Last week I spoke to a group of 40 students from Saudi Arabia here as a part of Legacy International’s Saudi Young Leaders Exchange Program, sponsored by the Embassy of the United States. I was invited to speak about #socialmedia and how to create a strategy to effect social change. I hope the students learned as much from the presentation as I did from them.

1. How to
Create a
Social
Media
Strategy
to Effect
Social
Change

2. It all started with the ice bucket challenge in the
summer of 2014

3. Millions of people around the world dumped buckets of
ice-cold water on themselves to raise money for ALS,
also known as Lou Gehrig’s disease

4. The social media
campaign spread
like wildfire as
people challenged
their friends on
social media to
either do the
challenge or donate
money to the ALS
Association

5. The Ice Bucket Challenge
helped raise over $220
million dollars globally
for ALS

6. Why was the ALS Ice Bucket Campaign so effective?
• It played on the power of video, which is a lot more
effective and experiential than text or photos.
• The campaign coincided with the new Facebook update
that allowed videos to autoplay in peoples news feeds.
• It wasn't ALS who asked people to dump ice on their
heads, it was their friends.

7. The bigger lesson learned from this campaign is
that social media is about people & building
relationships

8. It also showed the world the power that social media had to
drive social change

11. Momentus breaks out into FIVE unique sectors in the fields of:
Faith
Health
Higher Education
Business
Communities

12. We use social media (LinkedIn, Facebook &
Twitter) in all of these sectors to:
● drive website traffic
● build thought leadership for our brands
● drive brand awareness
● increase leads (have new leaders sign up to
join the Momentus Initiative)

13. So, how does one create an effective social media strategy to
drive social change?

14. It breaks down
into Five Basic Steps

15. step one

16. Define Social
Media Objectives &
Goals

17. Understanding these goals
seems like a no brainer

18. But
it’s
not

19. Do you want to generate
leads?
or increase your membership
base?
Do you want to increase donations
or drive website traffic?
Are you looking for more name recognition and
thought leadership?

20. Clearly define your objectives and write them down. Everything else is
driven from these goals

21. step two

22. Target Your
Audience

23. The truth about marketing is if you target everyone,
you will hit no one

24. Create fictional
representations of
your ideal
member/volunteer

25. by actually talking to donors...

26. volunteers and
other company
employees

27. These are called
Member Personas

28. Learn everything you can about your audience
(their age, personality, education level etc.)

29. Give him/her a name and even a picture

30. These personas will be
used to help you create
targeted content

31. step three

32. Develop a Defined
Social Media
Marketing Plan

33. “Content is Fire. Social Media is
Gasoline.” -Jay Baer

34. Being successful on Facebook, Twitter or
Instagram involves more than just posting
cool pictures or quotes

35. It’s critical to have a clear
social media strategy in place

36. Where does your audience hang out?
(Pew has some good research on this)

37. Choose your Social Network – you
don’t have to be on them all

38. Define your social
media channels.
Each channel has
a specific
demographicFor example:
• “We will use Facebook to tell stories about our organization’s mission to
drive website traffic”
• "We will use Instagram to showcase our organization’s culture to recruit
volunteers”
Create a mission statement for each
social media platform

39. Find your voice and tone
If your brand was a person, what kind of
personality would it have?

40. Decide your posting schedule

41. Decide your posting strategy
• What kind of content will you post?
• How often will you post?
• Who will create the content?
• How will you promote the content?
pixshark.com

42. step four

43. Develop a Content
Creation Plan &
Editorial Calendar

44. It takes a lot of content to build a following and a social
media community

45. links
images
quotes
updates
reshares
Start with 5 basic types of
social updates

46. As you create your content plan, identify which content is going to
drive where...
For example:
50% of your content will drive back to the blog
25% of your content will be curated from other source
20% of your content will drive company content
5% of your content will be HR and culture related

47. Curating
content from
another source
to buid thought
leadership &
brand
awareness

49. Driving to the
Blessed
Tomorrow
website to
generate
leads

51. Here is a
Climate
for Health
post
driving
back to
our Blog

52. Remember, social
media is a 2 way street.
Make sure you “listen”
as much as you“talk”

53. Keep this in mind as you put together
your content plan
Keep this in mind as you put together
your content plan

54. How do you keep track
of all of this?

55. Your editorial
calendar lists
dates & times to
posts blogs,
Facebook
posts, Twitter
messages &
other content for
campaigns.

56. Your next question might be, where are you going
to find all of this content?

57. Define your
influencer
list:
Astrid Riecken/The Washington Post
Definition: blogger,
competitor, or media
organization creating
content of interest to your
target audience

58. Find influencers by tracking keywords in Google Alerts,
authors in industry trade publications & those talking
about the topic on twitter

59. Now get the attention of
your influencers by sharing
their content on your social
media platforms

60. It’s a win-win for everybody. You get more content to
feed the “social media beast” and your influencer’s
content gets spread far and wide

61. step five

62. measure
test
evaluate

63. Write down
three social
media goals.
Try to use the
SMART
Approach
Don’t make the mistake of just measuring
re-tweets or “likes” - Strive for more
advanced metrics like leads generated &
website traffic referred

64. Track your links using url shorteners (bit.ly,
goog.gl, ow.ly) to track success & reach of
campaigns

65. Track page visits driven by social media
using Google Analytics

66. then adjust
your social
media plan
accordingly
Record
your
successes
& failures...

67. Remember as you create your social media
strategy, always remain fluid, as your strategy
will constantly evolve

68. Social Media has changed the world, not only in inspiring
leaders around climate solutions and raising awareness &
money for a horrible disease like ALS, but:
• in how we respond to natural disasters (like Haiti
earthquake)
• to help organize protests (“Arab Spring” uprising)
• and even electing presidents (President Obama)

69. More about me (Cindy Frei):
I am a marketing professional with more than 15
years experience building customer relationships
through integrated marketing strategies, which
help businesses or organizations acquire new
clients or deepen relationships with existing ones.
A storyteller at heart, I combine the art of creation
with business acumen and new technology
fluency to drive business goals.
To learn more about.me/cindyfrei