SOAR Social Media StrategyApril 12, 2012

Why Social Media?

Social media brings dialogues, interactions and interconnectedness to a new level. By applying a strategic approach to SOAR’s social media campaign, we can engage and

interact with a broad audience in the Streeterville community.

SOAR Social Media Objectives:• Attract new members and maintain existing members • Publicize events and accomplishments• Increase attendance at SOAR meetings and events• Increase engagement with existing SOAR members, in order to avoid 10% yearly

fall out

SOAR Current State

Twitter68 Followers132 Tweets

Last Tweet: 9/8/11

FacebookStreeterfest FB Page

NewsletterEmailed monthly

Great information!

Linked In7 Followers

Evaluation Criteria

We can evaluate our Social Media strategy based on five criteria:Criteria Supporting Questions How Does SOAR

Rank?Locatable How easy is it to find your Social Media capabilities?

Does your website have a Social Media page?Do you show Social Media brands on your website for quick reference?

Integrated Are you using off-board social channels and on-board social capabilities? Do you cross-reference them? Do they compliment each other?Do you embed social content within your .com and/or social channels?

Segmented Are you segmenting your channels?How are you segmenting?Do you segment across more than one channel?

Incentive Are you encouraging users to “like” your Facebook page?How innovative are your incentives? How meaningful? Do you use social media to incent customers to buy?

Interactive Do you know what people are saying about your brand?Are you responding? Quickly? Are you personalizing the response? Do you keep your followers/friends engaged?Have you retired inactive accounts?

Estimated Capability Leading Above Average Baseline Poor Non-existent

Improvement Opportunities and Priority

Based on the evaluation criteria, we identified improvement opportunities and prioritized based on benefit and effort.

Benefit

Effort

HighLow Med

Highly desirable

Potentially desirable

Leastdesirable

Quickhits

High

Low

Med

Initial Recommendations

1. Build out Facebook group.2. Build out LinkedIn group.3. Include Facebook and LinkedIn icons on

website.4. Respond quickly to users.5. Encourage users to “like” our Facebook page.6. Create incentives for interaction with Social

Media channels.7. Retire inactive accounts in a timely manner.8. Integrate social media channels with each

other.9. Segment the channels.

1

7

46

5

9

83

2

SOAR Future State

Twitter

• Tweet daily about SOAR and Streeterville events, deals, meetings, neighborhood information

• Increase number of followers to 500

• Incentivize people to retweet by tying in deals

• Tweet newsletter content, in addition to email

• Frequently mention local restaurants, businesses, and organizations to increase awareness

Facebook

• Create SOAR facebook page• Increase number of ‘likes’ to

200• Incentivize people to ‘like’

our group by tying in deals and publicizing events

• Create posts about newsletter content and events

• Frequently tag local restaurants, businesses, and organizations to increase awareness

LinkedIn

• Increase number of followers to 50

• Utilize LinkedIn as networking driver of SOAR

In the future state, SOAR’s social media will be interactive and engaging. It will become a tool for the SOAR committees to utilize to publicize events, drive membership, and

negotiate deals with local businesses.

High Level Timeline and Path to Future State

April May June

ActivityWeek of 4/16/12

Week of 4/23/12

Week of 4/30/12

Week of 5/7/12

Week of 5/14/12

Week of 5/21/12

Week of 5/28/12

Week of 6/4/12

Week of 6/11/12

Week of 6/18/12

Week of 6/25/12

Twitter

Get access to account

Begin tweeting based on Newsletter

Interface with other areas for tweeting

Begin to incentivize people to retweet

Facebook

Create SOAR Facebook page

Begin updating based on Newsletter

Interface with other areas for updates

Begin to incentivize people to "like"

LinkedIn

Update LinkedIn page

Build out LinkedIn strategy

Open Questions and Next Steps

Open Questions:• Who do we interface with about SOAR events?• Do we only want to promote SOAR events? • Who currently manages our Twitter account?• What are the demographics of our current members?

Next Steps:• Determine upcoming SOAR and Streeterville events and openings• Determine Twitter responsibility, tweets, and begin tweeting daily• Create Facebook page• Update LinkedIn group• Refine social media strategy based on demographic data and response• Continue to build out detailed timeline