UWPC Social Media Strategy

SOCIAL MEDIA STARTEGY

By Nhan Hoang | Tanisha Lopez-Chhouy | Yong Wu | Yen Le |Allison Nelson

Agenda United Way of Pierce County Overview

Social Media Presence

SWOT Analysis

Social Media Strategy

Implementation

The Organization

UWPC OVERVIEW

United Way of Pierce County (UWPC) is located in downtown Tacoma on Pacific Ave.

Subsidiary of a global wide non profit organization.

Purpose and mission are based on local issues in different locations.

United Way of Pierce County invests in children and families.

Focuses on programs that help young children and families.

The mission of United Way of Pierce County is to work from the heart to unite caring people to tackle our community’s toughest challenges.

THEY WILL...

UWPC OVERVIEW

Lead collaboratively

Raise leverage and invest funds strategically

Advocate effectively

Engage and inspire volunteers

UWPC MISSIONWorks

from the heart

Unite caring people

Tackle our community’s

toughest challenges

Lead, support and invest in community

efforts

Ensure all our children are prepared to succeed in

school and in life.

UWPC OVERVIEW

UWPC GOALBy 2024, United Way of Pierce County will, in collaboration with community partners, help break the cycle of poverty by removing barriers and focusing on long-term solutions.

UWPC OVERVIEW

SOCIAL MEDIA PRESENCE

Social Network URL to Profile Number of Followers Engagement Level

Facebook https://www.facebook.com/UnitedWayofPierceCounty/

2103 2222 likes

LinkedIn https://www.linkedin.com/company/united-way-of-pier

ce-county

473

YouTube https://www.youtube.com/channel/UCkuZsSSHwbUXCb

PFRxdVLTA

10686 views 27 subscribers

Twitter https://twitter.com/uwpc?lang=en

1552 2378 Tweets

Pinterest https://www.pinterest.com/unitedwaypc/

184 1.3K Pins

SWOT ANALYSIS

Strengths•Passion to help low-income families.•Volunteerism.•Big medium organization with net growth $11.26 million.•Good base foundation from government and donors.

Weaknesses•Lack of social media presence.•Lack of engaging with the online users.•Using traditional marketing content•Not active on Instagram and Snapchat

Opportunities•Collaboration with other small-mid level businesses.•Getting sponsorship from brands (well known or revenue-generated).•Using Google Advertisement for free as a non-profit grant sponsor by Google.•Update social media content such as video and company daily life.

Threats•Non-profit organizations promoting similar messages.•Losing the online clients.•Community aren’t aware of the resources.•Less credibility for donors to donate.•Won’t catch up with others organizations.

PROCESS

SOCIAL MEDIA STRATEGY

How will we achieve our goals?

People Platform/Tools Content

TARGET GROUPS


• Individuals residing in Pierce County between the ages of 25-50 who have disposable income.

• Theses individuals are most capable of making contributions for the purpose of reducing poverty.

Target Group 1:

• Millennials between ages of 18-24• Millennials will assist in social media interaction

with our main target group as they are the most tech savvy.

Target Group 2:

PLATFORM/TOOLS


Platforms/Tools Advantages Disadvantages

Facebook 1.Increased exposure to potential customers.

2.Gather more leads.3.Reach targeted audience.

1.Business groups are not popular.2.The cost of advertising.

Twitter 1.Generating traffic to official webpage.2.Hashtags.3.Spread quickly and easily.

1.Targeting specific audience2.Difficult to distinguish between a troll and a concerned follower.

Facebook is a favorable platform for United Way of Pierce County.

CONTENT


Brainstorming is the first step when identifying content.

Selecting a few options that can potentially bring the company into the limelight.

Using Facebook to spread information to groups with similar interests as United Way by joining.

The value of the content in United Way by using photos that evoke emotive or broadcast volunteerism to interested parties.

PLANNING


Goals & Objectives

Resources, Tools and Steps

Analyzing

Implementation

GOALS


• Objective #1/KPI #1: To grow the United Way of Pierce County Facebook page from 5 likes to 100 likes by March 2017 • Tactic #1: We will utilize United Way of Pierce

County Facebook page to track the number of likes on Facebook on a weekly basis.

• Metric #1: Traffic origination will be measured by the number of results from search engines.

Goal #1: Increase donations

GOALS


• Objective #2/KPI #2: Build UWPC’s brand reputation through Twitter by getting 1600 followers by end of March 2017.• Tactic #2: We will be using Twitter in order to

track the number of Twitter followers to verify the brand that is receiving constant reputation.

• Metric #2: We will be collecting Twitter data from websites like Twitonomy and Followerwonk.

Goal #2: Increase brand awareness of

United Way of Pierce County

GOALS


• Objective #3/KPI #3: By March 2017, the UWPC will increase social media traffic on their website by 10%. • Tactic #3: Using Facebook and Twitter to

direct their friends/followers to the website.

• Metric #3: Website engagement can be measured through the average time spent per visit of online users.

Goal #3: Increase number of followers on

social media

OBJECTIVES


Post 8 videos on Facebook every two weeks

Tweet 5 times per day

Follow at least 20 new community members on each platform each month

Respond to comments/mentions on Facebook and Twitter (when applicable) daily

Have influencers advocate the business per week.

Re-share video contents per week (Testimonies of families, volunteer workers, employees).

RESOURCES, TOOLS & STEPS


Resources:

• Existing social media accounts will be monitored by current and future interns of United Way of Pierce County as there individuals are a useful resource for our non-profit company.

• Interns will be tasked with the responsibilities of: creating posts, responding to comments, and checking the page for notifications.

• Marketing budget will be used on the other costs such as Facebook advertisements and sponsorships.

Tools:

•Various social media outlets (Facebook and Twitter) will be used as tools to spread awareness of the ongoing poverty issues in Pierce County.

•Posting functionalities will be used to provide to our followers with updated information about our work.

•Making interaction with individuals who comment, like or share our page.

Steps:

•Assign interns to create posts and monitor pages.

•Post content and follow community members with regards to our objectives.

•Monitor posts and respond to comments/likes/shares.

•Use data analytics to gauge the effectiveness of our advertising platform.

BUDGETING AND ROLES


$200,000 is the maximum that was given for the marketing activities. The Marketing Director and Marketing Intern will be the one who manage these social media tool.

For Facebook:

Create Facebook Ads and boot it, target to our target audience (most focus on local in Pierce County

residents, young ages, women, and local business). The Ads will navigate people to our Facebook Page

and our website. We will spend about $500 to start, and bases on the date result, we will re-evaluate of

how much money we want to put into the Facebook Ads.

For Twitter:

We will start of sending $500 to create Ad Website Campaign on Twitter to maximize brand awareness.

Twitter will created a campaign, which we will be charged for the clicks to your website that are

acquired from that campaign. We will set a bid amount per 1000 impressions (CPM) and the

campaign will optimize for unique reach, which should deliver more reach for United Way of Pierce

County campaigns at the same budget, with the same targeting and creative.

ANALYZING


Twitter:

Number of retweet, shares, and mentions

that users tweet.

Calculating the increasing percentage

by using hashtag (#UWPC).

Facebook:

Number of pageviews, posts that the UWPC

sends out.

Number of friends and followers.

Calculating the percentage increased in engagement (comments,

likes, and shares).

LinkedIn:

Number of connection, likes and

shares and comments.

Influencers to pose questions and lead

conversations as they are brought up.

Official United Way of Pierce

County:

Number of click throughs, page views

and donors.

Using metrics such as reach and exposure to measure awareness.

Track the URL shares and conversations to measure traffic to our

website.

CONCLUSION

IMPLEMENTATION• Our Facebook page will be promote on Twitter and blogs to

gain more likes and views • Include hashtags for every single post to increase the levels

of engagement.

Promoting our Facebook page on

other social networks

• Joining Facebook groups through our Facebook page instead of personal account.

• Inviting people to our guest blog on our Facebook page.Participating in

Facebook groups• Paying Facebook $300 per month for one year (total $3600)

on advertisement.• Recording how many donors and consumers have been

attracted to us every month after using Facebook advertisement.

Advertising

THANK YOU