Social Advertising for Nonprofit
Advocacy
Colin Delany | @epolitics
Colin Delany

Former political staffer (Texas)

Founder/editor Epolitics.com

Online communications
consultant

Politi...
Why Social Advertising?
Common Goals:

Recruiting

Content promotion

Persuasion
Why Social Advertising?
When Does Social Advertising Make Sense?

Sometimes (often?) not at all....
Why Social Advertising?
When Does Social Advertising Make Sense?

Building a following

Activating your following

Prom...
Why Social Advertising?
The Mobile Connection

Social ads ARE mobile ads, in many cases
Platforms

Facebook

Twitter

Instagram/LinkedIn/Pinterest
Facebook Ads

Sidebar

Timeline/Mobile Timeline

Boosted Posts
Facebook Ads
Facebook Ads
Facebook ad targeting options

Geotargeting

Demographics

Interests

Connections

Custom audiences
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Twitter Ads

Promote a feed

Promote a tweet
Twitter Ads
What IS online advocacy?
Twitter Ads
Twitter Ads
Targeting options

By feed (target a feed's followers, or similar)

Interests

Keywords

TV shows

Custom...
Twitter Ads
LinkedIn

Can target by job title, job skills

Also has "promoted" story feature
Instagram

Highly vetted

Limited number of advertisers

Future potential
Pinterest

"Promoted pins"

Limited number of advertisers, must apply
Thank You
Colin Delany
Epolitics.com
cpd@epolitics.com
@epolitics
+1 202 422 4682
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Social Advertising for Issue Advocacy

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Social media advertising options have expanded dramatically in recent years, but many online advocacy organizations aren’t aware of the messaging and targeting opportunities now available, often at low cost. This presentation will examine the most useful social advertising channels currently available and in particular, this session will explore when it makes sense to consider employing social ads and when it doesn't.

Presenter: Colin Delany, Epolitics.com

RELATED LINKS:
Epolitics.com
https://www.salsalabs.com/support-community/blog

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Social Advertising for Issue Advocacy

  1. 1. Social Advertising for Nonprofit Advocacy Colin Delany | @epolitics
  2. 2. Colin Delany  Former political staffer (Texas)  Founder/editor Epolitics.com  Online communications consultant  Political advocate
  3. 3. Why Social Advertising? Common Goals:  Recruiting  Content promotion  Persuasion
  4. 4. Why Social Advertising? When Does Social Advertising Make Sense?  Sometimes (often?) not at all....
  5. 5. Why Social Advertising? When Does Social Advertising Make Sense?  Building a following  Activating your following  Promoting a message  Promoting an event  Reaching influencers  Persuasion/awareness raising
  6. 6. Why Social Advertising? The Mobile Connection  Social ads ARE mobile ads, in many cases
  7. 7. Platforms  Facebook  Twitter  Instagram/LinkedIn/Pinterest
  8. 8. Facebook Ads  Sidebar  Timeline/Mobile Timeline  Boosted Posts
  9. 9. Facebook Ads
  10. 10. Facebook Ads Facebook ad targeting options  Geotargeting  Demographics  Interests  Connections  Custom audiences
  11. 11. Facebook Ads
  12. 12. Facebook Ads
  13. 13. Facebook Ads
  14. 14. Facebook Ads
  15. 15. Twitter Ads  Promote a feed  Promote a tweet
  16. 16. Twitter Ads What IS online advocacy?
  17. 17. Twitter Ads
  18. 18. Twitter Ads Targeting options  By feed (target a feed's followers, or similar)  Interests  Keywords  TV shows  Custom data
  19. 19. Twitter Ads
  20. 20. LinkedIn  Can target by job title, job skills  Also has "promoted" story feature
  21. 21. Instagram  Highly vetted  Limited number of advertisers  Future potential
  22. 22. Pinterest  "Promoted pins"  Limited number of advertisers, must apply
  23. 23. Thank You Colin Delany Epolitics.com cpd@epolitics.com @epolitics +1 202 422 4682

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