
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.
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
OVERVIEW CURRENT LANDSCAPE & PERFORMANCE
Overview – Social Landscape 8,000 2,000 240K 25,000 3,000 1.1 MM 1,600
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….
Social Demographic Comparison FY14TD FY13
By Segment Comparison Total US Industry Vertical Brand
STRATEGY THE 3 YEAR PLAN
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
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
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
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
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
TACTICS & VISION BY SOCIAL NETWORK
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
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
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
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
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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