march of dimes strategy
TRANSCRIPT
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