Your SlideShare is downloading. ×
C4 k
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

C4 k

150
views

Published on


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
150
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Social Media Strategy Sasha Flynn, StrategistMonday, October 1, 2012
  • 2. Overview Social Summary Target Audience Tools / Tactics Experimentation Crutches 4 Kids is a non-profit organization that delivers gently used crutches to kids in need. The Crutch Recycling Program partners with hospitals, concerned citizens, and other humanitarian organizations to reclaim thousands of crutches. They offer the ability to provide a pair of crutches to a disabled child who can otherwise not afford the gift of mobility on their own. These children are given the opportunity to become active participants in society where they otherwise were unable to.Monday, October 1, 2012
  • 3. Overview Social Summary Target Audience Tools / Tactics Experimentation Donation Structure PayPal Donations Hospital Drop-Off Locations Crutch DrivesMonday, October 1, 2012
  • 4. Overview Social Summary Target Audience Tools / Tactics Experimentation Recycling Crutches •Hospitals have a surplus of used crutches not being used. •Community members who have used crutches in the past do not know what to do with them Source: Answers.comMonday, October 1, 2012
  • 5. Overview Social Summary Target Audience Tools / Tactics Experimentation Goal To increase awareness for the Crutches4Kids program, and to boost audience involvement in the organization. Develop a voice and tone that is true to the identity of C4K. Build a relationship with prospective donors through online communities. Become a leader in the non-profit, medical sector.Monday, October 1, 2012
  • 6. Current Landscape Social SummaryMonday, October 1, 2012
  • 7. Overview Social Summary Target Audience Tools / Tactics Experimentation Social for Facebook !"#$% NPO’s LinkedIn 5,)% YouTube 1//) Website .//0% Blog *+,- 240% 2%%3 Flickr E-newsletters &#() TwitterMonday, October 1, 2012
  • 8. Overview Social Summary Target Audience Tools / Tactics Experimentation Competitive Crutches 4 Africa Crutches To Haiti Crutches 4 Kids Review Medshare Totals Website 4 Blog 3 Facebook 3 Twitter 3 YouTube 2 YouTube 0 Flickr 2 Pinterest 0 Downloadable content (whitepapers, case studies) 2 LinkedIn 2 eNewsletter 2 Bookmarklets 4 Online Fundraising 4Monday, October 1, 2012
  • 9. Overview Social Summary Target Audience Tools / Tactics Experimentation C4K Social Media ActivityMonday, October 1, 2012
  • 10. Overview Social Summary Target Audience Tools / Tactics Experimentation Text Source: Facebook.com FACEBOOK 205 Likes (additional insights unavailable)Monday, October 1, 2012
  • 11. Overview Social Summary Target Audience Tools / Tactics Experimentation Text Source: Twitter.com TWITTER 84 tweets, 0 following, and 8 followersMonday, October 1, 2012
  • 12. Experimentation Overview Social Summary Target Audience Tools / Tactics Experimentation Text Source: Linkedin.com LinkedIn 30 members, with 50% being in the NYC area. The growth of the group is mostly stagnant. Only one discussion has been entered (08 / 11)Monday, October 1, 2012
  • 13. Overview Social Summary Target Audience Tools / Tactics Experimentation Text Source: Compete.com Source: Compete.com WEBSITE Compete.com Score: approximately 1,186 unique visits as of August 2012Monday, October 1, 2012
  • 14. Overview Social Summary Target Audience Tools / Tactics Experimentation Text Source: Flickr.com Flickr 0 Galleries, 5 Photo setsMonday, October 1, 2012
  • 15. Overview Social Summary Target Audience Tools / Tactics Experimentation Summary Little to no engagement with the organization across social media platforms in 2012 Facebook is the most active with an average of 1 post per month. Facebook is currently the top site for audience engagement. Each post receives 1-2 likes, and approximately 1% has yielded comments. •Most active posts are those that detail past and present crutch drives.Monday, October 1, 2012
  • 16. Overview Social Summary Target Audience Tools / Tactics Experimentation Objectives To increase social media engagement by 25% within two quarters for the Crutches 4 Kids brand. To increase the C4K crutch drives to once per month in 2013. The brand will grow 60% from doing approx. 2 drives per year to doing 12 per year.Monday, October 1, 2012
  • 17. Overview Social Summary Target Audience Tools / Tactics Experimentation Measurements Engagement Metrics Social Metrics •Site visits •Posts •Unique visitors •Tweets and Retweets •Page views per visit •Facebook Fans •Time on site •Followers •Conversions (donations go up) •Ratio •Mentions •Content vies •Shared pages •SentimentMonday, October 1, 2012
  • 18. Target AudienceMonday, October 1, 2012
  • 19. Overview Social Summary Target Audience Tools / Tactics Experimentation Source: Slideshare.netMonday, October 1, 2012
  • 20. Overview Social Summary Target Audience Tools / Tactics Experimentation Crutch Manufacturers Hospitals Community School Students SupportersMonday, October 1, 2012
  • 21. Overview Social Summary Target Audience Tools / Tactics Experimentation Crutch Manufacturers •  An obvious supporter, manufacturers are able to gain tax breaks for donating to those in need.! •  Utilize medical connections to reach this audience. Not frequently on social networks.! Source: Millenialmedical.comMonday, October 1, 2012
  • 22. Overview Social Summary Target Audience Tools / Tactics Experimentation Hospitals •  The C4K board of directors can leverage their hospital and medical backgrounds.! •  Hospitals generally donate their used or surplus crutches.! •  Engaged on corporate social networks such as Blogs and medical forums. ! Source: Topix.netMonday, October 1, 2012
  • 23. Overview Social Summary Target Audience Tools / Tactics Experimentation Community Supporters •  Many of them have old crutches that are not being used.! •  Can reach this group through word-of-mouth: conducted online and offline during community events.! Source: Google ImagesMonday, October 1, 2012
  • 24. Overview Social Summary Target Audience Tools / Tactics Experimentation School Students •  Provided a sense of purpose by helping individuals in need that are of similar age.! • Social habits include heavy Internet use, Facebook, online gaming, and micro- blogging.! Source: Google ImagesMonday, October 1, 2012
  • 25. Tools and TacticsMonday, October 1, 2012
  • 26. Overview Social Summary Target Audience Tools / Tactics Experimentation Text 2011 Nonprofit Social Network Benchmark Report http://www.nonprofitsocialnetworksurvey.com/Monday, October 1, 2012
  • 27. Overview Social Summary Target Audience Tools / Tactics Experimentation Crutch4Kids.com/ •Listen and Promote: use Google Alerts to track brand and Promote by embedding a “Share This” tab on the blog page. •Submit posts to Digg, Reddit. Share on health forums, such as Yahoo! Health and non-profit sites such as, Disabledandproductive.com. •Key Metrics for Website: number of posts, audience growth (unique and returns), subscribers, inbound links to content, SEO improvements. •Engagement measurement: leads and increase of crutch drives as a result of engagement and content vs. impressions. Source: Google ImagesMonday, October 1, 2012
  • 28. Overview Social Summary Target Audience Tools / Tactics Experimentation Facebook •Actively engage users. Create polls, contests, petitions, and activities that can be shared. •Key Insight: Nine out of 10 nonprofits (89%) report having a presence on Facebook in 2011. •Engagement measurement: High value interactions such as mentions, content sharing, and comments. •“Our shipment of 300 crutches are soon to reach the children that were struck by disaster in Haiti.We just tracked shipment, and they just left customs in New York! They are well on their way!” Source: Facebook.comMonday, October 1, 2012
  • 29. Overview Social Summary Target Audience Tools / Tactics Experimentation YouTube •YouTube has a specific program for Non-profits. They offer Call-to-actin buttons, donation buttons and channel branding. •2nd largest search engine. Be visible by choosing the right keywords to reach audiences. •Key Insight: Popular with 47% of charities documenting they have YouTube pages. •Engagement measurement: # of Videos x # of Views x Duration of Video Source:YouTube.comMonday, October 1, 2012
  • 30. Overview Social Summary Target Audience Tools / Tactics Experimentation Twitter • Create weekly events that engage the community. Ask questions relevant to the current non-profit landscape. i.e. “What organization would you most likely donate to in 2013?” •Reach out to top influencers in the non- profit sector such as @NonprofitOrgs to build ‘Twitterverse’ relationships. Determine with Klout •Key Insight: Looks to have leveled off among nonprofits with usage levels reported at 57% in 2011. • Engagement measurement: The growth of conversation, rather than just listening. Measure referral click-thru rate. Use Source: Klout.com SproutSocial or HootSuite to gain insightsMonday, October 1, 2012
  • 31. Twitter Tactics •Give information •Use two keywords in about the cause tweets •Tweet often Examples: •Add incentives for #charity top influencers. #nonprofit Examples: #sharethegood Harvard #care #donate Humanitarian #C4K Initiative #donatemobility @Yelp for charities •Shout out other @Care organizations and @generositywater partners @giftofmobility Source: @RoomtoRead Twitter @OneCampaignMonday, October 1, 2012
  • 32. Overview Social Summary Target Audience Tools / Tactics Experimentation LinkedIn •Create a page, rather than a group for the organization. •Participate in discussions on similar group pages to help spread the word of C4K. •Key Insight: is used by 1 in 3 nonprofits (30%) in 2011 •Engagement measurement: Number of followers and number of company profile views. Source: LinkedIn.comMonday, October 1, 2012
  • 33. Overview Social Summary Target Audience Tools / Tactics Experimentation Flickr •Continue to post photos on the page. Maintain the page so that it is updated. Link certain images to Facebook for cross promotion. •Ask that individuals who create crutch drives in the community submit at least 10 photos to C4K that can be posted to Flickr. •Key Insight: 19% adoption rate for NPO’s in 2011. •Engagement measurement: Amount of times photos assisted with future Source: Facebook.com drivesMonday, October 1, 2012
  • 34. Test - Learn - Grow Social SummaryMonday, October 1, 2012
  • 35. Overview Social Summary Target Audience Tools / Tactics Experimentation Initiate Facilitate Participate #DonateMobility Photo-A-Day HenrySchein.com Collaborate Create Medshare Short FilmMonday, October 1, 2012
  • 36. Overview Social Summary Target Audience Tools / Tactics Experimentation #DonateMobility Site: Twitter Target: Community Supporters Test: Create a Thunderclap cause to promote the #DonateMobility campaign. •Time period: first quarter of 2013 Learn: Keep track of this small campaigns’ successes, failures or challenges. •Use site to track support, social reach and time. •Track tweets using hashtag on Twubs.com Grow: Use this as a platform to build on for future projects. Learn from past challenges and compare success to top Thunderclap campaigns. Source: Crutches4Kids.comMonday, October 1, 2012
  • 37. Overview Social Summary Target Audience Tools / Tactics Experimentation Photo-a-Day Site: Facebook, Flickr Target: School - Age Students Test: Ask audience to post a photo a day for a week of their daily routine with crutches. •Incentivize with gift perks •Integrate photos with Flickr gallery •Prompt participants to share on their pages and tag C4K Learn: conduct mini contests once per quarter to track changes over time. •Note changes as social network grows Grow: Create contests over a longer period of time with larger prizes. Source: Google ImagesMonday, October 1, 2012
  • 38. Overview Social Summary Target Audience Tools / Tactics Experimentation HenrySchein.com Site: Website, Blog Target: Hospitals, Crutch Test: Featured social cause that highlights crutch donations. The cause is cross-promoted with the crutches manufacturing website: henryschein.com. •Doctors and hospital officials will have visibility Learn: Prompt a call to action to click to the PayPal donation page •Donors will be prompted to enter email. •After donating, C4K will provide a list of links to social media profiles and branded hashtag #DonateMobility Grow: Use email subscriptions to target donors for future campaigns •Feature a message in emails that is easily retweetable to spread audience reach •Track organic donation growth after sending emails Source: HenrySchein.comMonday, October 1, 2012
  • 39. Overview Social Summary Target Audience Tools / Tactics Experimentation MedShare Relief Site: Blog, Twitter, Facebook Target: Reaches community supporters and crutch manufacturers Test: Partner with Medshare to create a national crutch drive across major cities that will provide mobility to Haitians that were injured. • Email donor network and reach out to C4K, Medshsare, and other relief audiences Learn: Develop cross-branded content for the Medshare blog and Twitter page. • Mirror content across social networks • Track source of engagement, and piggyback followers who tweet only to @medshare. Promote a hashtag that can be shared across platforms. Grow: Develop a media kit that packages success of campaign. Use as a tool for future partnerships with other organizations. Source: Medshare.comMonday, October 1, 2012
  • 40. Overview Social Summary Target Audience Tools / Tactics Experimentation Short Film Site: YouTube, Blog Content, Twitter, Facebook Target: Reaches community supporters, hospitals, and school-age- students Test: Develop a short film that showcases the crises of immobility in underserved communities. *See the problem, understand the problem, and feel the problem. •Create a screening event to invite major supporters •Prompt local high-schools to screen film Learn: Integrate social media messaging across platforms •Join the Global Short Film Network to cross promote to their fans •Track views on YouTube.com •Add donation button at the end of the film Grow: Travel around to promote the film offline to Source: Social Documentary grow success.Monday, October 1, 2012
  • 41. Community Manager When a Community Manager is established, this person will be responsible for monitoring, creating and approving all content that is posted on the C4K website and social media accounts. Keeping and updating a weekly or monthly content calendar will help the manager to create content in advance and post it and a scheduled time.Monday, October 1, 2012
  • 42. The End.Monday, October 1, 2012