Digital Marketing Strategy Fantastic

OceansGoal is to improve brand awareness and generate fundraising via the digital platforms -

Facebook, Twitter, Instagram, YouTube, LinkedIn and Pinterest.

Recommendations for paid marketing• Use the following platforms • Facebook – Ads and Promoted posts• Twitter – Ads, Promoted Tweets, Promoted Trends• Instagram – No paid ads • YouTube – No paid ads• LinkedIn – No paid ads

• Creating brand awareness and fundraising can be done simultaneously

Why Social Media?

Facebook• Promoted posts• Ads• Promoted Pages/Sponsored Stories• Example case studies

StrategyObjective - Generate brand awareness and raise funds

Target Audience• Build custom audience based on

• Geography – Start with Florida state and expand to other parts• Interests – Nonprofit, Oceans, Conservation, connections to similar pages• Behaviors – Past intents, device usage (mobile or pc)• Age Group – 28-45 for donations

• Use “look alike audience” and “local awareness” to customize audience

Strategy (cont.)Content• Use real time photos, videos and links to scheduled

events• Post about current global or cultural events • Should be clear and concise. Do not have too many

things and confuse the user• Promote posts that are already popular, specific

campaigns or events• Call To Actions - link to website, share posts or donate

Frequency• One post/day. Engage constantly with your audience• Schedule posts over weekends and esp. before

holidays

Promoted Posts• Increases outreach• Only promote posts that are

already popular• Promote only specific issues – not

everyday posts• Photos drive more traffic than

links• Use small budgets ($5-$30) for a

post• Include CTA’s – link to website or

donate option

Ads• Increases brand awareness and

number of donors• Captures attention via newsfeeds and

page posts• Tell the story using real images, videos

and content to appeal to the audiences• Use ‘local awareness’ to spread word

in local areas• CTAs - link to website or Facebook

event/page, donate now option or redirect to local event

26% of the most engaging posts were photos and 11% were videos

Examples

Promoted Pages/Sponsored Stories• Can be used once the initial audience is built• Use as a peer to peer target activity • Show action taken by friends and family• Via newsfeeds and sponsor post

• Helps with fundraising via matching funds and peer to peer methods• No immediate ROI

Raising Brand Awareness Example

Twitter• Ads• Example case studies

StrategyObjective - Generate brand awareness and raise funds

Target Audience• Build custom audience based on

• Geography – Start with Florida state and expand to other parts• Interests – Nonprofit, Oceans, Conservation, connections to similar accounts• Behaviors – Past intents, device usage (mobile or pc), keyword tagging

• Use “Follower Targeting” this to reach lots of interested people at once • Twitter users who follow your competitors• Relevant media outlets • Industry thought leaders.

Strategy (cont.)Content• Create a unique hashtag • Tweet with real time photos and links to videos or events• Keep up with related global or cultural events, contests or campaigns

• Tweet using their hashtags • Piggyback on hashtags like #GivingTuesdays, #FollowFridays to gain momentum

• Call To Actions - link to website, share posts or donate

Frequency• Engage constantly – tweet everyday• Schedule tweets over weekends and esp. before holidays

Ads• Design website card • provide specific context with image– reason to visit• Website url • CTA – read more, visit or donate

• Narrow target audience based on geography and interests • Increase exposure and awareness via promoted tweets and accounts• Use ManageFlitter to grow twitter account• Increase engagement via promoted trends• Use hashtags effectively

Shows how fundraising goals are reached using Twitter

Shows annual growth via posts

Building a new audience example

Instagram• No paid advertising• Integrate pictures and videos with Facebook and Twitter posts and campaigns

• Increases brand awareness • 34% of the audience fall in the 14-34 age group• Community growing at the rate of 26%

• Tells the story using real time pictures and videos • Used by nonprofits like Charity: Water, UNICEF USA, Heal the Bay • Best results are achieved • Not via Instagram Ads• By integrating Instagram posts with Facebook and Twitter

• Use it to run contests and share updates with the community

YouTubeNo paid ads. Instead create videos and share them on other platforms.

• No paid ads• Apply for Google for Nonprofits• Ads as such are more expensive and less ROI

• Create content via videos• Increases awareness and engagement when the audience can interact • Get known celebrities or influential people to talk about the cause• Livestream from on field events

• Share the videos on Facebook and Twitter to generate traffic to the website

LinkedIn• No paid ads • Connect with individuals/groups with similar interest

• Connect with • Individuals and organizations with similar interests• Groups that are invested in the same cause

• Start following influencers and groups with same interest• Once connected use email marketing to target them• Engage via LinkedIn Pulse

Few interesting stats for social media• 63% of people want to know how money will be used • 50% of donors that say personalization of Thank You is more

important than speed • 9.5% of online donations are made via mobile phones• 65% of this is done via social media

• $25 billion in donations are not loyal to any organization and are switchable to new charities• Average annual household contribution is $2,974• Corporate giving increased 13.7% in 2014 to $17.77 billion

How people find out information about a cause

Why people Like or Unlike a Nonprofit

Other activities to increase awareness• To get more volunteers • Connect to sustainability groups in schools and universities• Sponsor for events/contests

• Online fundraising campaign/event• Contests on social media• On ground interactive sessions