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Leveraging Social Media
Designated Editor
Speaking Series



                    for Fundraising & Events
                    Association of Fundraising Professionals

                    Suzanne McDonald | Content & Social Strategist


                    Sue@DesignatedEditor.com


                         @Sue_DesigEditor
suzanne’s experience
              Social Media
              Strategies professor


  6 years                            Page 1




  Masters in Journalism
  & Mass Communications              BA in Journalism




                                               www.designatededitor.com   2
www.designatededitor.com   3
Challenges we’ll address
o  Which tools will help me organize my event?

o  Which tools are best for promoting my event?

o  How can I possibly manage more?

o  How can I measure and show ROI?

o  How can I grow my attendance?


 @Sue_DesigEditor                     www.designatededitor.com   4
Traffic sources




@Sue_DesigEditor   http://blog.eventbrite.com/social-commerce-a-global-look-at-the-numbers/   www.designatededitor.com   5
4 stages to leverage new media

Stage 1 Setting up your event

Stage 2 Promoting your event

Stage 3 Day-of event

Stage 4 Post-event analysis & ROI



@Sue_DesigEditor                    www.designatededitor.com   6
@Sue_DesigEditor   www.designatededitor.com   7
Stage 1 Setting up your event
  !  Utilize online ticketing platforms
  !  Use your target audience’s vocabulary

  !  Establish an integrated editorial calendar
  !  Determine which platforms are best
  !  Choose a distinct but natural hashtag

  !  Pick venues and suppliers who are active


 @Sue_DesigEditor                         www.designatededitor.com   8
Keywords: Your prospects’ vocabulary




@Sue_DesigEditor               www.designatededitor.com   9
Keywords: Include in Titles and Descriptions




  @Sue_DesigEditor                  www.designatededitor.com   10
Editorial calendars




 @Sue_DesigEditor     www.designatededitor.com   11
Stage 2 Promoting your event

 !  Think multichannel and integration

 !  Make your website the information hub

 !  Share and link back to your blog
 !  Feature your speakers and guests
 !  Create social incentives to go together

 !  Keep in touch with attendees & RSVPs

@Sue_DesigEditor                         www.designatededitor.com   12
@Sue_DesigEditor   http://www.bitrebels.com/social/social-media-strategy-engage-fans/   www.designatededitor.com   13
Events




         www.designatededitor.com   14
Targeting ads
•  Towns & cities   •  Marital status
•  Education        •  Interests & Likes
•  Gender           •  Age




@Sue_DesigEditor                  www.designatededitor.com   15
@Sue_DesigEditor   http://visual.ly/google-plus-killer-facts-and-statistics   www.designatededitor.com   16
email




@Sue_DesigEditor   http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php   www.designatededitor.com   17
Blog: helpful, not boring




 @Sue_DesigEditor           www.designatededitor.com   18
Groups worth joining?




@Sue_DesigEditor                       www.designatededitor.com   19
Other ways to get the word out




@Sue_DesigEditor          www.designatededitor.com   20
QR codes: How to make ’em




@Sue_DesigEditor   http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/ www.designatededitor.com   21
www.designatededitor.com   22
Stage 3 Day-of event

 !  Encourage live blogging & sharing

 !  Be sure to display hashtag everywhere

 !  Engage and respond, address issues
 !  Create a lounge for social users to meet
 !  Take questions via Twitter

 !  Stream the event via UStream

@Sue_DesigEditor                        www.designatededitor.com   23
@Sue_DesigEditor   www.designatededitor.com   24
Connections




              www.designatededitor.com   25
@Sue_DesigEditor   http://mashable.com/2012/05/06/instagram-america/   www.designatededitor.com   26
@Sue_DesigEditor   www.designatededitor.com   27
@Sue_DesigEditor   http-_digsandbox.com_blog_2012_02_marketing-with-pinterest-infographic_
                                                                                             www.designatededitor.com   28
Show your expertise visually or curate others’




  @Sue_DesigEditor                   www.designatededitor.com   29
Stage 4 Post-event analysis & ROI
 !  Determine power users

 !  Keep in touch with influencers

 !  Share upcoming events, offer discounts

 !  Monitor chatter & assess success

 !  Publicize event’s impact across all channels

 !  Compile promo material for next year now

@Sue_DesigEditor                       www.designatededitor.com   30
Tools to drive blogs & content




@Sue_DesigEditor                 www.designatededitor.com   31
@Sue_DesigEditor   www.designatededitor.com   32
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   33
@Sue_DesigEditor   www.designatededitor.com   34
Stage 4 How are we doing?




@Sue_DesigEditor            www.designatededitor.com   35
Facebook Insights
!"#$#%&%"'()(*%+%,$"-%(




                          www.designatededitor.com   36
Google Analytics




@Sue_DesigEditor   www.designatededitor.com   37
Perks: Social media for event planning
 !  Understand & relate to donors

 !  Boost attendance and awareness
 !  More efficient & effective

 !  You’ll know what’s working
 !  Longer-lasting vs. paid media

 !  Hear and address issues as they arise
 !  Broader brand-building boosts awareness
@Sue_DesigEditor                     www.designatededitor.com   38
In-person engagement




                       www.designatededitor.com   39
Designated Editor
Speaking Series     Leveraging Social Media
                    for Fundraising & Events

                    Questions?                 Happy to help!



                    Suzanne McDonald | Content & Social Strategist

                    Sue@DesignatedEditor.com


                         @Sue_DesigEditor

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Leveraging social media for fundraising & events by suzanne mc donald

  • 1. Leveraging Social Media Designated Editor Speaking Series for Fundraising & Events Association of Fundraising Professionals Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
  • 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
  • 4. Challenges we’ll address o  Which tools will help me organize my event? o  Which tools are best for promoting my event? o  How can I possibly manage more? o  How can I measure and show ROI? o  How can I grow my attendance? @Sue_DesigEditor www.designatededitor.com 4
  • 5. Traffic sources @Sue_DesigEditor http://blog.eventbrite.com/social-commerce-a-global-look-at-the-numbers/ www.designatededitor.com 5
  • 6. 4 stages to leverage new media Stage 1 Setting up your event Stage 2 Promoting your event Stage 3 Day-of event Stage 4 Post-event analysis & ROI @Sue_DesigEditor www.designatededitor.com 6
  • 7. @Sue_DesigEditor www.designatededitor.com 7
  • 8. Stage 1 Setting up your event !  Utilize online ticketing platforms !  Use your target audience’s vocabulary !  Establish an integrated editorial calendar !  Determine which platforms are best !  Choose a distinct but natural hashtag !  Pick venues and suppliers who are active @Sue_DesigEditor www.designatededitor.com 8
  • 9. Keywords: Your prospects’ vocabulary @Sue_DesigEditor www.designatededitor.com 9
  • 10. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 10
  • 11. Editorial calendars @Sue_DesigEditor www.designatededitor.com 11
  • 12. Stage 2 Promoting your event !  Think multichannel and integration !  Make your website the information hub !  Share and link back to your blog !  Feature your speakers and guests !  Create social incentives to go together !  Keep in touch with attendees & RSVPs @Sue_DesigEditor www.designatededitor.com 12
  • 13. @Sue_DesigEditor http://www.bitrebels.com/social/social-media-strategy-engage-fans/ www.designatededitor.com 13
  • 14. Events www.designatededitor.com 14
  • 15. Targeting ads •  Towns & cities •  Marital status •  Education •  Interests & Likes •  Gender •  Age @Sue_DesigEditor www.designatededitor.com 15
  • 16. @Sue_DesigEditor http://visual.ly/google-plus-killer-facts-and-statistics www.designatededitor.com 16
  • 17. email @Sue_DesigEditor http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php www.designatededitor.com 17
  • 18. Blog: helpful, not boring @Sue_DesigEditor www.designatededitor.com 18
  • 19. Groups worth joining? @Sue_DesigEditor www.designatededitor.com 19
  • 20. Other ways to get the word out @Sue_DesigEditor www.designatededitor.com 20
  • 21. QR codes: How to make ’em @Sue_DesigEditor http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/ www.designatededitor.com 21
  • 23. Stage 3 Day-of event !  Encourage live blogging & sharing !  Be sure to display hashtag everywhere !  Engage and respond, address issues !  Create a lounge for social users to meet !  Take questions via Twitter !  Stream the event via UStream @Sue_DesigEditor www.designatededitor.com 23
  • 24. @Sue_DesigEditor www.designatededitor.com 24
  • 25. Connections www.designatededitor.com 25
  • 26. @Sue_DesigEditor http://mashable.com/2012/05/06/instagram-america/ www.designatededitor.com 26
  • 27. @Sue_DesigEditor www.designatededitor.com 27
  • 28. @Sue_DesigEditor http-_digsandbox.com_blog_2012_02_marketing-with-pinterest-infographic_ www.designatededitor.com 28
  • 29. Show your expertise visually or curate others’ @Sue_DesigEditor www.designatededitor.com 29
  • 30. Stage 4 Post-event analysis & ROI !  Determine power users !  Keep in touch with influencers !  Share upcoming events, offer discounts !  Monitor chatter & assess success !  Publicize event’s impact across all channels !  Compile promo material for next year now @Sue_DesigEditor www.designatededitor.com 30
  • 31. Tools to drive blogs & content @Sue_DesigEditor www.designatededitor.com 31
  • 32. @Sue_DesigEditor www.designatededitor.com 32
  • 33. who is your audience? @Sue_DesigEditor www.designatededitor.com 33
  • 34. @Sue_DesigEditor www.designatededitor.com 34
  • 35. Stage 4 How are we doing? @Sue_DesigEditor www.designatededitor.com 35
  • 36. Facebook Insights !"#$#%&%"'()(*%+%,$"-%( www.designatededitor.com 36
  • 37. Google Analytics @Sue_DesigEditor www.designatededitor.com 37
  • 38. Perks: Social media for event planning !  Understand & relate to donors !  Boost attendance and awareness !  More efficient & effective !  You’ll know what’s working !  Longer-lasting vs. paid media !  Hear and address issues as they arise !  Broader brand-building boosts awareness @Sue_DesigEditor www.designatededitor.com 38
  • 39. In-person engagement www.designatededitor.com 39
  • 40. Designated Editor Speaking Series Leveraging Social Media for Fundraising & Events Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor