ComoGives Marketing & Social Media Workshop Slides 2017
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Transcript of ComoGives Marketing & Social Media Workshop Slides 2017
>/< MayeCreateD E S I G N
M A R K E T I N G
SOCIALAN
D
MEDIAw o r k s h o p
PRESENTED BY
>/< MayeCreateD E S I G N
M A R K E T I N G
SOCIALAN
D
MEDIAw o r k s h o p
PRESENTED BY
WORKSHOP AGENDAInt roduct ionCoMoGives FACTSPast Chal lenge Grant Winners Goal Sett ingLeveraging Market ing AssetsSocia l Media 101Reach & RecycleGett ing Ahead in FacebookFacebook Ad Guidel ines Content BrainstormCountdown to Campaign
2016C A M PA I G N
FACTS
2016C A M PA I G N
FACTS26,948
Website Visits
4,811Donations
$567,038.39Total Donations
$107.49Average Donation
2016C A M PA I G N
FACTS
11,550Unique Visitors
1.8Each donor gave to an average of
ORGANIZATIONS
$19.19Value Per Visit
41.7%Donation Rate
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
2016C A M PA I G N
FACTS
13,400Unique Visitors
5,582Donations
$600,000Total Donations
2017
$107.98Average Donation
13,400Unique Visitors
$600,000Total Donations
115Unique VisitorsPER ORGANIZATION
$107.49Average Donation
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PAST CHALLENGE GRANT WINNERS
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PAST CHALLENGE GRANT WINNER
2nd Place Most Donations Raised without Providing Premiums
Speaker: Kalynn Ramsey
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PAST CHALLENGE GRANT WINNER
Most Young Donors 2016Speaker: Haley Ide
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D E S I G N
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Your activities before and during the CoMoGives campaign can be about more than just this campaign. They build marketing assets for your organization to use in the future.
Goals Recipe
WHAT ARE YOUR 2017 COMOGIVES GOALS?
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LEVERAGING MARKETING ASSETS
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“When the only tool you have in your tool box is a sledgehammer everything starts to look like a rock.”
-Bob Rae
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LEVERAGING MARKETING ASSETS
Marketing assets are anything your organization has that can be utilized to create reach or influence donors.
Reach can be:
Bought
Borrowed
Built
WHICH ASSETS CAN MOST EFFECTIVELY DELIVER YOUR MESSAGE?
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YOUR ASSETS
YOUR STRENGTHS
YOUR PLAN+ =
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How can you leverage your assets to get donations?
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How can you leverage your assets to build more assets?
LOCATIONPRINT
DIGITAL
CULTURE
HOW CAN WE PROMOTE COMOGIVES?
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SOCIAL MEDIA 101
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SOCIAL MEDIA 101
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 NOW2 Use the hastag: #comogives
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SOCIAL MEDIA 101
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:____________________________________________________________________________________________________________________________________________________________________________________________
4 Respond to comments quickly
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SOCIAL MEDIA 1015 Schedule posts whenever possible
Compose with careUse photos with each post
Compose a unique message for each post
Each message should start with different words
Keep it short, keep it simple
6
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SOCIAL MEDIA 1017 Communicate expections with supporters
Ask supporters to share posts on their timeline with encouraging comments
Remind supporters to like posts
8 Like the pages of other participants, organizations & businesses who support you
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D E S I G N
P R E S E N T E D B Y
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of Traffic from Social Media in 201646%
95.5%% of Social Media Traffic from Twitter4.4%
0.09%
% of Social Media Trafficfrom Facebook
% of Social Media Traffic from Instagram
0.03% % of Social Media Traffic from Google+
S O C I A L M E D I A T R A F F I C
2016C A M PA I G N
FACTS
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MOVING BEYOND FACEBOOK
REACH & RECYCLE
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MOVING BEYOND FACEBOOK
REACH & RECYCLE
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MOVING BEYOND FACEBOOK
REACH & RECYCLE
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MOVING BEYOND FACEBOOK
REACH & RECYCLE
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MOVING BEYOND FACEBOOK
REACH & RECYCLE
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GETTING AHEAD IN FACEBOOK
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Understand Edge Rank
GETTING AHEAD IN FACEBOOK
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.
LIKE = that’s interesting
COMMENT = this is what I think
SHARE = you have to see this
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ANDM A R K E T I N G SOCIALMEDIAw o r k s h o pWhat’s the only thing Facebook
loves more than Facebook?
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More Facebook!
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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.
CATER TO FACEBOOK’S VANITY
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FACEBOOK AD GUIDELINES
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FACEBOOK AD GUIDELINES
1 Path #1: Boost PostsBoosting posts is the best 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 a boosted post looks like
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Post Boosting TipsWrite an original post (not one of the ones we pre-wrote, but a real honest post).
Make sure to add an original image to your post with a minimal amount of text in the photo. Use Facebook’s testing tool if you’re uncertain: https://www.facebook.com/ads/tools/text_overlay
Consider lifetime of your boosted post, choose an appropriate 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.
FACEBOOK AD GUIDELINES
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2 Path #2: Run Advertisements
Pay per click or pay per impression.
Target based on interests, location or any number of things.
Consider also running your ads on Instagram.
To capture more potential donors, run retargeting ads to your website traffic throughout the month with a CoMoGives focused message.
Send people directly to your donate page on CoMoGives.
Advertisements aren’t as straight forward as boosting posts. True newbies steer clear.
FACEBOOK AD GUIDELINES
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Tips for Running AdvertisementsGet 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.
FACEBOOK AD GUIDELINES
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BOOSTING VS. ADS
In the moment content
Reach a straightforward audience
Promote for a short period of time
Share a good post with more people to generate more followers
Branding messages
Complex audience targeting
Run for a longer period of time
AB test messaging
Boost Ads
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CONTENT BRAINSTORM
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What 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.
STAY DONOR CENTRIC
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How can you use your assets and strengths to easily generate content?
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What do you already have that you can share?
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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
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COUNTDOWN TO CAMPAIGN
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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.
SEPTEMBER CHECK LISTID 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.
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Continue to test out content types, message ideas and images
Brainstorm campaign ideas
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.
OCTOBER CHECK LISTRally your troops
Start recruiting people who want to support your organization via social media.
Let them know what to do.
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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.
Share schedule with your supporters so they know when to share
NOVEMBER CHECK LISTAd 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
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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!
DECEMBER CHECK LIST
42Unique Visitors
9.3Donations
$1,000Total Donations
22%Per Visitor
Conversion Rate
$107.49Average Donation
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