social media white paper-jessica lui

7/31/2019 Social Media White Paper-Jessica Lui

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By Jessica Lui


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EXECUTIVE SUMMARY

The advent of social media on the digital frontier has marked a paradigm shift in

communications. This report aims to explore the effects of this phenomenon on the David

Suzuki Foundation (DSF), and how social media can be strategically leveraged to further the

organizations goals.

AN INTRODUTION TO DIGITAL MEDIA

The digital landscape has evolved profoundly over the last few years. In particular, the

Internet, social media, and mobile technology have revolutionized the manner in which

organizations communicate information to key stakeholders. An effective communications

strategy integrates both traditional and digital media to capitalize opportunities for

engagement. There are powerful benefits to digital marketing with the potential for exceptional

returns. As a result, there are significant opportunities to influence dialogue through directengagement with the target audience, but doing so effectively has a steep learning curve.

The successful use of digital marketing requires stakeholders to view media in a

different mindset. Digital media platforms are often free, but can be labor-intensive and

complex.1

They require a significant investment of resources in people, training, creating

content, tracking engagement, and refining strategy.2

Most organizations face two key

challenges: where and how to influence, and how to measure financial impact.3

Creating a

digital strategy that encompasses alignment with the organizations objectives, organizational

capabilities, organizational structure and culture are essential in successful implementation.

1Sayre, Katharine, Vaishali Rastogi, Paul Zwillenberg, Jody Visser, and Alannah Sheerin.Marketing Capabilities for

the Digital Age. Rep. Boston Consulting Group, 2010. Print.2

Ibid.3Roxane Divol, David Edleman, and Hugo Sarrazin. "The McKinsey Quarterly." Demystifying Social Media. (McKinsey, Apr.

2012). Web. 14 May 2012. .


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USING DIGITAL MEDIA

Based on market analysis and segmentation, organizations can create a custom selection of

digital channels. Digital channels include but are not limited to: websites, social media such as

Facebook, online communities, search/display advertising, and mobile technologies.4 There is

significant strategic value to using a selected portfolio of digital tools that is appropriate to

organizational needs and optimizing engagement.

DEGREE OF DIGITAL EVOLUTION

It is likely that organizations will shift digital channels and gain expertise over time. There are 3

distinct stages of maturity:

Experimenting Building Digitally Evolved

Digital Marketing is 10% ofMarketing Budget

Identify and engage with keyinfluencers in target

audience

Launch online communityMonitor online services

using web traffic analysis

Digital Marketing is >20% ofMarketing Budget

Use of advocacy programsfor key influencers

Refined engagement toolsEmpowered employees

Source: BCG Analysis

ASESSING DEGREE OF DIGITAL EVOLUTION

4Sayre, Katharine, Vaishali Rastogi, Paul Zwillenberg, Jody Visser, and Alannah Sheerin.Marketing Capabilities for

the Digital Age. Rep. Boston Consulting Group, 2010. Print.


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SOCIAL MEDIA JOURNEY

The target audience will interact with DSF at varying levels of engagement

depending on what information they have consumed, and how informed they are of the

issues that DSF brings awareness to. The target audience under goes a journey before

bonding any message: they first considerthe message, before evaluating how it fits with

personal values, based on personal experience. If they accept the message, they will

then advocate for the cause and form a bondwith the organization. It is likely that they

will further consider the communications that DSF uses to raise awareness of

environmental issues. The social media journey is not monolithic either and contains

four key steps: monitor, respond, amplify and lead. An amalgamation of the target

audience journey and the social media journey identifies which actions to take.

Monitor

social channels for

trends ,insights

Respond to

consumers

comments

Amplify current

positive

activity/tone

Lead changes in

sentiment or

behavior

Consider Brand Monitoring Crisis

Management

Referrals and

recommendations

Content Awareness

Evaluate Campaign Launches

Experience Providing

Support

Fostering

Communities

Customer Input

Advocate Brand Advocacy

Bond

Source: Adapted from McKinsey Quarterly: Demystifying social media

Stepsintargetaudiencejourney

Engage

ent

ExperienceAdvocate

Bond Evaluate

Consider


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RELEVANCE TO DSF: DIGITAL MEDIA AUDIENCE ASESSEMENT

DSF currently utilizes a portfolio of seven digital media platforms, five of which are social media

tools: Facebook, Twitter, Linkedin, Youtube and Flickr. The primary digital driver is currently the

website, followed by Facebook and email.

Website Primary digital media tool for sharing content,

linked to social media vehicles such as Facebook,

Twitter, and Youtube. Large reach for broad

audience.

The website has a large number of

users, however it also has a high

bounce rate (users leave page quickly).

Email Formal communications platform for preselected

list of those who have already expressed interest

Only 33.63% of users will open the

email, and too many emails can be

viewed as spam.

Facebook Large social network where people who follow

the David Suzuki page can receive updates, share

photos, and personal status. Linked to Twitter andYoutube.

Connecting to too many users can

dilute genuine connections

Twitter Microblogging site with 140 word limit. Linked to

Facebook and Website.

Low reach, mostly Facebook users who

also use Twitter

LinkedIn Professional network where people can exchange

messages and receive updates

V. low reach, no control over profile

Youtube Social network for sharing videos Specific purpose

Flickr Social network for sharing photos Low reach, specific purpose

(photosharing)

REACH

Source: Digital Media Analysis 2011 (Jessica Lui)

Website Email Facebook Twitter LinkedIn YouTube Flickr

926,887 170,315 221,437 1271 189 79 1,197


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DIGITAL MEDIA MEDIA PLATFORMS

Note that LinkedIn has been excluded since DSF does not have control over the company profile that is

automatically generated by LinkedIn. Individuals are encouraged to use LInkedIn for professional

networking, discussions, and content sharing with relevant groups.

VideoPhoto


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SOCIAL MEDIA PLATFORM USAGE

What To Do Learn the Language KPI

1.Use DSF Page to

provide regular

updates as

necessary using

status updates

3.Ensure that there

is a consistent

theme in your

messages

LIKE:allows users to

know if you approve a

post

# of likesreachtalking about this

POKE:Avoid for

professional

interactions

2.Coordinate with

communications to

reduce conflicting

messages

4.Keep your

message concise to

increase

engagement

STATUS:Microblogging

feature to provide

updates (share

text/picture/video)

TAG:Identifies a person

in photo/video

1.Use Twitter

Handle(DavidSuzukiFDN)

3.Follow other users

in industry

@:use to address

public message to otherusers

# of followers

RT:retweet to share

another users post

2.Post to other

social media

platforms (ie.

Facebook)

4.Make it to

#FF(Follow Fridays)

lists, to have others

suggest followers to

you

DM:direct message a

follower

#:hashtags categorize

tweets

1.Determine if a

video will contribute

to your campaign

3.Post to other

social media

platforms (ieFacebook/Twitter)

LIKE:ability of others to

vote videos up or down

# of likes# of comments

VIEWS:how manyindividuals have

watched your video

2.Use DSF account

1.Determine if

sharing photos is

primary purpose

3.Monitor

comments as

necessary

GROUP POOL:share

photos among a group

# of photos

2.Use DSF account


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CONCLUSION

Most organizations learn by testing different digital media platforms and evaluating their

success to determine what works best for the organizations needs. In regards to DSF, specific

projects may have unique needs, depending on the target audience, type of project, and

available resources. This report aims to provide a resource for DSF employees and volunteers

who are considering using digital media for communication or promotion. Ultimately, long term

success is dependent on committed leaders who understand the importance of social media

and test-and-learn culture.


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Appendix


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Accounts ( # of followers)

@DavidSuzukiFDN (17,237)

@DavidSuzuki (819)

@FondDavidSuzuki (452)

Accounts ( # of followers)

@DavidSuzukiFDN (17,237)@DavidSuzuki (819)


Digital Media Analysis - 2011

SUMMARY

Total Likes: 185, 384 (+ 1.28%)

Friends of Fans: 27,497,033 (+1.23%)

People Talking About This: 7,116 (+5.36%)

Weekly Total Reach: 221, 437 (+8.45%)

Facebook

DEMOGRAPHIC ANALYSIS (REACH/LIKES

GENDER

AGE RANGE

GEOGRAPHICAL ANALYSIS

Primarily Canadian Reach

Top Cities: Toronto, Montreal, Vancouver,

Calgary, Ottawa

LIKE SOURCES

1. On Page, New Feed or Ticker

2. Facebook Recommendations

3. Like Box/Like Button

4. Timeline (NEW Feature)

SUMMARY


To Referrer: Facebook

ACCOUNTS (# of FOLLOWERS)

@DavidSuzukiFDN (17,237)

@DavidSuzuki (819)


Twitter


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YouTube

SUMMARY

Views: 82,263 (+79 Subscribers)

Likes: 148

Dislikes: 20

Comments: 119

Shares: 46

Favourites Added: 153

Favourites Removed: 63

80%

10%

10%

Youtube Watch Page

Embedded Player

Mobile Devices

Other

PLAYBACK LOCATIONS

KEY DRIVERS OF TRAFFIC

59%

26%

15%View Referrals

(Inside Youtube)

Mobile Apps/DirectTraffic

View Referrals

(Outside Youtube)

LinkedIn

SUMMARY

Total Following: 1,189

Linked to blog and website

KEY PERFORMANCE INDICATORS

None-pages are automatically generated by

LinkedIn


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Email Newsletter

SUMMARY

Total Contacts: 137, 238

Total Members: 170 315


Open Rate: 51.33%

Click Rate: 33.63%

Bounce Rate: 1.22%

Flickr

SUMMARY

Total Members: 1,197

Photos: 3,498

Posts: 31


# of photos per project: (~3000)

SUMMARY


Top Referrer: Facebook

Visits: 1,324,125

Pages per Visit: 2.49

Average Duration per Visit: 2.5 min.

New Visits: 70.26%

Bounce Rate: 59.59%

Website

KEY DRIVERS OF TRAFFIC

45%

28%

23%

4%

Search Traffic

Referring Sites

Direct Traffic

Campaigns

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