View
86
Download
4
Category
Preview:
Citation preview
SOCIAL MEDIA
STARTEGY
By Nhan Hoang | Tanisha Lopez-Chhouy | Yong Wu | Yen Le |Allison Nelson
Agenda
United Way of Pierce County Overview
Social Media Presence
SOWT Analysis
Social Media Strategy
Implementation
The Organization
UWPC Overview
United Way of Pierce County( UWPC) is located in downtown Tacoma on Pacific Ave.
Subsidiary of a global wide non profit organization.
Purposes and missions are based on their local issue in different location.
At United Way of Pierce County, they invests in children and families.
Focusing on programs that help young children and families.
The mission of United Way of Pierce County is to work from the heart to unite caring people to tackle our community’s toughest challenges.
THEY WILL…
UWPC Overview
Lead collaboratively
Raise, leverage and invest funds strategically
Advocate effectively
Engage and inspire volunteers
UWPC MISSION
Works from the
heart
Unite caring people
Tackle our community’s
toughest challenges
Lead, support and
invest in community
efforts
Ensure all our children are prepared to succeed in
school and in life.
UWPC Overview
UWPC GOAL
By 2024, United Way of Pierce County will, in collaboration with community partners, help break the cycle of poverty by removing barriers and focusing on long-term solutions.
UWPC Overview
SOCIAL MEDIA PRESENCE
Social Network URL to Profile Number of Followers Engagement Level
Facebook https://www.facebook.com/UnitedWayofP
ierceCounty/
2103 2222 likes
LinkedIn https://www.linkedin.com/company/unite
d-way-of-pierce-county
473
YouTube https://www.youtube.com/channel/UCkuZsSSHwbUXCbPFRxd
VLTA
10686 views 27 subscribers
Twitter https://twitter.com/uwpc?lang=en
1552 2378 Tweets
Pinterest https://www.pinterest.com/unitedwaypc/
184 1.3K Pins
SWOT ANALYSIS
Strengths•Passion to help low-income families.•Volunteerism.•Big medium organization with net growth $11.26 million.•Good Base foundation from government and donors.
Weaknesses•Lack of social media presence.•Lack of engaging with the online users.•Using traditional marketing content or only giving information not creating two ways communication.•Not active on Instagram and Snapchat
Opportunities•Collaboration with other small-mid level businesses.•Getting sponsorship from brands (well known or revenue-generated).•Using google Advertisement for free as a non-profit grant sponsor by google.•Update social media content such as Video and company daily life.
Threats•Non-profit organizations promoting similar messages.•Losing the online clients, increase unfollowed.•Community won’t be able to aware of the resources.•Less credibility for donors to donate.•Won’t catch up with others organizations.
PROCESS
SOCIAL MEDIA STRATEGY
How will we achieve our goals?
People Platform/Tools Content
TARGET GROUPS
SOCIAL MEDIA STRATEGY
• Individuals residing in Pierce County between the ages of 25-50 who have disposable income.
• Theses individuals are most capable of making contributions for the purpose of reducing poverty.
Target Group 1
• Millennials between ages of 18-24 is our second target group.
• Millennials will assist in social media interaction with our main target group as they are the most tech savvy.
Target Group 2
FLATFORM/ TOOLS
SOCIAL MEDIA STRATEGY (SMT)
Platforms/Tools
Advantages Disadvantages
Facebook 1.Increased exposure to potential customers.2.Gather more leads.3.Reach targeted audience.
1.Business groups are not popular.2.The cost of advertising.
Twitter 1.Generating traffic to official webpage.2.Hashtags.3.Spread quickly and easily.
1.Targeting specific audience2.Difficult to distinguish between a troll and a concerned follower.
Facebook is a favorable platform for United Way of Pierce County.
CONTENT
SOCIAL MEDIA STRATEGY
Brainstorming is the first step when identifying content.
Selecting a few options that can potentially bring the company into the limelight.
Using Facebook to spread information to groups with similar interests as United Way by joining.
The value of the content in United Way by using photos that evoke emotive or broadcast volunteerism to interested parties.
PLANNING
SOCIAL MEDIA STRATEGY
Goals & Objectives
Resources, Tools and Steps
Analyzing
Implementation
GOALS
SOCIAL MEDIA STRATEGY
• Objective #1/KPI #1: To grow the United Way of Pierce County Facebook page from 5 likes to 100 likes by March 2017
• Tactic #1: We will utilize United Way of Pierce County Facebook page to track the number of likes on Facebook on a weekly basis.
• Metric #1: Traffic origination will be measured by the number of results from search engines.
Goal #1: Increase
Donations
GOALS
SOCIAL MEDIA STRATEGY
• Objective #2/KPI #2: Build UWPC’s brand reputation through Twitter by getting 1600 followers by end of March 2017.
• Tactic #2: We will be using Twitter in order to track the number of Twitter followers to verify the brand that is receiving constant reputation.
• Metric #2: We will be collecting Twitter data from websites like Twitonomy and Followerwonk.
Goal #2: Increase
brand awareness of United Way
of Pierce County.
GOALS
SOCIAL MEDIA STRATEGY
• Objective #3/KPI #3: By March 2017, the UWPC will increase social media traffic on their website by 10%.
• Tactic #3: Using Facebook and Twitter to direct their friends/followers to the website.
• Metric #3: Website engagement can be measured through the average time spent per visit of online users.
Goal #3: Increase
number of followers on social
media
OBJETIVES
SOCIAL MEDIA STRATEGY
Post 8 videos on Facebook every two weeks
Tweet 5 times per day
Follow at least 20 new community members on each platform each month
Respond to comments/mentions on Facebook and Twitter (when applicable) daily
Have influencers advocate the business per week.
Re-share video contents per week (Testimonies of families, volunteer workers, employees).
RESOURCES, TOOLS & STEPS
SOCIAL MEDIA STRATEGY
Resources:
•Existing social media accounts will be monitored by current and future interns of United Way of Pierce County as there individuals are a useful resource for our non-profit company.
• Interns will be tasked with the responsibilities of: creating posts, responding to comments, and checking the page for notifications.
•Marketing budget will be used on the other costs such as Facebook advertisements and sponsorships.
Tools:
•Various social media outlets (Facebook and Twitter) will be used as tools to spread awareness of the ongoing poverty issues in Pierce County.
•Posting functionalities will be used to provide to our followers with updated information about our work.
•Making interaction with individuals who comment, like or share our page.
Steps:
•Assign interns to create posts and monitor pages.
•Post content and follow community members with regards to our objectives.
•Monitor posts and respond to comments/likes/shares.
•Use data analytics to gauge the effectiveness of our advertising platform.
BUDGETING AND ROLES
SOCIAL MEDIA STRATEGY
$200,000 is the maximum that was given for the marketing activities. The Marketing Director and Marketing Intern will be the onces who manage these social media tool.
For Facebook:
Create Facebook Ads and boot it, target to our target audience (most focus on local in
Pierce County residents, young ages, women, and local business). The Ads will navigate
people to our Facebook Page and our website. We will spend about $500 to start,
and bases on the date result, we will re-evaluate of how much money we want to put
into the Facebook Ads.
For Twitter:
We will start of sending $500 to create Ad Website Campaign on Twitter to maximize
brand awareness. Twitter will created a campaign, which we will be charged for the
clicks to your website that are acquired from that campaign. We will set a bid amount per 1000 impressions (CPM) and the campaign
will optimize for unique reach, which should deliver more reach for United Way of Pierce County campaigns at the same budget, with
the same targeting and creative.
ANALYZING
SOCIAL MEDIA STRATEGY
Twitter account:
Number of retweet, shares, and mentions
that users tweet.
Calculating the increasing percentage
by using hashtag (#UWPC).
Facebook:
Number of pageviews, posts that the UWPC
sends out.
Number of friends and followers.
Calculating the percentage increased
in engagement (comments, likes, and
shares).
LinkedIn:
Number of connection, likes and
shares and comments.
Influencers to pose questions and lead
conversations as they are brought up.
Official United Way of Pierce
County:
Number of click throughs, page views
and donors.
Using metrics such as reach and exposure to measure awareness.
Track the URL shares and conversations to measure traffic to our
website.
CONCLUSION
IMPLEMENTATION
• Our Facebook page will be promote on Twitter and blogs to gain more likes and views
• Include hashtags for every single post to increase the levels of engagement.
Promoting our Facebook page on
other social networks
• Joining Facebook groups through our Facebook page instead of personal account.
• Inviting people to our guest blog on our Facebook page.Participating in
Facebook groups
• Paying Facebook $300 per month for one year (total $3600) on advertisement.
• Recording how many donors and consumers have been attracted to us every month after using Facebook advertisement.
Advertising
THANKYOU
Recommended