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1 Social Media 101
2 About Me Ifdy Perez addthis.com 2
3 Give Local America social media accounts 3
4 Overview: Social Media for Giving Days 101 1) Storytelling 2) Facebook Tips 3) Twi:er Tips 4) Instagram Tips 4
5 Storytelling: The Alpha and the Omega 5
6 How a Great Story Impacts a Fundraising Campaign Donors need to relate emo@onally to your cause to give A good story gives the reason to care (direct impact) WOMM increases Focus on people, beneficiaries, why you are fundraising, etc. 6
7 7 Why Bat Kid Was the Ultimate Story
8 8 REMEMBER: People want emotion, not statistics or messages
9 Pictures are worth 1000 Words: Share Visual Stories!!! 9
10 10 Facebook Social Media Number one social network in the world: 1.35 billion Businesses usually rely on ads to help boost their page performance. Consider a spend. Most giving day social dona@ons are referred via Facebook
11 Facebook Tip 1: Use Visual Media We tell non- profits all Photos are everything. Facebook Strategic Partnerships Manager Libby Leffler Always have a visual asset as the center of your updates Create a photo album for your giving day campaign 11
12 Facebook Tip 2: Consider Creating an Event for Your Giving Day Creates calendar reminder on Facebook Prepares your following for the giving day Event link on your website invites people to see live updates 12
13 13 Facebook Tip 3: Balance Your Content Ratio 70% of posts should feature relevant content from the Facebook users 20% should come from curated sources 10% should be brand (like giving day asks)
14 Facebook Tip 4: Interactions Answer about your Ask your to encourage on your page Give shout- outs to donors and volunteers 14
15 15 Facebook Tip 5: Private Groups Use groups to convene board members, influencers, and important donors The group gives you a place to ac@vate them during the giving day Be sure to empower group members to post and converse
16 Twitter Overview The number 5 social network (Pew) in the world w/ 285 million ac@ve users Great for engaging content creators, reporters, influencers Top social source for Google search rank valida@on Good for public acknowledgements of donors 16
17 Twitter Done solicit via Twi:er Tweets include pictures of their work Personalize the Twi:er experience for followers 17
18 Twitter Tip1: Image is everything Make sure your Twi:er avatar and header images are the correct sizes: Header photo x500 pixels Profile photo - 400x400 pixels 18
19 Twitter Tip 2: Use Images and Videos In Your Updates Photos and videos are a must for higher enagement Show pictures of your work/beneficiaries when you make asks Consider live video streaming with Meerkat or Periscope: Both Twi:er bolt- on apps are red hot 19
20 20 Twitter Tip 3: Interactions Drive Engagement Make sure you are replying to and direct messages. People when you talk to them, NOT when you only post links Aim for a 4:1 ra@o of responses and RTs to posts Keep tweets between 80 and 110 characters so you can be re- Tweeted
21 Twitter tip 4: Use Hashtags A hashtag preceding any word/phrase turns it into a searchable link Hashtags allow you to organize content and track discussion topics based on those keywords # provides a means for influencers/donors to chat 21
22 Hashtags, Continued Remember to use #GiveLocal15 in to the hashtag that your local giving day is using We ll be looking for you and will engage with you! 22
23 Twitter Tip 5: ThunderClap Organize influencers, donors and board members Set up Tweet for a in your giving day campaign Don t forget to sign up for Thunderclap 23
24 Instagram for Good 4 th most popular social network: 300m users. Skews towards millennials, Gen Z and Gen X Users share photos and videos with a cap@on 24
25 Instagram is rapidly replacing Twi:er as a breaking news network Giving days are exci@ng: Show the team, announce goal hits, matching grants, prizes, moments 25 Instagram Tip 1: Report Live
26 It s the network of selfies. People love watching people do things Feature your beneficiaries, staff, donors and volunteers Show people giving Highlight the best pics on Instagram and other networks, including your website. 26 Instagram Tip 2: Pics of People
27 Instagram Tip 3: Trends Instagram rapidly replacing Twi:er as the news and trends network in trends and use common hashtags like Throwback Thursday (#tbt). Leverage your giving day hashtag: Insert yourself into the and how your impacts the community. 27
28 Instagram Tip 4: Behind the Scenes Show people what it s like to work at your organiza@on What you re doing for the community How your beneficiaries are living aper your program is completed 28
29 Instagram Tip 5: Interacting Encourage fans to use your hashtag Reward them by regramming the best ones Follow partner orgs, like, regram and comment on their photos 29
30 Questions? Image by Aaron Squires 30
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