social media marketing - long beach gives
TRANSCRIPT
SOCIAL MEDIA MARKETING
@SWEENEY_MAE
“Wha is Mah-keting?”
#MARKETINGISLIFE
Social Media isn’t the solution. It is merely a platform to sell the solution you have to a problem they didn’t think they had.~@sweeney_mae
WHAT IS A MARKETING CAMPAIGN
An organized course of
action to promote and sell
a product or service.
QUESTIONS THAT WILL BUILD A SUCCESSFUL CAMPAIGN1. What is your goal?2. Who is your audience?3. How can you make it fun?4. Why will your audience care to share?5. What assets do you have or need to create to convey your message?6. How can more people discover you? 7. How can you run a successful ad campaign?8. What is your timeline?9. What are your calls to action?10. How can I secure their participation?
What is your goal?
- Collect 500 new e-mail subscribers
- Reach 100 peer to peer fundraisers
- Attract 500 new Instagram followers
- Secure 5 top donors (at $1,000 each)
- Attract 500 new Facebook Likes
- Secure 5 matching donors
- Surpass our Fundraising goal by at
least $2,500!
Who is your audience?
Segment your audience
Peer to Peer Fundraisers:
- Volunteers, Friends/Families of
clients and volunteers, People who
care about our cause.
Beneficiaries who can be Ambassadors:
- People your organization has helped
and are active on social media.
Companies who care:
- Companies who support organization
like yours.
How can you make it fun?
- Think of a fun campaign name
- Think of a challenge or a game
- Keep it exciting
- Incorporate a plethora of content
- Create contests
- Celebrate your rockstars
charity: water | #NothingisCrazy
Builds wells to provide clean water around the world.
This was charity: water’s campaign theme for their 2015 annual September campaign. “Nothing is Crazy” is a
brilliant theme because it has a double meaning. The first refers to the idea that doing nothing to help provide
clean water around the world is “crazy,” and the second refers to charity: water’s push to encourage
fundraisers to do anything and everything—from lemonade stands to biking across the United States—to
fundraise for the cause.
Why will your audience care to
share?
It’s a cause they care deeply about.
They are moved by your story.
They are impressed by your content.
It’s a cause they didn’t think they
cared about.
They have friends that’s benefited
from your services.
It’s a movement they cannot resist.
Everyone else is sharing it.
It’s cool to be a part of.
Athletes 4 Cancer | #NoWaitlist
Helps young adult cancer survivors rebuild their lives after cancer through outdoor adventure programs.
Athletes 4 Cancer hosts North America’s largest amateur kiteboarding festival each year, called Kiteboard 4
Cancer. This year’s theme was #NoWaitlist, which rallied fundraisers around the shared goal of raising
enough funds to send every one of the 112 young cancer survivors on the organization’s waitlist to their Camp
Koru Survivorship Program. Knowing the cost of sending one survivor to camp ($1,500) and how much was
raised at the previous year’s event, Athletes 4 Cancer determined that fundraising to zero out the waitlist was
a realistic funding goal and a strong theme to galvanize peer-to-peer fundraisers.
What assets do you have or need to create to convey your message?
- Team photos
- Action photos
- Testimonial Videos
- Event Videos
- Infographic or statistics
- Memes
- Quotes on Graphics
- Online Promo Flyers
Social Media Content Marketing
"Content marketing’s purpose is to attract and retain customers by consistently creating
and curating relevant and valuable content with the intention of changing or enhancing
consumer behavior. It is an ongoing process that is best integrated into your overall
marketing strategy, and it focuses on owning media, not renting it."
How can more people discover
you?
Hashtags
Tagging location
High Engagement rates
People tagging others to your post
People sharing your post
(inspiring, timely, informative)
Sharing on relevant social media
groups
John Wayne Cancer Foundation | #ShowYourGrit
Funds programs that improve cancer patients’ outcomes and save lives through research,
education, awareness, and support.
From John Wayne’s birthday on May 26 until Father’s Day this year, the John Wayne Cancer
Foundation’s theme #ShowYourGrit spoke to the essence and character of John Wayne. The
theme encouraged supporters to raise funds and awareness on social by honoring “those who
have shown courage, strength, and grit in the face of cancer.”
Show video: https://vimeo.com/219742364
#LongBeachGivesNot Case Sensitive
You can use letters
You cannot use symbols
Always drive your message home!Provide a call to action with everything that you
post. That’s how you engage your audience.
“News Alert! We are gearing up for
our first campaign this year and
we would love for you to be a part
of it!
We want to provide more schools
with PE classes and we are in
serious need of equipment, more
trainers, and fun prizes for the
kids!
Will you help us raise $2,000 by
July 1st? Say yes below if you’re
on board!”
How can you run a successful ad
campaign?
High quality image
No more than 20% Text
Compelling caption
Targeted Ad
Call to Action
Connect your IG to your FB
Add a pixel code to your website
Be open to testing your ads
URGENCY
POSITIVE AND PROVEN RESULTS
“BELONGINGNESS”
STORY TELLING
WHAT IS YOUR TIMELINE?
What are your calls to action?
Subscribe to our mailing list!
Sign up for a reminder.
Join our peer to peer squad!
Learn more!
Volunteer with us!
Donate now!
What are your calls to action?
“You’ve seen our videos. You’ve read
about our cause. Now it’s time for you
to join us!
This Summer, we are going to work
around the clock to build the strongest
peer-to-peer online fundraising squad
in Long Beach!
We are still 60 days away from the
official Long Beach Gives Day but don’t
worry, we can send you reminders. Don’t
get left behind! Click on the link
below and subscribe to Cool Name
Campaign Squad and be the first to get
all the exclusive updates.”
Long Beach Gives
Last year, 80+ nonprofits raised $822,000+
with the Long Beach Gives campaign. We are
super excited that we are one of the 150+
lucky Long Beach based nonprofits that were
chose to take part this year!
Long Beach Gives is one of the most efficient
ways to give. No dressing up required unless
you want to, no networking, no painful high
heels shoes to endure! Over 150 nonprofits
are launching a 3 month long campaign to raise
money and we need your help!
On 9/24/20, you will have 24 hours to GIVE and
we understand you're busy but don't fret! We
can send you reminders. Simply click on the
link below to sign up for the #LongBeachGives
reminders.
Be a part of what keeps our community growing!
When you give, we give, #LongBeachGives!
Sample Post
Long Beach Gives
NEWS FLASH: 2020 IS NOT CANCELLED.
As a matter of fact, we are preparing for
the biggest online giving day in Long
Beach and you can be a part of it.
On 9/24/20, we, along with 150+ other
nonprofits will host the 2nd annual Long
Beach Gives campaign and we are starting
to build our peer-to-peer squad!
Subscribe to our mailing list now to sign
up!
Be a part of what keeps our community
growing! When you give, we give,
#LongBeachGives!
Sample Post
How can I secure their participation?
It’s important that you lead them to sign up via email. This way, you can send them hard sell messages.
Don’t be afraid to use trending topics or memes to your advantage.
Thank you for pledging!#LongBeachGives
You mean to tell me I didn’t have to put all this makeup on?
I’ve been telling you for weeks that this was an online event.
Don’t miss another memo. Sign up for more info.
Common Causes of Panic when it comes to content creation:
● But I’m not techy enough?
● I’m not creative enough.
● I don’t have that much time.
● I’m not good at this!
● I don’t have that much
content!
- Long Beach Promotion- Engagement posts- Reminders- National Holidays- National quirky Holidays
You can rearrange the schedule or event edit to make it your own.
This is simply a basic guide that you can build from.
If you find that some prompts are irrelevant, you can modify them to fit your needs.
DOCUMENTVS.
CREATE
80/20 rulePro TipRemember the 80/20 rule?
In social media, 80% of your audience reach will come from 20% of your post.
It’s your job to find out which 20% of your posts are effective.
Ideas on how to engage
1. Create a poll
2. Encourage User Generated
Content
3. Host a Live Q&A
4. Discuss Trending Topics
5. Host Contests
6. Ask for feedback
SOCIAL MEDIA CALENDAR
Facebook and Instagram Ads
Social Media Optimization List1. Good quality profile photos and cover photos (properly saved).
2. Verify your page - under settings on Facebook.
3. Complete ALL sections.
4. Use all relevant features offered (i.e. tabs on Facebook).
5. Use appropriate keywords.
6. Tag your location whenever possible.
7. Establish hashtags for your brand across all channels.
OPTIMIZE YOUR
BUSINESS PAGE- Tabs
- Our story
- Button
- Cover photo
- Profile photo
ENGAGEMENT
E-MAIL MARKETING
