Digital Marketing Strategy Fantastic Oceans Goal is to improve brand awareness and generate fundraising via the digital platforms - Facebook, Twitter, Instagram, YouTube, LinkedIn and Pinterest.

Recommendations for paid marketing Use the following platforms Facebook – Ads and Promoted posts Twitter – Ads, Promoted Tweets, Promoted Trends Instagram – No paid ads YouTube – No paid ads LinkedIn – No paid ads Creating brand awareness and fundraising can be done simultaneously

Why Social Media?

Facebook Promoted posts Ads Promoted Pages/Sponsored Stories Example case studies

Strategy Objective - Generate brand awareness and raise funds Target Audience Build custom audience based on Geography – Start with Florida state and expand to other parts Interests – Nonprofit, Oceans, Conservation, connections to similar pages Behaviors – Past intents, device usage (mobile or pc) Age Group – for donations Use “look alike audience” and “local awareness” to customize audience

Strategy (cont.) Content Use real time photos, videos and links to scheduled events Post about current global or cultural events Should be clear and concise. Do not have too many things and confuse the user Promote posts that are already popular, specific campaigns or events Call To Actions - link to website, share posts or donate Frequency One post/day. Engage constantly with your audience Schedule posts over weekends and esp. before holidays

Promoted Posts Increases outreach Only promote posts that are already popular Promote only specific issues – not everyday posts Photos drive more traffic than links Use small budgets ($5-$30) for a post Include CTA’s – link to website or donate option

Ads Increases brand awareness and number of donors Captures attention via newsfeeds and page posts Tell the story using real images, videos and content to appeal to the audiences Use ‘local awareness’ to spread word in local areas CTAs - link to website or Facebook event/page, donate now option or redirect to local event 26% of the most engaging posts were photos and 11% were videos

Examples

Promoted Pages/Sponsored Stories Can be used once the initial audience is built Use as a peer to peer target activity Show action taken by friends and family Via newsfeeds and sponsor post Helps with fundraising via matching funds and peer to peer methods No immediate ROI

Raising Brand Awareness Example

Twitter Ads Example case studies

Strategy Objective - Generate brand awareness and raise funds Target Audience Build custom audience based on Geography – Start with Florida state and expand to other parts Interests – Nonprofit, Oceans, Conservation, connections to similar accounts Behaviors – Past intents, device usage (mobile or pc), keyword tagging Use “Follower Targeting” this to reach lots of interested people at once Twitter users who follow your competitors Relevant media outlets Industry thought leaders.

Strategy (cont.) Content Create a unique hashtag Tweet with real time photos and links to videos or events Keep up with related global or cultural events, contests or campaigns Tweet using their hashtags Piggyback on hashtags like #GivingTuesdays, #FollowFridays to gain momentum Call To Actions - link to website, share posts or donate Frequency Engage constantly – tweet everyday Schedule tweets over weekends and esp. before holidays

Ads Design website card provide specific context with image– reason to visit Website url CTA – read more, visit or donate Narrow target audience based on geography and interests Increase exposure and awareness via promoted tweets and accounts Use ManageFlitter to grow twitter account Increase engagement via promoted trends Use hashtags effectively

Shows how fundraising goals are reached using Twitter Shows annual growth via posts

Building a new audience example

Instagram No paid advertising Integrate pictures and videos with Facebook and Twitter posts and campaigns

Increases brand awareness 34% of the audience fall in the age group Community growing at the rate of 26% Tells the story using real time pictures and videos Used by nonprofits like Charity: Water, UNICEF USA, Heal the Bay Best results are achieved Not via Instagram Ads By integrating Instagram posts with Facebook and Twitter Use it to run contests and share updates with the community

YouTube No paid ads. Instead create videos and share them on other platforms.

No paid ads Apply for Google for Nonprofits Ads as such are more expensive and less ROI Create content via videos Increases awareness and engagement when the audience can interact Get known celebrities or influential people to talk about the cause Livestream from on field events Share the videos on Facebook and Twitter to generate traffic to the website

LinkedIn No paid ads Connect with individuals/groups with similar interest

Connect with Individuals and organizations with similar interests Groups that are invested in the same cause Start following influencers and groups with same interest Once connected use marketing to target them Engage via LinkedIn Pulse

Few interesting stats for social media 63% of people want to know how money will be used 50% of donors that say personalization of Thank You is more important than speed 9.5% of online donations are made via mobile phones 65% of this is done via social media $25 billion in donations are not loyal to any organization and are switchable to new charities Average annual household contribution is $2,974 Corporate giving increased 13.7% in 2014 to $17.77 billion

How people find out information about a cause

Why people Like or Unlike a Nonprofit

Other activities to increase awareness To get more volunteers Connect to sustainability groups in schools and universities Sponsor for events/contests Online fundraising campaign/event Contests on social media On ground interactive sessions