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Client: Urban Creek Council Social Media Audit

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  • 1. UCC SOCIAL MEDIA STRATEGYSunday, December 29, 13

2. Agenda The Ask What we will do?Audience Who are they? Where do they get their information? Why do they share information?Social Media Audit Facebook TwitterRecommendations Best in class examplesSunday, December 29, 13 3. THE ASKSunday, December 29, 13 4. The ask Help UCC to understand better how to maximize the contributions of social media to achieve their outreach goals.Sunday, December 29, 13 5. What we will do? We will Sharpen, update and professionalize UCC social media image by doing a social media audit and give recommendations for their Twitter and Facebook pages.Sunday, December 29, 13 6. AUDIENCESunday, December 29, 13 7. Who are they? Environmental Enthusiast from 35 - 44 that live in the East Bay and north bay Area. They are part of ecologic groups in their city and do weekly outdoor activities. They are animal friendly and they use Social Media to share things, support causes and to be aware of important things in their friend circle.They are interested in learning, traveling and Family.Sunday, December 29, 13 8. Where do they get their information? They use Facebook to follow local projects or eco websites. They like to attend to events that are shared on this Fan pages. They are also part of Facebook groups to support or help in a cause or project.Sunday, December 29, 13 9. Why do they share information? Sharing is Caring The common thread of why people share is to strengthen or shape a relationship with other people.94% of the people who share consider whether or not the content will be useful to the recipient.70% of people said the content they share represents who they are and what they care about.78% share because it lets them stay connected to people they may not otherwise stay in touch with.84% share because it is a way to support causes or issues they care about.(source: The Psychology of Sharing,) Sunday, December 29, 13 10. Why do they share? Examples Supporting a cause and content they care about.Sunday, December 29, 13 11. UCC SOCIAL OVERVIEWSunday, December 29, 13 12. FacebookSunday, December 29, 13 13. Facebook COVERThe image has some relation to what the brand is about, but we could use this space to have a bigger impact in our users.Sunday, December 29, 13 14. Facebook COVERThe image has some relation to what the brand is about, but we could use this space to have a bigger impact in our users.POPULARITY As of December, 5, Urban Creeks has 183 Likes. Only 1 person talking about this which is something low consider the amount of likes they have.Sunday, December 29, 13 15. Facebook COVERThe image has some relation to what the brand is about, but we could use this space to have a bigger impact in our users.POPULARITY As of December, 5, Urban Creeks has 183 Likes. Only 1 person talking about this which is something low consider the amount of likes they have.Sunday, December 29, 13BUTTONSPhotos, Likes and notes. Very few tabs and not interesting enough. 16. FacebookSunday, December 29, 13 17. Facebook FREQUENCYPosts are not frequent There is two much time gap between postsSunday, December 29, 13 18. Facebook FREQUENCYPosts are not frequent There is two much time gap between postsPOSTS Currently the majority of UCC Facebook posts are posted directly from twitter. Post should be tailored to each individual channel.Sunday, December 29, 13 19. TwitterSunday, December 29, 13 20. TwitterBACKGROUND Background has no brand personality. The look has not an impact on usersSunday, December 29, 13 21. TwitterBACKGROUND Background has no brand personality. The look has not an impact on usersPOPULARITY Good amount of follows but low amount of followers. Tweets are very low. They follow mostly organizations and News twitters. There follow very few bay area persons.Sunday, December 29, 13 22. TwitterSunday, December 29, 13 23. Twitter FREQUENCYTweets are very infrecuent. Twitter is not used very regularly.Sunday, December 29, 13 24. Twitter FREQUENCYTweets are very infrecuent. Twitter is not used very regularly.TYPES Hashtags used consistently, but hashtag is very generic. Topics are not Frequently discussed.Sunday, December 29, 13 25. RECOMMENDATIONSSunday, December 29, 13 26. Engage people with questions Starting conversation with your followers by asking them questions is a great way to make them interact with your organization. This will also make them get more interest for issues that are important in your organization.Examples Oceana Starts conversation with a trivia question about what is killing whales?Sunday, December 29, 13The Breast cancer ask people to see images and share which one they is their favorite. 27. Post regularly to build and nourish your relationship All relationships need constant nourishment. Information should be frequent. Having a schedule for your post will make the conversations alive between you and your followers.Examples Invisible children various and continued tweets in one day.Sunday, December 29, 13 28. Time your content Create calendars that that shows what are you going to say and when you are going to say . Also create content that is time relevant.Examples St Jude Children Hospital share content that is relevant to the season.Sunday, December 29, 13You can schedule your posts by date and time in your Facebook Fan page. 29. Let people know how they can help Let people know what they are here for. Sometimes they just need a little reminder and encouragement. Guide them into that direction, even if you need to tell them exactly what to do.Examples Greenpace asking to help them saves Santas Home and giving them a link.Sunday, December 29, 13Charity Water encouraging people to start a campaign by giving them a link and explaining them how. 30. Add a Donate Button UCC has a donation option on their website but not on Facebook. Adding a donate button to Facebook its very easy and it cant hurt to remind visitors that they can donate anytime.Examples Greenpace has a donate button for specic causes.Sunday, December 29, 13 31. Adding buttons is easy So lets add some more to keep it interesting. Buttons are useful for setting apart important information that doesnt change regularly. Content in buttons are more easily accessible and dont get lost in the feed.Examples St Jude Children Hospital meet our Partners and holiday Gifts buttons.Sunday, December 29, 13Red has an events button tab that show upcoming events and locations. Adding a events & announcements tab would help people know when and where they can be part of a restoration project or a UCC event. 32. Create magnetic content People love to share beautiful photos, heartfelt stories, current events and to show support for a cause. Create content that inspire people, content that is brand relevant, that represent who they are and that tells a story.Examples Charity Water beautiful photos that speak for itself. Stand up to cancer heart feeling story, which is relevant to the brand, its inspiring and tells a story.Sunday, December 29, 13 33. Inspire your fans visually Images can inspire and move viewers to take action. Users like to visit places that are informational and visually appealing.Examples Unicef use background images to have an emotional connection with the user. This also help showing what your organization is about.Sunday, December 29, 13A great way to increase engagement is to increase changing out your Facebook page cover. By doing this you will be found and seen in the news feed, You can Add information that is current. Educate your fans on current news. And keep it fresh, active and make users wanting to come back. Unicef changes their cover photo at least once a month. 34. Use Twitter and Facebook for different things Twitter could be used as the place were they have more opportunities to network. They can connect with other organizations with similar interest and is also a great place to reach people that are not aware of them. Facebook is more of a place for volunteers and individuals that are already involved with UCC in any way. Post can contain similar information but most of the time, it should be different from one another.Examples Amnesty international connects with politicians and other important people that in other channels would be impossible to reach.Sunday, December 29, 13 35. NEXT STEPS -Start making changes on Facebook and Twitter pages based on the recommendations - January 1, 2014. -Create a calendar with: Weekly Posts, Monthly cover picture change, Events, Important dates that need to be aware of - January 15, 2014. -Add Facebook and Twitter icons to your WP site. January 20, 2014. -Start using Facebook and Twitter and compare results each month with Facebook and twitter Metrics. January 25, 2014.Sunday, December 29, 13