UF Social Media Management Project 1

1. Rachel Sharp
March of Dimes
October 2, 2016

2. Table of Contents
1. Execu(ve Summary
2. Social Media Audit
1. Social Media Assessment
2. Traffic Sources Assessment
3. Customer Demographics Assessment
4. Compe(tor Assessment
3. Social Media
Objec(ves
4. Online Brand
Persona and Voice
5. Strategies and Tolls
6. Timing and Key
Dates
7. Social Media Roles
and
Responsibili(es
8. Social Media Policy
9. Cri(cal Response
Plan
10. Measurement and
Repor(ng Results

3. Execu@ve Summary
• Our social media priori(es for 2016 will be to expand
our online presence and interac(on with our
audience.
• The main focus will be to support our goals of
increasing funding for scien(fic research through
producing more meaningful and informa(ve content
that mo(vates audiences to act.
• Social strategies to support this objec(ve:
» A plan to increase content on our social profiles with a focus on a
call to ac(on to fundraise
» Increase direct engagement between March of Dimes and
audiences on social profiles

4. Social Media Audit
This informa@on is an audit of March of Dimes’ current social
media presence. It includes an assessment of all social networks,
audience demographics, and compe@tor analysis.
Social Media Assessment
Data as of September 27, 2016
Social
Network
URL Follower Count Average Weekly
Ac(vity
Average
Engagement Rate
#interac(ons/reach
TwiKer hKps://twiKer.com/
MarchofDimes
60.3K 20 posts per week 3%
Facebook hKps://
www.facebook.com/
marchofdimes
629,801 23 posts per week 5%
Instagram hKps://instagram.com/
marchofdimes
27.2K 18 posts per week Average interac@ons
per post = 350
LinkedIn hKps://www.linkedin.com/
company/march-of-dimes
15,366 5 posts per week 1%

5. Social Media Assessment
• Currently, March of Dimes receives the
highest number of interac@ons per post on
Facebook. Minimal interac@on occurs on
LinkedIn and ac@on should be taken to
improve the relevancy and crea@vity of posts
on that site.

6. Website Traffic Sources Assessment
Timeframe: Monthly average, April 2016 to September 2016
Source Volume Percentage of
Overall Traffic
Conversion
Rate
TwiKer 500 unique
visits
3% 1.5%
Facebook 1,500 unique
visits
16% 2.5%
Instagram NO DATA NO DATA NO DATA
LinkedIn 150 unique
visits
0.3% .01%
Traffic Summary:
Currently, Facebook aKracts the most traffic to our website based on the
conversion rate. TwiKer is the second highest site that aKracts the most
traffic and LinkedIn is far behind TwiKer. Traffic occurs on Instagram but is
not measureable.

7. Audience Demographic Assessment
Survey distributed in August/September via email. Total applicant response:
1000
Age
Distribu(on
Gender
Distribu(on
Primary
Social
Network
Secondary
Social Network
Primary
Need
Secondary
Need
30% 18 – 26 65% Female 65% Female 55% Instagram
20% Facebook
15% TwiKer
Raising
money for
research to
prevent
premature
birth
Raising
awareness
of the
issue of
premature
birth
32% 27 – 35 35% Male 35% Male
16% 36 – 45 65%
Facebook
40%
Instagram
20% TwiKer
11% 46 – 55
11% 56 - 80

8. Audience Demographics Summary
• The largest age group of respondents are of
the 27- 35 age group. Facebook and Instagram
are their main social networks that they
u@lize.
• Passion for and personal experience with the
cause is what drives our audience to join us in
the fight against premature birth.
• AKen@on to crea@ng more crea@ve and more
frequent LinkedIn posts should be considered.

9. Compe@tor Assessment
Compe(tor Name Social Media
Profile
Strengths Weaknesses
Graham’s Founda@on FB: Graham’s
Founda@on
Great use of visual
posts with very
human informa@on
that is relatable to
audience.
Low post
engagement.
Graham’s
Founda@on does
not respond to
comments
frequently.
Miracle Babies
Founda@on
FB: Miracle
Babies
Founda@on
Shares related
posts from other
en@@es, high post
engagement
Posts are too
wordy, graphics are
too cluKered.
Compe@tor Assessment Summary:
The previous analysis is of two main compe@tors to March of Dimes. Their main social media
site is Facebook and each have moderate followings. Both organiza@ons make use of strong
visuals and audience tes@mony to foster engagement. Moreover, both could benefit from
replying to their audience more frequently

10. Social Media Objec@ves
• This year, March of Dimes will focus on suppor@ng our goals
of increasing funding for scien@fic research through producing
more meaningful and informa@ve content that mo@vates
audiences to act. Simultaneously, we will work to increase our
audience and improve direct engagement with them.
• Specific objec@ves:
– Increase Instagram followers by 1,000 in 3 months.
– Increase volume of Facebook content with a call to ac@on and strong
visuals by 30% in 6 months.
– Increase direct engagement with audience by 50% in the next 6
months on Facebook and TwiKer.

11. KPIs
• Number of Instagram
followers
• Number of comments to
visitors on Facebook,
TwiKer, LinkedIn and
Instagram
• Amount of funds raised
from unique visitors
Key Messages
• Do something today, and
your show of support will
help us provide programs,
educa@on, lifesaving
research and a voice for
families to give every
baby a figh@ng chance.
• Raise awareness, share
your story, support
research

12. Online Brand Persona and Voice
Adjec@ves that
describe our brand:
• Passionate
• Caring
• Informa@ve
• Giving
When interac@ng
with customers we
are:
• Considerate
• Respecful
• Understanding
• Encouraging

13. Strategies and Tools
• Paid: Each Saturday, sponsor popular organic Instagram posts that
focus on dona@ng to maximize likes and funds.
• Owned: Encourage visitors to share pictures of their premature
newborn with a cap@on of how research has influenced their baby’s
life with the cap@on #yourmoneymaKers and feature posts on
social plaforms.
• Earned: Monitor Instagram and TwiKer for anyone that men@ons
March of Dimes. Give away 100 free t-shirts for a month to various
users to spread awareness of premature birth
• Tools
– Approved: Buffer, Hootsuite
– Rejected: N/A
– Exis@ng Subscrip@ons/Licenses: Adobe Premiere Pro, Vimeo

14. Timing and Key Dates
Holiday Dates
• Mother’s Day
• Father’s Day
• Na@onal Nurses Day
• World Prematurity Day
• Pregnancy and Infant Loss
Remembrance Day
Internal Events
• November 20, 2016:
March for Babies – Gators
March for Babies
• October 19, 2016:
Signature Chefs Auc@on,
Boca Raton
Repor@ng Dates
• Repor@ng will occur once
a quarter in February,
May, August and
November.

15. Social Media Roles and Responsibili@es
• Marke@ng Director:
Sally Walker
• Social Media Manager:
Rachel Sharp
• Social Media
Coordinator:
Jane Smith
• Suppor@ng Social Media
Team:
John Doe (social ads
support)
Robert Dash (customer
support – social media)

16. Social Media Policy
Social media is one of the main components of how March of
Dimes communicates and interacts with our audience of people
dedicated to figh@ng premature birth. All employees and
volunteers at March of Dimes are expected to uphold the
following rules and sense of e@queKe when u@lizing social
media:
• Be understanding to customer’s hardships and worries
• Be polite in all cases
• Be helpful by connec@ng visitors to relevant resources
• Be excited for the cause and show it on your personal pages as well
• Be informa@ve and extend new opportuni@es for engagement to audience

17. Cri@cal Response Plan
Scenario 1 – Offensive Facebook Post Sent from March of Dimes
Ac(on Plan
1. When Facebook post is detected:
1. Take screenshot and save to Cri@cal Response folder on Share Drive.
2. Delete post
3. Alert Rachel Sharp (Social Media Manager). If Rachel is unavailable, alert Sally Walker
(Marke@ng Director.)
2. Rachel and Sally must meet to discuss future ac@on plan, impact and reach.
3. Rachel to develop appropriate follow up Tweet, Sally to approve and provide
any further ideas for remedies.
4. If media has picked up the post, Rachel must manage all communica@on with
media outlets. If Rachel is unavailable, Sally must take up the responsibility.
5. Rachel to provide disciplinary ac@on to those responsible, if necessary.
Pre-approved messaging: No pre-approved messaging is appropriate in this
situa@on. Should be decided based on nature of the case.

18. Cri@cal Response Plan con@nued
Scenario 2 – Serious injury on loca(on at a March for Babies walk
Ac(on Plan
1. Call 9-1-1 to alert emergency authori@es
2. March of Babies on-site planning board to call emergency phone number to alert Michael
(CEO) and Sally (Marke@ng Director).
3. Rachel (Social Media Manager) and Sally (Marke@ng Director) to assess how many social
media men@ons there are of the situa@on.
4. If media has picked up the incident, Sally to manage all direct contact. Rachel is backup.
5. Michael to approve message to send on all social media outlets and to media. Rachel and
Sally will determine if further statements are necessary depending on severity of situa@on.
Pre-approved messages:
Twicer: “One walker injured at the (#(hashtag of city) @MarchForBabies walk. Emergency team
came immediately on scene and appropriate ac@on has been taken.”
Facebook: One walker was injured at the #(hashtag of city) March For Babies walk. Emergency
team responded immediately and appropriate ac@on has been taken to ensure everyone is safe.

19. Measurement and Repor@ng
Quan(ta(ve KPIs
Repor@ng Period: 3 months
Date as of January 1, 2016
Website Traffic Sources Assessment
Timeframe: Monthly average, January 2017 – March 2017
Source Volume Percentage of
Overall Traffic
Conversion Rate
TwiKer 800 unique visits
+10% growth
15% 2.1%
Facebook 1,800 unique
visits + 10%
growth
32% 1.5%
LinkedIn 300 unique visits
+5% growth
2% .04%

20. Measurement and Repor@ng
con@nued
Social Network Data
Timeframe: as of January 1, 2017
Social Network URL Follower Count Average Weekly
Ac(vity
Engagement
Rate
TwiKer hKps://
twiKer.com/
MarchofDimes
63K
+8% growth
25 posts per week
+10% increase
5%
Facebook hKps://
www.facebook.co
m/marchofdimes
650,034
+15% increase
30 posts per week
+40% increase
7%
Instagram hKps://
instagram.com/
marchofdimes
30k
+11% increase
23 posts per week
+60% increase
Average
interac@ons per
post = 620
LinkedIn hKps://
www.linkedin.com/
company/march-of-
dimes
17,024
+1-% increase
10 posts per week
+5% increase
3%

21. Social Network Data con@nued
• We have surpassed our goal of obtaining
1,000 more Instagram followers in 3 months
and engagement has increased by 60%. This is
due to heavier visual content.
• The volume of Facebook content has
increased by 40%, surpassing our goal. The
new, addi@onal content is highly personal and
elicits dona@ons.

22. Social Network Data con@nued
#YourMoneyMaKers Hashtag Performance
• Between January 1, 2017 and March 1, 2017,
the hashtag was men@oned 1,200 @mes on
Facebook and 800 @mes on Instagram.
• The 75 Facebook posts that were published
with the hashtag elicited more dona@ons and
engagement than any previous Facebook
posts due to the human-centered angle.

23. Social Network Data con@nued
Qualita(ve KPIs
Sen@ment Analysis
An analysis of the interac@ons of 100 Facebook posts, 100 Instagram posts and 100 Tweets
revealed the following:
• A large amount of users are expressing that they are excited and driven to engage with
the cause through Facebook, Tweets and Instagram posts to tell their friends to join the
fight with them by fundraising and aKending events. This is done through photos and
anecdotal posts.
• A small amount of nega@ve sen@ment was seen due to some inconvenience to the
loca@on of the March of Babies events to various rural volunteers.
Proposed Ac(on Items
• Con@nue to use the #yourmoneymaKers campaign to drive engagement and fundraising to the
cause.
• Consider hiring a team focused on directly communica@ng with social media site visitors to be
more hands-on with what maKers to them and the cause that they are figh@ng for.
• Prepare a TwiKer Chat to facilitate discussion between medical professionals, researchers,
volunteers and parents.