maximizing facebook for aspca mega match-a-thon success · • write a short post with event...

© 2014 ASPCA®. All Rights Reserved.

Maximizing Facebook for ASPCA Mega Match-a-thon Success

© 2014 ASPCA®. All Rights Reserved.

James Stewart-MeudtSocial Media Coordinator ASPCA

james.stewart-meudt@aspca.org

Olivia MelikhovSr. Social Media Manager ASPCA

olivia.melikhov@aspca.org

© 2014 ASPCA®. All Rights Reserved.

Agenda

• Facebook Contests• What’s New With

Facebook• Crafting the Perfect Post• Increasing Organic Reach• Live Event Coverage• Networking• Photo Albums

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Let’s Talk Facebook Contests

• No more 3rd party apps!

• Likes and comments count (shares do not)

• You get by giving!

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Contest on FB Wall

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What’s New with Facebook?

• Videos now automatically play on Facebook

• Everyone loves adorable animal videos!

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What’s New with Facebook?

• Hashtags and Trending Topics

• Take advantage of what people are talking about

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How Can You Reach People?

- Quality vs. Quantity- Remind your fans how to reach you!

- Look at Facebook Insights

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What is the Perfect Facebook Post?

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Make Your Posts POP with Photos

WrongRight!

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Instagram

Facebook loves photos – and Facebook owns Instagram!

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Words… Words… Words

• Treat your Facebook posts like tweets

• Grab attention fast

• Let your photos speak for you

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So what is the “Perfect Post”?

• Short text (70-140 characters)

• Hi-resolution photos whenever possible

• Photos > Links

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Organic Reach – Where are you?

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Increasing Organic Reach

• Publish time – experiment with posting after hours, evenings after 7pm are often the best times

• Compelling photos and videos!

• Use hashtags

• Include call-to-action and ask people to like, comment and share!

• Mix up your regular posts with viral photos and articles

© 2014 ASPCA®. All Rights Reserved.

© 2014 ASPCA®. All Rights Reserved.

© 2014 ASPCA®. All Rights Reserved.

Event Coverage: Before• Write a short post with event details, tag any

appropriate locations & partners involved.

• Consider creating a shareable image that includes the event details right on the picture itself – and cute animals of course!

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• Designate person to do live posts with photos of the event

• Use the event hashtag

• Create a photo album after the event with animals and their adopters

Live Event Coverage: During & After

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Network, Network, Network!

• Ask event partners, sponsors and vendors to post about the event and tag you on their social channels before the event

• When promoting the event, make sure to tag other groups and sponsors involved

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Celebrate Adoptions!

Humane Society of the Pikes Peak Region No Kill Columbia

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Celebrate Your Success

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Celebrate Your Success

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What do you meme?

Lawrence Humane Society

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Proven Engagement-Getters• Shots of staff prepping animals and getting ready for the

big event

• Photos of families with their new pets (get everyone in, don't be afraid to take a couple shots until you get the perfect one!)

• Big guys & kittens (really!)

• Lines of adopters waiting to get in

• Group shots of staff either ready to go or at the end of the day—either way, big smiles around!

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Photo Albums• Make photo albums with fun

themes to promote adoptable animals

• Use current events or holidays (ie. Shark Week, The World Cup)

• Include dog’s name and shelter contact info on each photo caption

• Hi res quality

• Ask fans to share

• Use volunteers to help out with photo shoots

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Questions?