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Social Media Action Plan - Recommendations
for
Prepared by Peter Lloyd Johnson
Marlboro College Graduate Center
Capstone Project
August 7, 2010
Peter Lloyd JohnsonSocial Media Action Plan
August 7, 2010 - Capstone
Business Drivers Goals
FinancialDonations
Expenses Metric: $100 annually - (Mailbuild sendouts: $5/mailing + $0.01/email)
Email signups (Leads) Metric: 25 Email sign-ups each month
CustomersMetric: 80% of respondents clicked "yes" to "Was this information helpful?"(Bottom of each page)
Building Community
BrandAwareness
Thought Leadership Metric: Total Facebook interactions
Timeliness/Relevance Regular and efficient use of social media tools: email, Facebook, YouTube
What to Follow Specific to Vermont Partnership for Fairness & Diversity
Social Trends
Key words and search terms
Influencers to follow
Competitors (Alt sites for info)
Metric: 100 online donations within six (6) months of refreshed site launch. (Site to include "Donate" functionality. Include "Support VPFD" on all social media; links to "Donate" page of website.
Metric: 25 Email sign-ups monthly; Weekly increase in the number of Facebook fans
Metric: Weekly increase in the following Facebook metrics: Total Interactions, Comments, Wall Posts, Likes
Google Alerts: Race, race relations, ethnic and immigration, equal treatment, equal access, harassment, bullying
African American links, Arab American links, Asian American links, Hispanic American links,
Vermont education leadership, state government leadership, local government leadership, faith community leadership in Vermont
[VERMONT] Diversity, discrimination, cultural diversity, racial discrimination, workplace diversity, workplace discrimination, diversity and equality, education diversity, managing diversity, teaching diversity, racial diversity
Customer Experience/Satisfaction
Peter Lloyd JohnsonSocial Media Action Plan
August 7, 2010 - Capstone
Tool Purpose and Strategy Priority (1 [high] - 3 [low])
Google Analytics Listening, measurement, insight 1
Community Client driven, client care, sourcing trends 1
Twitter 3
Facebook 1
LinkedIn Engagement, networking, recruiting 2
YouTube Presentations, brand awareness 2
SlideShare Content sharing, thought leadership 2
Goals Social Media Output Tools/Tactics to Measure
Utilize online listening tools:www.socialmention.com
www.rapleaf.comwww.backtype.com
Awareness, thought leadership Unique website visitors, time spent on site, bounce rate, number of Facebook fans, number of Facebook comments.
Access online tools that will reveal more about what people are discussing vis-à-vis VPFD's professional status - more insight, more information
Number of people reached as measured by Google Analytics and Facebook
Conversation monitoring, customer feedback, ear to the ground. What are people talking about and how can we be part of the conversation?
Headlines, engage, sales, solve service issues, competitor insight
Social, friendly, recruiting, links to and conversation with the community
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