This document summarizes a social media project for Flowers4aChange, a company that sells handmade duck tape flower pens to raise funds for juvenile diabetes research. The project involved setting up social media accounts on Facebook, Twitter, Pinterest and other platforms to increase awareness of type 1 diabetes, promote the company's cause, and raise $20,000 annually for research. Metrics and targets were established and an implementation plan developed to integrate social media with the company's existing website.

1. Final Social Media Project
Tom Walker
Sandra D’Pablos
LFGSM October 2012

2.  Company opened by Rosina Walker in Jan-2012
 Make a Difference & Raise Awareness for Juvenile
Diabetes
 Donate to JDRF (Juvenile Diabetes Research
Foundation) thru sales of home-made duck tape
flower pens
 Actively engage on JDRF activities (Sport
activities, fund raisers) and share with
community, family, friends and clients to promote
her cause
 Show appreciation for company Sponsors who
advertise/sell Rosina Pens

3.  Flowers4aChange has a website that is used to
sell Rosina’s flowers http://www.flowers4achange.com
 The Site also contains Rosina’s story and a
Guestbook tab

4. We needed to:
 Understand what Rosina wants for her
business
 Discuss SM strategy proposal
 Discuss what Tools we Recommend and Why
 Discuss how to leverage existing Website to
integrate SM programs already in use
 Get commitment from Rosina for sustainment
of SM tools
 Identify metrics and targets for the strategy

5.  Increase Awareness of Type 1 Diabetes (T1D)
 Increase Funds raised – Target $20K per year
 Make Connections - Who to follow
 Celebrities
 JDRF
 Other associations and advocates
 ThruSM provide support to other newly
diagnosed children with T1D

6.  A comprehensive Social Media Plan tailored
to Flowers4aChange organization
 Account setup for:
 Consistent branding and awareness across SM
areas
 Baseline website metrics and measure
growth after launch
 Set initial SM metric targets and monitor
progress
 Integrate current Website with SM tools

7. SM Tools Discussions / Pros / Cons
Twitter • Explained basics
• Confirm this will be used
Facebook • Easier to use
• Many JDRF pages
• Separate from personal
Blogger • Next step due to maintenance needs and informational needs
• Join existing blogs within JDRF and other advocates
Google+ • Use only for SM planning
• Too complicated and not a lot of awareness
Pinterest • Create images to tell the story
• Not a lot of work
• Awareness mostly with women and link with Twitter and
Facebook
YouTube • Use to make videos and post to JDRF Channel
• Will not make her own channel
LinkedIn • Make a profile
• Not be proactive
• React link requests

8. Knowing – Doing Gap
Awareness Interest Appr./Trial Adoption
• Met with Rosina face to • Did Google Hangout • Designed Facebook
face between Tom, Sandra • Rosina is fully
Logo
• Explained each SM tool and Rosina committed to
• Created Facebook
and its benefits • Engage her in the promote her
account linked
• Provided context for creation of her Flowers4aChange
with her Website
workload/commitment cause thru SM tools
• Rosina to create
for each SM tool Video to use in
• Who are Rosina’s Facebook and
customers & would SM other SM places
be a benifit

9.  Review Current Business Metrics
 Websites Requests
 Pens Sales by month
 Donations by month
 Set Targets
Item Actual Target
# of website visits 133 (in Oct) 200 per month
Likes NA 20 per month
Donations YTD $3K $20K per year
Sponsors 6 10 to 15 locations

10.  Before the project Dec 2011 – Sept 2012
 Dec 2011 Business Idea
 Jan 2012 Launch Website and e-commerce
 May – Sept 2012 Six Sponsor placements
 During the project Sept – Oct 2012
 Completed SM account setups
 Initial FB page design
 Strategic SM Planning
 Launch FB, Record YouTube Video, Create LinkedIn Account
 Use Google+ Hangout for presentation
 Future Milestones Nov 2012 and on…
 Launch Twitter and Pinterest – Nov 2012
 Integrate SM Tools to Website - Nov 2012
 Create Calendar of Events in FB - Nov 2012
 Add e-Commerce functionality to FB page - Dec 2012
 Tie Sponsor SM sites to Flowers4achange SM sites – Jan 2013
 Monitor progress and adjust as appropriately – Monthly
 Continue to investigate other SM tools (i.e. Google+, FourSquare, etc)

12.  What Worked
 Follow Innovation Mapping Adoption model:
 Awareness, Interest, Trial and Adoption
 Starting with an active web based business model
 Knowing the client and cause
 Client had SM experience
 What Didn’t Work
 Compressed Time Line
 Unknown as full launch not complete

13.  Future clients would require greater
investigation and research
 Tie SM Launch to New Strategic Business Plan
such as next generation product or sales
campaign
 Involve Sponsors in SM planning earlier
 Create digital media prior to launches