Презентація Кейт Хед, експертки International Media Solutions з 30-тирічним досвідом в сфері стратегічних комунікацій, досліджень громадської думки, та адвокаційних кампаній. Кейт має унікальний досвід планування та впровадження інформаційних кампаній в сфері економіки, політики та соціальних питань в багатьох країнах світу. Також Кейт реалізовувала навчальні програми для НУО та урядів більш ніж 20-ти країн. Кейт - сертифікований аналітик web-usability та член Національної асоціації урядових комунікаторів.

1. 2019 Trends
For organizations

2. Volume of content: search words become
important
• Competition --increase amount of advertising, people, organizations,
news and format offerings
• 91 million content results when you google anti-corruption Ukraine,
so making key words, headings, hashtags more important for search
• Website subtitles also become important for search
• For Instagram research shows 9 hashtags are about right—out of the
30 that can be posted

3. #hashtag use
• Create a group name, hashtag for a conversation and use the main
twitter or Instagram to promote it. #UkraineYouthPriorities2019
• Check out general names on Twitter and Instagram before sharing it.
#Leadership is not a hashtag to use.
• People use search engines like Google, but also search on Instagram
and twitter with subject area #hashtags.
• Ukraine under-uses tags. Research shows 9 tags are about the right
number.
• Identify some key words to use in order to be found.

4. Mobile phones
• Rising to the level of TV—95% information through TV and 92% mobile phones--Hootsuite study
2019 for Ukraine
• Most industrialized states phones have increased over TV sets as the tool used to watch video, TV
programs, and get social media, news.
• In Ukraine the Commercial Director of 1+1 says TV viewing is declining, BUT if you count digital
platforms of TV corporations - consumption is actually raising. Especially because typical TV
ratings measure home viewing, while digital gets access to the people during their free time.
• TV series "School" was very successful, although a significant amount of viewers resulted from
YouTube.
• Most of the YouTube ads are generated by Ukrainian TV. However, there are new players: brands
(that create their own media) and influencers (that work in existing social networks).
• ROZETKA (on-line retailer) has the same amount of viewers as 1+1 TV channel
• The takeaway from this is that YouTube is an important channel for your content.

6. Video research
• Social posts with video generate 12x more shares than text and
images combined.
• Facebook found with Nielsen that up to 47% of the value in a video
campaign was delivered in the first three seconds
• 74% of the value was delivered in the first ten. We know that 65% of
people who watch the first three seconds of a video will watch for at
least ten seconds and 45% continue watching for thirty seconds.5
• Facebook research found that when feed-based mobile video ads play
loudly when people aren’t expecting it, 80% react negatively, both
toward the platform and the advertiser. Facebook will be making
captions easier in 2019.

7. Video
• More search on you-tube for how-to do something, school assignments,
understanding of complex issues—and of course entertainment.
• YouTube and google are owned by the same company so google searches
shows more video choices.
• Video does not need to be professional, but needs to be compelling to be
shared.
• For organizations this means your content needs to be engaging,
educational and interesting.
• Can be crowdsourced or user generated and do more than showcase
activities, meetings and conferences. Show how this impacted your
audience and have a variety of attendees saying the take-aways from
events.

8. YouTube video
• YouTube: Owned by google and therefore shows up in google search more
prominently.
• News sources – including Russian content—are found here under anti-
corruption Ukraine and organization do not have enough traffic to be high
in the feed.
• How-to videos are important here as well as explanatory videos. Many
young people use YouTube as a search engine.
• Is an alternative to television, and on autopay will automatically load
similar content based on algorithms and page likes.
• Goal is to get followers who will view your content, and from there,
increased viewers will bring viewers videos for recommendations or in
autopay.

9. Story telling
• Problem, action, result, or
• Beginning, middle, end, or
• Incident personal experience, action taken to solve or prevent
problem and benefit of the action
• This can be done through video or through a series of pictures or a
carousel ad where pictures are loaded.

10. How to make a storyboard
• Step 1: Create a Template. Draw
a series of rectangles on a piece
of paper, as if you were creating
a comic strip. ...
• Step 2: Add the Script. Under
each rectangle, write the line of
script or dialogue that
corresponds to that scene.
• Step 3: Sketch out the story. ...
• Step 4: Add Notes.

11. Facebook live
• Leaders and employees can do Facebook live.
• Go to organization’s page or personal profile. >Live Video>Live
Map>Go Live>Finish.
• Page followers and visitors get a notification when a page is going live
and afterwards, the content will be on the feed.
• Questions—can ask beforehand or during the event, but someone
needs to monitor questions when live so presenters can talk and not
stare at devices.
• Horizontal view yields a much nicer sized video in the news feed.
• Can be live four hours.

12. Facebook matters more in Ukraine

13. Content
• Facebook Activity Logs through settings will tell you how many likes,
comments and shares each post has.
• This provides insight into the type of content the audience wants whether
it is video, images, events.
• Also provides some idea about spokespeople, headings and post times.
• Consider doing a bit of analysis about timing, headings, photos.
• Consider looking at priority posts that did not get enough traffic and
consider re-purposing the content this with new pictures, headings and
cross messages to expand outreach.
• Many commercial influencers recycle and reuse content that did not get
the attention they wanted.

15. Facebook
• Boosting the ads shows the ads to your followers and their friends.
• Assures you are getting on the feeds of followers
• Good for events where people are likely to attend with their friends because
it goes to friends of followers.
• Also good for large audiences—if you have thousands of followers, and need
to make sure they see it.
• Buying ads
• Better for new audience development
• Good for campaign-related posts to large audiences
• Important when you can target very specific audiences
• This requires looking at the audience tool and identify specific geographic or
demographic groups

16. Instagram
• Instagram—is owned by Facebook and is organized around following
friends and #hashtags by subject matter.
• Can be integrated with Facebook or Twitter through hashtag use. Live
video one hour.
• Video posts are 15 seconds long or up to 60 second for profiles.
Photos on Instagram have 38% more likes over text
• Location tags 79%
• Posts with one hashtag 12.6% more than 0
• Although there can be as many as 30 tags, 9 is ideal*

17. User generated content
• User generated content is rising in popularity and is more believable to
audiences. Consider using youth organizers, impacted people as
spokespersons that the target audience identifies as “like us” to explain
reforms or services.
• User generated videos on YouTube get 10x more views than content
created and uploaded by the actual brand.
• Videos do not need to be professional—we know this through content that
we look at each day.
• Critical factors is that it needs to be compelling and interesting
• Headings, opening 3 seconds and having a hook or something exciting to
say at the beginning is key.
• This can be done through mobile phone clips sent to communication
officers or through Facebook live.

18. Peer voices

19. Planning Campaigns
• Message repetition is commonly used that 7 views among
advertisers will penetrate users, but social science often give numbers
of 10-20 to have a message understood and repeatable to an
audience.
• This is why political campaigns and car, mobile phone and retail
continually advertise.
• The same is true for organizations and education and behavior
change are a more difficult challenge than providing easy to
understand information.

20. Social media goals
• Goals—What is your audience to do—what is the call to action, or ask on
social media
• Simple as like our video, to more complicated like register for an event
• Important you think about this for the long term based on organizational
goals
• Ask to join movement? Then what? Ask to come to event Then what? Ask to take a
leadership role? Then what?
• Sometimes there is a graduation model for activists—what comes first, then what,
then what is a good way to organize your effort.
• Many organizations collect names or likes, then have no plans what they want them
to do next
• Important to have a list of increased activism

21. Ask and identify how many
• To do this—how many people do you want to have do this specific
action or ask.
• This can be join our movement,
• Sign a petition
• like or share
• attend an event
• Put numbers to the goal—how many respondents do you need and
based on that, identify how many people to reach.
• Given the size of the number, what audience both in raw numbers
and well as with geography need to be targeted.

22. Targeting and identifying reach is easily done
through social media
• YouTube ads reach particular demographic groups and can be based
on content interests.
• “Reach” includes reach, share, like.
• “Video views” pay for 3 seconds
• “Traffic”—click on ad and go to webpage.
• Ads to the feed the most common; direct message posts are costly,
but more likely to be viewed.
• Facebook pixel—essentially a line of code—can be to websites allows
Facebook web content to appear in the feed or as “discover” ads on
the side of the Facebook page.

23. Facebook ad goals

24. Targeting: Can add or delete categories
• Interests are more limited in Ukraine than other countries, but news
services, magazines, universities, “patriot” are all interests to
consider.
• Targets depend on A/B testing of audiences and custom audience
profiles.
• Facebook is cheaper in Ukraine than in other countries, so the cost of
outreach to a larger audience is not prohibitive.

26. Facebook ad payment
• Costs are determined by the size of the audience and how much the
algorithms have to work.
• Payment is by budget per day, and within a time limit over 1-2 weeks, so
Facebook can maximize spending on busy traffic days.
• Ukraine Facebook costs are substantially less expensive than US, Europe
costs:
• Price per click .013 or .015 USD
• Price to reach .0001 to .0005 USD
• When you click on the “Get More Page Likes” option, you are actually being
charged for the number of impressions being shown (a CPM rate) and this
would not be worth it.
• Set a limit to the total amount and daily budget. Schedule start and end--
helps pace the campaign.

27. Split or A/B testing
• Can Test:
• The ad graphic/thumbnail
• Headlines and description
• Call to action
• Audience demographics
• Age, gender, interests, location,
• Typical test run 7-14 days to see the trend lines (Ukraine)
• $10 day with about 2,000+ audience (Ukraine)
• Larger audiences because of fewer categories in Ukraine
• Price per click .013 or .015
• Price to reach .0001 to .0005
• Overtime, the trends become lessons learned
• Once the test is complete, chose the best performing and then buy

28. A/B testing of audience and content type
Youth campaign
Ad 1
Testimonial video
Ad 2
Photo ad
Ad 1
Testimonial video
Ad 2
Photo ad
Ad Set 1
Civic groups
members
Ad Set 2
News subscribers

29. Test creative, audience

30. Tests and learning
• Four audience selections and/or ads per test.
• Can be used to test whether content or audience targets are effective.
• Not unusual to do two versions of each ad such as video and an
image ad at the start of the campaign to test audience preferences.
• For a small amount of resources, $35, can test ads for television or
print and get feedback from A/B tests.
• Not unusual to change thumbnails, photos, spokespersons, scripts or
type of content based on results of the test.
• Can test for actions: share, sign-up, petition, forms, registration.