COMPASSION INTERNATIONAL

By Lindsey CrownFebruary 6, 2016

TABLE OF CONTENTS 1. Executive Summary 2-8. Social Media Audit 3-11. Social Media Objectives 12-13. Online Brand Persona and Voice 14. Strategies and Tools 15-16. Timing and Key Dates 17. Social Media Roles and Responsibilities 18-19. Social Media Policy 20-22. Critical Response Plans 23-27. Measurement and Reporting Results

EXECUTIVE SUMMARYOur main social media goals for 2016 will be to increase social media following and create a deeper connection with existing followers.Our primary focus will be to use social media to raise sponsorship support through spreading awareness of what Compassion International is about.Strategies to support this objective: • Create intriguing posts that give our followers insight to the everyday lives lead by Compassion sponsored kids.• Ask questions/opinions; encourage engagement. • Create share-worthy content.

SOCIAL MEDIA AUDIT

• The highest amount of engagement occurs via Facebook and twitter, which have the highest follower count.

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AUDIT CONT.Source Volume Percentage of

Overall TrafficConversion Rate

Twitter 70,000 unique visits

7% 3%

Facebook 111,000 unique visits

15% 2.3%

Instagram NO DATA NO DATA NO DATAPinterest 10,000 unique

visits2% 0.5%

LinkedIn 7,000 unique visits 0.7% 0.3%• Facebook brings in the highest volume of unique visitors. Facebook has the highest volume of conversion rates. Efforts should be made to bring up the traffic rate for LinkedIn.

AUDIT CONT.Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

50% 18-3020% 30-4220% 43-5110% 51-80

63% Female37% Male

45% Facebook35% Twitter20% Instagram

50% Twitter25% Instagram25% Facebook

To provide an impoverished child with essential physiological needs.

To show the love of Christ to children from around the world.

• The highest volume of engagement comes from females. 18-30 age group makes up for half of the respondents. Facebook and Twitter seem to be the primary networks for social engagement. Efforts should be made to improve engagement on Instagram.

AUDIT CONT.Competitor Name

Social Media Profile

Strengths Weaknesses

Save the Children IG: Savethechildren Strong photos that evoke emotion, ask questions to engage followers. Acknowledge followers.

Do not follow many, show that they don’t care enough to follow back.

Unbound Twit: @unboundorg Post often, engage followers by asking questions.

Weak following.

World Vision Fb: Worldvision Very strong following. Great photos. Lots of shares/likes.

Not the best reviews.

• All three of these organizations have strong social media channels when it comes to Instagram, Twitter and Facebook. World Vision and Save the Children have very strong social media followings.

AUDIT CONT.The highest amount of interaction occurs on Facebook and Twitter. We see most reach on visual posts such as videos, infographics, and photos.

Percentage of reach based on post view/post interactionPrimary Social Channels

Shared Blogs

Visuals Sponsorship Encouragement

Links to outside sponsorship

Relevant content- outside sources

Compassion Project Updates

Upcoming Plans

Facebook 6% 22% 11% 6% 9% 15% 7.5%Twitter 2% 18% 8% 4.5% 12% 11% 6%

SOCIAL MEDIA OBJECTIVEOur ultimate goal is to increase sponsor support through raising awareness of the need for aid to poverty stricken children in Africa, Asia, South America, Central America and the Caribbean. We will do so by:•Creating more insightful content that evokes an emotional response which should compel others to share and give.•Using our newest social media channel, snapchat, to it’s fullest extent by sharing behind the scenes on location footage of these children's day to day lives.•Being proactive in guest interaction to cultivate a deeper relationship between the organization and our supporters.•Share links and retweet from outside sources in order to attract outside support and receive mutual support from outside sources.

SOCIAL MEDIA OBJECTIVESFoals for the next 6 months:•Increase following on Instagram by 5,000.•Triple sponsorship amount through social media awareness.•Increase website traffic through social media channels by 150%.•Increase retweets on organic content by 200%.

CONTENT STYLES•Share two blog posts from Compassion International ambassadors on twitter and Facebook weekly.•Share at least three visually compelling post on each channel per week. (photo, video, infographic)•Directly encourage people to sponsor a child at least once a week.•Share links to outside sources who contribute to Compassion twice a week.•Retweet or repost relevant content from outside sources at least once a week.•Share insight on present and future Compassion projects.•Share details about conferences and events Compassion will appear at. •Repeat posts that draw a 65% or higher interaction rate bi monthly for the following 3 months.

BRAND PERSONA AND VOICEThe public should view us as:•Humble•Compassionate•Genuine•Wholesome•Insightful•Empathetic

Interaction with supporters:•Encouraging•Inviting•Friendly•Authentic•Human•Honest

STRATEGIES AND TOOLS•Paid: Promote 1 post biweekly. The chosen post must have a minimum organic reach of 600 and get at least 180 like, 15 shares and 12 comments.

Post ad on Focus on the Family website.•Earned: Use tweetdeck to monitor hashtags: #compassion, #compassioninternational, #compassionbloggers, #compassionkids, #compassionintl, #actforcompassion, #compassionletters, #endpoverty

Monitor twitter for keywords such as: compassion, child sponsorship, missions, compassion international.•Owned: Use #compassionbloggers hashtag on twitter so our audience can follow along with the travels and accomplishments of Compassion.

Share photos taken by Compassion mission photographers in order to encourage sponsorship.Tools: Hootsuite, BufferRejected tools: N/ALicenses & Subscriptions: Photoshop, Microsoft Office Suite

TIMING AND KEY DATESHoliday Dates•Labor Day (long weekend)•Memorial day (long weekend) •Valentines Day•Thanksgiving Day•Christmas Eve•Christmas Day

Events

•Love is Red conference – March 3-5•Christian Alliance for Orphans Conference – May 5-6•Sonshine Festival- July 21st-23rd

TIMING AND KEY DATESLead Times•Start sharing information with public about Compassion events/conferences 6 months in advance. •Begin prep for #seventimesseventytimes sponsorship campaign in mid March. –Speak with Sam Hoover for further details about that.

Reporting Dates•Gauge social media feedback quarterly starting at the beginning of the year.

SOCIAL MEDIA ROLES AND RESPONSIBILITIES Social Media Child Advocates•Social Media Management- Sam Hoover Create and maintain marketing campaigns, promote organization through social media channels, monitor progress with analytics tools•Social Media Director- Susan Sayler Manage social sites, look at analytics, monitor trends.•Social Media Coordinator- Eryn Carman Write, review, edit and coordinate content for social media.

SOCIAL MEDIA POLICYSocial media is imperative in creating brand awareness for Compassion. It helps us better connect, share and interact with our public. We strive to be a resource for them always. We are all brand ambassadors for Compassion. We use social media largely for outreach and long to ignite a passion for ministry. We must abide by these guidelines:•Be polite and courteous always.•Be human.•Use common sense.•Be quick in response•Be honest and transparent•Be genuine•Be a resource•Think before a response or post•Demonstrate Godly Character•Humbly Listen•Don’t be afraid to ask for help or a second opinion.

SOCIAL MEDIA POLICY Compassion means “to suffer with”. It is an emotional response of sympathy. It is more than just a feeling. This feeling is combined with a desire to help others. Since we have compassion, we want to take action and help those who are suffering. We are to convey our definition of Compassion always. At Compassion we take social media very seriously. We are ambassadors of Christ and strive to be a light to the world at all times.

With this in mind, all are to strictly abide by the guidelines given. Any violation of the social media guidelines will be handled accordingly and may result in termination, legal actions including prosecution or any action deemed necessary by the company.

CRITICAL RESPONSE PLAN If an inappropriate post is made by a Compassion International social media channel, the following actions should be taken: Screenshot post and comments. Delete post immediately. Notify Sam Hoover (Social Media Manager) or Jim Mellado (President/CEO) immediately. Sam and Jim will evaluate the situation/ any damages done and determine the appropriate course of action.

Sam will write a formal apology to the public. Jim must approve. Jim will meet with employee in question and determine appropriate consequence if necessary.

Each issue will be handled individually and uniquely according to the nature of the situation. There is no pre-approved messaging.

CRITICAL RESPONSE PLAN SITUATION #2 Sponsor has not received confirmation email, funds were taken from account.•Instruct them to check spam folder.•Use name to look up account in our system. Email their child’s information and sponsor ID to them directly.•Reassure and remind them that a welcome packet will come by mail within 15 days of beginning a sponsorship.

Preapproved messaging: Hi ___! Thank you for supporting a child with us! Welcome to the Compassion family. Have you checked your spam folder for a confirmation email? You might find our email there. However your child's information and sponsor ID will not come through email. You will receive a welcome packet in the mail within 15 days of beginning your sponsorship, so you should be receiving it very soon! I would be happy to look up your account and email your sponsor number to you. What is your email?

CRITICAL CONTACTSOwner Name Telephone EmailPresident/CEO Jim Mellado 353-275-3927 jimmellado@com

passion.orgSocial Media Manager

Sam Hoover 847-372-2857 s.hoover@compassion.org

Social Media Director

Susan Sayler 839-670-3927 Susan_sayler@compassion.org

Social Media Coordinator

Eryn Carman 657-285-3849 carmane@compassion.org

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MEASUREMENTS AND REPORTING RESULTS

Quantitative KPI’s:Period of report: 4 monthsChannel Volume Percentage of

TrafficConversion Rate

Facebook 4800 Website clicks + 11% increase

16% 8%

Twitter 3100 Website clicks + 6% increase

8% 4%

Instagram 900 Unique visits + 9% increase

22% 2.2%

LinkedIn 250 Website clicks + 8% increase

5% 1%

QUANTITATIVE KPI’S CONT.

Facebook Twitter 0%

2%

4%

6%

8%

10%

12%

Effectiveness of Visuals on Twitter & Facebook

Video Images Infographic

Information gathered from June 2015-January 2016. Video is most effective with our followers when it comes to visuals. It has almost double the effect that images have on both channels. Followed by infographics, and then images lastly.

QUANTITATIVE KPI’S CONT.Monthly Averages- June 2015-January 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 70,000 unique visits

7% 3%

Facebook 111,000 unique visits

15% 2.3%

Instagram NO DATA NO DATA NO DATAPinterest 10,000 unique

visits2% 0.5%

LinkedIn 7,000 unique visits 0.7% 0.3%

QUANTITATIVE KPI’S CONTINUED

Social Network

URL Follower count Average Weekly Activity

Average Engagement Rate

Facebook https://www.facebook.com/compassionintl/ 376,343

+ 200% growth8-10+15% increase

4%

Pinterest https://www.pinterest.com/compassion/ 19,800

+120% growth12+120% increase

1.5%

LinkedIn https://www.linkedin.com/company/compassion-international

17,124+20% growth

1+3% increase

1%

Instagram https://www.instagram.com/compassion/ 49,100

+50% growth5-7+50% increase

3%

Twitter https://twitter.com/compassion?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

217,000+300% growth

15-20+200% increase

2 %

From June 2015-January 2016

QUALITATIVE KPI’S Sentiment AnalysisAn analysis on 75 Instagram, 75 Twitter and 75 Facebook posts revealed the following:•Positive sentiment from people interacting with the child they sponsored. Many praising the initiative of Compassion.•Very little negative sentiment. Only came from those complaining that they did not yet receive their confirmation packet or email.

Proposed Action Items•Consider #seventimesseventytimes sponsorship campaign to try and encourage sponsorship. Goal: at least 7 new kids sponsored each day for 70 days in a row. •Consider a plan to build our LinkedIn channel.