Billie Arnett 2/21/16

MARCH OF DIMES

Executive summary Social media audit Objectives Online persona and voice Strategies and tools Timing and key dates Roles and responsibilities Policy Critical Response Measurement

TABLE OF CONTENTS

Our primary focus is increasing content engagement on our platforms.

Our goal is to fuel exposure by producing shareable content and optimizing each specific site for different types of material.

EXECUTIVE SUMMARY

Increase interactivity on our sites. Differentiate content on different

platforms. Audience to urge others to donate.

Competitors American Cancer Society Goodwill Industries

Fb strengths Hi-res graphics Streamline quality content

Fb weaknesses No donor “profiles” Inconsistent Posts

SOCIAL MEDIA AUDIT

Make posts about asking people to tell their stories

Promote a video challenge

Graphics with hashtags.

Strengthen donor relationships by creating engaging content. This will maintain and secure donations and participation over the next year.

Showcase our relationships.

Make our brand interactive and fun

SOCIAL MEDIA OBJECTIVES

Family Family features on Instagram and Facebook

Fragile Provoking pictures of premature babies Comfort Posts with health tips for moms-to-be Loyalty

ONLINE BRAND PERSONA AND VOICE

STRATEGIES AND TOOLSGraphic design tam create images to urge people to donate and challenge others to donate. Utilize on Facebook and Twitter to pop easily.

Create a hashtag to go with a challenge. Have audience tag others : i.e. Post a video getting ten high-fives from children. Tag ten people that you love to do the same. Add a link to donate. Use Hootesuite to promote this on all platforms.

Isolate Instagram for family profiles. Make a donor appreciation post once a week Schedule on Buffer.

TIMING AND KEY DATES

Social Media Director: Elects brand ambassadors, holds brainstorms and approves social media projects.

Social Media Manager: Heads the strategy for the platforms.

Social Media Coordinator: Plans research, metrics, analytics, and decides which reports are applicable to our improvement.

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

March of Dimes will utilize brand ambassadors. Content must adhere to copyright laws. Empathy and service will be depicted through affiliated

blogging. Content on our platforms must be culturally, racially,

religiously, and disability inclusive.

SOCIAL MEDIA POLICY

Scenario 1: A sponsored child passes away. Action Strategies – Use an image of memorial as cover

photo for that week. Rally support for the mother and family.

Key messages: “A member of the MOD family…” “In solidarity we honor…”

Scenario 2: Allocation of donated funds in question. Action: CEO or spokesman statement. Disclose project

stats. Key messages: “Our funded projects are in line with our

mission.” “In the past year we have funded…”

CRITICAL RESPONSE PLAN

Using facebook and twitter analytics we can see what type of visual content is effective.

Using twitter metrics we can view the success of our hashtag use.

Record traffic hit and page views.

MEASUREMENT AND REPORTING RESULTS