Social Media for Special Events #Sm4events
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Presentation given at AFP Arizona State Conference on Friday, July 24, 2015 with Josh Hirsch: social media platforms, case studies and strategies for fundraising special events.
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Social Media for Special Events #Sm4events
- 1. Social Media for Special Events #sm4events Lisa M. Chmiola, CFRE @houdatlisa Josh Hirsch @JoshHirsch1 AFP Arizona State Conference July 24, 2015
- 2. The Social Media Revolution #sm4events
- 3. Quiz Show! #sm4events How many status updates are posted on Facebook each day? • 60 million
- 4. Quiz Show! #sm4events If Facebook were a country, it would be the X largest. • 3rd (behind China and India, ahead of the US)
- 5. Quiz Show! #sm4events You Tube is the X largest search engine in the world. • 2nd
- 8. Facebook • Est. 2004; 1.44 billion monthly active users • Social networking site • Hashtags to curate content • Personal Profile, Page, Group or Event • Success story: #GlobalSelfie campaign #sm4events
- 13. Instagram • Est. 2010; 300 million monthly active users • Photo & video sharing; like Twitter in use of handles & hashtags • Can share to other apps with single post • Success story: #ToyotaGiving campaign #sm4events
- 14. #sm4events
- 15. Twitter • Est. 2006; 302 million monthly active users • 140-character micro-blogging site • Listen and engage • Success story: #fundchat #sm4events
- 16. Invitation & RSVP apps • Most popular is Eventbrite, est. 2006 • Free to use if not charging for tickets/admission; reduced rates to nonprofits selling event tickets • Can promote to your audiences and also to Eventbrite users; integrated with Bidding for Good auction site • Success story: St. Agnes Academy #sm4events
- 17. #sm4events
- 18. Vine • Est. 2013; 40 million registered users • Short, looping videos – 6.5 seconds • Success story: #6secondCV #sm4events
- 19. #sm4events
- 20. Periscope • Est. March 2015; 1 million users in first 10 days • Live broadcasting mobile app • Tips for use: #sm4events • Consider location • Use a tripod • Have an engagement policy • Live commentary • Systems check • Tell people it’s streaming live • Spread the word
- 21. Crowdfunding • Tilt: founded in 2012, 300k+ groups have used to collect funds – Offers reduced fees, receipting for nonprofits • GoFundMe: founded in 2010, $1.1B raised from 13M donors – Offers NP section to browse projects to support – No charge to donors but appx 8% fee to NP • Kickstarter: founded in 2009, $1.77B+ raised for nearly 87k projects – NOTE: Charity fundraising not allowed here! #sm4events
- 22. #sm4events
- 23. Choosing which platforms to use • Where are your constituents? • What are you trying to accomplish with social media? • Do you have great visual content to share? • Who will manage the sites? What is their level of knowledge? #sm4events
- 24. When to develop your own app • Do you have a need for real-time updates which cannot be easily communicated otherwise? • Can the app reduce other event resources/expenses (e.g. program book)? • Do you have a need for attendees to engage among themselves during your event? • Are you prepared to deal with technical glitches and increased expectations from attendees? #sm4events
- 25. Case Study: #GreatGive15 • 24-hour online giving day • 437 nonprofits from Palm Beach and Martin Counties • $3,072,954 from 10,716 gifts #sm4events
- 27. #sm4events
- 32. Case Study: #AFPeeps • Social media ambassadors for AFP-IHQ conference and other activities • Identified from active social media participants on existing channels • Expanded into official conference booth presence, offering workshops to attendees #sm4events
- 33. #sm4events
- 34. Case Study: TEDxBocaRaton • “Ideas worth spreading” • Engage community through a contest • Social Media Influencers #sm4events
- 35. #sm4events
- 38. Case Study: Houston Marathon • Ambassador program in 3rd year: – Contest held to select – Must agree to post/blog about race/running • Also has dedicated app – Participant tracking – Expo information – Social media sharing • Strong presence on Facebook, Twitter, Instagram #sm4events
- 39. Case Study: Houston Marathon #sm4events
- 40. Managing success: metrics #sm4events • Inside social media platforms • External sites (e.g. Klout, Storify) • What to look for? – Number of followers, increases and decreases – Post Engagement: Comments, Likes, Reshares – Time of day/Day of week: When is most engagement happening? – Demographics: who is engaging with you?
- 41. #sm4events
- 42. Developing your strategy • Which platforms/apps will you use? – Who will develop content? Who will post it? – How often will you post? • How will you implement into your event? – How will you engage attendees prior to the event? During? After? – Who will monitor responses? • What challenges do you foresee? • How will you determine success? #sm4events
- 43. You can download this template from pptTemplate.net Follow us on Twitter @ppttemplatenet Questions? Contact us! Lisa: houdatlisa@gmail.com @houdatlisa Josh: Josh_hirsch@hotmail.com @joshhirsch1 #sm4events
Editor's Notes
- Intros Poll: who manages SM for org? Which platforms: FB, Twitter, Instagram? Reference tweets-ones we are sending and encourage them to post. Slideshare & Storify.
- https://www.youtube.com/watch?v=0eUeL3n7fDs
- First hashtag used on Twitter – August 23, 2007 Hashtags became hyperlinked on Twitter – July 2, 2009 Way for people to search on a specific topic and filter through the overflow of online content Brands use hashtags as a way to promote engagement, throw their brand into conversations
- How much it’s changed in 11 years; started out needing college/university account to join. Now grandmothers fastest growing demographic on site.
- As of March 2015 – Average number of daily users was 936 million daily As of March 2015 – Average number of daily mobile users was 798 million daily 1.25 billion monthly active mobile users (more than 85%) Approximately 82.8% of daily active users are outside of North America More than 40 million small business Pages
- This is your personal brand Not intended for commercial use Limited on the features available to you Increased privacy settings, ability to limit access to your content
- Authentic and public presence Can also be your personal brand (i.e. actors, musicians, artists, etc.) Limited on privacy settings, visible to anyone on the Internet Access to more features (boost posts, Facebook advertising) Ability to schedule posts (can’t schedule posts natively through Facebook, but using 3rd party platform like Buffer you can schedule to a personal profile)
- Place for small communication of individuals with common interests (affinity groups, clubs, organizations, etc.) 3 types of Groups: Open, Closed, Secret Limited on features
- More than 100 countries participated. 36,422 individual selfies made up the “Global Selfie.” Images were taken from Twitter, Instagram, Facebook, Google+ and Flickr. Result is a 3.2 gigapixel image of each hemisphere. http://www.gigapan.com/gigapans/155294
- FB owned. Can like and comment in app. Need a separate app such as Repost for regramming content. Also need separate apps for creating photo collages but you can use the collages anywhere then. Hashtag heavy-strategy to use more as no character limits and helps expand reach. Considered acceptable. Can be used for contests.
- each tweet or IG generated $2 for a nonprofit partner. Resulted in 4k impressions and funds for 11 orgs
- 500 million tweets sent daily; character limit = well thought out strategy on content Library of Congress Archive – initially signed agreement with Twitter for all tweets from 2006-2010 (More than 170 billion tweets and growing) 80% of active users on a mobile device 77% of accounts are outside the United States Largest soapbox possible with targeted hashtags https://media.twitter.com/best-practice/live-tweeting-faith-nonprofit-leaders-organizations Twitter chats are great exposure: #fundchat #grantchat
- Not limited to nonprofits. Tweeting links to other event app sites. 1 million Eventbrite events in 2013 SAA-44 events in 3.5 years. Was using internal website system. EB has allowed easier online marketing leading to increased attendance.
- http://www.eventbrite.com/e/st-agnes-alumnae-professional-networking-happy-hour-tickets-16306100987 Features: can check in attendees via app, can also print nametags and check in lists. Events can be public or private. Easy sharing to other apps. Can personalize event link and customize fields for RSVP display. Can have physical tickets. Can email attendees; site also sends auto reminder 48 hours out. Can add JPEGs. Integrations with MailChimp, Survey Monkey and other services. Tips: set your RSVP number high or event will close to others.
- Acquired by Twitter in October 2012 for a reported $30 million April 9, 2013 – most downloaded free app Popular by 14-20 year olds 12 million Vines uploaded daily to Twitter 1.5 billion loops daily 5 tips how to use Vine for events, conferences and trade shows 1. Viral marketing 2. Present your team/staff 3. Engage the audience 4. Prepare/Inform attendees 5. Pre-event marketing
- Nestle UK Recruit interns for its 10-week paid placements as apart of their youth employment strategy
- Acquired by Twitter for a reported $100 million 7 tips how to use Periscope for special events 1. Choose your location wisely 2. Try to avoid handheld 3. Have an engagement policy 4. Live commentary 5. Systems check 6. Tell people you are live streaming 7. Spread the word
- Insert link to Lisa’s blog entry. http://fablanthropy.com/2015/07/20/mission-mondays-crowdfunding-saves-a-cat/ Allowed support outside of immediate region & even outside of Canada. Key is to have strong social media channels and be responsive, post frequent updates.
- Tweeting Inc article. http://www.inc.com/michelle-manafy/how-to-choose-the-best-social-media-sites-to-market-your-business.html Consider surveying volunteers, donors to see what sites they are using. Professional angle? LInkedIn is for you. Real time updates? Try Twitter. Visual content is great on Pinterest & IG. And so on. Management-engagement “not just a commercial it’s a conversation”
- Reference AFP IHQ conference app Technical glitches = crisis communications Having app doesn’t mean conversation stops elsewhere; adds a layer/dimension. Make integration easy (they allowed listing of handles/profiles)
- During campaign days
- Stewardship-thank you video
- Designed to give communities, organizations and individuals the opportunity to stimulate dialogue through TED-like experiences at the local level.
- Designed to give communities, organizations and individuals the opportunity to stimulate dialogue through TED-like experiences at the local level.
- Need links to what we will show on screen.
- https://storify.com/riceuniversity/rice100-1
- 10 minutes to work in groups; have some share afterwards.