Nonprofit 911: 27 Ways to Increase Engagement on Your Facebook Page

Transcription

1 Nonprofit 911: 27 Ways to Increase Engagement on Your Facebook Page with John Haydon Audio for this event will be available beginning at 1 pm ET via your PC speakers or headphones If you are unable to listen to your PC audio, please close the Audio Broadcast panel and click the Request button below the participant panel to get dial in info.

2 About Network for Good Upcoming Trainings: Nonprofit911.org NetworkForGood.org for Nonprofits DonateNow Now EventsNow Fundraising Fundmentals CommonGround The Network for Good x1

3 Today s Speaker: John Haydon

4 27 Ways To Increase Engagement On Your Facebook Page

5 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 (3rd edition) 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

6 What we ll be talking about today... The three most important pillars of your content strategy Three shocking facts about every Facebook Page Edgerank defined and why you should care The best times during the day to post content How to post links on in a Page story How to use photos to spark engagement How to use questions to spark conversations And more...

7 The three most important pillars of your content strategy

8 The three most important pillars of your content strategy Your brand is the essential feeling people get from their interactions with you. brand

9 The three most important pillars of your content strategy Your brand is the essential feeling people get from their interactions with you. Articulate and refine, refine and articulate! brand 1

10 The three most important pillars of your content strategy Your Audience is the various different people you reach (or are trying to reach). brand Audience

11 The three most important pillars of your content strategy Your Audience is the various different people you reach (or are trying to reach). Articulate and refine, refine and articulate! brand Audience 2

12 The three most important pillars of your content strategy Your Message is the two-way discussion you have with your audience. brand Audience Message

13 The three most important pillars of your content strategy Your Message is the two-way discussion you have with your audience. Listen, Articulate, refine, repeat. brand Audience Message 3

14 The three most important pillars of your content strategy Brand Audience Message

15 Know the shocking truth about your page

16 Know the shocking truth about your page (1) Non-fans can comment on your Page updates 4

17 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! 5

18 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! 6

19 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!

20 Understand how edgerank works

21 Understand how edgerank works 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. 7

22 Understand how edgerank works 7

23 Understand how edgerank works 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 7

24 Make sure your admin settings are optimized for engagement Let the love in! 8

25 Make sure your admin settings are optimized for engagement Posting ability - Allowing users to post increases exposure for your org through virality. 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. Tagging Ability This creates viral exposure when people tag their friends Moderation and Profanity Blocklists - This helps mitigate any possible negative effects from openning up posting abilities. 8

26 Make sure your admin settings are optimized for engagement 8

27 Know the best time of day to post

28 Know the best time of day to post Buddymedia found a 20% higher rate of engagement for these posts published in the mornings and evenings. 9

29 Know the best time of day to post Confirm this with your Page Insights. 9

30 Know the best time of day to post Confirm this with your Page Insights. 9

31 Know your Page s Recommended Daily Posting Frequency 10

32 Know your optimum daily frequency Confirm this with your Page Insights. 4-6 posts per day 10

33 Great! We know what time of day, and how often to post.

34 Great! We know what time of day, and how often to post. But what should we post?

35 the best way to post links

36 the best way to post links Don t shorten URLs! 11

37 the best way to post links If you need to schedule posts, use PostPlanner 11

38 the best way to post links Make sure the article stands out! Edit the title, description and preview picture 12

39 the best way to post links Make sure the article stands out! Edit the title, description and preview picture 12

40 use photos to spark engagement

41 use photos to spark engagement Make sure that they re at least 846 x 403 pixels (iphone photos are 1936 x 2592). 13

42 use photos to spark engagement Use Reddit and Digg 14

43 use photos to spark engagement Makes photos viral 15

44 use photos to spark engagement And don t forget cover photos for your fans! 16

45 use photos to spark engagement Game Edgerank by posting photos from blog posts instead of just posting a link. 17

46 use photos to spark engagement Post images on Pinterest that link back to your Facebook photos 18

47 What about pinning and highlighting?

48 Pinning and Highlighting Pin your top stories from the previous week 19

49 Pinning and Highlighting Highlight stories with photos to break up the visual spacing of your Timeline 20

50 Pinning and Highlighting When you highlight, reposition photos 21

51 Ok... What about just regular text updates?

52 Post short updates Less than 80 characters is best 22

53 Post Questions Comment rate more than doubles! 23

54 Use updates as simple poll questions This gives your fans the freedom on commenting! 24

55 Try using Unusual Characters or Bolding at the beginning This creates a purple cow 25

56 Share posts from other Pages This is a great way to nuture peer relationships! 26

57 Share posts from other Pages Make this easy to manage by liking other Pages as a Page 26

58 Use Insights Always confirm your gut 27

59 Wow... I learned a lot today...

60 Nonprofit911.org Join us for our next webinar on May 10 at 1 p.m. Eastern

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