The document discusses leveraging social media for fundraising and event promotion. It outlines 4 stages: setting up the event, promoting the event, day-of event activities, and post-event analysis. For each stage, specific social media tools and strategies are recommended, such as using hashtags, livestreaming, and analyzing metrics. The goal is to boost attendance, engagement, and overall awareness of the event and organization.

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

3. www.designatededitor.com 3

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

22. www.designatededitor.com 22

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