This is my social media strategy project for the Wounded Warriors Project.

1. Wounded
Warrior Project
Lauren Sokolowski
February 8th, 2016
WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY

2. WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY
TABLE OF CONTENTS
1. Executive Summary
2. Social Media Objectives
3. Online Brand Persona and Voice
4. Strategies and Tools
5. Timing and Key Dates
6. Social Media Roles and Responsibilities
7. Social Media Policy
8. Critical Response Plan
9.Measurement and Reporting Results

3. WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY
1
EXECUTIVE SUMMARY
Our major social media priorities for 2016 will be growing
our online following and community.
The primary focus for this year will be increasing our
revenue goals and gaining exposure by engaging in
conversation with potential new donors and building deeper
relationships with current donors and veterans.
Two major social strategies will support this objective:
1. A plan to enhance and update the content we publish to
our social profiles.
2. Encourage conversations and visibility of content.

4. WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY
2
SOCIAL MEDIA OBJECTIVES
Main objective:
In 2016 the primary focus for the year will be increasing our revenue
goals and gaining exposure by engaging in conversation with potential
new donors and building deeper relationships with current donors and
veterans. We plan to make social media a priority by adding engaging
and relevant content that appeals to donors, veterans, enlisted
servicemen, and civilians.
Some specific objectives include:
Increase the number of unique visitors from social platforms to website by
25% in 6 months via:
a. Increased brand awareness through increased mentions and shares
on Twitter
b. Increased use of brand hashtags across all social platforms such as
#WWP
c. Increase and improve visual content on Facebook and Instagram by
30% in 6 months.

5. WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY
2A
SOCIAL MEDIA OBJECTIVE CONTINUED
0 50000
Instagram followers
Month 6
Month 3
Month 1
Increase Instagram
following by 3000 in
six months

6. Adjectives that describe our brand:
 Empowerment
 Commitment
 Honor
 Courage
When interacting with
customers we are:
 Friendly
 Personal
 Engaging
WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY
3
ONLINE BRAND PERSONA AND VOICE

7.  Paid:
Every Friday boost the most popular Facebook posts for the
weekend. The post must have a minimum organic reach of
500, as well as a minimum of 75 likes or 60 comments.
 Owned:
Introduce the use of #WoundedWarriorPals to Instagram
posts. Encourage adoption by customers and regram a
minimum of two user-generated content posts per week.
Promote the hashtag across all social media platforms,
websites, emails, and events. When customers arrive for
events reference the hashtag and encourage them to use it if
they plan on taking photos together and posting it to social
platforms.
WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY
4
STRATEGIES AND TOOLS

8.  Earned:
Monitor Twitter for keywords and terms: veteran, VA, warrior,
suicide, soldiers, PTSD.
Partner with 10 disabled veterans and their families to
develop an influencer/advocate relationship. Co-develop a 10
piece video series of their stories to be shared on social
channels and website.
 Tools:
Approved- Hootsuite and Buffer
Rejected Tools: N/A
Existing Subscriptions/ Licenses- Vimeo, Adobe Premiere Pro,
Photoshop.
WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY
4A
STRATEGIES AND TOOLS CONTINUED

9. Holiday Dates:
 Valentines Day
 Memorial Day
 Independence Day
 Labor Day
 Veterans’ Day
 Thanksgiving
 Christmas
WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY
5
TIMING AND KEY DATES
Internal Events:
 November 20-23:
Veteran Food Drive
 December 1-5:
Food and toy
packages for
veterans and
families drive
Reporting Dates:
 Reporting will occur
once a quarter in
January, April, July,
and October.

10. Marketing Director- Olivia Smith
Social Media Manager- Matthew Malani
Social Media Coordinator- Jessica Petitte
Supporting Social Media Team Members
Brandon Hunt (social ads support)
Adam Gowling (customer support - social media)
WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY
6
SOCIAL MEDIA ROLES AND
RESPONSIBILITIES

11. Social media is something that is very valuable to our
company. We use it to interact with donors, wounded
warriors, veterans, and civilians, and to share personal
stories/content. As an employee of the Wounded
Warriors Project you are expected to uphold our values
and demonstrate proper internet etiquette by following
some simple guidelines:
 Be respectful and polite to all
 Serve as a solution, not a problem
 Stay out of provoking or contributing to arguments
 Be helpful to followers/strangers
WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY
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SOCIAL MEDIA POLICY

12. Scenario 1 - Inappropriate Tweet Sent from @WWP
Action Plan-
 When Tweet is detected: Take screenshot, delete Tweet, alert
Matthew Malani. If unavailable alert Olivia Smith.
 Matthew to work with Olivia to discuss impact and reach of
Tweet.
 Matthew to develop appropriate Tweet, Olivia to approve.
 If media has picked Tweet up, Olivia to reach out to
appropriate contact.
 Matthew and Olivia work with employee responsible for Tweet
to see if disciplinary action should be taken.
 No Pre-Approved Messaging for this scenario
WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY
8
CRITICAL RESPONSE PLAN

13. Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 2300 unique visits
+10% growth
15% 3.7%
Facebook 3700 unique visits
+10 growth
23% 1.7%
Instagram 200 unique visits
+5% growth
2.9% .02%
WOUNDED WARRIOR PROJECT SOCIAL MEDIA
STRATEGY
9
MEASUREMENT AND REPORTING
RESULTS
Quantitative KPIs
Reporting Period: 3 months data as of January 25th, 2016
Website Traffic Sources Assessment
Timeframe: Monthly average, November 2015 to January 2016