SOCIAL MEDIA USE IN COMMUNITY/NETWORK BUILDING

Introduction & Expectations

I have worked in the non-governmental organizations for over 20 years. My main focus is on communication and fundraising - setting strategies, developing creative ideas, delivering campaigns and events, and brand-positioning on social media and in the media.

#fact
According to a 2023 survey, 73 % of NGOs report that tier social media community actively contributes to their campaigns

Social media & Online platforms

Gotta catch 'em all...?

TOP 3 social media platforms

FACEBOOK
WHATSAPP
YOUTUBE

INSTAGRAM
WECHAT
TIKTOK
TELEGRAM
SNAPCHAT ...

Why users use social media (first wave)

• contact - sending messages
• "give approval" & show you care - interactions with other users' posts, follow, comment
• share life & attitude - posts

And also ... ("second generation of usage")

• read news
• discovering new information

#fact
More than 70 % of Gen Z use social media & online platforms as the first choice to get information

Last but not least ...

• "WITH ME" content (sharing life with strangers = sharing life with the online community)

Storytelling:
Research by Headstream showed that 55 % of people who love a brand's story are much more likely to take action (financial support including) in the future.

Storytelling: Charity Water Campaign


Organization uses storytelling and strong visuals to tell stories about the people they help. This resulted into raising over $300 million from more than 1 million donors.

User-Generated Content (UCG)

UCG increases conversions by 4,5 % and users who see UCG are 28 % more likely to take action.

UCG: Movember

Campaign focused on raising awareness of men's health issues, leveraging social media to mobilize and share user-generated conten. It achieves huge success, engaging millions of people worldwide.

Influencer marketing

According to Influencer Marketing Hub, every dollar spent on influencer marketing generates an average ROI of $5.20

Influencer marketing in Slovakia:
let's talk about experience and success stories :)

#fact
A 2023 Buffer survey shows that users who regularly schedule posts report 60% higher engagement on their pages.
Analytics and reporting tools help increase campaign efficiency by 44%

#fact
video posts achieve an average of 135% higher organic reach than photos

#fact
A/B testing can improve campaign results by 20-30%

USER EXPECTATIONS

FACEBOOK

- entertaining and informative content that is regularly updated
- 78% of users expect a quick response to their questions and comments

INSTAGRAM

- high-quality visual content and authentic stories
- according to Business Insider, 60% of users learn about new products through Instagram

X

- fast and current information
- 42% of users expect a response from a brand within one hour

YOUTUBE

- high-quality, valuable, and regularly updated video content

DISCORD
BEREAL
TWITCH
...
WHATSAPP

SPOTIFY

INVOLVE

APPRECIATE

ASK

AI kittens rule the world

Let's discuss and share :)

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