social media – gloves off!
TRANSCRIPT
Social Media – GLOVES OFF!
How WWF Fundraiseson Causes
Why Use Causes?
“Causes provides the most comprehensive and effective tools for nonprofits and activists on Facebook.”
Nonprofits can:• Build communities• Circulate petitions• Send messages to supporters• Fundraise• Find volunteers•Get the social media advantage
Why Use Causes?
Categorize Causes
HINT: “Affiliate”causes allow you to directly message and push your campaigns to their members.
Create a Fundraising Project
Manage Fundraising Projects
Edit Fundraising Projects
Send Bulletins to Causes
Send Bulletins to Causes
HINT: Keep bulletins short, conversational, and only provide one action item for each
Send Bulletins to Causes
HINT: Choose “Donate” as the action for weekly updates, andchoose “Tell a Friend” for thanking supporters
• Get help from Causes admins when you start
• Add photos to project so members see your work
• Add donation levels(ex. $25 Equipment for a tiger camera trap)
• Create a messaging schedule
• Send out a message 1x/week (per fundraising project)
• Thanks donors individually
• Promote your Cause in all channels
Tips for Using Causes
Visit exchange.causes.com for more great tips!
Speaker Contact Info
Sarah DesiletsOnline Marketing Associate
World Wildlife FundPh: 202.495.4754
Using Social Media to improve Q4 results
Social media impressions
Online mentions
Online sentiment
Social media & search traffic
The return on content by day
Implementation of tracking:• Google Analytics
• TubeMogul
• Bit.ly
• Facebook Insights
• Manual data collection
• Social media monitoring
Staff training:
• Align social media activity with best practices.
• Increase blog content& posting.
• Aggressive use of Twitter mentions.
• Rewriting of photo and video SEO.
Facebook advertising:
• Focus 50% on new likers.
• Test soliciting donations around Thanksgiving.
• Split the final ~50% between– Christmas donation solicitations.– Driving Facebook users to other properties.
RESULTS
Social media impressions
2,093% Year over Year increase
Online mentions
1,394% Year over Year increase
Online sentiment43% Year over Year increase
+2,217% YoY SM+44% YoY
Search
Social media & search traffic
Facebook Advertising
4,600 newlikersin the first $10,000 spent707,860 Page impressions resulted• A 46x increase from averageAds Directed to Number of Ads Impressions Clicks CTR CPC Spend
Blog 1 3,082,952 798 0.03% $0.65 $521.28 Donation Page 5 14,886,739 3,665 0.02% $0.67 $2,484.05
Fan Page 16 77,281,840 19,769 0.02% $0.49 $10,957.39
Flickr 1 3,473,356 825 0.02% $0.63 $516.95
Homepage 4 8,953,566 2,078 0.02% $0.71 $1,437.01
National Homepage 2 3,908,167 887 0.03% $0.89 $639.09
Twitter 1 2,201,438 437 0.02% $1.15 $503.38
YouTube 1 19,010,944 4,072 0.02% $0.71 $2,940.68
TOTALS 31 132,799,002 32,531 0.02% $0.61 $19,999.83
Google Grant Management
Previous agency managedthe Grant.
Grizzard took over the Grant account.
First actions
taken by Grizzard
.
Next steps: Onsite
optimization
OPTIMIZATION
Speaker Contact Info
Eric PratumAssoc. Dir., Digital Strategy & Analysis
Grizzard Communications Group
Ph: 404.935.7130
Grizzard.com
@EricPratum or @GrizzardComm on Twitter