flowers4achange
TRANSCRIPT
Final Social Media Project
Tom Walker
Sandra D’Pablos
LFGSM October 2012
Company opened by Rosina Walker in Jan-2012
Make a Difference & Raise Awareness for Juvenile Diabetes
Donate to JDRF (Juvenile Diabetes Research Foundation) thru sales of home-made duck tape flower pens
Actively engage on JDRF activities (Sport activities, fund raisers) and share with community, family, friends and clients to promote her cause
Show appreciation for company Sponsors who advertise/sell Rosina Pens
Flowers4aChange has a website that is used to
sell Rosina’s flowers http://www.flowers4achange.com
The Site also contains Rosina’s story and a
Guestbook tab
We needed to:
Understand what Rosina wants for her business
Discuss SM strategy proposal
Discuss what Tools we Recommend and Why
Discuss how to leverage existing Website to integrate SM programs already in use
Get commitment from Rosina for sustainment of SM tools
Identify metrics and targets for the strategy
Increase Awareness of Type 1 Diabetes (T1D)
Increase Funds raised – Target $20K per year
Make Connections - Who to follow
Celebrities
JDRF
Other associations and advocates
Thru SM provide support to other newly
diagnosed children with T1D
A comprehensive Social Media Plan tailored
to Flowers4aChange organization
Account setup for:
Consistent branding and awareness across SM
areas
Baseline website metrics and measure
growth after launch
Set initial SM metric targets and monitor
progress
Integrate current Website with SM tools
SM Tools Discussions / Pros / Cons
Twitter • Explained basics
• Confirm this will be used
• Easier to use
• Many JDRF pages
• Separate from personal
Blogger
• Next step due to maintenance needs and informational needs
• Join existing blogs within JDRF and other advocates
Google+ • Use only for SM planning
• Too complicated and not a lot of awareness
• Create images to tell the story • Not a lot of work
• Awareness mostly with women and link with Twitter and
YouTube • Use to make videos and post to JDRF Channel • Will not make her own channel
• Make a profile • Not be proactive
• React link requests
Awareness Interest Appr./Trial Adoption
Knowing – Doing Gap
• Met with Rosina face to
face
• Explained each SM tool
and its benefits
• Provided context for
workload/commitment
for each SM tool
• Who are Rosina’s
customers & would SM
be a benifit
• Did Google Hangout
between Tom, Sandra
and Rosina
• Engage her in the
creation of her
• Designed Facebook
Logo
• Created Facebook
account linked
with her Website
• Rosina to create
Video to use in
Facebook and
other SM places
• Rosina is fully
committed to
promote her
Flowers4aChange
cause thru SM tools
Review Current Business Metrics
Websites Requests
Pens Sales by month
Donations by month
Set Targets
Item Actual Target
# of website visits 133 (in Oct) 200 per month
Likes NA 20 per month
Donations YTD $3K $20K per year
Sponsors 6 10 to 15 locations
Before the project Dec 2011 – Sept 2012 Dec 2011 Business Idea
Jan 2012 Launch Website and e-commerce
May – Sept 2012 Six Sponsor placements
During the project Sept – Oct 2012 Completed SM account setups
Initial FB page design
Strategic SM Planning
Launch FB, Record YouTube Video, Create LinkedIn Account
Use Google+ Hangout for presentation
Future Milestones Nov 2012 and on… Launch Twitter and Pinterest – Nov 2012
Integrate SM Tools to Website - Nov 2012
Create Calendar of Events in FB - Nov 2012
Add e-Commerce functionality to FB page - Dec 2012
Tie Sponsor SM sites to Flowers4achange SM sites – Jan 2013
Monitor progress and adjust as appropriately – Monthly
Continue to investigate other SM tools (i.e. Google+, FourSquare, etc)
What Worked
Follow Innovation Mapping Adoption model:
Awareness, Interest, Trial and Adoption
Starting with an active web based business model
Knowing the client and cause
Client had SM experience
What Didn’t Work
Compressed Time Line
Unknown as full launch not complete
Future clients would require greater
investigation and research
Tie SM Launch to New Strategic Business Plan
such as next generation product or sales
campaign
Involve Sponsors in SM planning earlier
Create digital media prior to launches
