CWC Social Media Strategy and Reports

1. Jillian Maniscalco | October 6, 2017

2. Table of Contents
1. Title
2. Table of Contents
3. Executive Summary
4. Social Media Assessment
5. Website Traffic Sources Summary
6. Audience Demographics Assessment
7. Audience Demographics Assessment
8. Similar Organization Assessment
9. Social Media Objectives
10. Online Brand Persona
11. Online Brand Persona
12. Strategies and Tools
13. Strategies and Tools
14. Timing and Key Dates- Holidays
15. Timing and Key Dates- Posting Plan
16. Social Media Roles and Responsibilites
17. Social Media Policy
18. Critical Response Plan 1
19. Critical Response Plan 2
20. Measurement and Reporting
21. Measurement and Reporting
22. Measurement and Reporting
23. Measurement and Reporting- Sentiment Analysis
24. Measurement and Reporting- Proposed Action
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3. Executive Summary
We aim to grow Facebook followers by end of the year and increase reach and
engagement. We also wish to grow Twitter followers by end of the year and increase
engagement/re-tweets. Right now our audience is mainly volunteers, but we are looking for
more local businesses, potential donors and sponsors to follow us, as well as more partner
organizations sharing our posts.
Two major social strategies will support this objective:
1. Share and post content that will be easily discoverable by potential business partners and donors on Twitter and
Facebook
2. Increase the quality of interaction with existing followers by asking our audience engaging questions and providing more
interesting, educational content.
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4. Social Media Assessment
Social Media Assessment Date:
Social Network URL
Follower
Count Average Weekly Activity Average Engagement Rate
Facebook
https://www.facebook.com/communityweath
erizationcoalition/ 603 7 posts per week 2%
Twitter https://twitter.com/CWCGainesville 163 7 posts per week 1.5%
At present time, the highest number of interactions per post occurs on Facebook
(engagement rate is about 2%) Twitter has little to no interaction except for on
shared posts. The type of content posted on Twitter should be reevaluated.
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5. Website Traffic Sources Summary
Timeframe: Monthy Average January 2017 to July 2017
Website Traffic Sources Assessment Date:
Source Volume % of Overall Traffic Conversion Rate
Facebook 1000 Unique Visits 10% 2%
Twitter 400 Unique Visits 5% 0.8%
At present time, Facebook is by far the biggest driver of traffic to the organization. The conversion rate
(conversion goal = people being educated, volunteering ) is far behind on twitter at 0.8% and on Facebook
at 2% respectively.
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6. Audience Demographics Assessment
Survey distributed in August/September via email. Total applicant responses: 300
Audience Demographics
Assessment Date:
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network Primary Need
Secondary
Need
55% 18-30 60% Female 60% Female 30% Facebook
Getting information on
carbon personal
carbon footprint/
Learning
where to
volunteer
20% 31-40 40% Male 40% Male 70% Twitter
Learning about the
environment
20% 41-55 70% Facebook
5% 56-80 30% Twitter
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7. Audience Demographics Assessment
Most of the survey respondents are in the 18 - 30 age group. Facebook is the most popular
social media across the board for all age groups. Most people are visiting the CWC
Facebook and Twitter page for information on carbon footprints. Infographics with
environmental information should be created for Facebook more frequently.
7

8. Similar Organization Assessment
Because the CWC is a non-profit organization, it will be compared to a similar environmental non-profit instead
of a competitor
Similar Organization Assessment: Date: October 6
Similar Organization Name Social Media Profile Strengths Weaknesses
We Are Neutral -Carbon
footprint tracking
Facebook:
https://www.facebook.co
m/weareneutral/
Positive interactions with
those who have liked the
page, almost perfect
reviews, almost 3,000 likes,
responds to all questions
and some comments,
many recommended
brands to visit
Photos posted are not very
consistent in quality, low
engagement with most posts,
not very consistent posting
times
The above analysis focused on Gainesville’s most similar enviromental non-profit, We Are Neutral. The organization had a
moderate presence on both Facebook and Twitter. Many personal photos of volunteers and prompt responses to
questions seemed to drive engagement with their audiences. However, not all of the photos are the best quality. The
similar organization should focus in improving engagement with better quality content. They should also post more
consistently.
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9. Social Media Objectives
Quantitative KPIs
• Grow Facebook followers to 700 by end of the year
• Grow Twitter followers to 200 by end of the year and increase engagement/re-tweets
Qualitative KPIs
• Increase engagement and visibility of posts on Facebook
• Posting educational sharable infographics
• Increase interaction and retweets on Twitter
• Use brand hashtags
• Post sharable videos and photos
Key Messages
• Informing audience about how the organization is positively inpacting the environment and the
community
• Informing audience about their personal carbon footprints, how to make a difference
• Presenting volunteer opportunities and call-to-action posts
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10. Online Brand Persona
Adjectives that describe our
brand:
• Positive
• Kind
• Encouraging
• Enthusiastic
When interacting with customers we
are:
• Helpful
• Informative
• Friendly
• Detailed
• Quick to respond 10

11. Online Brand Persona
11

12. Strategies and Tools
Paid: Boost most popular Facebook posts. Boost a minimum of two
posts a month. Posts must have an organic reach of at least 50 and
have at least 5 likes
Owned: Use hashtag #GreenifyGainesville on all Twitter and
Facebook posts. Encourage audiences to participate in Twitter polls.
Ask engaging questions to audience on Facebook to encourage
interaction.
Earned: Reach out to Twitter users located in Gainesville, especially
students who may be looking for volunteer or internship opportunities.
Follow We Are Neutral’s followers and interact by retweeting related 12

13. Strategies and Tools
Tools to use in the future:
• Buffer to queue Twitter and Facebook posts for the week
• Crowdfire for monitoring follows and unfollows
• Hootsuite for Twitter and Facebook Analytics
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14. Timing and Key Dates
Holiday Dates
• New Years: January 1
• Encourage audience to make energy efficient replacements in the new year or
volunteer in the community
• Earth Day: April 22
• Arbor Day: April 27
• Zero Emissions Day: September 21
Internal Events
The Fest: October 27, 28, 29- Music event that attracts thousands of people,
remind those who traveled to offset carbon emissions
Gainesville Cleanup Event: July 22
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15. Timing and Key Dates
In order to prepare for holidays and events, we should prepare a
week in advance to plan content posted, who is responsible for
posting, and when the optimal time to post will be on that day.
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16. Social Media Roles and
Responsibilities
Social Media Director: Maya Patel
• Determining what direction the organization will take for posting for
each holiday and event, determining overall message for posts.
Social Media Manager: Alane Humrich
• Determining if posts fit our “voice” as an organization, overseeing all
social media content, determining if posts are consistent and fit
organization values, deciding when to monetize posts.
Social Media Coordinator: Jillian Maniscalco
• Posting on Twitter and Facebook consistently, keeping Buffer topped
off, interacting with audience by answering questions.
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17. Social Media Policy
Our social media policy reflects our organization’s voice and
determines what is acceptable or not acceptable for posted
content
• Don’t respond to inappropriate or extremely negative content
• Respond promptly to questions and concerns on Facebook wall or through replying on
Twitter
• Always be polite even if someone is inpatient
• Share organization messages or events on personal pages
• Be personable and kind in all interactions
• Listen carefully to audiences before responding or posting
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18. Critical Response Plan
Scenario 1: Incorrect information posted on Twitter or Facebook
Plan:
1. Record incorrect information (especially important when a wrong event
date is posted)
2. Delete Tweet or post
3. Inform Alane of mistake, or inform Maya if Alane is unavailable
4. Repost with fixed information and detail mistake in separate Tweet or in
caption so audience can see corrected info
5. If anyone has shared the incorrect information on Twitter, reply
individually to Tweets informing of change. If shared on Facebook,
comment on shared post with correct information in a friendly and
respectful manner
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19. Critical Response Plan
Scenario 2: Volunteer injured on a job
Plan:
1. Contact Maya for information
2. Alane will create an initial post on both Facebook and Twitter about the
situation and inform our audience. If Alane is not available, Maya will
make the post.
1. Beat other media sources to posting about the injury, which demonstrates honesty
2. Be as open as possible, demonstrate care and concern for all volunteers involved
3. Jillian will post any follow-ups about the recovery of the volunteer that
week. If Jillian is not available, Maya will post.
4. If any negative replies are made, Jillian or Maya will respond
1. State that we are tracking the volunteer’s recovery process and will keep our
audience informed
2. Reassure that we will be taking precautions to make sure no more injuries of this
sort happen again
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20. Measurement and Reporting
From July 2017 to October 2017
Social
Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook
https://www.facebook.com/co
mmunityweatherizationcoalitio
n/
640 (+5% growth) 7 posts per week 4% (up 2%)
Twitter
https://twitter.com/CWCGaine
sville
190 (+10% growth) 7 posts per week 2% (up 0.5%)
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21. Measurement and Reporting
Source Volume % of Overall Traffic Conversion Rate
Facebook
1200 Unique Visits
(10% growth) 24% 8.9%
Twitter
650 Unique Visits (8%
growth) 18% 4.3%
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22. Measurement and Reporting
• Our Facebook following has grown to 640 likes in 3 months, which is on track with our goal of reaching 700 by
the end of the year. Engagement has gone up 2% and conversation rate has gone up 8.9%
• Our Twitter following has grown to 190 in 3 months, which is on track with our goal of reaching 200 by the end
of the year. Our engagement rate has gone up 0.5% and our conversation rate has gone up 4.3%
• We have done a better job posting quality photos, informative infographics, and shareable material
• Our hashtag #GreenifyGainesville has allowed us to interact more with Gainesville residents
• We have created an Instagram account for the CWC to reach out to our younger audience and find volunteers
on other platforms.
• We have created a LinkedIn to find donors and potential interns and volunteers
• Our hashtag #GreenifyGainesville was mentioned 153 times in the last 3 months
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23. Measurement and Reporting
Sentiment Analysis
• Our feedback has been overwhelmingly positive on both Twitter and
Facebook. We have not had any negative Tweets or replies on Facebook.
Our audience often shares our content to promote us to their friends.
• The only remotely negative feedback we have had was out of confusion
about where to sign up to volunteer. We should make volunteer links more
apparent on Facebook and Twitter and periodically remind our audience
about where to find the links
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24. Proposed Action
• Continue Hashtag #GreenifyGainesville
• Make volunteer links more apparent on all platforms, including
the new Instagram and Facebook
• Continue positive engagment with audience on all platforms
• Build up followers on LinkedIn and Instagram by following those
who follow environmental accounts or groups
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