Social Media Strategy

Onur Baspinar

Nancy Flanagan Blumenfeld

Jennifer Juckett

Alan Melgarejo

May Nakamura

Barbara Zubillaga

March 2010

Content

I. Introduction Issues

Goals

II. Proposal People

Objectives Strategy

Technology

2

Issues

Low engagement of fans

Flat membership growth

Uniform membership base

Strict Unit regulations

Limited response to some events

Limited resources (1 staff)

Social media strategy will depend exclusively on volunteers

No budget this year

Privacy concerns

3

Goals

Increase and diversify membership base

Identify new forms of collaborating with Aux that require lower levels of commitment than the traditional Units

Keep new members engaged

Increase support from corporations and businesses

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Proposal

Our proposal includes recommendations to increase and diversify the membership base through Social Media by targeting young men and women

We will take the following steps:

People Objectives Strategy Technology

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People 25 to 35 years old

College educated

Some will have small children

White-collar professionals with executive and managerial jobs and upper-middle-class incomes, busy lives

Their nexus translates into large outlays for child-centered products and services

Fans of technology, financial products, exercise, and travel, tend to frequent the arts, shop at exclusive retailers and drive imported cars

Looking for flexible and relaxed ways of engaging in philanthropy, not so much time commitment. Traditional Units are not too appealing as they have too many rules and regulations

P O S T 6

Social Technographics Profiles

P O S T

Spectators 80% Read consumer social content

Joiners 70% Visit and maintain a profile on

a social networking website

Critics 46% Post comments, write

reviews

Source: Forrester Research's North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US), 4,766 respondents

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Technographics

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Creators

Critics

Collectors

Joiners

Spectators

Inactives

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People

Some places where you might find people in this segment: VAVI (www.govavi.com)

Stay Classy (www.stayclassy.org) Volunteers of America Southwest California (www.voa.org)

Society of Young Philanthropists (www.philanthropysociety.org)

P O S T 9

Objectives

Listen

Talk

Energize Support

Embrace

P O S T 10

Listen

Obtain feedback/insights about how they would want to engage with RCHA

1. Develop short surveys for Facebook 2. Constantly read your friends and followers comments,

posts, etc

3. Read similar blogs and tweets

4. Track online influence (ex. www.tweetfeel.com)

Listen

Talk

Energize Support

Embrace

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Talk

Increase awareness and spread the word about: What RCH does: the great work they do for children

Why engage: what are the “benefits” of helping RCH: make a difference, save lives, feel good, friendship/camaraderie, have fun

How to engage: o Membership program or gift club

o Online fundraising campaigns (ex. Facebook causes, ChipIn)

o Social events targeted to young people

o Ambassadors of Rady CH

Listen

Talk

Energize Support

Embrace

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Energize

Listen

Talk

Energize Support

Embrace

Help your biggest fans to spread the word for you (evangelize). We recommend the creation of an Ambassador for RCHA

Motivator:

- Get to know people with the same interest

- Make the resume look better

- Feel good to help people

- Have fun

Responsibilities:

- Plan, manage and host offline events

- Invite people through Facebook and Stay Classy

- Make them feel welcomed at the event

- Thank you note after the event

- Follow up to move attendees to a higher level of engagement

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Strategy

We recommend RCH Auxiliary to focus on 2 strategic lines to achieve the goal of increasing and diversifying member base:

Build awareness of Rady CH and its work among target audience

Help existing member/volunteer base carry messages to others

P O S T 14

Technologies

P O S T

Technologies – Summary (I)

P O S T

Tools Why?

Facebook • 70% of target audience have joined a SN (Joiners) • Allows to talk (spread the word), listen (obtain insights) and interact with target audience (create community)

Stay Classy • Stay Classy members are a diverse group of young individuals who share a passion for the nonprofit sector • Over 30,000 members in San Diego alone • Helps charities fundraise, organize events, and make sense of their social media, to reach a younger demographic • San Diego’s leading philanthropic social network for target population (age 21-35)

Blog • 80% of target audience consume blogs, watch videos, read reviews (Spectators) • 46% of target audience post comments, write reviews (Critics) • Allows to talk (spread the word), listen (obtain insights) and interact with target audience (create community)

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Technologies - Summary (II)

P O S T

Tools Why?

YouTube •More than 6 billion videos. It is estimated that 20 hours of new videos are uploaded to the site every minute •Allows to increase awareness and engagement by sharing videos

Flickr • Has more than 10 million accounts, 36% of which are from people 18-34 years old • Allows to increase awareness and engagement by sharing photos

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Facebook – Add a Fan Page

P O S T 18

Facebook – Keep the Group!

Groups connect Fans with similar interests

Geographically Interest Age Group

Local Auxiliary

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Fan Page - WHY

Outreach and info sharing o Current and Potential supporters and donors

Pages are indexed by Google o (Groups are not)

Open to more people Less like a private club More opportunity for awareness

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Success Stories

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This Page is a resource for non-profits and other organizations for social good. Facebook built it to help you harness the power of Facebook and bring positive change to the world. USE IT!

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Facebook Fan Page - CONNECT

Use “Favorite Pages” to connect with Rady Hospital’s other pages and similar causes

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Fan Page – ADD APPS

At minimum:

1. Photos

2. YouTube Box/Videos

3. Events

Recommended:

1. Causes app

2. Customize Landing Tab for new visitors

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Fan Page - EVENTS

Invite Fans

Fans Spread Word

Add photos

Send Thank You

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Add CAUSES app

Become a Non-profit Partner – FREE

Offers special tools for spreading awareness building community

fundraising

circulating petitions And promoting other action

Add to your Fan Page

Learn how to use Causes here

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Measure Engagement - Insights

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StayClassy.org

P O S T

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Stay Classy

StayClassy.org is Social Network designed to help nonprofits o Receive donations

o Organize Events

o Streamline your Social Media

Mission

To revolutionize fundraising by connecting people to nonprofit organizations based on the causes that they care about by providing non profits with powerful, yet easy-to-use, online tools to help them fundraise, organize events, make sense of their social media, and engage a younger demographic.

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Benefits

Niche social network where members make an active choice to join based on philanthropic interest

New Website designed because nonprofits cannot afford expensive software & training

Free tools to develop your Social Media Identity

Track responses – how many people view your profile page and where they come from

Charity Profile

Online donations

Track communication with donors

View donor contact information

Identify donor demographics & locations

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Benefits

Event support Free & easy tools for posting , tracking, analyzing your

events Online ticket sales The only place on the web where you can add a charitable

donation (%) into every online ticket you sell Event Planners outreach program Promotion & Exposure through Partnerships

Impressive highlights In 2008 alone, contribute more than 2,500 hours of

volunteer service The first year, Stay Classy raised $4,000 for the American

Cancer Society

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Testimonial

"Standup for Kids Oceanside has already had new supporters calling and emailing, finding out what they can do to help us! We have had volunteer requests, clothing donations and just interest in general on what we are doing here at StandUp. So THANK YOU from the bottom of my heart ”

Kim Goodeve, Director of Center Operations Standup For Kids, Oceanside Chapter

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Welcome to Stay Classy

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Develop your Social Media Identity

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Online awareness - Offline events

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Positioning and simplicity make it an ideal choice

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So, how cheap is StayClassy?

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Blog

P O S T

Blog with a purpose…

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Blog

We recommend the Aux to create a Blog by following these steps:

1. Determine the goals to stay focused: increase awareness of Rady CH and bring in new members to the Auxiliary

2. Identify a blogger(s) among Foundation and Auxiliary volunteers. Develop a recognition plan for blogger

3. Write guidelines to protect confidentiality of patients and staff and to project a positive image of the Hospital

4. Develop an editorial process, but don’t make it too constrictive

5. Listen to what is being talked about in other similar blogs

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Blog

6. Prominently place links to the places in RCH and Foundation Web sites on how to become a volunteer or make a donation

7. Make sure you encourage activity and interaction for community building and feedback/insights

Periodically post a short survey with 3-5 questions Allow people to leave comments Insert a chat or a blog community

8. Make it an objective to answer or address some comments and questions left by readers

9. Place links to interesting and useful kid’s health articles and information or other Web sites (ex. Rady Children’s Specialists of San Diego)

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Blog

10. Explore the possibility of starting an on-line fundraising campaign (ex. ChipIn). Some advantages are: it lets you set up a different campaign page, you can post videos, comments by donators can be displayed, badge is viral (you can take it to other blogs)

11. Develop a Marketing Plan for the Blog: o Continually participate and post comments in other popular

blogs with similar target audiences to increase traffic

o Include it prominently in Web sites, Facebook, MySpace, and all printed communications, including business cards

o Occasionally Include link to Blog in tweets

o Include subscription with RSS and via e-mail

o Make sure you can track all activity and review statistics periodically

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YouTube

P O S T

One of the most popular Social Media. The number of visitors increased from 75 million to 110 million just last year.

P O S T

Create a YouTube channel for the Hospital, the Foundation and the Auxiliary and post and tag all videos

We recommend purchasing a Flip Video camcorder ($150) (www.theflip.com). Have volunteers and Unit members shoot videos that are short (about 2 minutes) and have a theme. Recommended themes:

o Chidren’s/families’ stories

o Volunteer experiences. These can also be themed according to the different “benefits” of contributing with the Hospital (feeling good, saving lifes near you, friendship/camaraderie, having fun)

Videos should allow people to interact:

o Direct viewers to Web sites, Blog, Facebook, Flickr

o Allow sharing and reviewing of videos

Use Facebook to distribute videos among members and Tag the members so that it will appear in their profile

Market YouTube channel in Web sites, Blog, Twitter, and any printed material, including business cards

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Flickr

P O S T

Improve the Flickr Account, more pictures of events

Try to promote members to add pictures on their own which will increase commitment

Lead members to share their own pictures from events

Tag keywords. Flickr is good for SEO, helping images rank higher on Google Images and building in-bound links.

Add Contacts on Flickr and should promote members to leave Testimonials

Market the account in Web page, Blog, Twitter, and any printed material, including business cards

P O S T

Promote your Social Connections

P O S T

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Summary

P O S T

Recommended

Facebook Stay Classy Blog

YouTube Flickr

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Not recommended

MySpace Not that popular among

target Demand is decreasing

Linked In Maybe in the future

Twitter Hard to explain

achievements and need a person to tweet often

Video contest Maybe in the future

P O S T 57

Resources

Causes Exchange Blog - How Non Profits can make the most of Causes application

Facebook for NonProfits - Facebook’s own tips

CharityHowTo.com – Training videos for Facebook

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