Embed Size (px)
Citation preview
SOCIAL MEDIA
“The centerpiece for gatherings surrounding
the subject of social media.”
o Expands social media literacy and shares
best practices
o Organizes workshops, forums, presentations
o Lead by an all volunteer team
o Founded 2009
SMCSac --Who We Are
oSocial Media – Why Bother?
oPlatform Overview
oEngagement & Influence
oGraphic Design Made Easy
oGetting Organized
oAdvertising
oQ&A Panel
AGENDA
Why Bother?
o 11.5 billion monthly active users (Facebook Investor Report, November
2015)
o 72% of adult Internet users are on Facebook, 62% of
the total adult population (Pew Research, August 2015)
o Facebook continues to have the most engaged users.
70% log on daily (Pew Research, August 2015)
It’s In the Numbers - Facebook
o Facebook was the most popular platform with 75% of
nonprofits reporting it as effective to highly effective
followed by Twitter at 64%
o Facebook was the #1 Social Media Platform for
website referrals
Source: 2015 Big Day Of Giving Report To The Community
Big Dog History Supports It
o 320 million monthly active users (Twitter, December 2015)
o 23% of adult Internet users are on Twitter, 20% of the
total adult population (Pew Research, August 2015)
o 38% of those on Twitter use the site daily (Pew Research, August
2015)
It’s In the Numbers - Twitter
Hall of Fame
80 Likes
1.6K Views
Hall of Fame533 Likes
62 Shares
Hall of Fame
301 Likes
54 Shares
Boosted
Hall of Fame
Are ponies
going to be
a hot meme
this year?
Hall of Fame
Hall of Fame
Hall of Fame
Hall of Fame
Social Media Options
o Gender
o Age
o Occupation
o Interests
o Geography
Who Are You Trying to
Reach
o Referrals
o Increase Frequency
o Increase Spend
o Win Back Former Donors
o New Donors
What are Your Goals
o BACKYARD BARBECUE
o Best for connecting with
friends & people who
love you
o Cocktail Party Mixer
o Best platform for meeting
new people
o Trade Show
o Your profile is the
equivalent of a trade
show booth. Make sure it
impresses.
o Postcard
o Competition is fierce -
your photo must be
fantastic
o Catalog
o Pinners love to buy so
great for e-commerce
o TV Station
o Multiple videos add together
to tell your story
YOUTUBE
o File Cabinet
o Hashtags help people find
you.
o Brand Yourself
o Find all the pics filed
under #BigDog2016
HASHTAGS
o Our Focus Today will be on Twitter & Facebook
o Facebook is best way to reach people who love you
o Twitter is the best way to reach new people
Big Day of Giving
Why Twitter?
o Organizations on Twitter
made over twice as much
last year as organizations
just on Facebook
Why Twitter?
o Twitter is public so
everybody can see your
project
o Twitter will help you attract
new fans and donors
Why Twitter?
o Twitter is more interesting
when you follow interesting
people. One easy way to
do that is to follow lists.
o http://twitter.com/juliegalla
her/lists
TWITTER Lists
Learn More Here
o Local Restaurants
https://twitter.com/JulieGallaher/lists/sacramento-restaurants/members
o Sacramento Businesses
https://twitter.com/JulieGallaher/lists/sacramentobusiness/members
o Sacramento Nonprofits
https://twitter.com/goodlaura/lists/sac-nonprofit/members
o Sacramento Media
https://twitter.com/goodlaura/lists/sac-media/members
o Sacramento Social Media Professionals
https://twitter.com/ronnieledesma/lists/sip/members
Twitter Lists You
Should Follow
https://twitter.com/JulieGallaher/lists/sacramento-restaurants
o Subscribe to the list and
o Follow the people who
interest you
Twitter Lists
o Create your own lists
Create Your Own
Twitter Lists
o Your lists can be public or
private.
Big Day of Giving
o Hit the widget button on
the profile you want to
add to the list
Add people to your Twitter Lists
Power of the Retweet
o Your reach may be small,
but with retweets you can
reach the world
Power of the Retweet
o Encourage retweets by
keeping your messages
100 characters or less
Power of the Retweet
o Just Hit the Retweet
button
o Retweet better than a Like
You Can Retweet Too
o Start tweeting - morning,
noon & night
Power of Retweet
Connecting with Influencers
o http://FollowerWonk.com
o Search Bios
o Look for influencers who
are interested in the same
things you are interested
in.
FollowerWonk.com
o http://followerwonk.com
o Refine your search if at first
you don’t succeed
o Item 2
FollowerWonk.com
o Use Twitter’s search bar
to find live on-topic
tweeting
Big Day of Giving
Image Editing Tools
o canva.com
o Best layouts are built in so
that your social media
posts are the right size
canva.com
o canva.com
o Sample layouts - many
free, others for $1 that you
can use
canva.com
o Canva.com
o Search for images and find
images you can use - some
free, some for $1
canva.Com
o Picmonkey.com
o Inexpensive version of
PhotoShop
o Choose your own photos,
fonts, layouts
picmonkey.com
o Picmonkey.com
o Lots of Fun Fonts
o Filters
o Textures
o Collages
picmonkey.com
o Wordswag
o Add text to your iPhone
photos
o Fonts & Layouts done for
you
WordSwag for iPhone
Getting Organized
What is an Editorial Calendar?
Organizes your marketing
messages into when and how you
want to share them.
What is an Editorial Calendar?
Identify Key Messages
Events? Programs? Donation Ask?
Decide When & How Often to Share
Daily Weekly Etc.
Decide Which Platforms to Share on
Facebook Twitter Newsletter Blog
Content Ideas -- General
o Your campaigns
o Your events
o Regional Events that Tie to Your Cause
o National/Global Awareness
Days/Weeks/Months
o Holidays (can use to theme your messages)
o Check out Local Media Editorial Calendars
Content Ideas – Pre Big Day of Giving
oFundraising Goals
oWhy Give to You?
oWhat will you do with money raised?
oPre Big Dog events
oBuild Audience – Followers, Likers, (e)Mailing
List
o“Save the Date”
oPrize Challenges Heads Up
Content Ideas – On Big Day of Giving
oFundraising Goals
oWhy give to you?
oWhat will you do with money raised?
oEvents
oPrize Challenges
oStatus Updates
oThank You Posts
oMemes
Time Saving Ad Campaign Tip
o Get Ads approved in advance
o Pause your campaign
o Start it again when ready to roll
Creating an Editorial Calendar
Use a tool that works for you to plot
out the plan:
o Spreadsheet
o White Board
o Desk Calendar
o Notebook
Editorial Calendar Example
Key Messaging Topic Frequency
Click Here for Google spreadsheet Template
Editorial Calendar Example
Click Here for Google spreadsheet Template
Why Schedule in Advance?
o Frees You Up to focus on Engagement – RTs,
Replies
o More Time to Work on content that can’t be
scheduled in advance like Updates, Thank Yous,
etc.
o Tip – Create a Twitter ID Cheat Sheet
Scheduling Content on Facebook
What is Hootsuite
Compose
Schedule
Buffer
o Buffer allows you to schedule up to 10
posts (free version)
o Can use it directly from twitter.com—
great for scheduling Retweets
o Has a browser extension so you can
schedule directly from webpages
Mobile Apps Make it Easier
o Facebook For Pages
o Twitter
o Hootsuite
o Buffer
All Available for iOS or Android
Can Manage Multiple Accounts
Facebook Insights
Facebook Insights
Break
Advertising
o Why should I use Facebook ads?
o What type of Facebook ads should I use?
o How do I make good Facebook ads?
o Advanced stuff.
Facebook Advertising
Facebook for Business – Great information on advertising
o Why should I use Facebook ads?
o self-serve
o able to be very specific
o don’t need huge $ to achieve *measurable results
*measurable is different than “huge”
Facebook Advertising
o What type of Facebook ads should you use?
o set an objective first
o think before you “boost”
o prepare for the result
Facebook Advertising
o What type of Facebook ads should you use?
o set an objective first
o think before you “boost”
o prepare for the result
Facebook Advertising
o What type of Facebook ads should you use?
o set an objective first
o think before you “boost”
o prepare for the result
Facebook Advertising
o What type of Facebook ads should you use?
o set an objective first
o think before you “boost”
o prepare for the result
Facebook Advertising
o How to write good Facebook ads?
o empathy
o keep it light
o treat it like a headline
o make it shareable
Facebook Advertising
o How to write good Facebook ads?
o empathy
o keep it light
o treat it like a headline
o make it shareable
Facebook Advertising
o How to write good Facebook ads?
o empathy
o keep it light
o treat it like a headline
o make it shareable
Facebook Advertising
o How to write good Facebook ads?
o empathy
o keep it light
o treat it like a headline
o make it shareable
Facebook Advertising
o How to write good Facebook ads?
o empathy
o keep it light
o treat it like a headline
o make it shareable
Facebook Advertising
o Advanced stuff
o installing the Facebook pixel
o retargeting
Facebook Advertising
o Advanced stuff
o installing the Facebook pixel
o Retargeting
Facebook Advertising
https://www.facebook.com/business/help/952192354843755
o Advanced stuff
o installing the Facebook pixel
o retargeting
Facebook Advertising
o Break up into Groups of 6-10
o Brainstorm Ad Copy
o Fit the Copy onto the image using no more than 5 of the boxes
(20%)
Hands On – 10 minutes
Be Sure to Join Big Dog
Learning Community
on Facebook!
