1. Social Media Strategy Enterprise channel strategy Company Name | Presentation Date Note: this is a template ONLY and all numbers and recommendations are used for example purposes.

2. Table of Contents • OVERVIEW • Current Social Landscape • YOY Growth Comparison Charts • Social Segments • STRATEGY • 3 Year Roadmap • Goals & Objectives • Channel Integration • Organization Adoption • THE VISION • Vision by Social Network • Testing & Future Plans

3. OVERVIEW CURRENT LANDSCAPE & PERFORMANCE

4. Overview – Social Landscape 8,000 2,000 240K 25,000 3,000 1.1 MM 1,600

5. Social Growth Competitor Comparison FY13: Increase in Facebook Fans BRAND VS. COMPETITORS 1, 2, 3…. FY13: Increase in Twitter Followers BRAND VS. COMPETITORS 1, 2, 3….

6. Social Demographic Comparison FY14TD FY13

7. Social Demographic Comparison FY13TD

8. By Segment Comparison Total US Industry Vertical Brand

9. STRATEGY THE 3 YEAR PLAN

10. 3-Year Strategy YEAR 1 GOALS • Identify highly active followers • Set up direct & indirect tracking • Social ad testing TARGET Top Influencers YEAR 2 GOALS Create Engaging Content Arm network with shareable, high quality content • • Increase authorship • Social promotion & site integration • Increase engagement rates SATISFY YEAR 3 GOALS • Increase # of Fans • Segment social ads • New social networks Increase Reach Build a highly qualified audience Build loyalty rewards programs for retention GROW

11. Revenue Goals • Increase total social revenue in by 10% • Increase social paid advertising ROI to ≥ .5:1 • Improve fundraising post conversation rate to > 8% • Improve FB donation form conversation rate to > 4% • Determine value of a social subscriber • Define cost per acquisition of a social donor • Follow the life cycle of a social media donor

12. Acquisition Goals • Collect email and mobile sign ups • Develop A/B content testing plan for specific audiences • Reach ultimate audience through initial audience • Increase Facebook Edge Rank ≥ 10% engagement rate • Create social personas and increase visibility into these social profiles via targeted messaging • Connect what people want to talk about related to our brand with engaging content

13. Moderation/Reporting Goals • Identify top influencers • Categorize user comments to define “Voice of a Fan” • Segment messaging to determine engagement by post • Improve tracking of viral sharing • Standardize promotional campaign reporting • Develop attribution model for social traffic • Focus on accuracy of reporting • Define best day/time to post per network • Provide real-time customer support

14. Channel Integration Plan • Social Content strategy added to planning docs • Visual & messaging consistency across channels for campaigns, products and programs • Internal Education: conferences, webinars, training • Add guidelines to Policy and Procedures Documents • Create an influencer Social Media Toolkit

15. TACTICS & VISION BY SOCIAL NETWORK

16. FacebookPurpose: To create a more visual, emotional and personal connection with our mission. Current # of Fans = XX3 Year Goal = XX The Vision: • More focus on imagery, less on video • Photography style: multiple patients orsingle patient smiling (full frame) • Test new ways to engage audience • Experiment with image-text overlay • Develop interactive tabs • Regional & volunteer owned pages • Add jobs postings • Dedicated Social landing pages with lead capture

17. TwitterPurpose: To rapidly communicate information to followers and leverage partner outreach. Current # of Followers = XX3 Year Goal = XX The Vision: • Custom bit.ly link shortener • Use of trending #hashtags to join the conversation • Mobile optimized links are a must • Expansion into other segements

18. Google+Purpose: To use brand focused content that will enhance online search results. Current # of Followers = XX3 Year Goal = XX The Vision: • Keep brand focused messaging • Include videos with content • More Google hangouts • Explore Google Communities • Segmentation of Google+ Members

19. YouTubePurpose: To bring the brand to life with personalstories and promotional videos Current # of Subscribers = XX3 Year Goal = XX The Vision: • Custom Channel • Backlinks on Videos • Campaign specific content • Partner & Celebrity involvement • Unique, positive messaging • Channel optimization • Paid advertising

20. OtherPurpose: Explore and be agile to add new social networks as needed • The Vision • Infographics • Pictures with quotes • Merchandise • Videos Board • The Vision • Redesigned company pages • More consistent posting • Community groups • The Vision • Explore what works • Expand into programs • Consider campaigns • Tracking • The Vision • Strategy for account • Target Millenials • Moderation plan

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