Urban creeks presentation

UCC SOCIAL MEDIA
STRATEGY

Sunday, December 29, 13

Agenda
The Ask
What we will do?

Audience
Who are they?
Where do they get their information?
Why do they share information?

Social Media Audit
Facebook
Twitter

Recommendations
Best in class examples


THE ASK


The ask
Help UCC to understand better how to
maximize the contributions of social media to
achieve their outreach goals.


What we will do?
We will Sharpen, update and professionalize
UCC social media image by doing a social media
audit and give recommendations for their
Twitter and Facebook pages.


AUDIENCE


Who are they?
Environmental Enthusiast from 35 - 44 that live
in the East Bay and north bay Area. They are
part of ecologic groups in their city and do
weekly outdoor activities. They are animal
friendly and they use Social Media to share
things, support causes and to be aware of
important things in their friend circle.They are
interested in learning, traveling and Family.


Where do they get their information?
They use Facebook to follow local projects or
eco websites. They like to attend to events that
are shared on this Fan pages. They are also part
of Facebook groups to support or help in a
cause or project.


Why do they share information?
Sharing is Caring
The common thread of why people share is to strengthen or shape a relationship
with other people.

•94% of the people who share consider whether or not the content will be useful
to the recipient.

•70% of people said the content they share represents who
they are and what they care about.

•78% share because it lets them stay connected to people they may not
otherwise stay in touch with.

•84% share because it is a way to support causes or issues they
care about.

(source: “The Psychology of Sharing,”)

Why do they share?
Examples
Supporting a cause and content they care about.


UCC SOCIAL OVERVIEW


Facebook


Facebook
COVER

The image has some
relation to what the
brand is about,
but we could use
this space to have a
bigger impact in our
users.


Facebook
COVER

The image has some
brand is about,
but we could use
users.

POPULARITY
As of December, 5, Urban Creeks
has 183 Likes.
Only 1 person talking about this
which is something low consider the
amount of likes they have.


Facebook
COVER

The image has some
brand is about,
but we could use
users.

POPULARITY
As of December, 5, Urban Creeks
has 183 Likes.
Only 1 person talking about this
which is something low consider the
amount of likes they have.


BUTTONS

Photos, Likes and notes.
Very few tabs and not interesting enough.

Facebook
FREQUENCY

Posts are not frequent
There is two much time gap
between posts


Facebook
FREQUENCY

Posts are not frequent
There is two much time gap
between posts

POSTS
Currently the majority of UCC
Facebook posts are posted
directly from twitter.
Post should be tailored to each
individual channel.


Twitter


Twitter

BACKGROUND
Background has no brand
personality.
The look has not an impact on
users


Twitter

BACKGROUND
Background has no brand
personality.
The look has not an impact on
users

POPULARITY
Good amount of follows but low amount
of followers.
Tweets are very low.
They follow mostly organizations and
News twitters.
There follow very few bay area persons.


Twitter
FREQUENCY

Tweets are very infrecuent.
Twitter is not used very regularly.


Twitter
FREQUENCY

Tweets are very infrecuent.
Twitter is not used very regularly.

TYPES
Hashtags used consistently, but
hashtag is very generic.
Topics are not Frequently discussed.


RECOMMENDATIONS


Engage people with questions
Starting conversation with your followers by asking them questions is a great way to
make them interact with your organization. This will also make them get more
interest for issues that are important in your organization.

Examples
Oceana Starts conversation with a trivia
question about what is killing whales?


The Breast cancer ask people to see
images and share which one they is their
favorite.

Post regularly to build and nourish your
relationship
All relationships need constant nourishment. Information should be frequent. Having a
schedule for your post will make the conversations alive between you and your
followers.

Examples
Invisible children various and continued
tweets in one day.


Time your content
Create calendars that that shows what are you going to say and when you are going
to say . Also create content that is time relevant.

Examples
St Jude Children Hospital share content
that is relevant to the season.


You can schedule your posts by date and
time in your Facebook Fan page.

Let people know how they can help
Let people know what they are here for. Sometimes they just need a little reminder
and encouragement. Guide them into that direction, even if you need to tell them
exactly what to do.

Examples
Greenpace asking to help them saves
Santa’s Home and giving them a link.


Charity Water encouraging people to
start a campaign by giving them a link and
explaining them how.

Add a Donate Button
UCC has a donation option on their website but not on Facebook. Adding a donate
button to Facebook it’s very easy and it cant hurt to remind visitors that they can
donate anytime.

Examples
Greenpace has a donate button for
speciﬁc causes.


Adding buttons is easy
So lets add some more to keep it interesting. Buttons are useful for setting apart
important information that doesn’t change regularly. Content in buttons are more
easily accessible and don’t get lost in the feed.

Examples
St Jude Children Hospital meet our
Partners and holiday Gifts buttons.


Red has an events button tab that show
upcoming events and locations. Adding a
events & announcements tab would help
people know when and where they can
be part of a restoration project or a
UCC event.

Create magnetic content
People love to share beautiful photos, heartfelt stories, current events and to show
support for a cause. Create content that inspire people, content that is brand
relevant, that represent who they are and that tells a story.

Examples
Charity Water beautiful photos that
speak for itself.
Stand up to cancer heart feeling story,
which is relevant to the brand, its
inspiring and tells a story.


Inspire your fans visually
Images can inspire and move viewers to take action. Users like to visit places that are
informational and visually appealing.

Examples
Unicef use background images to have an
emotional connection with the user. This
also help showing what your organization
is about.


A great way to increase engagement is to
increase changing out your Facebook page
cover. By doing this you will be found and
seen in the news feed, You can Add
information that is current. Educate your fans
on current news. And keep it fresh, active and
make users wanting to come back. Unicef
changes their cover photo at least once a
month.

Use Twitter and Facebook for different things
Twitter could be used as the place were they have more opportunities to network.
They can connect with other organizations with similar interest and is also a great
place to reach people that are not aware of them. Facebook is more of a place for
volunteers and individuals that are already involved with UCC in any way.
Post can contain similar information but most of the time, it should be different from
one another.

Examples
Amnesty international connects with
politicians and other important people
that in other channels would be
impossible to reach.


NEXT STEPS
-Start making changes on Facebook and Twitter pages based on the
recommendations - January 1, 2014.
-Create a calendar with: Weekly Posts, Monthly cover picture change, Events,
Important dates that need to be aware of - January 15, 2014.
-Add Facebook and Twitter icons to your WP site. January 20, 2014.
-Start using Facebook and Twitter and compare results each month with
Facebook and twitter Metrics. January 25, 2014.


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