Social Media Strategy

Kady Berrier 2/21/2016

Table of Contents

1.  Executive Summary

2.  Social Media Audit

3.  Social Media Objectives

4.  Online Brand Persona and Voice

5.  Strategies and Tools

6.  Timing and Key Dates

7.  Social Media Roles and Responsibilities

8.  Social Media Policy

9.  Critical Response Plan

10. Measurement and Reporting Results

Executive Summary

§  In 2016, March of Dimes hopes to

increase engagement with their current

followers and develop relationships with

possible donors across age groups. This

will be made possible through the

following strategies:

§  Building donor relationships

§  Increasing engagement with

prospects of varying age groups

Social Media Audit- Assessment

Social Network

Follower Count Average Weekly Activity

Average Engagement

Rate

Twitter 57,500 followers 5x per day 5 likes/retweets

Facebook 615,520 likes 2-3x per day 147 likes

Instagram 20,400 followers 2x per day 336 likes

LinkedIn 13,944 followers 1-2x per day 27 likes

As of 2/18/16

Social Media Audit-Website Traffic Assessment

Source Volume % of Overall Traffic

Conversion Rate

Facebook 10,000 visits 40% 15.7%

Twitter 5,000 visits 20% 10.2%

LinkedIn 1,000 visits 10% 2.3%

*Numbers are estimates

Social Media Audit-Audience Demographics

Age Distribution

Gender Distribution

Primary Social

Network

Secondary Social

Network

Primary Need

Secondary Need

18-30 10% 70% Female 30% Male

60% Facebook 25% Instagram 10% Twitter

50% Instagram 20% Twitter 10% Facebook

Doing a good deed

Tax deductions

31-40 40%

41-55 20%

55+ 30%

*Numbers are estimates

Competitor Assessment

Competitor Name

Social Media Profile

Strengths Weaknesses

Children’s Miracle Network

Facebook Increased coverage of special events

Lack of info graphics, visual data

Ronald McDonald House

Twitter Visual images Interactions, retweeting followers

Social Media Objectives

§ March of Dimes hopes to increase

engagement by 40% over the next six

months.

§  Increased hashtag use on Instagram

and Twitter

§  Increase number of shares

Online Brand Persona

Adjectives to describe the brand:

§  Benevolent

§  Ambitious

§ Optimistic

When interacting with donors:

§ Grateful

§  Respectful

Strategies and Tools

§  Paid §  Boost donation links and informational content on

Facebook

§  Owned §  Continue use of #MissionMonday and #NICUtoNow

§  Earned §  Celebrity partnerships to increase visibility on social

channels §  Monitor keywords §  Babies §  Preterm §  Premature §  Birth defects

§  Tools §  Hootsuite

Timing and Key Dates

§  Holidays

§  #GivingTuesday

§  January- Birth Defects Awareness Month

§ March 3- World Birth Defects Day

§  November 17- World Prematurity Day

§  Internal Events

§ March for Babies

§  Local chapter events

Social Media Roles and Responsibilities

§ President/CEO- Dr. Jennifer L. Howse

§ Marketing- MSL Group Inc.

Social Media Policy

§  Be respectful

§  Avoid sharing information that does not reflect well on the organization

§  If you’re not sure, you probably shouldn’t post it

§  Share information from local chapters whenever possible

§  If you don’t know the answer to a question, ask a supervisor so it can be addressed quickly

Critical Response Plan

§  Any negative posts should be

immediately reported to MSL Marketing

Group. The Marketing Director will

determine the reach of any such posts in

order to handle all negative publicity. All

questions from the media should be

directed to the Marketing Director as

well.

Measurement and Reporting Results

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 5000 visits 31% 8%

Facebook 7500 visits 47% 18%

LinkedIn 1000 visits 6% 1%

Reporting Period: January 2016 Data as of February 21, 2016