social media – gloves off!
TRANSCRIPT
![Page 1: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/1.jpg)
Social Media – GLOVES OFF!
![Page 2: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/2.jpg)
How WWF Fundraiseson Causes
![Page 3: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/3.jpg)
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
![Page 4: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/4.jpg)
Why Use Causes?
![Page 5: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/5.jpg)
Categorize Causes
HINT: “Affiliate”causes allow you to directly message and push your campaigns to their members.
![Page 6: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/6.jpg)
Create a Fundraising Project
![Page 7: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/7.jpg)
Manage Fundraising Projects
![Page 8: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/8.jpg)
Edit Fundraising Projects
![Page 9: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/9.jpg)
Send Bulletins to Causes
![Page 10: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/10.jpg)
Send Bulletins to Causes
HINT: Keep bulletins short, conversational, and only provide one action item for each
![Page 11: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/11.jpg)
Send Bulletins to Causes
HINT: Choose “Donate” as the action for weekly updates, andchoose “Tell a Friend” for thanking supporters
![Page 12: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/12.jpg)
• 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!
![Page 13: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/13.jpg)
Speaker Contact Info
Sarah DesiletsOnline Marketing Associate
World Wildlife FundPh: 202.495.4754
![Page 14: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/14.jpg)
Using Social Media to improve Q4 results
![Page 15: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/15.jpg)
Social media impressions
![Page 16: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/16.jpg)
Online mentions
![Page 17: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/17.jpg)
Online sentiment
![Page 18: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/18.jpg)
Social media & search traffic
![Page 19: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/19.jpg)
The return on content by day
![Page 20: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/20.jpg)
Implementation of tracking:• Google Analytics
• TubeMogul
• Bit.ly
• Facebook Insights
• Manual data collection
• Social media monitoring
![Page 21: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/21.jpg)
Staff training:
• Align social media activity with best practices.
• Increase blog content& posting.
• Aggressive use of Twitter mentions.
• Rewriting of photo and video SEO.
![Page 22: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/22.jpg)
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.
![Page 23: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/23.jpg)
RESULTS
![Page 24: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/24.jpg)
Social media impressions
2,093% Year over Year increase
![Page 25: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/25.jpg)
Online mentions
1,394% Year over Year increase
![Page 26: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/26.jpg)
Online sentiment43% Year over Year increase
![Page 27: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/27.jpg)
+2,217% YoY SM+44% YoY
Search
Social media & search traffic
![Page 28: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/28.jpg)
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
![Page 29: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/29.jpg)
Google Grant Management
Previous agency managedthe Grant.
Grizzard took over the Grant account.
First actions
taken by Grizzard
.
Next steps: Onsite
optimization
![Page 30: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/30.jpg)
OPTIMIZATION
![Page 31: Social Media – GLOVES OFF!](https://reader031.vdocuments.net/reader031/viewer/2022020702/61fb127c2e268c58cd59d2cf/html5/thumbnails/31.jpg)
Speaker Contact Info
Eric PratumAssoc. Dir., Digital Strategy & Analysis
Grizzard Communications Group
Ph: 404.935.7130
Grizzard.com
@EricPratum or @GrizzardComm on Twitter