facebook marketing for nonprofits: ignite your community & attract more supporters

INTRODUCTION

Lowell Brown

Social Media Marketing

Advisor & CEO

Going Social

We specialize in highly effective Social Media

Marketing services for businesses &

organizations so they can build leads & referrals

and get more sales faster.

FACEBOOK MARKETING FOR NON-PROFITS

We have a big challenge.

• Getting Noticed

• Creating and engaging a community

• Leveraging Facebook to broaden marketing reach to build

awareness

What We’ll Discuss Today

• Strategies to build engagement

• How to encourage Likes, Comments & Shares

• Best practices for you to manage and develop effective content

Is it a numbers game?

HubSpot Study from 4,000 businesses with a Facebook Page

Businesses with 501 - 1,000 Facebook fans have 3.5X more traffic than

those with 1 - 25 fans.

Businesses with over 1,000 Facebook fans had 22X more traffic.

To have “fans” or “followers” you really need to start talking, engaging

and build relationships for that traffic to happen.

FACEBOOK MARKETING STATS

ENGAGEMENT: DEFINITION

What Does Engagement Mean To You?

Let’s Define Engagement

Engaging - Being Engaged...

One-to-one vs. One-to-many

ENGAGEMENT: DEFINITION

What is Engagement?

Facebook

Click-through

Comments

Subscribe

Events

ENGAGEMENT: CONTENT IS KING

Where Does Engagement Start?

Content

SOCIAL MEDIA GOAL SETTING

Before we can plan

content we have to establish

social media marketing goals.

What are your goals for using Social Media?

• Increase funding / Donations

• Generate more awareness

• Promote products & services

• Connect with customers

• Build brand awareness

• Drive web traffic

• Expand market reach

• Get better referrals

• Reduce marketing expenses

• Get Walk-in-traffic

• Promote an event

• Convert more sales, faster

• Develop partnerships/affiliations

• Share information faster

Exercise: Set Three Social Media Goals

• Increase funding / Donations

• Generate more awareness

• Promote products & services

• Connect with customers

• Build brand awareness

• Drive web traffic

• Expand market reach

Let’s get very specific

• How many much funding revenue in 30 days?

• How many new Likes, Comments, Shares?

• How many new fans / followers?

• How many posts will you make and how often?

ENGAGEMENT: CONTENT PLANNING

With goals in mind, you can start

Planning

your audience and start conversations

Content that will ENGAGE

Know Your Audience

• Who is your audience?

• What Social Platforms are best to reach your audience?

• What type of content can you share?

• What type of content is interesting to your various

audiences?

• What content can you start a conversation about?

• Think about how you can measure your social media goals.

ENGAGEMENT: CONTENT TIPS

• What do you want to do? Inform, Promote, Relate

• The best content inspires sharing.

A word of advise or one sentence can go a long way.

Vary the type of content you share.

• Use various tools available on Facebook.

Post pictures & video, ask questions, share links, promote

events.

• Become the expert in your field.

• Create a 30 day content calendar - Prep week by week

• Continually review your Social Media Goals Prep in advance

70% - 80% of the posts you will publish.

• What is the best time of day, for a given day of the week, to

reach your audience(s)? Schedule social posts using 3rd

party web services/software.

• Be part of the

conversation.

• Establish a way to monitor

and review engagement of

content.

We now have overall campaign goals.

We have a

Now, we need to build ENGAGEMENT

to GROW our audience.

Content Strategy.

LIKE SHARE C O M M E N T

Why is this important?

Leverage Facebook’s Platform

FACEBOOK PAGE BRANDING

FACEBOOK PERMISSION SETTINGS

PHOTO SHARING

PROMOTE EVENTS

ASK QUESTIONS

EXTEND FACEBOOK WITH APPS

FACEBOOK ADS

How To Buy Ads

• You can set a lifetime budget or monthly.

• Ads can run ongoing or you can set start/stop dates.

• You can run multiple ads at once.

• You create the ad copy and upload ad imagery.

• Facebook puts all ads through an approval process.

• Not guaranteed - Ads could get disapproved - Ad guidelines.

• You can select which Facebook users to target.

FACEBOOK ADS

Targeting Options

• Geographic location

• Demographics (age, gender)

• Education level

• Interests

• Workplace

• Sexual orientation

• Relationship status

• Languages

• Colleges/University attended

• Birthday

FACEBOOK ADS

What You Can’t Target

• People who attended “some college”

• Race

• Specific High Schools

• Postal/Zip code

• People who don’t enter relevant Facebook profile data

FACEBOOK ADS

FACEBOOK INSIGHTS

MEASURE PERFORMANCE

FACEBOOK INSIGHTS

How will you increase Engagement?

What will you do to attract more

Likes, Comments & Shares?

F: facebook.com/goingsocial

T: twitter.com/iGoSocial

L: ca.linkedin.com/in/lowellbrown

G+: gplus.to/lowellbrown

E: lowell@goingsocial.ca

P: 416-398-6669

W: www.goingsocial.ca

T: twitter.com/lowellbrown

facebook marketing for nonprofits: ignite your community & attract more supporters

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