2
Social Media Marketingfor Nonprofit Events
• Compelling social media stats• Planning your social media strategy• Building Facebook ads
3
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
4
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.
5
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
6
Building Your Pre-Event Strategy
Define your
audience
Create a paid and organic
post schedule
Event time!
Set your budget
Measure and adjust
7
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
8
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
9
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
10
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%!
11
Facebook Ads
• Largest user base• Most extensive targeting
capabilities• Options specific for event
marketing
13
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
15
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
16
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
17
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
19
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
20
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
21
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.
22
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
23
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
Top Related