saving grace uganda social media strategy
TRANSCRIPT
Saving Grace in Uganda Social Media Strategy, September 2016 By: Joel Kuhn, Digital Media Director
Table of Contents 1. ExecuBve Summary, September 2016 2. Social Media Audit
a. Social Media Assessment b. Traffic Sources Assessment c. Customer Demographics Assessment *No compeBBon assessment due to being a non-‐profit
3. Social Media ObjecBves 4. Online Brand Persona and Voice 5. Strategies and Tools 6. Timing and Key Dates 7. Social Media Roles and ResponsibiliBes 8. Social Media Policy 9. CriBcal Response Plan 10. Measurement and ReporBng Results
Executive Summary Our major social media prioriBes for 2015 will be growing our online following and community. The primary focus will be to give the target audience a clear, posiBve idea of the ministry through driving more traffic to our website by sharing more engaging, relevant content and building deeper relaBonships with our potenBal donors. Two major social strategies will support this objec4ve:
1. A plan to increase the volume of content we publish to our social profiles. 2. Encourage conversaBons and discoverability of content
Social Media Audit The following is an audit of Saving Grace in Uganda’s social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a compeBtor analysis. Social Media Assessment As of September 21st, 2016
Social Network
URL Follower Count
Avg. Weekly Ac4vity
Avg. Engagement Rate
Facebook /sgraceuganda 323 1 post per week
.02%
Twiber /sgraceuganda 158 None None
Instagram /savingraceuganda
733 1 post per month
33%
Social Media Assessment: The social media for the brand has essenBally been dead for the last 6 months. At present Bme Instagram seems to yield the highest engagement rates, although Facebook also seems like an effecBve pladorm for our goals. Twiber should be considered to be disconBnued unBl more managers arrive, in order to focus efforts on Instagram and Facebook.
Social Media Audit Website Traffic Sources Assessment Monthly Average January 2016 – September 2016
Source Volume Percentage of Overall Traffic
Conversion Rate
Facebook 500 Unique Visits
20% 6.8%
Twiber 10 Unique VisIts
1% .5%
Instagram NO DATA NO DATA NO DATA
Traffic Summary: At present Bme, Facebook is the biggest driver of traffic for our website. However, our email list drives even more. Although no data available, Instagram is certainly good for driving unique viewers.
Social Media Audit Audience Demographics Assessments Survey distributed in June/July via email list. Total applicant responses: 500
Age Distrib. Gender Distrib.
Primary Social Network
Secondary Social Network
Primary Need Secondary Need
60% 40-‐60 65% Female 35% Male
Facebook None Giving Tax deducBons
10% 25-‐40 60% Male 40% Female
Facebook LinkedIn Social Desirability
Giving
30% 18-‐25 50% Male 50% Female
Facebook Instagram Social Desirabilty
World Change
Audience Demographics Summary: An overwhelming majority of survey respondents are in the 40-‐60 age group, likely due to founder’s influence. A college age sub group has formed due to founders’ children’s influence. Facebook is overwhelmingly the most used social network, followed by Instagram. Audience expresses desire for giving, social desirability, and world change.
Audience Demographics
Social Media Objectives In 2015, the primary focus of our social media strategy will be to give the target audience a clear, posiBve idea of the ministry through driving more traffic to our website by sharing more engaging, relevant content and building deeper relaBonships with our potenBal donors.
Some specific objec4ves include: 1. Increase unique visitors from social properBes to website by 100% in 6 months via: a. Increased brand awareness through more posts on Facebook and Instragram
b. Increased interacBons through comments and messages on both pladorms c. More content produced on website
2. Increase Instagram followers to 3000 in 6 months. 3. Increase volume of visual content published on Facebook and Instagram channels by 200% in 6 months. 4. Work with Joel Kuhn CreaBve to release 4 viral videos
Social Media Objectives KPIs 1. Number of unique visitors from Facebook and Twiber 2. Number of Instagram followers 3. Number of weekly photo and video posts to Facebook and
Instagram 4. 4. SenBment analysis Key Messages � -‐Bringing hope to the hopeless� -‐Breaking cycle of poverty -‐Rags to riches -‐SBll more work to be done
Online Brand Persona and Voice
Online Brand Persona and Voice: • Inspiring • Hopeful • ChrisBan-‐Values
When Interac4ng With Customers We Are: • Encouraging • InformaBve • Friendly • Humble
Brand Voice Example
Brand Voice Example
Strategies and Tools Paid: Every Bme a major event is coming up, vital prayer request, or new SGU video comes out, promote the post. Pay parBcular abenBon to promoBng videos to the 18-‐25 year old demographic. Owned: Use #hopetohopeless on all inspiraBonal posts about street children. Encourage audience to add the hashtag to posts of their own when they see someone being helped. Once a month, highlight one or two #hopetohopeless posts from the community on Facebook and Instagram. Weekly post of a street child’s story, encourage audience to share in order to build brand awareness. Earned: Recruit college students to table on their college campuses, parBcularly UF. Host Spikeball or volleyball tournament as fundraiser. Encourage word of mouth talk to get new people to go on summer trips to Uganda. Tools: -‐Buffer -‐WordPress -‐Canva -‐GoogleDocs -‐SlideShare -‐Lightroom –Adobe Premier Pro
Timing and Key Dates Holiday Dates: • October 9 – Ugandan Independence Day • December 25th – Christmas • December 31st – Last day of charitable giving
Internal Events: • January 7th – First Day of School • June 2017 – Trips leave for Lira
Social Media Policies Social Media Roles and Responsibili4es: SGU Founder, President: Valerie Bransdorfer SGU Founder, Treasurer: Suzanne Kuhn Digital Media Director: Joel Kuhn Special Projects Director: Brian Roquemore Social Media Policy • Be respecdul to all • Use common sense • Be sure what you are saying is true • Speak as the organizaBon, not as individual person • Remember Ugandans are on Facebook too
Critical Response Plan Scenario 1: Inappropriate post posted to SGU Facebook Page – Ac4on Plan 1. When post is detected:
a. Take screenshot (Command+Shio+4) b. Delete post c. Alert Joel Kuhn, then Suzanne Kuhn
2. Joel, Suzanne, and Valerie discuss impact and reach, evaluate further acBon 3. Joel to develop appropriate follow up post, Suzanne and Valerie to approve 4. Joel to evaluate response to follow up post and see if email to list is necessary Scenario 2: Death of a street child or SGU program child – Ac4on Plan 1. Country director Ojok Fred to alert Valerie. Valerie to alert Joel. 2. Joel to write up post about tragedy 3. Joel to post alerBng audience following approval from Suzanne Pre-‐Approved Messaging: “Today we are deeply saddened by the death of a street child, [Child’s name]. Please pray for comfort those who knew him/her and that the Lord would allow more children to be relieved from the horrors that is African street life.”
Measurement and Reporting Quan4ta4ve KPIs – ReporBng Period: 3 months, Date as of September 20th, 2016 Website Traffic Sources Assessment – Timeframe: Monthly average July-‐September 2016 Source Volume % of Traffic Conversion Rate
Facebook 600 Unique Visits 20% 6.8%
Twiber 0 Unique Visits 0% 0%
Instagram No Data No Data No Data
Social Network URL Follower Count Avg. Weekly Ac4vity
Engagement Rate
Facebook /sgraceuganda 615 +100% growth
7 posts per week +700% increase
12%
Twiber InacBve 153 0 0%
Instagram /savinggraceuganda
1673 +125% growth
5 posts per week +1000% increase
44%
Measurement and Reporting • Our Instagram following has grown by 895 in 3 months, on track to hit the target of 3000 followers in a 6 month Bmeframe. It’s important to note that the average interacBons per post have increased by 55% from 242 to 403.
• The social content team has done a remarkable job of curaBng and creaBng great visual content. We have reached our goal of increasing visual content by 200% in 6 months on Facebook and Instagram. A key tacBc to this growth has been the weekly street child stories. This content is received very well within our community.
• We have gone inacBve on Twiber, which has allowed us to focus our efforts on where our audience really is.
Measurement and Reporting #hopetohopless Hashtag Performance • Between July 1, 2016 and September 1, 2016 the hashtag was menBoned 35 Bmes on Facebook and 46 Bmes on Instagram.
Proposed Ac4on Items • ConBnue #hopetohopeless and Street Kid Stories campaigns • Work to create more blog content • Hire addiBonal help in order to add Twiber to arsenal as well as more content overall
• Bring photographer on next trip to Uganda for more visual content