Mamta HIMC Social Media Communication Strategy by Samyukta Media

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Information about Mamta HIMC Social Media Communication Strategy by Samyukta Media

Published on January 21, 2016

Author: sanjuktabasu

Source: slideshare.net

1. Review | Plan | Action By Sanjukta Basu Samyukta Media 9/25/2015 Mamta HIMC: Social Media Communication Strategy Mamta Health Institute for Mother and Child

2. Mamta HIMC: Social Media Communication Strategy 2015 1 Content Part I - Review ......................................................................................................................................................................2 1) Existing social media visibility and relevance ...................................................................................................2 2) Position on Google Search....................................................................................................................................4 3) Comparative Online Visibility...............................................................................................................................6 4) Conclusion and recommendation........................................................................................................................8 Part II Communication Strategy.....................................................................................................................................9 1) Objective:.................................................................................................................................................................9 2) Specific Actions................................................................................................................................................... 10 3) Type of content................................................................................................................................................... 10 a) Blog - https://mamtahimc.wordpress.com/............................................................................................... 11 b) Facebook - https://www.facebook.com/mamtahimc.org...................................................................... 12 c) Twitter - https://twitter.com/MamtaHIMC .............................................................................................. 13 4) Schedule of social media updates per month/week..................................................................................... 13 5) Methods to source or create content*............................................................................................................ 13 6) Projected outcome.............................................................................................................................................. 14 7) Methods of monitoring and evaluation ........................................................................................................... 15 Part III Engagement Strategy....................................................................................................................................... 16 1) List of global themes in which Mamta can position it as a subject matter expert............................... 16 2) List of groups, forums and networks to be joined and followed................................................................ 16 3) List of key words to be followed...................................................................................................................... 16 4) List of influential people, organizations, government bodies, corporate bodies to be followed ......... 16 Annexure I: List of URLs................................................................................................................................................... 17

3. Mamta HIMC: Social Media Communication Strategy 2015 2 Part I - Review 1) Existing social media visibility and relevance To find out Mamta’s social media visibility various searches were run on each social media platform separately and various parameters were checked – number of people reached, audience engagement, content, third party mention, usefulness of the platform etc. It is noted that the organization has a low visibility on social media. Among the significant social media platforms only Facebook is being used. But the outreach, activity, engagement on Facebook does not meet the desired communication goals. The official Facebook page has less Likes than the number of friends on Mamta’s individual profile. This indicates that people know about Mamta but are not aware of the Facebook page. Mamta staff, interns, and other organizations have mentioned Mamta but they have not tagged the page. This is a lost opportunity of reaching to more people and increasing page Likes. There are two inactive pages which were last updated 3 years back which should be deleted. There is no presence on Twitter but the organization is mentioned several times by Devnetjobs and other job portals on Twitter. Mamta’s partner organizations and other people have also mentioned though the number is less. LinkedIn has very limited presence with just 4 connections and no company page. But approximately 170 LinkedIn have mentioned Mamta has their place of work, but because of lack of a company page they couldn’t tag the organization. The relevance of LinkedIn is slightly lower than Facebook and Twitter so far as reach is concerned but it is important for reaching CSR trusts and recruitment. There is no presence on YouTube, Slideshare and Quora. Out of these SlideShare has the best potential of increasing the brand value by positioning Mamta as a significant knowledge producer in key theme areas. A SlideShare account is highly recommended. Table 1 Social Media Visibility Platform Presence Reach (Likes / Follo wers/ Frien ds/Co nnecti ons) Last visible update Engagement (Comments/Share/ Retweet etc) Mention by others (Yes/ No) Usefulness (High Moderate Low None) Observations and recommendations Facebook Yes: Official page 329 10- Sep- 2015 12 reviews with average star 4.2 Yes High Milestone page not fully updated. People mentioned Mamta but no tagging Yes: Individual profile 1083 Aug 21 There are considerable people liking and sharing the updates NA Moderate Mamta’s official page not connected to this profile. Cover photo of profile photo does not contain Mamta’s Logo.

4. Mamta HIMC: Social Media Communication Strategy 2015 3 Inactive pages 1 64 2012 NA NA None Inactive pages 2 22 Oct, 2012 NA NA None Twitter NO NA NA NA Yes High Many mentions by Devnetjobs, other job portals and few individuals – Pawan Verma LinkedIn Yes - Individual profile 4 NA Groups joined - 5 Yes Moderate No customized URL. No – Company page NA NA NA Yes Low Institute for Global Development have mentioned Mamta. Approximately 170 people have listed Mamta as their place of work YouTube NO NA NA NA Yes Moderate video featuring Mamta’s work by Capacity4dev SlideShare No NA NA NA No Moderate Slideshare would be useful in building the brand by disseminating knowledge resources Others Quora: NO NA NA NA No Low Pinterest / Instagram NO NA NA NA No Low Useful if there are a lot of photo content from the fields or if the organization producing lot of infographics. Blog - NO No NA Yes High LSE ICC Lab mentioned Mamta in their website

5. Mamta HIMC: Social Media Communication Strategy 2015 4 2) Position on Google Search Social Media communications do not work in isolation. It is required to be supported by a website/blog with rich content, regular updates and effective search engine optimization. To check the searcheability of Mamta’s website several Google searches have been run using key words related to Mamta’s theme, and the ‘top related searches’ as per Google Trends. Mamta website shows up at no.1 position when a direct search with the words ‘Mamta Health Institute’ is done. But when searched for top related search (combinations of words usually used by net users) the result is not satisfactory. Some of the searches does not yield any result at all even within the first 5 pages of search results. Table 2 below lists the various search results. Table 2 Google search position S.No Key words Position Nature of content No.1 result with this search 1 Mamta Health Institute 1st Website Home page Mamta 2 Mamta HIMC 1st Website Home page Mamta 3 Child maternal health India 98th (tenth page) Theme page on the website CARE India 4 Maternal health awareness india No presence upto 5 pages Chetna India 5 NGOs working on maternal health India 74th Ekjut 6 Marginalized women’s health India No presence upto 5 pages Biomed Central / CARE India 7 NGOs working with marginalized women India No presence upto 5 pages CARE India 8 sexual reproductive health india 3rd Theme page on website UNFPA 9 Sexual reproductive health No presence upto 5 pages UNFPA 10 NGOs working on sexual health India 16th (second page) Theme page Sneha Mumbai 11 NGOs working on youth sexuality India 21st Theme page Sneha Mumbai 12 young people reproductive health india 1st Theme page on website Mamta 13 Reproductive health india 6th page Theme page on website UNFPA 14 NGOs working on reproductive health india 25th Sneha 15 HIV AIDS initiative India No presence upto 5 pages Avahan FHI 360

6. Mamta HIMC: Social Media Communication Strategy 2015 5 16 NGOs working on HIV AIDS India No presence upto 5 pages Desire society 17 HIV AIDS awareness program India No presence upto 5 pages NACO Results as per manual search on Google.co.in. Please note, this is not a key word analysis as done for the purpose of Search Engine Optimization (SEO)

7. Mamta HIMC: Social Media Communication Strategy 2015 6 3) Comparative Online Visibility In social media communications it is important to keep a track of the communication by other organizations, partners etc which are also working on same themes. By comparing our communication style and visibility with fellow organizations we can create new strategies for effective and unique communication. Mamta’s online / social media visibility is low in comparison to organizations such as Sneha Mumbai, SAATHI, Chetna, Smile Foundation, CARE India, UNFPA, FSD, CREA, ICRW – all of which show up most frequently on Google when searched for any theme related to Mamta’s work. Number of websites linking to Mamta (25) is also low comparison to Sneha Mumbai (79), CARE India (179), Smile Foundation (432). The peer organizations also have a much larger presence on social media sites Facebook and Twitter. However the lower bounce rate (number of people leaving the website from same page on which they landed) and higher daily time (time spent by each visitor per day) in case of Mamta indicates that visitors to Mamta website take interest in the content. This further indicates that most visitors already know the organization and use direct key words ‘mamta HIMC’ to reach the website. 9.10% 22.20% 53.10% 39.30% Lower Bounce rate Mamta HIMC Sneha Mumbai Care India Smile Foundation 16:16 04:18 01:42 03:05 Higher Daily Time Mamta HIMC Sneha Mumbai Care India Smile Foundation 329 2871 2,18,632 5,49,300 0 0 36,114 21,082 0 141 3270 179625 79 179 432 0 100000 200000 300000 400000 500000 600000 Mamta HIMC Sneha Mumbai Care India Smile Foundation Social media comparison Details in Table 3 Facebook Likes Website Rank in India Twitter Followers Other websites Linking

8. Mamta HIMC: Social Media Communication Strategy 2015 7 Table 3 Comparative online visibility Name of the organization Website Rank in India Bounce rate Daily time Other websites Linking Facebook Likes Twitter Followers Mamta HIMC NA 9.10% 16:16 25 329 NA Sneha Mumbai NA 22.20% 4:18 79 2871 141 Care India 36,114 53.10% 1:42 179 218,632 3270 Smile Foundation 21,082 39.30% 3:05 432 549,300 1796 Source: Alexa Ranking

9. Mamta HIMC: Social Media Communication Strategy 2015 8 4) Conclusion and recommendation Mamta’s online and social media presence does not do justice to the rich body of work done by Mamta over the last 25 years. Besides the official website, there are very few sources which give reliable quality information / communication regarding its work. People already aware of the organization are able to access the website but there are almost no ‘social hooks’ to keep them within the circle or to motivate them to come back. To improve the organization’s visibility and reach the following steps are recommended: •Install Facebook, Twitter widgets on the home page •Regular blog/website updates Website •Run paid camapign for at least 6 months •Campaign to increase both Likes and Engagement •Regular updates - at least 3-4 updates per alternate days •Engage with audience on popular pages Facebook •Paid campaign to increase followers •Regular updates with strategic key words •Regular participation in trending topics •Search for key words, themes and engage with other users Twitter •Upload knowledge resources prepared by Mamta over the years •Upload knowledge resources via Twitter/Facebook •Follow national international NGOs and engage with them SlideShare •Dedicated search enginge optimization campaign should be run to improve the ranking of the website SEO •Pinterest or Instagram useful since there is a lot of field work which produces photo content •YouTube useful for viral campaigns - requires dedicated budget •Quora useful for additional visibility and brand positioning Other social media platforms

10. Mamta HIMC: Social Media Communication Strategy 2015 9 Part II Communication Strategy 1) Objective: Mamta is a leading organization in the field of maternal and child health, nutrition, sexual reproductive health of young people, gender empowerment, communicable disease care and prevention, non-communicable disease awareness. Over the years the organization have not only benefitted countless marginalized lives but also created a pool of knowledge through its research and documentation work and field experiences. Following are some of the objectives and goals for a communication strategy for an organization of this stature – Green:Why; Purple:How; Blue:Whom  Gain greater online visibility by representing the total body of work to the global online audience on various platforms.  Build better trust in the organization and position it as world leader and subject matter expert in the thematic areas, by reaching out to academia, research scholars with knowledge resources.  Reach out to civil societies and development professionals with capacity building initiatives and workshop, advocacy efforts for increased collaboration.  Open up new opportunities for fund raising and partnerships by reaching out to CSR Trusts, funding agencies, corporate donors, government agencies, NGOs and high net worth individuals (HNIs) with the impact stories of the past years.  Recruit volunteers and change makers by engaging with millions of youth online who are open to learning about social causes and take small actions to bring change.  Raise awareness by sharing information and trivia with vulnerable groups, global information seekers online etc. Impact stories Knowledge resources Project reports and success stories Capacity building initiatives, advocacy Thematic trivia and Information to raise awareness CSR Trusts Research scholars / academia Global online audience / information seekers Development professionals High net worth individuals Government agencies Funding agencies Civil societies Youth community, vulnerable groups Social media hooks Official website integrated with blog, social media Search engines

11. Mamta HIMC: Social Media Communication Strategy 2015 10 2) Specific Actions In the first phase of the communication emphasis needs to be given to tweaking the website to support social media activities, and improve site traffic using SEO. A wordpress.com blog to be set up for weekly updates on current projects, and the blog updates to be distributed through Facebook and Twitter multiple times through the week. Note: Send email to all contacts informing them about the launch of social media communication and request them to join in. 3) Type of content Social media content should be creative and visually appealing with little text. Every update on Blog should have a featured image and Facebook updates should be supported with Photographs or infographics. Twitter should have a mix of text and photo tweets. There are tools available which can publish same content in multiple platforms with just one click however such mass publishing is not advisable. The content should be customized to suit each platform. For example an event announcement can be made on Twitter in 140 characters, or 100 characters plus a picture. Content Topics  Past and present projects updates  Upcoming events announcements, live Twitter  Awards, milestones, new partnerships  Profiling of interns, volunteers  Experience sharing by staff, interns, volunteers  Critical comment upon current media debate related to Mamta’s themes Actions for the website •Integrate wordpress blog with the website •Integrate Facebook and Twitter widgets with the website so that visitors are able to directly connect with social media pages without leaving the website. •Regular website updates giving latest information about current projects, photos, success stories •Announce the capacity building initiatives and workshops on the website •Initiate SEO campaign to improve search engine visibility Actions for Social Media •Facebook, Twitter, Blog and Slideshare to be used as main platforms. To keep all these profiles and pages fully udated •Any new content on the website or blog to be shared on Facebook and Twitter (F&T) •Weekly paid campaign on Facebook to increase Likes and engagements •Weekly blog on current projects, impact stories, journalistic stories of human interests etc •Impact stories, past achievements, event announcements to be shared through F&T •Knowldge resources to be diseminated via SlideShare •Integrate LinkedIn, with the other 3 platforms What should we share on Social Media? As a thumb rule, unless a part of your project or program is specifically to be kept confidential share it. Think of the audience as your friend with whom you share weekly / monthly progress in your life.

12. Mamta HIMC: Social Media Communication Strategy 2015 11 Some sample updates are given below as examples: a) Blog - https://mamtahimc.wordpress.com/

13. Mamta HIMC: Social Media Communication Strategy 2015 12 b) Facebook - https://www.facebook.com/mamtahimc.org Information about 10K Club Information about latest award

14. Mamta HIMC: Social Media Communication Strategy 2015 13 c) Twitter - https://twitter.com/MamtaHIMC 4) Schedule of social media updates per month/week Facebook Twitter Blog SlideShare 3-4 updates per alternate day All updates should preferably have a photo All updates should be tagged with proper key words Approximately 10 updates per alternate day. FB updates may be repeated, or reworded. Use proper key words as hashtags Share website information on Twitter 1 weekly blog update featuring the latest programs, articles on current media debate related to Mamta’s themes, experiences from community 1-2 documents upload per week and share the document highlights through F&T through the week. While uploading all fields must be properly filled with key words and other important information 5) Methods to source or create content*  One coordinator from Mamta to hold weekly telephone conversation with communication consultant to update about the current programs and understand the content requirement over the next few weeks  All project teams and community staff to prepare a monthly report regarding their projects and share with coordinator.  The coordinator to collect all monthly report and share with consultant

15. Mamta HIMC: Social Media Communication Strategy 2015 14  Project teams, staff, community staff to be informed about the importance of collecting lot of photos from the field since social media communication is very photo centric.  Mamta team to share past photo bank with consultant  Mamta team to identify which knowledge resources to be uploaded and provide soft copy in bulk to consultant  In case of important events consultant may personally attend event and share live updates on Twitter  Field visit to the community to be done by consultant to collect first hand journalistic stories, photos, videos  Develop a habit of sharing all sort of information with communication team, on almost daily basis. Let there be overload of information at communication teable. Unless some activity specifically to be not shared, share them.  Maintain a calendar theme wise  Develop a reporting structure and ensure all project reports are cc marked to the communication person *More specific method to be designed in consultation with Mamta project team and after properly understanding each project currently running 6) Projected outcome The social media communication is expected to increase Mamta’s online visibility and audience engagement considerably since this is the first time social media communications is a focus area of the organization. The following indicators are to be used to observe the growth in each platform along with a rough projection* Indicator Increased online visibility Growth in page Likes - 10 Likes per day with paid campaign Growth in total impressions, unique users – can’t predict numbers Growth in new followers - 1-5 followers per day Growth in impressions, profile visitors 10 to 15 unique visitors per day (after a month of launching the blog) Growth in documents views - Can’t predict numbers Increased audience engagement A growth in number Actions Growth in Twitter mentions Blog comments, Shares on Facebook/Twitter Growth in Favourites, Downloads, Comments Increased trust in the organization Combined efforts on all platforms should lead to increase in trust in Mamta’s work. Indicators would be: increased participation at events, email queries, testimonials and experience sharing by audience. A minimum period of 6-8 months should be invested before such growth is visible. *It is difficult to predict the exact numbers since the result depends upon the users

16. Mamta HIMC: Social Media Communication Strategy 2015 15 7) Methods of monitoring and evaluation Monitoring and evaluation of the effectiveness of the communication strategy would be done by consultant on a weekly basis. Each platform provides its own mechanism to pull reports containing the required information like number of people reached, number of likes etc. The above mentioned indicators would be monitored and accordingly strategy may be modified if needed. A monthly report would be shared with Mamta containing following format and indicators:  Social Media Highlights – overall growth in visibility and engagement  Top stories and activities: Facebook o Most busy day o Top 5 stories  Top stories and activities: Twitter o Top Tweet o Top mentions  Top stories and activities: Blog o Most popular blog post o Total number of unique visits o Total comments  Top stories and activities: Others if used o Total views of documents o Top 5 documents  Comparative analysis of Facebook pages of chosen organization

17. Mamta HIMC: Social Media Communication Strategy 2015 16 Part III Engagement Strategy The key to successful communication is not just to speak, but to also listen. Social media communications makes it possible for organizations and brands to be able to engage in meaningful conversation with the audience. By engaging with the audience organizations are able to build a trust in their brand, remain on top of the global conversations, avoid miscommunication, spread awareness about social issues and a lot more. Whom to listen:  People talking about Mamta  People talking about themes related to Mamta’s work  Mamta’s partners, donors and peers  Socially aware online audience  Media debates on topic related to Mamta’s work 1) List of global themes in which Mamta can position it as a subject matter expert Maternal and child health, nutrition, Sexual reproductive health of young people, gender empowerment, communicable disease care and prevention, non-communicable disease awareness, TB, HIV AIDS, youth, sexuality, sexual health, sexuality rights, social condition of marginalized people in urban areas, Government policies, 2) List of groups, forums and networks to be joined and followed To be updated after 7-10 days of live communication 3) List of key words to be followed Mother, child, nutrition, maternal health, sexual health, sexual rights, marginalized, development, HIV, health, urban poor, nutrition, HIV, AIDS, TB, Non communicable disease, 4) List of influential people, organizations, government bodies, corporate bodies to be followed To be updated by Mamta Team Influential people HNIs NGOs, Donors, Funding agencies Government Bodies, Ministry, Political Parties Corporate Social Responsibility Trust Educational Institutions

18. Mamta HIMC: Social Media Communication Strategy 2015 17 Annexure I: List of URLs --- Facebook Mamta Official page - https://www.facebook.com/mamtahimc.org Mamta HIMC – individual profile - https://www.facebook.com/profile.php?id=100004617039868&fref=ts Other inactive pages on Facebook:  Mamta Health Institute for Mother and Child- https://www.facebook.com/Mamta- Health-Institute-for-Mother-and-Child-209278925871295/  2nd page by same name - https://www.facebook.com/Mamta-health-Institute-for- Mother-and-Child-New-Delhi-134859116624457/ Wordpress Blog https://mamtahimc.wordpress.com/ LinkedIn  Individual Profile - https://www.linkedin.com/pub/mamta-himc/b8/590/b81  Institute for Global Development - https://www.linkedin.com/pub/mamta- himc/b8/590/b81 Youtube  Video featuring Mamta’s work by Capacity4dev - https://www.youtube.com/watch?v=YdxGQedhl1w List of websites / blogs which has mentioned the organization anytime in the past  http://icclab.com/2011/10/28/mamta-health-institute-for-mother-and-child/

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