0
Moving Beyond Social Engagement:
Finding Social Relevancy
We’ve Got Time to Cover:
• Social Engagement versus Social Relevancy
• Utilizing Social Relevancy for Advancement
• How to...
80%
Of Advancement Offices are on Twitter
96%
Of Advancement Offices are on Facebook
WHY?
Social Engagement
Social Activity:

Speaking to Constituents ~ Likes, Followers and Comments
Social Relevancy
Social Analysis:

Utilizing Who and What Was Followed, Liked or Commented
Willingness
Facebook Page Likes
Sharing Content on Twitter

Capacity
LinkedIn Job Information
Measuring Social Influence
Start with a Boost
Expanding Your Reach Through Facebook Ads

Utilizing Who and What Was Followed, Liked or Commented
Facebook as a Country...*

China

India

Facebook

USA

*Wikipedia Country Populations
23% of Facebook Users Check
Their Account at Least 5x a Day*

*Inbound Marketing Agents
How to: Facebook Ads
• Two Basic Types
• Three Steps in Making a Facebook Ad

Utilizing Who and What Was Followed, Liked o...
1. External Ads
• An ad to an external link

Annual Giving Page

Alumni App Download
1. App Installs
2a. Engagement Ads
• An Ad for a Page, Facebook App or Event

Alumni Association Page Promotion
2b. Engagement: Sponsored Stories
• Ads through engagement: likes & comments

Chapter Page Promotion
3. Engagement: Promoted Posts
Three Steps in a Facebook Ad
Design > Targeting > Launch
But, Here’s Some Questions First
•What are my goals?
Donations? Reach? Attendance?

•How long will my campaign be?
End of ...
Design > Targeting > Launch
• External Ad v. Engagement Ad
• Good Grammar and Nice Manners
• Insert Your Message in Your I...
Design > Targeting > Launch
to whom is my ad designed?
• Location, Age, Sex
• Interests (Extracurriculars)
• Friends of Fa...
Find the Power Editor
Your Custom List is Awaiting...
Pinpoint Community Interests
Design > Targeting > Launch
• Terminology: Campaigns contain Ads
• Do not run an ad longer than 7 days
• CPC: Cost Per Cli...
Social Donors Microscopes
Social Engagement
Social Activity:

Speaking to Constituents ~ Likes, Followers and Comments
Social Relevancy
Social Analysis:

Utilizing Who and What Was Followed, Liked or Commented
Willingness
Facebook Page Likes
Sharing Content on Twitter

Capacity
LinkedIn Job Information
Measuring Social Influence
@EverTrue
evertrue.com/blog
evertrue.com/resources
harvey@evertrue.com
EverTrue Near You! Pomfret Fall 2013
EverTrue Near You! Pomfret Fall 2013
EverTrue Near You! Pomfret Fall 2013
EverTrue Near You! Pomfret Fall 2013
EverTrue Near You! Pomfret Fall 2013
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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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Transcript of "EverTrue Near You! Pomfret Fall 2013"

  1. 1. Moving Beyond Social Engagement: Finding Social Relevancy
  2. 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. 3. 80% Of Advancement Offices are on Twitter
  4. 4. 96% Of Advancement Offices are on Facebook
  5. 5. WHY?
  6. 6. Social Engagement Social Activity: Speaking to Constituents ~ Likes, Followers and Comments
  7. 7. Social Relevancy Social Analysis: Utilizing Who and What Was Followed, Liked or Commented
  8. 8. Willingness Facebook Page Likes Sharing Content on Twitter Capacity LinkedIn Job Information Measuring Social Influence
  9. 9. Start with a Boost Expanding Your Reach Through Facebook Ads Utilizing Who and What Was Followed, Liked or Commented
  10. 10. Facebook as a Country...* China India Facebook USA *Wikipedia Country Populations
  11. 11. 23% of Facebook Users Check Their Account at Least 5x a Day* *Inbound Marketing Agents
  12. 12. How to: Facebook Ads • Two Basic Types • Three Steps in Making a Facebook Ad Utilizing Who and What Was Followed, Liked or Commented
  13. 13. 1. External Ads • An ad to an external link Annual Giving Page Alumni App Download
  14. 14. 1. App Installs
  15. 15. 2a. Engagement Ads • An Ad for a Page, Facebook App or Event Alumni Association Page Promotion
  16. 16. 2b. Engagement: Sponsored Stories • Ads through engagement: likes & comments Chapter Page Promotion
  17. 17. 3. Engagement: Promoted Posts
  18. 18. Three Steps in a Facebook Ad Design > Targeting > Launch
  19. 19. 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?
  20. 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. 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. 22. Find the Power Editor
  23. 23. Your Custom List is Awaiting...
  24. 24. Pinpoint Community Interests
  25. 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. 26. Social Donors Microscopes
  27. 27. Social Engagement Social Activity: Speaking to Constituents ~ Likes, Followers and Comments
  28. 28. Social Relevancy Social Analysis: Utilizing Who and What Was Followed, Liked or Commented
  29. 29. Willingness Facebook Page Likes Sharing Content on Twitter Capacity LinkedIn Job Information Measuring Social Influence
  30. 30. @EverTrue evertrue.com/blog evertrue.com/resources harvey@evertrue.com
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