2018 Digital Marketing Workshop

Transcription

1 2018 Digital Marketing Workshop

2 QUESTIONS Who uses Social Media? How many of you know who your online customer is? Use paid ads on social media? Promoted LivePC GivePC last year?

3 THE FORMULA 1. Social media is an incredibly powerful way to REACH audiences + 2. Nonprofits (like you) are on a mission to make a positive IMPACT in Park City Reach & Impact = Greater Success

4 USE SOCIAL MEDIA TO #1. ENGAGE MORE WITH YOUR AUDIENCE speak frequently at a low cost #2. DELIVER QUICK CTAS call it out and link it to make it simple #3. CREATE BOLD, MEANINGFUL STORIES tell your story as it happens #4. TARGET YOUR REACH sponsor posts to reach your target demographic #5. HARNESS YOUR INFLUENCERS use influencers to drive more participation

5 SAMPLE CAMPAIGN Charity: Water s September Campaign The Ask: invite friends and family to donate to Charity Water instead of buying gifts and then share this story to social media. This campaign demonstrates: - word of mouth - motivation: you give I give

6 LIVE PC GIVE PC CAMPAIGN GOAL BUILD A RELEVANT, CALL TO ACTION LEVERAGE INFLUENCERS TO PROMOTE & GIVE IT A VOICE GET THE CAMPAIGN IN FRONT OF PEOPLE HELP IT SPREAD THROUGH WORD OF MOUTH INCENTIVES

7 DEEPER DIVE

8 Building the right message

9 VALUE PROPOSITION DO YOU HAVE A VALUE PROPOSITION? DOES IT TRANSLATE WELL TO SOCIAL MEDIA?

10 YOUR MESSAGE Identify a timely and focused campaign message and make sure: resonates in short, visual messaging motivates your audience to share and ask others to share or give introduces new people to your organization and pulls them in to learn more

11 YOUR MEDIA VIDEO IMAGERY CTA

12 Finding your audience

13 Where the users are.

14 Social Media stats

15 Social Media allows you to customize your audience know where your donors are and how to reach them. Know how to select your audience

16 Delivering the message

17 Influencer Sharing What to ask: Help create the campaign Engage on Social Media Like, comment, and share an organization s content to show your support and spread the word. Share a Personal Story Craft a compelling message to share with your friends and family on social media that tells the story of your commitment. Sharing your emotional connection to the cause will inspire others and get a conversation going. Use the # Stay Active to the end

18 Word of Mouth How to you make it valuable for other people to share your information? Challenge: I challenge you to I donated, I encourage you to too

19 FUNDRAISE

20 Social Platforms Facebook: Longer Story, good picture, use emojis, sparing # When to use: The month leading up to the event Post 5-7 times weekly (at least once on the weekend) Post visually appealing photos and graphics receive up to 4X more engagement Limit post text to 80 characters Use video if possible Create Paid Ads Promote Call To Action buttons Monitor your Insights / Analytics / Reactions 48 Hours Of LIVE PC GIVE PC: Video Your Story

21 Social Platforms Social Messaging When to Use: The 24 hours of the event

22 Social Platforms Instagram: Picture or video, one line story USE LOTS OF # When to use: the month leading up to the event Driven by video and photo content Post once per day alternate between morning and late afternoon Consistently use hashtags (drives 3x more engagement) 48 Hours Of LIVE PC GIVE PC: Video Your Story Add video and picture stories about your fundraising efforts! Remember keep your phone vertical!

23 Paid Ads

24 Make it easy for users to take action

25 CTA Button CTA buttons: idea is to make the customer experience better by allowing various actions such as donating directly from Facebook

26 Make sure it direct links to your giving page not just the home page. Customize Your Page

27 Keys to Success 1. Begin promoting your campaign one month before on social media 2. Schedule posts about your story: Where will money you raise go this year? What success stories happened last year? What is your $$$ goal? What matching hours do you have? 3. Drive Traffic to your fundraising page and make sure it has a Call To - Action 4. Create a series of social media posts with graphics, videos and schedule them! 5. Create unique posts for each Social Media platform (Instagram, fb, etc) 6. Tag #LivePCGivePC in all your post

28 Drive To Live PC Give PC 7. Advertise during the WEEK around Live PC Give PC 8. Engage board members, influencers and other volunteers to help share your posts maybe even incentivize them!!!! 9. Direct message challenges and other messages! 10. Ask them to give and say Thank You, then Include Social Sharing buttons in your Thank You

29 Questions? Brandi Bloodworth Connolly Crestline Consulting