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Social Media Marketing and Analytics for Nonprofits

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Charly Jarrett and and Katrina Nguyen share their best practices for social media marketing at NetSquared Vancouver's February 5 2020 meetup.

Engagement? Followers? Likes? Paid? Organic?

We've all heard the lingo, and some of us probably even write reports on these social media metrics, but what do they mean, and how can we go beyond Facebook analytics to glean real knowledge? How can we get better data to help us inform our decisions?

Luckily, we have experts from the BC SPCA coming to enhance our skills and knowledge! Charly and Katrina will provide us with the hows, whats, and whys of social media analytics, as well as give us some practical tips for the real world of social media.

Meetup: https://www.meetup.com/net2van/events/266440845/

Published in: Marketing
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Social Media Marketing and Analytics for Nonprofits

  1. 1. SOCIAL MEDIA ANALYTICS 102 Engagement? Followers? Likes? Paid? Organic? CHARLY JARRETT AND KATRINA NGUYEN
  2. 2. SECTION ONE KATRINA NGUYEN Digital marketer for 8 years BC SPCA Social Media Specialist Certified crazy-dog-lady & expecting first time mom (advice welcome!) CHARLY JARRETT Professional fundraiser for 12 years BC SPCA Digital Giving Specialist Cancer survivor, dog obsessed
  3. 3. 2015 2016 2017 2018 2019 $750,000 $500,000 $250,000 $0 REVENUE BUDGET
  4. 4. HOW MUCH IS CUTE, HOW MUCH IS TACTICS? THE ELEPHANT IN THE ROOM SPOILER ALERT: TACTICS REALLY MATTER
  5. 5. Facebook Page Business Manager + FB Pixel Editorial Calendar Google Analytics Know your Metrics Budget Baby steps (aka readiness checklist)
  6. 6. Do you want brand awareness and brand loyalty or leads, conversions and acquisitions? ENGAGEMENT: MY LEAST FAVOURITE BUZZWORD ALGORITHM ADVOCATEASK ACKNOWLEDGE
  7. 7. EXAMPLES ASKACKNOWLEDGE
  8. 8. EXAMPLES ALGORITHMADVOCATE
  9. 9. GOOGLE ANALYTICS
  10. 10. Know if your campaign is succeeding Avg Registration value Avg Email Value (Acquisition) Avg phone # value Avg cost per acquisition Avg cost per repeat donor BE READY TO SUCCEED, KNOW WHEN YOU ARE FAILING METRICS TO KNOW You can't manage what you can't measure, Karen!
  11. 11. Know if your campaign is succeeding $7:1 M+R Benchmarks Report WHERE ARE YOU ON THE LADDER? METRICS TO KNOW
  12. 12. EXAMPLES: PAID VS ORGANIC PAID BOOST ORGANIC
  13. 13. *Depending on sample size these two can switch WHAT IS A RELEVANT AUDIENCE Previous Lookalike* Remarket* Interests
  14. 14. Selling happy feelings Donation forms are products Email sign ups are products Market, remarket, sell WHAT IS FACEBOOK, REALLY? FACEBOOK IS OPTIMIZED FOR�E-COMMERCE
  15. 15. Hard Advocacy Soft Advocacy Mission Premium Knowledge Premium LEAD GENERATION TYPES OF VALUE EXCHANGE Team Spirit Feedback Loop Services Entry Point� Other
  16. 16. I CAN HAZ FACEBOOK FUNDRAISER? Canada just got Facebook fundraising in November 2018.
  17. 17. THANK YOU FOR YOUR TIME. cjarrett@spca.bc.ca knguyen@spca.bc.ca THE END

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