This document provides an overview of how to effectively use social media for a giving day event. It discusses the importance of social media engagement in raising awareness and growing donor bases. Specific social media channels like Facebook, Twitter, Instagram, Snapchat and Facebook Live are examined in terms of their appropriate uses and key features. Strategies are presented for using hashtags, tagging accounts, and scheduling posts in advance using tools like Hootsuite and Buffer. Analytics and metrics for measuring engagement across different platforms are also reviewed.

1. Social Media Webinar 2

2. Swahili Verb
Run Fast
How to make the most out of your big day through social media engagement

3. Introductions
• Marketing
&
Events
Manager
@
Kimbia
• Loves:
Coffee
and
ice
cream,
and
especially
coffee
ice
cream,
board
games
and
shopping
• Superpower
wish:
Blink
and
be
somewhere
• Social
media
extraordinaire
at
Kimbia
@KimbiaInc
Email:
kelly@kimbia.com
Kelly Frost

4. Why is Social Media Important?
• Raises the awareness of your giving day
• Directly connects you to your constituents
• Increases follower excitement and
engagement
• Empowers supporters to their networks to
grow your donor base

5. An Overview of Social Media Channels
There are a lot
of channels out
there, so it’s
important to
know the
appropriate
content for
each one.

6. What is the difference between
a “hashtag” and a “tag?”
• A hashtag is a word or
phrase preceded by # and is
used to identify messages
on a specific TOPIC
• A tag or “tagging” is usually
applied to a specific
PERSON or cause. It is
preceded by the @ sign.

7. Why are they important?
Using hashtags and tagging accounts
raises awareness, recruits followers and
engages supporters

8. Hashtags + Tagging: Where & How?
• Facebook, Twitter and Instagram
• Do local research
• Follow like organizations, search #s to find relevant topics
and active followers
• Search hashtags for listing of popular topics
• @Tag relevant accounts

9. So which social media channels should I use
on my giving day?
• For starters, we recommend
Facebook, Twitter and Instagram
• For those looking to expand, we’re
going to talk about SnapChat and
Facebook Live

11. Snapchat 101
Snapchat is used to tell
stories in raw, often
humorous “behind-the-
scenes” clips and
messages.
Private snaps, personal stories and the ability to
send ‘ephemeral’ messages, using fun filters and
special effects are what set this app apart.
Great tool if millennials are a key audience for
your organization!

12. The 4 Elements of Snapchat
• Snaps – Self-erasing photos or 10-second
videos sent to one or multiple friends.
• Stories – Public snaps for all “friends” to see.
It’s a series of moments that won’t self-erase
for 24 hours. THIS is where you will want to
focus giving day efforts.
• Memories – Share videos and photos
captured outside of Snapchat to your story.
• Chat – One-to-one text chatting. You can chat
back and forth with someone, and when you
navigate away the thread is lost forever.

13. Swiping Gets You to These Elements

14. Snapchat Tip:
Use filters and special
effects to give your photos
a little pizazz. It’s what the
platform is all about!

15. Facebook Live 101
Live video streaming is a fun,
engaging way to connect with
your followers and grow your
audience.
Viewers can provide live feedback and
ask questions during the broadcast.
Live videos are immediately archived,
and it’s common for archived views to
exceed live views.

16. Facebook Live Tips
Facebook recommends that live videos
last at least 10 minutes, but you can go
as long as 90 minutes!
Forward your calls to avoid distractions
during broadcast
End your live video with a call to action!
Do a practice video – set Facebook’s
Who Should See This? Privacy setting to
Only Me.

17. Facebook Live Metrics
Facebook offers the biggest
audience for live video.
Analyze your results: You can
see the total number of people
who watched at least a portion of
the video, along with a running
count of how many viewers you
had at different points in time.

18. How do I keep up with all this social media?
Create a schedule ahead of time!
There are many great social media scheduling tools out there.
We’re going to talk about Hootsuite and Buffer.

19. Buffer
With Buffer, you can add all the
updates you want and Buffer
schedules them out evenly, at the
most optimal times. OR manually
schedule out your posts to go out
at specific times.

20. Buffer
You also get shortcuts that make
sharing content a breeze!

21. Buffer Analytics
In Buffer’s free analytics plan,
you can see major
engagements stats for each
update posted on Facebook,
Twitter, Google+ and LinkedIn

22. Hootsuite
Hootsuite is a lot like buffer, allowing you to schedule multiple
posts to be spread out over time. The ‘streams’ feature lets you
monitor and “listen” to social in one platform.

23. Hootsuite Streams

24. Hootsuite Analytics
Hootsuite’s free analytics tool lets you create specific social media
reports, keeping you up-to-date with the information you want to track.

25. More Analytics: Facebook Insights
Facebook Insights shows you
stats behind your posts, likes
and reach. It’s free and already
comes with your organization’s
Facebook page!

26. More Analytics: Twitter Analytics
Twitter provides an overview of
how tweets perform in major
engagement areas – retweets,
mentions, favorites and clicks.
You can run reports on insights
and easily export the data.

27. Don’t forget about ads!
Promoting your tweets and
running social media ads can
be a GREAT way to drive
engagement during your event.
• It’s easier than ever!
• You can set a low budget.
• Targeted audience drives
new donors!

28. Download our FREE Social Media Toolkit
• Find the important information from this
webinar in our social media toolkit!
• We will be emailing it out along with the
slides and recording from this webinar

29. Questions?