pro bono week presentation
Post on 13-Apr-2017
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Hello
Niki Inouye niki@maxwellpr.com
@nikimae
Jessica Lynessjessicalyness@maxwellpr.com
@jesslyness
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Why Social Media?• Social is where your fans are spending their time
• It’s affordable
• A little goes a long way
• Conversations/engagement
• Driving traffic
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What We’ll Learn• Creating compelling content
• Making sure it’s seen
• Targeting the right people
• Encouraging them to take action
• Growing your following
• Measuring and applying keys learnings
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Roping in Results for NW Outward Bound SchoolNorthwest Outward Bound School Advertising Results:− Clicks to registration page: 8,389− Fan engagement: 13,110
• Comments, likes, shares
− New Fans: 100− Total Reach: 246,801
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Social Posts Best PracticesShort copy Image/video Ask them to do something
Facebook• Photo size: 1200 x 630 pixels
• 25-55 characters/12-14 words
• Avoid hashtags
• Frequency: 1/day
• Uses: Listening, customer service
• Best for: Community building
Twitter• Photo size: 1024 x 512 pixels
(keep important info between 506 x 253 pixels)
• 140 characters
• Use 1-3 popular hashtags− Tool: keyhole.co
• Frequency: 3/day
• Uses: 2-way communication, customer service, influencers/media
• Best for: Events/real time
Instagram• Photo size: square
• 105-115 characters or 3 lines
• Use 8-11 relevant hashtags
• Frequency: 1 – 2/day
• Uses: Inspiration, storytelling, connecting with influencers
• Best for: Imagery
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The Power of Storytelling• Connect on an emotional level
• Make it human
• Tell it visually
• Share the impact
• Celebrate milestones
• Connect to a bigger issue
• Be of service
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Creating Compelling Visual Content
Designed Content Sourced Content
Content Created on the Fly Content Out in the Wild
Make it Find it
Owned Shared
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Creating Content on the Fly (w/ what u got)
• Photographs with your own phone− Tools can help: CANVA, Be Happy Me
• Source images from:− Catalogs− Annual Reports− Past Events− Newsletters
• Themes:− Play into trends and holidays− Recognize national holidays and seasonality
• GIFs
Nov. 29: #GivingTuesdayDec. 5: #VolunteerDay
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Sourcing Content from your Community• Look what others are posting – remember to look
outside of tagged posts− Use images with their permission (Photo via @XXX, Thanks
for the shot @XXX)
• Retweet, Regram, Repost
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Finding Content in the Wild• Third-Party Sources− News− Media Coverage− Topical/Thematic
Monterey Aquarium PR @MontereyAq_PR
Another reason to visit! Sperm whale hanging out in Monterey Bay: http://mbayaq.co/2eCRrHU @mercnews
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Sparking Engagement Among your Community• Get personal− Reply and engage with audiences mentioning
your organization
• Look outside of users who are tagging your organization− Like and reply to post comments, hashtags− Start impromptu/in-the-moment conversations− Nurture relationships with influencers,
supporters and super fans
• Treat every channel differently
• Post when your audience is online
• Tailor content to audience
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Reaching your Paid and Unpaid Goals
• P Paid
Boost Post
Run website ads
Like ads
Unpaid
Video
Ask followers to comment, share
Encourage/CTA
Ask/Reciprocity effect
Result
Reach more people
Engagement
Click-thrus to website
New fans
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Growing your Following without Money
• FANS - Ask users that like your posts to also like your page (Facebook)
•REACH – Target preferred audiences to increase the reach of posts via keywords (Facebook)
•ENGAGEMENT - Seek out related content, Like their stuff (Twitter and Instagram)
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Inviting Engaged Users to Like your Organization
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Understanding Preferred Audience
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Targeting the Right People • Small-spend promoted posts can significantly improve
post reach− Spending $20 - $50 has an estimated reach of 660 – 4,000
• Beyond geo-targeting promoted posts – test interest targeting aligned with post copy
• Best practices when boosting promotional content: − Target promotional material by interest and keywords− Include an eye-catching image in the post and a strong CTA
• Consider promoting top organic performing posts; when a post receives high organic reach and engagement (+3%), it will be even more successful if promoted
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Capitalizing on Facebook Events• Timing: 3 days prior to event, further if tickets are
available; remember to post day-of as needed
• Fill out all event details (dates, times, location, description, etc.)
• Include a photo and insure your photo fits within the Facebook provided image box
• Post event to the page with enticing copy and encourage customers to RSVP
• Promote it Facebook Photos:
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Raising Funds via Social
Get verified as a non-profit on FB to add a “Donate” Button
Start a ThunderClap
FB Chat: Business Help
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Reporting Social Performance• Reach: compare to your fan base− 22% of fan base, fewer if you have more than 10K fans
• Engagement: compare to reach− 4.8% if fan base is less than 50K− 1 – 5% on Instagram − 1-2% on Twitter
• Advertising: compare to industry standard− Less than $1/click on Facebook− $1 - $2/click on Instagram− $2 – 3/click on Twitter
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Starting Today…• Prioritize quality content to build reach and
drive engagement
• Seek out and engage with fans
• Invite fans that like your posts to also like your page
• Target preferred audiences to increase the reach of posts via keywords
• Seek out related content, like their stuff
• Tell stories
• Think small spends for big results
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Staying Up-to-Date•Maxwell − Twitter @MaxwellPR− Instagram @MaxwellPR− Register for our enews
•Mashable
•Social Media Today
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