Habitat for Humanity

BY: NYKECIA JAMERSON

DATE:2/19/17

Table of ContentsExecutive Summary………………………………………………………………Slide 3Social Media Audit………………………………………………………………..Slide 4 Website Traffic………………………………………………………………....Slide 5 Audience Demographics………………………………………………….Slide 6 Competitor Assessment………………………………………………..Slide 7Social Media Objectives……………………………………………………………...Slide 8-9Online Brand Persona and Voice…………………………………………………Slide 10Strategies and Tools…………………………………………………………………Slide 11Timing and Key Dates………………………………………………………………Slide 12Social Media Roles and Responsibilities…………………………………………Slide 13Social Media Policy…………………………………………………………………Slide 14Critical Response Plan……………………………………………………………Slide 15-16Measurement and Reporting Results……………………………………..Slide 17-20

Executive Summary• Our major media priorities for 2017 is to increase the donations that

we receive on our website.

• The primary focus will be to drive people to our website through our social media channels in order to receive more donations so that we can finance more projects.

• Two major social strategies that will support this objective• Post things that entice people to want to visit our website• Start a trending hashtag that will allow us to reach more people

Social Media AuditSocial

NetworkURL Follower

CountAverage Weekly

Engagement

Average Engagement

RateTwitter Twitter.com/

Habitat_org466,000 11 posts per

week6%

Facebook Facebook.com/habitat

500,474 7 posts per week

7%

Instagram Instagram.com/habitatforhumanity/

42,000 3 posts per week

5%

Pinterest Pintrest.com/habitathumanity/

5,467 0 posts per week (1 post every few months)

2%

YouTube Youtube.com/HabitatForHumanity

3,715 0 posts per week (1 post every few months)

1%

Website Traffic Sources AssessmentSource Volume Percentage of

Overall TrafficConversion Rate

Twitter 5,000 unique visits

20% 2.3%

Facebook 7,000 unique visits

30% 3.3%

Instagram 2,000 unique visits

10% 1.4%

Pinterest 500 unique visits 2% 0.3%

YouTube 200 unique visits 1% 0.1%

Audience Demographics Assessment Age

DistributionGender

Distribution

Primary Social

Network

Secondary Social

Network

Primary Need

Secondary Need

15-30 48% Male52% Female

Instagram Twitter Volunteer to fill a certain amount of hours. Meet new people who enjoy helping like them.

Help people/give back to the community.31-40 Facebook Twitter

41-50 Facebook Instagram

50-60 Facebook Instagram

Competitor AssessmentCompetitor

NameSocial Media

ProfileStrengths Weaknesses

United Way Worldwide

FB:UnitedWay They post everyday and multiple times a day. They also interact often with a majority of the visitors that frequent their page. A lot of conversation is generated by their posts.

They do not have anything on the page that would make them stand out or catch a person’s eye as soon as they arrive.

Catholic Charities USA

TW: Catholic Charities

They post engaging content that strikes interest and appeals to many.

They don’t post as often as they should on a network that is as popular Twitter.

Social Media Objectives• In 2017, the primary focus of our social media strategy will be to

increase donation revenue by effectively placing engaging posts that motivate people to explore our website and donate.

• Some specific objectives include:• Increase visits to our website by 40% in 5 months• Increase hashtag use on Instagram posts• Retweet tweets from followers that relate to our brand.

• Increase Twitter users by 4,000• Post things exclusively on Twitter and tell followers from our other site to go visit

and follow us so that they can learn about the information.• Increase interactive posts on all platforms by 50% in 6 months.• Post at least twice a day

KPI’s

• The number of donations we receive during the month.

• Increased number of Twitter users

• Increased number of Facebook users

• Increased number of Instagram users

Key Messages

• Working together to build something greater

• Build lasting relationships with people from all over

• Donating money helps in more ways than one.

Social Media Objectives

Adjectives that describe our brand

• Organized

• Helpful

• Hard-Working

• Inclusive

When interacting with individuals (Volunteers)(Those that we are helping)

• Kind

• Informative

• Caring

Online Brand Persona and Voice

Strategies and Tools• Start the hashtag #buildtogether and use it on

all of our posts.

• Retweet individuals who use our hashtag

• Take pictures at all of our events and use the hashtag

• Put exclusive information on our website that is unlocked by using that hashtag.

• Partner with other organizations to help get our word out

• Hand out merchandise at our events with the hashtag and put essential information on our website such as the event location

• Tools• Hootsuite• Twitter• Buffer

Timing and Key Dates• Thanksgiving

• Christmas

• Valentines Day

• Labor Day

• Carter Work Project 2017: July 9-14

• World Habitat Day 2017: October 2

• National Build Week 2017: April 2-8

• Reporting Dates• Reporting will occur once a

month. Precise Dates TBD

Social Media Roles and Responsibilities

•Marketing Director-John Fletcher• Social Media Manager- Meagan M. Engle• Social Media Coordinator-Avery Clifton•Website Specialist-Kayla Mumford

Social Media PolicySocial media is meant to spread the word and connect with the masses. It is also meant to be used for the purpose of having fun and reflecting on all that we have accomplished. However, through this we must make sure that we are professional and kind at all times. Make sure when communicating on any of our social channels that you follow these guide lines.

• Answer all questions effectively

• Never be inappropriate• Ex: Cursing, insulting people

• Ask questions if your unsure of how to answer someone.

• Be mindful of the things you post and make sure that it won’t be taken offensively.

• All in all remember that we are here for you so ask questions!

Critical Response Plan

•Scenario 1-Donation money is suspected of being taken for personal use

• Have Meagan assure everyone on all social media channels that the situation is being looked into.

• Have Meagan alert individuals to how much money was used and what exactly it went toward so that they can see no money was taken for personal use.

• Have Meagan apologize fore the confusion and reiterate that we have an honest organization.

Preapproved Message

Sorry for the confusion but rest assured that we are an organization that is focused on doing good and we would never risk losing your trust.

Critical Response Plan

•Scenario 2- Website gets hacked

• Kayla to alert Meagen

• Have Meagan explain the situation and let everyone know that it is being looked into and that everything is under control.

• Assure them that no personal information of theirs will be released.

• Keep people up to date so that they are aware of what's going on at every step of the way.

• Apologize for it happening and assure everyone that they can still trust the organization and that steps are bing taken so this doesn't happen again.

Measurement and ReportingSource Volume Percentage of

Overall TrafficConversion Rate

Twitter 5,500+10% increase

30% 3.3%

Facebook 7,700+10% increase

40% 4.3%

Instagram 2,1000+5% increase

15% 2.0%

Measurement and ReportingSocial

NetworkURL Follower

CountAverage Weekly

Engagement

Average Engagement

RateTwitter Twitter.com/

Habitat_org550,000 21 posts per

week12%

Facebook Facebook.com/habitat

580,474 14 posts per week

14%

Instagram Instagram.com/habitatforhumanity/

50,000 6 posts per week

10%

#BuildTogether Hashtag performance• This cause an increase in website

traffic by 20%

• Caused a 10% increase in likes on our Instagram photos

• Caused a increase in donations by 15%

KPIs

• After doubling are posts we received a lot more followers and subscribers to all of our networks.

• Also, we increased interactions with everyone and ultimately drove more traffic to our websites.

• Increase followers caused increased traffic to our website by 15%

• Posts of what the money has been spent on increased traffic to our website by 5%

Measuring and Reporting

Marketing and Reporting• Proposed Action Items• Continue to use hashtags and retweet our followers• Continue to post exclusive things on our website so that people continue to

visit• Continuously post the houses we have been able to build with the donated

money.