how charities can succeed on facebook | ed couchman – uk sales manager at faceboo
DESCRIPTION
TRANSCRIPT
How Charities can succeed on Facebook
Ed CouchmanSales Manager, UK
Global Marketing Solutions
These connections are happening on a massive scale
1BNPeople on Facebook
+500MFacebook mobile
users
31M+ active users in the UK
50%+ of those users return daily
Source: Facebook Internal Data, Oct 2012
Stories shared each month
People connect with the things they care about
Non Profits and Charities can use Facebook to match people with causes they care about
• Uses photos of real supporters and questions to keep the page content fresh.
• Last year, they raised $14m through Facebook.
• Mix campaign messages with high quality images.
• Feature fans and supporters on the page.
• Use the page to showcase great social campaigns
• Application allows individual fundraisers and organisations to raise money through Facebook.
Executing Social Strategies
A simple framework
INFLUENCE
with your customers the right way through targeted ads
CONNECT
with them through posts and interactions from your Page
ENGAGE
your fans and their friends through stories on desktop and mobile
INFLUENCE
CCONNECT
EENGAGE
Social into the core part of your business, website, and app
INTEGRATE
your fans and their friends through stories on desktop and mobile
INFLUENCE
I
IINTEGRATE
MEASUREMENT & INSIGHTS
Everything Starts with your Page
Express your identity…
Profile photo:Use a logo that people associate with your organisation
Cover photo:Use a cover photo that captures the essence of your organisation and showcases campaigns or events
Views and apps:Your photos, events, and custom apps are now easier for people to find
Find your voice…
Pinned post:Anchor your most important story to the top of your Page for up to 7 days
Engage your fans…
Composer:Post regularly on your Page to reach your audience and drive engagement
Friend activity:People can see how their friends are engaging with your Page
Direct messaging:Supporters can contact you directly with questions or feedback
Engage your fans…
Star and hide stories:Highlight important stories and hide stories that aren’t as engaging or relevant
Milestones Set milestones to define your key moments over time.
• Post at least once per week
• Ask questions
• Keep it fresh, use photos
Programme your page:
Post quality content on a regular basis
•Offer exclusive content
1X
Discover who is connecting with your organisation by age, gender, and location
Use Insights tool to learn what’s working
Learn what content is most interesting and engaging
Post
Photo
Link
Video
Platform
Post
All Post Types
See who is talking about your organisation in the past month
Make supporters the stars
Promote social activity on your page with Ads and Sponsored Stories
Ed Couchman likes UNICEF
Connect with customers and new audiences
Connect with potential supporters
• Create multiple Facebook Like Ads to connect people to your Page
• Use targeting to tailor your message to the right target audience
• Use clear eye-catching images and strong call to action
Influence friends of fans
Reach and engage fans
• Feature voice of the organisation or a friend
• Highlight fan interactions with your business
• Appear in the right-hand side or in the news feed on homepage or mobile
4xmore likely to purchase after seeing an ad
associated with a friend’s name
2xincrease in engagement
when users are shown an ad with a friend’s name in it
68%more likely to remember an ad when associated with a friend’s
name
Promoted Posts
Step 1: Click on the “Promote”
button
Step 2: Select your budget
and hit “Save”.
Step 3: Your promotion is
running!
http://www.youtube.com/watch?v=cA5ifsMo194
Resources at your disposal
Facebook Tips:www.facebook.com/facebooktips
Known issues on Facebookwww.facebook.com/KnownIssues
Questions?
(c) 2009 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0