Proven ways to get more facebook engagement

Proven Ways to Get More Facebook Engagement


johnhaydon.com

Consultant, Trainer, Coach - Helping nonprofits and small businesses 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, Share Our Strength, Moms Clean Air Force, Shriners Hospitals for Children, Greater NYC Susan G. Komen, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.

http://johnhaydon.com

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/


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• Have a plan for success• Let Facebook tell you what your fans really want• Use the 80/20 rule for content marketing• Go beyond posting pictures• Share outcome stories• Post conversation starters• Wisely use Facebook ads• Convert engagement into house file growth• Get some Facebook love for your website


Have a plan for success


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People: Where do your people hangout? What’s important to them? How are they talking about your cause?

Objectives: What specifically do you want to achieve? Shoot low, if you’re just starting out.

Strategy: How will you achieve your objectives by creating value for your community?

Tactics: What tools and tactics will you use to achieve your strategy?

1

Have a plan for success •Use the POST method for planning



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Who are we trying to engage? Supporters? Volunteers? Donors?

What’s in it for them? What’s the emotional hook?

What’s in it for us? More fans? More emails? More donors?

How will we promote the campaign? What other channels will we use?

How will we measure success? Likes? Engagement Rate? Emails Acquired?

Campaign name and summary

1-Page Campaign Marketing Plan



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Free download: johnhaydon.com/plan

Have a plan for success •Use the POST method for planning


http://johnhaydon.com/plan

Let Facebook tell you what your fans really want


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Use Page Insights to research your current fan base. Visit facebook.com/insights to access reports for your page.

Let Facebook tell you what your fans really want • Use Page Insights to research your fans


http://facebook.com/insights


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• Favorite interests of people who like [your org]

• Favorite interests of people who like [your org]

and [competing org]

• Groups of people who like [your org]

• Pages liked by people who like [your org]

• Pages liked by women who like [your org]

• Fans of [your org] and [another org]

• Restaurants in [your city] visited by people who

like [your org]

Start with these Facebook Graph searches:

Let Facebook tell you what your fans really want •Use Facebook Graph to research your fans

Use Facebook Graph search to research your Facebook Page fan base. Visit facebook.com/graphsearch for more info.


http://facebook.com/ads/audience_insights/activity


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Use Facebook Audience Insights to research your current fan base. Visit facebook.com/ads/audience_insights/activity

Let Facebook tell you what your fans really want • Use Audience Insights to research your fans


http://facebook.com/ads/audience_insights/activity

The 80/20 approach to content marketing


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Use the 80/20 rule for content marketing

Sharing posts

Crafting original content

The 80/20 rule for content marketing •You don’t have to do it all…



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The 80/20 rule for content marketing •Share posts from Pages your fans like



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The 80/20 rule for content marketing •Share posts from Pages your fans like



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The 80/20 rule for content marketing • Share posts about trending topics



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Research trending topics with BuzzSumo.com



http://BuzzSumo.com


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Research trending topics with mention.com



http://BuzzSumo.com

Go beyond posting pictures


johnhaydon.comWho would you support?

Go beyond posting pictures • Tell stories in your pictures



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Emotions happens here




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Go beyond posting pictures • Share outcomes



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Go beyond posting pictures •Share positive stories



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Go beyond posting pictures • Share inspirational words


Post conversation starters


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Post conversation starters •Ask fans to share their stories



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Post conversation starters • Ask fans to be creative



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Post conversation starters • Recognize your supporters


Use Facebook ads wisely


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Use Facebook ads wisely •Understand the real reason for declined reach



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1. Focus on posting engaging content first• Hot topics related to event• Behind the scenes• Auction items• Speakers

Use Facebook ads wisely • See what engages your fans first



johnhaydon.comhttps://www.facebook.com/insights

2. Boost ONLY the best posts

Use Facebook ads wisely • Better content = higher ad ROI


https://www.facebook.com/insights


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3. Target Boosted Posts wisely

Use Facebook ads wisely • Higher relevance = higher ad ROI


Convert engagement into a larger house file


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Become aware of your cause when friends talk about your Page

Like, comment on, and share your updates

Continue engaging and like your Page

Advocate and/or join your email listTrust and affinity

Share their donation on Facebook

Donate for the first time via email

Turn engagement into a larger house file • Understand the ladder of engagement



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Four great resources for starting petitions:

•thepetitionsite.com•change.org•rallycongress.com•actionsprout.com

Turn engagement into a larger house file • Start a petition



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Turn engagement into a larger house file • Start a pledge

Makes people part of a movement.

A promise to build on.

Less formal than advocacy.



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Turn engagement into a larger house file

Perfect for orgs that provide regular educational resources.

Brands your org with high value.

• Create action alerts



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actionsprout.com

• Check out action sproutTurn engagement into a larger house file

Allows users to join with one click

Actions are relevant “Support”, “Stand With”, “Donate To”.

Allows them to share your cause


http://actionsprout.com

Get some Facebook love for your website


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Get some Facebook love for your website • Check your analytics for Facebook traffic



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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 websiteGet some Facebook love for your website



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Use canva.com to create beautiful featured images.

Template is called “Facebook Ads” (1200 X 628).

• Optimize images on your websiteGet some Facebook love for your website


http://canva.com


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• 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.




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1) Visit the like button plugin page.2) Configure as shown3) Note preview4) Click “Get Code”5) Add code to webpage



https://developers.facebook.com/docs/plugins/like-button/


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Check out the WordPress plugin from Facebook.

Automatically adds the like button to all posts.



http://wordpress.org/plugins/facebook/


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How to embed Facebook sharing popups into your website content:1)Type the following link starting with https://www.facebook.com/sharer/

sharer.php?u=2)Enter your website after “?u=“. For example, https://www.facebook.com/sharer/

sharer.php?u=http://blogs.bestfriends.org/post-name/ creates the sharing popup pictured below.

3)Embed URL into text or image4)Test sharing

• Add sharing links to critical pages

Popup window



https://www.facebook.com/sharer/sharer.php?u=


http://blogs.bestfriends.org/post-name/


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• Add sharing links to critical pages

How to embed Facebook sharing popups into your website content:1)Type the following link starting with https://www.facebook.com/sharer/

sharer.php?u=2)Enter your website after “?u=“. For example, https://www.facebook.com/sharer/

sharer.php?u=http://blogs.bestfriends.org/post-name/ creates the sharing popup pictured below.

3)Embed URL into text or image4)Test sharing

Facebook update





http://blogs.bestfriends.org/post-name/

Try and test


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Free weekly training: Hump Day Coffee Break

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