Drew Bernard - ActionSproutMark Giangreco - DGA

Alan Rosenblatt, Ph.D. Turner 4D

Beth Becker - Indigo Strategies

John Haydon - Inbound ZombieSarah Burris - ActionSprout

Facebook Strategy: Finding You Supporters Among Your Fans#14NTCFB

1. The State of Facebook

2. The Three Goals, Prioritized

3. Prioritize Your work

IT’S A THANG• 1.23B Active Monthly Users

• 57% of American Adults

• 73% US Youth (12 – 17)

• 20 Minutes Per Visit

• 338 Friends

• Like 40+ Pages

STATE OFFACEBOOK

STATE OFFACEBOOK

FACEBOOK = MOBILE!• 680M Monthly Mobile Users

• 75% Login at Least Once a Day

• 60.3% of all mobile sharing

• Mobile – 914 minutes a month (vs. 351 web)

• Over 50% of ActionSprout Actions completed on Mobile

Posts under 80 characters get 66% more engagement

NO FREE LUNCH

THE THREE GOALS1. Increase Reach

2. Cultivate Relationships3. Convert and Capture Supporter

REACH = LEVERAGEWhat’s a reasonable expectation?

REACH

BEWARE OF VANITY METRICS

REACH

Your page is your brand.

Your website inside Facebook.

REACH

People only visit your page when driven there

(Facebook only delivers your content to 15% of your fans)

It’s All

About The

Newsfeed!!

REACH

Your Fans are Your Amplifier

No Fan Engagement = No Reach

REACH

CONTENT IS KINGContent That Serves Your Goals

REACH

REACH

20% unique content, 80% recycled high-performing content

80% PROVEN VIRALRe-Use

Post content again that is working well on your own page

BorrowAdapt other pages high performing

content to fit your unique message

FlatterRe-post content that is performing

well on similar pages

REACH

A LITTLE CHEESE GOES A LONG WAYS

And it can be good for you, Too!

REACH

WOULD YOU SHARE IT?REACH

MAKE IT RELEVANTREACH

TRAIN YOUR AUDIENCEREACH

FINDING OVER-PERFORMING CONTENT

Look for content that perform significantly better than average, relates to your work, and can have a call to action added to it

REACH

IMAGE POSTS + LINK POST

REACH

Photo Post

Reach: 363,392

Link PostReach: 161,690

FB ADSWhat’s ROI Are You After?

REACH

334,000 Reached

8,843 Engaged (2.63%)

(Like, Share, Comment)

1,341 Took Action(24%)

(Email, FB UID, Name, etc.)

478 Were fans

FB ADS

• Retarget Email Supporter

• Lookalike audience • Website Visitors• Friends of fans• Look alike audiences

(Reach, Cultivate, CAPTURE!)

REACH

CULTIVATE RELATIONSHIPSMove People up the Ladder of

Engagement

“Like if you agree”

“Sign the petition”

“Thank…”

“Sign the Card”

“Pledge to Help”

“Congratulate”

CULTIVATE Direct

MessageComment

s

LIKECOMMENTSHARE

&BEYOND

CULTIVATE

• Design for Reach• Cultivate Relationships• Captured Data

LESS MONOLOG MORE DIALOGEngage Directly… Be Genuine… Be Real

1. Ask Questions & Listen2. Engage In Comment3. Direct Message4. Email

CULTIVATE

197 Engaged (Like, Share,

Comment)

79 Took Action

(Email, FB UID, Name, etc.)

12 Were fans

FACEBOOK APPROPRIATE

ACTIONS

CULTIVATE

It’s not the number of people that matters. It’s how many support your work!

CONVERT

CONVERT

FIND YOUR DENNISCONVERT

THE STATE OF YOUR PAGE

Quality and Quantity of…

1. Reach

2. Engagement

3. Conversion

YOUR PAGE

BEWARE OF VANITY METRICS

YOUR PAGE

IMPACT REQUIRES ACTION!

YOUR PAGE

YOUR PAGE

UNDERSTANDING YOUR CURRENT SITUATION

• Fan Count

• Number of People Talking about you

• Post Reach

• Average Engagement per post

• Engagement Score

SIZE ISN’T EVERYTHING148K Fans

463K Fans

11% 1%

YOUR PAGE

1,300,000Talking

17K avg engagement

62,000 Talking5K avg

engagement

1149 119

Goal 1: Without Reach, There is No Point!

Goal 2. Without Engagement There’s No Reach Or Conversion

Goal 3. Without Conversion, There is no Impact

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