day using social media find success on giving.… · as of september 2016, there were 33,000...
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Find Success on Giving Day Using Social Media
Workshop for Fairfield County’s Giving Day participating non-profits
Welcome!
• Carol Heller, Market Manager, Bank of America (webinar host)• (203) 752-4841 [email protected]
• Robyn Peters, Community Relations Manager, Bank of America (webinar host)
• (203) 752-4840 [email protected]• Andrew Soucy, Weber Shandwick (contact through Carol Heller)
Today’s Presenters
For follow-up questions related to the webinar, contact [email protected]. For questions about Giving Day, please direct to [email protected].
Meet Andrew
✓ Social Media Landscape✓ Review: 5 “As” of Social Media✓ 2018 Trends and Updates✓ Questions
What We’ll Cover Today
The social media landscape is still growing
✓ One-third of the global population and 71.0% of internet users, will access social networks at least once a month, up 8.2% from 2016
✓ As of September 2016, there were 33,000 chatbots on Facebook messenger
✓ The Facebook average user spends 18 hours and 24 minutes on the platform each month
✓ Mobile video traffic will account for 75% of total mobile data traffic by 2020
✓ 81% of millennials check Twitter daily✓ In 2016, 45% of charitable organizations stated that
social media played a very important role in their fundraising strategy
Nonprofits are seeing larger audiences and increased volume as they become more sophisticated
Why is Social Media Critical to Success on Giving Day?
✓ Communicate updates quickly and create a sense of urgency✓ Spread your campaign to people inside and outside your
traditional networks✓ Increase awareness about your work and engage new
supporters at little or no cost✓ Spread the word about your Giving Day activities and connect
your organization to the greater Giving Day movement✓ Engage donors with timely information and updates on your
programs or events
On Fairfield County’s Giving Day, Social Media Will Help You…
Review: The 5 “A”s of Social
The five A’s of socialAuthenticityAudienceAnalyticsAmplificationAlways-on
✓ Develop a consistent tone & voice✓ Relate to your audience✓ Bring value to the conversation✓ Ask questions and follow up✓ Be human
‘A’ for Authenticity
Consistent Look & FeelStrong, consistent branding reinforces your identity and
drives positive sentiment & organization recognition
✓ Look at your platform’s analytics to understand who your audience is
✓ Use imagery and other media to boost engagement✓ Keep your posts short; write concisely and get to the
point✓ Convey one main message per post✓ Ask questions✓ Leverage multiple channels to reach multiple audiences✓ Post once, post often✓ Plan your content in advance with editorial calendars
‘A’ for Audience
Who do you want your audience to be?
Who is your audience? vs.
Creating content for your audience
• Tweets with photos generate as much as 150% more retweets than those without
• 87% of a Facebook page’s engagement happens on photo posts
Make it a photo finish
• Question posts receive 2x more comments than standard text-based posts
Questions, anyone?
Algorithms are tricky, so say what you want then say it againUse different angles of a story to repurpose a message
Plan your content
✓ Don’t track everything; instead track what’s important
✓ Leverage your channels’ analytics platforms
✓ Use 3rd party analytics platforms✓ Decide what you’re measuring
before you start and not at the end✓ Put measures in place to track
your success (link tracking, Google Analytics)
✓ Measure often and optimize based on results
‘A’ for Analytics
AwarenessPage LikesImpressions
Follows
EngagementPost LikesComments
Likes
AdvocacyShares
RetweetsMentions
Think in real-world metrics
Tools you can use
Content Monitoring
Hootsuite
TweetDeck
Sprout Social
Platform Metrics
Link Tracking
Bitly
Goo.gl
✓ Use your entire ecosystem for reach✓ Partner with others to create content✓ Seek media and donor support✓ Provide others with branded content to
publish✓ Ask people to share✓ Explore opportunities for paid promotion
‘A’ for Amplification
There are inexpensive ways to reach a target audience
Some social platforms give special considerations to nonprofits
Google Ad Grants empowers nonprofit organizations, through $10,000 per month in in-kind AdWords™ advertising, to promote their missions and initiatives on Google search result pages.
Facebook allows nonprofits to add a “Donate Now” button to their page. When clicked, visitors can donate any amount to the organization by using a credit card.
Tag partners when possibleTag and follow partners/donors when possible
Closely managing partner/donor relationships can lead to higher engagement
✓ Be responsive, answer questions✓ Insert yourself in relevant, existing
conversations✓ Use alerts to prompt you✓ Set expectations for your
community✓ Put protocol in place for
engagement
‘A’ for Always-On
Look for opportunities for real-time engagement
When a user tweeted positively about a Bank of America app update, the social team saw an opportunity to go above and beyond in their response.
Get creative in your replies
Go live when time is of the essence
Facebook Live is available to all users and pages and allows “behind the scenes” or additional access to events without a video budget. Live videos get preferential treatment in the news feed and also allow users to engage and comment in real time.
Act quickly, be nimble
The five A’s of socialAuthenticityAudienceAnalyticsAmplificationAlways-on
New in 2018
Platform Updates
● Eliminated nonprofit fees○ 100% of donations made through
fundraisers on Facebook to nonprofits will now go directly to those organizations
● Facebook API○ Organizations now have the ability
to sync their off-Facebook fundraising to their Facebook fundraisers
● Facebook Live Enhancements○ Many nonprofits use Facebook
Live for field reporting, to host Q&A’s, mini-telethons and more. You can also add a donate button to your page’s live videos!
● Facebook Workplace○ Free for nonprofits, Workplace by
Facebook uses similar features like News Feed, Groups and Messenger to foster greater collaboration and productivity within teams
● Facebook Messenger and Bots○ Use of Chatbots within Facebook
Messenger can help automate simple tasks like answering questions quickly and helping to solicit donations directly with supporters.
Paid Media Opportunities
Ads on Facebook give you greater access to the people you need to achieve your mission. You can run ads on Facebook on any budget, starting as low as $5.
If you’re using Facebook ads, you can also utilize custom audiences to contact people on your email or donor lists on Facebook. These paid posts can add an extra touch into your email or phone communications by targeting people who are primed to take the most action.
Platform Updates
● Instagram for Business○ Ensure your nonprofit’s Instagram page
is a Business profile in order to unlock many features that can streamline your social media experience, including integration with your nonprofits Facebook page, a ‘Contact’ button, paid media opportunities and important profile insights (right)
● Instagram Stories○ Instagram Stories allows you to share
moments throughout the day together in a slideshow format: your story
● Instagram Videos and Albums○ Instagram now allows accounts to post
videos as well as multiple photos at once in an album format - enabling users to tell a dynamic multi-photo or video story in a single post
● Instagram Live○ Similar to Facebook Live, Instagram live
lets you stream a live video from your nonprofits Instagram page. Recent live video updates include the ability to add up to one guest to your live stream
Paid Media Opportunities
Since Instagram is owned by Facebook, you can set up and run Instagram ads in the same place as your Facebook ads to the same custom audiences created through your Facebook page.
Ads on Instagram look more like regular photos in a user’s feed than on any other platform, allowing for a more effortless and seamless advertising experience.
Platform Updates
● 280 Characters○ Twitter has officially rolled out their new
character limit, doubling the former 140 characters possible per tweet. This has changed the way some brands post.
● Twitter Moments○ Twitter launched moments in 2015 to curate
posts about particular topics, however they’ve recently opened up Moment posting to everyone. That means that every user can create their own moment as well as add to the moments of existing conversations.
● Tweetstorm Threads○ Another new feature Twitter allows users to
post unified threads of tweets in order to communicate longer ideas. Instead of posting each tweet separately there’s an option to write them all prior to posting
Paid Media Opportunities
Twitter for Business offers a wide range of paid media opportunities for brands to advertise. Options are customizable based on your organizations unique goals ranging from more broad options like raising awareness, gaining followers and increasing engagements to more specific goals like driving traffic to a particular link or increasing app downloads.
Content can appear on Twitter in various ways including sponsored in-feed posts, sponsored twitter moments as well as a recent addition, paid hashtags.
In order to optimize your Twitter campaign, they offer various types of targeting to ensure the correct audience segment is being reached to achieve your goal. Options include gender, interest, behavior and geography targeting.
Platform Updates
● Video Capability○ LinkedIn has recently updated the platform
to share videos. This is an opportunity for users to share their perspective in a more conversational way.
● Keywords○ Using keywords in posts and on your profile
will help with SEO and recognition in searches
● Targeting○ Similar to Ad targeting, LinkedIn has a
unique search engine that allows users, both companies, recruiters and individuals to tailor their search by various factors including geographic location, company affiliation and skills
● LinkedIn Analytics○ Similar to LinkedIn for Business, there are
individual analytics for posts and profiles in order to see when and why your profile is receiving views, and how to optimize to receive more views.
Paid Media Opportunities
LinkedIn offers paid media opportunities in various formats throughout the website. They have more traditional image and text ads that link to the desired website but additional more unconventional options in sponsored posts and sponsored InMail.
Sponsored posts appear in a users feed as if it was a company they’re following while sponsored InMail is sent directly to users and appears as a message in their Inbox.
Similar to other platforms, LinkedIn offers targeting for companies to reach their desired audience segment. In addition, with their new update to include video, LinkedIn is also offering video ads for users and companies to appear in targeted feeds.
Snapchat
Platform Updates
● Algorithm Redesign○ The app now separates the “social” from the
“media.” Messages and stories from friends will show up in one feed and the discover section with premium publishers and social media stars in another.
● Additional features○ Snapchat users can now add multiple
10-second clips in a row, backdrops, and voice filters. Furthermore, you now have the capability to point the user toward your website or another external link by swiping up on the image or video.
● Snap Map○ The new Snap Map feature allows users to
share their current locatio. Snap Map also features a heat map that shows areas where large numbers of snaps are being uploaded and a “feature story” of snaps from popular locations and events. (right)
● Context Cards○ Users can now add context cards on their
stories with information like restaurant reviews, reservations, and contact information. These cards can be seen on stories tagged with the company’s venue-specific Geofilters, or with any Snap that’s been submitted to the public ‘Our Story’ feed and that appears in Snap Map or search.
Paid Media Opportunities
● Ad Business Process○ Snapchat now has a faster production time for
sponsored lenses, as well as the ability for advertisers to use creative from previous lenses for a faster turn-around.
● Ad Manager○ Snapchat has launched a self-serve ad
manager for buying video Snap Ads. This allows small businesses and nonprofits the ability to purchase Snap Ads without the fee charged by the Snapchat sales team.
● Snap Publisher○ This video editing suite allows advertisers to
create ads from their browser in order to simplify the process and reduce the editing cost of creating ads in the vertical format.
● Ads with Lenses and Geofilters○ Sponsored World Lenses allow advertisers to
create content like floating 2D or 3D objects, interactive content, and other items that can be layered over the snap.
○ Audience Lenses let advertisers buy a guaranteed number of regionally-targeted Lens impressions for a specific audience that can be targeted by demographics and “Lifestyle Categories.”
○ Smart Geofilters will automatically add location information or other real-time information, such as a high school name or zip code, to a nationwide or chain Geofilter.
Applying what you’ve learned:Fairfield County’s Giving Day
✓ Tag or mention @BankofAmerica in posts to increase potential reach
✓ Follow partners and use #FairfieldCountyGives✓ Share content posted by Fairfield County’s Community
Foundation✓ Post and then post again. Using many platforms and many
posts (both original and RT/shares) ensures the widest reach possible
✓ Plan your content ahead of time. Well thought out content with engaging imagery are most likely to be amplified by partners or supporters
✓ Always give context. By tapping into a larger nonprofit conversation, make sure every post tells the reader your organization’s purpose
Fairfield County’s Giving Day
Any questions?
Thank you!
For questions about Giving Day, contact Fairfield County’s Community Foundation at [email protected].
Other resources: FCgives.org/toolkit