CoMoGives Marketing & Social Media Workshop Workbook 2017

WORKSHOP AGENDA

>/< 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

For more information contact MayeCreate:

[email protected]

mayecreate.com

facebook.com/mayecreate

twitter.com/mayecreate

10:00-10:05 Introduct ion

10:05-10:10 CoMoGives FACTS

10:10-10:25 Past Chal lenge Grant Winners

10:25-10:30 Goal Sett ing

10:30-10:40 Leveraging Market ing Assets

10:40-10:45 Socia l Media 101

10:45-10:50 Reach & Recycle

10:50-10:55 Gett ing Ahead in Facebook

10:55-11:05 Facebook Ad Guidel ines

11:05-11:15 Content Brainstorm

11:15-11:30 Countdown to Campaign

2016C A M PA I G N

FACTS$567,038.39

Total Donations

11,550Unique Visitors

$107.49Average Donation

$19.19Website Visitor Value

41.7%Donation Rate

1.8Each donor gave to an average of

ORGANIZATIONS

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

26,948Website Visits

4,811Donations

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MayeCreateD E S I G N

P R E S E N T E D B Y

ANDM A R K E T I N G SOCIALMEDIAw o r k s h o p

PA G E 3

LEVERAGING MARKETING ASSETSMarketing assets are anything your organization has that can be utilized to create reach or influence donors.

Reach can be bought, borrowed, and built.

What are your goals for the 2017 CoMoGives campaign?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

2017 CAMPAIGN GOALS

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PA G E 4

How can you leverage your assets to get donations?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

How can you leverage your assets to build more assets?__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Think... what would make it easier to spread your message? Do you need more emails, more Facebook fans?

+ =

BUILDING YOUR PLAN

Your activities before and during the CoMoGives campaign can build marketing assets for

your organization to use in the future.

Add it to your hold message

Make it part of answering your phones & conversations

Create pins and wear them to work/networking

Speak at clubs or networking groups

Post a notice on your store front windows

Showcase a sandwich stand

Leave a message in sidewalk chalk

Put up table tents at a supporting local restaurant

Tape a poster on your car window, bike or client waiting area

Place a link in your email signature

Call to action on social media cover images

Promote on your website slideshow

Link from your website

Send an email or text

Post about it on your blog

Add a “Donate Now” link to your Facebook page

24 EASY WAYS TO PROMOTE

LOCATIONPRINT

Add it to your newsletter

Place reminders with Christmas cards

Put a sticker on your envelopes

Post yard signs

Publicize in your church bulletin

Make a poster

Send a mailer

Write a memo on invoices

DIGITAL

CULTURE


P R E S E N T E D B YANDM A R K E T I N G SOCIALMEDIAw o r k s h o p

>/< SOCIAL MEDIA 101

2 Use the hastag: #comogives

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 NOW

4 Respond to comments quickly 5 Schedule posts

whenever possible

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:____________________________________________________________________________________________________________________________________________________________________________________________

6 Compose with careUse photos with each post

Compose a unique message for each post

Keep it short, keep it simple

Each message should start with different words

8 Like the pages of other participants, organizations and businesses who support you

7 Communicate expections with supportersAsk supporters to share posts on their timeline with encouraging comments

Remind supporters to like posts

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Understand Edge Rank

Cater to Facebook’s Vanity

LIKE = that’s interesting

COMMENT = this is what I think

SHARE = you have to see this

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.

REACH & RECYCLEMOVING BEYOND FACEBOOK

GETTING AHEAD IN FACEBOOK

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.

PA G E 7

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PA G E 8

FACEBOOK AD GUIDELINES1

2 Path #2: Run AdsAdvertisements aren’t as straight forward as boosting posts. True newbies steer clear.

Pay per click or pay per impression.

Target based on interests, location or any number of things.

Consider also running your ads on Instagram.

Run retargeting ads to your website traffic throughout the month with a CoMoGives focused message.

Send people directly to your donate page on CoMoGives.

Path #1: Boost PostsBoosting posts is an easy 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 does a boosted post look like?

Boosting TipsWrite an original post (not one of the ones we pre-wrote, but a real honest post).

Add an original image to your post with minimal text in the photo. Use Facebook’s testing tool: https://www.facebook.com/ads/tools/text_overlay

Consider the lifetime of your boost. Choose a 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.

Ad Tips Get 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.

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Stay Donor CentricWhat 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.

CONTENT BRAINSTORM

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

How can you use your assets and strengths to easily generate content?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What do you already have that you can share?_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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COUNTDOWN TO CAMPAIGNSEPTEMBER

Continue to test out content types, message ideas and images

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.

Brainstorm campaign ideas

Rally your troops

Start recruiting people who want to support your organization via social media.Let them know what to do.

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.

ID 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.

PA G E 10

YOUR SEPTEMBER CHECK LIST______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

YOUR OCTOBER CHECK LIST______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

OCTOBER

examples

examples

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COUNTDOWN TO CAMPAIGNNOVEMBER

PA G E 11

YOUR NOVEMBER CHECK LIST______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

YOUR DECEMBER CHECK LIST______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

DECEMBER

examples

examples

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.

Ad 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

Share schedule with your supporters so they know when to share

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!