Posted by: In: Social Media 17 Jun 2013 Comments: 0 Tags: , , ,

By: Amanda Lehner

Facebook Ads

When I first started using Facebook for nonprofits in 2007, I had a big selling point. “It’s practically free,” I would declare, standing in front of my big projected slide entitled “Why Facebook?” “And you can get an intern to manage it, as they are young and understand social media.”

Oh how things have changed. Yet some nonprofits still subscribe to this theory (mostly out of necessity), we’re learning fast that if you want to truly use the power of social to achieve big goals, the days of the scrimpy social media budgets are behind us.

I attribute this shift to the need for an ad buy and skilled content production. Facebook has taken many of the old tactics off the table — giveaways, tagging partners to show up on their page — to name a few. Facebook is designed to sell ads.

It’s also designed to favor good content. The most liked/shared content is flagged by the Facebook algorithm which then gives it better placement in the newsfeed. But if you want to build a base in months, instead of a glacial rise in likes over several years, you have no choice but to buy ads – a lot of them.

Some say likes aren’t everything and that the relationship building lies in the engagement. Firstly, if you’re one of those people, please call HelpGood because we want to work with you. Secondly, because the likes are the number that everyone can see, this has many implications:

  • This is the number an outcome-focused organization will include in their KPIs.

  • This number signals a relevance to the consumer. One is more likely to join the party that is in full swing.

  • The more likes, the larger the reach, the higher the engagement. Period.

  • There is a like tipping point (around 10,000) that once you reach, the rate of growth moves along faster. Those first 1,000 likes are the hardest to get, and you will have to work for them.

Now that it’s 2013, everyone’s on Facebook and “Why Facebook?” is no longer a slide in my road show. It’s been replaced by “Why Facebook Ads?” and an old adage that I’m not happy to reinforce — you get nothing in this world for free.

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AT&T launched It Can Wait, a campaign encouraging people to pledge to never txt and drive. There’s a Facebook connected app and a site with videos featuring Victoria Justice and Ryan Beatty along with PSAs and other videos supporting the message.

5 Killer Strategies to Dominate Social Media’s Big 3: Facebook, Twitter and YouTube – this could be the longest infographic ever

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United Way and HelpGood will be working together to promote United Way’s “LIVE UNITED” campaign. The campaign’s focus is to mobilize communities to give, advocate and volunteer to improve the building blocks of a good life and advancing the common good. Initially launched in 2008, the LIVE UNITED campaign inspires and encourages people to partner with United Way by becoming more involved in their own communities, either by volunteering, giving, or advocating for change.

HelpGood will develop an overarching strategy for the campaign to be implemented across United Way Worldwide. In addition, HelpGood will implement tactics in collaboration with the Ad Council and United Way to conduct outreach to bloggers, engage and grow United Way’s social networks across multiple platforms and to create a social media toolkit for ongoing implementation.

You can view the full press release here.

Brand mascots became popular in 1950s with TV advertising and are coming back stronger than ever, through social media.  Even the Ad Council has been utilizing mascots through social media.  Currently Smokey Bear is the face and voice of his own Facebook and Twitter pages.

“Today, social media is giving marketers a whole new playground to test and nurture mascots. “I think the web is going to [bring] a heyday for creating new characters and stories,” Carol Phillips, president of consulting group Brand Amplitude said.”  Read the full article here.

New features on Google Analytics let companies tell Google what goals they want to achieve.  Google will not only show how many visits are coming from social networks, but how many of those visits will go towards your company’s goals.  Read the full article here.

Newsweek’s Mad Men retro issue has old advertisements including a special Smokey Bear ad.  Check out all the different ads and vote for Smokey here: http://bit.ly/x0Xs3j

You can vote as many times as you want.  Share with your friends and let’s get Smokey’s ad to the top!

Nonprofits- don’t forget about blogging! Although social media sites like Twitter and Facebook serve their purpose, blogs can be a powerful tool for sharing ideas and building communities!  Read the full article here.

 

For Valentine’s Day, our client Bedsider, a free online birth control resource, and the Ad Council, released their new Confessions application for Facebook.  The app allows people to share their most embarrassing and entertaining sex fails either publicly or anonymously.

HelpGood helped set up a titillating fangate using the Buddy Media platform to encourage people to become fans of Bedsider and “get under the covers” to receive exclusive content.

HelpGood has been using fangates in many of our Facebook marketing efforts to entice visitors to convert into fans. Just remember that a fangate is an opportunity to connect.  Spyder Trap points out that “if a new visitor is interested enough in your company, restaurant or organization to get to your Facebook page wouldn’t it be nice to remind them to “like” the page in order to continue to stay connected?”

The app was created as part of Bedsider’s ongoing campaign to prevent unplanned pregnancies in women. This app will remind women that despite these awkward #sexfail stories, they would never give up on sex and they shouldn’t give up on birth control either.

Read the full press release here.

As part of the campaign to commemorate the Ad Council’s 70th birthday, HelpGood developed a “Rosify Yourself” application that lives on the Ad Council’s Facebook page. Since 1942, the Ad Council has been creating memorable campaigns aimed at improving the lives of the American people. With the Facebook app, fans of the Ad Council can upload a photo of themselves and insert it into the iconic “Rosie the Riveter” poster, thus becoming riveters for social change.

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After fans have created their own Rosie the Riveter poster, they are able to share it to their wall on Facebook, save the image to their computer, and even print out a copy.  The app already made an appearance on the Today Show with Matt Lauer and Ann Curry being Rosified. There was actually a real live Rosie on the Rockefeller Center plaza along with Smokey Bear and McGruff the Crime Dog.

HelpGood designed and developed the app in Adobe Flash and integrated into the Ad Council Facebook page using Buddy Media’s iFrame sapplet. HelpGood also installed a Rosie themed page fangate which encourages people to like the page to get more exclusive content.

You can find the full press release here.

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