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EverTrue Near You! Pomfret Fall 2013

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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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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