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

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...

26. Pinpoint Community Interests

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

28. Social Donors Microscopes

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

35. @EverTrue
evertrue.com/blog
evertrue.com/resources
harvey@evertrue.com