JLSD Social Media Plan Jennifer Boyd Janice Collins Marcia Gravette Liz Philips Ece Sat Miray Tepe August 26, 2009
Discussion <ul><li>Recommendations </li></ul><ul><li>Top priority: Improve internal communication </li></ul><ul><li>Second...
Recommendations  <ul><ul><ul><li>Links to FB fan page, Twitter account, Flickr page, blog.  PW-protected area for private ...
Top priority <ul><li>Improve internal communication </li></ul><ul><ul><li>Desired outcomes:  </li></ul></ul><ul><ul><ul><l...
Increase member engagement in JLSD via social media <ul><li>POST </li></ul><ul><ul><li>People: females 25-35 (prov & activ...
Technologies Increase Member Engagement <ul><li>Facebook: Sharing, fun, & events </li></ul><ul><ul><li>Personal member pag...
 
<ul><li>Flickr: Capturing and sharing JLSD memories </li></ul><ul><ul><li>Establish JLSD Flickr group </li></ul></ul><ul><...
<ul><li>Twitter: Instant “on” communication </li></ul><ul><ul><li>Secure @JrLeagueSD (or similar) to tweet about official ...
<ul><li>Linked In: Power Networking </li></ul><ul><ul><li>Promote “status badge” to put on member profiles and to facilita...
NOT recommended <ul><li>My Space: Demographics wrong, don’t want to overwhelm </li></ul><ul><li>FB Groups for all committe...
Secondary priority <ul><li>Improve fundraising efforts </li></ul><ul><ul><li>Desired outcomes:  </li></ul></ul><ul><ul><ul...
Promote fundraising events and the programs they benefit via social media <ul><li>POST </li></ul><ul><ul><li>People: Major...
<ul><li>Facebook: Promoting events, programs, and sponsors </li></ul><ul><ul><li>As discussed, change group to fan page </...
<ul><li>Flickr: Sharing memories and the spotlight </li></ul><ul><ul><li>Upload event and project photos to Flickr page  <...
<ul><li>Twitter: Communicate to the world </li></ul><ul><ul><li>Tweet from @JrLeagueSD account to publicize upcoming fundr...
<ul><li>Blogging: Spreading the news, enhancing the image  </li></ul><ul><ul><li>Use Posterous as blogging platform with R...
NOT recommended <ul><li>My Space: Demographics wrong, don’t want to overwhelm </li></ul><ul><li>Social bookmarking: Not re...
Question: how will we be able to do it all? <ul><li>Rebalance current communication responsibilities </li></ul><ul><ul><li...
Last pieces of advice <ul><li>Listen first; ideally, survey membership (provisionals, actives, and sustainers) on social m...
Questions
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Junior League San Diego Social Media Recommendations

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This was the final project for the UCSD Extension "Marketing via New Media" course taught by Becky Carroll (@bcarroll7) for summer 2009.

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  • Visible to unregistered people and are thus indexed Visitor stats
  • Jamba Juice sponsored island devine so they uploaded pics and tagged junior league of san diego
  • Junior League San Diego Social Media Recommendations

    1. 1. JLSD Social Media Plan Jennifer Boyd Janice Collins Marcia Gravette Liz Philips Ece Sat Miray Tepe August 26, 2009
    2. 2. Discussion <ul><li>Recommendations </li></ul><ul><li>Top priority: Improve internal communication </li></ul><ul><li>Secondary priority: Improve fundraising efforts </li></ul><ul><li>Questions </li></ul>
    3. 3. Recommendations <ul><ul><ul><li>Links to FB fan page, Twitter account, Flickr page, blog. PW-protected area for private member info (directory) </li></ul></ul></ul><ul><ul><ul><li>Monthly meeting info and relevant committee updates </li></ul></ul></ul><ul><ul><ul><li>2x/year before major events (see backup for ideas) </li></ul></ul></ul>eBlasts League Lines Web site
    4. 4. Top priority <ul><li>Improve internal communication </li></ul><ul><ul><li>Desired outcomes: </li></ul></ul><ul><ul><ul><li>Reduce turnover among actives </li></ul></ul></ul><ul><ul><ul><li>Improve active to sustainer conversion rate </li></ul></ul></ul><ul><ul><li>Musts: </li></ul></ul><ul><ul><ul><li>Integrated plan including current communication methods </li></ul></ul></ul><ul><ul><ul><li>Must be easy to create, maintain, and sustain given all-volunteer staff, limited budget </li></ul></ul></ul><ul><ul><li>Social Media Goal: </li></ul></ul><ul><ul><ul><li>Increase member engagement in JLSD via social media </li></ul></ul></ul>
    5. 5. Increase member engagement in JLSD via social media <ul><li>POST </li></ul><ul><ul><li>People: females 25-35 (prov & active) & 35-80 (sustainers). Likely majority are joiners and spectators </li></ul></ul><ul><ul><li>Obj: Energize </li></ul></ul><ul><ul><li>Strategies: Building connections via community </li></ul></ul><ul><ul><li>Technologies: (next) </li></ul></ul>
    6. 6. Technologies Increase Member Engagement <ul><li>Facebook: Sharing, fun, & events </li></ul><ul><ul><li>Personal member pages </li></ul></ul><ul><ul><ul><li>Collect user names on roster for JLSD and encourage members to use Facebook </li></ul></ul></ul><ul><ul><ul><li>Updates and photo sharing/tagging enable easy, authentic connections </li></ul></ul></ul><ul><ul><li>Fan page, not group </li></ul></ul><ul><ul><ul><li>More features, such as better event management </li></ul></ul></ul><ul><ul><ul><li>Other reasons (later) </li></ul></ul></ul>
    7. 8. <ul><li>Flickr: Capturing and sharing JLSD memories </li></ul><ul><ul><li>Establish JLSD Flickr group </li></ul></ul><ul><ul><li>Assign hashtags for events and projects (i.e. islanddivine09, impact, kidsinkitchen, etc) </li></ul></ul><ul><ul><li>Encourage/assign shutterbug JLSD members to upload event & project photos </li></ul></ul><ul><ul><li>Why not FB for photos? Most robust platform, searchable by tags </li></ul></ul>Technologies Increase Member Engagement
    8. 9. <ul><li>Twitter: Instant “on” communication </li></ul><ul><ul><li>Secure @JrLeagueSD (or similar) to tweet about official events, member news, project & other newsworthy updates, as well as AJLI information </li></ul></ul><ul><ul><li>Set schedule and plan ideas of editorial calendar; use proper hashtags </li></ul></ul><ul><ul><li>Administrator use a client such as Seesmic or Tweetdeck to manage account </li></ul></ul><ul><ul><li>Communications team collect Twitter names for directory </li></ul></ul>Technologies Increase Member Engagement
    9. 10. <ul><li>Linked In: Power Networking </li></ul><ul><ul><li>Promote “status badge” to put on member profiles and to facilitate networking </li></ul></ul><ul><ul><li>Change open option to “Request to Join” – Users must request and be approved </li></ul></ul><ul><ul><li>Communications team collect LinkedIn names for directory </li></ul></ul><ul><ul><li>Not intended to be a highly interactive tool for JLSD </li></ul></ul>Technologies Increase Member Engagement
    10. 11. NOT recommended <ul><li>My Space: Demographics wrong, don’t want to overwhelm </li></ul><ul><li>FB Groups for all committees: too overwhelming, reliant on committee heads to update </li></ul><ul><li>Social bookmarking: not relevant </li></ul><ul><li>You Tube: not relevant; easy enough to post videos on Facebook, JLSD site, blog – Having another web property to manage not ideal </li></ul><ul><li>Ning: would be a good option for “phase 2” of JLSD social media plan; but now, too overwhelming </li></ul>
    11. 12. Secondary priority <ul><li>Improve fundraising efforts </li></ul><ul><ul><li>Desired outcomes: </li></ul></ul><ul><ul><ul><li>Promote fundraising events, such as Island Divine, and their impact, as a means to increase participation and fundraising results </li></ul></ul></ul><ul><ul><li>Musts: </li></ul></ul><ul><ul><ul><li>Must be easy to create, maintain, and sustain given all-volunteer staff, limited budget </li></ul></ul></ul><ul><ul><li>Social Media Goal: </li></ul></ul><ul><ul><ul><li>Promote fundraising events and the programs they benefit via social media </li></ul></ul></ul>
    12. 13. Promote fundraising events and the programs they benefit via social media <ul><li>POST </li></ul><ul><ul><li>People: Majority of attendees likely to be members – women 25-35 (prov & active) & 35-80 (sustainers), their guests and general public of both sexes in same age range. Likely majority are joiners and spectators. </li></ul></ul><ul><ul><li>Obj: Talk (Stimulate two-way conversation) </li></ul></ul><ul><ul><li>Strategy: Inform potential attendees about how enjoyable the events are and about the programs they benefit. </li></ul></ul><ul><ul><li>Technologies: (next) </li></ul></ul>
    13. 14. <ul><li>Facebook: Promoting events, programs, and sponsors </li></ul><ul><ul><li>As discussed, change group to fan page </li></ul></ul><ul><ul><li>Publicize special events, invite attendees and maintain RSVP list on events page </li></ul></ul><ul><ul><li>Provide links taking people to more information about projects benefitting from special events </li></ul></ul><ul><ul><li>Provide links to sponsors/donors (part of sponsor level incentives) </li></ul></ul>Technologies Promote fundraising events and programs Highlight JLSD sponsors on FB property as part of sponsor level incentives
    14. 15. <ul><li>Flickr: Sharing memories and the spotlight </li></ul><ul><ul><li>Upload event and project photos to Flickr page </li></ul></ul><ul><ul><li>Enable sponsors to upload their photos, too, as part of benefit of being associated with JLSD </li></ul></ul><ul><ul><li>Use hashtags for events and projects </li></ul></ul>Technologies Promote fundraising events and programs
    15. 16. <ul><li>Twitter: Communicate to the world </li></ul><ul><ul><li>Tweet from @JrLeagueSD account to publicize upcoming fundraising events, to share news about the programs they benefit, and to publicize sponsors (as part of sponsor/donor fund development program) </li></ul></ul><ul><ul><li>Use hashtags for events and projects </li></ul></ul>Technologies Promote fundraising events and programs
    16. 17. <ul><li>Blogging: Spreading the news, enhancing the image </li></ul><ul><ul><li>Use Posterous as blogging platform with RSS-enablement and link from JLSD website </li></ul></ul><ul><ul><li>Posterous is ideal for multiple contributors; simply email text, photos, videos, etc for no-fuss posting </li></ul></ul><ul><ul><li>Establish editorial calendar for posts regarding special events, done by appointed JLSD bloggers </li></ul></ul><ul><ul><li>Can feed updates to Twitter, Facebook, Flickr as appropriate </li></ul></ul>Technologies Promote fundraising events and programs
    17. 18. NOT recommended <ul><li>My Space: Demographics wrong, don’t want to overwhelm </li></ul><ul><li>Social bookmarking: Not relevant </li></ul><ul><li>You Tube: Not relevant or necessary; use Facebook, blog, or website </li></ul><ul><li>Ning: More for “insider” communication rather than raising awareness of special events </li></ul>
    18. 19. Question: how will we be able to do it all? <ul><li>Rebalance current communication responsibilities </li></ul><ul><ul><li>Move time-consuming monthly LeagueLines newsletter to 2x/year </li></ul></ul><ul><ul><li>Printed newsletter still important for “sustainers” </li></ul></ul><ul><ul><li>Editorial suggestions: </li></ul></ul><ul><ul><ul><li>Spring : Island Divine, Padres tix, summer concerts, Congrats to provisionals, congrats to sustainers-to-be </li></ul></ul></ul><ul><ul><ul><li>Fall : Upcoming year highlights, provisional recruitment, Jingle Bell Bash, previous year report – how much $ raised, community impact </li></ul></ul></ul>
    19. 20. Last pieces of advice <ul><li>Listen first; ideally, survey membership (provisionals, actives, and sustainers) on social media behaviors </li></ul><ul><li>Plan a do-able strategy that can be sustained; can be more damaging to start something and not follow though </li></ul><ul><li>Plan for future; secure JLSD name on new social media properties to save trouble down the road </li></ul>
    20. 21. Questions

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