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EverTrue Near You! Pomfret Fall 2013
The document discusses the difference between social engagement and social relevancy in the context of advancement offices, highlighting the prevalence of platforms like Twitter and Facebook. It provides guidance on utilizing Facebook ads for outreach and engagement, outlining key strategies for creating effective advertisements and measuring their success. Additionally, it emphasizes the importance of targeting specific audiences and analyzing social interactions to enhance fundraising efforts.
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EverTrue Near You! Pomfret Fall 2013
- 1. Moving Beyond SocialEngagement: Finding Social Relevancy
- 2. We’ve Got Timeto Cover: • Social Engagement versus Social Relevancy • Utilizing Social Relevancy for Advancement • How to: Facebook Ads • Two Social Donor Microscopes
- 3. 80% Of Advancement Officesare on Twitter
- 4. 96% Of Advancement Officesare on Facebook
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- 7. Social Engagement Social Activity: Speakingto Constituents ~ Likes, Followers and Comments
- 9. Social Relevancy Social Analysis: UtilizingWho and What Was Followed, Liked or Commented
- 10. Willingness Facebook Page Likes SharingContent on Twitter Capacity LinkedIn Job Information Measuring Social Influence
- 11. Start with aBoost Expanding Your Reach Through Facebook Ads Utilizing Who and What Was Followed, Liked or Commented
- 12. Facebook as aCountry...* China India Facebook USA *Wikipedia Country Populations
- 13. 23% of FacebookUsers Check Their Account at Least 5x a Day* *Inbound Marketing Agents
- 14. How to: FacebookAds • Two Basic Types • Three Steps in Making a Facebook Ad Utilizing Who and What Was Followed, Liked or Commented
- 15. 1. External Ads •An ad to an external link Annual Giving Page Alumni App Download
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- 17. 2a. Engagement Ads •An Ad for a Page, Facebook App or Event Alumni Association Page Promotion
- 18. 2b. Engagement: SponsoredStories • Ads through engagement: likes & comments Chapter Page Promotion
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- 20. Three Steps ina Facebook Ad Design > Targeting > Launch
- 21. But, Here’s SomeQuestions First •What are my goals? Donations? Reach? Attendance? •How long will my campaign be? End of Fiscal Year? Reunion? •How much am I willing to spend? Overall/Daily Budget •How am I going to measure my success? Click-Through Rates? Conversions?
- 22. Design > Targeting> Launch • External Ad v. Engagement Ad • Good Grammar and Nice Manners • Insert Your Message in Your Image • Admin = Sponsored Stories for Likes, Advanced Features
- 23. Design > Targeting> Launch to whom is my ad designed? • Location, Age, Sex • Interests (Extracurriculars) • Friends of Fans (Associated Pages) • Education - Field of Study - Class Year by Age
- 24. Find the PowerEditor
- 25. Your Custom Listis Awaiting...
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- 27. Design > Targeting> Launch • Terminology: Campaigns contain Ads • Do not run an ad longer than 7 days • CPC: Cost Per Click, CPM: Cost Per Impression • High Bids ≠ Higher Spend
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- 32. Social Engagement Social Activity: Speakingto Constituents ~ Likes, Followers and Comments
- 33. Social Relevancy Social Analysis: UtilizingWho and What Was Followed, Liked or Commented
- 34. Willingness Facebook Page Likes SharingContent on Twitter Capacity LinkedIn Job Information Measuring Social Influence
- 35.