Social Media Advertising
•
1 like•390 views
Brief overview of how the Duke Annual Fund utilizes social media advertising to increase impressions and deliver key messages to our target audiences.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (13)
Similar to Social Media Advertising
Similar to Social Media Advertising (20)
Recently uploaded
Recently uploaded (20)
Social Media Advertising
- 1. Social Media Advertising Chris Endicott, Duke Annual Fund
- 2. Duke Annual Fund $36.25M 60,000 FY15 Goals 2
- 5. The Challenge ?How do we extend our reach Increase awareness Drive urgency Promote class goals and challenges Increase attendance at events 5
- 7. What are native ads? 7
- 8. Not 8
- 9. Target Audiences Narrowly Define andTarget Custom Audiences DemographicTargeting 9
- 12. Examples 12
- 13. Tips andTricks Tips andTricks Text can only make up 20% image Allow time for narrowly targeted audiences Constantly changing 13
- 14. What’s Next? Next Steps Gauge interest in webinar or lunch and learn Effectiveness ofTwitter/Facebook cards Explore Facebook Audience Insights 14
Editor's Notes
- In fiscal year 2015, the Duke Annual Fund is responsible for raising $36.25 million in unrestricted funds for Duke University from 60,000 donors, primarily alumni, parents, and friends. The Annual Fund is part of the overall $3.25 billion dollar Duke Forward campaign.
- How do we raise $36 million? Through a combination of: * Gift officers * Peer to Peer solicitations or volunteers * Traditional Channels such as Direct Mail and Phonathon Program * Email Marketing * And of course Social Media
- The Duke Annual Fund maintains accounts on Facebook, Twitter, Instagram, and Google Plus with a combined reach of approximately 2,300.
- Our challenge is: How do we extend our reach among our core constituents - Duke’s 250,000 Alumni, Parents, and Students? Majority of whom are active on social media platforms. And in turn increase awareness of what the Annual Fund supports as well as: * Emphasize key deadlines * Promote challenges * Increase attendance at events * Important - not necessarily raising funds at this time
- Our answer is native, narrowly targeted, promoted content through Facebook and Twitter.
- So, what are native ads? Native means that the ads are seamlessly integrated into a user's feed and are nearly indistinguishable from organic content as you see here.
- What we aren’t talking about are banner ads, right hand column ads (no offense to Flo), or the “Boost Post” button on Facebook. The “Boost Post” button is great feature, but I’ve often found it to be too broad – Carolina Grads really don’t like seeing our stuff – trust me. It’s good, but you can do better!
- The way is through narrowly defining the targeting audience through Custom Audiences on Facebook and more recently Twitter. * Facebook also has demographic targeting options. * Twitter also has some demographic targeting features but focused mainly on interests and follows and is usually too broad for our application.
- Let’s talk about custom audiences first: * That is being able to ‘load’ a list of constituent’s email addresses and phone numbers and match them to people using the platform. Enables you to segment your audience using data not in the platform. * It sounds sorta scary but information not actually shared with platform * One example of one of our custom audiences is Non-Alumni Parents – those who an undergraduate enrolled at Duke but neither spouse is an alum. No way to identify them through demographic targeting. * Another example is a list of alumni who have high likelihood and propensity ratings (likely donors). When we uploaded this list we got an approximate 63% match representing 22,000 alumni.
- Now onto Demographic Targeting and, again, I’m primarily talking about Facebook. You can target education level, school, and graduation years among other things such as location. * We’ll typically will use this to target Duke Alumni as a whole. * Or its also very useful for targeting Duke Students down to a single class year. * You can do this ad hoc or you can also save the group as a custom audience for later use as well.
- Now a couple of examples: * Ads are useful for increasing awareness and attendance at events, such as the Duke Blue and White Senior Dinner coming up in a few weeks. The ad was targeted to the Class of 2015. Last year we had 975 RSVPd or invited to event and hoping to increase that this year. * Ads are also useful for driving urgency and ensuring the maximum number see your post, such as the Calendar Year End posts this past December - Able to reach 34,204 - Did raise some money – 17 gifts $13,000 - Helped achieve overall 16,641 donors month of December and $10.5 Million in unrestricted support
- A few tips and tricks: * Text can only make up 20% of the image in the ad - Trick is that it is not always caught and rejected right away – especially for campaigns to a wide audience that start and end the same day. * That being said, plan longer campaigns for smaller more targeted audiences as you need to allow time to give your ads a chance to get impressions * Third, the landscape of social media advertising is constantly changing. There have been several huge developments in past month in terms of advertising on Twitter and the addition of Facebook audience insights among others.
- Finally, what some next steps? * I’m looking to gauge interest in more in depth webinar and/or lunch and learn focused on this topic * Exploring Twitter and Facebook Cards – Twitter has donate button! * Facebook Audience Insights (Scary!) - This is brand new – now you can report specifically on your custom audiences. - It’s not Facebook user reported data but data from Axciom– things like household income and PersonicX® clusters