Creating
Content
That Drives
Action

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Hello!
Susan Tenby

Molly Bacon

Director of Social
Community & Strategic
Partnerships, Caravan
Studios

Social Media Manager &
Creative Lead, Care2

T: @suzboop

T: @mollymbacon

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What We Will Cover Today

Building a Community

Storytelling & Content Creation

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

“
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.

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

Types of social media content

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Content Curation

Netvibes
Hootsuite
Scoop.it

CURATION:
Finding content
that is not yours

Home Feed on Twitter

Join:
Newsletters
Slack Communities
Facebook Groups

Pages Feed on
Facebook

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Listening Dashboards

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Building a
Community
& growing it.

Engagement

 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

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Share from within Facebook
Share Others’
Content

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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

Turn quotes into testimonials

User-generated
Content
Interview your members, edit to make a video, ask
questions

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Broadcast
Messages

 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

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Post Enough,
but Not Too
Much

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Create
Longform,
Highly
Shareable
Content

Providing
Attribution
Properly

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

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Don’t Assume
You Know Their
Account Handle

 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.

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Follow and like
as Your Pro
Account

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Influencers

Tips: Creating
Visuals
That Drive Engagement.

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We process images
60,000 times faster than text.

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Keep Your
Visual Brand
ConsistentFonts
Colors
Photo Filters
Image Style
Logo
Personality of
projects

Great branding guide
example via global giving.

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facebook.com/GlobalGiving

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Instagram/GlobalFundWomen

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Choose
Strong PhotosDon’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
/

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Use Text

But don’t go crazy
Keep it short

Stick to 2-3 fonts max
Facebook ad tool: Ad text
overlay tool

Use stats

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Make it urgent

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Use quotes

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Drive an action

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Create Social
Media
Campaigns

 Create a social
media toolkit to
share for
campaigns
 Care2 social
toolkit.
 Caravan Studios
toolkit.

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Visual
Resources

Free platforms to make
graphics:

 Canva
 Adobe Spark
 Crello
Ready to use designs for
Adobe CC:
 Creative Market
 Noun project

Tips: Creating
Social Videos
that will drive results.

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

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Social videos generate

12,000%
more shares than text and image content combined.

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Keep it short

Video Tips

Design for mobile &
sound off

Keep videos under 1-2
minutes. Test out
different short length
videos including gifs and
under 30 seconds videos.

85% of Facebook videos
are watched without
sound. Always use
captions or text.

Facebook live: 18-20
mins

Design square and
vertical videos for
mobile.

Keep the design
consistent

Use stock
footage/images

Keep your font, logo and
colors consistent.

You don’t have to always
shoot your own footage.
Use stock footage and
images in videos.

Tell a story
Start by making a
storyboard or script
before choosing your
footage.

Include a call to action
Do you want people to
share the video? Like the
video? Sign a petition?
Donate?

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Storyboarding

Create
one main
concept

Add in
UGC

Have a
beginning,
middle
and end

Use
character
s

Showcase
the
problem &
solution

Appeal to
viewers
emotions

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Square (1:1) 1080x1080

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Vertical:
Aspect ratio 9:16

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Video Editing:

Video
Resources

 Free: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:

Video
Resources

48Videoblocks
Youtube Creative Commons
Vimeo Creative CommonsArtist List
Audioblocks
Freemusicarchive.org
freesound.org

Audio:

Facebook live platform:
 Ecamm

More storytelling resources:
 TechSoup Storymakers

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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

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Thanks!
Any questions?

See the presentation:

bit.ly/FBBoostYourCause

You can find us at:
Susan: @suzboop | [email protected]
Molly: @mollymbacon | [email protected]