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Social media marketing plan

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Emma Hockey
Emma Hockey

The document provides a social media audit and strategy for ReStore Of Alachua County. It analyzes key metrics like social followers, engagement rates, and traffic sources. Objectives are to increase website visits by 30-40% in 5 months through more engaging content. Strategies include increasing posts, using hashtags, and partnering with other organizations. Roles and policies are outlined along with response plans and ongoing reporting of metrics.

Marketing
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ReStore Of Alachua County Emma Hockey October 8, 2017
Table of Contents  Executive Summary, October 2017  Social Media Audit  a. Social Media Assessment, October 1, 2017 b. Traffic Sources Assessment, January 2017 – September 2017 c. Customer Demographics Assessment d. Competitor Assessment  Social Media Objectives  Online Brand Persona and Voice  Strategies and Tools  Timing and Key Dates  Social Media Roles and Responsibilities  Social Media Policy  Critical Response Plan  Measurement and Reporting Results, January 2017- October 2017
Executive Summary  Our major social media priorities for 2017 will be growing our online following and community, bringing more awareness to the store  The primary focus will be to support revenue goals through driving more traffic to our website and social media accounts by sharing more engaging, relevant content and building deeper relationships with our customers  Three major social strategies will support this objective:  A plan to increase the volume of content we publish to our social pro les  Encourage conversations and discoverability of content  Make content where people can con connect with our mission, such as stories from consumers
Social Media Audit  The following is an audit of Habitat for Humanity ReStore’s social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.
Social Media Assessment Data as of October 1, 2017 Social Network URL Follower Count Average Weekly Activity Average Engagement Rate #interactions/re ach Twitter https://twitter.c om/ReStoreAlac hua 466,000 10 posts per week 6% Facebook https://www.fac ebook.com/Alac huaReStore.org/ 500,360 Around 7-8 posts per week 7% Pinterest https://www.pin terest.com/Alac huaReStore/ 3,000 1 board per month 1% At a present time, the highest number of interactions per post occurs on Facebook (engagement rate cannot be calculated at this time.) A smaller portion of interactions occur on Twitter and little to no interactions on Pinterest. Pinterest, and the closing of future activity on that channel should be considered moving forward.
Website Traffic Sources Assessment Timeframe: Monthly average, January 2017 to September 2017 Source Volume Percentage of Overall Traffic Conversion Rate Twitter 5,000 unique visits 20% 2.4% Facebook 7,000 unique visits 30% 3.2% Pinterest NO DATA NO DATA NO DATA Traffic summary: At present time, Facebook is by far the biggest driver of traffic to our website. The conversion rate (conversion goal= visits/store purchase) is ahead of Twitter, that is lagging behind at 2.4% due to recent inactivity. Although no direct traffic is available for Pinterest, minor social interactions occur on this network.
Audience Demographics Assessment Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 15-30 48% Male 52% Female Twitter Facebook Buy a stock of items for affordable prices, ranging from couches to bed frames, etc. Give back to the community with every purchase. 31-40 Facebook Twitter 41-50 Facebook Twitter 50-60 Facebook Twitter Survey distributed in January/February 2017 via email. Total applicant responses: 2000
Competitor Assessment Competitor Name Social Media Profile Strengths Weaknesses Goodwill TW: Goodwill Industries They post every day, and occasionally more than once on the same day. They also interact frequently with a majority of the visitors that visit their page. They post a lot of pictures of their products, which helps as well. They do not have anything on their webpage that would make them stand out or catch a person’s eye as soon as they arrive. They also are not as prominent on other social media networks as they are on Twitter. Alachua County Humane Society Thrift Shop FB: ACHSthrift They have more products to offer than ReStore, and they post a variety of pics of the products they offer. They do not have as much of a following on social media networks, and their website does not really stand out.
Social Media Objectives  In 2017, the primary focus of our social media strategy will be to increase store visitation by effectively placing engaging posts to motivate people to explore our website and come to our store.  Some specific objectives include:  - Increase visits to our website and social media accounts by 30-40% in 5 months.  -Increase hashtag use on our Twitter posts  Retweet Tweets from followers that relate to our brand.  Increase Twitter users by 500-700, aiming to have 1,000 followers  -Post things exclusively on Twitter and tell followers from our Facebook page or website to go visit and follow us so that they can learn about the information.  -Increase interactive posts on all platforms by 50% in 6 months  -Post at least twice a day  * Consider making an Instagram as well
Social Media Objectives  KPI’s  - The number of visits to the ReStore we receive during the month  Increased number of Twitter Users  Increased number of Facebook Users  If an Instagram is made, increased number of Instagram users  Key Messages  Helping your community has never been so easy  Home is the key  Shop. Donate. Volunteer.
Online Brand Persona and Voice  Adjectives that describe our brand  Organized  Helpful  Inclusive  Collaborative  When interacting with individuals (such as volunteers and customers)  Kind  Informative  Caring  Attentive
Strategies and Tools  Start the hashtag #homeisthekey and use it for all of our posts  Retweet and respond to individuals who use our hashtag  Take pictures of all of our events while using the hashtag  Partner with other organizations to help get the word out.  Hand out merchandise and pamphlets at special events with the hashtag and a key message, and put essential information on our website regarding the event location.  Tools  -Buffer -Canva (to create original posts with graphics)  -Twitter -Hootsuite
Timing and Key Dates  Thanksgiving  Christmas  Valentine’s Day  Labor Day  Carter Work Project 2017: July 9-14  World Habitat Day 2017: October 2  National Build Week 2017: April 2-8  Reporting Dates- occurring once a month.  -Precise Dates to be announced
Social Media Roles and Responsibilities  Marketing Director- Shira Martin  Social Media Manager- Jonathan Pryce  Social Media Coordinator- Ava Park  Website Specialist- David Goldstein
Social Media Policies  Social media is meant to spread the word and connect with the masses. It is also meant to be used for the purpose of having fun and reflecting on all that we have accomplished. However, through this we must make sure that we are professional and respectful at all times. Make sure when communicating on any of our social channels that you follow these guidelines.  - Answer all questions effectively  -Never be inappropriate  For example, no Cursing, insulting people  -Ask questions if your unsure of how to answer someone  Be mindful of the things you post and make sure that it won’t be taken offensively  We are here for our audience, so it is essential to ask questions
Critical Response Plan Scenario 1: Money that is told of being donated for a good cause is suspect of being taken for personal use Have Johnathan assure everyone on all social media channels that the situation is being looked into. Have Johnathan notify individuals on how much money was used and what the money went toward so that they can be assured that no money was taken for one’s personal use. Have Johnathan apologize for the confusion and restate that we have an honest organization with a good well-being. Preapproved message: I apologize for any confusion, but be rest assured that we are an organization that is focused on the well-being of our customers and doing good. We would never lose risking your trust and loyalty.
Critical Response Plan Scenario 2: Your website gets hacked  David to alert Johnathan.  Have Johnathan inform everyone on all social media channels that everything is under control and the situation is being looked into.  Assure everyone that no personal information of any individual will be released.  Keep everyone updated so that they of aware of what is going on as changes are made.  Apologize for the occurrence of the situation, and assure everyone that they can still trust the organization and that steps are currently being taken so that this won’t happen again.
Measurement and Reporting Source Volume Percentage of Overall Traffic Conversion Rate Twitter 500,000 +10% increase 25% 3.2% Facebook 600,000 +10% increase 35% 4.2% Instagram (new account) 1,000 +5% increase 10% 2.0%
Measurement and Reporting Social Network URL Follower Count Average Weekly Engagement Average Engagement Rate Twitter https://twitter .com/ReStoreA lachua 550,000 20 posts per week 11% Facebook https://www.f acebook.com/ AlachuaReStore .org/ 580,600 15 posts per week 13% Instagram https://www.i nstagram.com/ habitatforhuma nity/?hl=en 49,000 5 posts per week 9%
Measuring and Reporting (cont.)  #homeisthekey Hashtag performance rate  - This could potentially cause an increase in traffic performance by 20-30%  Caused a 5-10% increase in likes on newly made Instagram page  Led to an increase in shoppers by 15-20%  KPIS  Doubling posts led to us gaining more followers and subscribers from all social media networks  We increased our interactions with users and ultimately ended up bringing more traffic to our websites  An increase in followers caused increased traffic to our website by 20%  Posts about where the monetary proceeds go to has increased traffic to our website by 7%
Marketing and Reporting  Proposed Action Items  - Continue #homeisthekey campaign  -Continue to post exclusive events, such as sales events, on our website so that people continue to visit.  - Continue to post stories about families and people that were given help from the money that was donated when a customer made a purchase at the ReStore.

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Social media marketing plan

  • 1. ReStore Of Alachua County Emma Hockey October 8, 2017
  • 2. Table of Contents  Executive Summary, October 2017  Social Media Audit  a. Social Media Assessment, October 1, 2017 b. Traffic Sources Assessment, January 2017 – September 2017 c. Customer Demographics Assessment d. Competitor Assessment  Social Media Objectives  Online Brand Persona and Voice  Strategies and Tools  Timing and Key Dates  Social Media Roles and Responsibilities  Social Media Policy  Critical Response Plan  Measurement and Reporting Results, January 2017- October 2017
  • 3. Executive Summary  Our major social media priorities for 2017 will be growing our online following and community, bringing more awareness to the store  The primary focus will be to support revenue goals through driving more traffic to our website and social media accounts by sharing more engaging, relevant content and building deeper relationships with our customers  Three major social strategies will support this objective:  A plan to increase the volume of content we publish to our social pro les  Encourage conversations and discoverability of content  Make content where people can con connect with our mission, such as stories from consumers
  • 4. Social Media Audit  The following is an audit of Habitat for Humanity ReStore’s social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.
  • 5. Social Media Assessment Data as of October 1, 2017 Social Network URL Follower Count Average Weekly Activity Average Engagement Rate #interactions/re ach Twitter https://twitter.c om/ReStoreAlac hua 466,000 10 posts per week 6% Facebook https://www.fac ebook.com/Alac huaReStore.org/ 500,360 Around 7-8 posts per week 7% Pinterest https://www.pin terest.com/Alac huaReStore/ 3,000 1 board per month 1% At a present time, the highest number of interactions per post occurs on Facebook (engagement rate cannot be calculated at this time.) A smaller portion of interactions occur on Twitter and little to no interactions on Pinterest. Pinterest, and the closing of future activity on that channel should be considered moving forward.
  • 6. Website Traffic Sources Assessment Timeframe: Monthly average, January 2017 to September 2017 Source Volume Percentage of Overall Traffic Conversion Rate Twitter 5,000 unique visits 20% 2.4% Facebook 7,000 unique visits 30% 3.2% Pinterest NO DATA NO DATA NO DATA Traffic summary: At present time, Facebook is by far the biggest driver of traffic to our website. The conversion rate (conversion goal= visits/store purchase) is ahead of Twitter, that is lagging behind at 2.4% due to recent inactivity. Although no direct traffic is available for Pinterest, minor social interactions occur on this network.
  • 7. Audience Demographics Assessment Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 15-30 48% Male 52% Female Twitter Facebook Buy a stock of items for affordable prices, ranging from couches to bed frames, etc. Give back to the community with every purchase. 31-40 Facebook Twitter 41-50 Facebook Twitter 50-60 Facebook Twitter Survey distributed in January/February 2017 via email. Total applicant responses: 2000
  • 8. Competitor Assessment Competitor Name Social Media Profile Strengths Weaknesses Goodwill TW: Goodwill Industries They post every day, and occasionally more than once on the same day. They also interact frequently with a majority of the visitors that visit their page. They post a lot of pictures of their products, which helps as well. They do not have anything on their webpage that would make them stand out or catch a person’s eye as soon as they arrive. They also are not as prominent on other social media networks as they are on Twitter. Alachua County Humane Society Thrift Shop FB: ACHSthrift They have more products to offer than ReStore, and they post a variety of pics of the products they offer. They do not have as much of a following on social media networks, and their website does not really stand out.
  • 9. Social Media Objectives  In 2017, the primary focus of our social media strategy will be to increase store visitation by effectively placing engaging posts to motivate people to explore our website and come to our store.  Some specific objectives include:  - Increase visits to our website and social media accounts by 30-40% in 5 months.  -Increase hashtag use on our Twitter posts  Retweet Tweets from followers that relate to our brand.  Increase Twitter users by 500-700, aiming to have 1,000 followers  -Post things exclusively on Twitter and tell followers from our Facebook page or website to go visit and follow us so that they can learn about the information.  -Increase interactive posts on all platforms by 50% in 6 months  -Post at least twice a day  * Consider making an Instagram as well
  • 10. Social Media Objectives  KPI’s  - The number of visits to the ReStore we receive during the month  Increased number of Twitter Users  Increased number of Facebook Users  If an Instagram is made, increased number of Instagram users  Key Messages  Helping your community has never been so easy  Home is the key  Shop. Donate. Volunteer.
  • 11. Online Brand Persona and Voice  Adjectives that describe our brand  Organized  Helpful  Inclusive  Collaborative  When interacting with individuals (such as volunteers and customers)  Kind  Informative  Caring  Attentive
  • 12. Strategies and Tools  Start the hashtag #homeisthekey and use it for all of our posts  Retweet and respond to individuals who use our hashtag  Take pictures of all of our events while using the hashtag  Partner with other organizations to help get the word out.  Hand out merchandise and pamphlets at special events with the hashtag and a key message, and put essential information on our website regarding the event location.  Tools  -Buffer -Canva (to create original posts with graphics)  -Twitter -Hootsuite
  • 13. Timing and Key Dates  Thanksgiving  Christmas  Valentine’s Day  Labor Day  Carter Work Project 2017: July 9-14  World Habitat Day 2017: October 2  National Build Week 2017: April 2-8  Reporting Dates- occurring once a month.  -Precise Dates to be announced
  • 14. Social Media Roles and Responsibilities  Marketing Director- Shira Martin  Social Media Manager- Jonathan Pryce  Social Media Coordinator- Ava Park  Website Specialist- David Goldstein
  • 15. Social Media Policies  Social media is meant to spread the word and connect with the masses. It is also meant to be used for the purpose of having fun and reflecting on all that we have accomplished. However, through this we must make sure that we are professional and respectful at all times. Make sure when communicating on any of our social channels that you follow these guidelines.  - Answer all questions effectively  -Never be inappropriate  For example, no Cursing, insulting people  -Ask questions if your unsure of how to answer someone  Be mindful of the things you post and make sure that it won’t be taken offensively  We are here for our audience, so it is essential to ask questions
  • 16. Critical Response Plan Scenario 1: Money that is told of being donated for a good cause is suspect of being taken for personal use Have Johnathan assure everyone on all social media channels that the situation is being looked into. Have Johnathan notify individuals on how much money was used and what the money went toward so that they can be assured that no money was taken for one’s personal use. Have Johnathan apologize for the confusion and restate that we have an honest organization with a good well-being. Preapproved message: I apologize for any confusion, but be rest assured that we are an organization that is focused on the well-being of our customers and doing good. We would never lose risking your trust and loyalty.
  • 17. Critical Response Plan Scenario 2: Your website gets hacked  David to alert Johnathan.  Have Johnathan inform everyone on all social media channels that everything is under control and the situation is being looked into.  Assure everyone that no personal information of any individual will be released.  Keep everyone updated so that they of aware of what is going on as changes are made.  Apologize for the occurrence of the situation, and assure everyone that they can still trust the organization and that steps are currently being taken so that this won’t happen again.
  • 18. Measurement and Reporting Source Volume Percentage of Overall Traffic Conversion Rate Twitter 500,000 +10% increase 25% 3.2% Facebook 600,000 +10% increase 35% 4.2% Instagram (new account) 1,000 +5% increase 10% 2.0%
  • 19. Measurement and Reporting Social Network URL Follower Count Average Weekly Engagement Average Engagement Rate Twitter https://twitter .com/ReStoreA lachua 550,000 20 posts per week 11% Facebook https://www.f acebook.com/ AlachuaReStore .org/ 580,600 15 posts per week 13% Instagram https://www.i nstagram.com/ habitatforhuma nity/?hl=en 49,000 5 posts per week 9%
  • 20. Measuring and Reporting (cont.)  #homeisthekey Hashtag performance rate  - This could potentially cause an increase in traffic performance by 20-30%  Caused a 5-10% increase in likes on newly made Instagram page  Led to an increase in shoppers by 15-20%  KPIS  Doubling posts led to us gaining more followers and subscribers from all social media networks  We increased our interactions with users and ultimately ended up bringing more traffic to our websites  An increase in followers caused increased traffic to our website by 20%  Posts about where the monetary proceeds go to has increased traffic to our website by 7%
  • 21. Marketing and Reporting  Proposed Action Items  - Continue #homeisthekey campaign  -Continue to post exclusive events, such as sales events, on our website so that people continue to visit.  - Continue to post stories about families and people that were given help from the money that was donated when a customer made a purchase at the ReStore.