evertrue near you! pomfret fall 2013
DESCRIPTION
A Presentation from Harvey, Dean of Marketing Affairs at EverTrue, at a "EverTrue Near You" event at Pomfret School on OctoberTRANSCRIPT
- 1. Moving Beyond Social Engagement: Finding Social Relevancy
2. Weve Got Time to Cover: Social Engagement versus Social Relevancy Utilizing Social Relevancy for Advancement How to: Facebook Ads Two Social Donor Microscopes 3. 80% Of Advancement Offices are on Twitter 4. 96% Of Advancement Offices are on Facebook 5. WHY? 6. Social Engagement Social Activity:Speaking to Constituents ~ Likes, Followers and Comments 7. Social Relevancy Social Analysis:Utilizing Who and What Was Followed, Liked or Commented 8. Willingness Facebook Page Likes Sharing Content on TwitterCapacity LinkedIn Job Information Measuring Social Influence 9. Start with a Boost Expanding Your Reach Through Facebook AdsUtilizing Who and What Was Followed, Liked or Commented 10. Facebook as a Country...*ChinaIndiaFacebookUSA*Wikipedia Country Populations 11. 23% of Facebook Users Check Their Account at Least 5x a Day**Inbound Marketing Agents 12. How to: Facebook Ads Two Basic Types Three Steps in Making a Facebook AdUtilizing Who and What Was Followed, Liked or Commented 13. 1. External Ads An ad to an external linkAnnual Giving PageAlumni App Download 14. 1. App Installs 15. 2a. Engagement Ads An Ad for a Page, Facebook App or EventAlumni Association Page Promotion 16. 2b. Engagement: Sponsored Stories Ads through engagement: likes & commentsChapter Page Promotion 17. 3. Engagement: Promoted Posts 18. Three Steps in a Facebook Ad Design > Targeting > Launch 19. But, Heres Some Questions 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 BudgetHow am I going to measure my success? Click-Through Rates? Conversions? 20. 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 21. 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 22. Find the Power Editor 23. Your Custom List is Awaiting... 24. Pinpoint Community Interests 25. 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 26. Social Donors Microscopes 27. Social Engagement Social Activity:Speaking to Constituents ~ Likes, Followers and Comments 28. Social Relevancy Social Analysis:Utilizing Who and What Was Followed, Liked or Commented 29. Willingness Facebook Page Likes Sharing Content on TwitterCapacity LinkedIn Job Information Measuring Social Influence 30. @EverTrue evertrue.com/blog evertrue.com/resources [email protected]