Social Media
Strategy
Onur Baspinar Nancy Flanagan Blumenfeld Jennifer Juckett Alan Melgarejo May Nakamura Barbara Zubillaga
I. Introduction
Issues GoalsII. Proposal
People Objectives Strategy TechnologyIssues
Low engagement of fans Flat membership growth Uniform membership base Strict Unit regulations
Limited response to some events Limited resources (1 staff)
Social media strategy will depend exclusively on volunteers No budget this year
Privacy concerns
Increase and diversify membership base
Identify new forms of collaborating with Aux that
require lower levels of commitment than the
traditional Units
Keep new members engaged
Proposal
Our proposal includes recommendations to increase
and diversify the membership base through Social
Media by targeting young men and women
We will take the following steps:
People Objectives Strategy Technology
25 to 35 years old College educated
Some will have small children
White-collar professionals with executive and managerial jobs and upper-middle-class incomes, busy lives
Their nexus translates into large outlays for child-centered products and services
Fans of technology, financial products, exercise, and travel, tend to frequent the arts, shop at exclusive retailers and drive imported cars
Looking for flexible and relaxed ways of engaging in philanthropy, not so much time commitment. Traditional Units are not too
Social Technographics Profiles
P O S T
Spectators 80%
Read consumer social content Joiners
70%
Visit and maintain a profile on a social networking website Critics
46%
Post comments, write
reviews
Source: Forrester Research's North American Technographics® Interactive
Marketing Online Survey, Q2 2009 (US), 4,766 respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Creators Critics Collectors Joiners Spectators Inactives
People
Some places where you might find people in this
segment:
VAVI (www.govavi.com)
Stay Classy (www.stayclassy.org)
Volunteers of America Southwest California (www.voa.org) Society of Young Philanthropists
(www.philanthropysociety.org)
Listen
Talk
Energize
Support
Listen
Obtain feedback/insights about how they would want to
engage with RCHA
1. Develop short surveys for Facebook
2. Constantly read your friends and followers comments, posts, etc
3. Read similar blogs and tweets
4. Track online influence (ex. www.tweetfeel.com)
Listen Talk Energize Support Embrace 11
Increase awareness and spread the word about:
What RCH does: the great work they do for children
Why engage: what are the “benefits” of helping RCH: make a difference, save lives, feel good,
friendship/camaraderie, have fun How to engage:
o Membership program or gift club
o Online fundraising campaigns (ex. Facebook causes, ChipIn) o Social events targeted to young people
o Ambassadors of Rady CH
Energize Support
Energize
Listen Talk Energize Support EmbraceHelp your biggest fans to spread the word for you (evangelize). We recommend the creation of an Ambassador for RCHA
Motivator:
- Get to know people with the same interest - Make the resume look better
- Feel good to help people - Have fun
Responsibilities:
- Plan, manage and host offline events
- Invite people through Facebook and Stay Classy - Make them feel welcomed at the event
- Thank you note after the event
- Follow up to move attendees to a higher level of engagement
We recommend RCH Auxiliary to focus on 2 strategic lines
to achieve the goal of increasing and diversifying member
base:
Build awareness of Rady CH and its work among target
audience
Help existing member/volunteer base carry messages
to others
Technologies
Tools Why?
Facebook • 70% of target audience have joined a SN (Joiners)
• Allows to talk (spread the word), listen (obtain insights) and interact with target audience (create community)
Stay Classy • Stay Classy members are a diverse group of young individuals who share a passion for the nonprofit sector
• Over 30,000 members in San Diego alone
• Helps charities fundraise, organize events, and make sense of their social media, to reach a younger demographic
• San Diego’s leading philanthropic social network for target population (age 21-35)
Blog • 80% of target audience consume blogs, watch videos, read reviews (Spectators)
• 46% of target audience post comments, write reviews (Critics)
• Allows to talk (spread the word), listen (obtain insights) and interact with target audience (create community)
Technologies - Summary (II)
P O S T
Tools Why?
YouTube •More than 6 billion videos. It is estimated that 20 hours of new videos are uploaded to the site every minute
•Allows to increase awareness and engagement by sharing videos
Flickr • Has more than 10 million accounts, 36% of which are from people 18-34 years old
• Allows to increase awareness and engagement by sharing photos
Facebook – Keep the Group!
Groups connect Fans
with similar interests
Geographically
Interest
Age Group
Local Auxiliary
Fan Page - WHY
Outreach and info sharing
o
Current and Potential supporters and donors
Pages are indexed by Google
o
(Groups are not)
Open to more people
Less like a private club
Success Stories
This Page is a resource for non-profits and other organizations for social good. Facebook built it to help you harness the power of Facebook and bring positive change to the world. USE IT!
Facebook Fan Page - CONNECT
Use “Favorite Pages” to connect with
Rady Hospital’s other pages and similar causes
Fan Page – ADD APPS
At minimum:
1. Photos
2. YouTube Box/Videos
3. Events
Recommended:
1. Causes app
2. Customize Landing Tab
for new visitors
Invite Fans
Fans Spread
Word
Add photos
Send Thank
You
Add CAUSES app
Become a Non-profit Partner
– FREE
Offers special tools for
spreading awareness building community fundraising
circulating petitions
And promoting other action
Add to your Fan Page
Learn how to use Causes
here
Measure Engagement - Insights
StayClassy.org is Social Network designed to help nonprofits
o Receive donations o Organize Events
o Streamline your Social Media
Mission
To revolutionize fundraising by connecting people to
nonprofit organizations based on the causes that they care about by providing non profits with powerful, yet easy-to-use, online tools to help them fundraise, organize events, make sense of their social media, and engage a younger demographic.
Benefits
Niche social network where members make an active choice to join based on philanthropic interest
New Website designed because nonprofits cannot afford expensive software & training
Free tools to develop your Social Media Identity
Track responses – how many people view your profile page and where they come from
Charity Profile Online donations
Track communication with donors View donor contact information
Identify donor demographics & locations
Event support
Free & easy tools for posting , tracking, analyzing your
events
Online ticket sales
The only place on the web where you can add a charitable
donation (%) into every online ticket you sell
Event Planners outreach program
Promotion & Exposure through Partnerships Impressive highlights
In 2008 alone, contribute more than 2,500 hours of
volunteer service
The first year, Stay Classy raised $4,000 for the American
Testimonial
"Standup for Kids Oceanside has already had new
supporters calling and emailing, finding out what they
can do to help us! We have had volunteer requests,
clothing donations and just interest in general on what
we are doing here at StandUp. So THANK YOU from the
bottom of my heart ”
Kim Goodeve, Director of Center Operations
Standup For Kids, Oceanside Chapter
Online awareness - Offline events
So, how cheap is StayClassy?
Blog with a purpose…
We recommend the Aux to create a Blog by following these steps:
1. Determine the goals to stay focused: increase awareness of Rady CH and bring in new members to the Auxiliary
2. Identify a blogger(s) among Foundation and Auxiliary volunteers. Develop a recognition plan for blogger
3. Write guidelines to protect confidentiality of patients and staff and to project a positive image of the Hospital
4. Develop an editorial process, but don’t make it too constrictive
Blog
6. Prominently place links to the places in RCH and
Foundation Web sites on how to become a volunteer or make a donation
7. Make sure you encourage activity and interaction for community building and feedback/insights
Periodically post a short survey with 3-5 questions Allow people to leave comments
Insert a chat or a blog community
8. Make it an objective to answer or address some comments and questions left by readers
9. Place links to interesting and useful kid’s health articles and information or other Web sites (ex. Rady Children’s Specialists of San Diego)
10. Explore the possibility of starting an on-line fundraising campaign (ex. ChipIn). Some advantages are: it lets you set up a different campaign page, you can post videos, comments by donators can be displayed, badge is viral (you can take it to other blogs)
11. Develop a Marketing Plan for the Blog:
o Continually participate and post comments in other popular blogs with similar target audiences to increase traffic
o Include it prominently in Web sites, Facebook, MySpace, and all printed communications, including business cards
o Occasionally Include link to Blog in tweets o Include subscription with RSS and via e-mail
o Make sure you can track all activity and review statistics periodically
YouTube
One of the most popular Social Media. The number of visitors increased from 75 million to 110 million just last year.
Create a YouTube channel for the Hospital, the Foundation and the Auxiliary and post and tag all videos
We recommend purchasing a Flip Video camcorder ($150) (www.theflip.com). Have volunteers and Unit members shoot videos that are short (about 2 minutes) and have a theme. Recommended themes:
o Chidren’s/families’ stories
o Volunteer experiences. These can also be themed according to the different “benefits” of contributing with the Hospital (feeling good, saving lifes near you, friendship/camaraderie, having fun)
Videos should allow people to interact:
o Direct viewers to Web sites, Blog, Facebook, Flickr o Allow sharing and reviewing of videos
Use Facebook to distribute videos among members and Tag the members so that it will appear in their profile
Market YouTube channel in Web sites, Blog, Twitter, and any printed material, including business cards
Flickr
Improve the Flickr Account, more pictures of events
Try to promote members to add pictures on their own
which will increase commitment
Lead members to share their own pictures from events
Tag keywords. Flickr is good for SEO, helping images rank
higher on Google Images and building in-bound links.
Add Contacts on Flickr and should promote members to
leave Testimonials
Market the account in Web page, Blog, Twitter, and any
Promote your
Social Connections
Summary
Stay Classy
Blog
YouTube
Flickr
Not recommended
MySpace
Not that popular among target
Demand is decreasing
Linked In
Maybe in the future
Hard to explain
achievements and need a person to tweet often
Video contest
Maybe in the future
