Презентація Кейт Хед, експертки International Media Solutions з 30-тирічним досвідом в сфері стратегічних комунікацій, досліджень громадської думки, та адвокаційних кампаній. Кейт має унікальний досвід планування та впровадження інформаційних кампаній в сфері економіки, політики та соціальних питань в багатьох країнах світу. Також Кейт реалізовувала навчальні програми для НУО та урядів більш ніж 20-ти країн. Кейт - сертифікований аналітик web-usability та член Національної асоціації урядових комунікаторів.
Digital pr what every pr pro needs to know about seoGreg Jarboe
Presentation by Greg Jarboe, president and co-founder of SEO-PR, entitled, "Digital PR: What every PR Pro needs to know about SEO," which was delivered on December 11, 2020, at PR Asia 2020.
Michael Hofman, CEO of See3 Communications' presentation at the 2010 PEJE Conference about how schools must use video to meet their goals, build awareness, and raise funds
Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks
Digital pr what every pr pro needs to know about seoGreg Jarboe
Presentation by Greg Jarboe, president and co-founder of SEO-PR, entitled, "Digital PR: What every PR Pro needs to know about SEO," which was delivered on December 11, 2020, at PR Asia 2020.
Michael Hofman, CEO of See3 Communications' presentation at the 2010 PEJE Conference about how schools must use video to meet their goals, build awareness, and raise funds
Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks
Writeup: http://zygote.egg-co.com/social-media-roi/
A presentation on social media ROI. I tend to be quite visual with my presentations so you won't get a lot of the wordy content unless you're there listening to me! But anyway, it's roughly split into 3 parts:
1) Identifying why ROI from social media is difficult to measure.
2) Thinking about how to define new success metrics that make sense for your business.
3) Real-world campaigns and how you could measure their success.
Growing Leads and Sales with Social Media: The Digital Funnel StrategyMike Gingerich
How can you grow leads and have a real ROI with Social Media? You need to see social as part of a larger digital marketing strategy. Slides from a Keynote Presentation at Social Media Lima 2014.
Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital S...KDMC
Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital Strategy by Beth Kanter
Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.
Growing Leads & Sales with Social Media - event slidesMike Gingerich
Wanting to use Social Media strategically in your business?
• Trying to determine what social networks to be on?
• Having trouble keeping up with the latest social media marketing methods and networks?
All this and a strategic plan overview for how social media can be used by your business to grow leads and sales!
These slides are from a workshop presented by Mike Gingerich to help solo-preneurs, small businesses and marketing teams from larger businesses understand how they can use social media as part of their overall integrated marketing plan to increase their web presence, reach new customers, and nurture new leads to become clients.
This presentation will help businesses answer the following questions:
What social networks should our business focus on?
How can we not just spend time, but gain real leads via social media?
How can our team manage social efficiently on limited time?
What trends for 2014 in social media do we need to be aware of?
How does social media fit in our overall marketing plan?
How do I capture leads from social media?
How Retailers can Grow Leads and Sales with Social MediaMike Gingerich
How can retailers grow leads and sales with Social Media? The key is understanding where you should be present, how you should communicate, and having a strategy for marketing campaigns that flow with the digital funnel process. Learn about the Digital Marketing Funnel and more from Mike Gingerich. Covering Social Media with specific ideas for Facebook, Pinterest, Google+, YouTube, and more.
How to Perfect Your Facebook Business Page - WorkshopBoostly
Here are the slides and live video from a recent workshop I hosted in Scarborough, UK.
We covered
- How to create an engaging post
- Why competitions are the best way to quickly growth hack
- Why you are wasting your money with Facebook Ads
- Why Live video is the way forward
- Why you should have a Facebook Group
Schmooze optimization: How it increases views, improves engagement, and boost...Greg Jarboe
According to Wiktionary, ‘schmooze’ means “to talk casually, especially in order to gain an advantage or make a social connection,” and ‘optimization’ means “the design and operation of a system or process to make it as good as possible in some defined sense." So, schmooze optimization is the process of making casual conversation with influential individuals who can help you increase views, improve engagement, and boost earnings on YouTube. Greg will share the latest best practices and strategies for keeping the digital video industry’s top creators, marketers, and brands current and competitive in an ever-changing market.
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
Writeup: http://zygote.egg-co.com/social-media-roi/
A presentation on social media ROI. I tend to be quite visual with my presentations so you won't get a lot of the wordy content unless you're there listening to me! But anyway, it's roughly split into 3 parts:
1) Identifying why ROI from social media is difficult to measure.
2) Thinking about how to define new success metrics that make sense for your business.
3) Real-world campaigns and how you could measure their success.
Growing Leads and Sales with Social Media: The Digital Funnel StrategyMike Gingerich
How can you grow leads and have a real ROI with Social Media? You need to see social as part of a larger digital marketing strategy. Slides from a Keynote Presentation at Social Media Lima 2014.
Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital S...KDMC
Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital Strategy by Beth Kanter
Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.
Growing Leads & Sales with Social Media - event slidesMike Gingerich
Wanting to use Social Media strategically in your business?
• Trying to determine what social networks to be on?
• Having trouble keeping up with the latest social media marketing methods and networks?
All this and a strategic plan overview for how social media can be used by your business to grow leads and sales!
These slides are from a workshop presented by Mike Gingerich to help solo-preneurs, small businesses and marketing teams from larger businesses understand how they can use social media as part of their overall integrated marketing plan to increase their web presence, reach new customers, and nurture new leads to become clients.
This presentation will help businesses answer the following questions:
What social networks should our business focus on?
How can we not just spend time, but gain real leads via social media?
How can our team manage social efficiently on limited time?
What trends for 2014 in social media do we need to be aware of?
How does social media fit in our overall marketing plan?
How do I capture leads from social media?
How Retailers can Grow Leads and Sales with Social MediaMike Gingerich
How can retailers grow leads and sales with Social Media? The key is understanding where you should be present, how you should communicate, and having a strategy for marketing campaigns that flow with the digital funnel process. Learn about the Digital Marketing Funnel and more from Mike Gingerich. Covering Social Media with specific ideas for Facebook, Pinterest, Google+, YouTube, and more.
How to Perfect Your Facebook Business Page - WorkshopBoostly
Here are the slides and live video from a recent workshop I hosted in Scarborough, UK.
We covered
- How to create an engaging post
- Why competitions are the best way to quickly growth hack
- Why you are wasting your money with Facebook Ads
- Why Live video is the way forward
- Why you should have a Facebook Group
Schmooze optimization: How it increases views, improves engagement, and boost...Greg Jarboe
According to Wiktionary, ‘schmooze’ means “to talk casually, especially in order to gain an advantage or make a social connection,” and ‘optimization’ means “the design and operation of a system or process to make it as good as possible in some defined sense." So, schmooze optimization is the process of making casual conversation with influential individuals who can help you increase views, improve engagement, and boost earnings on YouTube. Greg will share the latest best practices and strategies for keeping the digital video industry’s top creators, marketers, and brands current and competitive in an ever-changing market.
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
Improve your digital marketing with the use of a strategic approach that joins your sales goals to your digital marketing activity. Topics covered include content strategy, SEO, blogging, social media, email marketing, and pay per click.
Beyond Facebook: Building a Social Media Strategy for 2018Chris Snider
• How to create great content for any social network
• How to create content that is native to Instagram
• How to use Stories on Instagram, Snapchat, Messenger and/or Facebook
• How to plan and build a Messenger bot
• The top 10 alternatives to Facebook for reaching your customers
• How to extend your reach and get more interactions on Facebook
• What my students are doing on social media - VSCO and Finstagram accounts
Devise your Digital Marketing and Content Marketing Strategy - Step-by-Step p...Amit Singh
Digital marketing optimization has become required for Internet marketers who wish to compete successfully. From website visitor to closed business, and with the right tools, every phase can be optimized to reduce cost and increase sales. To excel in this internet-savvy world, digital marketers must stay updated with top digital marketing techniques to optimize internet marketing strategies
Devising your content marketing strategy in the digital age relies on data and technology more than ever before. Technology is used to gather the data, and the data is consumed by more technology to automate and optimize every phase of the digital marketing lifecycle.
Social media refers to the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks.
Building a Social Media Strategy Beyond FacebookChris Snider
Presentation for the Iowa School Public Relations Association Conference - Oct. 12, 2018. Find out more about future presentations on my website: https://chrissniderdesign.com/
While social media is one of the best ways to increase brand
awareness, promote your products and services, and connect with your customers, social media is ever-changing and can be a small business’s best friend or worst enemy.
In order to give your small business a fighting chance at marketing with social media, here are five things you must do.
Social commerce is more than just a new shopping experience.
Social selling represents a paradigm shift in how consumers interact with brands: where, when, and how they shop.
For most brands, this creates opportunities for a much more interactive, entertaining, and experiential journey.
Nonprofit Marketing on a Shoestring Budget - May 2020Sharon Mostyn
Make the Most of Your Marketing Dollars!
Discover free and low-cost marketing opportunities with the goal of increasing your nonprofit's fundraising revenue. We'll cover pay-per-click advertising, search engine optimization, content marketing, social media, and email marketing for nonprofits.
During this interactive session we will cover:
Platform changes you need to know about
Opportunities to increase engagement with sponsored content New tools and techniques for measuring success
Similar to Тренди соціальних медіа - 2019: як найкраще зацікавити свою аудиторію? (20)
Правові засади регулювання, організації, ведення бухгалтерського обліку та скла- дання фінансової звітності в Україні визначає Закон України «Про бухгалтерський облік та фінансову звітність в Україні» , який поширюється на всіх юридичних осіб, створених відповідно до законодавства України, незалежно від їх організаційно-пра- вових форм і форм власності, на представництва іноземних суб’єктів господарської діяльності, які зобов’язані вести бухгалтерський облік та подавати фінансову звіт- ність, а також на операції з виконання державного та місцевих бюджетів, і складання фінансової звітності про виконання бюджетів з урахуванням бюджетного законодав- ства, — про це нагадало у своєму листі Міністерство фінансів України
Частина рекомендацій, напрацьованих групою експертів на основі міжнародного досвіду в межах проекту «Зміцнення спроможності Уряду України та організацій громадянського суспільства ефективно співпрацювати», який реалізовується Офісом Координатора проектів ОБСЄ в Україні спільно з Офісом Президента України, Міністерством молоді та спорту України за участі ІСАР Єднання, Українського Форуму Благодійників та Української Біржі Благодійності.
Частина рекомендацій, напрацьованих групою експертів на основі міжнародного досвіду в межах проекту «Зміцнення спроможності Уряду України та організацій громадянського суспільства ефективно співпрацювати», який реалізовується Офісом Координатора проектів ОБСЄ в Україні спільно з Офісом Президента України, Міністерством молоді та спорту України за участі ІСАР Єднання, Українського Форуму Благодійників та Української Біржі Благодійності.
Частина рекомендацій щодо стандартів належного врядування ОГС, напрацьованих групою експертів на основі міжнародного досвіду в межах проекту «Зміцнення спроможності Уряду України та організацій громадянського суспільства ефективно співпрацювати», який реалізовується Офісом Координатора проектів ОБСЄ в Україні спільно з Офісом Президента України, Міністерством молоді та спорту України за участі ІСАР Єднання, Українського Форуму Благодійників та Української Біржі Благодійності.
Матеріали Наталії Климової для сесії "Стратегія комунікацій. Чи є у вас план?"
Школа організаційного розвитку з комунікацій проводилася ІСАР Єднання 11-12 квітня 2019 року за підтримки УВКБ ООН.
Матеріали Олександра Равчева для сесії "Стратегія роботи в соціальних мережах. Чи є у вас план?"
Школа організаційного розвитку з комунікацій проводилася ІСАР Єднання 11-12 квітня 2019 року за підтримки УВКБ ООН.
Матеріали Олександра Равчева для сесії "Чому про вас ніколи не напишуть журналісти? Працюємо над помилками, ділимося лайфхаками".
Школа організаційного розвитку з комунікацій проводилася ІСР Єднання 11-12 квітня 2019 року за підтримки УВКБ ООН.
Матеріали Олександра Равчева для сесії "Онлайн сервіси для спрощення роботи комунікаційника".
Школа організаційного розвитку з комунікацій проводилася ІСР Єднання 11-12 квітня 2019 року за підтримки УВКБ ООН.
Комунікації в компанія громадського лобіюванняISAR Ednannia
Матеріали Олександра Равчева для сесії "Інформаційні кампанії для адвокації та лобіювання".
Школа організаційного розвитку з комунікацій проводилася ІСР Єднання 11-12 квітня 2019 року за підтримки УВКБ ООН.
Матеріали Наталії Климової для сесії "Пишемо й скорочуємо: копірайтинг для успіху".
Школа організаційного розвитку з комунікацій проводилася ІСР Єднання 11-12 квітня 2019 року за підтримки УВКБ ООН.
Russian anarchist and anti-war movement in the third year of full-scale warAntti Rautiainen
Anarchist group ANA Regensburg hosted my online-presentation on 16th of May 2024, in which I discussed tactics of anti-war activism in Russia, and reasons why the anti-war movement has not been able to make an impact to change the course of events yet. Cases of anarchists repressed for anti-war activities are presented, as well as strategies of support for political prisoners, and modest successes in supporting their struggles.
Thumbnail picture is by MediaZona, you may read their report on anti-war arson attacks in Russia here: https://en.zona.media/article/2022/10/13/burn-map
Links:
Autonomous Action
http://Avtonom.org
Anarchist Black Cross Moscow
http://Avtonom.org/abc
Solidarity Zone
https://t.me/solidarity_zone
Memorial
https://memopzk.org/, https://t.me/pzk_memorial
OVD-Info
https://en.ovdinfo.org/antiwar-ovd-info-guide
RosUznik
https://rosuznik.org/
Uznik Online
http://uznikonline.tilda.ws/
Russian Reader
https://therussianreader.com/
ABC Irkutsk
https://abc38.noblogs.org/
Send mail to prisoners from abroad:
http://Prisonmail.online
YouTube: https://youtu.be/c5nSOdU48O8
Spotify: https://podcasters.spotify.com/pod/show/libertarianlifecoach/episodes/Russian-anarchist-and-anti-war-movement-in-the-third-year-of-full-scale-war-e2k8ai4
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
Up the Ratios Bylaws - a Comprehensive Process of Our Organizationuptheratios
Up the Ratios is a non-profit organization dedicated to bridging the gap in STEM education for underprivileged students by providing free, high-quality learning opportunities in robotics and other STEM fields. Our mission is to empower the next generation of innovators, thinkers, and problem-solvers by offering a range of educational programs that foster curiosity, creativity, and critical thinking.
At Up the Ratios, we believe that every student, regardless of their socio-economic background, should have access to the tools and knowledge needed to succeed in today's technology-driven world. To achieve this, we host a variety of free classes, workshops, summer camps, and live lectures tailored to students from underserved communities. Our programs are designed to be engaging and hands-on, allowing students to explore the exciting world of robotics and STEM through practical, real-world applications.
Our free classes cover fundamental concepts in robotics, coding, and engineering, providing students with a strong foundation in these critical areas. Through our interactive workshops, students can dive deeper into specific topics, working on projects that challenge them to apply what they've learned and think creatively. Our summer camps offer an immersive experience where students can collaborate on larger projects, develop their teamwork skills, and gain confidence in their abilities.
In addition to our local programs, Up the Ratios is committed to making a global impact. We take donations of new and gently used robotics parts, which we then distribute to students and educational institutions in other countries. These donations help ensure that young learners worldwide have the resources they need to explore and excel in STEM fields. By supporting education in this way, we aim to nurture a global community of future leaders and innovators.
Our live lectures feature guest speakers from various STEM disciplines, including engineers, scientists, and industry professionals who share their knowledge and experiences with our students. These lectures provide valuable insights into potential career paths and inspire students to pursue their passions in STEM.
Up the Ratios relies on the generosity of donors and volunteers to continue our work. Contributions of time, expertise, and financial support are crucial to sustaining our programs and expanding our reach. Whether you're an individual passionate about education, a professional in the STEM field, or a company looking to give back to the community, there are many ways to get involved and make a difference.
We are proud of the positive impact we've had on the lives of countless students, many of whom have gone on to pursue higher education and careers in STEM. By providing these young minds with the tools and opportunities they need to succeed, we are not only changing their futures but also contributing to the advancement of technology and innovation on a broader scale.
What is the point of small housing associations.pptxPaul Smith
Given the small scale of housing associations and their relative high cost per home what is the point of them and how do we justify their continued existance
Presentation by Jared Jageler, David Adler, Noelia Duchovny, and Evan Herrnstadt, analysts in CBO’s Microeconomic Studies and Health Analysis Divisions, at the Association of Environmental and Resource Economists Summer Conference.
This session provides a comprehensive overview of the latest updates to the Uniform Administrative Requirements, Cost Principles, and Audit Requirements for Federal Awards (commonly known as the Uniform Guidance) outlined in the 2 CFR 200.
With a focus on the 2024 revisions issued by the Office of Management and Budget (OMB), participants will gain insight into the key changes affecting federal grant recipients. The session will delve into critical regulatory updates, providing attendees with the knowledge and tools necessary to navigate and comply with the evolving landscape of federal grant management.
Learning Objectives:
- Understand the rationale behind the 2024 updates to the Uniform Guidance outlined in 2 CFR 200, and their implications for federal grant recipients.
- Identify the key changes and revisions introduced by the Office of Management and Budget (OMB) in the 2024 edition of 2 CFR 200.
- Gain proficiency in applying the updated regulations to ensure compliance with federal grant requirements and avoid potential audit findings.
- Develop strategies for effectively implementing the new guidelines within the grant management processes of their respective organizations, fostering efficiency and accountability in federal grant administration.
2. Volume of content: search words become
important
• Competition --increase amount of advertising, people, organizations,
news and format offerings
• 91 million content results when you google anti-corruption Ukraine,
so making key words, headings, hashtags more important for search
• Website subtitles also become important for search
• For Instagram research shows 9 hashtags are about right—out of the
30 that can be posted
3. #hashtag use
• Create a group name, hashtag for a conversation and use the main
twitter or Instagram to promote it. #UkraineYouthPriorities2019
• Check out general names on Twitter and Instagram before sharing it.
#Leadership is not a hashtag to use.
• People use search engines like Google, but also search on Instagram
and twitter with subject area #hashtags.
• Ukraine under-uses tags. Research shows 9 tags are about the right
number.
• Identify some key words to use in order to be found.
4. Mobile phones
• Rising to the level of TV—95% information through TV and 92% mobile phones--Hootsuite study
2019 for Ukraine
• Most industrialized states phones have increased over TV sets as the tool used to watch video, TV
programs, and get social media, news.
• In Ukraine the Commercial Director of 1+1 says TV viewing is declining, BUT if you count digital
platforms of TV corporations - consumption is actually raising. Especially because typical TV
ratings measure home viewing, while digital gets access to the people during their free time.
• TV series "School" was very successful, although a significant amount of viewers resulted from
YouTube.
• Most of the YouTube ads are generated by Ukrainian TV. However, there are new players: brands
(that create their own media) and influencers (that work in existing social networks).
• ROZETKA (on-line retailer) has the same amount of viewers as 1+1 TV channel
• The takeaway from this is that YouTube is an important channel for your content.
5.
6. Video research
• Social posts with video generate 12x more shares than text and
images combined.
• Facebook found with Nielsen that up to 47% of the value in a video
campaign was delivered in the first three seconds
• 74% of the value was delivered in the first ten. We know that 65% of
people who watch the first three seconds of a video will watch for at
least ten seconds and 45% continue watching for thirty seconds.5
• Facebook research found that when feed-based mobile video ads play
loudly when people aren’t expecting it, 80% react negatively, both
toward the platform and the advertiser. Facebook will be making
captions easier in 2019.
7. Video
• More search on you-tube for how-to do something, school assignments,
understanding of complex issues—and of course entertainment.
• YouTube and google are owned by the same company so google searches
shows more video choices.
• Video does not need to be professional, but needs to be compelling to be
shared.
• For organizations this means your content needs to be engaging,
educational and interesting.
• Can be crowdsourced or user generated and do more than showcase
activities, meetings and conferences. Show how this impacted your
audience and have a variety of attendees saying the take-aways from
events.
8. YouTube video
• YouTube: Owned by google and therefore shows up in google search more
prominently.
• News sources – including Russian content—are found here under anti-
corruption Ukraine and organization do not have enough traffic to be high
in the feed.
• How-to videos are important here as well as explanatory videos. Many
young people use YouTube as a search engine.
• Is an alternative to television, and on autopay will automatically load
similar content based on algorithms and page likes.
• Goal is to get followers who will view your content, and from there,
increased viewers will bring viewers videos for recommendations or in
autopay.
9. Story telling
• Problem, action, result, or
• Beginning, middle, end, or
• Incident personal experience, action taken to solve or prevent
problem and benefit of the action
• This can be done through video or through a series of pictures or a
carousel ad where pictures are loaded.
10. How to make a storyboard
• Step 1: Create a Template. Draw
a series of rectangles on a piece
of paper, as if you were creating
a comic strip. ...
• Step 2: Add the Script. Under
each rectangle, write the line of
script or dialogue that
corresponds to that scene.
• Step 3: Sketch out the story. ...
• Step 4: Add Notes.
11. Facebook live
• Leaders and employees can do Facebook live.
• Go to organization’s page or personal profile. >Live Video>Live
Map>Go Live>Finish.
• Page followers and visitors get a notification when a page is going live
and afterwards, the content will be on the feed.
• Questions—can ask beforehand or during the event, but someone
needs to monitor questions when live so presenters can talk and not
stare at devices.
• Horizontal view yields a much nicer sized video in the news feed.
• Can be live four hours.
13. Content
• Facebook Activity Logs through settings will tell you how many likes,
comments and shares each post has.
• This provides insight into the type of content the audience wants whether
it is video, images, events.
• Also provides some idea about spokespeople, headings and post times.
• Consider doing a bit of analysis about timing, headings, photos.
• Consider looking at priority posts that did not get enough traffic and
consider re-purposing the content this with new pictures, headings and
cross messages to expand outreach.
• Many commercial influencers recycle and reuse content that did not get
the attention they wanted.
14.
15. Facebook
• Boosting the ads shows the ads to your followers and their friends.
• Assures you are getting on the feeds of followers
• Good for events where people are likely to attend with their friends because
it goes to friends of followers.
• Also good for large audiences—if you have thousands of followers, and need
to make sure they see it.
• Buying ads
• Better for new audience development
• Good for campaign-related posts to large audiences
• Important when you can target very specific audiences
• This requires looking at the audience tool and identify specific geographic or
demographic groups
16. Instagram
• Instagram—is owned by Facebook and is organized around following
friends and #hashtags by subject matter.
• Can be integrated with Facebook or Twitter through hashtag use. Live
video one hour.
• Video posts are 15 seconds long or up to 60 second for profiles.
Photos on Instagram have 38% more likes over text
• Location tags 79%
• Posts with one hashtag 12.6% more than 0
• Although there can be as many as 30 tags, 9 is ideal*
17. User generated content
• User generated content is rising in popularity and is more believable to
audiences. Consider using youth organizers, impacted people as
spokespersons that the target audience identifies as “like us” to explain
reforms or services.
• User generated videos on YouTube get 10x more views than content
created and uploaded by the actual brand.
• Videos do not need to be professional—we know this through content that
we look at each day.
• Critical factors is that it needs to be compelling and interesting
• Headings, opening 3 seconds and having a hook or something exciting to
say at the beginning is key.
• This can be done through mobile phone clips sent to communication
officers or through Facebook live.
19. Planning Campaigns
• Message repetition is commonly used that 7 views among
advertisers will penetrate users, but social science often give numbers
of 10-20 to have a message understood and repeatable to an
audience.
• This is why political campaigns and car, mobile phone and retail
continually advertise.
• The same is true for organizations and education and behavior
change are a more difficult challenge than providing easy to
understand information.
20. Social media goals
• Goals—What is your audience to do—what is the call to action, or ask on
social media
• Simple as like our video, to more complicated like register for an event
• Important you think about this for the long term based on organizational
goals
• Ask to join movement? Then what? Ask to come to event Then what? Ask to take a
leadership role? Then what?
• Sometimes there is a graduation model for activists—what comes first, then what,
then what is a good way to organize your effort.
• Many organizations collect names or likes, then have no plans what they want them
to do next
• Important to have a list of increased activism
21. Ask and identify how many
• To do this—how many people do you want to have do this specific
action or ask.
• This can be join our movement,
• Sign a petition
• like or share
• attend an event
• Put numbers to the goal—how many respondents do you need and
based on that, identify how many people to reach.
• Given the size of the number, what audience both in raw numbers
and well as with geography need to be targeted.
22. Targeting and identifying reach is easily done
through social media
• YouTube ads reach particular demographic groups and can be based
on content interests.
• “Reach” includes reach, share, like.
• “Video views” pay for 3 seconds
• “Traffic”—click on ad and go to webpage.
• Ads to the feed the most common; direct message posts are costly,
but more likely to be viewed.
• Facebook pixel—essentially a line of code—can be to websites allows
Facebook web content to appear in the feed or as “discover” ads on
the side of the Facebook page.
24. Targeting: Can add or delete categories
• Interests are more limited in Ukraine than other countries, but news
services, magazines, universities, “patriot” are all interests to
consider.
• Targets depend on A/B testing of audiences and custom audience
profiles.
• Facebook is cheaper in Ukraine than in other countries, so the cost of
outreach to a larger audience is not prohibitive.
25.
26. Facebook ad payment
• Costs are determined by the size of the audience and how much the
algorithms have to work.
• Payment is by budget per day, and within a time limit over 1-2 weeks, so
Facebook can maximize spending on busy traffic days.
• Ukraine Facebook costs are substantially less expensive than US, Europe
costs:
• Price per click .013 or .015 USD
• Price to reach .0001 to .0005 USD
• When you click on the “Get More Page Likes” option, you are actually being
charged for the number of impressions being shown (a CPM rate) and this
would not be worth it.
• Set a limit to the total amount and daily budget. Schedule start and end--
helps pace the campaign.
27. Split or A/B testing
• Can Test:
• The ad graphic/thumbnail
• Headlines and description
• Call to action
• Audience demographics
• Age, gender, interests, location,
• Typical test run 7-14 days to see the trend lines (Ukraine)
• $10 day with about 2,000+ audience (Ukraine)
• Larger audiences because of fewer categories in Ukraine
• Price per click .013 or .015
• Price to reach .0001 to .0005
• Overtime, the trends become lessons learned
• Once the test is complete, chose the best performing and then buy
28. A/B testing of audience and content type
Youth campaign
Ad 1
Testimonial video
Ad 2
Photo ad
Ad 1
Testimonial video
Ad 2
Photo ad
Ad Set 1
Civic groups
members
Ad Set 2
News subscribers
30. Tests and learning
• Four audience selections and/or ads per test.
• Can be used to test whether content or audience targets are effective.
• Not unusual to do two versions of each ad such as video and an
image ad at the start of the campaign to test audience preferences.
• For a small amount of resources, $35, can test ads for television or
print and get feedback from A/B tests.
• Not unusual to change thumbnails, photos, spokespersons, scripts or
type of content based on results of the test.
• Can test for actions: share, sign-up, petition, forms, registration.