Social Media Training Columbia University Giving Day 9.11.13. Rebecca Robinson | Gwynne Gauntlett | Russ Martonis | Jacqueline Brini. Table of Contents. Giving Day Recap Giving Day 2013 Engagement Tactics The Tool Kit Custom Content Next Steps Appendix. What Is Giving Day?.
Social Media Training Columbia University Giving Day 9.11.13 Rebecca Robinson | Gwynne Gauntlett| Russ Martonis|Jacqueline Brini
Table of Contents Giving Day Recap Giving Day 2013 Engagement Tactics The Tool Kit Custom Content Next Steps Appendix
What Is Giving Day? Columbia Giving Day is a 24-hour university-wide online fundraising movement first launched in 2012. Held to boost visibility, participation, and revenue for all Columbia University annual funds Combining social engagement, matching fund gaming strategy, and live-stream events. Last year over 6.8 Million dollars was raised from more than 4,000 donors.
Thanks to you!
GIVING DAY 2013.
Giving Day: A Multi-channel Ecosystem Common hashtag: #ColumbiaGivingDay Traffic Drivers Build a social community Facebook Tab CAA FB/Twitter Schools/Program Social Media Paid Media eCRM Print Convert community into reminders and donations Givingday.columbia.edu
Social Media Is A Game-changer Columbia Alumni Association increased Likes during October 59% 40% of referral traffic to donation site was generated by Facebook or Twitter More than 8,000 new followers (Likes) were acquired across CU Facebook pages 40% of all donors were new or lapsed
Sharing Is Critical Everything we do has to promote sharing to reach new audiences. [SCHOOLS] CGD’13 is a great time to acquire new fans through viral spread of content Through a small pilot program with SocialToaster, CAA will seed recommended content Because of changes in Facebook’s “EdgeRank,” few fans will see CAA’s content, so personal sharing is critical High-quality original content is key Personal sharing by current followers among their audience is critical to success create the content [CURRENT FOLLOWERS] spread the news [NEW Followers] enjoy content and join community
What Is EdgeRank? The algorithm with which Facebook determines which of a brand’s posts appear on an individual fan’s News Feed Σ = u w d AFFINITY (u) – How often an individual interacts with your content (via Likes, Shares, Comments, etc.) combined with kinds of content that individual most often interacts with (photos vs. text vs. links) WEIGHT (w) – How audiences have interacted with your content; preference is given to more time consuming actions, such as Comments rather than Likes TIME DECAY (d) – How new the post is For examples of how EdgeRank prioritizes types of content, please see this humorous but relevant example: http://leaderswest.com/wp-content/uploads/2013/04/102.jpg
Social tools and tactics to leverage Social Media Toolkit – an editorial calendar, accompanied by ready-to-publish posts, images, and links to great content that can be rolled out on your school’s social community #ColumbiaGivingDay Host the App on your school or program’s Facebook New Grassroots Social Tactics New Channels Columbia University on Instagram– @columbia
How to Add the CGD’13 Facebook App Step #1: Page Admin contacts Nancy Wong at email@example.com with intent to add tab Step #2: Story contact “friends’ Page Admin, and he/she must accept Step #3: Story makes Page Admin a “Facebook Developer” for the CGD’13 Facebook app Step #4: Page Admin adds CGD’13 Facebook app as a new tab
5 Signs You Went to Columbia Goal: Encourage spread of content through fun shared experiences with Buzzfeed-esque list Alumni Action: Comment with their own content and share across their network Sample List: 1. You’ve run into an international head of state on your way to the library.2. You automatically get off the train at 96th Street to transfer to the 1.3. You’ve studied for a final at the “beach” on 116th between Broadway and Amsterdam.4. You know the average length of a Koronet slice is from your elbow to your fingertips.5. You instinctively reach for your CUID to get into New York City museums, even though you're no longer a student. Add your own for #ColumbiaGivingDay Content launches on CAA Facebook 10/1
#whyIgive Goal: Underscore how giving Changes Lives That Change the World and celebrate alums who give Alumni Action: Share giving stories with the hashtags #whyIgive #ColumbiaGivingDay Sample Posts: "I give to Columbia Baseball because I have a vision for what I want this program to be and I know my donations help us achieve those goals. And because I sleep in a Columbia Baseball T-shirt every night." - Matthew Rothfleisch, '97CC, Baseball What's your reason to give? Get inspired by donor stories and share your own through Facebook, Twitter, or Instagram. #whyigive #ColumbiaGivingDay [link to tagboard] Tagboard is active at http://tagboard.com/columbiagivingday
Turn Your Facebook Blue Goal: Increase visibility through mass adoption Alumni Action: Change profile picture and cover image just prior to Columbia Giving Day Sample Posts: Show your Columbia pride by turning your Facebook profile BLUE for #ColumbiaGivingDay. Check out this Facebook album and pick a profile picture and cover photo based on your favorite school or program. [link to photo album] Show your Columbia love and turn your Facebook profile BLUE for #ColumbiaGivingDay. [link to photo album] Content launches on CAA Facebook 10/17
The Tool kiT.
Rollout Strategy Goal: Share Results & Build Relationship Goal: Convert Goal: Education & Awareness Goal: Spread the Word Goal: Energize Your Community Sept. Oct 1-18 Oct 19-22 Oct 23 Giving Day Oct 24 & onward Thank donors Recap results Establish ongoing social stewardship Impact stories from GD’12 Current reports on what’s new Drive event attendance Turn Your Facebook Blue Match opps Give today Match opps Emphasize participation Spread the word #whyIgive 5 Signs You Went to Columbia
September: Education & Awareness Columbia Impact: Heard of the Championship Performance Initiative? It was created to provide extra support for Columbia athletes—and that extra love makes all the difference. Just ask tennis star Bianca Sanon '14CC, who helped her team become Ivy League Champs! Did You Know? There are three buildings on Columbia’s campus listed on the National Register of Historic Places. Can you name them? Hint: One is the site of the invention of FM radio, one saw the first experiments of the fission of uranium, and one is a campus centerpiece with some pretty famous steps.
October 1-18: Spread the Word Here’s why Ben O’dell ’04SOA gives: “As much as any movie as I’ve made, I’m proud of that Columbia diploma and want to do my small part to ensure its future.” What's your reason to give? Get inspired by donor stories and share your own through Facebook, Twitter, or Instagram. #whyigive #ColumbiaGivingDay [link to #whyigiveTagboard] Just how far does your gift on #ColumbiaGivingDay go? Here's a hint: [link to marquee video] Marquee video live 10/1
October 19-22: Energize Your Community A whopping 5,000+ alumni came together for last year's #ColumbiaGivingDay. Are you in for 2013? RSVP now for a day of live events, giving back, and paying forward. [https://www.facebook.com/events/485227798232571/] Think your school or program has the most Columbia pride? Tag it in this post! On #ColumbiaGivingDay, the more you give to a school or program, the more matching dollars it will get. [link to leaderboard tab]
Giving Day: Energize Your Community Amplify Your Impact: The more you give today, the more your school or program could earn through matching donations. Discover how you can make a difference: http://bit.ly/CUgivingday2013 #ColumbiaGivingDay [$TK] raised already?!?! That's why we love Columbians so much. Share this post with your friends to spread the word about #ColumbiaGivingDay and donate here: http://bit.ly/CUgivingday2013
Oct 24 & Onward: Share Results & Build Relationships #ColumbiaGivingDay 2013 was a huge success, and it's only thanks to all of YOU, Columbians. Thank you so much for helping us change lives that change the world. #ColumbiaGivingDay by the numbers: [TK number of countries] [TK number of donations] [$TK raised] Thank you doesn't even cut it, Columbians. You deserve a WOW! [link to GD results]
Content-Writing Workshop Tell us the types of really good social content you’ve created that has generated activity among your audiences.
What Worked Last Year Insights from GD’12 revealed 3 types of high-performing content: Match/Competition Promotion School Celebrity Pride Posts
Creating Content Is Easy Get personal! Feature specific stories relating to current students and faculty of your school/program Don’t just share posts from CAA; re-upload photos to your own channel for greater visibility Use shared themes on CAA channels like “Columbia Impact:” and “Did You Know?:” to create audience specific content Use the 12 Carousel videos on Columbia’s YouTube and find your own Schedule posts in advance
Content-Writing Workshop Important ingredients for shareable social content: Add value to the recipient Know your audience Provide an appropriate call-to-action (CTA) Use #ColumbiaGivingDay
Content-Writing Workshop PRIDE Scenario: It’s 9 a.m. and Giving Day is kicking off, and we want to drive alumni to donate How would you communicate this to your audience to generate (1) donations and (2) shares? Be sure to include #ColumbiaGivingDayand links in your post
Content-Writing Workshop MATCH CHALLENGE Scenario: It’s approaching 10 a.m. on Giving Day and you know that your school/program can get $2,000 extra if one of your alumni is the 23rd person to tweet #ColumbiaGivingDay and your school’s Twitter handle. How would you communicate this to your audience to generate (1) donations and (2) shares? Be sure to include #ColumbiaGivingDay and links in your post
Content-Writing Workshop TALLY Scenario: It’s 3 p.m. on Giving Day, and $4MM has been raised already. How would you communicate this news to your audiences so they spread the word or comment? Be sure to include #ColumbiaGivingDay and links in your post
Content-Writing Workshop LIVE EVENTS Scenario: It’s 5p.m. on Giving Day, and Columbia deans and Barnard’s president are gathering for the 6 p.m. “Global Horizons Roundtable,” a conversation about preparing students for leadership in a global age. How would you share this event with your audience to have them (1) attend and (2) tell their friends? Be sure to include #ColumbiaGivingDay and links in your post
Next Steps Request to add the Columbia Giving Day App to your Facebook Download the boilerplate social media toolkit assets. Custom URLS will be delivered as a follow up for each school and program Invite followers to the Facebook event Start posting and tweeting with #ColumbiaGivingDay Identify your most influential fans and reach out to them with personalized messages Leverage new Engagement tactics Begin engaging with and driving to your community to increase follower base before Giving Day