Enhancing CSO National Dialogue and Collaboration via Social Media

Optimize Your Social Media Accounts (graphically)

• Cover Photo • Short Name • Page Name • About • Avatar • Milestones

• Use of Multiple Language Arabic /English

• Background Image Twitter

Brand your Avatar/cover images ! These photos should be designed in a way that symbolizes the main concept of the CSO, its goals and what it aims for, in order to get the users attention to visit the Page. Like your cover photo, your Avatar tells a lot about your Organization. It has to be high resolution with proper dimensions and has to be consistent on all the Social Media Channels you are using.

Image Source: http://blog.mainstreethost.com/social-media-image-size-cheat-sheet#.VClM7vmSx8G






Decide how you want to spell your name on the accounts and claim your vanity URLs that are consistent throughout different Social Media Channels you are using like your website:

• Website: www.yourorg.com • Facebook.com/yourorg • Twitter.com/yourorg • Pinterest.com/yourorg • YouTube.com/yourorg • Googleplus.com/yourorg • LinkedIn.com/Company/yourorg

Have your About/Bio sections short and straight to the point as online users are generally not avid readers. Clearly state who you are, what you do best, and what is in it for them if they follow you!

Keep in mind the following character limits for the About/Bio:

• Twitter (160 characters) • LinkedIn (2,000 characters) • Facebook (155 characters) • Instagram (150 characters) • Pinterest (200 characters)

• Milestones demonstrate all important dates your Organization has had. The Milestones could be your start, first board meeting, acquiring new offices, glorious event, successful projects, 100,000 Likes on Facebook, etc…

• On Facebook you have the functionality to mark Milestones while on Twitter and LinkedIn you have to pin the posts where you announce these Milestones

Relate CSOs Content to Trends

As of the first week of December 2013, Facebook has decreased the organic reach. This means that less and less people see the Social Media posts of the CSOs. CSOs have yet to change their old Social Media behaviors to react to the changing dynamic of the medium they are in. Reach is one of many critical indicators that need to be regularly addressed and closely monitored by CSOs if they are to be heard.

On Sep 18, 2014 Facebook announced that it will place posts about trending topics and content with fresh engagement on the top right hand side in the News Feed page.

• When trends are (remotely) relevant to the CSOs objectives, share/create related content.

• General Interest topics can also be used. The more relevant the CSO is to the online audience, the higher the engagement.

• View “Real Time Marketing” examples

Facebook “Trending” is now available to show a list of topics and hashtags that have been recently used in popularity on Facebook. The use of trending topics of hashtags will increase the posts engagement without booting.

https://www.facebook.com/help/1401671260054622

https://www.facebook.com/help/1401671260054622

Changing Dynamics of Online Advertising

• Media consumption is no longer LINEAR • People now move quickly and unpredictably

between devices and media channels in different parts of their day.

• Content creators have the challenge of telling a story in a non-sequential technique

• CSOs are rearranging their content generation process and taking advantage of these Social Mediums

• Here are five key ways to work on internally, and

improve the CSOs capabilities:

1. Switch to Non-Linear Storytelling 2. Restructure Operations and Processes Around Content

and Sharing 3. Re-examine the posting Cycle 4. Facilitate Discovery of Content 5. Making entertainment a core offering

Trending Topics

The challenge goes as follows: • Participants post videos dumping ice water on their

heads on social media platforms. • At the end of each video, participants of the challenge

are called upon to nominate a few others, and continue the “chain reaction,” so to speak.

• If these friends don’t complete the “challenge,” they’re urged to donate $100 to the ALS foundation.

http://elitedaily.com/news/technology/chill-als-challenge-far-just-social-media-stunt/715117/?utm_source=feedly&utm_reader=feedly&utm_medium=rss&utm_campaign=chill-als-challenge-far-just-social-media-stunt

#Stripforjackie campaign was sparked on Social Media, where supporters stripped off in solidarity with the Lebanese Olympic skier, Jackie Chamoun, who was called for an investigation by Lebanon’s sports and Youth Minister, for posing for a stripped photo shoot of a calendar which wasn’t supposed to go public.

http://www.dailymail.co.uk/news/article-2558696/Lebanese-Olympic-skier-posed-topless-racy-calendar-shoot-hate-figure-home-country-footage-appears-online.html

Image Source: http://www.trendingbytes.com/blog-trends/lebanese-graphic-designer-likes-remind-us-priorities

Content Creation V.S.

Content Curation

• Creative and good content is important for positioning your brand as a reference for health, lifestyle, finance, Social Media, politics, and every other category you can think of.

http://www.dailymail.co.uk/news/article-2558696/Lebanese-Olympic-skier-posed-topless-racy-calendar-shoot-hate-figure-home-country-footage-appears-online.html

Content Creation is the process of generating unique content for the CSO. Content Curation is when CSOs share relevant content from different CSOs or users (Of course, by giving them credit) on your Social Channels

http://curationtraffic.com/curating-content/

• By curating content, you are acting as a filter for your audience to select the content of interest to be shared on Social Channels.

• Curate content at least three times a week.

• Blogs about your topic of Interest • National news (holidays or events) • Relevant news from around the world • Industry news and latest inventions • Funny/light Tweets are nice from time to time

Categories Recommended

for Content

Awards Community Links Community Services Education Environment Events Facilities Health

Newsletters Powerful/Successful Women Recruitment Statistics (Performance) Summits Women in Tech

Awards that are being given to people around the world or even CSOs.

Content can be linked to an event happening in the community, where the CSO or Founder may be involved. (Supporting, Sponsor, Participating)

What is the CSO doing for the community? How is the CSO helping the community?

Content can deliver steps happening during this service.

The CSO being involved with the Community and being social in order to increase awareness and social connectivity with the society.

CSO’s can provide content of when the CSO visited a school to deliver a message to students and/or public event to the society of what they are doing, how they will benefit.

CSO’s can provide content to deliver ways the society can give a helping hand.

Facts of how children around the world are striving to be educated.

CSO’s being a part of environmental awareness is an important part of society. Through your Social Media platforms you can post about events that are happening “Beach clean-up day”, contests related to environment, or new technology the CSO is providing the society to keep the environment clean, and/or less polluted.

The audience wants and needs to know what each CSO is doing when it comes to events, conferences, and/or seminars.

Content to be delivered before event: What the event is about When, where, and time

Reminders about the event is suggested every two or three days as a reminder

During the Event, conference, or seminar, it is suggested to do live posts, tweets, and even Instagram uploads.

Introducing the audience to the facilities you have at the CSO is also important Providing information about: Staff news Programs that audience can participate in

Content can be about health issues happening around the world How to prevent health issues (Ebola)

What the CSOs have conducted to help people with health issues

• CSOs can relate with the audience by posting news about holidays or celebrations they support.

• For example, • Breast Cancer Awareness • World Food Day • Christmas • Ramadan

• Everyday we hear about powerful or successful women around the world making a change. This type of content will help bring awareness about respect, honor, success, intelligence.

• Moreover, it might change one person’s life by reading the story.

• Post about recruitment and the positions that are available.

• Give the content an image to attract users. A post without an image does not drive engagement as one with an image.

• Providing the audience with results of what the CSO has delivered through it’s initiatives is very important.

• Users want to see numbers (% improvement) • Users want to see results (Final Work) • Statistics can also mean what is happening

around the world (% of clean water in a country)

Support: • women’s empowerment initiatives, • promote social cohesion, • community development, • improve women’s legal and social status, • support educational and spiritual development • promote social justice, • human rights, • and equality

• Supporting or posting news about CSOs is extremely helpful.

• This shows communication, support to one another, commitment,… Sharing content from another CSO can help both gain further awareness about what is being done for the society.

• Moreover, this will provide users with an understanding that all initiative are done for the society’s benefit.

Budget For Social Media Ads

• Factor ad budget in every grant application

• Have a daily budget to boost visibility of your Social Media content.

• Target your ads to your existing email database (FB/TW)

• Use Lookalike Audiences to reach new people

• Facebook Ads: What budget can be allocated? (Cost per visitor is $0.45 to $2)

• Twitter Ads: What budget can be allocated? (Cost per visitor is $0.45 to $2) (Minimum campaign of $12,000)

• Google Visitor: $1 to $1.5 per visitor

• LinkedIn Visitor: $2 to $3 per visitor

• Do you have your ad budget?

• Do you know how you will distribute the budget?

• Are you looking for a simple way to calculate how to distribute your budget?

• This sheet will not only allow you to distribute your budget. Moreover, it will allow you to perceive how you will spend your next budget according to the results.

Facebook Ads

Creating a Facebook Ad Structure not only helps you create full content preparation before launching ad(s).

By preparing an ad structure you are set to not lose time with: • Number of characters in the Headline (25 characters) • Number of characters in the text (90 characters) • Image Size Recommendations for the ad type • Back and forth approvals for content

Facebook Ad Structure

Headline: (25 characters)

Social Media Campaign Strategies

Description: (90 characters)

Are you looking to improve you social media campaigns? Register Now!

Display URL: (Characters depending on Ad)

www.aymanitani.com

Facebook Ad structure differs by where it is set on the page: • Desktop Newsfeed • Mobile Newsfeed • Right-hand side Newsfeed

With the various sets of Ads, each delivers a certain dimension size for the image. The recommended sizes for images of ads are 1200 x 444 pixels or 1200 x 628 pixels.

• Facebook announced a way to track performance of advertising across devices. This will enable advertisers to see how people are balancing desktop, mobile and tablet before they make a conversion.

• Advertisers can see how different devices influenced a website conversion and mobile app actions, as well as the value of the website conversion

http://www.insidefacebook.com/2014/08/13/facebook-launches-cross-device-reporting-for-ads/


Facebook blogged about this new capability: • Imagine seeing an ad for a product on your mobile phone while in

line at the bank. Do you immediately make a purchase on your phone? Probably not. Facebook already offers targeting, delivery and conversion measurement across devices. With the new cross-device report, advertisers are now able to view the devices on which people see ads and the devices on which conversions subsequently occur.


• For instance, a marketer can view the number of customers that clicked an ad on an iPhone but then later converted on desktop, or the number of people that saw an ad on desktop but then converted on an Android tablet.



Ad Managers is now available on mobile devices, advertisers can monitor and optimize their ads:

• Pause or resume campaigns • Edit budgets and schedules • View insights • Respond to alerts

http://www.insidefacebook.com/2014/07/16/facebook-launches-ads-manager-for-mobile/

http://www.insidefacebook.com/2014/07/16/facebook-launches-ads-manager-for-mobile/

The important aspects in an ad report would be: • Total Number of

Impressions • Total Number of Clients • Total Number of Actions • Total Reach • Total Number of Page Likes

Additionally, calculating the total of posts, likes, and shares, allows you to evaluate how on ad is doing than the other. This will also provide you with information of how to enhance your future ad campaigns.

There are 3 categories of messages that need to be boosted.

The main target of boosting a post is to reach users and increase the chances for them to see your post.

“Category A” $5 per day for important news about the CSOs “Category B” $15 per day to get Page Likes “Category C” $50 per day for upcoming events

Twitter Ads

Whether you are looking for more followers, increase engagement, drive business or website traffic you can find the right ad solutions. Twitter Ad Interface not only makes it easier to create and optimize campaigns but only pay for the actions aligned with your marketing objective.

Google Ads

All you need to do is: • Show up across Google • Give customers the right info they need to know about

your business • Show up on Google Maps and Google+

• Google My Business allows you to create and verify your local business on Google and share information on Google Maps.

• You can show business locations in your AdWords ads by using location extensions where you display your business name, address and phone number with your ad to help customers connect you directly

• The size limit for all image ads is 150 kilobytes.

• The size limit for Mobile image ads an be the following sizes (listed as width x height x maximum size in bytes):

What is Outreach Marketing?

Outreach marketing is about reaching out to the right people at the right time to help you tell your story. This can include anyone from individuals with a large social presence who fit within your brand’s niche to the happy consumer who takes it upon them self to tell everyone how much they love your service.

http://mashable.com/2014/09/18/social-media-charity/?utm_cid=mash-com-Tw-socgood-link

TweetDeck

TweetDeck is a Social Media dashboard that can be used as a mobile app or on desktop browser, to be able to manage Twitter accounts.

Image Source: https://tweetdeck.twitter.com/

By using the “Add Column”, we will be able to insert further columns we want to monitor such as: Messages, Notifications, Home, etc.

Image Source: https://tweetdeck.twitter.com/

Outreach is usually used to interact with Twitter users, talk to them, give chances for discussions, greet them, etc.

In order to outreach, a list of keywords should be prepared and inserted in a TweetDeck column. It is also necessary to insert a location and distance for a better targeting.

Outreach is a great way to engage with Twitter users. This process allows CSOs to interact with Twitter users

by replying to a “Good Morning” or asking a question related to the audience that was developed through the outreach process.

This is a simple process which contributes with several steps.

The outreach search will give us all tweets that are linked to the words that we searched for. Choosing the right audience to outreach goes through different steps:

Look for questions you have the answer for Look for audience that you’re interested to reach Interact with users even if not related to CSO’s subject

To see if the user is appropriate to outreach we look at several aspects: The description The location Number of Tweets Number of Followers vs following Most important the content in the tweets

• Outreach is a great way to engage with users that are followers and none followers of your Twitter accounts.

• This process allows you to interact with Twitter users, by replying to a “Good Morning” or asking a question related to the audience you have developed through the outreach process.

• This is a simple process which contributes with several steps.

• An outreach example is provided in the

upcoming slides:

In the outreach search you will receive all tweets that are linked to the words you have searched. Choosing the right audience to outreach goes through different steps:

• Look for questions you have the answer for • Look for audience that your interested to reach • Interact with users even if not related to your subject

i.e. • Search for a target • Click on the text to expand the

topic, moreover to not lose the users when verifying if the user is a relevant person to target

• Right click on the name to open in a new tab

To see if the user is appropriate to outreach we look at several aspects: • The description • The location • Number of Tweets • Number of Followers vs following • Most important the content in the tweets

If the user is applicable to outreach: Close the previous tab Click on reply and write the text Remember to add the CSO username “@NGOName” with at least one hashtag related to the subject, as shown in the image.

Finally, after replying to the tweet, make sure to follow the user to show them, that you are interested in their content while giving them some reassurance to follow you back.

• Most of the time approaching the user with a simple reply is better than directly talking about your CSO, or what your CSO provides.

• After the user replies back to your comment, the next step would be to introduce them to your website, social media platforms, or any other related activities of the CSO.

• The reply should be simple, interactive, friendly, but not bulk, difficult to understand, or serious.

Social Media Platforms Intent Awareness of Social Media Platforms

Appreciation and Engagement of Social Media Platforms Action Benchmarks

Social Network Soft Metrics

Search rankings Number of fans Website referrals Comparative stats from:

Referrals from brand website Number of the subscribers Call Center enquiries Other Social Media

Platforms

Unique visitors Number of comments Brochure Requests Non Social Media Platforms

Reach Number of discussion threads Coupons Downloaded Competitor activity

Impressions Interaction rates Hand raiser Registrations

Similar Social Media Platform

Number of active users Poll votes Page Views Videos Viewed Return visits Dwell time

Number of competition entries

UGC Uploads/Submissions

Social Media Platforms Awareness of Social Media Platforms

Appreciation and Engagement of Social Media Platforms Action Benchmarks

Social Network Impressions Number of plays Website referrals Comparative stats from:

Number of Blog posts Duration play Call Center enquiries Other Social Media Platforms

Number of Online article Number of comments Brochure Requests Non Social Media Platforms

Search Rankings Number of bookmarks Hand raiser Registrations Competitor activity

Press Coverage Number of Uploads/Submissions Similar Social Media Platform

Customer rankings

Social Media Platforms Awareness of Social Media Platforms

Appreciation and Engagement of Social Media

Platforms Action Benchmarks

Social Network CTRs Banner Interaction Website referrals Comparative stats from:

Apps ranking Call Center enquiries Other Social Media Platforms

Number of responses Brochure Requests Non Social Media Platforms

Search ranking Competitor activity

Similar Social Media Platform

Daily People Talking About This

Daily The number of people sharing stories about your page. These stories include liking your Page, posting to your Page's Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, photo tagging your Page or checking in at your Place. (Unique Users)

Weekly People Talking About This

Weekly The number of people sharing stories about your page. These stories include liking your Page, posting to your Page's Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, photo tagging your Page or checking in at your Place. (Unique Users)

Daily Organic Reach Daily The number of people who visited your Page, or saw your Page or one of its posts in News Feed or ticker. These can be people who have liked your Page and people who haven't. (Unique Users)

Weekly Organic Reach Weekly The number of people who visited your Page, or saw your Page or one of its posts in News Feed or ticker. These can be people who have liked your Page and people who haven't. (Unique Users)

28 Days Organic Reach 28 Days The number of people who visited your Page, or saw your Page or one of its posts in News Feed or ticker. These can be people who have liked your Page and people who haven't. (Unique Users)

Daily Total Consumers Daily The number of people who clicked on any of your content. Clicks generating stories are included in "Other Clicks." Stories generated without clicks on page content are not included. (Unique Users)

Weekly Total Consumers Weekly The number of people who clicked on any of your content. Clicks generating stories are included in "Other Clicks." Stories generated without clicks on page content are not included. (Unique Users)

28 Days Total Consumers 28 Days The number of people who clicked on any of your content. Clicks generating stories are included in "Other Clicks." Stories generated without clicks on page content are not included. (Unique Users)

Absolute Unique Visitor

report counts visitors to your website (counting each visitor only once in the selected date range) whereas New vs. Returning classifies all visits (sessions) in the date range by the visitor type. The new visitor number may seem especially large if you are looking at a large date range, or if you have just recently installed Analytics on your site.

Page view A request for a file whose type is defined as a page in log analysis. An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page are also requested from the web server.

Unique Visitors is the number of unduplicated (counted only once) visitors to your website over the course of a specified time period.

Pages/Visit (Average Page Depth) is the average number of pages viewed during a visit to your site. Repeated views of a single page are counted.

Avg. Visit Duration The average time duration of a session. New Visits

An estimate of the percentage of first time visits

Unique Page Views Unique Page Views refers to the number of unique users that access a page. This is determined by a combination of the IP address of the user accessing the page and the cookie file. Thus the unique page views metric is designed to calculate the number of individuals exposed to a page over a period of time, rather than the number of times the page is served, which is the number of impressions. Unique page views are a part of web analytics.

This project is funded through the U.S. Department of State, Bureau of Near Eastern Affairs, Office of the Middle East Partnership Initiative (MEPI). MEPI is a unique program designed to engage directly with and invest in the peoples of the Middle East and North Africa (MENA). MEPI works to create vibrant partnerships with citizens to foster the development of pluralistic, participatory, and prosperous societies throughout the MENA region.

MEPI partners with local, regional and international non-governmental organizations, the private sector, academic institutions, and governments. More information about MEPI can be found at: www.arabianpeninsula.mepi.state.gov. “The opinions, findings and conclusions stated herein are those to the author[s] and do not necessarily reflect those of the United States Department of State.”

Enhancing CSO National Dialogue and Collaboration via Social Media

Documents

image source

characters facebook

social media posts

social media accounts

characters milestones

comyourorg twitter

old social media behaviors

comyourorg linkedin