WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

Wounded Warrior Project

Lauren SokolowskiFebruary 8 t h , 2016

WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

TABLE OF CONTENTS

1. Executive Summary2. Social Media Objectives3. Online Brand Persona and Voice4. Strategies and Tools5. Timing and Key Dates6. Social Media Roles and Responsibilities7. Social Media Policy8. Critical Response Plan9.Measurement and Reporting Results

WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

1

EXECUTIVE SUMMARY

Our major social media priorities for 2016 will be growing our online following and community.

The primary focus for this year will be increasing our revenue goals and gaining exposure by engaging in conversation with potential new donors and building deeper relationships with current donors and veterans.

Two major social strategies will support this objective:1. A plan to enhance and update the content we publish to our social profiles.2. Encourage conversations and visibility of content.

WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

2

SOCIAL MEDIA OBJECTIVES

Main objective:In 2016 the primary focus for the year will be increasing our revenue goals and gaining exposure by engaging in conversation with potential new donors and building deeper relationships with current donors and veterans. We plan to make social media a priority by adding engaging and relevant content that appeals to donors, veterans, enlisted servicemen, and civilians. Some specific objectives include: Increase the number of unique visitors from social platforms to website by 25% in 6 months via:a. Increased brand awareness through increased mentions and shares on Twitterb. Increased use of brand hashtags across all social platforms such as #WWPc. Increase and improve visual content on Facebook and Instagram by 30% in 6 months.

WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

2A

SOCIAL MEDIA OBJECTIVE CONTINUED

Instagram followers

0 20000 40000

Month 6Month 3

Increase Instagram following by 3000 in six months

WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

Adjectives that describe our brand: Empowerment Commitment HonorCourageWhen interacting with customers we are:FriendlyPersonalEngaging

3

ONLINE BRAND PERSONA AND VOICE

WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

Paid: Every Friday boost the most popular Facebook posts for the weekend. The post must have a minimum organic reach of 500, as well as a minimum of 75 likes or 60 comments. Owned:Introduce the use of #WoundedWarriorPals to Instagram posts. Encourage adoption by customers and regram a minimum of two user-generated content posts per week. Promote the hashtag across all social media platforms, websites, emails, and events. When customers arrive for events reference the hashtag and encourage them to use it if they plan on taking photos together and posting it to social platforms.

4

STRATEGIES AND TOOLS

WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

Earned:Monitor Twitter for keywords and terms: veteran, VA, warrior, suicide, soldiers, PTSD. Partner with 10 disabled veterans and their families to develop an influencer/advocate relationship. Co-develop a 10 piece video series of their stories to be shared on social channels and website. Tools:Approved- Hootsuite and BufferRejected Tools: N/AExisting Subscriptions/ Licenses- Vimeo, Adobe Premiere Pro, Photoshop.

4A

STRATEGIES AND TOOLS CONTINUED

WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

Holiday Dates:

Valentines Day

Memorial Day Independence

DayLabor DayVeterans’ DayThanksgivingChristmas

5

TIMING AND KEY DATES

Internal Events:November 20-23:

Veteran Food Drive

December 1-5: Food and toy packages for veterans and families drive

Reporting Dates:Reporting will

occur once a quarter in January, April, July, and October.

WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

Marketing Director- Olivia SmithSocial Media Manager- Matthew MalaniSocial Media Coordinator- Jessica Petitte

Supporting Social Media Team MembersBrandon Hunt (social ads support)Adam Gowling (customer support - social media)

6

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

Social media is something that is very valuable to our company. We use it to interact with donors, wounded warriors, veterans, and civilians, and to share personal stories/content. As an employee of the Wounded Warriors Project you are expected to uphold our values and demonstrate proper internet etiquette by following some simple guidelines:Be respectful and polite to allServe as a solution, not a problemStay out of provoking or contributing to arguments Be helpful to followers/strangers

7

SOCIAL MEDIA POLICY

WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

Scenario 1 - Inappropriate Tweet Sent from @WWPAction Plan-When Tweet is detected: Take screenshot, delete

Tweet, alert Matthew Malani. If unavailable alert Olivia Smith.

Matthew to work with Olivia to discuss impact and reach of Tweet.

Matthew to develop appropriate Tweet, Olivia to approve.

If media has picked Tweet up, Olivia to reach out to appropriate contact.

Matthew and Olivia work with employee responsible for Tweet to see if disciplinary action should be taken.

No Pre-Approved Messaging for this scenario8

CRITICAL RESPONSE PLAN

WOUNDED WARRIOR PROJECT SOCIAL MEDIA STRATEGY

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 2300 unique visits+10% growth

15% 3.7%

Facebook 3700 unique visits +10 growth

23% 1.7%

Instagram 200 unique visits+5% growth

2.9% .02%9

MEASUREMENT AND REPORTING RESULTS

Quantitative KPIsReporting Period: 3 months data as of January 25th, 2016

Website Traffic Sources AssessmentTimeframe: Monthly average, November 2015 to January 2016