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From Blackbaud Higher Ed Forum, hosted by Emmanuel College, John Haydon presented 21 tips for engaging alumni via social media. Great examples of schools doing it right and some practical tips for getting more out of your social media presence.
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21 Tips for Engaging Alumni Through Social Media
•The problem with Facebook
•Brand voice versus Friend voice
•How can I effectively grow my followers?
•How does the newsfeed algorithm affect my Page’s reach?
•When time and day should I post content?
•How can I optimize content (text, images, links)?
•How can I use other channels to boost engagement on social?
•What tools are critical for success?
What we’ll be discussing
21 Tips for Engaging Alumni Through Social Media
Get a notepad and pen
Taking notes will increase the likelyhood that you’ll take action. Also, you can jott down resources I mention that ARE NOT in the slides.
21 Tips for Engaging Alumni Through Social Media
The problem with Facebook...
People don’t use Facebook to connect with brands or nonprofits
The problem with Facebook
21 Tips for Engaging Alumni Through Social Media
70% of us trust brand recommendations from friends, but only 10% trust messages from those same brands.
- Forrester Research
The problem with Facebook
People don’t trust what you say...
21 Tips for Engaging Alumni Through Social Media
So... Where do you start?
The problem with Facebook
21 Tips for Engaging Alumni Through Social Media
Start with friend voice
21 Tips for Engaging Alumni Through Social Media
Start with friend voice
21 Tips for Engaging Alumni Through Social Media
Start with friend voice
21 Tips for Engaging Alumni Through Social Media
The secret to success on social...
is realizing that you’re not trying to engage total strangers
You’re simply trying to engage your EXISTING community
How can I effectively grow my followers?
First, you must understand your current fans, grasshopper.
21 Tips for Engaging Alumni Through Social Media
Who are your alumni and what do they want?
How can I effectively grow my followers?
21 Tips for Engaging Alumni Through Social Media
Facebook Graph search lets you search Facebook’s massive database of interests.
Use Facebook Graph Search to analyze your fanbase
21 Tips for Engaging Alumni Through Social Media
1. My friends who like [your org]2. Favorite interests of people who like [your page]3. Favorite interests of people who like [your org] and [competing page]4. Groups of people who like [your org]5. Pages liked by people who like [your page]6. Pages liked by women who like [your page]7. Pages liked by men who like [your page]8. Fans of [your page] and [another page]9. Restaurants in [your city] visited by people who like [your page]10. Pages like by people who live in [your city] and like [your page]
How can I effectively grow my followers?
Use Facebook Graph Search to analyze your fanbase
21 Tips for Engaging Alumni Through Social Media
Tip #1
#1: Start with your database!
Your CommunitySubscribersDonorsVolunteers
How can I effectively grow my followers?
21 Tips for Engaging Alumni Through Social Media
Tip #2
#2: Select best segment for promotion.
Your CommunitySubscribersDonorsVolunteers
How can I effectively grow my followers?
21 Tips for Engaging Alumni Through Social Media
Tip #2
Your websiteYour eventsYour physical placeYour email listYour snail mail list
#3: Promote your social through all channels
How can I effectively grow my followers?
21 Tips for Engaging Alumni Through Social Media
Tip #2
But wait... what’s in it for them?
But wait... what’s in it for them?
21 Tips for Engaging Alumni Through Social Media
1) Share amazing stories.
But wait... what’s in it for them?
21 Tips for Engaging Alumni Through Social Media
Tip #3
1) Share amazing stories.2) Sweepstakes or giveaways
ShortStack and TabSite are excellent tools for sweepstakes and photo contests
But wait... what’s in it for them?
21 Tips for Engaging Alumni Through Social Media
Tip #4
1) Share amazing stories.2) Sweepstakes or giveaways3) Fan-gated content (eBooks, resources)
But wait... what’s in it for them?
21 Tips for Engaging Alumni Through Social Media
Tip #5
http://youtu.be/7so1-OrYyhE
1) Share amazing stories.2) Sweepstakes or giveaways3) Fan-gated content (eBooks, resources)
ShortStack and TabSite are excellent tools to offer fan-only content
But wait... what’s in it for them?
21 Tips for Engaging Alumni Through Social Media
Tip #5
How does the newsfeed algorithm affect my Page’s reach?
How does the newsfeed algorithm affect my Page’s reach?
21 Tips for Engaging Alumni Through Social Media
30
1.You post an update on your
Page
How does the newsfeed algorithm affect my Page’s reach?
21 Tips for Engaging Alumni Through Social Media
31
1.You post an update on your
Page
2.Some of your fans see that
update (reach)
How does the newsfeed algorithm affect my Page’s reach?
21 Tips for Engaging Alumni Through Social Media
32
1.You post an update on your
Page
2.Some of your fans see that
update (reach)
3.Some of those fans like,
comment on, or share that
update (talking about this)
How does the newsfeed algorithm affect my Page’s reach?
21 Tips for Engaging Alumni Through Social Media
33
1.You post an update on your
Page
2.Some of your fans see that
update (reach)
3.Some of those fans like,
comment on, or share that
update (talking about this)
4.Some of their friends see the
story created in number 3
(viral reach)
How does the newsfeed algorithm affect my Page’s reach?
21 Tips for Engaging Alumni Through Social Media
34
1.You post an update on your
Page
2.Some of your fans see that
update (reach)
3.Some of those fans like,
comment on, or share that
update (talking about this)
4.Some of their friends see the
story created in number 3
(viral reach)
5.Some of those friends like,
comment on, or share that
update (talking about this)
How does the newsfeed algorithm affect my Page’s reach?
21 Tips for Engaging Alumni Through Social Media
Four factors that determine whether your fan sees your Page update:
Relationship between fan and updateHow fans talk about that update (likes, comments, shares)How recently the update was publishedHow many negative comments the update received
How does the newsfeed algorithm affect my Page’s reach?
21 Tips for Engaging Alumni Through Social Media
How should I configure my page for maximum virality?
How should I configure my page for maximum virality?
Select these settings today!
21 Tips for Engaging Alumni Through Social Media
(1) Posting ability - Allowing
users to post increases
exposure for your org through
virality.
Select these settings today!
How should I configure my page for maximum virality?
21 Tips for Engaging Alumni Through Social Media
Tip #6
(1) Posting ability - Allowing
users to post increases
exposure for your org through
virality.(2) Tagging Ability – This creates
viral exposure when people
tag their friends
How should I configure my page for maximum virality?
Select these settings today!
21 Tips for Engaging Alumni Through Social Media
Tip #7
(1) Posting ability - Allowing
users to post increases
exposure for your org through
virality.(2) Tagging Ability – This creates
viral exposure when people
tag their friends
(3) Replies - This helps deepen
discussions within comments
How should I configure my page for maximum virality?
Select these settings today!
21 Tips for Engaging Alumni Through Social Media
Tip #8
(1) Posting ability - Allowing
users to post increases
exposure for your org through
virality.(2) Tagging Ability – This creates
viral exposure when people
tag their friends
(3) Replies - This helps deepen
discussions within comments(4) Similar suggestions - Allows
Facebook to suggest your
Page whensimilar Pages are
liked.
How should I configure my page for maximum virality?
Select these settings today!
21 Tips for Engaging Alumni Through Social Media
Tip #9
When should I post content to my Page?
HubSpot found that 8pm is best for comments and likes, 6pm for shares
When should I post content to my Page?
Nightime!
21 Tips for Engaging Alumni Through Social Media
Tip #10
Data on more than 1.3 million posts published on the top 10,000 pages (source: Dan Zarrella)
16When should I post content to my Page?
People use Facebook more on the weekends
Weekends!
21 Tips for Engaging Alumni Through Social Media
Tip #11
Use Insights!
Insights shows you what days and times your fans are online.
When should I post content to my Page?
21 Tips for Engaging Alumni Through Social Media
Tip #12
How can I optimize links for more traffic to my website?
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
21 Tips for Engaging Alumni Through Social Media
Tip #13
How can I optimize links for more traffic to my website?
Try the new CTAs
http://www.johnhaydon.com/2014/02/24/new-facebook-call-to-actions-for-link-posts-video-tutorial/21 Tips for Engaging Alumni Through Social Media
Tip #14
Facebook is a sharing tool, not a traffic tool
How can I optimize links for more traffic to my website?
21 Tips for Engaging Alumni Through Social Media
Tip #14
How can I optimize photos for more engagement?
Images get more engagement.
How can I optimize photos for more engagement?
21 Tips for Engaging Alumni Through Social Media
Tip #15
Images speak directly with the Limbic system, the seat of emotion and action.
Photos are the language of emotion
How can I optimize photos for more engagement?
21 Tips for Engaging Alumni Through Social Media
Tip #15
Images also capture more physical space in the newsfeed
How can I optimize photos for more engagement?
21 Tips for Engaging Alumni Through Social Media
Tip #15
Images dominate the newsfeed on mobile as well.
How can I optimize photos for more engagement?
21 Tips for Engaging Alumni Through Social Media
Tip #15
How can I optimize photos for more engagement?
Great photos tell a story
21 Tips for Engaging Alumni Through Social Media
Tip #15
How can I use text updates to wake up my fanbase?
Less than 140 characters boosts engagement
How can I use text updates to wake up my fanbase?
21 Tips for Engaging Alumni Through Social Media
Tip #16
Comment rates on questions are more than double comments on non-question updates!
How can I use text updates to wake up my fanbase?
from HubSpot
21 Tips for Engaging Alumni Through Social Media
Tip #17
Closed questions
How can I use text updates to wake up my fanbase?
21 Tips for Engaging Alumni Through Social Media
Tip #18
Closed questions take advantage of the brain’s built-in auto
complete feature.
How can I use text updates to wake up my fanbase?
Lower hurdles enable more action
21 Tips for Engaging Alumni Through Social Media
Tip #18
Don’t forget the call-to-action!
Don’t forget the call-to-action!
21 Tips for Engaging Alumni Through Social Media
Tip #19
Don’t forget the call-to-action!
21 Tips for Engaging Alumni Through Social Media
Tip #19
Don’t forget the call-to-action!
21 Tips for Engaging Alumni Through Social Media
Tip #19
Don’t forget the call-to-action!
21 Tips for Engaging Alumni Through Social Media
Tip #19
Make sharing emotional and
conditional
Don’t forget the call-to-action!
21 Tips for Engaging Alumni Through Social Media
Tip #19
http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/
More examples of awesome updates
21 Tips for Engaging Alumni Through Social Media
How can I integrate other channels?
Leverage email
How can I integrate other channels?
21 Tips for Engaging Alumni Through Social Media
Tip #20
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
How can I integrate other channels?
21 Tips for Engaging Alumni Through Social Media
Tip #20
Wearever uses email to promote testimonials customers post on their Facebook Page
Leverage email
How can I integrate other channels?
21 Tips for Engaging Alumni Through Social Media
Tip #20
If your nonprofit does webinars on a regular basis, try using Facebook as the place where follow up questions are answered.
Promote your Page with Q&A webinars or streaming video
Leverage events
How can I integrate other channels?
21 Tips for Engaging Alumni Through Social Media
Tip #21
Create a Facebook Event for all events!
Leverage events
How can I integrate other channels?
21 Tips for Engaging Alumni Through Social Media
Tip #21
Use apps
How can I integrate other channels?
21 Tips for Engaging Alumni Through Social Media
Tip #22
Promote other profiles
How can I integrate other channels?
21 Tips for Engaging Alumni Through Social Media
Tip #23
Leverage IRL!
How can I integrate other channels?Tip #24
How can I use a content calendar to get organized?
How can I use a content calendar to get organized?
Watch this video to learn how to create a private Google calendar
Use Google Calendar!Tip #25
How can I use a content calendar to get organized?
Watch this video to learn how to create a private Google calendar
Use Google Calendar!Tip #25
Why should I create a community policy?
(1) Encourage dialogue
(2) Set tone and expectations
(3) Be clear about consequences
Why should I create a community policy?Tip #26
Why should I create a community policy?Tip #26
Why should I create a community policy?Tip #26
Q&A
Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA and the Social Media Fundraising Club.
Trainer: Charityhowto and MarketingProfs.
Speaker: Nonprofit Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc.
Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop, Social Media Today, Digital Marketing Monthly.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid America, Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC
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