Post on 28-Jan-2018
WORKSHOP AGENDA
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SOCIALAN
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10:00-10:05 Introduct ion
10:05-10:10 CoMoGives FACTS
10:10-10:25 Past Chal lenge Grant Winners
10:25-10:30 Goal Sett ing
10:30-10:40 Leveraging Market ing Assets
10:40-10:45 Socia l Media 101
10:45-10:50 Reach & Recycle
10:50-10:55 Gett ing Ahead in Facebook
10:55-11:05 Facebook Ad Guidel ines
11:05-11:15 Content Brainstorm
11:15-11:30 Countdown to Campaign
2016C A M PA I G N
FACTS$567,038.39
Total Donations
11,550Unique Visitors
$107.49Average Donation
$19.19Website Visitor Value
41.7%Donation Rate
1.8Each donor gave to an average of
ORGANIZATIONS
12,633% of Trafficfrom Social Media46%
44%
Website Visits from Social Media
% of Trafficfrom Facebook
20% % of Traffic from CoMoGives Social Media Ad Campaign
S O C I A L M E D I A S T AT S
26,948Website Visits
4,811Donations
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PA G E 3
LEVERAGING MARKETING ASSETSMarketing assets are anything your organization has that can be utilized to create reach or influence donors.
Reach can be bought, borrowed, and built.
What are your goals for the 2017 CoMoGives campaign?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
2017 CAMPAIGN GOALS
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PA G E 4
How can you leverage your assets to get donations?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
How can you leverage your assets to build more assets?__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Think... what would make it easier to spread your message? Do you need more emails, more Facebook fans?
+ =
BUILDING YOUR PLAN
Your activities before and during the CoMoGives campaign can build marketing assets for
your organization to use in the future.
Add it to your hold message
Make it part of answering your phones & conversations
Create pins and wear them to work/networking
Speak at clubs or networking groups
Post a notice on your store front windows
Showcase a sandwich stand
Leave a message in sidewalk chalk
Put up table tents at a supporting local restaurant
Tape a poster on your car window, bike or client waiting area
Place a link in your email signature
Call to action on social media cover images
Promote on your website slideshow
Link from your website
Send an email or text
Post about it on your blog
Add a “Donate Now” link to your Facebook page
24 EASY WAYS TO PROMOTE
LOCATIONPRINT
Add it to your newsletter
Place reminders with Christmas cards
Put a sticker on your envelopes
Post yard signs
Publicize in your church bulletin
Make a poster
Send a mailer
Write a memo on invoices
DIGITAL
CULTURE
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>/< SOCIAL MEDIA 101
2 Use the hastag: #comogives
1 Add a “Donate Now” button Facebook now allows nonprofits to add a “Donate Now” call to action button to your page. Create the button and link it to your CoMoGives.com donation page.
https://www.facebook.com/business/help/694386777360892
DONATE NOW
4 Respond to comments quickly 5 Schedule posts
whenever possible
3 Establish a common vocabulary and voiceThe people we provide services for are our _____________________________
The people who support and donate to our organization are our _____________________
We do not use the following words when talking about our organization because they are confusing or have a negative connotation:____________________________________________________________________________________________________________________________________________________________________________________________
6 Compose with careUse photos with each post
Compose a unique message for each post
Keep it short, keep it simple
Each message should start with different words
8 Like the pages of other participants, organizations and businesses who support you
7 Communicate expections with supportersAsk supporters to share posts on their timeline with encouraging comments
Remind supporters to like posts
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Understand Edge Rank
Cater to Facebook’s Vanity
LIKE = that’s interesting
COMMENT = this is what I think
SHARE = you have to see this
The people you interact with the most have the greatest weight in your newsfeed. Status updates from people naturally have more weight than those of pages.
REACH & RECYCLEMOVING BEYOND FACEBOOK
GETTING AHEAD IN FACEBOOK
Post live feed videos using Facebook’s built-in video app feature.
Take photos using the camera app in Facebook.
Upload videos directly into Facebook when possible instead of linking out to YouTube.
Post DIRECTLY in Facebook, not using a third party software.
PA G E 7
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PA G E 5MayeCreate
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PA G E 8
FACEBOOK AD GUIDELINES1
2 Path #2: Run AdsAdvertisements aren’t as straight forward as boosting posts. True newbies steer clear.
Pay per click or pay per impression.
Target based on interests, location or any number of things.
Consider also running your ads on Instagram.
Run retargeting ads to your website traffic throughout the month with a CoMoGives focused message.
Send people directly to your donate page on CoMoGives.
Path #1: Boost PostsBoosting posts is an easy path for newbies and even middlers to advertise on Facebook. It’s straight forward and easy to accomplish, even on your phone.
$10 boost budget reaches 920-2,400 people in Columbia. $20 boost budget reaches 2,000-5,200.
What does a boosted post look like?
Boosting TipsWrite an original post (not one of the ones we pre-wrote, but a real honest post).
Add an original image to your post with minimal text in the photo. Use Facebook’s testing tool: https://www.facebook.com/ads/tools/text_overlay
Consider the lifetime of your boost. Choose a length of time and budget to meet your goals.
Audience: If you have a large following select “People who like your page and their friends” otherwise click “Create New Audience” to reach more people. Boost to all of Columbia or where your target market lives.
Ad Tips Get creative with your audience(s), consider locations outside of Columbia.
Run one campaign for each audience with multiple sets of ads tailored to your demographics.
Start with three ads for each ad set using different content and images.
Try placing your organization name in different locations.
Review all ads after the first week to learn which is preforming best and adjust your budgets and ads accordingly.
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PA G E 5MayeCreate
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Stay Donor CentricWhat stage of life are they in? Focus on imagery reflecting their stage of life.
How do your values align? Create messaging reflecting their values and life stage.
Why do they give? What motivates them? Appeal for gifts using their reasons and motivations.
What problems do you solve for them? Share how you make an impact on their lives or the lives of others.
CONTENT BRAINSTORM
What you’ll do with donations
What a specific amount of money will do to help your cause
Stories of people who you have helped
Quotes from people in the organization who are passionate about your mission
Quotes of thanks for those you’ve helped
Photos of people you’ve helped
Photos of people in your organization working for the cause
Statistics about your organization
Factoids about the people your organization serves
TOPIC SUGGESTIONSThen vs now comparisons or statistics to show how your work makes a difference
Ask people to share a post to support you
Trivia questions
Leaderboard status updates
People gearing up for the campaign
A photo of your page in the Giving Guide
Screen shots of the leaderboard
Thank donors, include their photo if possible
Quotes explaining why donors give to your organization
How can you use your assets and strengths to easily generate content?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
What do you already have that you can share?_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
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PA G E 5MayeCreate
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COUNTDOWN TO CAMPAIGNSEPTEMBER
Continue to test out content types, message ideas and images
Set up access for account managers
Create logins for the people who will be posting so they are ready to go when you need them in November.
Brainstorm campaign ideas
Rally your troops
Start recruiting people who want to support your organization via social media.Let them know what to do.
Consider how you’ll manage the campaign
Who will do it?What platforms will you use?What are your expectations of the people who will do it?
Beef up accounts
Set up new accounts. Adjust layouts of the ones you have.Download apps & turn on notifications.
ID influencers and Follow/Like
Interact with them by re-tweeting or sharing their content.
Test the waters
Get your feet wet, test out content types, message ideas and images.Try at different times of day or days of the week to figure out what works best for you, mix it up.
PA G E 10
YOUR SEPTEMBER CHECK LIST______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
YOUR OCTOBER CHECK LIST______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
OCTOBER
examples
examples
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PA G E 5MayeCreate
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COUNTDOWN TO CAMPAIGNNOVEMBER
PA G E 11
YOUR NOVEMBER CHECK LIST______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
YOUR DECEMBER CHECK LIST______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
DECEMBER
examples
examples
Review stats from posts in September and October
Build out December’s editorial calendar
Solidify topics for the month. Write posts & ads concepts.Schedule all content possible in advance.Mark/Schedule live post days on calendar. Set up ad campaigns.
Ad Topics and Schedule DATES SUGGESTED TOPICS Dec 1-19 Kickoff, what is CoMoGives
Dec 19-23 Give before you go
Dec 23-27 Holiday, family and gratitude
Dec 27-31 Last chance, don’t forget
Share schedule with your supporters so they know when to share
Complete live posts as scheduled
Review ads weekly
Adjust ads to improve performance.Remove underpreforming ads.Modify budget as needed.
Promote over performing content
Watch your organization rise to the top of the leaderboard!