At the conference organized by Slavic Refugee and Immigrant Services in SanDiego, Alina Demydova gave an open talk on how experts, small businesses, andnon-profit organizations can develop a transparent and predictable system to attractclients and donors through social media and digital marketing. Alina shared herpersonal approach to promoting services on social platforms — from a structuredcontent strategy to the point where someone fills out a form or books a consultation.
A key focus of Alina’s presentation was that all the practical tools she shared arebased on her research, especially five core academic articles. This framework is builton her hands-on experience and study in lead generation, AI in marketing, andgamified loyalty programs. In her first section, Alina explained why random postingon social media rarely yields stable results, outlining six key steps:
1. Describe the target audience and their needs simply.
2. Create a clear value proposition explaining how you help.
3. Design a content plan that guides people from awareness to action;
4. Use paid advertising to reach warm audiences;
5. Build the personal brand of the expert or organization;
6. Regularly measure results and refine the strategy.
She noted that people are looking not only for information but also for trust and transparency. They want real stories, clear instructions, and straightforward explanations of what they will get at each stage. Combining expert content withpersonal, human stories fosters trust and encourages actions such as signing up forprograms, attending events, or requesting consultations. The second part of her talkfocused on lessons from advertising within the Meta ecosystem. Using practicalexamples, Alina demonstrated that a single loud, aggressive ad is less effective than a thoughtful sequence of contacts: a brief introductory video, followed by testimonialsand results, and finally a clear call to action, such as registering or making a donation.
This warming-up sequence lowers lead costs and improves inquiry quality. She alsodiscussed the intelligent use of AI, explaining where AI tools can assist—generatingideas, drafting texts, analyzing data—and where human oversight remains essential, especially with sensitive stories and brand communication. She emphasized thattechnology should enhance the expert, not replace them. In the final segment, Alinademonstrated how to combine various tools—social media, email sequences, chatbots, forms, and loyalty systems—into a simple, step-by-step client and donorjourney, from initial contact to repeat engagement and referrals. Her sessiondemonstrated to community leaders, volunteers, refugee support workers, and smallbusiness owners how to apply her academic insights and practical strategies in clear, actionable steps. Attendees left with ready-to-use templates, content ideas, and a better grasp of how to make their communication warmer, more honest, and moreeffective.
At the conference organized by Slavic Refugee and Immigrant Services in SanDiego, Alina Demydova gave an open talk on how experts, small businesses, andnon-profit organizations can develop a transparent and predictable system to attractclients and donors through social media and digital marketing. Alina shared herpersonal approach to promoting services on social platforms — from a structuredcontent strategy to the point where someone fills out a form or books a consultation.
A key focus of Alina’s presentation was that all the practical tools she shared arebased on her research, especially five core academic articles. This framework is builton her hands-on experience and study in lead generation, AI in marketing, andgamified loyalty programs. In her first section, Alina explained why random postingon social media rarely yields stable results, outlining six key steps:
1. Describe the target audience and their needs simply.
2. Create a clear value proposition explaining how you help.
3. Design a content plan that guides people from awareness to action;
4. Use paid advertising to reach warm audiences;
5. Build the personal brand of the expert or organization;
6. Regularly measure results and refine the strategy.
She noted that people are looking not only for information but also for trust and transparency. They want real stories, clear instructions, and straightforward explanations of what they will get at each stage. Combining expert content withpersonal, human stories fosters trust and encourages actions such as signing up forprograms, attending events, or requesting consultations. The second part of her talkfocused on lessons from advertising within the Meta ecosystem. Using practicalexamples, Alina demonstrated that a single loud, aggressive ad is less effective than a thoughtful sequence of contacts: a brief introductory video, followed by testimonialsand results, and finally a clear call to action, such as registering or making a donation.
This warming-up sequence lowers lead costs and improves inquiry quality. She alsodiscussed the intelligent use of AI, explaining where AI tools can assist—generatingideas, drafting texts, analyzing data—and where human oversight remains essential, especially with sensitive stories and brand communication. She emphasized thattechnology should enhance the expert, not replace them. In the final segment, Alinademonstrated how to combine various tools—social media, email sequences, chatbots, forms, and loyalty systems—into a simple, step-by-step client and donorjourney, from initial contact to repeat engagement and referrals. Her sessiondemonstrated to community leaders, volunteers, refugee support workers, and smallbusiness owners how to apply her academic insights and practical strategies in clear, actionable steps. Attendees left with ready-to-use templates, content ideas, and a better grasp of how to make their communication warmer, more honest, and moreeffective.
