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Slides from 501 Tech NYC meetup on November 13, 2013 presented by Kaiya Waidell (client partner at Facebook) and Amy Bryant (managing editor of Planned Parenthood Online). Nonprofits of all sizes have leveraged Facebook to increase awareness and drive actions, like advocacy and fundraising. Facebook and Planned Parenthood offered insights on what types of campaigns have worked well, reviewed some case studies and shared how to cultivate long-term engagement—beyond the like. Join our Facebook group at: https://www.facebook.com/groups/165880058617
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Marketing Beyond the Like
Kaiya Waddell Client Partner, Nonprofits & Advocacy
Amy Bryant Managing Editor, Planned Parenthood Online
The Internet is shifting to mobile
Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012
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2010 2011 2012 2013 2014 2015 2016
Worldwide smart connected device shipments (M)* Smartphones PCs Tablets
45% of the world
population will have a smartphone in
2016**
Facebook is at the center of the shift to mobile
Source: comScore Media Metrix, April 2013
of US smartphone users are using Facebook
on their smartphones
78%
Lets dig in: CONTENT
Page Posting Tips
1 Succinct Content 2 Photos & Videos
Page Posting Tips
3 Be Timely
Things to Avoid
4 Text Heavy
Best of Instagram
The White House Starbucks GoPro
Challenge users to engage
GE Instagram photo contest • Created GE contest
hashtag • Instagram aggregated
submissions under hashtag • Collect authentic stories
with great visuals
Great Instagram Content
Creating Good Content Promoting the brand, educating,
and entertaining.
The nitty gritty: TOOLS
Social is not an objective. Determine your marketing goal and then build your Facebook strategy
News feed is where people stay connected; place your organization at the center of the Facebook experience
8x engagement for page post in news feed vs.
right-hand side
NEW: Page post link ad optimized to drive online conversions with larger, clickable image
New Page post link ad
Old Page post link ad
Page post photo ad w/ URL
3.5x larger image than existing Page post
link
Clicks offsite
Overview of our audience targeting capabilities
Built-in Audiences
Lookalike Audiences
Custom Audiences
Built-in Audiences Data source Data type
Purchase based
Psychographic
Geographic
Intent/interest
Demographic
Lifestyle/life-stage
Partner Categories
Targeting Examples
Phoenix, AZ
Women 25-44
Interested in #Gun Control
U.S. Politics
Homeowner
Donated to Charitable Cause
Profile info
& Likes
Facebook Your CRM database
Matched targets
Custom Audiences Reach your specific customers or prospects at scale
Lookalike Audiences Find more people who look like your best supporters
People who have donated within the last two months
People who have volunteered in the past six months
People who have signed a petition in the last month
and people who look like them
Conversion pixel tracking Tags placed on conversion pages
track ROI
Conversion Optimization Efficiently deliver ads to users most
likely to convert
lower cost per signup on average in A/B tests vs. bidded CPC ads 61% immediate return on ad spend 2x
Let the system do its thing Auto-optimize for actions like donations or email sign-ups
Need help? www.facebook.com/help. Trust me, it’s awesome.
