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?

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