ben marion institute
DESCRIPTION
TRANSCRIPT
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Natasha WrightJordan O’Neill Shaun FiedlerJudy Tan
July 23, 2013
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OVERVIEW OF BRAND
• Educational nonprofit organization which values kindness, authenticity, empathy, compassion, and fairness.
• Creates outreach programs, conducts workshops, and holds training sessions with numerous organizations in public and private sectors.
• Great start in creating visibility into several social media channels: Facebook, Twitter, LinkedIn.
The Ben Marion InstituteFor Social Justice, Inc.
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QUOTE FROM THE BEN MARION INSTITUTE
“…change that lasts and builds on itself for
future generations”
The Ben Marion InstituteFor Social Justice, Inc.
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OVERVIEW OF PROJECT
• Measure and compare the visibility of The Ben Marion Institute in social media to similar companies: Georgia Equality & Hands On Atlanta
• Evaluate what is needed to transition an impression into a call to action.• Does Ben Marion have these Calls to Action displayed on their sites currently?• What is the breakdown between impressions made and those who acted?
• Build upon their start in social media. Provide ways to increase impressions and actions. • Automatic Tweets• Hire a social media marketing coordinator
The Ben Marion InstituteFor Social Justice, Inc.
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DIGITAL AUDIT OF COMPETITORS AND MARKET
The Ben Marion InstituteFor Social Justice, Inc.
• The number of tweets from a company has a direct correlation with the number of followers & referrals back to your homepage/webpage.
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DIGITAL AUDIT OF COMPETITORS AND MARKET
The Ben Marion InstituteFor Social Justice, Inc.
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DIGITAL AUDIT OF COMPETITORS AND MARKET
The Ben Marion InstituteFor Social Justice, Inc.
Ben MarionGA Equality
Hands On Atlanta
Mobile Site/App• Great opportunity for Ben Marion to be ahead of the leader of these organizations
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CHANNELS DATA ANALYSISHANDS ON ATLANTA
The Ben Marion InstituteFor Social Justice, Inc.
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CHANNELS DATA ANALYSISGEORGIA EQUALITY
The Ben Marion InstituteFor Social Justice, Inc.
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CHANNELS DATA ANALYSIS
The Ben Marion InstituteFor Social Justice, Inc.
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HOW SEO FITS IN THE PICTURE
The Ben Marion InstituteFor Social Justice, Inc.
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DIGITAL AUDIT OF COMPETITORS AND MARKET
The Ben Marion InstituteFor Social Justice, Inc.
Inbound LinksA link from a webpage, back to your own
webpage or website
Ben Marion Institut
e
Georgia
Equality
Hands On
Atlanta
13 Inbound Links177 Inbound Links409 Inbound Links
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CALL TO ACTION
The Ben Marion InstituteFor Social Justice, Inc.
Ben Marion Institute
Georgia Equality
Hands On Atlanta
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OBSERVATIONS ON INTEGRATED/TACTICAL
CAMPAIGN/CALENDAR OUTLINE
The Ben Marion InstituteFor Social Justice, Inc.
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CALL TO ACTION
The Ben Marion InstituteFor Social Justice, Inc.
• Keep events / Updates about the organization current for followers
• Post about upcoming events and create a call to action on website and social media sites
• Give detailed descriptions about each even to build awareness and excitement about events.
• Build actions into your social media and track the impressions made vs. those turned into actions
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RESULTS OVERVIEW
The Ben Marion InstituteFor Social Justice, Inc.
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SUMMARY
The Ben Marion InstituteFor Social Justice, Inc.
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RECOMMENDATIONS FOR THE BRAND & PLAN
The Ben Marion InstituteFor Social Justice, Inc.
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CITATIONS
The Ben Marion InstituteFor Social Justice, Inc.
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The Ben Marion InstituteFor Social Justice, Inc.