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Proven Ways to Get More Facebook Engagement

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Proven Ways to Get More Facebook Engagement


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Proven Ways to Get More Facebook Engagement 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. johnhaydon.com


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Proven Ways to Get More Facebook Engagement • 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 johnhaydon.com


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Have a plan for success


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Proven Ways to Get More Facebook Engagement Have a plan for success • Use the POST method for planning 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 johnhaydon.com


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Proven Ways to Get More Facebook Engagement 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? johnhaydon.com 1-Page Campaign Marketing Plan Campaign name and summary


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Proven Ways to Get More Facebook Engagement Have a plan for success • Use the POST method for planning Free download: johnhaydon.com/plan johnhaydon.com


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Let Facebook tell you what your fans really want


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Proven Ways to Get More Facebook Engagement Let Facebook tell you what your fans really want • Use Page Insights to research your fans Use Page Insights to research your current fan base. Visit facebook.com/insights to access reports for your page. johnhaydon.com


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Proven Ways to Get More Facebook Engagement Let Facebook tell you what your fans really want • Use Facebook Graph to research your fans Start with these Facebook Graph searches: • 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] Use Facebook Graph search to research your Facebook Page fan base. Visit facebook.com/graphsearch for more info. johnhaydon.com


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Proven Ways to Get More Facebook Engagement Let Facebook tell you what your fans really want • Use Audience Insights to research your fans Use Facebook Audience Insights to research your current fan base. Visit facebook.com/ads/audience_insights/activity johnhaydon.com


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The 80/20 approach to content marketing


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Proven Ways to Get More Facebook Engagement The 80/20 rule for content marketing Crafting original content • You don’t have to do it all… Sharing posts Use the 80/20 rule for content marketing johnhaydon.com


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Proven Ways to Get More Facebook Engagement The 80/20 rule for content marketing johnhaydon.com •Share posts from Pages your fans like


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Proven Ways to Get More Facebook Engagement The 80/20 rule for content marketing johnhaydon.com •Share posts from Pages your fans like


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Proven Ways to Get More Facebook Engagement The 80/20 rule for content marketing johnhaydon.com • Share posts about trending topics


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Proven Ways to Get More Facebook Engagement The 80/20 rule for content marketing Research trending topics with BuzzSumo.com johnhaydon.com • Share posts about trending topics


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Proven Ways to Get More Facebook Engagement The 80/20 rule for content marketing Research trending topics with mention.com johnhaydon.com • Share posts about trending topics


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Go beyond posting pictures


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Proven Ways to Get More Facebook Engagement Go beyond posting pictures • Tell stories in your pictures Who would you support? johnhaydon.com


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Proven Ways to Get More Facebook Engagement Go beyond posting pictures johnhaydon.com • Tell stories in your pictures


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Proven Ways to Get More Facebook Engagement Go beyond posting pictures Emotions happens here johnhaydon.com • Tell stories in your pictures


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Proven Ways to Get More Facebook Engagement Go beyond posting pictures johnhaydon.com • Share outcomes


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Proven Ways to Get More Facebook Engagement Go beyond posting pictures johnhaydon.com • Share positive stories


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Proven Ways to Get More Facebook Engagement Go beyond posting pictures johnhaydon.com • Share inspirational words


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Post conversation starters


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Proven Ways to Get More Facebook Engagement Post conversation starters johnhaydon.com • Ask fans to share their stories


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Proven Ways to Get More Facebook Engagement Post conversation starters johnhaydon.com • Ask fans to be creative


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Proven Ways to Get More Facebook Engagement Post conversation starters johnhaydon.com • Recognize your supporters


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Use Facebook ads wisely


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Proven Ways to Get More Facebook Engagement Use Facebook ads wisely johnhaydon.com •Understand the real reason for declined reach


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Proven Ways to Get More Facebook Engagement Use Facebook ads wisely 1. Focus on posting engaging content first Hot topics related to event Behind the scenes Auction items Speakers • • • • johnhaydon.com • See what engages your fans first


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Proven Ways to Get More Facebook Engagement • Better content = higher ad ROI Use Facebook ads wisely 2. Boost ONLY the best posts https://www.facebook.com/insights johnhaydon.com


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Proven Ways to Get More Facebook Engagement Use Facebook ads wisely 3. Target Boosted Posts wisely johnhaydon.com • Higher relevance = higher ad ROI


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Convert engagement into a larger house file


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Proven Ways to Get More Facebook Engagement Turn engagement into a larger house file • Understand the ladder of engagement Share their donation on Facebook Donate for the first time via email us Tr d an t ity fin af Advocate and/or join your email list Continue engaging and like your Page Like, comment on, and share your updates Become aware of your cause when friends talk about your Page johnhaydon.com


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Proven Ways to Get More Facebook Engagement Turn engagement into a larger house file Four great resources for starting petitions: •thepetitionsite.com •change.org •rallycongress.com •actionsprout.com johnhaydon.com • Start a petition


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Proven Ways to Get More Facebook Engagement Turn engagement into a larger house file Makes people part of a movement. A promise to build on. Less formal than advocacy. johnhaydon.com • Start a pledge


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Proven Ways to Get More Facebook Engagement Turn engagement into a larger house file Perfect for orgs that provide regular educational resources. Brands your org with high value. johnhaydon.com • Create action alerts


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Proven Ways to Get More Facebook Engagement Turn engagement into a larger house file • Check out action sprout Allows users to join with one click
 Actions are relevant “Support”, “Stand With”, “Donate To”.
 Allows them to share your cause actionsprout.com johnhaydon.com


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Get some Facebook love for your website


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Proven Ways to Get More Facebook Engagement Get some Facebook love for your website johnhaydon.com • Check your analytics for Facebook traffic


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Proven Ways to Get More Facebook Engagement Get some Facebook love for your website 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). johnhaydon.com • Optimize images on your website


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Proven Ways to Get More Facebook Engagement Get some Facebook love for your website Use canva.com to create beautiful featured images. Template is called “Facebook Ads” (1200 X 628). johnhaydon.com • Optimize images on your website


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Proven Ways to Get More Facebook Engagement Get some Facebook love for your website • 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. johnhaydon.com


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Proven Ways to Get More Facebook Engagement Get some Facebook love for your website 1) Visit the like button plugin page. 2) Configure as shown 3) Note preview 4) Click “Get Code” 5) Add code to webpage johnhaydon.com • Add like buttons to content


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Proven Ways to Get More Facebook Engagement Get some Facebook love for your website Check out the WordPress plugin from Facebook. Automatically adds the like button to all posts. johnhaydon.com • Add like buttons to content


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Proven Ways to Get More Facebook Engagement Get some Facebook love for your website • 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 image 4) Test sharing Popup window johnhaydon.com


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Proven Ways to Get More Facebook Engagement Get some Facebook love for your website • 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 image 4) Test sharing Facebook update johnhaydon.com


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Try and test


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Proven Ways to Get More Facebook Engagement Free weekly training: Hump Day Coffee Break johnhaydon.com/hdcb johnhaydon.com


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