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Using Facebook to Boost Member Engagement
Using Facebook to Boost Member Engagement
johnhaydon.com
I) Facebook Groups versus Facebook Pages
II) How to use Facebook Groups to boost member engagement
III) Is Facebook a waste of time?
IV)Don’t build a house on rented land
V) Facebook Page + Website Content = Win
VI)Building a quality Facebook fan base
VII)Building a solid foundation for your website
• Making sure your website is ready
• Adding Facebook plugins to your website
VIII) Next steps and Q&A
What we’ll talk about:
Using Facebook to Boost Member Engagement
johnhaydon.com
I) Facebook Groups versus Facebook Pages
Using Facebook to Boost Member Engagement
johnhaydon.com
I) Facebook Groups versus Facebook Pages
Donda’s House uses a Page to engage supporters and promote their nonprofit.
Using Facebook to Boost Member Engagement
johnhaydon.com
I) Facebook Groups versus Facebook Pages
Their music students use a Group to stay in touch.
Using Facebook to Boost Member Engagement
johnhaydon.com
I) Facebook Groups versus Facebook Pages
The 411: Facebook Groups versus Facebook Pages
Groups Pages
Strategic Value Connection Marketing
Voice Community Brand
Content Distribution Controlled by members Controlled by algorithm
Privacy Public, Closed, Secret Everything is public
Audience Admins have control over who can join
Fans and their friends
Metrics None Facebook Insights
Facebook Ads No Yes
Using Facebook to Boost Member Engagement
johnhaydon.com
Groups have three privacy options:
Public: Anyone can join or be added or invited by a member
Closed: Anyone can ask to join or be added or invited by a member
Secret: Potential members must be added or invited by a member
II) How to use Groups to Boost member engagement
Using Facebook to Boost Member Engagement
johnhaydon.com
Groups have several communications features:
Events: Members can create events
Files: Members can upload files, and create documents
Timeline: Members can post to a timeline
II) How to use Groups to Boost member engagement
Using Facebook to Boost Member Engagement
johnhaydon.com
Create a closed Facebook Group for “super fans”.
II) How to use Groups to Boost member engagement
Using Facebook to Boost Member Engagement
johnhaydon.com
II) How to use Groups to Boost member engagement
Educate members about using Groups
Using Facebook to Boost Member Engagement
johnhaydon.com
II) How to use Groups to Boost member engagement
Conduct polls
Using Facebook to Boost Member Engagement
johnhaydon.com
Create a place that is useful for members
II) How to use Groups to Boost member engagement
Using Facebook to Boost Member Engagement
johnhaydon.com
Do not use Groups to promote your nonprofit. That’s what Pages are for.
II) How to use Groups to Boost member engagement
Using Facebook to Boost Member Engagement
johnhaydon.com
I) Is Facebook a waste of time?
Using Facebook to Boost Member Engagement
johnhaydon.com
Whoa!
I) Is Facebook a waste of time?
Using Facebook to Boost Member Engagement
johnhaydon.com
50% drop in reach in 5 months!
I) Is Facebook a waste of time?
johnhaydon.com
Less than six percent?That’s not true with these
pages…
Using Facebook to Boost Member Engagement
johnhaydon.com
50% reach
I) Is Facebook a waste of time?
Using Facebook to Boost Member Engagement
johnhaydon.com
80% reach
I) Is Facebook a waste of time?
Using Facebook to Boost Member Engagement
johnhaydon.com
470% reach
I) Is Facebook a waste of time?
Using Facebook to Boost Member Engagement
johnhaydon.com
Still… reach has
and will continue to
decline.
I) Is Facebook a waste of time?
Using Facebook to Boost Member Engagement
johnhaydon.com
Facebook marketing should not
be limited to your Facebook Page
II) Don’t build a house on rented land
Using Facebook to Boost Member Engagement
johnhaydon.com
Facebook marketing should not
be limited to your Facebook Page
Your website will always be your home base.
II) Don’t build a house on rented land
Using Facebook to Boost Member Engagement
johnhaydon.com
Facebook marketing should not
be limited to your Facebook Page
Social media will always be outposts -
places where your people hang out.
II) Don’t build a house on rented land
Using Facebook to Boost Member Engagement
johnhaydon.com
Facebook marketing should not
be limited to your Facebook Page
And email is where you cultivate interest
and encourage action.
II) Don’t build a house on rented land
Using Facebook to Boost Member Engagement
johnhaydon.com
Remember earlier when
we talked about
declining reach?
II) Don’t build a house on rented land
Using Facebook to Boost Member Engagement
johnhaydon.com
Having a website strategy AND a Page
strategy will increase overall engagement
and reach for your nonprofit.
IV) Facebook Page + Website Content = Win
Using Facebook to Boost Member Engagement
johnhaydon.com
Facebook Page Engaged Community
IV) Facebook Page + Website Content = Win
Using Facebook to Boost Member Engagement
johnhaydon.com
Engaged Community
Your website
Increased exposure and engagement with your nonprofit
Facebook Page
IV) Facebook Page + Website Content = Win
Using Facebook to Boost Member Engagement
johnhaydon.com
People don’t use Facebook to connect
with brands or nonprofits
V) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
70% of us trust brand recommendations
from friends, but only 10% trust
messages from those same brands.
- Forrester Research
People don’t trust what you say...
V) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
Your CommunitySubscribersDonorsVolunteers
V) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
Their friendsYour community’s family, friends and acquaintances
Your CommunitySubscribersDonorsVolunteers
V) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
Their friendsYour community’s family, friends and acquaintances
Your CommunitySubscribersDonorsVolunteers
As you engage your community,
they naturally tell their friends
via likes, comments, and shares.
V) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
Use Facebook Page Insights to research your current fan base. Visit facebook.com/ads/audience_insights/activity
• Analyze your current fan base
• People engaged• Women vs Men• Age• Location
V) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
• Analyze your current fan base
Use Facebook Graph to research your current fan base. Visit facebook.com/graphsearch to get started.
V) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
• Analyze your current fan base
Use Facebook Graph to research your current fan base. Visit facebook.com/graphsearch to get started.
V) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
1)Create a graphic with SMS info
for your page (“text ‘like
username’ to 32665”).
2)Give them a compelling reason
to like your page (exclusive
content, answers to questions,
etc).
3)Promote graphic at events, or
on Pinterest, Instagram, Twitter,
etc.
• Use SMS to build your fan baseV) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
Give awesome content even more love – Facebook allows you to embed any Page update into your website or blog.
• Embed top Page posts in blog posts V) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
Give awesome content even more love – Facebook allows you to embed any Page update into your website or blog.
• Embed top Page posts in blog posts V) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
Give awesome content even more love – Facebook allows you to embed any Page update into your website or blog.
• Embed top Page posts in blog posts V) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
“What you won’t find on our Facebook Page”
“Join our Facebook discussion next Tuesday night”
“This is why Facebook needs a ‘love’ button”
“Pink has a new color”
• Use email to build your fan baseV) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
Re-post hi-value photos from your Page on Pinterest, Instagram, Flickr...
• Use social media to build your fan baseV) Building a quality fan base
Using Facebook to Boost Member Engagement
johnhaydon.com
• Use social media to build your fan baseV) Building a quality fan base
johnhaydon.com
Building a solid Facebook foundation for your
website
Using Facebook to Boost Member Engagement
johnhaydon.com
V) Building a solid foundation for your website
Using Facebook to Boost Member Engagement
johnhaydon.com
Click here to use Facebook’s Debugger
• Debug your website for FacebookV) Building a solid foundation for your website
Using Facebook to Boost Member Engagement
johnhaydon.com
•Facebook’s default image is the
largest one associated with the URL.
•Use images that are at least
1200x627 pixels to generate great
previews of your content on
Facebook - desktop AND mobile.
Aspect ratio for all link images is
1.9:1 (1200 X 627 pixels).
• Optimize images on your websiteV) Building a solid foundation for your website
Using Facebook to Boost Member Engagement
johnhaydon.com
•Use Canva to create beautiful
featured images.
•Template is called “Facebook Ads”
(1200 X 628).
• Optimize images on your websiteV) Building a solid foundation for your website
Using Facebook to Boost Member Engagement
johnhaydon.com
• Add like buttons to content
Every time a Facebook user clicks the like button, the webpage
URL is posted in the newsfeed. Liking = more visitors.
V) Building a solid foundation for your website
Using Facebook to Boost Member Engagement
johnhaydon.com
• Add like buttons to content
1) Visit the like button plugin page.
2) Configure as shown
3) Note preview
4) Click “Get Code”
5) Add code to webpage
V) Building a solid foundation for your website
Using Facebook to Boost Member Engagement
johnhaydon.com
• Add like buttons to content
Check out the WordPress plugin from Facebook.
Automatically adds the like button to all posts.
only for WordPress websites
V) Building a solid foundation for your website
Using Facebook to Boost Member Engagement
johnhaydon.com
• Add like buttons to content
only for WordPress websites
Check out the WordPress plugin from Facebook.
Automatically adds the like button to all posts.
It automatically adds a like button to posts in specific categories, or all blog posts.
V) Building a solid foundation for your website
Using Facebook to Boost Member Engagement
johnhaydon.com
• Add like buttons to content
only for WordPress websites
Also check out JetPack (https://wordpress.org/plugins/jetpack/)
Automatically adds the like button to all posts.It also automatically adds like buttons, but has a ton of other social features you can add to your WordPress website to posts in specific categories, or all blog posts.
V) Building a solid foundation for your website
Using Facebook to Boost Member Engagement
johnhaydon.com
1) Visit Google Analytics
2) Click on Acquisition
3) Click on Social
4) Drill down into Facebook
• Track website visitors from FacebookV) Building a solid foundation for your website
Using Facebook to Boost Member Engagement
johnhaydon.com
Free weekly training:Hump Day Coffee
Break
johnhaydon.com/hdcb
Using Facebook to Boost Member Engagement
johnhaydon.com
Q&A
Using Facebook to Boost Member Engagement
johnhaydon.com
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce.
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 Foundation.
