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welcome to
powered by
THANKS TO OUR CONTRIBUTORS
3
Table of Contents
The Millennial Donor. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . ...
4
Millennials (aged
18-32) are now the
largest generation in
the US totaling nearly
In the coming decades, this group
is e...
5
Of Millennials
receive emails
from at least
one nonprofit
1. Connect to social
2. Donate to nonprofit
3. Read blog posts...
6
Access
Socialbakers.com/statistics/facebook/
Capabilities
Nonprofit social media reports exploring top
pages, fan demogr...
7
Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i.com
Trend Insig...
8
*Updated February 2016
Need to
Know
Most established social
channel; broad reach in US 
global.Very advanced
targeting; ...
9
facebook
Go-to social network for many
demos. Browsing the feed; keeping
up with friends; sharing news/photos;
sharing  ...
10
Vine
Consuming  sometimes
creating fun, interesting 6-second
videos. Following influential
content creators.
content ty...
11
PINTEREST
73% of Pinners use Pinterest to
plan for the future.
Discovering new things  products;
getting inspired; plan...
12
SNAPCHAT
1:1 photo/video messages that expire
after 24 hours. Daily storytelling to
friends via 24-hour “story” feature...
13
Pack 1
Introducing the Org
Pack 2
How It Works
Pack 3
Additional Info
Beneficiaries
The incredible stories about the
pe...
14
www.facebook.com/business/a/creativeworkshop
1. Objectives
What do you want to achieve?
How are you going to use
advert...
15
Choosing an Image:
Be authentic.
Use photos of your own business.
Select an image that supports the text.
Aim for high ...
16
SEO Tips  Best Practices
Search engine optimization is a process that seeks to drive increased traffic from search engi...
17
Term Definition
Actions The number of actions taken on your ad, Page, app or event after someone viewed your ad, even i...
18
CPA Cost per action: A metric that measures how much your business pays in order to attain a conversion; calculated as ...
19
Lookalike Audiences This is a type of audience that’s created by Facebook to help advertisers reach people who are simi...
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360i's Digital Education for Nonprofits (the den) Recap Report

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On May 12 we launched the den (Digital Education for Nonprofits) – a program thoughtfully crafted by the team at 360i, and designed to empower nonprofits to be smart marketers in the digital age through knowledge sharing, tools, and free resources.

Published in: Education

360i's Digital Education for Nonprofits (the den) Recap Report

  1. 1. welcome to
  2. 2. powered by THANKS TO OUR CONTRIBUTORS
  3. 3. 3 Table of Contents The Millennial Donor. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 DIY/Free Insights Tools. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Trend Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Social Platform Cheat Sheets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Story Packs—for good. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Building Successful Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 How to Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 SEO Tips & Best Practices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Glossary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
  4. 4. 4 Millennials (aged 18-32) are now the largest generation in the US totaling nearly In the coming decades, this group is expected to inherit Are willing to raise money on behalf of a cause they care about Of Millennials want to see the impact of their donation in wealth from previous generations and will have by 2017 $ $ $ 80 MILLION $41 TRILLION $$$ 7 10OUT OF H.O.P.E. THE LARGEST BUYING POWER IN THE U.S. In order to ensure future nonprofit champions and long-term financial supporters, it’s critical for nonprofits to begin building relationships with charitable Millennials. HONESTY Transparency and clarity of organizations and donation objectives is crucial PERSONAL This group wants to use their unique skills to enact change for a cause important to them EASE Donation experiences must be seamless to facilitate impulsive Millennial donors OPTIONS Millennials want to engage with a nonprofit in a number of ways, on their own terms What to keep In mind when targeting Millennials Motivations: What aspects of nonprofits attract and inspire millennials to donate? TOP REASONS MILLENNIALS GET INVOLVED 79% Passion for a cause 56% Meet likeminded people 46% Apply a skillset 57% “When you find a personal connection to a cause, it’s really motivating in helping and participating with a nonprofit.” “Disconnect between where money goes and how a nonprofit uses it prevents me from donating more.” The Millennial Donor Understanding the imminent influence of Millennials on nonprofit donations This group wants to use their unique skills to enact change for a cause important to them
  5. 5. 5 Of Millennials receive emails from at least one nonprofit 1. Connect to social 2. Donate to nonprofit 3. Read blog posts 4. Newsletter signup 5. Petition signature Millennials read nonprofit articles/emails on their phone Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i.com Sources: Pew Research Center, Tabulations of U.S. Census Bureau population; Forbes.com: “2015 is The Year of the Millennial Customer”; 2013 Millennial Impact Report; GWI – Platform Usage Among Millennials; Network for Good - The Millennial Donor Playbook; Blackbaud: The Next Generation of American Giving Touchpoints: Which channels and platforms are the best ways to reach millennials? Insights + Opportunities SOCIAL MEDIA: Stay in touch make connections EMAIL + WEBSITE: Provide information, CTA “Sharing to social media is more powerful fundraising than trying to meet a business owner. Friends may donate less, but there are more of them” Facebook Instagram Twitter Snapchat Pinterest 49% 28% 24% 23% 22% PLATFORM USAGE AMONG MILLENNIALS Q4 2015, USA TOP ACTIONS ON NONPROFIT WEBSITES 65% 4 5OUT OF Focus on building an emotional connection through storytelling about your cause and the success it has achieved through donations Give Millennials multiple options to achieve one, clear call to action whatever the time of day and wherever they are Provide opportunities to connect Millennials with their peers on a shared passion to enact a movement of change for a cause Catch Millennials where they already spend their time – social media and online – and encour- age social sharing to those in their network Of Millennials use their phone to check out a nonprofit’s Facebook Of Millennials like to see nonprofits post success stories Of Millennials are actively connected to 1-5 charities 70%60%49%
  6. 6. 6 Access Socialbakers.com/statistics/facebook/ Capabilities Nonprofit social media reports exploring top pages, fan demographics, and fastest growing pages Access Tailwindapp.com Capabilities Provides high level weekly summaries of your nonprofit activities; can schedule pins, monitor your page and measure results Access YouTube.com/trendsdashboard Capabilities Tracks what is trending on YouTube for a given time period, allowing you to filter by location, user age and gender Access SimplyMeasured.com/free-social-media-tools Capabilities Shows how your Vine Tweets are engaging followers and which Vines are being shared the most. Note: Must post 3 times a week to analyze Access FollowerWonk.com Capabilities Search Twitter bios by keywords to find relevant superfans Access AllMyTweets.net Capabilities Aggregates last 3K tweets of any user into one page to easily search by keyword Access IconoSquare.com Capabilities Tracks how many people have mentioned a particular hashtag and lists similar hashtag usage Facebook Socialbakers Twitter FollowerWonk Instagram Iconosquare Vine Simply Measured Youtube YouTube Trends Dashboard Pinterest Tailwind AllMyTweets DIY/Free Insights Tools By Platform:
  7. 7. 7 Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i.com Trend Insights: Access Adwords.Google.com/KeywordPlanner Capabilities Provides related search terms and search volume estimates on specific keywords; breaks out which devices a keyword is most searched on Google Keyword Planner Access Google.com/trends Capabilities Search data is used to provide valuable insight and context to emerging trends and interests for consumers over time Google Trends Access Insight.GlobalWebIndex.net/subscribe Capabilities Daily email providing charts analyzing consumer and platform behavior across regions and demographics Global Web Index Access YPulse.com/registration#bronze Capabilities Daily email providing trends and online articles regarding Millennial interests, perceptions and innovations Ypulse Access Blackbaud.com Capabilities Combines technology solutions and expertise to provide tools, research and newsletters for nonprofits Blackbaud Access Smile.Amazon.com Capabilities Website operated by Amazon that will donate 0.5% of a shopper’s purchase to the charity of the shopper’s choice Amazon Smile
  8. 8. 8 *Updated February 2016 Need to Know Most established social channel; broad reach in US global.Very advanced targeting; paid ads necessary. Started by a high school dropout; now owned by Yahoo. Blogging platform for the creative set. How People Use It How Brands Use It Who’s On It What It Can Help Achieve Major KPIs Content Types Everyone, with a majority of Millennial users living in U.S., India Brazil. However, teens are using it less, and differently(more for networking) Teens and Millennials. 56% users are 18-34. Popular amongst the fashion, art, entertainment, food creative set. Go-to social network for many demos. Browsing the feed; keeping up with friends; sharing news/photos; sharing discovering content; planning events. Also used for customer service. Curating creating content that provides a window into their personalities, interests, etc. Riffing on pop culture, trends, humor, etc. Following others whoinspire them. Publish high qualityvisual content, often an extension of brand campaigns.Elicit action (social engagement, clicks to website, video views, etc.) from fans non-fans. Can do very robust demo interest targeting. Increasingly as a sounding board for customer service. Maintain branded Tumblr page curate experience through reblogs original content. Engage with Tumblr influencers. Some convergence with Yahoo advertising. Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) Traffic (for Publishers) Reach New Audiences Awareness Brand Equity Brand Engagement Traffic Video, strong visuals (print quality) with less than 20% text on image; link and carousel ads Text, photo, quote, link, chat, audio, video. Photos and GIFs tend to perform best. Impressions, Video Views, CTR, CPE, CPM, Likes, Comments, Shares, Frequency, % of audience reached Engagements (likes, Reblogs), Impressions, Follows, Clicks, Views, ER MAU 1.55 Billion N/A - Tumblr tracksaudience based on blog network dashboard Paid Media Yes - Robust Yes – Fairly robust with research capabilities brand lift studies Facebook made community growth a priority on IG. Very high engagement ratesrelative to other channels. Millennial parents, millennials, teens. Audience is getting more mainstream. Showcase their dailylives in a uniqueand artistic way. Discover other brands/users that resonate with personal interests. Become content creators by consistently inventing ways to utilize the platform with hacks. Share high-quality creative showcasing the brand or product in unique/innovative ways to increase affinity. Engage with audiences by utilizing and viewing hashtags. Leverage influencers to create UGC content increasing reach and awareness of the brand/product. Awareness Brand Equity Brand Engagement Purchase Intent Reach New Audiences Strong visuals - artistically created, specific look feel with “filters” 15-second looped videos, link and carousel ads Likes, Reach, Impressions, Eng. Rate, Hashtag use, Clicks, CPC 400 Million Yes – Leverages Facebook Ads API Very well established w/ strong ad products potential for wide reach, though audience is more niche. A fairly wide audience, with pops in: Tech, Marketing, African American, Entertainment, Politics Many are spectators rather than active participants, discovering content, articles news. Others use it for 1:1 engagement with friends, peers, celebrities brands.Lots of customer service inquiries. Real-time participation in cultural events. Publish high quality visual text based content. Ask questions have 1:1 conversation with consumers influencers. Host Twitter chats parties. Respond to customer service inquiries. Awareness Fan Brand Equity Brand Engagement Purchase Intent Trial (MainlyEntertainment) Traffic (for Publishers) Reach New Audiences 140 character limit Text-based, imagecontent, videos, live-stream content GIFs Retweets, @replies, Likes, Followers, Impressions, CTR, CPF Hashtag use 325 Million Yes - Robust 200 Million Mobile app, catering to the 25 demo. Expiring images videos, 24-hour “stories” and a Discover tab. 13-34 year olds, over 100MM daily active Snapchatters and growing 1:1 photo/video messages that expire after 24 hours. Daily storytelling to friends via 24-hour “story” feature. Access publication sourced stories Showcase exclusive, behind-the-scenes content, which should be entertaining and spontaneous. Work with influencers to engagefans. Buy 3V Ads, integrated into content on Live and Discover. Views, Screenshots, Replays, Filter Usage, Filter Impressions Yes – Discover, Stories, Geofilters, Lenses Photos, videos, drawings, emojis, text Awareness Brand Equity Brand Engagement Young Audiences Owned by Twitter. Launched the short-form video craze. Very influencer driven. Nearly all mobile. Early adopters, Millennials and teens. Hardcore content creators. Consuming sometimes creating fun, interesting 6-second videos. Following influential content creators. Creating 6-second videos - one-offs or, increasingly, whole storylines in 6-sec episodes. Leverage influencers to create brand content. Brand Equity Brand Engagement 6-second videos Re-vines, Comments, Loops (# of times video is played) Est. 200 Million Vines watched No Where people go to “create their own future” and “discover, save, do.” Updatesto search are indicative of a focus on the “Discover” portion ofthe platform. 80% of usage happening on mobile. Mostly US and women 25-54, also reaches 40% of Millennials online and has seen 120% YoY growth of men. International communitymakes up 45% of users. 73% of Pinners use Pinterest to plan for the future. Discovering new things products; getting inspired; planning their lives and purchases. Businesses currently create 2/3 of platform content. Publish high quality content with rich, keyword focused descriptions vertical imagery. Integrate Pinterest button on website optimizeweb content, Create rich promoted pins to make content more discoverable. Awareness Brand Equity Brand Engagement Traffic Sales Purchase Intent Strong vertical visuals with links back to brand site and strong keywords for search descriptions, Buyable Pins, Video, GIF Repins, Likes, Impressions, Unique Viewers, Clicks, CPE, CPC, CPA, Installs, Closeups, Purchases 100 Million Yes – Robust with Buyable Pins Owned by Google. 2nd most popular search engine. 6 billion hours of video viewed per month. Focused on user acquisition and content discovery; direct integration with user‘s Twitter feeds. Everyone. Especially Millennials (72%), GenX (58%), and teens 14-17 (81.9%) 80% of userbase is 16-34 year olds Watching videos, uploading videos, following video creators (now celebrities in their own right). To broadcast their lives in real time and comment on other's lives. Frequently seen/used as a platform for broadcasting breaking news stories of trending events. Distribute TV commercials and other video content, and create uniqueweb-based video content including Virtual Reality and 360 video. Leverage influencers to create video content. Paid media - pre-roll, banners, in-video, TrueView etc. To live stream activations, behind-the- scenes, and exclusive , one-of-a-kind content. Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) Reach New Audiences Brand Engagement Brand Equity Reach New Audiences Short long form video Video Views, Video Completion Rate, Likes, Comments Likes, Views, Retention Rate Live video streams Chat bubbles 1 Billion 10 Million+ Yes - Robust No Social Platform Cheat Sheet
  9. 9. 9 facebook Go-to social network for many demos. Browsing the feed; keeping up with friends; sharing news/photos; sharing discovering content; planning events. Also, used for customer service. content type photo gif video $ Paid capabilities Yes – with less than 20% text on image; video, link, reach frequency and carousel ads; TRP buying, mobile audience network (apps mobile web), canvas. what to achieve Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) Traffic (for Publishers) Reach New Audiences Major KPIS monthly active users 1.55B Impressions, Video Views, CTR, CPE, CPM, Likes, Comments, Shares, Frequency, % of audience reached Who's On It PERSONAL USE Everyone, including a majority of Millennial users living in US, India Brazil. Teens are using it less, and differently (more for networking). Publish high-quality visual content, often an extension of brand campaigns. Elicit action (social engagement, clicks to website, video views, etc.) from fans non-fans. Can do robust demo interest targeting. Increasingly as a sounding board for customer service. BRAND USE Most established social channel; broad reach in US global. Advanced targeting; paid ads necessary. Updated March 2016 INSTAGRAM Showcase their daily lives in a unique and artistic way. Discover other brands/users that resonate with personal interests. Become content creators by consistently inventing ways to utilize the platform with hacks. content type photo gif 15-SEC video $ Paid capabilities Yes – Leverages Facebook Ads API with some limitations: no headline or link description for ads that drive offsite, and no video link or video carousel ads. what to achieve Awareness Brand Equity Brand Engagement Purchase Intent Reach New Audiences Major KPIS monthly active users 400MM Likes, Reach, Impressions, Eng. Rate, Hashtag use, Clicks, CPC Who's On It PERSONAL USE Millennial parents, Millennials, teens. Audience is getting more mainstream. Share high-quality creative showcasing the brand or product in unique/innovative ways to increase affinity. Engage with audiences by utilizing and viewing hashtags. Leverage influencers to create UGC content increasing reach and awareness of the brand/product. BRAND USE Platform that prioritizes creative integrity based on an audience that is, primarily, a community of content creators. High engagement rates relative to other channels. Updated March 2016 TWITTER Many are spectators rather than active participants, discovering content, articles news. Others use it for 1:1 engagement with friends, peers, celebrities brands. Lots of customer service inquiries. content type TEXT - 140 CHARACTER LIMIT $ Paid capabilities Yes – Engagement tweets, video website cards, whitelisting, paid trending topics, sponsored moments, sponsored emojis. what to achieve Awareness Fans Brand Equity Brand Engagement Purchase Intent Trial (Mainly Entertainment) Traffic (for Publishers) Reach New Audiences Major KPIS monthly active users 325MM Retweets, @replies, Likes, Followers, Impressions, CTR, CPF Hashtag use Who's On It PERSONAL USE A fairly wide audience, typically focused on: Tech, Marketing, African American, Entertainment, Politics. Real-time participation in cultural events. Publish high quality visual text-based content. Ask questions have 1:1 conversation with consumers influencers. Host Twitter chats parties. Respond to customer service inquiries. BRAND USE Well established with strong ad products potential for wide reach, though audience is more niche. photo gif video Updated March 2016 FACEBOOK
  10. 10. 10 Vine Consuming sometimes creating fun, interesting 6-second videos. Following influential content creators. content type 6-SEC video $ None what to achieve Brand Equity Brand Engagement Major KPIS monthly active users Est. 200 MM Vines watched / MONTH Re-vines, Comments, Loops (# of times video is played) Who's On It PERSONAL USE Early adopters, Millennials teens. Hardcore content creators. Creating 6-second videos – one-offs or, increasingly, whole storylines in 6-second episodes. Leverage influencers to create brand content. BRAND USE Owned by Twitter. Launched the short-form video craze. Influencer-driven. Nearly all mobile. Paid capabilities Updated March 2016 PERSONAL USE PERISCOPE Broadcast their lives in real-time and comment on other's lives. Frequently seen/used as a platform for broadcasting breaking news stories or trending events. $ None what to achieve Brand Engagement Brand Equity Reach New Audiences Major KPIS monthly active users 10MM+ Likes, Views, Retention Rate Who's On It 80% of user base is 16-34 year olds. Live-stream activations, behind- the-scenes, and exclusive, one- of-a-kind content. BRAND USE Focused on user acquisition and content discovery; Direct integration with user‘s Twitter feeds. Paid capabilities content type Live Stream VIDEOS Updated March 2016 YOUTUBE Watching videos, uploading videos, following video creators (now celebrities in their own right). content type Short long form video $ Paid capabilities Yes – Pre-roll, banners, in-video, TrueView in-stream and in-display, overlay ads, skippable/non-skippable video ads, sponsored cards. what to achieve Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) Reach New Audiences Major KPIS monthly active users 1B Video Views, Video Completion Rate, Likes, Comments Who's On It PERSONAL USE Everyone, particularly Millennials (72%), Gen X (58%), and teens 14-17 (81.9%). Distribute TV commercials and other video content, and create unique web-based content including Virtual Reality and 360°video. Leverage influencers to create video content. BRAND USE Owned by Google. Second most popular search engine. 6 billion hours of video viewed per month. Updated March 2016 VINE
  11. 11. 11 PINTEREST 73% of Pinners use Pinterest to plan for the future. Discovering new things products; getting inspired; planning their lives and purchases. content type LINKS PHOTO GIF $ Yes – Robust with buyable and promoted pins. what to achieve Awareness Brand Equity Brand Engagement Traffic Sales Purchase Intent Major KPIS monthly active users 100MM Repins, Likes, Impressions, Unique Viewers, Clicks, CPA, CPE, CPC, Installs, Closeups, Purchases Who's On It PERSONAL USE Mostly US and women 25-54, also reaches 40% of Millennials online and has seen 120% YoY growth of men. International community makes up 45% of users. Businesses currently create 2/3 of platform content. Publish high quality content with rich, keyword focused descriptions vertical imagery. Integrate Pinterest button on website optimize web content, Create rich promoted pins to make content more discoverable. BRAND USE Visual bookmarking tool where people “create their own future” discover and save creative ideas. 80% of usage happening on mobile. Paid capabilities Updated March 2016 TUMBLR Curating creating content that provides a window into their personalities, interests, etc. Riffing on pop culture, trends, humor, etc. Following others who inspire them. content type $ Yes – Sponsored posts, sponsored videos and sponsored days (i.e., exclusive takeover w/ custom unit), sponsored blogs, Radar (GIFs) what to achieve Awareness Brand Equity Brand Engagement Traffic Major KPIS monthly active users N/A - Tumblr tracks audience based on blog network dashboard Engagements (likes, Reblogs), Impressions, Follows, Clicks, Views, ENG. RATE Who's On It PERSONAL USE Teens and Millennials. 56% users are 18-34. Popular amongst the fashion, art, entertainment, food creative set. Maintain branded Tumblr page curate experience through reblogs original content. Engage with Tumblr influencers. Some convergence with Yahoo advertising. BRAND USE Started by a high school dropout; now owned by Yahoo. Blogging platform for the creative set. Paid capabilitiesPHOTOS GIFs perform best photo CHAT video TEXT QUOTE LINK Updated March 2016
  12. 12. 12 SNAPCHAT 1:1 photo/video messages that expire after 24 hours. Daily storytelling to friends via 24-hour “story” feature. Access publication sourced stories. $ Yes – Geofilters, Stories, Sponsored Lenses, 3V ads (vertical video views), Discover (in-flow and title). what to achieve Awareness Brand Equity Brand Engagement Young Audiences Major KPIS monthly active users 200MM Views, Screenshots, Replays, Filter Usage, Filter Impressions Who's On It PERSONAL USE 13-34 year olds, over 200MM daily active Snapchatters and growing. Showcase exclusive, behind-the- scenes content, which should be entertaining and spontaneous. Work with influencers to engage fans. Buy 3V ads, integrated into content on Live and Discover. BRAND USE Mobile app, catering to the 25 demo. Expiring images videos, 24-hour “stories” and a Discover tab. Paid capabilitiescontent type DRAWINGS EMOJIS PHOTO VIDEO TEXT Updated March 2016 LINKEDIN Users are able to create professional profiles and connect with other authority figures in their verticals and keep up with industry news. $ Yes – Sponsored Updates, Display, Sponsored InMail, Lead Accelerator, Text Ads what to achieve Awareness Brand Equity Leads Purchase Intent Traffic Major KPIS monthly active users 400MM Impressions, CPM, CTR, CPC, Likes, Comments, Shares Who's On It PERSONAL USE 400MM members; 2B updates per week There are huge amounts of highly accurate data linked to professional identity and it’s verified through real- life relationships. Opportunity to align brands with members’ professional success in a trusted environment. BRAND USE The most effective platform for marketers to engage with professionals. Paid capabilities content type LINKS PHOTOS TEXT Updated March 2016
  13. 13. 13 Pack 1 Introducing the Org Pack 2 How It Works Pack 3 Additional Info Beneficiaries The incredible stories about the people you are trying to help builds empathy that turns into action Location Transport people to the place of action. Where does everything take place? Do you have a storefront, event space, HQ, or basecamp? The Neighborhood How is your organization connected to the community? Hometown pride resonates, so be proud of your roots Reach How far and wide does your organization reach? Where does it impact, are there local chapters? Participation What can people do to help? What are the opportunities people have to make a difference? Facts Is there any data or specific points of the reason for your cause? The number of people suffering, missing an opportunity, organisms becoming extinct, etc. Impact Share the milestone impact you’ve had on the people, places or things you are benefiting. Use data and numbers to give your organization crebility News Has your organization been in the news or gotten any press lately? Volunteer Spotlight They are the face of your organization and they have their own backstory for why they are a part of your organization. A little backstory can go a long way Events Is there an event or occasion happening where they can attend or participate? Build anticipation and let them know the who, what and when Celebrities Is there any talent that is a part of your organization? How are they involved and why? Iconic faces draw attention, and their story creates emotional interest Business Practices Where does the money go? How is it used? Do 100% of funds benefit the organization directly? STORY PACKS—for good Topic People Brand Affinity Place Brand affinity Things Donations/action News Donations/action Story Packs—for good
  14. 14. 14 www.facebook.com/business/a/creativeworkshop 1. Objectives What do you want to achieve? How are you going to use advertising to get this result? 2. Audience Who matters to your business? What barriers and motivators are there to them taking your desired action? Facebook has designed an easy to follow 6 step process to help your business create best in class creative campaigns. 3. Brand What makes your business unique? Why do people keep buying from you and not your competitors? 4. Stories What stories could we tell that will link our products to our audience’s lives? What big themes could we make posts about? 5. Assets How can we get unique content to tell our stories? What assets do we already have? 6. Execution How can we make our ads mobile feed friendly? What are the best practices to optimize our posts to the platform? Strategy Ideas Production Building Successful Campaigns
  15. 15. 15 Choosing an Image: Be authentic. Use photos of your own business. Select an image that supports the text. Aim for high quality crisp images. No clip art. No clip art. No clip art. Text supports brand’s belief that coffee is an art. Speaks in terms of what’s in it for the customer. Is supported by an authentic, high quality image. https://www.facebook.com/business/a/creative-tools How to Post? Now that you know what you want to post, here are some basic tips for choosing the text and images that will go in your post. Writing Text: Be authentic.Write inthe voice of your business. Are you quirky? Serious? Adventurous? Keep it short. Stick to what is most important. If you have a specific action you want, ask for it. (i.e.Visit our store) Speak in terms of your customer’s needs. Instead of “Our cookies a re gr eat,” try “Satisfy your cookie craving.” Spellcheck. Spellcheck.Spellcheck. Like Comments Share 1,447 Likes 67 Comments Every time you order a cappuccino, our baristas create a custom piece of art just for you. Cafe Dada Sponsored Suggested Post 10:41 AMATT
  16. 16. 16 SEO Tips Best Practices Search engine optimization is a process that seeks to drive increased traffic from search engines. This is accomplished by ensuring websites adhere to certain technical and architectural best practices, while delivering relevant and valuable content to search engine users. It is essential to use keywords in title tags, page headings and body content Incorporating keywords helps establish your relevance to search engines Body copy should include your target keywords, but write for users first! Don’t stuff too many keywords into one page – if a topic is important enough, it should have its own dedicated page When hyperlinking between pages on your site, use keywords in anchor text On-Page Optimization On-Site Optimization Off-Site Optimization Helpful SEO Tools Text-based navigation is critical for search engines to crawl your site Use HTML XML sitemaps to ensure your content is easily discoverable If a URL needs to change, use a 301 redirect Search engines do not understand javascript, rich media, images and video content well, but methods exist to optimize each for search Avoid duplicate content on your site Ensure your site is mobile-friendly Search engines view hyperlinks pointing to your URLs from other trusted and relevant sites as strong votes of authority Other off-site signals like social shares and consistent mentions of your business name, address and phone number are also key Google only values links that are obtained “naturally” – schemes such as paying other sites to link to yours can get you penalized in search results Creating useful, shareable content and engaging online influencers is the best way to build quality links Google Search Console – free webmaster SEO toolset: https://www.google.com/webmasters/tools/ Google Keyword Planner – free keyword ideas, volume #s: https://adwords.google.com/ KeywordPlanner Google My Business – manage your local Google listings: https://www.google.com/business/ Screaming Frog – desktop site spider software: https://www.screamingfrog.co.uk/seo-spider/
  17. 17. 17 Term Definition Actions The number of actions taken on your ad, Page, app or event after someone viewed your ad, even if they didn’t click on it. Actions include Page likes, app installs, conversions, event responses and more. For example, 2 Page likes and 2 comments would be counted as 4 actions. Activity The total number of times your conversion- tracking pixel fired each day in the last 7 days. If the pixel is linked to your Facebook ads, you can view conversions from those ads in the Reports section of Ads Manager. Ad Auction For each ad impression, our ad auction system selects the best ads to run based on the ads’ maximum bids and ad performance. All ads on Facebook compete against each other in this process, and the ads that our system determines are most likely to be successful will win the auction. If you’d like to make your ad more competitive in the auction, you may want to raise your bid. We’ll only charge you the bid necessary to win the auction. The bid that wins may be lower than the maximum bid you’ve set for your ads, so we recommend you enter your true maximum bid. This will increase the likelihood that you don’t miss out on clicks or impressions that you otherwise could’ve received. We also recommend you refine your targeting to make sure you’re reaching a relevant audience that’s more likely to engage with your ads. Attribution Window Refers to the maximum length of time between click and conversion that you use to calculate return on ad spend. Bid You can use automatic or manual bidding depending on how you want to pay for your ad. - Using automatic bidding will set your bid so that it’s optimized to help you reach your objective. (ex: “Get the most website conversions at the best price” or “Get the most installs at the best price”). You’ll see this under Pricing when you create an ad. - Using manual bidding (ex: “Set the amount a conversion/app install etc. is worth to you”) will let you pick a target maximum bid. If you use manual bidding, note that for some optimization goals (ex: Page likes, post engagement, website conversions, daily unique reach), we deliver ad impressions to people with the goal of generating your desired outcome at or below the bid you specify. Occasionally, as our system tries to predict who in your target audience will be most likely to take your desired action, your average cost per outcome may exceed your bid. In general, your average costs should be equal to or lower than your bid. If you’re optimizing for clicks (CPC) or impressions (CPM), you’ll be charged no more than the bid you specify. Bounce Rate The percentage of visitors to a particular website who navigate away from the site after viewing only one page Conversion Tracking Pixel Conversions are customer-completed actions, like purchases or adding to a cart on a website. A conversion pixel is a piece of JavaScript code that places a blank 1x1 pixel image on your website. When someone visits a page of your website where you have installed a conversion pixel, the pixel will ping Facebook and record their visit and information such as whether they saw any of your ads. Conversion pixels are used to to track if a person has landed or converted on a specific web page (ex: adding a product to a cart or clicking a button to buy a product). ConvR (CVR) Conversion Rate, calculated as conversions/clicks Glossary
  18. 18. 18 CPA Cost per action: A metric that measures how much your business pays in order to attain a conversion; calculated as spend/actions CPC Cost per click, calculated as spend/clicks CPC (All) = Cost per click for all clicks on your ad. The amount you’re charged each time someone interacts with your ad. Your total charges are based on the amount you spent on the ad divided by all clicks the ad received. CPC (Link) Cost per click to link. The amount you are charged each time someone clicks on the link in your ad that directs people off Facebook. Your total charges are based on the amount you spent on the ad divided by the clicks to link the ad received. CPConv= Cost Per Conversion, calculated as spend/conversions CPE Cost per engagement, calculated as spend/conversions CPL Cost per like OR Cost per lead, calculated as spend/likes or spend/leads CPM The average cost you’ve paid to have 1,000 impressions on your ad, calculated as Spend/(Impressions/1000) or (Spend*1000)/Impressions CTR Click-through rate, calculated as clicks/impressions - CTR (All): The total number of clicks you received (ex: offsite clicks, likes, event responses) divided by the number of impressions. - Unique CTR: Unique click-through rate for all clicks. The number of people who clicked anywhere in your ad, divided by the number of people you reached. Ex: if you received 20 unique clicks and your ad was shown to 1,000 unique people, your unique click-through rate would be 2%. Custom Audience A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook. Engagements Engagement quantifies how much user interaction there is with your campaign. - Promoted Accounts: Instead of engagement, we measure follow rate, or the number of follows on a Promoted Account compared to number of impressions. Clicks will still factor into the resonance score but you’re only charged when a user actually follows you. See Follow Rate or CPF. - Promoted Tweets: The number of clicks, Retweets, likes, follows and replies on a Promoted Tweet. - Promoted Trends: The number of clicks, Retweets, likes, follows and replies on the Promoted Tweets connected to the Promoted Trend. Engagement Rate Engagement Rate, calculated as engagements/impressions Frequency Frequency is the average number of times your ad was shown to each person. You may see this number both at the ad and ad set level of a campaign. Impressions The number of times your ad is served, or shown in a search results page. We only count impressions on promoted content, so any impressions generated organically are not counted. - On Mobile this is counted as the first time the ad was viewed - On Desktop and Right-Hand Side, it is counted as how many times it was loaded on the screen - Promoted Accounts: The number of users who see a Promoted Account. - Promoted Tweets: The number of users who see a Promoted Tweet either in their Home timeline or search results. - Promoted Trends: The number of users who view the Promoted Trend.
  19. 19. 19 Lookalike Audiences This is a type of audience that’s created by Facebook to help advertisers reach people who are similar to an audience that they care about. Multi-channel Attribution Weighted model that gives the most credit to clicks closest to conversion or to the first and last touch points and less to the touch points in the middle of the funnel. Page Engagement The number of actions related to the Page and your Page’s posts as a result of your ad. Page Mentions The number of mentions of your Page as a result of your ad. Post Engagements The number of actions (ex: likes, comments, shares, photo views, link clicks, video views) related to your Page’s posts as a result of your ad. Relevance Twitter recommends your Promoted Tweets and Promoted Account to the most relevant users by combining the following two sets of information: 1. Implicit information about your account and followers - Twitter looks at your followers and then looks for similar accounts that you share a number of followers with, including competitors and accounts more generally associated with topics relevant to your brand 2. Explicit information about your target’s interests - Twitter finds experts on the interest groups you select within your campaign setup tool Relevance Score: A scale of 1 (lowest) to 10 (highest) based on the positive and negative feedback your ad receives. Your ad needs to be seen by at least 500 people to receive a relevance score. Resonance Measures user interaction with Tweets to help determine which ones are shown and which ones are not. Conceptually, it’s a metric that reflects the combination of all parts of a company’s interaction with its customers on Twitter. Source Audience A source audience is the audience a Lookalike Audience is based on. Targeted Audience Targeted audience is the number of people your targeting can reach. You’ll see an estimate of this, like the estimate you see while creating an ad. Use the Audience graph to see the difference between how many people you’re actually reaching and how many people you could be reaching. Increase your bids and budget to reach more of your targeted audience. Unpublished Page Post or “Dark Post” An unpublished Page post is a Page post created in Power Editor that will appear in News Feed but not on your Page. It allows you to create an ad for that post without it appearing on your Page’s Timeline. User Fatigue Limits the number of times a user will see the same component of a promoted campaign. We consider user fatigue in order to prevent a disruptive experience.
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