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SOCIAL MEDIA
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“The centerpiece for gatherings surrounding
the subject of social media.”
o Expands social media literacy and shares
best practices
o Organizes workshops, forums, presentations
o Lead by an all volunteer team
o Founded 2009
SMCSac --Who We Are
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oSocial Media – Why Bother?
oPlatform Overview
oEngagement & Influence
oGraphic Design Made Easy
oGetting Organized
oAdvertising
oQ&A Panel
AGENDA
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Why Bother?
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o 11.5 billion monthly active users (Facebook Investor Report, November
2015)
o 72% of adult Internet users are on Facebook, 62% of
the total adult population (Pew Research, August 2015)
o Facebook continues to have the most engaged users.
70% log on daily (Pew Research, August 2015)
It’s In the Numbers - Facebook
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o Facebook was the most popular platform with 75% of
nonprofits reporting it as effective to highly effective
followed by Twitter at 64%
o Facebook was the #1 Social Media Platform for
website referrals
Source: 2015 Big Day Of Giving Report To The Community
Big Dog History Supports It
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o 320 million monthly active users (Twitter, December 2015)
o 23% of adult Internet users are on Twitter, 20% of the
total adult population (Pew Research, August 2015)
o 38% of those on Twitter use the site daily (Pew Research, August
2015)
It’s In the Numbers - Twitter
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Hall of Fame
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80 Likes
1.6K Views
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Hall of Fame533 Likes
62 Shares
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Hall of Fame
301 Likes
54 Shares
Boosted
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Hall of Fame
Are ponies
going to be
a hot meme
this year?
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Hall of Fame
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Hall of Fame
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Hall of Fame
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Hall of Fame
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Social Media Options
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o Gender
o Age
o Occupation
o Interests
o Geography
Who Are You Trying to
Reach
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o Referrals
o Increase Frequency
o Increase Spend
o Win Back Former Donors
o New Donors
What are Your Goals
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o BACKYARD BARBECUE
o Best for connecting with
friends & people who
love you
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o Cocktail Party Mixer
o Best platform for meeting
new people
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o Trade Show
o Your profile is the
equivalent of a trade
show booth. Make sure it
impresses.
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o Postcard
o Competition is fierce -
your photo must be
fantastic
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o Catalog
o Pinners love to buy so
great for e-commerce
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o TV Station
o Multiple videos add together
to tell your story
YOUTUBE
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o File Cabinet
o Hashtags help people find
you.
o Brand Yourself
o Find all the pics filed
under #BigDog2016
HASHTAGS
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o Our Focus Today will be on Twitter & Facebook
o Facebook is best way to reach people who love you
o Twitter is the best way to reach new people
Big Day of Giving
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Why Twitter?
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o Organizations on Twitter
made over twice as much
last year as organizations
just on Facebook
Why Twitter?
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o Twitter is public so
everybody can see your
project
o Twitter will help you attract
new fans and donors
Why Twitter?
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o Twitter is more interesting
when you follow interesting
people. One easy way to
do that is to follow lists.
o http://twitter.com/juliegalla
her/lists
TWITTER Lists
Learn More Here
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o Local Restaurants
https://twitter.com/JulieGallaher/lists/sacramento-restaurants/members
o Sacramento Businesses
https://twitter.com/JulieGallaher/lists/sacramentobusiness/members
o Sacramento Nonprofits
https://twitter.com/goodlaura/lists/sac-nonprofit/members
o Sacramento Media
https://twitter.com/goodlaura/lists/sac-media/members
o Sacramento Social Media Professionals
https://twitter.com/ronnieledesma/lists/sip/members
Twitter Lists You
Should Follow
https://twitter.com/JulieGallaher/lists/sacramento-restaurants
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o Subscribe to the list and
o Follow the people who
interest you
Twitter Lists
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o Create your own lists
Create Your Own
Twitter Lists
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o Your lists can be public or
private.
Big Day of Giving
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o Hit the widget button on
the profile you want to
add to the list
Add people to your Twitter Lists
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Power of the Retweet
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o Your reach may be small,
but with retweets you can
reach the world
Power of the Retweet
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o Encourage retweets by
keeping your messages
100 characters or less
Power of the Retweet
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o Just Hit the Retweet
button
o Retweet better than a Like
You Can Retweet Too
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o Start tweeting - morning,
noon & night
Power of Retweet
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Connecting with Influencers
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o http://FollowerWonk.com
o Search Bios
o Look for influencers who
are interested in the same
things you are interested
in.
FollowerWonk.com
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o http://followerwonk.com
o Refine your search if at first
you don’t succeed
o Item 2
FollowerWonk.com
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o Use Twitter’s search bar
to find live on-topic
tweeting
Big Day of Giving
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Image Editing Tools
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o canva.com
o Best layouts are built in so
that your social media
posts are the right size
canva.com
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o canva.com
o Sample layouts - many
free, others for $1 that you
can use
canva.com
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o Canva.com
o Search for images and find
images you can use - some
free, some for $1
canva.Com
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o Picmonkey.com
o Inexpensive version of
PhotoShop
o Choose your own photos,
fonts, layouts
picmonkey.com
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o Picmonkey.com
o Lots of Fun Fonts
o Filters
o Textures
o Collages
picmonkey.com
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o Wordswag
o Add text to your iPhone
photos
o Fonts & Layouts done for
you
WordSwag for iPhone
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Getting Organized
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What is an Editorial Calendar?
Organizes your marketing
messages into when and how you
want to share them.
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What is an Editorial Calendar?
Identify Key Messages
Events? Programs? Donation Ask?
Decide When & How Often to Share
Daily Weekly Etc.
Decide Which Platforms to Share on
Facebook Twitter Newsletter Blog
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Content Ideas -- General
o Your campaigns
o Your events
o Regional Events that Tie to Your Cause
o National/Global Awareness
Days/Weeks/Months
o Holidays (can use to theme your messages)
o Check out Local Media Editorial Calendars
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Content Ideas – Pre Big Day of Giving
oFundraising Goals
oWhy Give to You?
oWhat will you do with money raised?
oPre Big Dog events
oBuild Audience – Followers, Likers, (e)Mailing
List
o“Save the Date”
oPrize Challenges Heads Up
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Content Ideas – On Big Day of Giving
oFundraising Goals
oWhy give to you?
oWhat will you do with money raised?
oEvents
oPrize Challenges
oStatus Updates
oThank You Posts
oMemes
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Time Saving Ad Campaign Tip
o Get Ads approved in advance
o Pause your campaign
o Start it again when ready to roll
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Creating an Editorial Calendar
Use a tool that works for you to plot
out the plan:
o Spreadsheet
o White Board
o Desk Calendar
o Notebook
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Editorial Calendar Example
Key Messaging Topic Frequency
Click Here for Google spreadsheet Template
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Editorial Calendar Example
Click Here for Google spreadsheet Template
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Why Schedule in Advance?
o Frees You Up to focus on Engagement – RTs,
Replies
o More Time to Work on content that can’t be
scheduled in advance like Updates, Thank Yous,
etc.
o Tip – Create a Twitter ID Cheat Sheet
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Scheduling Content on Facebook
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What is Hootsuite
Compose
Schedule
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Buffer
o Buffer allows you to schedule up to 10
posts (free version)
o Can use it directly from twitter.com—
great for scheduling Retweets
o Has a browser extension so you can
schedule directly from webpages
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Mobile Apps Make it Easier
o Facebook For Pages
o Twitter
o Hootsuite
o Buffer
All Available for iOS or Android
Can Manage Multiple Accounts
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Facebook Insights
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Facebook Insights
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Break
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Advertising
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o Why should I use Facebook ads?
o What type of Facebook ads should I use?
o How do I make good Facebook ads?
o Advanced stuff.
Facebook Advertising
Facebook for Business – Great information on advertising
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o Why should I use Facebook ads?
o self-serve
o able to be very specific
o don’t need huge $ to achieve *measurable results
*measurable is different than “huge”
Facebook Advertising
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o What type of Facebook ads should you use?
o set an objective first
o think before you “boost”
o prepare for the result
Facebook Advertising
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o What type of Facebook ads should you use?
o set an objective first
o think before you “boost”
o prepare for the result
Facebook Advertising
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o What type of Facebook ads should you use?
o set an objective first
o think before you “boost”
o prepare for the result
Facebook Advertising
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o What type of Facebook ads should you use?
o set an objective first
o think before you “boost”
o prepare for the result
Facebook Advertising
![Page 82: SOCIAL MEDIA Bootcamp... · 2016-04-05 · oFacebook continues to have the most engaged users. 70% log on daily (Pew Research, August 2015) It’s In the Numbers - Facebook. oFacebook](https://reader034.vdocument.in/reader034/viewer/2022042112/5e8d6b2a4ca0c40ed8091be6/html5/thumbnails/82.jpg)
o How to write good Facebook ads?
o empathy
o keep it light
o treat it like a headline
o make it shareable
Facebook Advertising
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o How to write good Facebook ads?
o empathy
o keep it light
o treat it like a headline
o make it shareable
Facebook Advertising
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o How to write good Facebook ads?
o empathy
o keep it light
o treat it like a headline
o make it shareable
Facebook Advertising
![Page 85: SOCIAL MEDIA Bootcamp... · 2016-04-05 · oFacebook continues to have the most engaged users. 70% log on daily (Pew Research, August 2015) It’s In the Numbers - Facebook. oFacebook](https://reader034.vdocument.in/reader034/viewer/2022042112/5e8d6b2a4ca0c40ed8091be6/html5/thumbnails/85.jpg)
o How to write good Facebook ads?
o empathy
o keep it light
o treat it like a headline
o make it shareable
Facebook Advertising
![Page 86: SOCIAL MEDIA Bootcamp... · 2016-04-05 · oFacebook continues to have the most engaged users. 70% log on daily (Pew Research, August 2015) It’s In the Numbers - Facebook. oFacebook](https://reader034.vdocument.in/reader034/viewer/2022042112/5e8d6b2a4ca0c40ed8091be6/html5/thumbnails/86.jpg)
o How to write good Facebook ads?
o empathy
o keep it light
o treat it like a headline
o make it shareable
Facebook Advertising
![Page 87: SOCIAL MEDIA Bootcamp... · 2016-04-05 · oFacebook continues to have the most engaged users. 70% log on daily (Pew Research, August 2015) It’s In the Numbers - Facebook. oFacebook](https://reader034.vdocument.in/reader034/viewer/2022042112/5e8d6b2a4ca0c40ed8091be6/html5/thumbnails/87.jpg)
o Advanced stuff
o installing the Facebook pixel
o retargeting
Facebook Advertising
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o Advanced stuff
o installing the Facebook pixel
o Retargeting
Facebook Advertising
https://www.facebook.com/business/help/952192354843755
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o Advanced stuff
o installing the Facebook pixel
o retargeting
Facebook Advertising
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o Break up into Groups of 6-10
o Brainstorm Ad Copy
o Fit the Copy onto the image using no more than 5 of the boxes
(20%)
Hands On – 10 minutes
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Be Sure to Join Big Dog
Learning Community
on Facebook!