EverTrue Near You! Pomfret Fall 2013
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A Presentation from Harvey, Dean of Marketing Affairs at EverTrue, at a "EverTrue Near You" event at Pomfret School on October
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EverTrue Near You! Pomfret Fall 2013
- 1. Moving Beyond Social Engagement: Finding Social Relevancy
- 2. We’ve 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?
- 7. Social Engagement Social Activity: Speaking to Constituents ~ Likes, Followers and Comments
- 9. Social Relevancy Social Analysis: Utilizing Who and What Was Followed, Liked or Commented
- 10. Willingness Facebook Page Likes Sharing Content on Twitter Capacity LinkedIn Job Information Measuring Social Influence
- 11. Start with a Boost Expanding Your Reach Through Facebook Ads Utilizing Who and What Was Followed, Liked or Commented
- 12. Facebook as a Country...* China India Facebook USA *Wikipedia Country Populations
- 13. 23% of Facebook Users Check Their Account at Least 5x a Day* *Inbound Marketing Agents
- 14. How to: Facebook Ads • 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
- 16. 1. App Installs
- 17. 2a. Engagement Ads • An Ad for a Page, Facebook App or Event Alumni Association Page Promotion
- 18. 2b. Engagement: Sponsored Stories • Ads through engagement: likes & comments Chapter Page Promotion
- 19. 3. Engagement: Promoted Posts
- 20. Three Steps in a Facebook Ad Design > Targeting > Launch
- 21. But, Here’s 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 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 Power Editor
- 25. Your Custom List is Awaiting...
- 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
- 32. Social Engagement Social Activity: Speaking to Constituents ~ Likes, Followers and Comments
- 33. Social Relevancy Social Analysis: Utilizing Who and What Was Followed, Liked or Commented
- 34. Willingness Facebook Page Likes Sharing Content on Twitter Capacity LinkedIn Job Information Measuring Social Influence