Sally Ivens

Room C


Sally is Communications Manager at Animal Equality UK. Prior to this, she worked in social media marketing for a large charity in the cultural sector. She has an MSc degree in Ecology.

About the presentation

Organic isn’t everything: using social media ads for lead generation and more

Abstract: Is your organisation using social media to its full advantage? If social media advertising (‘paid social’) isn’t a key part of your digital marketing strategy then you could be missing out on potential supporters. Even small budgets can go a long way on certain social platforms: driving traffic, generating leads, and ultimately, helping animals!

With a focus on the Facebook and Instagram Ads platform, this talk will cover why you should incorporate ad campaigns into your social media strategy, how to align them with your organic content, and the knowledge you need to get started – from choosing your target audience and optimising ads themselves to get the best results, to analysing ad performance and tracking conversions.

We’ll also discuss how to engage with new leads once your ads have brought them in – whether you were initially collecting petition signatures, vegan pledge sign-ups or even donations – continuing the user journey both on and off social media to foster long-term support.

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