FACEBOOKBEST PRACTICES

FORNONPROFITS

Compass Point

@jfouts

1Wednesday, October 19, 2011

WHAT ARE YOUR GOALS?

Increased donationsVolunteerismCommunity outreachEmail signupBrand awareness

@jfouts

2Wednesday, October 19, 2011

3Wednesday, October 19, 2011

YOUR PLAN

• Resources

• Content frequency

• Fan focus/content

• Tools/apps

• Facebook Connect

• Ads

@jfouts

4Wednesday, October 19, 2011

ENGAGEMENT STRATEGY

• Open Graph

• Post as page

• Create shareable content

• Contests

• Shop

@jfouts

5Wednesday, October 19, 2011

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8Wednesday, October 19, 2011

9Wednesday, October 19, 2011

DESIGN

simpleshareablefocused

10Wednesday, October 19, 2011

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DON’T REINVENT THE WHEEL

@jfouts

Votigo

15Wednesday, October 19, 2011

DON’T REINVENT THE WHEEL

Personalization

@jfouts

16Wednesday, October 19, 2011

17Wednesday, October 19, 2011

What if nobody comes?

@jfouts

18Wednesday, October 19, 2011

COMSCORE

• Users 40-150% rely on newsfeed

• 3.5% of users active on a page

• 2/3 of posts have activity

• 30% revisit a page they have fanned

• 9.6% revisit a conversation

19Wednesday, October 19, 2011

EDGERANK

• Every object is scored

• No engagement = 0 visibility

• EdgeRankChecker.com

• Ask for the share

• Use photos and videos

• Open Graph on websites

• Create affinity

20Wednesday, October 19, 2011

• Be direct

• Don’t use jargon

• Be personal

• Show your passion

• ASK for the like

• Promo codes

• Choose images for POP

• Use real interests for keywords

• Narrow demographics

• Create multiple ads (A&B test)

• Focus on performance

UP YOUR EDGERANK

@jfouts

21Wednesday, October 19, 2011

CM PHOTOGRAPHICS

@jfouts

22Wednesday, October 19, 2011

DEMOGRAPHIC TARGETING

• 24-30 yr old women whose status = “engaged”

• $600 ad investment

• $40,000 direct revenue

• 19,610 fans

@jfouts

23Wednesday, October 19, 2011

SOCIAL ADS

• 85% more effective

• Leverage friends’ likes

• Users profile image

• Especially good for events

@jfouts

24Wednesday, October 19, 2011

EARNED MEDIA

800,000 users shown 125 ads by 75 brands @jfouts

25Wednesday, October 19, 2011

THE LESSON?

• Paid media is a catalyst-follow through with valuable content

• Don’t re-invent the wheel

• Be real, be human

• It’s all about what the user wants

@jfouts

26Wednesday, October 19, 2011

MEASUREMENTWebsite Analytics

ConversationMonitoring

Facebook Insights

Word ofMouth

Referral tracking, clickthroughs, comments on website

Listen and respond to user discussions on the page

Number of fans, engagement, comments, views of video and photos

Ask your volunteers, donors, recipients what they think!

27Wednesday, October 19, 2011

QUESTIONS?

Janet@JanetFouts.com

SocialMediaCoachingCenter.com

Twitter- @Jfouts

Linkedin - JanetFouts

408.216.7423

28Wednesday, October 19, 2011