21 Tips for Engaging Alumni Through Social Media by John Haydon

21 Tips for Engaging Alumni Through Social Media

•The problem with Facebook

•Brand voice versus Friend voice

•How can I effectively grow my followers?

•How does the newsfeed algorithm affect my Page’s reach?

•When time and day should I post content?

•How can I optimize content (text, images, links)?

•How can I use other channels to boost engagement on social?

•What tools are critical for success?

What we’ll be discussing


Get a notepad and pen

Taking notes will increase the likelyhood that you’ll take action. Also, you can jott down resources I mention that ARE NOT in the slides.


The problem with Facebook...

People don’t use Facebook to connect with brands or nonprofits

The problem with Facebook


70% of us trust brand recommendations from friends, but only 10% trust messages from those same brands.

- Forrester Research


People don’t trust what you say...


So... Where do you start?



Start with friend voice






The secret to success on social...

is realizing that you’re not trying to engage total strangers

You’re simply trying to engage your EXISTING community

How can I effectively grow my followers?

First, you must understand your current fans, grasshopper.


Who are your alumni and what do they want?



Facebook Graph search lets you search Facebook’s massive database of interests.

Use Facebook Graph Search to analyze your fanbase


1. My friends who like [your org]2. Favorite interests of people who like [your page]3. Favorite interests of people who like [your org] and [competing page]4. Groups of people who like [your org]5. Pages liked by people who like [your page]6. Pages liked by women who like [your page]7. Pages liked by men who like [your page]8. Fans of [your page] and [another page]9. Restaurants in [your city] visited by people who like [your page]10. Pages like by people who live in [your city] and like [your page]


Use Facebook Graph Search to analyze your fanbase


Tip #1

#1: Start with your database!

Your CommunitySubscribersDonorsVolunteers



Tip #2

#2: Select best segment for promotion.

Your CommunitySubscribersDonorsVolunteers



Tip #2

Your websiteYour eventsYour physical placeYour email listYour snail mail list

#3: Promote your social through all channels



Tip #2

But wait... what’s in it for them?



1) Share amazing stories.



Tip #3

1) Share amazing stories.2) Sweepstakes or giveaways

ShortStack and TabSite are excellent tools for sweepstakes and photo contests



Tip #4

http://ShortStack.com


http://tabsite.com/

http://tabsite.com/

1) Share amazing stories.2) Sweepstakes or giveaways3) Fan-gated content (eBooks, resources)



Tip #5

http://youtu.be/7so1-OrYyhE

1) Share amazing stories.2) Sweepstakes or giveaways3) Fan-gated content (eBooks, resources)

ShortStack and TabSite are excellent tools to offer fan-only content



Tip #5



http://tabsite.com/

http://tabsite.com/

How does the newsfeed algorithm affect my Page’s reach?



30

1.You post an update on your

Page



31


Page

2.Some of your fans see that

update (reach)



32


Page


update (reach)

3.Some of those fans like,

comment on, or share that

update (talking about this)



33


Page


update (reach)




4.Some of their friends see the

story created in number 3

(viral reach)



34


Page


update (reach)




4.Some of their friends see the

story created in number 3

(viral reach)

5.Some of those friends like,





Four factors that determine whether your fan sees your Page update:

Relationship between fan and updateHow fans talk about that update (likes, comments, shares)How recently the update was publishedHow many negative comments the update received



How should I configure my page for maximum virality?


Select these settings today!


(1) Posting ability - Allowing

users to post increases

exposure for your org through

virality.




Tip #6




virality.(2) Tagging Ability – This creates

viral exposure when people

tag their friends




Tip #7






tag their friends

(3) Replies - This helps deepen

discussions within comments




Tip #8






tag their friends

(3) Replies - This helps deepen

discussions within comments(4) Similar suggestions - Allows

Facebook to suggest your

Page whensimilar Pages are

liked.




Tip #9

When should I post content to my Page?

HubSpot found that 8pm is best for comments and likes, 6pm for shares


Nightime!


Tip #10

Data on more than 1.3 million posts published on the top 10,000 pages (source: Dan Zarrella)

16When should I post content to my Page?

People use Facebook more on the weekends

Weekends!


Tip #11

Use Insights!

Insights shows you what days and times your fans are online.



Tip #12

How can I optimize links for more traffic to my website?

When you shorten a URL, you are taking away information the user needs to be able to decide if they should click the link or not.

In fact, research has shown that long URLs get 3x as many clicks as short URLs.


Don’t post short URLs


Tip #13


Try the new CTAs

http://www.johnhaydon.com/2014/02/24/new-facebook-call-to-actions-for-link-posts-video-tutorial/21 Tips for Engaging Alumni Through Social Media

Tip #14

http://www.johnhaydon.com/2014/02/24/new-facebook-call-to-actions-for-link-posts-video-tutorial/

http://www.johnhaydon.com/2014/02/24/new-facebook-call-to-actions-for-link-posts-video-tutorial/

Facebook is a sharing tool, not a traffic tool



Tip #14

How can I optimize photos for more engagement?

Images get more engagement.



Tip #15

Images speak directly with the Limbic system, the seat of emotion and action.

Photos are the language of emotion



Tip #15

Images also capture more physical space in the newsfeed



Tip #15

Images dominate the newsfeed on mobile as well.



Tip #15


Great photos tell a story


Tip #15

How can I use text updates to wake up my fanbase?

Less than 140 characters boosts engagement



Tip #16

Comment rates on questions are more than double comments on non-question updates!


from HubSpot


Tip #17

Closed questions



Tip #18

Closed questions take advantage of the brain’s built-in auto

complete feature.


Lower hurdles enable more action


Tip #18

Don’t forget the call-to-action!



Tip #19



Tip #19



Tip #19



Tip #19

Make sharing emotional and

conditional



Tip #19

http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/

More examples of awesome updates




How can I integrate other channels?

Leverage email



Tip #20

Promote individual posts that have recently performed well.

This gets your email subscribers to join these conversation on

Facebook, which then reaches their personal friend networks.

Leverage email



Tip #20

Wearever uses email to promote testimonials customers post on their Facebook Page

Leverage email



Tip #20

If your nonprofit does webinars on a regular basis, try using Facebook as the place where follow up questions are answered.

Promote your Page with Q&A webinars or streaming video

Leverage events



Tip #21

Create a Facebook Event for all events!

Leverage events



Tip #21

Use apps



Tip #22

Promote other profiles



Tip #23

Leverage IRL!

How can I integrate other channels?Tip #24

How can I use a content calendar to get organized?


Watch this video to learn how to create a private Google calendar

Use Google Calendar!Tip #25

https://www.facebook.com/photo.php?v=10151905327768426&set=vb.142336865777665



Watch this video to learn how to create a private Google calendar

Use Google Calendar!Tip #25



Why should I create a community policy?

(1) Encourage dialogue

(2) Set tone and expectations

(3) Be clear about consequences

Why should I create a community policy?Tip #26



Q&A

Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA and the Social Media Fundraising Club.

Trainer: Charityhowto and MarketingProfs.

Speaker: Nonprofit Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc.

Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop, Social Media Today, Digital Marketing Monthly.

Author: Facebook Marketing for Dummies and All-in-One (2014).

Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid America, Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC

About your instructor

http://inboundzombie.com/

http://inboundzombie.com/

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/

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21 Tips for Engaging Alumni Through Social Media by John Haydon