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Developing a Social Media Plan & Metrics Presented by: Gabie Benson, Director of Development and Public Relations Jennifer Baltz, Branding & Technology Manager Abri Hochstetler, Public Relations Coordinator
Social Media Use 2005 – 5% of all adults were on a social media site
Social Media Use 2011 – 65% of all adults use social media sites -Pew Research Center
Who’s Online? Women 18-29 are social media power users
Who’s Online? No significance in household income, race, education, or environment
Quiz Time Generational Trends Millennials - 83% Gen X - 70% Boomers - 51% Civics- 33%
Who’s Online? Women 55+ are the fastest growing group on Facebook
Part 1: Getting Started Set your objectives Identify your audience Choose your networks Focus your message
What are three objectives that your affiliate would want to achieve using social media?
Setting Our Objectives Increase brand recognition and organizational transparency Create engagement opportunities Maintain and cultivate relationships Engage new audiences Promote an image of Girls Inc. as tech-savvy, modern, relevant
Part 2: Managing Social Media Establishing policies Dedicating time and staff Engaging in the conversation Monitoring activity Measuring effectiveness
Establishing Policies Staff Social Media Policy Girl Policy Blog Comment Policy
Dedicating Time & Staff Don’t set it and forget it Consider staff resources, time, and voice Calendar planning content Scheduling
Engaging in the Conversation Comment on and retweet posts about our community, sector, and topics of expertise Respond if someone comments TO you or ABOUT you @your staff, volunteers, sponsors, etc.
Smart Phones – search with “distance” or “location”
Google Alerts What is it? Google Alerts are emails sent to you when Google finds new results -- such as web pages, newspaper articles, or blogs -- that match your search term. You can use Google Alerts to monitor anything on the Web.
Why Use It? Find out about what others are saying about you or your services online without having to run your own daily internet searches. Find relevant and timely content to share with your followers. Discover and respond to commentary quickly.
How do I get started? Visit google.com/alerts and enter your query Enter your email address Confirm the alert you have created That's it! Your alert is active, and you'll receive an email whenever Google Alerts finds new results for your search.
Measuring Effectiveness How do you know how you are doing?
Google Analytics What is it? Google Analytics is a free product that tracks your website and gives detailed statistics about visitors to your website.
Why Use It? Informed site design improvements Drive targeted traffic Track the effectiveness of marketing Discover what keywords resonate with visitors
How do I get started? Create a Google account or use an existing Google account Visit http://www.google.com/analytics/ and “Sign Up Now” Follow instructions to get your personalized tracking code and install in the code of your website
A Few Tips Create custom segments for analyzing traffic from social media and other sites. Look for pages with high traffic but also high bounce rates and add internal links in the page content. Track goal conversions and paths (such as volunteer applications) by segments. Track popular content by segment. Use Google URL builder to track traffic by campaign/link.
Staff/volunteers preparing for the event Past events Food, decorations, and other sneak-peeks
Interview with honorees, major guests, CEO, or emcee What guests can look forward to – preview of event
Photograph and video the actual event
You’re invited! Watch the video of chairwoman Myra Borshoff Cook and our summer camp girls inviting you to attend the 2011 “In Her Own Words Touchstone Awards
Tickets are going quickly to our annual Touchstone Awards luncheon! Reserve your seat today: (link)
Women have done remarkable things throughout history. Our staff named a few of these women and explained why they earned an honorary Touchstone Award! (link) Who would you add?
We're excited to offer our outstanding volunteers a unique opportunity! Celebrate the voices of Indianapolis girls and women at our annual fundraising event, the Touchstone Awards, for a special rate: (link)
Did you attend the 2011 Touchstone Awards? Tell us what you thought! (survey link)
Want to hear what our summer camp girls have learned this summer? Come to #Touchstone! Tix available: (link)
“Confidence means being self-assured, even when facing failure or the unknown.” #Touchstone
Thank you #NBI and @KrogerCo for supporting the strong, smart, and bold girls of Indianapolis (photo)
@AndreaWTHR is doing an amazing job at #Touchstone. Look for her and coverage of the event at 5pm @WTHRcom
Congrats to Billie Dragoo, Marianne Glick, Dr. Beverely Pitts, and Nancy Silvers Rogers! #Touchstone
Missed our #Touchstone Awards yesterday? Check out the video of our inspiring honorees: (link)
Tickets/registration, photos, quotes, survey link, RTs, always use #