC

SATURDAY TOPIC

CAMPAIGN TOPIC:

DATES: FACEBOOK PAGE TOPIC CALENDAR

Who’s posting:

Who’s posting:

Who’s posting:

Who’s posting:

:

Who’s posting:

Who’s posting:

Who’s posting:

How should we be using Promoted posts?


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Only Promote Awesome Remember, with promoted posts, you’re only paying for reach.

If you publish content that people can’t help but talk about, it means that your ad dollars will go further for each promoted post.

Three ways to get more from promoted posts 1



Only Promote Awesome




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Know Thy Plan Just because an update goes wildly viral, doesn’t mean you should spend money to promote it.

Ask yourself if promoting the post makes sense in terms of your goals and branding.




Promote only to fans You increase the likelyhood of negative comments by promoting to friends of fans. Consider deleting this ad in the campaign.


https://www.facebook.com/ads/manage/campaigns/



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How to create an effective Facebook Page community policy



(1)  Encourage dialogue

(2)  Set tone and expectationsBe clear about consequences


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How can I determine what content works best?


Rank your content based on Engagement Rate and look for patterns.

How can I determine what content works best?


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Questions?


How to get more

Subscribe to my blog�

Like the Nonp �


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October 17 Members

Webinar I’ll coach & give feedback on your fall appeal draft & any emails to go with your

fall campaign

By Monday, October 14: Submit your appeal draft

& email drafts to: [email protected]

October 17 Members Webinar

How to get more Likes, Comments &

Shares on Your Facebook Page Updates

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on today’s session with John Haydon.

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How to get more Likes, Comments & Shares on Your Facebook Page Updates

how to get more likes, comments & shares on your ......9/18/13 1 how to get more likes, comments...

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