The Donna Foundation CharityFebruary 18, 2017

Steven Chesser

Table of Contents

Slide 3: Executive Summary Slide 4: Social Media Audit Slide 6: Social Media Objectives Slide 7: Online Brand Slide 8: Strategies and Tools Slide 9: Timing and Dates Slide 10: Social Media Roles and Responsibilities Slide 11: Social Media Policy Slide 12: Critical Response Plan Slide 13: Measurement and Reporting

Executive Summary

Our major priorities for 2017 will be growing our online brand and community Strategies

Plan to increase the engagement of Instagram and Twitter Encourage followers to sign up or volunteer at our events

Social Media Audit

The following chart is an audit of The Donna Foundation charities social media presence to date.

The chart includes an assessment of all the Donna Foundation charities social media accounts, web traffic, and competitor analysis.

Social Media Audit (contd.)

Social Media Assessment Date: 2/18/17Social NetworkURL Follower Count Average Weekly Activity Average Engagement RateFacebook https://www.facebook.com/26.2withDonna 22874 30 10%Twitter https://twitter.com/262withDonna 2964 20 7%Instagram https://www.instagram.com/262withdonna/ 2214 15 1%

Website Traffic Sources Assessment Date: 2/18/17Source Volume % of Overall Traffic Conversion RateFacebook 3000 Unique Visits 40% 9.90%Twitter 1000 Unique Visits 20% 5.40%Instagram 400 Unique Visits 5% 1.20%Organic NO DATA NO DATA NO DATA

Competitor Assessment: Date: 2/18/17Competitor NameSocial Media Profile Strengths WeaknessesSusan G Komen for the Curehttps://twitter.com/SusanGKomen Well known Bad PublicityAmerican Breast Cancer Foundationhttps://www.facebook.com/TheBreastCancerResearchFoundation Srong prescenceBreast Cancer Research Foundationhttps://instagram.com/americanbreastcancerfoundation/ N/A

Social Media Assessment

At the present time the highest number of interactions per post occurs on Facebook No presence has been created on LinkedIn and the current recommendation is to NOT

expand to LinkedIn

Social Media Objectives

In 2017 the primary focus of the Donna Foundations social media strategy will be to support revenue goals by driving traffic from the social media presences in order to generate revenue for the Foundation

In order to complete this objective our social media priorities will grow the presence by sharing more engaging and relevant content.

Specific Objective Increase unique visitors from social profiles by 25% in 6 monthe

Increasing brand awareness through mentions Begin using brand hashtags across all platforms

Increase Instagram and Twitter followers by 5000 in 6 months Increase the volume of content published on Twitter and Instagram by 30% in 6 months

Online Brand

Adjectives• Fun• Fitness• Running• Charity

When Interacting• Encouraging• Friendly

Strategies and Tools

Paid: Every Friday boost most popular posts for the weekend. The post must have a minimum reach of

75% as well as a minimum of 10 likes and 5 comments Owned:

Introduce the use of the #savethetatas hashtag to Instagram and Twitter posts. Encourage adoption by users and a minimum of 2 pieces of user generated content per week

Earned: Monitor Twitter for keywords and term Breast Cancer, Marathon, Think Pink, Jacksonville, etc.

Extend discount codes to generate prospects over the course of 3 months Tools:

Approved Tools Rejected Tools Existing SubscriptionsHootsuite N/A VimeoTweetdeck Photoshop

Timing and Dates

Holiday Dates Internal Events New Years

Marathon Date Febuary 11-12, 2017 Christmas

Social Media Roles and Responsibilities

Marketing Director: TBA Social Media Manager: Steven Chesser Social Media Coordinator: TBA

Social Media Policy

Social media is deeply ingrained in our everyday lives. We use it to spread messages, interact with customers, and to share our personal activities, thoughts, ideas, plans and more.

As an employee and representative of the Donna Foundation Charity you are expected to demonstrate best practices and a sense of etiquette in your use of social media by following some simple guidelines Be Respectful Use Common Sense Stay out of Trouble Be Polite Be the Solution not the Problem Be Nice Act Helpful

Critical Response Plan

Inappropriate Post Action Plan When Post is detected

Take Screenshot Delete Post Alert Social Media Manager, If unavailable contact Director of Marketing

Social Media Manager and Marketing Manager discuss the impact of the post and determine further action

Social Media Manager develops follow up posts for the Marketing Manager to approve before release

If media publishes post Marketing Manager will handle all media contacts Social Media and Marketing to meet with employee responsible for post to determine if

disciplinary action is needed.

Measurement and Reporting

Measuring and reporting data is unavailable at publication time but will be released at a later time.

Conclusion

Thank You for your time. We hope this presentation was informative.