Social Media Strategy: Summer 2015
Social Media is our key to success
1Billion
2+ Billion Uses Google’s +1 button each day
people actively use Facebook every month
5 Million
500,000
3,600 hour
people use Twitter every month
Photos are uploaded to Instagram every hour
of video are uploaded to YouTube every hour
Agenda • • • • • •
Identify Business Goals Set Marketing Objectives Identify Ideal Customers Research Competition Choose Channels and Tactics Create Content Strategy
The American Dream: The opportunity for prosperity and success, and an upward social mobility for the family and children, achieved through hard work in a society with few barriers
Identifying Business Goals
What do you want to use social media for? • To drive traffic to the website • Gain exposure • Interact with audience
Set Marketing Objectives Get SMART
• • • • •
Specific Measureable Attainable Relevant Timely
Set Marketing Objectives Get SPECIFIC
• Who will be involved in reaching this goal? • What is it that we want accomplish? • Where: what is the venue for accomplishing this goal? • When: what is the timeframe for reaching this goal? • Why: why do we have to accomplish this goal? • Which: any requirements and constraints?
Set Marketing Objectives Get MEASUREABLE • Compare followers • Compare total reach • Compare total engagement
Set Marketing Objectives Get ATTAINABLE •
Increase number of posts per week –
Roughly 4-6 posts per week
Set Marketing Objectives Get Relevant Posts includes news, articles, photos/videos of Christopher House, Early Childhood, Chicago Public Schools, etc.
Set Marketing Objectives Get TIMELY • Deadline: End of August • How much has the statistics improved? *June 2015 in comparison to July 2015
Identify Ideal Customers • • •
Donors Women in the Chicagoland area Active on Social Media
Research Competition • What do they post? • How often do they post? • What are their strengths and weaknesses? • What are our strength and weaknesses compared to them? • How can we capitalize on them?
Choose Channels & Tactics Largest social media platform in the world
More than one billion people like and comment an average of 3.2 billion times every day on Facebook
Create a Content Strategy • Content Categories and Types o What do they want to see? What do they want to learn? o Provide them with interesting content
• Posting Frequency o Consistency is key o Weekly hashtags • #arteducation, #throwbackthursday, #transformationtuesday, etc. • Personalized Christopher House hashtag
• Editorial Calendar Build and Develop Your Social Media: 80% of your activity is being “friendly” through comments, shares, etc. 20% is your chance to add new content
Editorial Calendar