#HELPChangeALife

Social Media Strategy

#HELPChangeALife

Our Semester at a Glance

➢ Challenge: Social Media Overhaul ➢ Goal: demystify Social Media and it’s many uses➢ 3 target audiences

○ General Awareness ○ Donors○ Volunteers

#HELPChangeALife

General Best Practices

➢ Consistent Profile picture

➢ Post content related to your organization

➢ Monitor and actively respond to people who are talking about your organization

➢ Develop a schedule of what content to post

#HELPChangeALife

Profile Changed: Mobile

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Profile Change: Desktop

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General Awareness

#HELPChangeALife

Target Audience

➢ Age: 18 to 55

➢ Gender: Male/Female

➢ Location:

○ Cleveland-based

#HELPChangeALife

Objective:To increase general awareness of H.E.L.P. and their mission to help

children living in rural regions of Africa to become integral members and leaders in society through quality education.

#HELPChangeALife

Goals to Meet Objective:

➢ Create consistent timeline of posting

➢ Create feel good / happy content

➢ Capitalize on H.E.L.P.’s 10 year anniversary

➢ Involvement with National Awareness Months

#HELPChangeALife

Social Platforms

➢ Facebook

➢ Instagram

➢ Twitter

➢ Website

○ Blog

#HELPChangeALife

#HELPChangeALife

#HELPChangeALife

Facebook Instagram Twitter Blog Youtube

Create events

Include more pictures of children with founder

Provide links to H.E.L.P.’s general, volunteer and donor info

Post on Facebook when a new blog post is created - give preview of blog post.

Regulate what days you post what. For example: Mondays are photo days Tues/Thurs are blog days Fridays are event days

Post pictures from Malawi once a week, no "call to action", more so to share the experience

Post “Meet So-n-So”s

Use Twitter to draw people to your other social platforms (blog, facebook, Instagram)

Look at calendar for examples

New influencer list

Hashtag: #HELPChangeALife

Have several different volunteers provide blog content about their experiences, in the states and in Malawi

One blog post a month to start (by different people/departments)

Produce more video content with volunteers

Video tour of the school

#HELPChangeALife

Create Consistent Timeline of Posting

➢ Facebook:○ Thursday and Friday (most popular days)

■ Once each day➢ Twitter

○ Monday, Tuesday, Thursday, Friday (most popular days)■ Twice per designated day

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Create Consistent Timeline of Posting (cont.)

➢ Instagram○ Wednesday (most popular day)

■ Since Instagram will be used mainly to help gain traction on bio stories “Meet So-n-So”, once a week will help keep a consistent pattern (that isn’t too overwhelming)

➢ Use Hashtag○ #HELPChangeALife○ TagBoard helps aggregate hashtags across all platforms to see

how your hashtags are being used on all platforms

#HELPChangeALife

Create Feel Good/Happy Content

➢ #DidYouKnow○ Educational statistics in Malawi○ Followed by what H.E.L.P. is doing to curb that statistic

➢ Meet “So-n-So” [bio stories]○ Malawian children and how they’re being affected ○ H.E.L.P. volunteers and their stories

#HELPChangeALife

Examples of Content

Meet “So-n-So”:Facebook Example:

Meet Sarah, she is 8 years old whose favorite subject is science and hopes to become a doctor when she grows up. We are helping change a life. You can, too!

#DidYouKnow: Twitter Examples:

#DidYouKnow: In Malawi, there was a pupil to teacher ratio of 76:1 in 2011? #HELPChangeALife

#DidYouKnow: in 2015, H.E.L.P. secured 24 teacher trainees from Machinga Teacher #HELPChangeALife

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Create Feel Good/Happy Content (cont.)

➢ Videos○ Volunteers interacting with kids

■ Show videos of children smiling and laughing○ Volunteers & kids individually “What does H.E.L.P. mean to

you”■ Interviewing volunteers, why they wanted to HELP■ Quotes from students on how HELP has impacted them

○ Video tour of school

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Example of Video Content

What does H.E.L.P. mean to you?

-Opening of video will feature the beautiful landscapesOf Malawi.-Each participant will hold a white piece & will explain personal experience in 3 words or less

-Audio music will feature songs such as “I lived”, “Good life” or “Gone Gone Gone”.

How to record guide:● 30s or less● Don't be scared: It’s ok if it’s shaky● Use the landscape orientation ● Pay attention to the audio if it’s relevant● Include feel good music

#HELPChangeALife

Capitalize on 10 Year Anniversary

➢ Utilizing the “Throwback Thursday” (#TBT) feature on Instagram, Twitter, Facebook○ Before and after pictures○ Volunteer TBT photos/stories

■ Attaching 10 year anniversary logo on each picture

➢ Promoting Blog Stories○ Teasers: “View Full Story Here”

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Examples of Content

10th Anniversary Blog Post:

Jillian posts top 10 favorite moments from H.E.L.P. throughout the years.

10th Anniversary Facebook Post:

We’re celebrating our 10th Anniversary and our founder, Jillian Wolstein, is sharing her 10 favorite moments. #1 - “ I had visited the project site only once and was overwhelmed by the Malawians’ hunger to learn, their warmth and their welcome, thus H.E.L.P. was born. ” Read all 10 of Jillian’s favorite moments on our blog!

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Involvement w/ National Awareness Months

➢ Relating the specific awareness month to what H.E.L.P. organization is doing

➢ August 24: Global Community Day○ Share post on all platforms! Tie in the H.E.L.P. mission to the

theme of the day.○ Take part in the trending hashtag with combining content○ Example: “[insert picture] Here are some Malawian students

helping the surrounding community to help take part in #GlobalCommunityDay #HELPChangeALife”

➢ Oct 5: World Teachers day ➢ Dec 5: International Volunteers Day

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Influencers

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Future Recommendations➢ Consider live-streaming events

○ People can watch presentation/experience it if they can't be there in person

○ Stream live events when in Malawi. Talk it up on social media 1 week prior

○ Facebook Live○ Periscope

➢ For location of target demographic○ Using Jesuit/Catholic Universities as a resource - locations will

vary➢ Paid advertising/boosted advertising

○ There will be high traffic on social media with volunteering content on these specific days, so promoting social media on these days will boost # of impressions received

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Measuring SuccessEngagement Facebook Twitter Instagram Website/Blog YouTube

Likes

Comments

Shares

Follows/Subscriptions

Retweets

Site Visits

Engaged Users

Impressions/Views

Reach

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Donors

#HELPChangeALife

Objective:

To Increase revenue and expand donor base through online donations and merchandise sales, as well as to target new and additional

demographic groups.

#HELPChangeALife

Target Audience ➢ General Donors

○ Ages 20 to 35○ Male and Female○ Any income

➢ Major Donors○ Ages 40+○ Male and Female○ $100,000 and up

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Social Platforms

➢ Facebook➢ Blog posts➢ Twitter

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Ideation: DonorsThe Big Ideas➢ Share donor testimonials➢ Events: Advertise beyond Bites, Booze & Boogie➢ Posts from a child➢ Push Merchandise➢ “It takes a village”➢ Include info on where the money goes and how many children it

helps

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Donor Testimonials➢ Share “why I donate” stories from donors➢ Share why quotes/testimonials about Bites, Booze & Boogie to

encourage others to attend!➢ Push awareness of H.E.L.P chat feature on website

H.E.L.P Chat Example:

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Donor Testimonial Example

Facebook Post:

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Events➢ Present the event

○ Create a Facebook event page➢ Share information about event

○ Use Facebook, Twitter, and Instagram to share information

➢ Share other events that benefit H.E.L.P

➢ Link followers to the website for tickets and donations

○ Use social media platforms to link to website and donor page

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Events Examples

Facebook eventpage:

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Events ExamplesSocial Media Example:

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Events Examples

Event Page Example for SWAP:

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Events ExamplesFlat Out Fridays benefits H.E.L.P

Share events to spread awareness and talk them up!

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Post from a Child

➢ Targets future donors, specifically women, and current donors

➢ Include child success stories➢ Use examples from annual report

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Post from a Child Example

Facebook post:

#HELPChangeALife

Post from a Child Example:

Facebook Post

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Push Merchandise

➢ Increases incremental donations

➢ More appealing to 20-35 demographic

#HELPChangeALife

Push Merchandise Example

Twitter Post: Can't make it out to our bigger events? You can still help out! Check out our new bracelets and t-shirts. #HELPChangeALife http://bit.ly/1SSusZm

#HELPChangeALife

“It takes a village to raise a child”➢ Encourage a sense of community➢ Can be used to encourage both large and small

donations➢ Emphasize that we all share a responsibility to help

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It takes a village example:

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Measuring Success ➢ Increase donations

○ 10% increase in individual donations➢ Increase referrals to the donation web pages from social media➢ Increase in attendance at events➢ Increase in smaller donation amounts

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Measuring Success

Engagement Facebook Twitter Website/Blog

Likes

Comments

Shares

Follows/Subscriptions

Retweets

Site Visits

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Volunteers

#HELPChangeALife

Objective: To allow H.E.L.P. to attract the best and brightest volunteers possible, with

an emphasis on local Cleveland participants. Our intention is to better capture the volunteer experience and share it on H.E.L.P’s social media

accounts.

#HELPChangeALife

➢ Volunteers○ Gender neutral (skewed female)○ 20+ College students/grad students

■ Education, social justice, ESL majors■ People looking for summer internships/work

○ International Students○ Voluntourism

Target Audience

#HELPChangeALife

Social Platforms

➢ Facebook➢ Twitter➢ Blog Posts/ Website➢ Instagram

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Teacher/Student Relationships

➢ Show close relationship between students and teachers○ I wish my teachers knew…○ I wish my students knew…

➢ Blog posts & promotion

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Content Example

#IWishMyStudentsKnewTwitter/Facebook

Mary

My students make me a better person!

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Content Example

Blog PromotionFacebook

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Volunteer Experiences

➢ Typical day in the life of a volunteer➢ Use content from current volunteers

○ Retweets, mentions, blog posts, etc.

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Content ExamplesFacebookVolunteer Experience

Highlight Former Volunteer Experiences➢ Brief reflections on their time

in Malawi

Call to Action➢ Focus on specific aspect of

volunteering ➢ How “you” can make a

difference➢ Link “Volunteer now!” to help.

org/volunteer

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Content ExampleVolunteer ExperiencesInstagram

Day in the life of the volunteer

● Meet the volunteers before every send off

○ Short bio● Link Katey’s instagram

○ @KateySmith● “Follow Katey’s journey”

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Content Example

Volunteer Experiences & VoluntourismInstagram

Our volunteers love to hit the beach after a day of class! It’s the perfect way to spend the afternoon.

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Content Example

#OSUtoMalawiTwitter/Instagram

Interaction with Colleges➢ Make it specific to the schools➢ #CSUtoMalawi, #OSUtoMalawi, #JCUtoMalawi etc.

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Measuring SuccessEngagement Facebook Twitter Instagram

Likes

Comments

Shares

Follows

Retweets

Engagement

Facebook: Facebook analytics, Twitter: Twitter analytics, Instagram: post response

10% increase in volunteer application submissions

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Future Recommendations

➢ Stay connected with past volunteers○ Share their content as @HELPchildren○ Get their feedback through surveys

➢ Encourage volunteer engagement ○ Volunteer journaling & posting

➢ More detailed information about program on website

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Conclusion

#HELPChangeALife

Overall Future Initiatives

➢ Utilizing paid advertisements on Facebook & Twitter

○ Be able to reach more people on Facebook & Twitter

○ Small budget will go a long way

➢ Use of content calendar

➢ Use Hootsuite to manage, schedule, and monitor posts

#HELPChangeALife

Example of Facebook Advertising

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Example of Twitter Advertising

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Content Calendar Sample

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Thank you H.E.L.P!

➢ Thank you for this opportunity! We loved learning about your organization & all that H.E.L.P. have to offer!

➢ We leave you with a best practices booklet filled with endless resources!