Pro Bono Week Presentation

#pbw16

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Hello

Niki Inouye [email protected]

@nikimae

Jessica [email protected]

@jesslyness

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Why Social Media?• Social is where your fans are spending their time

• It’s affordable

• A little goes a long way

• Conversations/engagement

• Driving traffic

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What We’ll Learn• Creating compelling content

• Making sure it’s seen

• Targeting the right people

• Encouraging them to take action

• Growing your following

• Measuring and applying keys learnings

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Facebook Still Rules

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Roping in Results for NW Outward Bound SchoolNorthwest Outward Bound School Advertising Results:− Clicks to registration page: 8,389− Fan engagement: 13,110

• Comments, likes, shares

− New Fans: 100− Total Reach: 246,801

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Social Posts Best PracticesShort copy Image/video Ask them to do something

Facebook• Photo size: 1200 x 630 pixels

• 25-55 characters/12-14 words

• Avoid hashtags

• Frequency: 1/day

• Uses: Listening, customer service

• Best for: Community building

Twitter• Photo size: 1024 x 512 pixels

(keep important info between 506 x 253 pixels)

• 140 characters

• Use 1-3 popular hashtags− Tool: keyhole.co

• Frequency: 3/day

• Uses: 2-way communication, customer service, influencers/media

• Best for: Events/real time

Instagram• Photo size: square

• 105-115 characters or 3 lines

• Use 8-11 relevant hashtags

• Frequency: 1 – 2/day

• Uses: Inspiration, storytelling, connecting with influencers

• Best for: Imagery

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The Power of Storytelling• Connect on an emotional level

• Make it human

• Tell it visually

• Share the impact

• Celebrate milestones

• Connect to a bigger issue

• Be of service

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Creating Compelling Visual Content

Designed Content Sourced Content

Content Created on the Fly Content Out in the Wild

Make it Find it

Owned Shared

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Rocking Designed Content

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Creating Content on the Fly (w/ what u got)

• Photographs with your own phone− Tools can help: CANVA, Be Happy Me

• Source images from:− Catalogs− Annual Reports− Past Events− Newsletters

• Themes:− Play into trends and holidays− Recognize national holidays and seasonality

• GIFs

Nov. 29: #GivingTuesdayDec. 5: #VolunteerDay

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Sourcing Content from your Community• Look what others are posting – remember to look

outside of tagged posts− Use images with their permission (Photo via @XXX, Thanks

for the shot @XXX)

• Retweet, Regram, Repost

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Finding Content in the Wild• Third-Party Sources− News− Media Coverage− Topical/Thematic

Monterey Aquarium PR @MontereyAq_PR

Another reason to visit! Sperm whale hanging out in Monterey Bay: http://mbayaq.co/2eCRrHU @mercnews

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Sparking Engagement Among your Community• Get personal− Reply and engage with audiences mentioning

your organization

• Look outside of users who are tagging your organization− Like and reply to post comments, hashtags− Start impromptu/in-the-moment conversations− Nurture relationships with influencers,

supporters and super fans

• Treat every channel differently

• Post when your audience is online

• Tailor content to audience

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Reaching your Paid and Unpaid Goals

• P Paid

Boost Post

Run website ads

Like ads

Unpaid

Video

Ask followers to comment, share

Encourage/CTA

Ask/Reciprocity effect

Result

Reach more people

Engagement

Click-thrus to website

New fans

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Growing your Following without Money

• FANS - Ask users that like your posts to also like your page (Facebook)

•REACH – Target preferred audiences to increase the reach of posts via keywords (Facebook)

•ENGAGEMENT - Seek out related content, Like their stuff (Twitter and Instagram)

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Inviting Engaged Users to Like your Organization

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Understanding Preferred Audience

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Seek Out Related Content

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Targeting the Right People • Small-spend promoted posts can significantly improve

post reach− Spending $20 - $50 has an estimated reach of 660 – 4,000

• Beyond geo-targeting promoted posts – test interest targeting aligned with post copy

• Best practices when boosting promotional content: − Target promotional material by interest and keywords− Include an eye-catching image in the post and a strong CTA

• Consider promoting top organic performing posts; when a post receives high organic reach and engagement (+3%), it will be even more successful if promoted

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Capitalizing on Facebook Events• Timing: 3 days prior to event, further if tickets are

available; remember to post day-of as needed

• Fill out all event details (dates, times, location, description, etc.)

• Include a photo and insure your photo fits within the Facebook provided image box

• Post event to the page with enticing copy and encourage customers to RSVP

• Promote it Facebook Photos:

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Raising Funds via Social

Get verified as a non-profit on FB to add a “Donate” Button

Start a ThunderClap

FB Chat: Business Help

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Reporting Social Performance• Reach: compare to your fan base− 22% of fan base, fewer if you have more than 10K fans

• Engagement: compare to reach− 4.8% if fan base is less than 50K− 1 – 5% on Instagram − 1-2% on Twitter

• Advertising: compare to industry standard− Less than $1/click on Facebook− $1 - $2/click on Instagram− $2 – 3/click on Twitter

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Starting Today…• Prioritize quality content to build reach and

drive engagement

• Seek out and engage with fans

• Invite fans that like your posts to also like your page

• Target preferred audiences to increase the reach of posts via keywords

• Seek out related content, like their stuff

• Tell stories

• Think small spends for big results

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Staying Up-to-Date•Maxwell − Twitter @MaxwellPR− Instagram @MaxwellPR− Register for our enews

•Mashable

•Social Media Today

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Q & A