Brand Architecture

Social Media Executive SummaryCurrent Situation

Why (Goals)

How (Social Media Objectives)

Strategy

Who (audience) Challenges

Opportunity

Tactics

• Facebook: updated regularly with relevant information pertaining to event and health updates and initiatives; oversaturated as only source of social media outlet.

• 589 Likes• Twitter: was connected to Facebook status

updates; recently separated.• 173 followers

• Pinterest: created and several boards ready to start pinning.

• 3 Followers• LinkedIn: created as a group.• Hootesuite: set up and currently utilized for

automatic postings on Facebook.• Klout Score: 11

• Create greater awareness of and participation in events, further increasing donations.

• Develop and maintain relationships with all levels of interactions via social media in order to increase participation in various elements of the organization.

• Utilize social media outlets as broadcasting platforms for all event and news updates.

• Interact with social media users to further integrate corporate partners.

• Encourage social media users to engage more physically with the organization through volunteer hours or monetary donations.

• Limit topics of social media postings to the relevant audience.

• Include calls to action on majority of posts. i.e. questions, polls, etc.

• Identify who the high degree engagers are across platforms.

• Create contests to elevate low engagement interactions.

• Conduct video interviews and create clips from events.

• Follow in-house created social media policy to maintain consistency of organization’s mission.

Social media includes web-based and mobile technologies used to turn communication into interactive relationships between organizations, communities, and individuals. Amongst Orange County residents, social media is widely used due to the high net worth of most occupants and their ability to create access to outlets for themselves and others. JDRF Orange County could greatly benefit from a more comprehensive and in-depth strategy aimed at improved fundraising and higher volunteer participation rate.

• Advocates: participate in events, actively donate time and money throughout multiple events each year, board member.

• Frequent flyers: donate money to events, participate in one or two events per year.

• Single action: donate money because friend or family member is an advocate or frequent flyer.

• Don’t care: like on Facebook, follow on Twitter.

• Don’t know.

• Ratio of volunteers to employees is very high.

• Lack of unique resources• Limited knowledge of social

media.• Little to no training on the

professional purposes of social media.

• Increased donations to JDRF.

• Raised awareness of events.

• Greater access for volunteer opportunities.

• Emotionally engage and inform a wider audience.

• Maintain one overall administrator for all the social media.

• Organize and approve all posts.• Use HooteSuite to your advantage.• Organize scheduled release of all posts

for every upcoming event.• Create similar password for all outlets.• Create more interaction with your

advocates.• Foster conversations with and amongst

social media followers.

Recommendations

How (Social Media Execution)• Obtain 1,000 “likes” on Facebook by

January 1, 2013• Reach/maintain a score of 50+ by

December 1, 2012• Have all administrators trained on and

using Hootsuite by July 1, 2012• Increase attendance at events and

fundraising contributions through social media activities.

• Facebook: create interactive posts, often with calls to action; streamline messages and create consistency throughout each week.

• Twitter: engage in conversations; follow T1D celebrity advocates; tweet unique messages to Twitter.

• LinkedIn: advertise via print and other digital outlets; invite donor targets; post scientific and economic/financial information.

• Pinterest: fill boards with event photos; connect to Facebook; conduct content research to include expert bloggers.

• YouTube: benchmark other organization videos; connect to JDRFonline if OC chapter decides not to expand this outlet.

• Other non-profits• Non-official social media

pages (fake Facebooks)• Redundancy in information• Social Media Paralysis

• LinkedIn: best chance for big business donations

• Available donor funds in the Orange County area (7th largest economy in the world)

• Pinterest: photo sharing website

• Niche market• Lack of control• Lack of consistency• Low fan engagement• Disconnect due to

generational barriers • Not targeting the proper

audience via proper channels

• Emotional tie to the disease• Facebook timeline• New Website; look and feel• Active Facebook• Depth of content• Brand awareness

Strengths Challenges

ThreatsOpportunities

Social Media Analysis

Don’t Know

Advocates

Frequent flyers

Single Action

Don’t Care

JDRFOC Website

Facebook•Press releases•Event photos•Calls to action•Conversation

engagement

Twitter• JDRF OC social

media updates•RT members•RT celebrity

advocates

Linked In•Corporate

visibility•Individual

visibility

Pinterest•Recipes•Pictures of meals•Fashion solutions

to pumps

YouTube•Stories•Interviews•Events insights

Social Media Outlets

InteractionThermometer

Goals

• Obtain 1,000 “likes” on Facebook by Jan 1, 2013

• Have four social media pillars operational by July 1, 2012

• Obtain KLOUT score• Reach/maintain a score of 50+

by June 1, 2012• Have all administrators trained

on and using Hootsuite by July 1, 2012

• Increase attendance at events and fundraising contributions through social media activities

Strategy

• Create awareness through the different outlets as appropriate

• Inspire users to move from someone who has liked or follows a certain outlet to a more frequent user through more engaging and properly used material

Tactics

• Reevaluate admins and roles within social media strategy, create a way to coordinate between admins

• Develop social media policy for admins (employees and volunteers)

• Use HooteSuite as staging area for all posts to be monitored

• Post regularly for event and organization updates.

• Acknowledge sponsors and event committees.

Social Media Branding

Updated regularly with relevant information pertaining to event and health updates

Connected to Facebook status updates.Access gained.Need to follow and tweet.

All boards created. Need to repin desired photos.Public cannot not pin directly to JDRF boards.

Company page currently only being used as an area for past and present board members (28 members)Group created

Has been used in the past with the “3 Words” campaign

• http://www.brightfutures4kids.org/discover/social-media-expose/Orange County Child Abuse

Prevention Center

• http://www.lls.org/ocieLeukemia and Lymphoma Society,

Orange County

• http://www.bigbrooc.org/site/c.5oJILXPsFcJWG/b.6400767/k.F031/Home_Page.htmBig Brothers, Big Sisters

Organization Benchmarks

Current Social Media Situation

Helpful Infographic