360i's digital education for nonprofits (the den) recap report
TRANSCRIPT
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Table of Contents
The Millennial Donor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
DIY/Free Insights Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Trend Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Social Platform Cheat Sheets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Story Packs—for good . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
Building Successful Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
How to Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
SEO Tips & Best Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
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Millennials (aged 18-32) are now the largest generation in the US totaling nearly
In the coming decades, this group is expected to inherit
Are willing to raise money on behalf of a cause they care about
Of Millennials want to see the impact of their donation
in wealth from previous generations and will have
by 2017
$$
$
80MILLION
$41TRILLION
$$$
7 10OUT OF
H.O.P.E.
THE LARGEST BUYING POWER IN THE U.S.
In order to ensure future nonprofit champions and long-term financial supporters, it’s critical for nonprofits to begin building relationships with charitable Millennials.
HONESTY
Transparency and clarity of organizations and donation objectives is crucial
PERSONAL
This group wants to use their unique skills to enact change for a cause important to them
EASE
Donation experiences must be seamless to facilitate impulsive Millennial donors
OPTIONS
Millennials want to engage with a nonprofit in a number of ways, on their own terms
What to keep In mind when
targeting Millennials
Motivations:What aspects of nonprofits
attract and inspire millennials to donate?
TOP REASONS MILLENNIALS GET INVOLVED
79%Passion for acause
56%Meet likemindedpeople
46%Apply a skillset
57%
“ When you find a personal connection to a cause, it’s really motivating in helping and participating with a nonprofit.”
“ Disconnect between where money goes and how a nonprofit uses it prevents me from donating more.”
The Millennial DonorUnderstanding the imminent influence of Millennials on nonprofit donations
This group wants touse their unique skillsto enact change for a cause important to them
5
Of Millennials receive emails from at least one nonprofit
1. Connect to social2. Donate to nonprofit3 . Read blog posts4. Newsletter signup5. Petition signature
Millennials read nonprofit articles/emails on their phone
Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i .com Sources: Pew Research Center, Tabulations of U .S . Census Bureau population; Forbes .com: “2015 is The Year of the Millennial Customer”; 2013 Millennial Impact Report; GWI – Platform Usage Among Millennials; Network for Good - The Millennial Donor Playbook; Blackbaud: The Next Generation of American Giving
Touchpoints:Which channels
and platforms are the best ways to
reach millennials?
Insights+ Opportunities
SOCIAL MEDIA: Stay in touch & make connections
EMAIL + WEBSITE: Provide information, CTA
“ Sharing to social media is more powerful fundraising than trying to meet a business owner. Friends may donate less, but there are more of them”
FacebookInstagram
SnapchatPinterest
49%28%
24%23%
22%
PLATFORM USAGE AMONG MILLENNIALSQ4 2015, USA
TOP ACTIONS ONNONPROFIT WEBSITES
65% 4 5OUT OF
Focus on building an emotional connection through storytelling about your cause and the success it has achieved through donations
Give Millennials multiple options to achieve one, clear call to action whatever the time of day and wherever they are
Provide opportunities to connect Millennials with their peers on a shared passion to enact a movement of change for a cause
Catch Millennials where they already spend their time – social media and online – and encour-age social sharing to those in their network
Of Millennials use their phone to check out a nonprofit’s Facebook
Of Millennials like to see nonprofits post success stories
Of Millennials are actively connected to 1-5 charities
70%60%49%
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AccessSocialbakers .com/statistics/facebook/
CapabilitiesNonprofit social media reports exploring top pages, fan demographics, and fastest growing pages
AccessTailwindapp .com
CapabilitiesProvides high level weekly summaries of your nonprofit activities; can schedule pins, monitor your page and measure results
AccessYouTube .com/trendsdashboard
CapabilitiesTracks what is trending on YouTube for a given time period, allowing you to filter by location, user age and gender
AccessSimplyMeasured .com/free-social-media-tools
CapabilitiesShows how your Vine Tweets are engaging followers and which Vines are being shared the most . Note: Must post 3 times a week to analyze
AccessFollowerWonk .com
CapabilitiesSearch Twitter bios by keywords to find relevant superfans
AccessAllMyTweets .net
CapabilitiesAggregates last 3K tweets of any user into one page to easily search by keyword
AccessIconoSquare .com
CapabilitiesTracks how many people have mentioned a particular hashtag and lists similar hashtag usage
FacebookSocialbakers
TwitterFollowerWonk
InstagramIconosquare
VineSimply Measured
YoutubeYouTube Trends Dashboard
PinterestTailwind
AllMyTweets
DIY/Free Insights Tools
By Platform:
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Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i .com
Trend Insights:
AccessAdwords .Google .com/KeywordPlanner
CapabilitiesProvides related search terms and search volume estimates on specific keywords; breaks out which devices a keyword is most searched on
Google Keyword Planner
AccessGoogle .com/trends
CapabilitiesSearch data is used to provide valuable insight and context to emerging trends and interests for consumers over time
Google Trends
AccessInsight .GlobalWebIndex .net/subscribe
CapabilitiesDaily email providing charts analyzingconsumer and platform behavior across regions and demographics
Global Web Index
AccessYPulse .com/registration#bronze
CapabilitiesDaily email providing trends and online articles regarding Millennial interests, perceptions and innovations
Ypulse
AccessBlackbaud .com
CapabilitiesCombines technology solutions and expertise to provide tools, research and newsletters for nonprofits
Blackbaud
AccessSmile .Amazon .com
CapabilitiesWebsite operated by Amazon that will donate 0 .5% of a shopper’s purchase to the charity of the shopper’s choice
Amazon Smile
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*Updated February 2016
Need to Know
Most established social channel; broad reach in US &
global. Very advanced targeting; paid ads
necessary.
Started by a high school dropout; now owned by
Yahoo. Blogging platformfor the creative set.
How People Use It
How Brands Use It
Who’s On It
What It Can Help Achieve
MajorKPIs
ContentTypes
Everyone, with a majority of Millennial users living in U.S.,
India & Brazil.However, teens are using it
less, and differently (more for networking)
Teens and Millennials.56% users are 18-34.
Popular amongst the fashion, art, entertainment, food &
creative set.
Go-to social network for many demos. Browsing the feed;
keeping up with friends; sharing news/photos; sharing &
discovering content;planning events. Also used for
customer service.
Curating & creating content that provides a window into
their personalities, interests, etc. Riffing on pop culture,
trends, humor, etc. Following others who inspire them.
Publish high quality visual content, often an extension of brand campaigns. Elicit action (social engagement, clicks to
website, video views, etc.) from fans & non-fans. Can do very robust demo & interest targeting. Increasingly as a
sounding board forcustomer service.
Maintain branded Tumblrpage & curate experience through reblogs & original
content. Engage withTumblr influencers.
Some convergence withYahoo advertising.
AwarenessBrand Equity
Purchase IntentTrial (Mainly Entertainment)
Traffic (for Publishers)Reach New Audiences
AwarenessBrand Equity
Brand EngagementTraffic
Video, strong visuals (print quality) with less than 20% text
on image; link andcarousel ads
Text, photo, quote, link, chat, audio, video. Photos and GIFs
tend to perform best.
Impressions, Video Views, CTR, CPE, CPM, Likes, Comments,
Shares, Frequency, % of audience reached
Engagements (likes,Reblogs), Impressions,
Follows, Clicks, Views, ER
MAU 1.55 BillionN/A - Tumblr tracks audience
based on blog network & dashboard
Paid Media Yes - Robust
Yes – Fairly robust with research capabilities & brand
lift studies
Facebook made community growth a priority on IG. Very high
engagement rates relative to other channels.
Millennial parents,millennials, teens.
Audience is getting more mainstream.
Showcase their daily lives in a unique and artistic way.
Discover other brands/users that resonate with personal interests. Become content
creators by consistently inventing ways to utilize the
platform with hacks.
Share high-qualitycreative showcasing the brand or product in unique/innovative
ways to increase affinity.Engage with audiences by
utilizing and viewing hashtags. Leverage influencers to create UGC content increasing reach
and awareness of the brand/product.
AwarenessBrand Equity
Brand EngagementPurchase Intent
Reach New Audiences
Strong visuals - artistically created, specific look & feel
with “filters”15-second looped videos,
link and carousel ads
Likes, Reach, Impressions, Eng. Rate, Hashtag use, Clicks, CPC
400 Million
Yes – Leverages Facebook Ads API
Very well established w/ strong ad products &
potential for wide reach, though audience is
more niche.
A fairly wide audience, with pops in:
Tech, Marketing, African American, Entertainment,
Politics
Many are spectatorsrather than active participants, discovering content, articles &
news. Others use it for 1:1 engagement with friends, peers,
celebrities & brands. Lots of customer service inquiries.
Real-time participationin cultural events. Publish high
quality visual & text based content. Ask questions & have
1:1 conversation withconsumers & influencers.
Host Twitter chats & parties. Respond to customer
service inquiries.
AwarenessFan
Brand EquityBrand Engagement
Purchase IntentTrial (Mainly Entertainment)
Traffic (for Publishers)Reach New Audiences
140 character limitText-based, image content, videos, live-stream content
& GIFs
Retweets, @replies, Likes, Followers, Impressions, CTR,
CPFHashtag use
325 Million
Yes - Robust
200 Million
Mobile app, catering to the <25 demo. Expiring images & videos, 24-hour “stories” and
a Discover tab.
13-34 year olds, over 100MM daily active
Snapchatters and growing
1:1 photo/video messages that expire after 24 hours.
Daily storytelling to friends via 24-hour “story” feature.
Access publicationsourced stories
Showcase exclusive, behind-the-scenes content,
which should be entertaining and
spontaneous. Work with influencers to engage fans.
Buy 3V Ads, integrated into content on Live and
Discover.
Views, Screenshots,Replays, Filter Usage, Filter
Impressions
Yes – Discover, Stories, Geofilters, Lenses
Photos, videos, drawings, emojis, text
AwarenessBrand Equity
Brand EngagementYoung Audiences
Owned by Twitter. Launched the short-form video craze.
Very influencer driven.Nearly all mobile.
Early adopters,Millennials and teens.
Hardcore content creators.
Consuming & sometimes creating fun, interesting
6-second videos. Following influential
content creators.
Creating 6-second videos -one-offs or, increasingly, whole storylines in 6-sec
episodes. Leverageinfluencers to create
brand content.
Brand EquityBrand Engagement
6-second videos
Re-vines, Comments, Loops (# of times
video is played)
Est. 200 MillionVines watched
No
Where people go to “createtheir own future” and “discover, save, do.” Updates to search are
indicative of a focus on the “Discover” portion of the platform.
80% of usage happeningon mobile.
Mostly US and women 25-54, also reaches 40% of
Millennials online and has seen 120% YoY growth of
men. International community makes up 45%
of users.
73% of Pinners use Pinterest to plan for the future.
Discovering new things & products; getting inspired;
planning their lives and purchases.
Businesses currently create 2/3 of platform content. Publish
high quality content with rich, keyword focused descriptions &
vertical imagery. Integrate Pinterest button on website & optimize web content, Create rich & promoted pins to make
content more discoverable.
AwarenessBrand Equity
Brand EngagementTrafficSales
Purchase Intent
Strong vertical visuals with links back to brand site and strong
keywords for search descriptions, Buyable Pins, Video, GIF
Repins, Likes, Impressions, Unique Viewers, Clicks,
CPE, CPC, CPA, Installs, Closeups, Purchases
100 Million
Yes – Robust with Buyable Pins
Owned by Google. 2nd most popular search engine. 6 billion hours of video viewed per month.
Focused on user acquisition and content discovery; direct
integration with user‘s Twitter feeds.
Everyone. Especially Millennials (72%), GenX(58%), and teens 14-17
(81.9%)
80% of userbase is 16-34 year olds
Watching videos, uploading videos,
following video creators (now celebrities in their
own right).
To broadcast their lives in real time and comment on
other's lives. Frequently seen/used as a platform
for broadcasting breaking news stories oftrending events.
Distribute TV commercials and other video content, and
create unique web-based video content including Virtual Reality and 360
video. Leverage influencers to create video content. Paid media - pre-roll, banners,
in-video, TrueView etc.
To live stream activations, behind-the-scenes, and exclusive , one-of-a-kind content.
AwarenessBrand Equity
Purchase IntentTrial (Mainly Entertainment)
Reach New Audiences
Brand EngagementBrand Equity
Reach New Audiences
Short & long form video
Video Views,Video Completion Rate,
Likes, Comments
Likes, Views,Retention Rate
Live video streamsChat bubbles
1 Billion 10 Million+
Yes - Robust No
Social Platform Cheat Sheet
9
Go-to social network for manydemos. Browsing the feed; keeping
up with friends; sharing news/photos; sharing & discovering content; planning events. Also, used for
customer service.
content type
photo gif video
$Paid capabilities
Yes – with less than 20% text on image; video, link, reach & frequency and carousel ads; TRP buying, mobile audience network
(apps & mobile web), canvas.
what to achieveAwareness
Brand EquityPurchase Intent
Trial (Mainly Entertainment)Traffic (for Publishers)Reach New Audiences
Major KPIS
monthly active users
1.55B
Impressions, Video Views,CTR, CPE, CPM, Likes,
Comments, Shares, Frequency,% of audience reached
Who's On It
PERSONAL USE
Everyone, including a majority of Millennial users living in US, India & Brazil. Teens are using it less, and differently (more for networking).
Publish high-quality visual content, often an extension of brand
campaigns. Elicit action (social engagement, clicks to website, video
views, etc.) from fans & non-fans. Can do robust demo & interest targeting. Increasingly as a sounding board for
customer service.
BRAND USE
Most established social channel; broad reach in US & global. Advanced targeting; paid ads necessary.
Updated March 2016
Showcase their daily lives in aunique and artistic way. Discover other brands/users that resonatewith personal interests. Become content creators by consistently
inventing ways to utilize theplatform with hacks.
content type
photo gif 15-SEC video
$Paid capabilities
Yes – Leverages Facebook Ads API with some limitations: no headline or
link description for ads that drive offsite, and no video link or video
carousel ads.
what to achieve
AwarenessBrand Equity
Brand EngagementPurchase Intent
Reach New Audiences
Major KPIS
monthly active users
400MM
Likes, Reach, Impressions, Eng. Rate, Hashtag use,
Clicks, CPC
Who's On It
PERSONAL USE
Millennial parents, Millennials, teens. Audience is getting
more mainstream.
Share high-quality creativeshowcasing the brand or product in unique/innovative ways to increase affinity. Engage with audiences by
utilizing and viewing hashtags. Leverage influencers to create UGC
content increasing reach and awareness of the brand/product.
BRAND USE
Platform that prioritizes creative integrity based on an audience that is, primarily, a community of content creators. High engagement rates relative to other channels.
Updated March 2016
Many are spectators rather than active participants, discovering
content, articles & news. Others use it for 1:1 engagement with friends,
peers, celebrities & brands. Lots of customer service inquiries.
content typeTEXT - 140 CHARACTER LIMIT
$Paid capabilities
Yes – Engagement tweets, video &website cards, whitelisting, paid
trending topics, sponsored moments, sponsored emojis.
what to achieveAwareness
FansBrand Equity
Brand EngagementPurchase Intent
Trial (Mainly Entertainment)Traffic (for Publishers)Reach New Audiences
Major KPIS
monthly active users
325MM
Retweets, @replies, Likes, Followers, Impressions, CTR,
CPF Hashtag use
Who's On It
PERSONAL USE
A fairly wide audience, typically focused on:
Tech, Marketing, African American, Entertainment, Politics.
Real-time participation in cultural events. Publish high quality visual & text-based content. Ask questions &
have 1:1 conversation with consumers & influencers. Host
Twitter chats & parties. Respond to customer service inquiries.
BRAND USE
Well established with strong ad products & potential for wide reach, though audience is more niche.
photo gif videoUpdated March 2016
10
Vine
Consuming & sometimescreating fun, interesting 6-second
videos. Following influential content creators.
content type
6-SEC video
$
None
what to achieve
Brand EquityBrand Engagement
Major KPIS
monthly active users
Est. 200 MM Vines watched / MONTH
Re-vines, Comments,Loops (# of times video is played)
Who's On It
PERSONAL USE
Early adopters, Millennials& teens.
Hardcore content creators.
Creating 6-second videos –one-offs or, increasingly, whole
storylines in 6-second episodes. Leverage influencers to create
brand content.
BRAND USE
Owned by Twitter. Launched the short-form video craze. Influencer-driven. Nearly all mobile.
Paid capabilities
Updated March 2016
PERSONAL USE
PERISCOPE
Broadcast their lives in real-time and comment on other's lives.
Frequently seen/used as a platform for broadcasting breaking
news stories or trending events.
$
None
what to achieve
Brand EngagementBrand Equity
Reach New Audiences
Major KPIS
monthly active users
10MM+
Likes, Views, Retention Rate
Who's On It80% of user base is 16-34
year olds.
Live-stream activations, behind-the-scenes, and exclusive, one-
of-a-kind content.
BRAND USE
Focused on user acquisition and content discovery; Direct integration with user‘s Twitter feeds.
Paid capabilities
content type
Live StreamVIDEOS
Updated March 2016
YOUTUBE
Watching videos, uploading videos, following video creators (now celebrities in their own right).
content type
Short & long form video
$Paid capabilities
Yes – Pre-roll, banners, in-video, TrueView in-stream and in-display,
overlay ads, skippable/non-skippablevideo ads, sponsored cards.
what to achieve
AwarenessBrand Equity
Purchase IntentTrial (Mainly Entertainment)
Reach New Audiences
Major KPIS
monthly active users
1B
Video Views,Video Completion Rate, Likes,
Comments
Who's On It
PERSONAL USE
Everyone, particularly Millennials(72%), Gen X (58%), and teens 14-17
(81.9%).
Distribute TV commercials and other video content, and create
unique web-based content including Virtual Reality and 360°video. Leverage influencers to create
video content.
BRAND USE
Owned by Google. Second most popular search engine. 6 billion hours of video viewed per month.
Updated March 2016
VINE
11
73% of Pinners use Pinterest to plan for the future.
Discovering new things & products; getting inspired; planning their
lives and purchases.
content type
LINKS PHOTO GIF
$
Yes – Robust with buyable and promoted pins.
what to achieve
AwarenessBrand Equity
Brand EngagementTrafficSales
Purchase Intent
Major KPIS
monthly active users
100MM
Repins, Likes, Impressions, Unique Viewers, Clicks, CPA, CPE, CPC, Installs, Closeups, Purchases
Who's On It
PERSONAL USE
Mostly US and women 25-54, also reaches 40% of Millennials online and has seen 120% YoY growth of
men. International community makes up 45% of users.
Businesses currently create 2/3 of platform content. Publish high
quality content with rich, keyword focused descriptions & vertical
imagery. Integrate Pinterest button on website & optimize web content,
Create rich & promoted pins to make content more discoverable.
BRAND USE
Visual bookmarking tool where people “create their own future” & discover and save creative ideas. 80% of usage happening on mobile.
Paid capabilities
Updated March 2016
TUMBLR
Curating & creating content that provides a window into their
personalities, interests, etc. Riffing on pop culture, trends, humor, etc. Following others who inspire them.
content type $
Yes – Sponsored posts, sponsored videos and sponsored days (i.e.,
exclusive takeover w/ custom unit), sponsored blogs, Radar (GIFs)
what to achieveAwareness
Brand EquityBrand Engagement
Traffic
Major KPIS
monthly active users
N/A - Tumblr tracks audience based on blog network &
dashboard
Engagements (likes, Reblogs), Impressions, Follows, Clicks,
Views, ENG. RATE
Who's On It
PERSONAL USE
Teens and Millennials. 56% users are 18-34.
Popular amongst the fashion, art, entertainment, food & creative set.
Maintain branded Tumblr page & curate experience through reblogs & original content. Engage with Tumblrinfluencers. Some convergence with
Yahoo advertising.
BRAND USE
Started by a high school dropout; now owned by Yahoo. Blogging platform for the creative set.
Paid capabilities PHOTOS & GIFs perform best
photo CHAT video
TEXT QUOTE LINK
Updated March 2016
12
SNAPCHAT
1:1 photo/video messages that expire after 24 hours. Daily storytelling to friends via 24-hour “story” feature. Access publication sourced stories.
$
Yes – Geofilters, Stories, Sponsored Lenses, 3V ads (vertical video views),
Discover (in-flow and title).
what to achieve
AwarenessBrand Equity
Brand EngagementYoung Audiences
Major KPIS
monthly active users
200MM
Views, Screenshots, Replays, Filter Usage, Filter Impressions
Who's On It
PERSONAL USE
13-34 year olds, over 200MM daily active Snapchatters and growing.
Showcase exclusive, behind-the-scenes content, which should be
entertaining and spontaneous. Work with influencers to engage fans.
Buy 3V ads, integrated into content on Live and Discover.
BRAND USE
Mobile app, catering to the <25 demo. Expiring images & videos, 24-hour “stories” and a Discover tab.
Paid capabilities content type
DRAWINGS EMOJIS
PHOTO VIDEO TEXT
Updated March 2016
Users are able to create professional profiles and connect with other
authority figures in their verticals and keep up with industry news.
$
Yes – Sponsored Updates, Display, Sponsored InMail, Lead Accelerator,
Text Ads
what to achieve
AwarenessBrand Equity
LeadsPurchase Intent
Traffic
Major KPIS
monthly active users
400MM
Impressions, CPM, CTR, CPC, Likes, Comments, Shares
Who's On It
PERSONAL USE
400MM members; 2B updates per week
There are huge amounts of highly accurate data linked to professional identity and it’s verified through real-
life relationships.
Opportunity to align brands with members’ professional success in a
trusted environment.
BRAND USE
The most effective platform for marketers to engage with professionals.
Paid capabilities content type
LINKS PHOTOS TEXT
Updated March 2016
13
Pack 1Introducing the Org
Pack 2How It Works
Pack 3Additional Info
BeneficiariesThe incredible stories about the
people you are trying to help builds empathy that turns into action
LocationTransport people to the place of action. Where does everything take place? Do you have a storefront, event space, HQ,
or basecamp?
The NeighborhoodHow is your organization connected to
the community? Hometown pride resonates, so be proud of your roots
ReachHow far and wide does your organization
reach? Where does it impact, are there local chapters?
ParticipationWhat can people do to help? What are the opportunities people have to make
a difference?
FactsIs there any data or specific points of the
reason for your cause? The number of people suffering, missing an opportunity,
organisms becoming extinct, etc.
ImpactShare the milestone impact you’ve had on the people, places or things you are
benefiting. Use data and numbers to give your organization crebility
NewsHas your organization been in the news or gotten any press lately?
Volunteer SpotlightThey are the face of your organization and they have their own backstory for why they
are a part of your organization. A little backstory can go a long way
EventsIs there an event or occasion happening
where they can attend or participate? Build anticipation and let them know
the who, what and when
CelebritiesIs there any talent that is a part of your
organization? How are they involved and why? Iconic faces draw attention, and their story creates emotional interest
Business PracticesWhere does the money go?
How is it used? Do 100% of funds benefit the organization directly?
STORY PACKS—for good
Topic
People Brand Affinity
PlaceBrand affinity
ThingsDonations/action
NewsDonations/action
Story Packs—for good
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www.facebook.com/business/a/creativeworkshop
1. ObjectivesWhat do you want to achieve?
How are you going to use advertising to get this result?
2. AudienceWho matters to your business?
What barriers and motivators are there to them taking your desired action?
Facebook has designed an easy to follow 6 step process to help your business create best in class creative campaigns.
3. BrandWhat makes your business unique?
Why do people keep buying from you and not your competitors?
4. StoriesWhat stories could we tell that will link our products to our audience’s lives?
What big themes could we make posts about?
5. AssetsHow can we get unique content to tell our stories?
What assets do we already have?
6. ExecutionHow can we make our ads mobile feed friendly?
What are the best practices to optimize our posts to the platform?
Strategy Ideas Production
Building SuccessfulCampaigns
15
Choosing an Image:Be authentic.
Use photos of your own business.
Select an image that supports the text.
Aim for high quality & crisp images.
No clip art. No clip art. No clip art.
Text supports brand’s belief that coffee is an art.Speaks in terms of what’s in it for the customer. Is supported by an authentic, high quality image. https://www.facebook.com/business/a/creative-tools
How to Post?Now that you know what you want to post, here are some basic tips for choosing the text and images that will go in your post.
Writing Text:Be authentic. Write in the voice of your business. Are you quirky? Serious? Adventurous?
Keep it short. Stick to what is most important.
If you have a specific action you want, ask for it. (i.e. Visit our store)
Speak in terms of your customer’s needs. Instead of “Our cookies a re gr eat,” try “Satisfy your cookie craving.”
Spellcheck. Spellcheck. Spellcheck.
Like Comments Share
1,447 Likes 67 Comments
Every time you order a cappuccino, our baristascreate a custom piece of art just for you.
Cafe DadaSponsored
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10:41 AMAT&T
16
SEO Tips & Best PracticesSearch engine optimization is a process that seeks to drive increased traffic from search engines . This is accomplished by ensuring websites adhere to certain technical and architectural best practices, while delivering relevant and valuable content to search engine users .
It is essential to use keywords in title tags, page headings and body content
Incorporating keywords helps establish your relevance to search engines
Body copy should include your target keywords, but write for users first!
Don’t stuff too many keywords into one page – if a topic is important enough, it should have its own dedicated page
When hyperlinking between pages on your site, use keywords in anchor text
On-Page Optimization
On-Site Optimization Off-Site Optimization Helpful SEO ToolsText-based navigation is critical for search engines to crawl your site
Use HTML & XML sitemaps to ensure your content is easily discoverable
If a URL needs to change, use a 301 redirect
Search engines do not understand javascript, rich media, images and video content well, but methods exist to optimize each for search
Avoid duplicate content on your site
Ensure your site is mobile-friendly
Search engines view hyperlinks pointing to your URLs from other trusted and relevant sites as strong votes of authority
Other off-site signals like social shares and consistent mentions of your business name, address and phone number are also key
Google only values links that are obtained “naturally” – schemes such as paying other sites to link to yours can get you penalized in search results
Creating useful, shareable content and engaging online influencers is the best way to build quality links
Google Search Console – free webmaster SEO toolset: https://www .google .com/webmasters/tools/
Google Keyword Planner – free keyword ideas, volume #s: https://adwords .google .com/KeywordPlanner
Google My Business – manage your local Google listings: https://www .google .com/business/
Screaming Frog – desktop site spider software: https://www .screamingfrog .co .uk/seo-spider/
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Term Definition
Actions The number of actions taken on your ad, Page, app or event after someone viewed your ad, even if they didn’t click on it. Actions include Page likes, app installs, conversions, event responses and more. For example, 2 Page likes and 2 comments would be counted as 4 actions.
Activity The total number of times your conversion- tracking pixel fired each day in the last 7 days. If the pixel is linked to your Facebook ads, you can view conversions from those ads in the Reports section of Ads Manager.
Ad Auction For each ad impression, our ad auction system selects the best ads to run based on the ads’ maximum bids and ad performance. All ads on Facebook compete against each other in this process, and the ads that our system determines are most likely to be successful will win the auction. If you’d like to make your ad more competitive in the auction, you may want to raise your bid. We’ll only charge you the bid necessary to win the auction. The bid that wins may be lower than the maximum bid you’ve set for your ads, so we recommend you enter your true maximum bid. This will increase the likelihood that you don’t miss out on clicks or impressions that you otherwise could’ve received. We also recommend you refine your targeting to make sure you’re reaching a relevant audience that’s more likely to engage with your ads.
Attribution Window Refers to the maximum length of time between click and conversion that you use to calculate return on ad spend.
Bid You can use automatic or manual bidding depending on how you want to pay for your ad. - Using automatic bidding will set your bid so that it’s optimized to help you reach your objective. (ex: “Get the most website conversions at the best price” or “Get the most installs at the best price”). You’ll see this under Pricing when you create an ad. - Using manual bidding (ex: “Set the amount a conversion/app install etc. is worth to you”) will let you pick a target maximum bid. If you use manual bidding, note that for some optimization goals (ex: Page likes, post engagement, website conversions, daily unique reach), we deliver ad impressions to people with the goal of generating your desired outcome at or below the bid you specify. Occasionally, as our system tries to predict who in your target audience will be most likely to take your desired action, your average cost per outcome may exceed your bid. In general, your average costs should be equal to or lower than your bid. If you’re optimizing for clicks (CPC) or impressions (CPM), you’ll be charged no more than the bid you specify.
Bounce Rate The percentage of visitors to a particular website who navigate away from the site after viewing only one page
Conversion Tracking Pixel Conversions are customer-completed actions, like purchases or adding to a cart on a website. A conversion pixel is a piece of JavaScript code that places a blank 1x1 pixel image on your website. When someone visits a page of your website where you have installed a conversion pixel, the pixel will ping Facebook and record their visit and information such as whether they saw any of your ads. Conversion pixels are used to to track if a person has landed or converted on a specific web page (ex: adding a product to a cart or clicking a button to buy a product).
ConvR (CVR) Conversion Rate, calculated as conversions/clicks
Glossary
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CPA Cost per action: A metric that measures how much your business pays in order to attain a conversion; calculated as spend/actions
CPC Cost per click, calculated as spend/clicks CPC (All) = Cost per click for all clicks on your ad. The amount you’re charged each time someone interacts with your ad. Your total charges are based on the amount you spent on the ad divided by all clicks the ad received. CPC (Link) Cost per click to link. The amount you are charged each time someone clicks on the link in your ad that directs people off Facebook. Your total charges are based on the amount you spent on the ad divided by the clicks to link the ad received. CPConv= Cost Per Conversion, calculated as spend/conversions
CPE Cost per engagement, calculated as spend/conversions
CPL Cost per like OR Cost per lead, calculated as spend/likes or spend/leads
CPM The average cost you’ve paid to have 1,000 impressions on your ad, calculated as Spend/(Impressions/1000) or (Spend*1000)/Impressions
CTR Click-through rate, calculated as clicks/impressions - CTR (All): The total number of clicks you received (ex: offsite clicks, likes, event responses) divided by the number of impressions. - Unique CTR: Unique click-through rate for all clicks. The number of people who clicked anywhere in your ad, divided by the number of people you reached. Ex: if you received 20 unique clicks and your ad was shown to 1,000 unique people, your unique click-through rate would be 2%.
Custom Audience A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook.
Engagements Engagement quantifies how much user interaction there is with your campaign. - Promoted Accounts: Instead of engagement, we measure follow rate, or the number of follows on a Promoted Account compared to number of impressions. Clicks will still factor into the resonance score but you’re only charged when a user actually follows you. See Follow Rate or CPF. - Promoted Tweets: The number of clicks, Retweets, likes, follows and replies on a Promoted Tweet. - Promoted Trends: The number of clicks, Retweets, likes, follows and replies on the Promoted Tweets connected to the Promoted Trend.
Engagement Rate Engagement Rate, calculated as engagements/impressions
Frequency Frequency is the average number of times your ad was shown to each person. You may see this number both at the ad and ad set level of a campaign.
Impressions The number of times your ad is served, or shown in a search results page. We only count impressions on promoted content, so any impressions generated organically are not counted. - On Mobile this is counted as the first time the ad was viewed - On Desktop and Right-Hand Side, it is counted as how many times it was loaded on the screen - Promoted Accounts: The number of users who see a Promoted Account. - Promoted Tweets: The number of users who see a Promoted Tweet either in their Home timeline or search results. - Promoted Trends: The number of users who view the Promoted Trend.
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Lookalike Audiences This is a type of audience that’s created by Facebook to help advertisers reach people who are similar to an audience that they care about.
Multi-channel Attribution Weighted model that gives the most credit to clicks closest to conversion or to the first and last touch points and less to the touch points in the middle of the funnel.
Page Engagement The number of actions related to the Page and your Page’s posts as a result of your ad.
Page Mentions The number of mentions of your Page as a result of your ad.
Post Engagements The number of actions (ex: likes, comments, shares, photo views, link clicks, video views) related to your Page’s posts as a result of your ad.
Relevance Twitter recommends your Promoted Tweets and Promoted Account to the most relevant users by combining the following two sets of information: 1. Implicit information about your account and followers - Twitter looks at your followers and then looks for similar accounts that you share a number of followers with, including competitors and accounts more generally associated with topics relevant to your brand 2. Explicit information about your target’s interests - Twitter finds experts on the interest groups you select within your campaign setup tool Relevance Score: A scale of 1 (lowest) to 10 (highest) based on the positive and negative feedback your ad receives. Your ad needs to be seen by at least 500 people to receive a relevance score.
Resonance Measures user interaction with Tweets to help determine which ones are shown and which ones are not. Conceptually, it’s a metric that reflects the combination of all parts of a company’s interaction with its customers on Twitter.
Source Audience A source audience is the audience a Lookalike Audience is based on.
Targeted Audience Targeted audience is the number of people your targeting can reach. You’ll see an estimate of this, like the estimate you see while creating an ad. Use the Audience graph to see the difference between how many people you’re actually reaching and how many people you could be reaching. Increase your bids and budget to reach more of your targeted audience.
Unpublished Page Post or “Dark Post”
An unpublished Page post is a Page post created in Power Editor that will appear in News Feed but not on your Page. It allows you to create an ad for that post without it appearing on your Page’s Timeline.
User Fatigue Limits the number of times a user will see the same component of a promoted campaign. We consider user fatigue in order to prevent a disruptive experience.
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