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Leveraging Social Media for Fundraising & Events

Designated Editor Speaking Series

Suzanne McDonald | Content & Social Strategist

[email protected]

Association of Fundraising Professionals

@Sue_DesigEditor

www.designatededitor.com 2

6 years Page 1

Masters in Journalism & Mass Communications BA in Journalism

Social Media Strategies professor

suzanne’s experience


Challenges we’ll address

@Sue_DesigEditor

o  Which tools will help me organize my event?

o  Which tools are best for promoting my event?

o  How can I possibly manage more?

o  How can I measure and show ROI?

o  How can I grow my attendance?

www.designatededitor.com 5 @Sue_DesigEditor http://blog.eventbrite.com/social-commerce-a-global-look-at-the-numbers/

Traffic sources


4 stages to leverage new media

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Stage 1 Setting up your event

Stage 2 Promoting your event

Stage 3 Day-of event

Stage 4 Post-event analysis & ROI

www.designatededitor.com 7 @Sue_DesigEditor


Stage 1 Setting up your event

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!  Utilize online ticketing platforms

!  Use your target audience’s vocabulary

!  Establish an integrated editorial calendar

!  Determine which platforms are best

!  Choose a distinct but natural hashtag

!  Pick venues and suppliers who are active


Keywords: Your prospects’ vocabulary

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Keywords: Include in Titles and Descriptions


Editorial calendars

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Stage 2 Promoting your event

@Sue_DesigEditor

!  Think multichannel and integration

!  Make your website the information hub

!  Share and link back to your blog

!  Feature your speakers and guests

!  Create social incentives to go together

!  Keep in touch with attendees & RSVPs

www.designatededitor.com 13 @Sue_DesigEditor http://www.bitrebels.com/social/social-media-strategy-engage-fans/


Events


•  Towns & cities •  Education •  Gender

•  Marital status •  Interests & Likes •  Age

Targeting ads

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www.designatededitor.com 16 @Sue_DesigEditor http://visual.ly/google-plus-killer-facts-and-statistics


email

http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php @Sue_DesigEditor


Blog: helpful, not boring

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Groups worth joining?

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Other ways to get the word out

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QR codes: How to make ’em

http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/ @Sue_DesigEditor


Stage 3 Day-of event

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!  Encourage live blogging & sharing

!  Be sure to display hashtag everywhere

!  Engage and respond, address issues

!  Create a lounge for social users to meet

!  Take questions via Twitter

!  Stream the event via UStream


Connections

www.designatededitor.com 26 @Sue_DesigEditor http://mashable.com/2012/05/06/instagram-america/

www.designatededitor.com 28 @Sue_DesigEditor http-_digsandbox.com_blog_2012_02_marketing-with-pinterest-infographic_


Show your expertise visually or curate others’

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Stage 4 Post-event analysis & ROI

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!  Determine power users

!  Keep in touch with influencers

!  Share upcoming events, offer discounts

!  Monitor chatter & assess success

!  Publicize event’s impact across all channels

!  Compile promo material for next year now


Tools to drive blogs & content


who is your audience?

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Stage 4 How are we doing?

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!"#$#%&%"'()(*%+%,$"-%(

Facebook Insights


Google Analytics

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!  Understand & relate to donors

!  Boost attendance and awareness

!  More efficient & effective

!  You’ll know what’s working

!  Longer-lasting vs. paid media

!  Hear and address issues as they arise

!  Broader brand-building boosts awareness

Perks: Social media for event planning


In-person engagement

Questions?

Designated Editor Speaking Series

Happy to help!

Leveraging Social Media

for Fundraising & Events

Suzanne McDonald | Content & Social Strategist

[email protected]

@Sue_DesigEditor