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Saving	
  Grace	
  in	
  Uganda	
  
Social	
  Media	
  Strategy,	
  September	
  2016	
  
By:	
  Joel	
  Kuhn,	
  Digital	...
Table	
  of	
  Contents	
  
1.	
  ExecuBve	
  Summary,	
  September	
  2016	
  
2.	
  Social	
  Media	
  Audit	
  
	
  a.	...
Executive	
  Summary	
  
Our	
  major	
  social	
  media	
  prioriBes	
  for	
  2015	
  will	
  be	
  growing	
  our	
  on...
Social	
  Media	
  Audit	
  
The	
  following	
  is	
  an	
  audit	
  of	
  Saving	
  Grace	
  in	
  Uganda’s	
  social	
 ...
Social	
  Media	
  Audit	
  
Website	
  Traffic	
  Sources	
  Assessment	
  Monthly	
  Average	
  January	
  2016	
  –	
  Se...
Social	
  Media	
  Audit	
  
Audience	
  Demographics	
  Assessments	
  	
  
Survey	
  distributed	
  in	
  June/July	
  v...
Audience	
  Demographics	
  
Social	
  Media	
  Objectives	
  
In	
  2015,	
  the	
  primary	
  focus	
  of	
  our	
  social	
  media	
  strategy	
  wi...
Social	
  Media	
  Objectives	
  
KPIs	
  	
  
1.  Number	
  of	
  unique	
  visitors	
  from	
  Facebook	
  and	
  Twiber...
Online	
  Brand	
  Persona	
  and	
  Voice	
  
Online	
  Brand	
  Persona	
  and	
  Voice:	
  
•  Inspiring	
  
•  Hopeful...
Brand	
  Voice	
  Example	
  
Brand	
  Voice	
  Example	
  
Strategies	
  and	
  Tools	
  
Paid:	
  
Every	
  Bme	
  a	
  major	
  event	
  is	
  coming	
  up,	
  vital	
  prayer	
  ...
Timing	
  and	
  Key	
  Dates	
  
Holiday	
  Dates:	
  
•  October	
  9	
  –	
  Ugandan	
  Independence	
  Day	
  
•  Dece...
Social	
  Media	
  Policies	
  
Social	
  Media	
  Roles	
  and	
  Responsibili4es:	
  
SGU	
  Founder,	
  President:	
  V...
Critical	
  Response	
  Plan	
  
Scenario	
  1:	
  Inappropriate	
  post	
  posted	
  to	
  SGU	
  Facebook	
  Page	
  –	
...
Measurement	
  and	
  Reporting	
  
Quan4ta4ve	
  KPIs	
  –	
  ReporBng	
  Period:	
  3	
  months,	
  Date	
  as	
  of	
  ...
Measurement	
  and	
  Reporting	
  
•  Our	
  Instagram	
  following	
  has	
  grown	
  by	
  895	
  in	
  3	
  months,	
 ...
Measurement	
  and	
  Reporting	
  
#hopetohopless	
  Hashtag	
  Performance	
  	
  
•  Between	
  July	
  1,	
  2016	
  a...
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Saving Grace Uganda Social Media Strategy

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Social Media strategy for Saving Grace in Uganda.

*NOTE: Some statistics are fictionalized for educational purposes. Not an official organization document.

Published in: Government & Nonprofit
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Saving Grace Uganda Social Media Strategy

  1. 1. Saving  Grace  in  Uganda   Social  Media  Strategy,  September  2016   By:  Joel  Kuhn,  Digital  Media  Director  
  2. 2. Table  of  Contents   1.  ExecuBve  Summary,  September  2016   2.  Social  Media  Audit    a.  Social  Media  Assessment    b.  Traffic  Sources  Assessment    c.  Customer  Demographics  Assessment    *No  compeBBon  assessment  due  to  being  a  non-­‐profit           3.  Social  Media  ObjecBves   4.  Online  Brand  Persona  and  Voice   5.  Strategies  and  Tools   6.  Timing  and  Key  Dates   7.  Social  Media  Roles  and  ResponsibiliBes   8.  Social  Media  Policy   9.  CriBcal  Response  Plan   10.  Measurement  and  ReporBng  Results  
  3. 3. Executive  Summary   Our  major  social  media  prioriBes  for  2015  will  be  growing  our  online   following  and  community.       The  primary  focus  will  be  to  give  the  target  audience  a  clear,  posiBve   idea  of  the  ministry  through  driving  more  traffic  to  our  website  by   sharing  more  engaging,  relevant  content  and  building  deeper   relaBonships  with  our  potenBal  donors.     Two  major  social  strategies  will  support  this  objec4ve:      1.  A  plan  to  increase  the  volume  of  content  we  publish  to  our              social  profiles.        2.  Encourage  conversaBons  and  discoverability  of  content    
  4. 4. Social  Media  Audit   The  following  is  an  audit  of  Saving  Grace  in  Uganda’s  social  media  presence  to  date.  It  includes  an   assessment  of  all  social  networks,  web  traffic,  audience  demographics,  and  a  compeBtor  analysis.     Social  Media  Assessment  As  of  September  21st,  2016   Social   Network   URL   Follower   Count   Avg.  Weekly   Ac4vity   Avg.   Engagement   Rate   Facebook   /sgraceuganda   323   1  post  per   week   .02%   Twiber   /sgraceuganda   158   None   None   Instagram   / savingraceuga nda   733   1  post  per   month   33%   Social  Media  Assessment:  The  social  media  for  the  brand  has  essenBally  been  dead  for  the  last  6   months.  At  present  Bme  Instagram  seems  to  yield  the  highest  engagement  rates,  although   Facebook  also  seems  like  an  effecBve  pladorm  for  our  goals.  Twiber  should  be  considered  to  be   disconBnued  unBl  more  managers  arrive,  in  order  to  focus  efforts  on  Instagram  and  Facebook.  
  5. 5. Social  Media  Audit   Website  Traffic  Sources  Assessment  Monthly  Average  January  2016  –  September  2016       Source   Volume   Percentage  of   Overall  Traffic   Conversion   Rate   Facebook   500  Unique   Visits   20%   6.8%   Twiber   10  Unique   VisIts   1%   .5%   Instagram   NO  DATA   NO  DATA   NO  DATA   Traffic  Summary:  At  present  Bme,  Facebook  is  the  biggest  driver  of  traffic  for  our  website.   However,  our  email  list  drives  even  more.  Although  no  data  available,  Instagram  is   certainly  good  for  driving  unique  viewers.    
  6. 6. Social  Media  Audit   Audience  Demographics  Assessments     Survey  distributed  in  June/July  via  email  list.  Total  applicant  responses:  500           Age  Distrib.   Gender   Distrib.   Primary  Social   Network   Secondary   Social  Network   Primary  Need   Secondary   Need   60%  40-­‐60   65%  Female   35%  Male   Facebook   None   Giving   Tax  deducBons   10%  25-­‐40   60%  Male   40%  Female   Facebook   LinkedIn   Social   Desirability   Giving   30%  18-­‐25   50%  Male   50%  Female   Facebook   Instagram   Social   Desirabilty   World  Change   Audience  Demographics  Summary:   An  overwhelming  majority  of  survey  respondents  are  in  the  40-­‐60  age  group,  likely  due  to  founder’s   influence.  A  college  age  sub  group  has  formed  due  to  founders’  children’s  influence.  Facebook  is   overwhelmingly  the  most  used  social  network,  followed  by  Instagram.  Audience  expresses  desire  for   giving,  social  desirability,  and  world  change.  
  7. 7. Audience  Demographics  
  8. 8. Social  Media  Objectives   In  2015,  the  primary  focus  of  our  social  media  strategy  will  be  to  give  the  target  audience  a  clear,   posiBve  idea  of  the  ministry  through  driving  more  traffic  to  our  website  by  sharing  more  engaging,   relevant  content  and  building  deeper  relaBonships  with  our  potenBal  donors.      Some  specific  objec4ves  include:   1.  Increase  unique  visitors  from  social  properBes  to  website  by  100%  in  6  months  via:            a.  Increased  brand  awareness  through  more  posts  on  Facebook  and  Instragram      b.  Increased  interacBons  through  comments  and  messages  on  both  pladorms      c.  More  content  produced  on  website   2.  Increase  Instagram  followers  to  3000  in  6  months.     3.  Increase  volume  of  visual  content  published  on  Facebook  and  Instagram  channels  by  200%  in  6   months.     4.  Work  with  Joel  Kuhn  CreaBve  to  release  4  viral  videos      
  9. 9. Social  Media  Objectives   KPIs     1.  Number  of  unique  visitors  from  Facebook  and  Twiber     2.   Number  of  Instagram  followers     3.  Number  of  weekly  photo  and  video  posts  to  Facebook  and   Instagram     4.  4.  SenBment  analysis    Key  Messages  ‹     -­‐Bringing  hope  to  the  hopeless‹   -­‐Breaking  cycle  of  poverty   -­‐Rags  to  riches   -­‐SBll  more  work  to  be  done  
  10. 10. Online  Brand  Persona  and  Voice   Online  Brand  Persona  and  Voice:   •  Inspiring   •  Hopeful   •  ChrisBan-­‐Values   When  Interac4ng  With  Customers  We  Are:   •  Encouraging   •  InformaBve   •  Friendly   •  Humble    
  11. 11. Brand  Voice  Example  
  12. 12. Brand  Voice  Example  
  13. 13. Strategies  and  Tools   Paid:   Every  Bme  a  major  event  is  coming  up,  vital  prayer  request,  or  new  SGU  video  comes  out,  promote   the  post.  Pay  parBcular  abenBon  to  promoBng  videos  to  the  18-­‐25  year  old  demographic.     Owned:   Use  #hopetohopeless  on  all  inspiraBonal  posts  about  street  children.  Encourage  audience  to  add  the   hashtag  to  posts  of  their  own  when  they  see  someone  being  helped.  Once  a  month,  highlight  one  or   two  #hopetohopeless  posts  from  the  community  on  Facebook  and  Instagram.     Weekly  post  of  a  street  child’s  story,  encourage  audience  to  share  in  order  to  build  brand  awareness.     Earned:   Recruit  college  students  to  table  on  their  college  campuses,  parBcularly  UF.   Host  Spikeball  or  volleyball  tournament  as  fundraiser.   Encourage  word  of  mouth  talk  to  get  new  people  to  go  on  summer  trips  to  Uganda.     Tools:   -­‐Buffer        -­‐WordPress    -­‐Canva        -­‐GoogleDocs        -­‐SlideShare    -­‐Lightroom  –Adobe  Premier  Pro  
  14. 14. Timing  and  Key  Dates   Holiday  Dates:   •  October  9  –  Ugandan  Independence  Day   •  December  25th  –  Christmas   •  December  31st  –  Last  day  of  charitable  giving   Internal  Events:   •  January  7th  –  First  Day  of  School   •  June  2017  –  Trips  leave  for  Lira  
  15. 15. Social  Media  Policies   Social  Media  Roles  and  Responsibili4es:   SGU  Founder,  President:  Valerie  Bransdorfer   SGU  Founder,  Treasurer:  Suzanne  Kuhn   Digital  Media  Director:  Joel  Kuhn   Special  Projects  Director:  Brian  Roquemore     Social  Media  Policy   •  Be  respecdul  to  all     •  Use  common  sense     •  Be  sure  what  you  are  saying  is  true   •  Speak  as  the  organizaBon,  not  as  individual  person   •  Remember  Ugandans  are  on  Facebook  too  
  16. 16. Critical  Response  Plan   Scenario  1:  Inappropriate  post  posted  to  SGU  Facebook  Page  –  Ac4on  Plan     1.  When  post  is  detected:    a.  Take  screenshot  (Command+Shio+4)    b.  Delete  post    c.  Alert  Joel  Kuhn,  then  Suzanne  Kuhn   2.  Joel,  Suzanne,  and  Valerie  discuss  impact  and  reach,  evaluate  further  acBon   3.  Joel  to  develop  appropriate  follow  up  post,  Suzanne  and  Valerie  to  approve   4.  Joel  to  evaluate  response  to  follow  up  post  and  see  if  email  to  list  is  necessary     Scenario  2:  Death  of  a  street  child  or  SGU  program  child  –  Ac4on  Plan   1.  Country  director  Ojok  Fred  to  alert  Valerie.  Valerie  to  alert  Joel.   2.  Joel  to  write  up  post  about  tragedy   3.  Joel  to  post  alerBng  audience  following  approval  from  Suzanne   Pre-­‐Approved  Messaging:   “Today  we  are  deeply  saddened  by  the  death  of  a  street  child,  [Child’s  name].  Please  pray  for   comfort  those  who  knew  him/her  and  that  the  Lord  would  allow  more  children  to  be  relieved  from   the  horrors  that  is  African  street  life.”  
  17. 17. Measurement  and  Reporting   Quan4ta4ve  KPIs  –  ReporBng  Period:  3  months,  Date  as  of  September  20th,  2016   Website  Traffic  Sources  Assessment  –  Timeframe:  Monthly  average  July-­‐September  2016       Source   Volume   %  of  Traffic   Conversion  Rate   Facebook   600  Unique  Visits   20%   6.8%   Twiber   0  Unique  Visits   0%   0%   Instagram   No  Data   No  Data   No  Data   Social  Network   URL   Follower  Count   Avg.  Weekly   Ac4vity   Engagement   Rate   Facebook   /sgraceuganda   615   +100%  growth   7  posts  per   week   +700%  increase   12%   Twiber   InacBve   153   0   0%   Instagram   / savinggraceugan da   1673   +125%  growth   5  posts  per   week   +1000%   increase   44%  
  18. 18. Measurement  and  Reporting   •  Our  Instagram  following  has  grown  by  895  in  3  months,  on  track  to  hit  the   target  of  3000  followers  in  a  6  month  Bmeframe.  It’s  important  to  note  that   the  average  interacBons  per  post  have  increased  by  55%  from  242  to  403.   •   The  social  content  team  has  done  a  remarkable  job  of  curaBng  and  creaBng   great  visual  content.  We  have  reached  our  goal  of  increasing  visual  content   by  200%  in  6  months  on  Facebook  and  Instagram.  A  key  tacBc  to  this  growth   has  been  the  weekly  street  child  stories.  This  content  is  received  very  well   within  our  community.     •  We  have  gone  inacBve  on  Twiber,  which  has  allowed  us  to  focus  our  efforts   on  where  our  audience  really  is.  
  19. 19. Measurement  and  Reporting   #hopetohopless  Hashtag  Performance     •  Between  July  1,  2016  and  September  1,  2016  the  hashtag  was   menBoned  35  Bmes  on  Facebook  and  46  Bmes  on  Instagram.   Proposed  Ac4on  Items   •  ConBnue  #hopetohopeless  and  Street  Kid  Stories  campaigns   •  Work  to  create  more  blog  content   •  Hire  addiBonal  help  in  order  to  add  Twiber  to  arsenal  as  well   as  more  content  overall   •  Bring  photographer  on  next  trip  to  Uganda  for  more  visual   content  

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