360i's digital education for nonprofits (the den) recap report

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Table of Contents

The Millennial Donor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

DIY/Free Insights Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Trend Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Social Platform Cheat Sheets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Story Packs—for good . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

Building Successful Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

How to Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

SEO Tips & Best Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

4

Millennials (aged 18-32) are now the largest generation in the US totaling nearly

In the coming decades, this group is expected to inherit

Are willing to raise money on behalf of a cause they care about

Of Millennials want to see the impact of their donation

in wealth from previous generations and will have

by 2017

$$

$

80MILLION

$41TRILLION

$$$

7 10OUT OF

H.O.P.E.

THE LARGEST BUYING POWER IN THE U.S.

In order to ensure future nonprofit champions and long-term financial supporters, it’s critical for nonprofits to begin building relationships with charitable Millennials.

HONESTY

Transparency and clarity of organizations and donation objectives is crucial

PERSONAL

This group wants to use their unique skills to enact change for a cause important to them

EASE

Donation experiences must be seamless to facilitate impulsive Millennial donors

OPTIONS

Millennials want to engage with a nonprofit in a number of ways, on their own terms

What to keep In mind when

targeting Millennials

Motivations:What aspects of nonprofits

attract and inspire millennials to donate?

TOP REASONS MILLENNIALS GET INVOLVED

79%Passion for acause

56%Meet likemindedpeople

46%Apply a skillset

57%

“ When you find a personal connection to a cause, it’s really motivating in helping and participating with a nonprofit.”

“ Disconnect between where money goes and how a nonprofit uses it prevents me from donating more.”

The Millennial DonorUnderstanding the imminent influence of Millennials on nonprofit donations

This group wants touse their unique skillsto enact change for a cause important to them

5

Of Millennials receive emails from at least one nonprofit

1. Connect to social2. Donate to nonprofit3 . Read blog posts4. Newsletter signup5. Petition signature

Millennials read nonprofit articles/emails on their phone

Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i .com Sources: Pew Research Center, Tabulations of U .S . Census Bureau population; Forbes .com: “2015 is The Year of the Millennial Customer”; 2013 Millennial Impact Report; GWI – Platform Usage Among Millennials; Network for Good - The Millennial Donor Playbook; Blackbaud: The Next Generation of American Giving

Touchpoints:Which channels

and platforms are the best ways to

reach millennials?

Insights+ Opportunities

SOCIAL MEDIA: Stay in touch & make connections

EMAIL + WEBSITE: Provide information, CTA

“ Sharing to social media is more powerful fundraising than trying to meet a business owner. Friends may donate less, but there are more of them”

FacebookInstagram

Twitter

SnapchatPinterest

49%28%

24%23%

22%

PLATFORM USAGE AMONG MILLENNIALSQ4 2015, USA

TOP ACTIONS ONNONPROFIT WEBSITES

65% 4 5OUT OF

Focus on building an emotional connection through storytelling about your cause and the success it has achieved through donations

Give Millennials multiple options to achieve one, clear call to action whatever the time of day and wherever they are

Provide opportunities to connect Millennials with their peers on a shared passion to enact a movement of change for a cause

Catch Millennials where they already spend their time – social media and online – and encour-age social sharing to those in their network

Of Millennials use their phone to check out a nonprofit’s Facebook

Of Millennials like to see nonprofits post success stories

Of Millennials are actively connected to 1-5 charities

70%60%49%

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AccessSocialbakers .com/statistics/facebook/

CapabilitiesNonprofit social media reports exploring top pages, fan demographics, and fastest growing pages

AccessTailwindapp .com

CapabilitiesProvides high level weekly summaries of your nonprofit activities; can schedule pins, monitor your page and measure results

AccessYouTube .com/trendsdashboard

CapabilitiesTracks what is trending on YouTube for a given time period, allowing you to filter by location, user age and gender

AccessSimplyMeasured .com/free-social-media-tools

CapabilitiesShows how your Vine Tweets are engaging followers and which Vines are being shared the most . Note: Must post 3 times a week to analyze

AccessFollowerWonk .com

CapabilitiesSearch Twitter bios by keywords to find relevant superfans

AccessAllMyTweets .net

CapabilitiesAggregates last 3K tweets of any user into one page to easily search by keyword

AccessIconoSquare .com

CapabilitiesTracks how many people have mentioned a particular hashtag and lists similar hashtag usage

FacebookSocialbakers

TwitterFollowerWonk

InstagramIconosquare

VineSimply Measured

YoutubeYouTube Trends Dashboard

PinterestTailwind

AllMyTweets

DIY/Free Insights Tools

By Platform:

7

Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i .com

Trend Insights:

AccessAdwords .Google .com/KeywordPlanner

CapabilitiesProvides related search terms and search volume estimates on specific keywords; breaks out which devices a keyword is most searched on

Google Keyword Planner

AccessGoogle .com/trends

CapabilitiesSearch data is used to provide valuable insight and context to emerging trends and interests for consumers over time

Google Trends

AccessInsight .GlobalWebIndex .net/subscribe

CapabilitiesDaily email providing charts analyzingconsumer and platform behavior across regions and demographics

Global Web Index

AccessYPulse .com/registration#bronze

CapabilitiesDaily email providing trends and online articles regarding Millennial interests, perceptions and innovations

Ypulse

AccessBlackbaud .com

CapabilitiesCombines technology solutions and expertise to provide tools, research and newsletters for nonprofits

Blackbaud

AccessSmile .Amazon .com

CapabilitiesWebsite operated by Amazon that will donate 0 .5% of a shopper’s purchase to the charity of the shopper’s choice

Amazon Smile

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*Updated February 2016

Need to Know

Most established social channel; broad reach in US &

global. Very advanced targeting; paid ads

necessary.

Started by a high school dropout; now owned by

Yahoo. Blogging platformfor the creative set.

How People Use It

How Brands Use It

Who’s On It

What It Can Help Achieve

MajorKPIs

ContentTypes

Everyone, with a majority of Millennial users living in U.S.,

India & Brazil.However, teens are using it

less, and differently (more for networking)

Teens and Millennials.56% users are 18-34.

Popular amongst the fashion, art, entertainment, food &

creative set.

Go-to social network for many demos. Browsing the feed;

keeping up with friends; sharing news/photos; sharing &

discovering content;planning events. Also used for

customer service.

Curating & creating content that provides a window into

their personalities, interests, etc. Riffing on pop culture,

trends, humor, etc. Following others who inspire them.

Publish high quality visual content, often an extension of brand campaigns. Elicit action (social engagement, clicks to

website, video views, etc.) from fans & non-fans. Can do very robust demo & interest targeting. Increasingly as a

sounding board forcustomer service.

Maintain branded Tumblrpage & curate experience through reblogs & original

content. Engage withTumblr influencers.

Some convergence withYahoo advertising.

AwarenessBrand Equity

Purchase IntentTrial (Mainly Entertainment)

Traffic (for Publishers)Reach New Audiences


Brand EngagementTraffic

Video, strong visuals (print quality) with less than 20% text

on image; link andcarousel ads

Text, photo, quote, link, chat, audio, video. Photos and GIFs

tend to perform best.

Impressions, Video Views, CTR, CPE, CPM, Likes, Comments,

Shares, Frequency, % of audience reached

Engagements (likes,Reblogs), Impressions,

Follows, Clicks, Views, ER

MAU 1.55 BillionN/A - Tumblr tracks audience

based on blog network & dashboard

Paid Media Yes - Robust

Yes – Fairly robust with research capabilities & brand

lift studies

Facebook made community growth a priority on IG. Very high

engagement rates relative to other channels.

Millennial parents,millennials, teens.

Audience is getting more mainstream.

Showcase their daily lives in a unique and artistic way.

Discover other brands/users that resonate with personal interests. Become content

creators by consistently inventing ways to utilize the

platform with hacks.

Share high-qualitycreative showcasing the brand or product in unique/innovative

ways to increase affinity.Engage with audiences by

utilizing and viewing hashtags. Leverage influencers to create UGC content increasing reach

and awareness of the brand/product.


Brand EngagementPurchase Intent

Reach New Audiences

Strong visuals - artistically created, specific look & feel

with “filters”15-second looped videos,

link and carousel ads

Likes, Reach, Impressions, Eng. Rate, Hashtag use, Clicks, CPC

400 Million

Yes – Leverages Facebook Ads API

Very well established w/ strong ad products &

potential for wide reach, though audience is

more niche.

A fairly wide audience, with pops in:

Tech, Marketing, African American, Entertainment,

Politics

Many are spectatorsrather than active participants, discovering content, articles &

news. Others use it for 1:1 engagement with friends, peers,

celebrities & brands. Lots of customer service inquiries.

Real-time participationin cultural events. Publish high

quality visual & text based content. Ask questions & have

1:1 conversation withconsumers & influencers.

Host Twitter chats & parties. Respond to customer

service inquiries.

AwarenessFan

Brand EquityBrand Engagement


Traffic (for Publishers)Reach New Audiences

140 character limitText-based, image content, videos, live-stream content

& GIFs

Retweets, @replies, Likes, Followers, Impressions, CTR,

CPFHashtag use

325 Million

Yes - Robust

200 Million

Mobile app, catering to the <25 demo. Expiring images & videos, 24-hour “stories” and

a Discover tab.

13-34 year olds, over 100MM daily active

Snapchatters and growing

1:1 photo/video messages that expire after 24 hours.

Daily storytelling to friends via 24-hour “story” feature.

Access publicationsourced stories

Showcase exclusive, behind-the-scenes content,

which should be entertaining and

spontaneous. Work with influencers to engage fans.

Buy 3V Ads, integrated into content on Live and

Discover.

Views, Screenshots,Replays, Filter Usage, Filter

Impressions

Yes – Discover, Stories, Geofilters, Lenses

Photos, videos, drawings, emojis, text


Brand EngagementYoung Audiences

Owned by Twitter. Launched the short-form video craze.

Very influencer driven.Nearly all mobile.

Early adopters,Millennials and teens.

Hardcore content creators.

Consuming & sometimes creating fun, interesting

6-second videos. Following influential

content creators.

Creating 6-second videos -one-offs or, increasingly, whole storylines in 6-sec

episodes. Leverageinfluencers to create

brand content.


6-second videos

Re-vines, Comments, Loops (# of times

video is played)

Est. 200 MillionVines watched

No

Where people go to “createtheir own future” and “discover, save, do.” Updates to search are

indicative of a focus on the “Discover” portion of the platform.

80% of usage happeningon mobile.

Mostly US and women 25-54, also reaches 40% of

Millennials online and has seen 120% YoY growth of

men. International community makes up 45%

of users.

73% of Pinners use Pinterest to plan for the future.

Discovering new things & products; getting inspired;

planning their lives and purchases.

Businesses currently create 2/3 of platform content. Publish

high quality content with rich, keyword focused descriptions &

vertical imagery. Integrate Pinterest button on website & optimize web content, Create rich & promoted pins to make

content more discoverable.


Brand EngagementTrafficSales

Purchase Intent

Strong vertical visuals with links back to brand site and strong

keywords for search descriptions, Buyable Pins, Video, GIF

Repins, Likes, Impressions, Unique Viewers, Clicks,

CPE, CPC, CPA, Installs, Closeups, Purchases

100 Million

Yes – Robust with Buyable Pins

Owned by Google. 2nd most popular search engine. 6 billion hours of video viewed per month.

Focused on user acquisition and content discovery; direct

integration with user‘s Twitter feeds.

Everyone. Especially Millennials (72%), GenX(58%), and teens 14-17

(81.9%)

80% of userbase is 16-34 year olds

Watching videos, uploading videos,

following video creators (now celebrities in their

own right).

To broadcast their lives in real time and comment on

other's lives. Frequently seen/used as a platform

for broadcasting breaking news stories oftrending events.

Distribute TV commercials and other video content, and

create unique web-based video content including Virtual Reality and 360

video. Leverage influencers to create video content. Paid media - pre-roll, banners,

in-video, TrueView etc.

To live stream activations, behind-the-scenes, and exclusive , one-of-a-kind content.



Reach New Audiences

Brand EngagementBrand Equity

Reach New Audiences

Short & long form video

Video Views,Video Completion Rate,

Likes, Comments

Likes, Views,Retention Rate

Live video streamsChat bubbles

1 Billion 10 Million+

Yes - Robust No

Social Platform Cheat Sheet

9

facebook

Go-to social network for manydemos. Browsing the feed; keeping

up with friends; sharing news/photos; sharing & discovering content; planning events. Also, used for

customer service.

content type

photo gif video

$Paid capabilities

Yes – with less than 20% text on image; video, link, reach & frequency and carousel ads; TRP buying, mobile audience network

(apps & mobile web), canvas.

what to achieveAwareness

Brand EquityPurchase Intent

Trial (Mainly Entertainment)Traffic (for Publishers)Reach New Audiences

Major KPIS

monthly active users

1.55B

Impressions, Video Views,CTR, CPE, CPM, Likes,

Comments, Shares, Frequency,% of audience reached

Who's On It

PERSONAL USE

Everyone, including a majority of Millennial users living in US, India & Brazil. Teens are using it less, and differently (more for networking).

Publish high-quality visual content, often an extension of brand

campaigns. Elicit action (social engagement, clicks to website, video

views, etc.) from fans & non-fans. Can do robust demo & interest targeting. Increasingly as a sounding board for

customer service.

BRAND USE

Most established social channel; broad reach in US & global. Advanced targeting; paid ads necessary.

Updated March 2016

INSTAGRAM

Showcase their daily lives in aunique and artistic way. Discover other brands/users that resonatewith personal interests. Become content creators by consistently

inventing ways to utilize theplatform with hacks.

content type

photo gif 15-SEC video

$Paid capabilities

Yes – Leverages Facebook Ads API with some limitations: no headline or

link description for ads that drive offsite, and no video link or video

carousel ads.

what to achieve



Reach New Audiences

Major KPIS


400MM

Likes, Reach, Impressions, Eng. Rate, Hashtag use,

Clicks, CPC

Who's On It

PERSONAL USE

Millennial parents, Millennials, teens. Audience is getting

more mainstream.

Share high-quality creativeshowcasing the brand or product in unique/innovative ways to increase affinity. Engage with audiences by

utilizing and viewing hashtags. Leverage influencers to create UGC

content increasing reach and awareness of the brand/product.

BRAND USE

Platform that prioritizes creative integrity based on an audience that is, primarily, a community of content creators. High engagement rates relative to other channels.

Updated March 2016

TWITTER

Many are spectators rather than active participants, discovering

content, articles & news. Others use it for 1:1 engagement with friends,

peers, celebrities & brands. Lots of customer service inquiries.

content typeTEXT - 140 CHARACTER LIMIT

$Paid capabilities

Yes – Engagement tweets, video &website cards, whitelisting, paid

trending topics, sponsored moments, sponsored emojis.


FansBrand Equity


Trial (Mainly Entertainment)Traffic (for Publishers)Reach New Audiences

Major KPIS


325MM

Retweets, @replies, Likes, Followers, Impressions, CTR,

CPF Hashtag use

Who's On It

PERSONAL USE

A fairly wide audience, typically focused on:

Tech, Marketing, African American, Entertainment, Politics.

Real-time participation in cultural events. Publish high quality visual & text-based content. Ask questions &

have 1:1 conversation with consumers & influencers. Host

Twitter chats & parties. Respond to customer service inquiries.

BRAND USE

Well established with strong ad products & potential for wide reach, though audience is more niche.

photo gif videoUpdated March 2016

FACEBOOK

10

Vine

Consuming & sometimescreating fun, interesting 6-second

videos. Following influential content creators.

content type

6-SEC video

$

None

what to achieve


Major KPIS


Est. 200 MM Vines watched / MONTH

Re-vines, Comments,Loops (# of times video is played)

Who's On It

PERSONAL USE

Early adopters, Millennials& teens.

Hardcore content creators.

Creating 6-second videos –one-offs or, increasingly, whole

storylines in 6-second episodes. Leverage influencers to create

brand content.

BRAND USE

Owned by Twitter. Launched the short-form video craze. Influencer-driven. Nearly all mobile.

Paid capabilities

Updated March 2016

PERSONAL USE

PERISCOPE

Broadcast their lives in real-time and comment on other's lives.

Frequently seen/used as a platform for broadcasting breaking

news stories or trending events.

$

None

what to achieve

Brand EngagementBrand Equity

Reach New Audiences

Major KPIS


10MM+

Likes, Views, Retention Rate

Who's On It80% of user base is 16-34

year olds.

Live-stream activations, behind-the-scenes, and exclusive, one-

of-a-kind content.

BRAND USE

Focused on user acquisition and content discovery; Direct integration with user‘s Twitter feeds.

Paid capabilities

content type

Live StreamVIDEOS

Updated March 2016

YOUTUBE

Watching videos, uploading videos, following video creators (now celebrities in their own right).

content type

Short & long form video

$Paid capabilities

Yes – Pre-roll, banners, in-video, TrueView in-stream and in-display,

overlay ads, skippable/non-skippablevideo ads, sponsored cards.

what to achieve



Reach New Audiences

Major KPIS


1B

Video Views,Video Completion Rate, Likes,

Comments

Who's On It

PERSONAL USE

Everyone, particularly Millennials(72%), Gen X (58%), and teens 14-17

(81.9%).

Distribute TV commercials and other video content, and create

unique web-based content including Virtual Reality and 360°video. Leverage influencers to create

video content.

BRAND USE

Owned by Google. Second most popular search engine. 6 billion hours of video viewed per month.

Updated March 2016

VINE

11

PINTEREST

73% of Pinners use Pinterest to plan for the future.

Discovering new things & products; getting inspired; planning their

lives and purchases.

content type

LINKS PHOTO GIF

$

Yes – Robust with buyable and promoted pins.

what to achieve


Brand EngagementTrafficSales

Purchase Intent

Major KPIS


100MM

Repins, Likes, Impressions, Unique Viewers, Clicks, CPA, CPE, CPC, Installs, Closeups, Purchases

Who's On It

PERSONAL USE

Mostly US and women 25-54, also reaches 40% of Millennials online and has seen 120% YoY growth of

men. International community makes up 45% of users.

Businesses currently create 2/3 of platform content. Publish high

quality content with rich, keyword focused descriptions & vertical

imagery. Integrate Pinterest button on website & optimize web content,

Create rich & promoted pins to make content more discoverable.

BRAND USE

Visual bookmarking tool where people “create their own future” & discover and save creative ideas. 80% of usage happening on mobile.

Paid capabilities

Updated March 2016

TUMBLR

Curating & creating content that provides a window into their

personalities, interests, etc. Riffing on pop culture, trends, humor, etc. Following others who inspire them.

content type $

Yes – Sponsored posts, sponsored videos and sponsored days (i.e.,

exclusive takeover w/ custom unit), sponsored blogs, Radar (GIFs)



Traffic

Major KPIS


N/A - Tumblr tracks audience based on blog network &

dashboard

Engagements (likes, Reblogs), Impressions, Follows, Clicks,

Views, ENG. RATE

Who's On It

PERSONAL USE

Teens and Millennials. 56% users are 18-34.

Popular amongst the fashion, art, entertainment, food & creative set.

Maintain branded Tumblr page & curate experience through reblogs & original content. Engage with Tumblrinfluencers. Some convergence with

Yahoo advertising.

BRAND USE

Started by a high school dropout; now owned by Yahoo. Blogging platform for the creative set.

Paid capabilities PHOTOS & GIFs perform best

photo CHAT video

TEXT QUOTE LINK

Updated March 2016

12

SNAPCHAT

1:1 photo/video messages that expire after 24 hours. Daily storytelling to friends via 24-hour “story” feature. Access publication sourced stories.

$

Yes – Geofilters, Stories, Sponsored Lenses, 3V ads (vertical video views),

Discover (in-flow and title).

what to achieve


Brand EngagementYoung Audiences

Major KPIS


200MM

Views, Screenshots, Replays, Filter Usage, Filter Impressions

Who's On It

PERSONAL USE

13-34 year olds, over 200MM daily active Snapchatters and growing.

Showcase exclusive, behind-the-scenes content, which should be

entertaining and spontaneous. Work with influencers to engage fans.

Buy 3V ads, integrated into content on Live and Discover.

BRAND USE

Mobile app, catering to the <25 demo. Expiring images & videos, 24-hour “stories” and a Discover tab.

Paid capabilities content type

DRAWINGS EMOJIS

PHOTO VIDEO TEXT

Updated March 2016

LINKEDIN

Users are able to create professional profiles and connect with other

authority figures in their verticals and keep up with industry news.

$

Yes – Sponsored Updates, Display, Sponsored InMail, Lead Accelerator,

Text Ads

what to achieve


LeadsPurchase Intent

Traffic

Major KPIS


400MM

Impressions, CPM, CTR, CPC, Likes, Comments, Shares

Who's On It

PERSONAL USE

400MM members; 2B updates per week

There are huge amounts of highly accurate data linked to professional identity and it’s verified through real-

life relationships.

Opportunity to align brands with members’ professional success in a

trusted environment.

BRAND USE

The most effective platform for marketers to engage with professionals.

Paid capabilities content type

LINKS PHOTOS TEXT

Updated March 2016

13

Pack 1Introducing the Org

Pack 2How It Works

Pack 3Additional Info

BeneficiariesThe incredible stories about the

people you are trying to help builds empathy that turns into action

LocationTransport people to the place of action. Where does everything take place? Do you have a storefront, event space, HQ,

or basecamp?

The NeighborhoodHow is your organization connected to

the community? Hometown pride resonates, so be proud of your roots

ReachHow far and wide does your organization

reach? Where does it impact, are there local chapters?

ParticipationWhat can people do to help? What are the opportunities people have to make

a difference?

FactsIs there any data or specific points of the

reason for your cause? The number of people suffering, missing an opportunity,

organisms becoming extinct, etc.

ImpactShare the milestone impact you’ve had on the people, places or things you are

benefiting. Use data and numbers to give your organization crebility

NewsHas your organization been in the news or gotten any press lately?

Volunteer SpotlightThey are the face of your organization and they have their own backstory for why they

are a part of your organization. A little backstory can go a long way

EventsIs there an event or occasion happening

where they can attend or participate? Build anticipation and let them know

the who, what and when

CelebritiesIs there any talent that is a part of your

organization? How are they involved and why? Iconic faces draw attention, and their story creates emotional interest

Business PracticesWhere does the money go?

How is it used? Do 100% of funds benefit the organization directly?

STORY PACKS—for good

Topic

People Brand Affinity

PlaceBrand affinity

ThingsDonations/action

NewsDonations/action

Story Packs—for good

14

www.facebook.com/business/a/creativeworkshop

1. ObjectivesWhat do you want to achieve?

How are you going to use advertising to get this result?

2. AudienceWho matters to your business?

What barriers and motivators are there to them taking your desired action?

Facebook has designed an easy to follow 6 step process to help your business create best in class creative campaigns.

3. BrandWhat makes your business unique?

Why do people keep buying from you and not your competitors?

4. StoriesWhat stories could we tell that will link our products to our audience’s lives?

What big themes could we make posts about?

5. AssetsHow can we get unique content to tell our stories?

What assets do we already have?

6. ExecutionHow can we make our ads mobile feed friendly?

What are the best practices to optimize our posts to the platform?

Strategy Ideas Production

Building SuccessfulCampaigns

15

Choosing an Image:Be authentic.

Use photos of your own business.

Select an image that supports the text.

Aim for high quality & crisp images.

No clip art. No clip art. No clip art.

Text supports brand’s belief that coffee is an art.Speaks in terms of what’s in it for the customer. Is supported by an authentic, high quality image. https://www.facebook.com/business/a/creative-tools

How to Post?Now that you know what you want to post, here are some basic tips for choosing the text and images that will go in your post.

Writing Text:Be authentic. Write in the voice of your business. Are you quirky? Serious? Adventurous?

Keep it short. Stick to what is most important.

If you have a specific action you want, ask for it. (i.e. Visit our store)

Speak in terms of your customer’s needs. Instead of “Our cookies a re gr eat,” try “Satisfy your cookie craving.”

Spellcheck. Spellcheck. Spellcheck.

Like Comments Share

1,447 Likes 67 Comments

Every time you order a cappuccino, our baristascreate a custom piece of art just for you.

Cafe DadaSponsored

Suggested Post

10:41 AMAT&T

16

SEO Tips & Best PracticesSearch engine optimization is a process that seeks to drive increased traffic from search engines . This is accomplished by ensuring websites adhere to certain technical and architectural best practices, while delivering relevant and valuable content to search engine users .

It is essential to use keywords in title tags, page headings and body content

Incorporating keywords helps establish your relevance to search engines

Body copy should include your target keywords, but write for users first!

Don’t stuff too many keywords into one page – if a topic is important enough, it should have its own dedicated page

When hyperlinking between pages on your site, use keywords in anchor text

On-Page Optimization

On-Site Optimization Off-Site Optimization Helpful SEO ToolsText-based navigation is critical for search engines to crawl your site

Use HTML & XML sitemaps to ensure your content is easily discoverable

If a URL needs to change, use a 301 redirect

Search engines do not understand javascript, rich media, images and video content well, but methods exist to optimize each for search

Avoid duplicate content on your site

Ensure your site is mobile-friendly

Search engines view hyperlinks pointing to your URLs from other trusted and relevant sites as strong votes of authority

Other off-site signals like social shares and consistent mentions of your business name, address and phone number are also key

Google only values links that are obtained “naturally” – schemes such as paying other sites to link to yours can get you penalized in search results

Creating useful, shareable content and engaging online influencers is the best way to build quality links

Google Search Console – free webmaster SEO toolset: https://www .google .com/webmasters/tools/

Google Keyword Planner – free keyword ideas, volume #s: https://adwords .google .com/KeywordPlanner

Google My Business – manage your local Google listings: https://www .google .com/business/

Screaming Frog – desktop site spider software: https://www .screamingfrog .co .uk/seo-spider/

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Term Definition

Actions The number of actions taken on your ad, Page, app or event after someone viewed your ad, even if they didn’t click on it. Actions include Page likes, app installs, conversions, event responses and more. For example, 2 Page likes and 2 comments would be counted as 4 actions.

Activity The total number of times your conversion- tracking pixel fired each day in the last 7 days. If the pixel is linked to your Facebook ads, you can view conversions from those ads in the Reports section of Ads Manager.

Ad Auction For each ad impression, our ad auction system selects the best ads to run based on the ads’ maximum bids and ad performance. All ads on Facebook compete against each other in this process, and the ads that our system determines are most likely to be successful will win the auction. If you’d like to make your ad more competitive in the auction, you may want to raise your bid. We’ll only charge you the bid necessary to win the auction. The bid that wins may be lower than the maximum bid you’ve set for your ads, so we recommend you enter your true maximum bid. This will increase the likelihood that you don’t miss out on clicks or impressions that you otherwise could’ve received. We also recommend you refine your targeting to make sure you’re reaching a relevant audience that’s more likely to engage with your ads.

Attribution Window Refers to the maximum length of time between click and conversion that you use to calculate return on ad spend.

Bid You can use automatic or manual bidding depending on how you want to pay for your ad. - Using automatic bidding will set your bid so that it’s optimized to help you reach your objective. (ex: “Get the most website conversions at the best price” or “Get the most installs at the best price”). You’ll see this under Pricing when you create an ad. - Using manual bidding (ex: “Set the amount a conversion/app install etc. is worth to you”) will let you pick a target maximum bid. If you use manual bidding, note that for some optimization goals (ex: Page likes, post engagement, website conversions, daily unique reach), we deliver ad impressions to people with the goal of generating your desired outcome at or below the bid you specify. Occasionally, as our system tries to predict who in your target audience will be most likely to take your desired action, your average cost per outcome may exceed your bid. In general, your average costs should be equal to or lower than your bid. If you’re optimizing for clicks (CPC) or impressions (CPM), you’ll be charged no more than the bid you specify.

Bounce Rate The percentage of visitors to a particular website who navigate away from the site after viewing only one page

Conversion Tracking Pixel Conversions are customer-completed actions, like purchases or adding to a cart on a website. A conversion pixel is a piece of JavaScript code that places a blank 1x1 pixel image on your website. When someone visits a page of your website where you have installed a conversion pixel, the pixel will ping Facebook and record their visit and information such as whether they saw any of your ads. Conversion pixels are used to to track if a person has landed or converted on a specific web page (ex: adding a product to a cart or clicking a button to buy a product).

ConvR (CVR) Conversion Rate, calculated as conversions/clicks

Glossary

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CPA Cost per action: A metric that measures how much your business pays in order to attain a conversion; calculated as spend/actions

CPC Cost per click, calculated as spend/clicks CPC (All) = Cost per click for all clicks on your ad. The amount you’re charged each time someone interacts with your ad. Your total charges are based on the amount you spent on the ad divided by all clicks the ad received. CPC (Link) Cost per click to link. The amount you are charged each time someone clicks on the link in your ad that directs people off Facebook. Your total charges are based on the amount you spent on the ad divided by the clicks to link the ad received. CPConv= Cost Per Conversion, calculated as spend/conversions

CPE Cost per engagement, calculated as spend/conversions

CPL Cost per like OR Cost per lead, calculated as spend/likes or spend/leads

CPM The average cost you’ve paid to have 1,000 impressions on your ad, calculated as Spend/(Impressions/1000) or (Spend*1000)/Impressions

CTR Click-through rate, calculated as clicks/impressions - CTR (All): The total number of clicks you received (ex: offsite clicks, likes, event responses) divided by the number of impressions. - Unique CTR: Unique click-through rate for all clicks. The number of people who clicked anywhere in your ad, divided by the number of people you reached. Ex: if you received 20 unique clicks and your ad was shown to 1,000 unique people, your unique click-through rate would be 2%.

Custom Audience A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook.

Engagements Engagement quantifies how much user interaction there is with your campaign. - Promoted Accounts: Instead of engagement, we measure follow rate, or the number of follows on a Promoted Account compared to number of impressions. Clicks will still factor into the resonance score but you’re only charged when a user actually follows you. See Follow Rate or CPF. - Promoted Tweets: The number of clicks, Retweets, likes, follows and replies on a Promoted Tweet. - Promoted Trends: The number of clicks, Retweets, likes, follows and replies on the Promoted Tweets connected to the Promoted Trend.

Engagement Rate Engagement Rate, calculated as engagements/impressions

Frequency Frequency is the average number of times your ad was shown to each person. You may see this number both at the ad and ad set level of a campaign.

Impressions The number of times your ad is served, or shown in a search results page. We only count impressions on promoted content, so any impressions generated organically are not counted. - On Mobile this is counted as the first time the ad was viewed - On Desktop and Right-Hand Side, it is counted as how many times it was loaded on the screen - Promoted Accounts: The number of users who see a Promoted Account. - Promoted Tweets: The number of users who see a Promoted Tweet either in their Home timeline or search results. - Promoted Trends: The number of users who view the Promoted Trend.

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Lookalike Audiences This is a type of audience that’s created by Facebook to help advertisers reach people who are similar to an audience that they care about.

Multi-channel Attribution Weighted model that gives the most credit to clicks closest to conversion or to the first and last touch points and less to the touch points in the middle of the funnel.

Page Engagement The number of actions related to the Page and your Page’s posts as a result of your ad.

Page Mentions The number of mentions of your Page as a result of your ad.

Post Engagements The number of actions (ex: likes, comments, shares, photo views, link clicks, video views) related to your Page’s posts as a result of your ad.

Relevance Twitter recommends your Promoted Tweets and Promoted Account to the most relevant users by combining the following two sets of information: 1. Implicit information about your account and followers - Twitter looks at your followers and then looks for similar accounts that you share a number of followers with, including competitors and accounts more generally associated with topics relevant to your brand 2. Explicit information about your target’s interests - Twitter finds experts on the interest groups you select within your campaign setup tool Relevance Score: A scale of 1 (lowest) to 10 (highest) based on the positive and negative feedback your ad receives. Your ad needs to be seen by at least 500 people to receive a relevance score.

Resonance Measures user interaction with Tweets to help determine which ones are shown and which ones are not. Conceptually, it’s a metric that reflects the combination of all parts of a company’s interaction with its customers on Twitter.

Source Audience A source audience is the audience a Lookalike Audience is based on.

Targeted Audience Targeted audience is the number of people your targeting can reach. You’ll see an estimate of this, like the estimate you see while creating an ad. Use the Audience graph to see the difference between how many people you’re actually reaching and how many people you could be reaching. Increase your bids and budget to reach more of your targeted audience.

Unpublished Page Post or “Dark Post”

An unpublished Page post is a Page post created in Power Editor that will appear in News Feed but not on your Page. It allows you to create an ad for that post without it appearing on your Page’s Timeline.

User Fatigue Limits the number of times a user will see the same component of a promoted campaign. We consider user fatigue in order to prevent a disruptive experience.

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