Bootcamp #3.2: Advanced Social Media

Transcription

1 Bootcamp #3.2: Advanced Social Media

2 Social Media A Recap - If your supporters are online, then you should be too. - Pick the social media medium that makes sense for your organization. - Create or curate quality material. - Post regularly. - Keep social media social: respond, like, etc.

3 Who are you trying to reach? What are your goals? Gender Age Occupation Interests Geography Referrals Increase Frequency Win Back Former Donors New Donors

4 An Argument for Social Media Stewardship Stewarding the mission of an organization can continue online. Put staff, volunteers, board members to work as online stewards. Cost Efficiency While free, social media also has opportunities for paid campaigns, boosted posts, like campaigns, website clicks, etc. all of which are very cheap (~ $1/like or click) Analytics In the online world, everything can be tracked. Facebook Insights, Google Analytics, etc. can tell you how all sorts of things about the audience your social media content is reaching!

5 Getting Started Where do I begin? Social medium(s) selected Admin(s) are in place Campaign direction identified Goals are set Editorial Calendar outlined Content created/curated Posts scheduled Interact with fans online (comment, respond, like) Track analytics

6 The Platforms Facebook-BACKYARD BARBECUE - Best for connecting with friends & people who love you Instagram- POSTCARD Competition is fierce - your photo must be fantastic Twitter- COCKTAIL PARTY - Best platform for meeting new people LinkedIn-TRADE SHOW - Your profile is the equivalent of a trade show booth. Make sure it impresses. Hashtags FILE- CABINET Help people find you! Brand Yourself! Find all the pics! YouTube- TV STATION Multiple videos add together to tell your story

7 Editorial Calendars Stay organized with an editorial calendar Excel spreadsheet, Google doc, Outlook calendar Help keep track of multiple campaigns #MotivationalMonday #ThrowbackThursday #FlashbackFriday #GoodGivingGuide #BGGives Other organizational campaigns/events/messages Balance your broccoli & cheese Helps outline how much of your organization s mission/message (aka broccoli ) is out there versus smile-worthy posts to keep your fans engaged (aka cheese )

8 Editorial Calendars Editorial Calendars track all media to help you stay on message and make sure the message is fine-tuned for the correct media medium: Facebook posts Twitter tweets blasts Traditional Press Releases Key Messages: Events? Programs? Donation ask? When? Daily? Weekly? Your editorial calendar should be one part of your overall GoodGiving Challenge master plan. It should compliment your fundraising strategy by putting out motivating messages It should not be your actual fundraising plan though. Social Media is like having your own TV channel to broadcast your message. It is not a direct link to your donors resources. It is a way to engage them, educate them, motivate them, and meet NEW potential donors. If making direct solicitations on social media, use them strategically and sparingly.

9 Editorial Calendars: Facebook Example Tips! Utilize weekly reoccurring posts Utilize trending hashtags Video/picture/ status mixture *By far, videos are currently enjoying the BEST reach on Facebook!!!!!!! Ramp up post frequency w/ campaign *As November29 th approaches, post more frequently about it and use #GoodGivingGuide What works for you? Spreadsheet-Whiteboard-Desk Calendar- Notebook?

10 Content Created/Curated What should I post? Keep your broccoli & cheese balance in mind. Use cheese to fill a few posts slots and also keep your audience coming back for more. Make your life easier and curate content. What s going on locally or nationally that pertains to your organization? Tip: you are always welcome to share Blue Grass Community Foundation s posts, especially ones about the GoodGiving Challenge! Who doesn t love going through old yearbooks? Do the social media equivalent and post some #TBT or #FBF pictures that are in the office, from old events, or from previous annual reports. - Content ideas: Fundraising goals, Why give to you?, What will you do with the money raised, Save the Date, Build Followers, Likes, List, Challenge Events

11 Creating Content How to Create Your Own Content GoodGiving Challenge Campaign Checklist GoodGiving Challenge logo? Your organization s brand awareness? (logo, colors, etc?) Correct size/proportions? Your organization s video/picture/quote? #GoodGivingGuide and/or #BGGives Effective Storytelling Tip: Save time and use your creation as a template

12 Creating Content: Steps for Editing & Posting an iphone Video to Facebook Best apps: imovie for iphone Or PowerDirector for Android Within your iphone camera roll, locate your movie and open the editing feature.

13 Creating Content: Steps for Editing & Posting an iphone Video to Facebook In imovie, several edits can be made: Trim length 30 sec. max for Twitter Videos no longer than 3 minutes recommended for Facebook 0:30 1:00 is optimal! Adjust color Add title text Add music Tips! * Don t forget to save your work by hitting Done. * Also, be sure to use the edited version when you are ready to post it!

14 Creating Content: Steps for Editing & Posting an iphone Video to Facebook Composing Your Post: Be sure to select the correct video Type a message (using #s, tagging proper nouns, and location) Post it!

15 Creating Content Canva.com Best layouts are built in so that your social media posts are the right size

16 Creating Content- WordSwag Wordswag -Add text to your iphone and Android photos Fonts & Layouts done for you Graphic design on your phone! Easy! And CHEAP! Tutorials everywhere online

17 Save Time & Schedule Posts Save time and schedule your posts In a few minutes, you can create/curate a handful of posts and schedule them so that an entire week of posting is complete! Use insights to guide the best times/days to post Facebook scheduling is simple Multi-platform tools Be mindful of the medium and your audience Twitter users do NOT like Facebook style posts or being redirected to Facebook HootSuite

18 Scheduling on FB

19 Hootsuite

20 Hootsuite

21 Interact! Keeping Social Media Social Congratulations! Your post is picturesque, on message, branded, and scheduled during a peak time! Likes, shares, comments, re-tweets (RT), and favorites are coming in! Now what? Congratulations, again! An attentive page admin is watching for this feedback and just asked Now what? Since social media is social, reply to the comment or simply like it. Scroll through your newsfeeds and hit like on other organization s posts. (Make sure to follow each other and Blue Grass Community Foundation!)

22 Tracking Your Analytics What are analytics? Analytics are like the picture or video you send grandparents of a kid opening their gift. Just how big was the smile? How long did it take them to tear into the present? What did they say afterwards? How many friends did they invite over to play with their new gift?

23 Analytics Facebook Analytics = Insights *Only active once your page has reached 100 Likes *The mobile platform is very limited, so use it on desktop where you can also export the data. Most useful for: Scheduling posts Discerning which content is most popular Geographic/demographic break-down of followers Determining overall reach of a post

24 Switching Gears

25 Facebook: Paid Campaigns On Facebook, there are several, affordable ways to increase the reach of your message and, hopefully, its goal: 1. Boosted posts *immediate impact, but only for 1 specific post 2. Page likes *increase your overall potential audience 3. Clicks to an external website *great support for campaigns like BGGIVES.ORG

26 Facebook: Paid Campaigns Getting Started Why should I use Facebook ads? Self-serve - able to be very specific Don t need huge $ to achieve *measurable results Measurable is different than huge! Paid campaigns are done through a personal Facebook user s account Make sure the budget and approval process is clearly outlined

27 Facebook Paid Campaigns: Boosting Individual Posts Tip: Remember, Facebook budgets must be at least $1.00 per day!

28 Facebook Paid Campaigns: Creating Page Like or Website Click Campaigns While logged on as yourself, click Home so that you see your personal Newsfeed. On the left-hand column select Ads Manager.

29 Facebook Paid Campaigns: Creating Page Like or Website Click Campaigns From here, you can view/edit an existing campaign: Or create a new ad campaign.

30 Wrap-Up Please reach out if you have questions once you start putting some of these things into practice we are here to help!

31 Save the Date! Don t forget, our next and final Bootcamp will be November 16!