GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Measuring the Message Laura Gainor – Executive Director, United.

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Presentation transcript:

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Measuring the Message Laura Gainor – Executive Director, United Adworkers GREAT RIVERS Great Innovations TWENTY FIFTEEN

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN About Laura Gainor Executive Director, United Adworkers – Adworkers.com Social Media and Digital Marketing Consultant LinkedIn.com/in/LauraGainor LauraGainor.com

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Let’s look at what you’re currently talking about on social media.

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN #GreatRivers15 Reach: = 42,100 impressions* *Stats as of February 8pm via hashtracking.com Influencers

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Influencers

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Social Media Successes

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Shareable Content – Great Visuals Behind-the-scenes – Sharing stories

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Sharing Tips – Bringing value to Volunteers Driving traffic to your website

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Recognize Volunteers News & Announcements

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Engage with the community Share Videos

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Determine a strategy for each social media platform.

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Social Media Engagement Cycle 12 AWARE DIALOGUE ENGAGE AMPLIFY Give the right followers the right content with the right frequency Provide staff and followers with the tools to enable easy sharing and engagement Staff and followers sharing content feed social media with compelling, tagged and branded content Shared content expands the reach of each social engagement to friends and followers

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Content Strategy Example Modify for each specific platform CONTENT TYPE VISUAL EXAMPLES Timely Updates EXAMPLEFREQUENCY 2 to 3 times per week Brand awareness Information about United Way, volunteer & donor information, information about local initiatives Timeless Content Volunteer spotlights, donor recognition, conversation starters, photos & video 2 to 3 times per week 1 to 2 times per week PR opportunities, news, content from events, volunteer needs Video talking about United Way, Photos of volunteers, students, events, etc. Video interviews of volunteers & donors, infographics and photos Press release/photos featured on website, shared on social channels

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Facebook Strategy Content Type & Frequency: Strong visuals & short posts 1-2 times per day Drive traffic to website Promote events If funding is available, promote key posts

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Twitter Strategy Content Type & Frequency: 140 characters Nature of the platform allows for 3- 8 posts throughout the day, or more Link to United Way website Engage with the community and promote partners

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN LinkedIn Strategy Content Type & Frequency: Share content on company profile, similar to how you would on Facebook Keep professional audience in mind Utilize LinkedIn to connect with volunteers, Board, donors Excellent platform to get impressions!

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Instagram Strategy Content Type & Frequency: Share visuals to drive awareness for United Way Search periodically to see what the community is sharing Utilize hashtags: #UnitedWay, #Volunteer, #MKE, #Madison, etc.

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN What is the community saying about United Way? Utilize platforms like Hootsuite to track what people are saying about United Way Follow search terms to find people that are interested in volunteering Connect with local media

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN How do you currently measure the success of your website and social media strategy?

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Measurement & Analytics Create monthly reports to track: Social media growth Website traffic – Google Analytics PR & Media Achievements Fan demographics Engagement and reach Identify the types of content that drove the most engagement and sharing

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Free Measurement Tools Google Analytics Facebook Insights LinkedIn Analytics Twitter Stats Hashtracking.com, Sumall.com, other free online tools

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Google Analytics Site visits Unique visitors Top referral sites Most visited pages Create benchmarks for YOY Measure success of social links/ads

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Facebook Insights Number of page likes Measure Reach Fan demographics Determine which type of content performs best

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN LinkedIn Analytics Measure success of each post Reach & Engagement Follower growth

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Analytics.Twitter.com Measure impressions Determine which type of content performs better Track number of clicks

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Live Demo of Analytic Platforms

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Questions?

GREAT RIVERS Great Innovations TWENTY FIFTEEN GREAT RIVERS Great Innovations TWENTY FIFTEEN Thank you! Feel free to connect online or me with questions: LinkedIn.com/in/LauraGainor