Hub Social Media Campaigning Workshop Effective Online Campaigning
Hub Social Media Campaigning Workshop Effective Online Campaigning – COVID 19 and beyond.
Presentation 15 minutes
Learning outcomes • Why use Social Media? Why use advertising and not just organic posts? • Statistics on advertising vs organic posts. • How to use targeting in advertising. • Content to advertise & Champion experience. Examples of advertising, why wording & graphics are important. • Challenges of Social Media campaigning.
Why social media? There are many people on Social Media (Facebook, Instagram & Twitter) Why advertising? You can reach more people with advertising, than organically. Also we can reach the 3 in 4 not already engaged with Mental Health. Be aware the number does reduce when you start targeting!
Statistics Advertised posts • Link clicks: 1, 663 • Cost per click: £ 0. 39 • Reach: 116, 176 Organic posts • Link clicks: 185 • Cost per click £ 0. 00 • Reach: 21, 212 • Total spent: £ 647. 33 • Total spent: £ 0. 00
Targeting • Exclude people interested in mental health with certain key words • Interests = Mind, Clinical Psychology, Mindfulness, Counselling etc. • Demographics = Psychologist, Mental Health worker etc. • Behaviour (not used in campaign)
Content to advertise • Anything you want really! • Blogs, Vlogs, Poems, Art, Quotes, Songs. Our Hubs example: • Myth vs Fact on mental health • Awareness dates, i. e. young carers blog in carers week • Poem on Kindness (MHAWk) • Positive inspirational quotes that a Champion shares everyday
Advert Organic post
Champion experience
Example Ad: Audience
Example Ad: Ad Creative
A/B test example Reached 1, 853 48% Female, 50% Male Reached 1, 847 47% Female, 51% Male 16 link clicks 63% Female 31% Male 15 link clicks 27% Female 73% Male
Challenges Advert challenges: • Facebook’s advertising policies and format changes often, i. e. as of August they now have videos • Word to picture ratio • The daily budget not being used • Any edits puts ad back into review • Setting up blogs with start/end dates Organic challenges: • Important to work closely with Champions, give time for preparation. • Have to build an audience & need enough content to post regularly i. e. once a day (buffer tools can help!)
Challenges
Workshop 45 minutes
Workshop Task: • 15 minutes to create your own ad around World Mental Health Day! • You’ll be split into 3 groups
Work sheet!
Share with the group! • 5 minutes for each group to pitch their advert to the group.
Summary • • • Social Media is a useful tool which can reach lots of people, including the 3 in 4 we at Time to Change want to reach. Mixture of organic & advertising makes for the most effective online campaigning. Targeting through interests & demographics is useful by using the exclude and people who match criteria's. Content being shared should be diverse and Champion lead. Important to think carefully about audience and ad creative i. e. wording, graphics etc. when advertising There are challenges with organic posts and adverts.
Thank you! Any questions? Email: ttc@solentmind. org. uk
- Slides: 20