Urban creeks presentation

UCC SOCIAL MEDIA STRATEGY

Sunday, December 29, 13

Agenda

The AskWhat we will do?

AudienceWho are they?Where do they get their information?Why do they share information?

Social Media AuditFacebookTwitter

RecommendationsBest 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,”)


http://nytmarketing.whsites.net/mediakit/pos/

http://nytmarketing.whsites.net/mediakit/pos/

Why do they share?

ExamplesSupporting a cause and content they care about.


UCC SOCIAL OVERVIEW


Facebook


FacebookCOVER

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.


FacebookCOVER


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.


FacebookCOVER


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


FacebookFREQUENCY

Posts are not frequent

There is two much time gap between posts


FacebookFREQUENCY

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


TwitterFREQUENCY

Tweets are very infrecuent.

Twitter is not used very regularly.


TwitterFREQUENCY

Tweets are very infrecuent.

Twitter is not used very regularly.

Hashtags used consistently, but

hashtag is very generic.

Topics are not Frequently discussed.

TYPES


RECOMMENDATIONS


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

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.

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

Engage people with questions


Post regularly to build and nourish your relationship

ExamplesInvisible children various and continued tweets in one day.

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.


Time your content

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

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.

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


Let people know how they can help

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

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.

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


Add a Donate Button

ExamplesGreenpace has a donate button for specific causes.

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.


Adding buttons is easy

ExamplesSt Jude Children Hospital meet our Partners and holiday Gifts buttons.

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.

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.


Examples

Create magnetic contentPeople 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.

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

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

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

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

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

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.


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.


Urban creeks presentation

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