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

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Creating content that drives action fb community boost


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Presentation Transcript
creating content that drives action

Creating

Content

That Drives

Action

slide2

2

Hello!

Molly Bacon

Susan Tenby

Social Media Manager &

Creative Lead, Care2

Director of Social

Community & Strategic

Partnerships, Caravan

Studios

T: @mollymbacon

T: @suzboop

what we will cover today

What We Will Cover Today

4

Storytelling & Content Creation

Building a Community

content creation

Content

Creation

Let’s talk about creating

content that drives real

action.

slide6

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.

slide7

7

○ Your organization?

○ Your cause?

○ Your donors?

○ Your employees?

○ Your volunteers?

○ Your needs?

○ Your victories?

What Do You

Create Content

About?

netvibes hootsuite scoop it

Netvibes

Hootsuite

Scoop.it

10

Listening Dashboards

CURATION:

Finding content

that is not yours

Home Feed on Twitter

Pages Feed on

Facebook

Join:

Newsletters

Slack Communities

Facebook Groups

building a community growing it

Building a

Community

& growing it.

slide13

13

○ 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

Engagement

slide14

14

Share from withinFacebook

Share Others’

Content

slide15

15

Being aware of not only what content is

out there to share, but also what people

are saying about your org/mission/brand

Social Listening

slide16

16

Turn quotes into testimonials

User-generated

Content

Interview your members, edit to make a video, ask

questions

slide17

17

● 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

Broadcast

Messages

slide18

18

Post Enough,

but Not Too

Much

slide19

19

Create

Longform,

Highly

Shareable

Content

slide20

20

Make sure to tag anyone

you are referencing. If you

don’t, they won’t know that

you mentioned them

Providing

Attribution

Properly

slide21

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.

Don’t Assume

You Know Their

Account Handle

slide22

22

Follow and like

as Your Pro

Account

slide23

23

Influencers

tips creating visuals

Tips: Creating

Visuals

That Drive Engagement.

slide25

25

We process images

60,000 times faster than text.

slide26

26

○ Fonts

○ Colors

○ Photo Filters

○ Image Style

○ Logo

○ Personality of

projects

Keep Your

Visual Brand

Consistent

Great branding guide

example via global giving.

slide27

27

facebook.com/GlobalGiving

slide28

28

Instagram/GlobalFundWomen

slide29

29

○ 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

/

Choose

Strong Photos

slide31

31

But don’t go crazy

Keep it short

Stick to 2-3 fonts max

Use Text

Facebook ad tool: Ad text

overlay tool

use stats use stats

Use stats

Use stats

32

make it urgent make it urgent

Make it urgent

Make it urgent

33

use quotes use quotes

Use quotes

Use quotes

34

drive an action drive an action

Drive an action

Drive an action

35

slide36

36

○ Create a social

media toolkit to

share for

campaigns

○ Care2 social

toolkit.

○ Caravan Studios

toolkit.

Create Social

Media

Campaigns

slide37

37

Free platforms to make

graphics:

○ Canva

○ Adobe Spark

○ Crello

Ready to use designs for

Adobe CC:

○ Creative Market

○ Noun project

Visual

Resources

tips creating social videos that will drive

Tips: Creating

Social Videos

that will drive results.

slide39

39

More than 500 million

Facebook users

are watching videos

on Facebook

everyday.

slide40

40

Social videos generate

12,000%

more shares than text and image content combined.

slide41

41

Design for mobile &

Design for mobile &

sound off

sound off

Keep it short

Keep it short

Tell a story

Tell a story

Keep videos under 1-2

minutes. Test out

different short length

videos including gifs and

under 30 seconds videos.

Start by making a

storyboard or script

before choosing your

footage.

85% of Facebook videos

are watched without

sound. Always use

captions or text.

Video Tips

Design square and

vertical videos for

mobile.

Facebook live: 18-20

mins

Keep the design

Keep the design

consistent

consistent

Use stock

Use stock

footage/images

footage/images

Include a call to action

Include a call to action

Do you want people to

share the video? Like the

video? Sign a petition?

Donate?

Keep your font, logo and

colors consistent.

You don’t have to always

shoot your own footage.

Use stock footage and

images in videos.

slide42

42

Have a

beginning,

middle

and end

Showcase

the

problem &

solution

Create

one main

concept

Storyboarding

Use

Appeal to

viewers

emotions

Add in

UGC

character

s

square 1 1 1080x1080

Square (1:1) 1080x1080

46

Vertical:

Aspect ratio 9:16

slide47

47

Video Editing:

○ Free:

Video

Resources

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)

stock footage

Stock footage:

48

Videoblocks

Youtube Creative Commons

Vimeo Creative Commons

Video

Resources

Audio:

Artist List

Audioblocks

Freemusicarchive.org

freesound.org

Facebook live platform:

Ecamm

More storytelling resources:

TechSoup Storymakers

slide49

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

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

slide50

50

Thanks!

Any questions?

You can find us at:

Susan: @suzboop | susan@caravanstudios.org

See the presentation:

bit.ly/FBBoostYourCause

Molly: @mollymbacon | mollyb@care2team.com