Using Social Media to Enhance Service Delivery

Transcription

1 Using Social Media to Enhance Service Delivery Maggie Spain PRINCIPAL, SPEARCA COMMUNICATIONS Melissa Steward VP OF MARKETING, NATIONAL FATHERHOOD INITIATIVE

2 WHO WE ARE Maggie Spain Principal of Spearca Communications. More than a decade of experience marketing healthy marriage & responsible fatherhood campaigns. Melissa Steward Vice President of Marketing, National Fatherhood Initiative. Equipping fatherhood programs with knowledge & tools to effectively engage fathers in their children s lives.

3 SOCIAL MEDIA IN 2017 Maggie Spain Principal of Spearca Communications More than a decade of experience marketing healthy marriage & responsible fatherhood campaigns Melissa Steward Vice President of Marketing, National Fatherhood Initiative

4 SETTING UP YOUR SOCIAL STRATEGY Create a business account. Identify one person in your organization to manage social media. Make sure account usernames and passwords are stored in a safe place. Develop a social media cheat sheet. Helps connect organization s voice to social media strategy. Outlines what is OK to post, requires approval to post and is never OK to post.

5 SETTING UP YOUR SOCIAL STRATEGY Online Resources for Social Media Beginners: Hootsuite: Moz:

6 TIPS TO BUILDING AN ENGAGED SOCIAL AUDIENCE Know your audience. Identify your organization s WHY.

7 TIPS TO BUILDING AN ENGAGED SOCIAL AUDIENCE Start small. Use social media to supplement education you re providing in your programs. Look for conversation starters. Ask your followers questions.

8 TIPS TO BUILDING AN ENGAGED SOCIAL AUDIENCE Ideas for Initial Posts Post a quote or phrase that is thought-provoking and ask what it means to your followers. Share information on upcoming events or program sign-ups. Share funny or cute family-related videos or commercials to keep things light-hearted. Share pictures from events or recent "happenings. Share short success stories or congrats moments with photos. Share simple "needs" that participants may have - allows the community to help each other. Short video clips you create.

9 TIPS TO BUILDING AN ENGAGED SOCIAL AUDIENCE Mobile First In 2016, mobile viewing surpassed desktop for the first time. Importance of Video 40% of U.S. consumers report visiting a company s website after viewing a social video. Consent forms needed. Video for social does not have to be expensive or high production.

10 TIPS TO BUILDING AN ENGAGED SOCIAL AUDIENCE Don t be afraid of call to actions. Be prepared for the moment. Schedule posts in advance utilizing such free tools as Hootsuite. Have a crisis plan.

11 STEPS TO CREATING EFFECTIVE FACEBOOK ADS Only 2% of organic posts typically reach followers on Facebook. Emarketer reports that 96% of social marketers consider Facebook an effective channel for advertising. Facebook advertising is targeted and cost-effective (as little as per click).

12 STEPS TO CREATING EFFECTIVE FACEBOOK ADS Create campaign when logged into Facebook Business Manager. Under People and Assets click on Ad Accounts, then Add New Accounts. Enter payment information. Develop a monthly campaign budget. Set-up notifications.

13 STEPS TO CREATING EFFECTIVE FACEBOOK ADS Identify the audience you want to target with your ads. Select Audiences from the top right drop-down menu. Options include: Saved audiences. Custom audiences. Lookalike audiences. Location-based targeting. Demographic targeting. Interest targeting. Behavior targeting.

14 STEPS TO CREATING EFFECTIVE FACEBOOK ADS Determine message and call to action. 90 characters for main text, 25 characters for headline, 90 characters for link description. Be aware of wrap-around text. Use photos or video. Facebook also offers stock photography through Shutterstock for Business Manager ads. Incorporate copy in images. Use images sized at: 1200X628 pixels.

15 BUILDING COMMUNITIES VIA SOCIAL Private Facebook Groups Allows programs to connect with participants via a digital platform they are already using. Require admission (have your social media manager approve new members). Encourage conversations and connections through the group.

16 WHO S DOING IT WELL

17 WHO S DOING IT WELL

18 WHO S DOING IT WELL

19 WHO S DOING IT WELL

20 WHO S DOING IT WELL

21 WHO S DOING IT WELL

22 MEASURING SUCCESS Engaged followers are more important than number of followers. Visits to program website or other relevant links shared via social. Increasing participation in private Facebook groups. Ad performance: Cost per click. Impressions. Unique clicks.

23 HOW TO REACH US Maggie Spain Spearca Communications - maggie@spearcadenver.com ext. 1 Melissa Steward National Fatherhood Initiative msteward@fatherhood.org