SOCIAL
TARGETING
User Demographics
Men and Women Ages 18-55
Median Income $200.000 - $275.000 (3,500 - 5,000 USD)
Industries; Education, Social service, Business, Government
Targeted Groups
Donors- Government/Politicians/ Wealthy individuals/ Corporations
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Looking to get involved in helping population of Argentina and support local organizations to push philanthropic initiatives.
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Have money or grants to spend on community organizations.
Volunteers- individuals 18 years or older, College educated, working professionals
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Flexible schedules that allow for extra time to be devoted to a cause
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Have experience or looking to gain experience in non profit work
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Are dedicated and have a passion for helping others
Socially conscious individuals- activists/ public speakers/ philanthropists
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Have a strong sense of morality and right & wrong
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Are vocal about injustice
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Believe in spreading messages of love and community
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Active in and have a dedicated audience of listeners
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Thought leaders
REQUIREMENTS
Campaign Tone
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Empowering
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Passionate
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Emotional
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action oriented
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Thought provoking
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Informative
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Educated/intelligent
Mandatory Elements**
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MDP Logo, Crisp Clear Photo with humans, attention drawing text,
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Bright primary colors (see storyboard).
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Call to action (volunteer/ donate/ like/share).
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91% of social media users in Argentina use Facebook.
Argentinians spend 3.5 hours on social media.
46% received donations through social media according to DonorDrive's 2017 State of Peer-to-Peer Report.
Strategy
Start With Content Optimized to Generate Attention and Shares. The Facebook news feed algorithms reward active advertisers and engaging content. The more reactions, comments, and shares your posts get, the better their reach. This goes for both organic and paid (your advertising dollars will go further). Moreover share link content over photos.
Post More Native and Live Video. Video continues to hold sway on Facebook with triple the engagement and 1200% more shares than text and image posts combined. In addition, when compared to YouTube video shared on Facebook, native video uploaded to Facebook has 10 times the reach
Repost Popular Posts. Identify content that received a lot of attention the first time you posted it on Facebook. Then repost it to capture the attention of people who didn’t see it the first time and give users who did a chance to revisit it and share it again.
Publish From a Verified Facebook Presence. If you have a large Organization, you can apply for a blue check mark verification for your Facebook page. Not only does this check mark lend authenticity to your page or profile, but you’ll also get a higher priority in search results, giving you more visibility for your posts. While not exactly the same, verifying your local Org with a gray check mark badge has similar benefits.
Prioritize Audience Engagement. Take every opportunity to engage your audience because that’s part of what keeps them coming back for more. The guidelines of good conversation for in-person contact apply to social media too. When people leave a comment, recognize that they’re starting a conversation and be sure to respond to any comments you receive. Let people know they’ve been heard. Also acknowledge people who share your posts. Hop on over to the shared post and hit one of the reaction buttons (like or love) to let people know you appreciate their share
Humanize your posts. Telling stories about volunteers, employees & those you serve. Your group doesn't have to be large or high profile to benefit from these kinds of posts.Those who connect with your posts on a deeply personal level will be more likely to donate to your cause.
34 Million People (76% of the population) use social media in Argentina.
68% of social media users in Argentina are on Instagram according to Wearesocial.org.
More than 80% of your followers are mostly active during weekday.
Interactions with your follower are HIGHEST between 6pm - 9pm.
Story Board
A color story uses color deliberately as a visual clue for viewers to look for connections between your pictures, inviting them to create a story in their mind.
Strategy
Attention - Interest - Desire - Action
Your post must attract your audience's attention. Your "eyecatcher".
Continue to arouse interest and attention by sharing more information in your captions.
Create connection with audience and create a need to satisfy.
A call to action and transfer the desire into immediate action. Link your Donation page, ask for volunteers, and ask to share.
AIDA is a model to create effective content to entice followers to take a desired action such as volunteering, making donations, or being more generally informed.
Content Suggestions
Tell Your Story Tell Stories of people who you help.
Inspire People Make People a part of your story.
Start Conversation People for their opinion to create conversation.
Show your action Tell people what you do.
Ask For Help Ask for their help to solve a problem that you are passionate about.
Thank Your Volunteers Show your appreciation for those who work with you.
Hashtags #
Identifying living hashtags vs dead hashtags for your account is important. #ThrowbackThursday or #MotivationalMonday are too popular living hashtags that can be used by every account. #ForEveryChild is one of the popular living hashtags is being used by UNICEF.
Avoid using the exact same hashtags again and again to not be identified by Instagram algorithm as spam. According to marketing experts, using 11 plus hashtags are far more successful.
Tags
Whenever you tag someone or a brand on Instagram, they get a notification and are instantly directed to your post. This means that they will be much more likely to like or comment on your post and increase your engagement.
We noticed you don’t tag any account your posts. We suggest to tag the influencers/celebrities to your post and give them credit.
6th most used social platform in Argentina, encompassing 46% of all internet users.
55% of people who engage with nonprofits on Twitter end up taking sort of action.
63% of Argentina's twitter audience are Males.
Strategy
Consuming content: By following the right accounts, including those of industry experts, news sources, customers and competitors, you can get access to must-know information quickly with Twitter.
Creating content: Establish thought leadership by creating content through yourself or the lens of a business expert. Use Twitter to link to content that you have created or seen elsewhere because knowledge can raise your profile and gain you followers and customers.
Curating content: You can gain a strong following without doing the heavy lifting by sharing information that you find elsewhere -- either online or through other twitter followers -- that is of interest to current and potential customers and clients.
Communication: Twitter is an easy way for you to connect with current and potential customers, by either tweeting them directly or using their Twitter “handle” to thank or highlight them.
Tips and Tricks
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Don’t max out your characters
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Use twitters advanced search to find your target audience (save your searches)
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Follow people who share your interests/ industry leaders
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Make use of trending hashtags
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Talk about things you care about
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Post 4-5 times a day
YOUTUBE
Top 3 most used social platform in Argentina.
Gen Z are Millennial are the largest consumers of YouTube videos and the futures most important audience.
Strategy
Cross Post Videos: Videos uploaded on YouTube can be posted on all social platforms to engage the largest audiences. Consider reuploading and reusing previous videos, both snippets and full length clips for content.Leverage your popularity in other social media platforms to drive engagement and subscribers to YouTube.
Review analytics: Review video performance against engagement metrics such as, like watch time, average watch percentage, average view duration. Analyze this data to figure out which topics and videos generate the most engagement.
Order your playlist by engagement: Positioning playlist in an orderly fashion is an easiest way to organize your playlist in a digestible manner. This allows your viewers to easily consume videos about the favorite topic. Remember, not every video needs to ordered into a playlist.
Its a community: Add a list of Featured Content. Network with YouTube community to forge relationships with other content creators and provide an opportunity for cross-channel promotion or other collaborations in the future.
Tips and Tricks
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At the end of every video, add a subscription call to action.
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Similar to television, create a schedule your audience can look forward to future videos.
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Grab attention within the first 15 seconds in every video.
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Front load video description with key words and linkout to playlist.
9th most used social platform in Argentina, encompassing 21% of all internet users.
6.8 million users in Argentina can be reached via LinkedIn.
+3.0% quarter on quarter growth in LinkedIn advertisement reach
Strategy
Include publications. LinkedIn allows you to include links to your published work, and you should use these, wherever relevant, to show what you're capable of.
Ask for testimonials and endorsements. It's fairly easy for your connections to endorse you for the work you do. What can make a much bigger impact though, is a testimonial from a happy client - this is where they write a testimonial to go against a particular job role on your profile.
Engage with people. Think of it as attending a networking event. Spend some time in conversation with potential clients, be genuinely interested in what they are doing and what their pain points are, then look for opportunities to highlight how you're able to help when the time is right.
Invest in quality content. Share and create consistent, good quality content that addresses the pain points of your target audience. This can help to generate leads for you and can show up in search engine results, which then give you exposure to an even wider audience.
Join relevant groups. Find a selection of active groups that have engaged members. Once you've joined them, it's important to regularly participate in them. It's not enough to just sit back and watch the activities.
Tips and Tricks
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Use the advanced search to build customer base
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Most companies use social media to make purchase decisions
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Enhance company page with brands personality
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Empower employees to connect with your company page
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Share company's content in groups to increase traffic
