Facebook success: 7 Cheat Codes for Nonprofits

Facebook Success • 7 Cheat Codes for Nonproﬁts

CHEAT CODES: Employed when a video
game player uses non-standard
methods for creating an advantage
beyond normal gameplay.

What we’re going to discuss
AGENDA
• Primer: The game changed. Do you know the rules?
• Cheat code #1: Fruit on the ground
• Cheat code #2: Hacking photos
• Cheat code #3: Hacking text updates
• Cheat code #4: Hacking promoted posts
• Cheat code #5: Hacking ads
• Cheat code #6: Hacking fundraising
• Cheat code #7: Hacking analytics

RISK-REWARD CHALLENGE:
Post this update on your Page for a chance to win a free copy of
Facebook Marketing for Dummies:
“POLL QUESTION: How could we be more useful on
Facebook?
A ) Publish more content that’s useful and relevant to YOU
B ) Publish news items about the organization
C ) Be more responsive to your questions”
You don’t learn if you don’t do.

The game changed.
Do you know the rules?

70% of us trust brand recommendations
from friends, but only 10% trust
messages from those same brands.-
Forrester Research
Word of mouth is the best persuasion.

The secret to Facebook is getting your
customers to talk about you (your
service, products, cause).
It’s not you talking about your business.

Your customers’ friends are your competition.

Who’s this cranky looking dude?

Who’s this cranky looking dude?
Edgerank!

Facebook’s algorithm determines
whether a specific update will
appear in the Newsfeed of a
specific fan, or not.
What is the News Feed Algorithm, and why should I care?

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)

Four factors that determine whether your fan sees your Page update:
Relationship between fan and update

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

How recently the update was published

How recently the update was published
How many negative comments the update received

The game changed. Do you know the rules?
We want to be better at
Facebooking. Where do we start?

#1: Start with
people in your
database!
Your Community
Subscribers
Donors
Volunteers
Customers

Your Network
Your community’s
family, friends and
acquaintances
#2: Create content
they want to share
with their friends!

Cheat code #1:
Fruit on the ground

Cheat code #1: Fruit on the ground

Cheat code #2:
Hacking photos

Images speak
directly with the
Limbic system, the
seat of emotion
and action.
Cheat code #2: Hacking photos

Top emotions behind 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.

Cheat code #3:
Hacking text updates

Comment rates on questions are more than double comments
on non-question updates!
Cheat code #3: Hacking text updates

Closed questions

Closed questions take advantage
of the brain’s built-in auto
complete feature.

Five ways to ask effective questions on Facebook:
1)Be super specific
2)Be super relevant
3)Ask preference questions
4)Ask multiple choice questions
5)Ask “yes” or “no” questionsFill
in the blank_____.

Cheat code #4:
Hacking promoted posts

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.
1
Cheat code #4: Hacking promoted posts

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.
1
Engagement rate
essentially measures
content quality

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.
2

Promote only to fans
You increase the likelyhood of negative comments
by promoting to friends of fans. Consider deleting
this ad in the campaign.
3
https://www.facebook.com/ads/manage/campaigns/

Cheat code #5:
Hacking ads

Cheat code #5: Hacking ads
Target your communityPoach other pages

Target your community

Target your community
http://youtu.be/aBZLoLAQ4nY

Cheat code #6:
Hacking fundraising

Cheat code #6: Hacking fundraising

.
.
?

A Handshake is not the best
tool to collect money

Facebook is relational, not
transactional

Become aware of your cause when friends talk about your Page

Like,comment on,and share your updates

Continue engaging and like your Page

This is where
viral reach is
created

Advocate and/or join your e-mail list
This is where
viral reach is
created

This is where
viral reach is
created
E-mail acquisition!

This is where
viral reach is
created
Donate for the first time via e-mail

This is where
viral reach is
created
Share their donation
on Facebook

Trust and
affinity
This is where
viral reach is
created
Share their donation
on Facebook

E-mail acquisition and
advocacy are a better
way to find new donors
on Facebook

Free webinar:
Seven Powerful Ways to Build
Your E-mail List With Facebook
Sign up here:
http://zmb.me/FBEMAILWB

Cheat code #7:
Hacking analytics

Cheat code #7: Hacking analytics
The most essential metric

12 ways people “talk about you” with their Facebook friends:
1)Like a post from your Page
2)Comment on a post from your Page
3)Share a post from your Page
4)Answer a Question
5)Mention your Page in an update
6)Tag your Page in a photo
7)Tag their friends in a photo you post
8)Like your Page
9)Post an update on your Page
10)RSVP to an event on your Page
11)Check into your Facebook Place
12)Writing a recommendation about your Page
The most essential metric

Engagement rate essentially measures content
quality
Cheat code #7: Hacking analytics

#Bonus: Create an interest list of awesome Pages

#Bonus: Follow this Pinterest Board
http://pinterest.com/johnhaydon/powerful-updates-from-nonproﬁt-facebook-pages/

How to get more
Subscribe to my blog
Like the Nonproﬁt Facebook Page

Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Instructor at Marketing Profs University, SocialMediaFundraisingClub.com and Charityhowto.com
Speaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud’s BBCon, New
Media Expo, TechSoup, GrantSpace, Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood.
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund,
Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup,
WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife
Federation, Razoo, Concord Conservatory.
About John

Facebook success: 7 Cheat Codes for Nonprofits

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Facebook success: 7 Cheat Codes for Nonprofits