Webinar Series 2018

Social Media for Impact: Communicating Your CommitmentJay Sullivan, Conservation Mentor

Tuesday, November 27, 12-1 pm EST

Who am I?

Founded in January 2014 at Duke University by a group of passionate students interested in social justice and inclusive communities

Intentionally designed to raise awareness about language marginalizing and offensive to particular identities

First installment focused on words and phrases related to gender expression and sexual orientation

Facebook: You Don’t Say? Campaign

Expansion & ReceptionOver 12 unique campaign

expansions, involving 470+ individuals across 6

continents

Current Facebook likes: 19,720

Average Post Reach: ~ 5,000 people

Coverage in most major online publications

Question for the Message Board

What do you want to learn about today for your commitment or

personal project?

Why we communicate

1. Audience building – People who enjoy your content

2. Inform community about your work – Hey, look at us!

3. Fundraise – Help us do more

4. Spark a dialogue – Think about this problem

Poll: What goals do you have?

1. Audience building

2. Inform community about your work

3. Fundraise

4. Spark a dialogue

5. Other/Combination of Multiple

Define GoalsThink backwards from your end state.

Audience building

Start small: Who do I want to see my content and engage with it? Go where people are: Facebook, IG, Twitter, WhatsApp, etc.

Use the platform that corresponds to the audience and style you want to use

Think bigger: How and why will they engage? Interesting topic / Provocative

Community building

Information/News

Events/Updates

Example:• I need more volunteers for my program.Audience building need:• Emails for potential volunteers. Facebook group with all volunteers

to have them sign up.What I need to do:• Table outside the dining hall. Have friends or current participants

recommend 1-2 people to add or approach.

Inform community about your work

More people should know about the awesome things we do

How can I get more coverage? Write an op-ed on my issue or topic

Encourage a campus reporter to come to an event

Put out a press release for a big announcement

Document our work and create content for social media (photos, videos, stories)

Where do people go for news in this community? Campus newspaper

Local publications

National publications

Fundraise

EMAILS. Get someone’s email.

Stories that connect audiences to the problem/solution

Small is beautiful

Define realistic goals

Amplify funding – start with something

Crowdfunding – relies on the snowball effect

Spark a dialogue

Centered on stories and people – approachable

You want people to respond

How can you mirror social media engagement with tangible steps or actions people can take?

What happens once someone sees my awesome content?

NEVER READ COMMENTS

Example: YDS StoriesHow do we go from photo to a full story?

Repost image (a month later): Story/Paragraph written by participant

Communications Strategy

Align goals with activities

Goal 1: Spark discussions on gender identity and sexual orientation on campus.

Hearts & Minds

1. Photo Campaign (Iterate, Planning)

2. Social media and physical posters3. Dialogues/In-person events4. Local/Campus News5. Seek influencers6. Build more coverage7. Unique, natural content sharing8. Repeat & Recycle

Testing

Split testing is a data-driven method of optimizing your marketing to achieve the best goal for your campaign.

Software services now let you split test emails, social media content, brand messaging, surveys, website content, and more.

Define your goal.

• Email signups

• Donations

• Purchases

• Downloads

• Followers

• Event signups

• Webinar signups

Split testing: The CXL Website

50%

www.conservationxlabs.com

50%

Classic testing2276

2489

1938

4145

33

0

10

20

30

40

50

0

500

1000

1500

2000

2500

3000

Text only Image only Text on image

Impressions Engagements

Text on image Image onlyText only

What type of post works best?

The super-simple email funnel

Con X Tech Prize

…

48 email captures3 unsubs

45 remain

4 joined the DMS

36 email captures

0 joined the DMS

11 joined the DMS

GOAL 1: Email CaptureGOAL 2: Sign up for DMS

17,267impressions

257 engagements

Goal: Get people to join our platform

The Digital Makerspace is built for people to collaborate on technology and engineering projects.

Relies on more users and community of experts from various fields.

How do we get more people on the platform from our other channels of engagement?

Conservationx.com (you can check it out!)

The process

0

50

100

150

200

250

300

350

400

Impressions Engagements Email captures Joined the DMS

1.5%

18.7%

22.9%

• How do we create more engagements out of impressions?

• How do we create more email captures out of engagements?

• How do we create more DMS members out of email captures?

Use Social Media & Comms. Well

Automate. Automate. Automate.

Analytics for everything.

Authenticity of content.

Don’t be creepy.

Don’t be annoying.

Your Turn: What ways should I use it?

Take 2 minutes: What is the primary communications goal you have? Post it in the message board.

Examples: We want more people on our platform.

I want more people engaged in volunteering for my project.

We want to raise $1000 for our project.

I want more people to know about my awesome project.

Your Turn: What ways should I use it?

Take 3 minutes: What are three things I can do to reach this goal with my project?

Think about: Capacity/Things I need

Platforms you can use

Messages you might want to push

People/audiences you want to engage

Questions?

Post questions in the message board!

Let’s chat: jaysullivan94@gmail.com

Happy to talk about your commitment and strategize communications (and anything else!)

Pitch (If time)

Your pitch = Core Idea What you do

What drives you / the problem you solve

How you are unique

Pitches are when you try to convince someone of something

20% of your pitch carries 80% of its importance

Exercise: Your idea in 30 seconds

15 seconds: The problem

15 seconds: Your solution

Now try your idea in 10 seconds!