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  1. Creating Content That Drives Action

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

  3. 3

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

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

  6. 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.

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

  8. Types of social media content 8

  9. Content Curation

  10. 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

  11. 11

  12. Building a Community & growing it.

  13. 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

  14. 14 Share from withinFacebook Share Others’ Content

  15. 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

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

  17. 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

  18. 18 Post Enough, but Not Too Much

  19. 19 Create Longform, Highly Shareable Content

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

  21. 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

  22. 22 Follow and like as Your Pro Account

  23. 23 Influencers

  24. Tips: Creating Visuals That Drive Engagement.

  25. 25 We process images 60,000 times faster than text.

  26. 26 ○ Fonts ○ Colors ○ Photo Filters ○ Image Style ○ Logo ○ Personality of projects Keep Your Visual Brand Consistent Great branding guide example via global giving.

  27. 27 facebook.com/GlobalGiving

  28. 28 Instagram/GlobalFundWomen

  29. 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

  30. 30

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

  32. Use stats Use stats 32

  33. Make it urgent Make it urgent 33

  34. Use quotes Use quotes 34

  35. Drive an action Drive an action 35

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

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

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

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

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

  41. 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.

  42. 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

  43. 43

  44. 44

  45. 45

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

  47. 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)

  48. 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 ○

  49. 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

  50. 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