EverTrue Near You! Pomfret Fall 2013

  • 520 views
Uploaded on

A Presentation from Harvey, Dean of Marketing Affairs at EverTrue, at a "EverTrue Near You" event at Pomfret School on October

A Presentation from Harvey, Dean of Marketing Affairs at EverTrue, at a "EverTrue Near You" event at Pomfret School on October

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
520
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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?
  • 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 Twitter Capacity LinkedIn Job Information Measuring Social Influence
  • 9. Start with a Boost Expanding Your Reach Through Facebook Ads Utilizing Who and What Was Followed, Liked or Commented
  • 10. Facebook as a Country...* China India Facebook USA *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 Ad Utilizing Who and What Was Followed, Liked or Commented
  • 13. 1. External Ads • An ad to an external link Annual Giving Page Alumni App Download
  • 14. 1. App Installs
  • 15. 2a. Engagement Ads • An Ad for a Page, Facebook App or Event Alumni Association Page Promotion
  • 16. 2b. Engagement: Sponsored Stories • Ads through engagement: likes & comments Chapter Page Promotion
  • 17. 3. Engagement: Promoted Posts
  • 18. Three Steps in a Facebook Ad Design > Targeting > Launch
  • 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. 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 Twitter Capacity LinkedIn Job Information Measuring Social Influence
  • 30. @EverTrue evertrue.com/blog evertrue.com/resources harvey@evertrue.com