Rady CH Auxiliary SM Proposal Final

8/9/2019 Rady CH Auxiliary SM Proposal Final

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4/2/2010

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Social MediaStrategy

Onur Baspinar

Nancy Flanagan Blumenfeld

Jennifer Juckett

Alan Melgarejo

May Nakamura

Barbara ZubillagaMarch 2010

Content

I. Introduction

y Issues

y Goals

I I. Proposal

y People

y Objectives

y Strategy

y Technology

2

Issues

y Low engagement of fans

y Flat membership growth

y Uniform membership base

y Strict Unit regulations

y Limited response to some events

y Limited resources (1 staff)

y Social media strategy will depend exclusively on volunteers

y No budget this year

y Privacy concerns

3

Goals

y Increase and diversify membership base

y Identify new forms of collaborating with Aux thatrequire lower levels of commitment than thetraditional Units

y Keep new members engaged

y Increase support from corporations and businesses

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Proposal

y Our proposal includes recommendations to increaseand diversify the membership base through SocialMedia by targeting young men and women

y We will take the following steps:

People Objectives Strategy Technology

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People

y 25 to 35 years old

y

ollege educated

y Some will have small children

y White-collar professionals with executive and managerial jobs andupper-middle-class incomes, busy lives

y Their nexus translates into large outlays for child-centeredproducts and services

y Fans of technology, financial products, exercise, and travel, tendto frequent the arts, shop at exclusive retailer s and drive importedcars

y Looking for flexible and relaxed ways of en gaging in philanthropy,not so much time commitment. Traditional Units are not tooappealing as they have too many rules and regulations

P O S T 6



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Social Technographics Profiles

P O S T

Spectatorsy 80%

y Read consumer social content

Joinersy 70%

y Visit and maintain a profile ona social networking website

Critics

y 46%

y Post comments, writereviews

Source:ForresterResearch's NorthAmericanTechnographics®InteractiveMarketing Online Survey,Q2 2009 (US),4,766 respondents

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Technographics

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Cr ¡ ¢ t £ rs

Criti ¤ s

C £ ll ¡ ¤ t £ rs

Join ¡ rs

Sp ¡ ¤ t ¢ tors

In ¢ ¤ tiv ¡ s

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People

Some places where you might find people in thissegment:

y VAVI (www.govavi.com )

y Stay Classy (www.stayclassy.org)

y Volunteers of America Southwest California (www.voa.org)

y Society of Young Philanthropists(www.philanthropysociety.org )

P O S T 9

Objectives

Listen

Talk

EnergizeSupport

Embrace

P O S T 10

Listen

Obtain feedback/insights about how they would want toengage with RCHA

1. Develop short surveys for Facebook

2. Constantly read your friends and followerscomments, posts, etc

3. Read similar blogs and tweets

4. Track online influence (ex. www.tweetfeel.com)

Listen

Talk

EnergizeSupport

Embrace

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Talk

Increase awareness and spread the word about:

y What RCH does: the great work they do for children

y Why engage: what are the ´benefitsµ of helping RCH: makea difference, save lives, feelgood, friendship/camaraderie, have fun

y Howto engage:

o Membership program or gift club

o Online fundraising campaigns (ex. Facebook causes, ChipIn)

o Social events targeted to young people

o Ambassadors of Rady CH

Listen

Talk

EnergizeSupport

Embrace

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Energize

Listen

Talk

EnergizeSupport

Embrace

Help your biggest fans to spread the word for you (evangelize). Werecommend the creation of an Ambassador for R CHA

y Motivator:

- Get to know people with the same interest

- Make the resume look better

- Feel good to help people

- Hav e fun

y Responsibilities:

- Plan, manage and host offline events

- Invite people through Facebook and Stay Classy

- Make them feel welcomed at the event

- Thank you note after the event

- Follow up to move attendees to a higher level of engagement

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Strategy

We recommend RCH Auxiliary to focus on 2 strategic linesto achieve the goal of increasing and diversifying memberbase:

y Build awareness of Rady CH and its work among targetaudience

y Help existing member/volunteer base carry messagesto others

P O S T 14

Technologies

P O S T

Technologies ² Summary (I)

P O S T

Tools Why?

Facebook 70% of target audience have joined a SN (Joiners) Allows to talk (spread the word), listen (obtain insigh ts) andinteract with target audience (create communi ty)

Stay Classy Stay Classy members are a diverse group of young individualswho share a passion for the nonprofit sector Over 30,000 members in San Diego alone Helps charities fundraise, organize events, and make sen se oftheir social media, to reach a younge r demographic San Diego·s leading philanthropic social network for targetpopulation (age 21-35)

Blog 80% of target audience consume blogs, watch videos, readreviews (Spectators) 4

¥

% of target audience post comments, write re views(Critics) Allows to talk (spread the word), listen (obtain insigh ts) andinteract with target audience (create communi ty)

1 ¦

Technologies - Summary (II)

P O S T

Tools Why?

YouTube More than §

billion videos. It is estimated that 20 hours ofnew videos are uploaded to the site e very minuteAllows to increase awareness and engageme nt by sharingvideos

Flickr Has more than 10 mill ion accounts, 3 §

% of which are frompeople 18-34 years old Allows to increase awareness and engageme nt by sharingphotos

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Facebook ² Add a Fan Page

P O S T 18



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Facebook ² Keep the Group!

Groups connect Fanswith similar interests

y Geographically

y Interest

y Age Group

Local Auxiliary

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Fan Page - WHY

y Outreach and info sharing

o Current and Potential supporters and donors

y Pages are indexed by Google

o (Groups are not)

y Open to more people

y Less like a private club

y More opportunity for awareness

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Success Stories

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This Page is a resource for n on-profits and other organizations for social good.Facebook built it to help you harne ss the power of Facebook and bring positivechange to the world. USE IT!

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Facebook Fan Page - CONNECTUse ́ Favorite Pagesµ to connect withRady Hospital·s other pages and similar causes

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Fan Page ² ADD APPS

At minimum:

1. Photos

2. YouTube Box/Videos

3. Events

Recommended:

1. Causes app

2. Customize Landing Tabfor new visitors

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Fan Page - EVENTS

Invite Fans

Fans SpreadWord

Add photos

Send ThankYou

2 ̈

Add CAUSES app

y Become a Non-profit Partner ² FREE

y Offers special tools for

y spreading awareness

y building community

y fundraising

y circulating petitions

y And promoting other action

y Add to your Fan Page

y Learn how to use Causes here

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Measure Engagement - Insights

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StayClassy.org

P O S T



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Stay Classy

y StayClassy.org is Social Network designed to help nonprofits

o Receive donations

o Organize Events

o Streamline your Social Media

y Mission

To revolutionize fundraising by connecting people tononprofit organizations based on the causes that they careabout by providing non profits with powerful, yet easy-to-

use, online tools to help them fundraise, organizeevents, make sense of their social media, and engage ayounger demographic.

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Benefits

y Niche social network where members make an active choice to joinbased on philanthropic interest

y New Website designed because nonprofits cannot afford expensivesoftware & training

y Free tools to develop your Social Media Identity

y Track responses ² how many people view your profile page and wherethey come from

y Charity Profile

y Online donations

y Track communication w ith donors

y View donor contact information

y Identify donor demographics & locations

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Benefits

Event support

y Free & easy tools for posting , tracking, analyzing yourevents

y Online ticket sales

y The only place on the web where you can add a charitabledonation (%) into every online ticket you sell

y Event Planners outreach program

y Promotion & Exposure through Partnerships

Impressive highlightsy In 2008 alone, contribute more than 2,500 hours of

volunteer service

y The first year, Stay Classy raised $4,000 for the AmericanCancer Society

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Testimonial

"Standup for Kids Oceanside has already had newsupporters calling and emailing, finding out what theycan do to help us! We have had volunteerrequests, clothing donations and just interest in generalon what we are doing here at StandUp. So THANK YOUfrom the bottom of my heart µ

K im Goodeve, Director of Center OperationsStandup For Kids, Oceanside Chapter

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Welcome to Stay Classy

3 ©



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Develop your Social Media Identity37 38

Online awareness - Offline events

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Positioning and simplicity make itan ideal choice

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So, how cheap is StayClassy?

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Blog

P O S T



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Blog with a purpose«

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Blog

We recommend the Aux to create a Blog by following thesesteps:

1. Determine the goals to stay focused: increase awareness ofRady CH and bring in new members to the Auxiliary

2. Identify a blogger(s) among Foundation and Auxiliaryvolunteers. Develop a recognition plan for blogger

3. Write guidelines to protect confidentiality of patients andstaff and to project a positive image of the Hospital

4. Develop an editorial process, but don·t make it tooconstrictive

5. Listen to what is being talked about in other similar blogs

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Blog

. Prominently place links to the places in RCH andFoundation Web sites on how to become a volunteer ormake a donation

7. Make sure you encourage activity and interaction forcommunity building and feedback/insights

y Periodically post a short sur vey with 3-5 questions

y Allow people to leave comments

yInsert a chat or a blog community

8. Make it an objective to answer or address some commentsand questions left by readers

9. Place links to interesting and useful kid·s health articlesand information or other Web s ites (ex. Rady Children·sSpecialists of San Diego)

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Blog

10. Explore the possibility of starting an on-line fundraisingcampaign (ex. ChipIn). Some advantages are: it lets youset up a different campaign page, you can postvideos, comments by donators can be displayed, badge isviral (you can take it to other blogs)

11. Develop a Marketing Plan for the Blog:

o Continually participate and post comments in other popular

blogs with similar target audiences to increase traffic

o Include it prominently in Web sites, Facebook, MySpace, andall printed communications, including business cards

o Occasionally Include link to Blog in tweets

o Include subscription with RSS and via e-mail

o Make sure you can track all activity and review statisticsperiodically

4

YouTube

P O S T

One of the most popular Social Media The number of visitors increased from 7

million to

million

ust last year

P O S T



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Create a YouTube channel for the Hospital, the Foundation andthe Auxiliary and post and tag all videos

y We recommend purchasing a Flip Video camcorder ($150) (www.theflip.com ). Have

volunteers and Unit members shoot videos that are s hort (about 2 minutes) and have atheme. Recommended themes:

o Chidren·s/families· stories

o Volunteer experiences. These can also be t hemed according to the different´benefitsµ of contributing with the Hospital (feeling good, saving lifes nearyou, friendship/camaraderie, having fun)

y Videos should allow people to interact:

o Direct viewers to Web sites, Blog, Facebook, Flickr

o Allow sharing and reviewing of videos

y Use Facebook to distribute videos among members and Tag the members so that it willappear in their profile

y Market YouTube channel in Web sites, Blog, Twitter, and any printed material, includingbusiness cards

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Flickr

P O S T

y Improve the Flickr Account, more pictures of ev ents

y Try to promote members to add pictures on their ownwhich will increase commitment

y Lead members to share their own pictures from events

y Tag keywords. Flickr is good f or SEO, helping images rankhigher on Google Images and building in-bound links.

y Add Contacts on Flickr and should promote members toleave Testimonials

y Market the account in Web page, Blog, Twitter, and anyprinted material, including business cards

P O S T

Promote yourSocial Connections

P O S T 5



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Summary

P O S T

Recommended

Facebook

Stay Classy

Blog

YouTube

Flickr

5

ot recommended

yS !

acey Not that popular among

target

y Demand is decreasing

Linked In

y Maybe in the future

Twittery Hard to explain

achievements and need aperson to tweet often

Video contest

y Maybe in the future

P O S T57

Resources

y Causes Exchange Blog - How Non Profits can make themost of Causes application

y Facebook for NonProfits - Facebook·s own tips

y CharityHowTo.com ² Training videos for Facebook

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Documents

Rady CH Auxiliary SM Proposal Final