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Social Media for Events and Campaigns

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Social Media for Events and Campaigns

  1. 1. Social Media for Event & Campaign Success Lisa M. Chmiola, CFRE @houdatlisa #sm4events AFP San Antonio June 15, 2017
  2. 2. Are you part of the revolution? #sm4events
  3. 3. What we’ll cover  Strategies  Case Studies  Implementation #sm4events
  4. 4. Quiz Show!  How many selfies have been posted on Instagram as of December 2016? HINT: it’s in the millions…  282 million #sm4events Source: Wordstream, “33 Mind-Boggling Instagram Stats and Facts for 2017”
  5. 5. Quiz Show!  How many events are held per year on Eventbrite?  2 million #sm4events Source: Digital Marketing Ramblings blog, March 2017 (expandedramblings.com)
  6. 6. Quiz Show!  What percent 18 to 34 year olds are using Snapchat?  63% #sm4events Source: Media Kix, “The 10 Snapchat Statistics Marketers & Advertisers Need to Know in 2017,” May 2017
  7. 7. Strategy 1: Hashtag #sm4events
  8. 8. Strategy 2: Platforms – choose them & use them  Where are constituents?  What are your social media goals?  Do you have great visual content to share?  Who will manage the sites? What is their level of knowledge? #sm4events
  9. 9. Facebook FRIEND#sm4events
  10. 10. Facebook PAGE#sm4events
  11. 11. Facebook EVENT#sm4events
  12. 12. Instagram #sm4events
  13. 13. Instagram #sm4events
  14. 14. Twitter #sm4events
  15. 15. Eventbrite #sm4events
  16. 16. Developing an app  Do you have a need for real-time updates not easily communicated otherwise?  Can the app reduce other event resources/expenses (e.g. program book)?  Do you have a need for attendees to engage among themselves during your event?  Are you prepared to deal with technical glitches and increased expectations from attendees? #sm4events
  17. 17. Strategy 3: Build teams & a plan  Who is on the team?  What is their role?  Do they develop content? Share content provided?  What is strategy before, during, after event? #sm4events
  18. 18. Case Study: St. Agnes Academy Student Life Center campaign #sm4events
  19. 19. Case Study: West Palm Beach #GreatGive17 #sm4events
  20. 20. Case Study: Volunteer Houston Greater Houston Service Awards #sm4events
  21. 21. Strategy 4: Analyze  Inside social media platforms  External sites (e.g. Klout, Storify)  Look for:  Number of followers, increases/decreases  Comments, Likes, Reshares  Time of day/Day of week (of interactions)  Demographics #sm4events
  22. 22. Brainstorm  In teams of 2-3, work on a social media strategy for an event/campaign. Be sure to answer these questions:  Which platforms/apps will we use?  Do we already have a presence or need to establish one?  What’s our hashtag?  Who will be responsible for overseeing strategy? Posting content? How often will you post?  Who else will share content?  How will we implement into our event/campaign? (Before, during & after)  What challenges do you foresee?  How will we measure success? #sm4events
  23. 23. Let’s connect!  Social media: Lisa M. Chmiola, @houdatlisa on all platforms  Email: houdatlisa@gmail.com  Look for links on Storify and Slideshare within a week (will also Tweet these).

Editor's Notes

  • Twitter: @equalman
    https://www.youtube.com/watch?v=PWa8-43kE-Q
  • http://www.wordstream.com/blog/ws/2017/04/20/instagram-statistics
    600 million users, 400 million access daily. 60% have found a product or service on the site. More than 40 billion photos have been uploaded to IG. Videos get twice the engagement of photos here, more than any platform.
  • http://expandedramblings.com/index.php/business-directory/19742/eventbrite/
    80 million tickets sold last year. We’ll talk about using in free and ticketed events.
  • http://mediakix.com/2016/01/snapchat-statistics-2016-marketers-need-to-know/#gs.71TDMR8
    Also, 60% of 13 to 24, so think about this if trying to reach younger audiences. SC reaches 11% of Americans and now has more users than Twitter per Bloomberg.
  • http://hashtagify.me/ Do demo with #rollwave
    Critical first step, think about length, is it taken? Using new vs. one already out there
    Listening-it is a conversation
  • Tweeting Inc article. http://www.inc.com/michelle-manafy/how-to-choose-the-best-social-media-sites-to-market-your-business.html
    Consider surveying volunteers, donors to see what sites they are using.
    Professional angle? LInkedIn is for you. Real time updates? Try Twitter. Visual content is great on Pinterest & IG. And so on. Management-engagement “not just a commercial it’s a conversation”
  • Org needs a page not a friend
    Groups vs. pages
    Events
  • Org needs a page not a friend
    Groups vs. pages
    Events
  • Org needs a page not a friend
    Groups vs. pages
    Events
  • Visual-now allows multiple photos in a single post. Also Stories which are similar to Snapchat, and 60 second videos. Need to be sure links are in bio only as only place they are clickable.
  • https://www.instagram.com/stagnesacademy/
    http://www.nptechforgood.com/2014/04/14/top-5-instagram-best-practices-for-nonprofits/
    1. Report live 2. regram 3. hashtags in captions (twice as many followers) & like others posts 4. look at 3 party apps Statigram for stats and Copygram to print 5. share an image daily
  • Great for live/real time events
    http://www.nptechforgood.com/2015/02/08/10-twitter-best-practices-for-nonprofits/
    1. Make content shareable 2. retweet content 3. tweet links and on weekends
  • http://www.eventbrite.com/e/st-agnes-alumnae-professional-networking-happy-hour-tickets-16306100987

    Features: can check in attendees via app, can also print nametags and check in lists. Events can be public or private. Easy sharing to other apps. Can personalize event link and customize fields for RSVP display. Can have physical tickets. Can email attendees; site also sends auto reminder 48 hours out. Can add JPEGs.
    Integrations with MailChimp, Survey Monkey and other services.
    Tips: set your RSVP number high or event will close to others.
  • Reference AFP IHQ conference app
    Technical glitches = crisis communications
    Having app doesn’t mean conversation stops elsewhere; adds a layer/dimension. Make integration easy (they allowed listing of handles/profiles)
  • http://www.mrss.com/lab/4-facebook-posts-that-prove-why-shareables-are-a-campaign-organizers-best-friend/?utm_source=newpost&utm_medium=emaildigest&utm_campaign=Lab
    #AFPeeps & Houston Marathon Ambassadors
  • http://studentlifecenter.st-agnes.org
    Already active on IG (students) and FB (parents and alumnae). Post daily unless no content. For campaign, decided to time this a few weeks after public phase mailing. First post launched video that’s on web but uploaded it to FB directly. 25k views, 380, interactions, 250 shares. Also did additional posts, and FB Live the morning of groundbreaking about a month later. 3 videos got anywere from 1.6k to 2.4k views. Used a team of volunteers and faculty to share posts and emails when they launched. First day website got about 1900 views vs 49 earlier in the week. Ongoing tips: monitor comments and respond, eg. Chairs, asking permission to use Burris comment.
  • http://greatgiveflorida.org more than $2M from more than 8700 gifts to 450 NP.
    https://twitter.com/hashtag/greatgive17
    https://www.amazon.com/IK-Multimedia-handeld-condenser-smartphones/dp/B004IA8F50
    New this year, 2 week photo countdown on FB and Twitter. Contest with prize of $250 bonus to org. Did Livestreaming at 11:55 pm right before midnight kickoff, announced winner. Did a few more live posts during day to show behind the scenes. Suggests host for live streams, and maybe a camera stablizer and mics like iRig. Also did a drone video.
    Fail: weak wifi signal during one broadcast-test in advance or connect via ethernet hard wire.
  • https://www.polleverywhere.com/faq
    During event, Cameron Walder (ED) asked attendees to text in their volunteer passion. “We felt that it drew everyone in more” to event and mission. First time did this, event has been held 30+ years with 480 attendees from various agencies. Great way to engage with volunteers who aren’t placed directly by VH, a Points of Light affiliate. Cost about $100, free version has limitations after 25 participants. It was a tease for their app which released later last year.

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