14NTCFB Turning Your Fans into Supporters
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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
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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 This is a version of the slides that includes the builds so people can actually read all of the content on the slides with images that overlay the text.
Transcript of 14NTCFB Turning Your Fans into Supporters
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
LESSONS COURTESY OF:!
JOHN HAYDON!
www.ActionSprout.com!
www.turner4d.com!
www.democraticgovernors.org!
www.johnhaydon.com!
http://indigostrategies.com/!
www.sierraclub.org!
1. The State of Facebook
2. The Three Goals, Prioritized
3. Prioritize Your work
IT’S A THANG
• 1.23B Active Monthly Users !
• 57% of American Adults
• 73% US Youth (12 – 17) !
• 20 Minutes Per Visit !
• 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
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
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
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
NO FREE LUNCH
THE THREE GOALS1. Increase Reach
2. Cultivate Relationships 3. Convert and Capture Supporter
REACH = LEVERAGE
REACH
REACH = LEVERAGEWhat’s a reasonable expectation?
REACH
BEWARE OF VANITY METRICS
REACH
BEWARE OF VANITY METRICS
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 KINGContent That Serves Your Goals
REACH
REACH
20% unique content, 80% recycled high-‐performing content
REACH
20% unique content, 80% recycled high-‐performing content
80% PROVEN VIRALREACH
80% PROVEN VIRAL
Re-Use Post content again that is working well on your own page
REACH
80% PROVEN VIRAL
Re-Use Post content again that is working well on your own page
REACH
80% PROVEN VIRAL
Re-Use Post content again that is working well on your own page
REACH
80% PROVEN VIRAL
Re-Use Post content again that is working well on your own page
REACH
80% PROVEN VIRAL
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
REACH
80% PROVEN VIRAL
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
80% PROVEN VIRAL
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
80% PROVEN VIRAL
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
REACH
A LITTLE CHEESE GOES A LONG WAYS
And it can be good for you, Too!
REACH
WOULD YOU SHARE IT?REACH
WOULD YOU SHARE IT?REACH
WOULD YOU SHARE IT?REACH
WOULD YOU SHARE IT?REACH
WOULD YOU SHARE IT?REACH
WOULD YOU SHARE IT?REACH
MAKE IT RELEVANTREACH
TRAIN YOUR AUDIENCEREACH
TRAIN YOUR AUDIENCEREACH
FINDING OVER-PERFORMING CONTENTLook for content that perform significantly be?er than average, relates to your work, and
can have a call to acBon added to it
REACH
IMAGE POSTS + LINK POSTREACH
Photo Post Reach: 363,392
Link Post Reach: 161,690
IMAGE POSTS + LINK POSTREACH
Photo Post Reach: 363,392
Link Post Reach: 161,690
But Link Posts Often Convert More People!
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 • Website Visitors • 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”
CULTIVATEDirect Message Comments
LIKE COMMENT
SHARE !
& BEYOND
CULTIVATE
• Design for Reach • CulBvate RelaBonships • Captured Data
LESS MONOLOG MORE DIALOG
CULTIVATE
LESS MONOLOG MORE DIALOGEngage Directly… Be Genuine… Be Real
CULTIVATE
LESS MONOLOG MORE DIALOGEngage Directly… Be Genuine… Be Real
1. Ask Questions & Listen
CULTIVATE
LESS MONOLOG MORE DIALOGEngage Directly… Be Genuine… Be Real
1. Ask Questions & Listen2. Engage In Comment
CULTIVATE
LESS MONOLOG MORE DIALOGEngage Directly… Be Genuine… Be Real
1. Ask Questions & Listen2. Engage In Comment3. Direct Message
CULTIVATE
LESS MONOLOG MORE DIALOGEngage Directly… Be Genuine… Be Real
1. Ask Questions & Listen2. Engage In Comment3. Direct Message4. Email
CULTIVATE
197 Engaged (Like, Share, Comment)
!79 Took Action
(Email, FB UID, Name, etc.) !
12 Were fans
FACEBOOK APPROPRIATE ACTIONS
CULTIVATE
It’s not the number of people that matters. It’s how many support your work!
CONVERT
It’s not the number of people that matters. It’s support your work!
CONVERT
John% Beth%
Babs%
Shanon%
Jen%
Ben%
Merrick%
Brent%
Yale%
Tony%
Dennis%
CONVERT
FIND YOUR DENNISDennis&Tarban&h,ps://www.facebook.com/dennis.tarban&Email:&[email protected]&Address:&&2234&SW&18th&Ave.&&
&Columbus,&OH&43202&
Dennis&is&VERY&engaged&with&you&on&Facebook:&&When &AcQon & & & & & &Referred&By&5&months&ago &Stand&with&DemocraQc&Governors & & & &Tony&Sams&5&months&ago &Sign&the&peQQon&to&support&President&Obama's&student&loan&reform & &No&One&5&months&ago &Disapprove&of&Rick&Sco, & & & & &No&One &&5&months&ago &Sign&the&peQQon&to&stop&forced&ultrasounds&in&Wisconsin & & &No&One &&4&months&ago &Sign&the&peQQon&to&tell&the&Supreme&Court&to&uphold&the&VoQng&Rights&Act& &No&One &&4&months&ago &Sign&the&peQQon&to&tell&Speaker&Boehner&to&pass&disaster&relief & &No&One &&4&months&ago &Sign&to&tell&Republican&governors&to&stop&blocking&Obamacare& & &No&One&4&months&ago &Sign&the&peQQon&to&tell&Congress&to&renew&the&VoQng&Rights&Act & &No&One &&4&months&ago &Sign&the&peQQon&to&oppose&forced&ultrasounds&in&Wisconsin & &No&One &&3&months&ago &Sign&the&peQQon&to&tell&Gov.&McCrory&to&stop&the&anQYwoman& & &No&One &
&&
Fan&Status:&Fan&Social&Reach:&234&AcQon&Count:&19&Last&AcQon:&14&days&ago&
CONVERT
THE STATE OF YOUR PAGE
Quality and Quantity of…
1. Reach
2. Engagement
3. Conversion
YOUR PAGE
BEWARE OF VANITY METRICS
YOUR PAGE
BEWARE OF VANITY METRICS
YOUR PAGE
IMPACT REQUIRES ACTION!
YOUR PAGE
YOUR PAGE
UNDERSTANDING YOUR CURRENT SITUATION
• Fan Count
• Number of People Talking about you
• Post Reach
• Average Engagement per post
• Engagement Score
YOUR PAGE
UNDERSTANDING YOUR CURRENT SITUATION
• Fan Count
• Number of People Talking about you
• Post Reach
• Average Engagement per post
• Engagement Score
YOUR PAGE
UNDERSTANDING YOUR CURRENT SITUATION
• Fan Count
• Number of People Talking about you
• Post Reach
• Average Engagement per post
• Engagement Score
YOUR PAGE
UNDERSTANDING YOUR CURRENT SITUATION
• Fan Count
• Number of People Talking about you
• Post Reach
• Average Engagement per post
• Engagement Score
YOUR PAGE
UNDERSTANDING YOUR CURRENT SITUATION
• Fan Count
• Number of People Talking about you
• Post Reach
• Average Engagement per post
• Engagement Score
SIZE ISN’T EVERYTHING
1149$$
119#
YOUR PAGE
SIZE ISN’T EVERYTHING148K Fans
1149$$
119#
YOUR PAGE
SIZE ISN’T EVERYTHING148K Fans 463K Fans
1149$$
119#
YOUR PAGE
SIZE ISN’T EVERYTHING148K Fans 463K Fans
1149$$
119#
YOUR PAGE
1,300,000Talking
SIZE ISN’T EVERYTHING148K Fans 463K Fans
1149$$
119#
YOUR PAGE
1,300,000Talking 62,000 Talking
SIZE ISN’T EVERYTHING148K Fans 463K Fans
1149$$
119#
YOUR PAGE
1,300,000Talking17K avg engagement
62,000 Talking
SIZE ISN’T EVERYTHING148K Fans 463K Fans
1149$$
119#
YOUR PAGE
1,300,000Talking17K avg engagement
62,000 Talking5K avg engagement
SIZE ISN’T EVERYTHING148K Fans 463K Fans
1149$$
119#
11%
YOUR PAGE
1,300,000Talking17K avg engagement
62,000 Talking5K avg engagement
SIZE ISN’T EVERYTHING148K Fans 463K Fans
1149$$
119#
11% 1%
YOUR PAGE
1,300,000Talking17K avg engagement
62,000 Talking5K avg engagement
Goal 1: Without Reach, There is No Point!
Goal 1: Without Reach, There is No Point!
Goal 2. Without Engagement There’s No Reach Or Conversion
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? !!!!!!!!!!!!
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