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ProvenWays 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.
Proven Ways to Get More Facebook Engagement
johnhaydon.com
• 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
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Free download: johnhaydon.com/plan
Have a plan for success •Use the POST method for planning
Let Facebook tell you what
your fans really want
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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
Proven Ways to Get More Facebook Engagement
johnhaydon.com
• 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.
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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
The 80/20 approach to
content marketing
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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…
Proven Ways to Get More Facebook Engagement
johnhaydon.com
The 80/20 rule for content marketing •Share posts from Pages your fans like
Proven Ways to Get More Facebook Engagement
johnhaydon.com
The 80/20 rule for content marketing •Share posts from Pages your fans like
Proven Ways to Get More Facebook Engagement
johnhaydon.com
The 80/20 rule for content marketing •Share posts about trending topics
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Research trending topics with BuzzSumo.com
The 80/20 rule for content marketing •Share posts about trending topics
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Research trending topics with mention.com
The 80/20 rule for content marketing •Share posts about trending topics
Go beyond posting pictures
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Who would you support?
Go beyond posting pictures • Tell stories in your pictures
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Go beyond posting pictures • Tell stories in your pictures
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Emotions happens here
Go beyond posting pictures • Tell stories in your pictures
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Go beyond posting pictures •Share outcomes
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Go beyond posting pictures •Share positive stories
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Go beyond posting pictures • Share inspirational words
Post conversation starters
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Post conversation starters •Ask fans to share their stories
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Post conversation starters • Ask fans to be creative
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Post conversation starters •Recognize your supporters
Use Facebook ads wisely
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Use Facebook ads wisely •Understand the real reason for declined reach
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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
Proven Ways to Get More Facebook Engagement
johnhaydon.com
https://www.facebook.com/insights
2. Boost ONLY the best posts
Use Facebook ads wisely • Better content = higher ad ROI
Proven Ways to Get More Facebook Engagement
johnhaydon.com
3. Target Boosted Posts wisely
Use Facebook ads wisely •Higher relevance = higher ad ROI
Convert engagement into a
larger house file
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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 list
Trust 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
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Four great resources for starting
petitions:
•thepetitionsite.com
•change.org
•rallycongress.com
•actionsprout.com
Turn engagement into a larger house file • Start a petition
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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.
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Turn engagement into a larger house file
Perfect for orgs that provide regular
educational resources.
Brands your org with high value.
•Create action alerts
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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
Get some Facebook love
for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Get some Facebook love for your website •Check your analytics for Facebook traffic
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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
Proven Ways to Get More Facebook Engagement
johnhaydon.com
• 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.
Get some Facebook love for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
• Add like buttons to content
1) Visit the like button plugin page.
2) Configure as shown
3) Note preview
4) Click “Get Code”
5) Add code to webpage
Get some Facebook love for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
• Add like buttons to content
Check out the WordPress
plugin from Facebook.
Automatically adds the
like button to all posts.
Get some Facebook love for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
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
•Add sharing links to critical pages
Popup window
Get some Facebook love for your website
Proven Ways to Get More Facebook Engagement
johnhaydon.com
•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
Get some Facebook love for your website
Try and test
Proven Ways to Get More Facebook Engagement
johnhaydon.com
Free weekly training:
Hump Day Coffee Break
johnhaydon.com/hdcb

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Proven ways to get more facebook engagement

  • 1. ProvenWays to Get More Facebook Engagement
  • 2. 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.
  • 3. Proven Ways to Get More Facebook Engagement johnhaydon.com • 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
  • 4. Have a plan for success
  • 5. Proven Ways to Get More Facebook Engagement johnhaydon.com 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
  • 6. Proven Ways to Get More Facebook Engagement johnhaydon.com 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
  • 7. Proven Ways to Get More Facebook Engagement johnhaydon.com Free download: johnhaydon.com/plan Have a plan for success •Use the POST method for planning
  • 8. Let Facebook tell you what your fans really want
  • 9. Proven Ways to Get More Facebook Engagement johnhaydon.com 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
  • 10. Proven Ways to Get More Facebook Engagement johnhaydon.com • 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.
  • 11. Proven Ways to Get More Facebook Engagement johnhaydon.com 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
  • 12. The 80/20 approach to content marketing
  • 13. Proven Ways to Get More Facebook Engagement johnhaydon.com 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…
  • 14. Proven Ways to Get More Facebook Engagement johnhaydon.com The 80/20 rule for content marketing •Share posts from Pages your fans like
  • 15. Proven Ways to Get More Facebook Engagement johnhaydon.com The 80/20 rule for content marketing •Share posts from Pages your fans like
  • 16. Proven Ways to Get More Facebook Engagement johnhaydon.com The 80/20 rule for content marketing •Share posts about trending topics
  • 17. Proven Ways to Get More Facebook Engagement johnhaydon.com Research trending topics with BuzzSumo.com The 80/20 rule for content marketing •Share posts about trending topics
  • 18. Proven Ways to Get More Facebook Engagement johnhaydon.com Research trending topics with mention.com The 80/20 rule for content marketing •Share posts about trending topics
  • 19. Go beyond posting pictures
  • 20. Proven Ways to Get More Facebook Engagement johnhaydon.com Who would you support? Go beyond posting pictures • Tell stories in your pictures
  • 21. Proven Ways to Get More Facebook Engagement johnhaydon.com Go beyond posting pictures • Tell stories in your pictures
  • 22. Proven Ways to Get More Facebook Engagement johnhaydon.com Emotions happens here Go beyond posting pictures • Tell stories in your pictures
  • 23. Proven Ways to Get More Facebook Engagement johnhaydon.com Go beyond posting pictures •Share outcomes
  • 24. Proven Ways to Get More Facebook Engagement johnhaydon.com Go beyond posting pictures •Share positive stories
  • 25. Proven Ways to Get More Facebook Engagement johnhaydon.com Go beyond posting pictures • Share inspirational words
  • 27. Proven Ways to Get More Facebook Engagement johnhaydon.com Post conversation starters •Ask fans to share their stories
  • 28. Proven Ways to Get More Facebook Engagement johnhaydon.com Post conversation starters • Ask fans to be creative
  • 29. Proven Ways to Get More Facebook Engagement johnhaydon.com Post conversation starters •Recognize your supporters
  • 31. Proven Ways to Get More Facebook Engagement johnhaydon.com Use Facebook ads wisely •Understand the real reason for declined reach
  • 32. Proven Ways to Get More Facebook Engagement johnhaydon.com 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
  • 33. Proven Ways to Get More Facebook Engagement johnhaydon.com https://www.facebook.com/insights 2. Boost ONLY the best posts Use Facebook ads wisely • Better content = higher ad ROI
  • 34. Proven Ways to Get More Facebook Engagement johnhaydon.com 3. Target Boosted Posts wisely Use Facebook ads wisely •Higher relevance = higher ad ROI
  • 35. Convert engagement into a larger house file
  • 36. Proven Ways to Get More Facebook Engagement johnhaydon.com 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 list Trust 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
  • 37. Proven Ways to Get More Facebook Engagement johnhaydon.com Four great resources for starting petitions: •thepetitionsite.com •change.org •rallycongress.com •actionsprout.com Turn engagement into a larger house file • Start a petition
  • 38. Proven Ways to Get More Facebook Engagement johnhaydon.com 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.
  • 39. Proven Ways to Get More Facebook Engagement johnhaydon.com Turn engagement into a larger house file Perfect for orgs that provide regular educational resources. Brands your org with high value. •Create action alerts
  • 40. Proven Ways to Get More Facebook Engagement johnhaydon.com 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
  • 41. Get some Facebook love for your website
  • 42. Proven Ways to Get More Facebook Engagement johnhaydon.com Get some Facebook love for your website •Check your analytics for Facebook traffic
  • 43. Proven Ways to Get More Facebook Engagement johnhaydon.com 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
  • 44. Proven Ways to Get More Facebook Engagement johnhaydon.com 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
  • 45. Proven Ways to Get More Facebook Engagement johnhaydon.com • 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. Get some Facebook love for your website
  • 46. Proven Ways to Get More Facebook Engagement johnhaydon.com • Add like buttons to content 1) Visit the like button plugin page. 2) Configure as shown 3) Note preview 4) Click “Get Code” 5) Add code to webpage Get some Facebook love for your website
  • 47. Proven Ways to Get More Facebook Engagement johnhaydon.com • Add like buttons to content Check out the WordPress plugin from Facebook. Automatically adds the like button to all posts. Get some Facebook love for your website
  • 48. Proven Ways to Get More Facebook Engagement johnhaydon.com 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 •Add sharing links to critical pages Popup window Get some Facebook love for your website
  • 49. Proven Ways to Get More Facebook Engagement johnhaydon.com •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 Get some Facebook love for your website
  • 51. Proven Ways to Get More Facebook Engagement johnhaydon.com Free weekly training: Hump Day Coffee Break johnhaydon.com/hdcb