Published on February 23, 2014
Social Media Strategy Enterprise channel strategy Company Name | Presentation Date Note: this is a template ONLY and all numbers and recommendations are used for example purposes.
Table of Contents 1. OVERVIEW • Current Social Landscape • YOY Growth Comparison Charts • Social Segments 2. STRATEGY • 3 Year Roadmap • Goals & Objectives • Channel Integration • Organization Adoption 3. THE VISION • Vision by Social Network • Testing & Future Plans
OVERVIEW CURRENT LANDSCAPE & PERFORMANCE
Overview – Social Landscape 8,000 2,000 240K 25,000 3,000 1,600 1.1 MM
Social Growth Competitor Comparison FY13: Increase in Facebook Fans BRAND VS. COMPETITORS 1, 2, 3…. FY13: Increase in Twitter Followers BRAND VS. COMPETITORS 1, 2, 3….
Social Demographic Comparison FY14TD FY13
Social Demographic Comparison FY13TD
By Segment Comparison Total US Industry Vertical Brand
STRATEGY THE 3 YEAR PLAN
3-Year Strategy YEAR 1 GOALS TARGET Top Influencers SATISFY • Identify highly active followers • Set up direct & indirect tracking • Social ad testing Create Engaging Content Arm network with shareable, high quality content YEAR 2 GOALS • Increase authorship •Social promotion & site integration •Increase engagement rates YEAR 3 GOALS GROW Increase Reach Build a highly qualified audience Build loyalty rewards programs for retention • Increase # of Fans • Segment social ads • New social networks
Revenue Goals • Increase total social revenue in by 10% • Increase social paid advertising ROI to ≥ .5:1 • Improve fundraising post conversation rate to > 8% • Improve FB donation form conversation rate to > 4% • Determine value of a social subscriber • Define cost per acquisition of a social donor • Follow the life cycle of a social media donor
Acquisition Goals • Collect email and mobile sign ups • Develop A/B content testing plan for specific audiences • Reach ultimate audience through initial audience • Increase Facebook Edge Rank ≥ 10% engagement rate • Create social personas and increase visibility into these social profiles via targeted messaging • Connect what people want to talk about related to our brand with engaging content
Moderation/Reporting Goals • Identify top influencers • Categorize user comments to define “Voice of a Fan” • Segment messaging to determine engagement by post • Improve tracking of viral sharing • Standardize promotional campaign reporting • Develop attribution model for social traffic • Focus on accuracy of reporting • Define best day/time to post per network • Provide real-time customer support
Channel Integration Plan • Social Content strategy added to planning docs • Visual & messaging consistency across channels for campaigns, products and programs • Internal Education: conferences, webinars, training • Add guidelines to Policy and Procedures Documents • Create an influencer Social Media Toolkit
TACTICS & VISION BY SOCIAL NETWORK
Facebook Purpose: To create a more visual, emotional and personal connection with our mission.
Twitter Purpose: To rapidly communicate information to followers and leverage partner outreach.
Google+ Purpose: To use brand focused content that will enhance online search results.
YouTube Purpose: To bring the brand to life with personal stories and promotional videos
Other Purpose: Explore and be agile to add new social networks as needed The Vision •Infographics •Pictures with quotes •Merchandise •Videos Board The Vision •Explore what works •Expand into programs •Consider campaigns •Tracking The Vision •Redesigned company pages •More consistent posting •Community groups The Vision •Strategy for account •Target Millenials •Moderation plan
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