Tech4Good: Pre-Event Social Media Marketing for Nonprofits

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1 August 10, 2016 Social Media Marketing for Events, Elise Yahner

Transcript of Tech4Good: Pre-Event Social Media Marketing for Nonprofits

1August 10, 2016

Social Media Marketing for Events, Elise Yahner

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Social Media Marketingfor Nonprofit Events

• Compelling social media stats• Planning your social media strategy• Building Facebook ads

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Social Media Stats

Out  of  the  entire  U.S.  population…

• 50.3%  are  on  Facebook• 27.6%  are  on  Instagram• 17.5%  are  on  Twitter• 16.9%  are  on  Pinterest

More than half of the U.S. population logs onto Facebook at

least once a month.

1 Source: eMarketer

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Social Media Stats

• 61%  of  event  planners  use  social  media  to  promote  their  events

• 78%  of  event  professionals  plan  to  increase  their  use  of  social  media  to  promote  events

• 55%  of  people  who  engage  with  causes  via  social  media  are  inspired  to  get  more  involved

Facebookis the most effective

social media platform for nonprofits, followed by Twitter and YouTube.

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50% of nonprofits spend2 HOURS OR LESS

per week on social media marketing

50% of for-profit businesses spendAT LEAST 6 HOURS

per week on social media marketing

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Building Your Pre-Event Strategy

Define your

audience

Create a paid and organic

post schedule

Event time!

Set your budget

Measure and adjust

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Define Your Audience• Facebook—widest reach,

engagement skews older

• Twitter—news junkies, Millennials and Gen X

• Instagram—visual content, Millennials

• Snapchat—teenagers, tech savvy Millennials

• LinkedIn—professionals

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Set Your Budget

The more you spend,the more you’ll reach.

• $200/month – starting point for experimenting with event ads

• $500/month – getting serious with your social media marketing

• $1000/month – multiple campaigns and big results

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Paid vs. Organic• Organic: Posts on your social

media outlets that do not have any paid backing

• Paid: Social media ads (boosted posts, sponsored posts, etc)

• Algorithmic Feed: Posts are shown to the user based on past behavior and preferences instead of in chronological order.

• Facebook organic reach is as low as 2.7% for some pages

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Paid vs. Organic• Facebook organic reach is as

low as 2% for some pages

9,699 people reached out of 413,342 page fans! 2.3%!

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Facebook Ads

• Largest user base• Most extensive targeting

capabilities• Options specific for event

marketing

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Facebook Ads

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Facebook Ads Manager• Create ads for different

objectives, including website clicks, event responses, engagement, and leads

• Run ads on Facebook’s mobile and desktop feed, Instagram’s feed, Facebook’s Audience Network

• Select from a variety of creative options, including carousel, video, and photo slideshow

• facebook.com/ads/manager

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Create Your Ad

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Raise Attendance at Your Event Ads• Optimized for Facebook event responses• Facebook event must be created before you

start building these ads• Placement is only on Facebook (not on

Instagram or Facebook Audience Network• Facebook events can integrate with Eventbrite

Results:• 574 responses• 71,334 unique impressions• $0.52 cost per response

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Send People to Your Website Ads• Optimized for clicks to your website• Creatives can be individual photos, photo

slideshow, or video• Placement is on Facebook, Instagram, Facebook

Audience Network

Results:• 352 website clicks• 24,397 unique impressions• $0.28 cost per click

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Facebook Audience Targeting• Geography• Age• Gender• Demographics• Interests• Behaviors• Facebook pixel• Email lists

• Living within a 25-mile radius of Cleveland AND

• Interested in charities or causes OR

• Has made any charitable donation in the past year

• Living within a 25-mile radius of Cleveland AND

• Is a parent of a child age 0-18 OR• Has made a charitable donation in

the past year to children’s or healthcare causes

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Facebook Ad Creative

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Selecting an Image• Image sources: Your image library,

upload from your computer, Facebook stock images

• Select up to 6 images• Recommended image size is

1200x628• Keep the text to a minimum—images

with higher amounts of text will receive less or no delivery at all

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Adding CopyEach point of copy will not show up in every placement, but be sure to fill out all copy spaces:• Headline• Text• News Feed Link Description

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Measure and Adjust• Cost per click is a good metric

to judge the success of your Facebook ad campaign.

• You can add or adjust the campaign creative and budget while it is running.

• You can adjust the ad targeting while a campaign is running, but Facebook recommends that you start a new campaign instead.

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References• Advance Ohio blog:

– http://www.advance-ohio.com/marketingresources/marketing-tips/• Advance Ohio social media marketing resource page:

– https://www.advance-ohio.com/marketingsolutions/social-media-marketing/• Facebook Ads Guide:

– https://www.facebook.com/business/ads-guide• Social Media Examiner:

– http://www.socialmediaexaminer.com/• This presentation:

– http://www.slideshare.net/AdvanceOhio

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Advance  Ohio uses  data  to  implement  industry-­‐proven  solutions  to  drive  measurable  results  for  our  customers.  We couple  this  approach  with  cutting-­‐edge  marketing  solutions,   uniquely  crafted  for  every  client  to  ensure  the  right  message  reaches  the  right  audience  at  the  right  time  and  place.

DATA + PROVEN INDUSTRY SOLUTIONS = MEASURABLE RESULTS

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Thank you

Elise Yahner, Social Media Coordinator

[email protected] | 216.310.6099