Facebook Strategies: Finding Your Supporters Among Your Fans

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Information about Facebook Strategies: Finding Your Supporters Among Your Fans
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Published on March 15, 2014

Author: sarahburris

Source: slideshare.net


Facebook has become one of the most important channels for engaging supporters online. Learn about specific tools, strategies and tactics to reach new supporters, deepen relationships with existing fans, and capture data so you can engage people off Facebook as well. This session is for the Facebook and social media page manager interested in list growth, supporter engagement and online funder cultivation.

Attendees will walk away with: 1) Strategies for list building and supporter engagement on Facebook; 2) Access to free tools for assessing the performance of your Facebook page; 3) Recommendations for improvement based on your page’s current size and engagement score; 4) Insights into which of Facebook advertising options have been proving most cost effective. Hashtag for this is discussion was: #14NTCFB
Speaker was Drew Bernard from ActionSprout.com

Drew Bernard - ActionSprout Mark Giangreco - DGA Alan Rosenblatt, Ph.D. Turner 4D Beth Becker - Indigo Strategies John Haydon - Inbound Zombie Sarah Burris - ActionSprout Facebook Strategy: Finding You Supporters Among Your Fans #14NTCFB

1.The State of Facebook 2.TheThree Goals, Prioritized 3. PrioritizeYour work

IT’S A THANG • 1.23B Active Monthly Users • 57% of American Adults • 73% USYouth (12 – 17) • 20 Minutes PerVisit • 338 Friends • Like 40+ Pages STATE OF FACEBOOK

STATE OF FACEBOOK FACEBOOK = MOBILE! • 680M Monthly Mobile Users • 75% Login at Least Once a Day • 60.3% of all mobile sharing • Mobile – 914 minutes a month (vs. 351 web) • Over 50% of ActionSprout Actions completed on Mobile Posts under 80 characters get 66% more engagement


THE THREE GOALS 1. Increase Reach 2. Cultivate Relationships 3. Convert and Capture Supporter

REACH = LEVERAGE What’s a reasonable expectation? REACH


Your page is your brand. Your website inside Facebook. REACH People only visit your page when driven there

(Facebook only delivers your content to 15% of your fans) It’s All About The Newsfeed!! REACH

Your Fans are Your Amplifier No Fan Engagement = No Reach REACH

CONTENT IS KING Content That Serves Your Goals REACH

REACH 20% unique content, 80% recycled high-performing

80% PROVENVIRAL Re-Use Post content again that is working well on your own page Borrow Adapt other pages high performing content to fit your unique message Flatter Re-post content that is performing well on similar pages REACH

A LITTLE CHEESE GOES A LONG WAYS And it can be good for you, REACH




FINDING OVER-PERFORMING CONTENT Look for content that perform significantly better than average, relates to your work, and can have a call to action added to it REACH

IMAGE POSTS + LINK POST REACH Photo Post Reach: 363,392 Link Post Reach: 161,690

FB ADSWhat’s ROI Are You After? REACH 334,000 Reached 8,843 Engaged (2.63%) (Like, Share, Comment) 1,341 Took Action (24%) (Email, FB UID, Name, etc.) 478 Were fans

FB ADS • Retarget Email Supporter • Lookalike audience • WebsiteVisitors • Friends of fans • Look alike audiences (Reach, Cultivate, CAPTURE!) REACH

CULTIVATE RELATIONSHIPSMove People up the Ladder of Engagement “Like if you agree” “Sign the petition” “Thank…” “Sign the Card” “Pledge to Help” “Congratulate ” CULTIVAT E Direct Message Comment s

LIKE COMMENT SHARE & BEYOND CULTIVAT E • Design for Reach • Cultivate Relationships • Captured Data

LESS MONOLOG MORE DIALOG Engage Directly… Be Genuine… Be Real 1. Ask Questions & Listen 2. Engage In Comment 3. Direct Message 4. Email CULTIVAT E

197 Engaged (Like, Share, Comment) 79 Took Action (Email, FB UID, Name, etc.) 12 Were fans FACEBOOK APPROPRIATE ACTIONS CULTIVAT E

It’s not the number of people that matters. It’s how many support your work! CONVERT



THE STATE OFYOUR PAGE Quality and Quantity of… 1. Reach 2. Engagement 3. Conversion YOUR PAGE



YOUR PAGE UNDERSTANDINGYOUR CURRENT SITUATION • Fan Count • Number of People Talking about you • Post Reach • Average Engagement per post • Engagement Score

SIZE ISN’T EVERYTHING 148K Fans 463K Fans 11% 1% YOUR PAGE 1,300,000Talking 17K avg engagement 62,000 Talking 5K avg engagement 1149 119

Goal 1: Without Reach, There is No Point! Goal 2. Without Engagement There’s No Reach Or Conversion Goal 3. Without Conversion, There is no Impact

What did you think? Evaluate this session! Or, search by session title at www.nten.org/ntc/eval When you evaluate a session, you will be entered to win a prize!

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