Presentation for the Facebook Community Boost event on Digital Storytelling, broadening your sense of content to share and Community Building

1. Creating
Content
That Drives
Action

2. Hello!
Susan Tenby
Director of Social
Community & Strategic
Partnerships, Caravan
Studios
T: @suzboop
2
Molly Bacon
Social Media Manager &
Creative Lead, Care2
T: @mollymbacon

3. 3

4. 4
Building a Community Storytelling & Content Creation
What We Will Cover Today

5. Content
Creation
Let’s talk about creating
content that drives real
action.

6. “
Marketing used to be about creating
quippy taglines and memes, but it’s
grown to be more about the stories
you tell about your brand or
organization and the community you
build.
6

7. What Do You
Create Content
About?
○ Your organization?
○ Your cause?
○ Your donors?
○ Your employees?
○ Your volunteers?
○ Your needs?
○ Your victories?
7

8. 8
Types of social media content

9. Content Curation

10. CURATION:
Finding content
that is not yours
10Netvibes
Hootsuite
Scoop.it
Listening Dashboards
Home Feed on Twitter
Pages Feed on
Facebook
Join:
Newsletters
Slack Communities
Facebook Groups

11. 11

12. Building a
Community
& growing it.

13. 13
Engagement
○ Critical to respond to user-posts within 24 hours
○ Remember to reply as your org, not as you
○ Toggle to you to like your posts as you, not your
org
○ Go to your business page, check notifications
○ If someone liked your post, invite them to like the
page

14. Share Others’
Content
Share from within Facebook
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15. 15
Social Listening
Being aware of not only what content is
out there to share, but also what people
are saying about your org/mission/brand

16. 16
User-generated
Content
Turn quotes into testimonials
Interview your members, edit to make a video, ask
questions

17. Broadcast
Messages
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● If you want to broadcast, consider using a
text messaging platform, like Hustle
● Post varying messages with same call to
action, across channels
● Post same message, different language
every day

18. Post Enough,
but Not Too
Much
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19. Create
Longform,
Highly
Shareable
Content
19

20. 20
Providing
Attribution
Properly
Make sure to tag anyone
you are referencing. If you
don’t, they won’t know that
you mentioned them

21. Don’t Assume
You Know Their
Account Handle
21
● If you have
trouble tagging,
like the page first,
then tag
● Google the site,
then find the
social media name,
don’t try to guess
it.

22. Follow and like
as Your Pro
Account
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23. 23
Influencers

24. Tips: Creating
Visuals
That Drive Engagement.

25. We process images
60,000 times faster than text.
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26. 26
Keep Your
Visual Brand
Consistent
○ Fonts
○ Colors
○ Photo Filters
○ Image Style
○ Logo
○ Personality of
projects
Great branding guide
example via global giving.

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facebook.com/GlobalGiving

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Instagram/GlobalFundWomen

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Choose
Strong Photos
○ Don’t tell if you can show
○ Use faces
○ Showcase a story
○ Use stock footage if you don’t have
your own photos
◦ https://creativecommons.org/
◦ https://www.shutterstock.com/
◦ http://www.thinkstockphotos.com
/

30. 30

31. Use Text
But don’t go crazy
Keep it short
Stick to 2-3 fonts max
Facebook ad tool: Ad text
overlay tool
31

32. Use stats 32

33. Make it urgent 33

34. Use quotes 34

35. Drive an action 35

36. Create Social
Media
Campaigns
○ Create a social
media toolkit to
share for
campaigns
○ Care2 social
toolkit.
○ Caravan Studios
toolkit.
36

37. Visual
Resources
Free platforms to make
graphics:
○ Canva
○ Adobe Spark
○ Crello
Ready to use designs for
Adobe CC:
○ Creative Market
○ Noun project
37

38. Tips: Creating
Social Videos
that will drive results.

39. More than 500 million
Facebook users
are watching videos
on Facebook
everyday.
39

40. 12,000%
more shares than text and image content combined.
40
Social videos generate

41. Keep it short
Keep videos under 1-2
minutes. Test out
different short length
videos including gifs and
under 30 seconds videos.
Facebook live: 18-20
mins
Design for mobile &
sound off
85% of Facebook videos
are watched without
sound. Always use
captions or text.
Design square and
vertical videos for
mobile.
Tell a story
Start by making a
storyboard or script
before choosing your
footage.
Video Tips
Keep the design
consistent
Keep your font, logo and
colors consistent.
Use stock
footage/images
You don’t have to always
shoot your own footage.
Use stock footage and
images in videos.
Include a call to action
Do you want people to
share the video? Like the
video? Sign a petition?
Donate?
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42. Have a
beginning,
middle
and end
Showcase
the
problem &
solution
Create
one main
concept
Storyboarding
42
Use
character
s
Appeal to
viewers
emotions
Add in
UGC

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45. 45

46. 46Square (1:1) 1080x1080
Vertical:
Aspect ratio 9:16

47. Video
Resources
Video Editing:
○ Free:
◦ Adobe Spark (desktop & mobile)
◦ Videoshop (mobile)
◦ Crello - animated text (desktop)
◦ Legend - animated text (mobile)
○ Animoto
○ Adobe Premiere/After Effects
○ Final Cut Pro
○ Imovie (app and mobile)
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48. Video
Resources
Stock footage:
◦ Videoblocks
◦ Youtube Creative Commons
◦ Vimeo Creative Commons
Audio:
◦ Artist List
◦ Audioblocks
◦ Freemusicarchive.org
◦ freesound.org
Facebook live platform:
○ Ecamm
More storytelling resources:
○ TechSoup Storymakers
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49. Takeaways about Community
Building:
1. Always provide
attribution when you are
referencing others’
content
2. Find your influencers and
get to know them
3. Share your message
widely and make it easy
for others to share
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Takeaways about visual
storytelling:
1. Don’t tell if you can
show
2. Maintain a consistent
visual brand
3. Make it easy for your
audience to grasp your
message

50. Thanks!
Any questions?
You can find us at:
Susan: @suzboop | susan@caravanstudios.org
Molly: @mollymbacon | mollyb@care2team.com
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See the presentation:
bit.ly/FBBoostYourCause