SOCIALMEDIASM“ONLINEGIVING”STRATEGY JENNYFAVELA| CELL:(909)831-5615| UPDATED5/17/16

DISCOVERYYourorganization/department:LomaLindaUniversityHealth

Mission:PublicgivingtobuildhopeandsecureasenseofcommunityandprideVision:TohelpfundforVision2020campaignandcreateasenseofpositivecommunityprideinregardstothenewtowersthroughsocialmediacampaigns/posts.Goal($$):$360millionby2020.TargetAudience:

• Public• Stakeholders• Donators• Students–Alumni&Potential

Messaging:BuildHope.GiveNow.Positioning:Givingpage:GiveVision2020.orgStrengths:Multipleavenuesforposting,newsocialmediachannels,differentcompaniesalreadyhelpingsuchasKFROGorCorky’s.Weaknesses:Departmentisdisconnected–lackofsharinginformationorstories.Competition:

• Children’sHospitalofLosAngeles(CHLA)• St.JudeChildren’sResearchHospital(St.Jude)

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SocialMediaAnalysisofCompetition:CHLA

Messaging:“WeTreatKidsBetter”

• Website:o Socialmedialocatedatbottomrightofeachpage.o Eastdonationbuttonatthetop.o o Easywaytostartindividualfundraisingpageorsupportacause.o Awesomefeaturedfundraiserwithstoriesandamountcurrentlyraised.They

havepagesforeachindividualthatcanbeviewedandifsomeonedoesn’tputaphototheyaddapre-filledphotooftheCHLAlogo.

• Facebookpage:o ActualpatientforcampaignsuchasEllaandClaytono ObservancesusetheMakeMarchMatterlogowithfactsintheback.o Campaignt-shirtsforsaleandallproceedsdonatedtohelpkids.o Doesnotposteverydayo Milestones–videoso Celebritiesusinghashtago Companyusinghashtago Specificdeadlineusingmonthaka#MakeMarchMattero URLthesameashashtag+URLvanityMakeMarchMatter.orgo Thewebsiteissocialmediaprominentwithpartnerslistingatbottombut

dropdown• Twitterpage:

o Exactdayofmonthpostedwaystohelp–o Imageclear,short,simpleo Excitementofkickingoffgivingcampaigno throughoutthewholedayoffirstmonth–postaboutcampaigno Differentpeopledonatingo Influencersaka@LAKingso RTsfromdifferentpeoplesharingthegivingcampaigno Storiesinbetweeno Differentcampaignimagesofgivingo Listofpartnersthatarehelpingwithcampaigno PartnershipslikeIhopdayWecandothiswithCorky’s?–

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o o o o o o o o o o

o Marketingsupportforsocialmediagraphics

o 2daysaftereventcampaignforPancakeDaythere’spostaboutmissingitand

howtosupportplushowtomakeyourownpancakeswiththeirrecipes.• Instagram

o FollowsTwitter–Moreelaboratewording,moresocialmedia,askingtoaddhashtags

• Pinteresto None

• Google+o None

• LinkedIn

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o PostonMarchfirstcampaignpostaddedhashtag,addedhttpsiteformoreinfo

o Pancakedaycampaigno VideoofPizzadeliverytokidso Doctor’sDay+employeerecognitionordoctoro VideofocusedonMilestoneso

St.Jude

Messaging:“FindingCures.SavingChildren”

• Website:o Abilitytoexploreresearchcurrentlyhappeningo Donatebuttonvisibleatthetopo Socialmedialinkslocatedin“Connectwithus”atbottomlefto RecognitionandAwardsshownonthebottomrighto Freelanguagetranslationsavailableatthebottomo Patientstories,eventregistrationrequests,andsciencenewsshowninthe

middleofthewebsite• Facebook

o Personabletopatient,“SayhellotoAbigail”Undergoingchemotherapyandwhatshelikes

§ Lotsofdifferentpatientphotosandtheirstrengthtofightandshowinghowdonationscanhelp

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§ Patientstoriesandreadmoreindifferentwebsite

o Shopswagwhichdonationsgotohelphospitalo Lesshashtagsusedo Didyouknow…factsaboutfundstohelpoperateSt.Jude

• Twittero Moresporadico Thankingcompanieso Giftsforkidsatthegiftshop

• Google+o PostsarethesameasFacebookpostso Onlyobservancesandcampaignposts

§ Nothankingcompanies§

HowcanLomaLindaUniversityHealthbebetterthanthecompetition?Collaboratingtogetherandutilizingallourpartnersforhelp,usingexistingrelationshipsandeventstoemphasizeonthecampaign.

o Consistenthashtag–1hashtago #GiveVision2020

o Forexample,eventssuchasKFROGRadio-A-ThontohelppromotehashtagandcampaignplusURL

o WecanuseGoogle+andLinkedIn.o Hostvirtualeventstohelpfundraise–Campaignwithinacampaigno GetUniversityonboardandthedifferentpublications,calltoactionforinfluencers.

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o Lesspostingoneverysingleeventgoingon,butmoreonbiggerpicture–highlightevents.

o Socialmediamarketingassetsconsistentanddigitalspecificationsaremet.o Givingwebsiteiscurrent,uptodate,andengaging.o Usesignaturedesignwithgivingpage(frommeeting)orcreatenewLLUHpowerpoint

templatesw/givingopp?o UseTwibbon–changesocialmediaprofilestohelpbuildawareness.o Createswago Themedpostsforholidaysandobservances

Barriers:Timeincreatinggraphicmaterialsandsocialmediastrategyforacampaignwithinacampaign.Budgetthespendingitwouldtaketohostcampaigns–freeornotfree?Benefits:LotsofresourcesandAdventistconnectionswithstrongsupportforLLUHPLANNINGObjectivesWhat:Calltoactionforsocialmedia,aclearsimpleaction,“MeetJane,sheis11yearsoldandisfightingcancer.Shelovestoreadandcolor.GivenowandbuildhopeforkidslikeJane:Give.lluh.org”How:Contenttocreateseveralmessaging.What:Needpatientstoriestoshowhowwecanfurtherresearchtohelpbuildhope.How:Marketingtoprovidestories.What:UpdateaudienceonconstructionHow:Onceevery2weeks,speakwithconstruction(needhelpforcontact),onanythingspecificallyconstructionrelatedtoseeaboutupdates.Fridaymorning,LIVEFacebookat9amtoshowconstruction.What:SamelookthroughoutpostingwhenpostingaboutcampaignHow:Marketingtohelpcomeupwithaseveralapprovedtemplatesforsocialmedia.

• BottomhasacolorwithLLUHandthecampaignlogo,etc.(seeCHLAexamples)What:Funsocialmediacampaignsorthroughuseofgivingpage–virtual/digitalawardsHow:CoinDashChallenge,12DaysofGiftGiving,etc.MeasurableGoals:Threemonthspost-launchGoogleanalyticstocapturesocialmediatraffictogivingpage.Spredfastanalyticstocaptureanypostswith“V2020-Giving”Label.Socialmediachannels:Facebook,FacebookLive,Twitter,Instagram,LinkedIn,Google+,Pinterest,Periscope,YouTube,Flickr.

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TASKSObjectivesTargetAudience:Fansofpages,stakeholders,donators,potentialdonators,potentialstudents,Adventistconnections,corporations,localbusinesses.GeneralStrategytoAchieveGoals:

• Marketingtoprovidevisualidentityforallpages–Facebook,Twitter,LinkedIn,Google+

• Changebioandinfoonallchannelstoimprovegivingsearch• iFrameHTMLtoFacebook,createtabimagetoGiveNowonFacebook• AddthemesanddetailstoSpredfastCalendarfortheyear• Findbloggerstocoverthecampaign• Monitorconversations–nativelyandthroughSpredfast• AskforallMarketingandCHFeventstoasktheirpartnerstousehashtagforGiving

campaign-#GiveVision2020• MonthlyreportonGivingCampaign–engagement

Facebook• [FacebookLIVE]• Brandingonpage–cover• AddHTMLframeforGiveNowtab• Create“CallstoAction”buttononFacebook• Timeframeof1yearforhashtag?Postingspreadoutthroughtheweek• Sharerelevantarticlesandphotos• CreateYouTubetabtosharevideos• Aboutboosting/ads

1. Advertise$15forfirst5daysafterGivinglaunch2. Checkadvertisingcampaigntoseeifboost/adspriceisgood3. Lookforgoogleanalyticsreportonspecificads

Twitter• [UtilizePeriscope]• Backgroundcanbechanged• Createlistofkeyprofilestofollowortweetto• Post1everyweekforyear• Selectbestposttimes–analyzeafter2weeks• Automatedresponsetonewfollowers?• Sendtraffictogivingpage• RTrelevantinfo• Sharephotosakaconstructionorrendering• Usehashtag• Staycurrent

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• MonitormentionsandRTs• Identifyinfluencersandsupporters

Google+• Addimagesandposts• FollowFacebookpostingswithcalltoaction

Pinterest• DIY–Postaboutcreatingyourownfundraisingpage• Creatingapiggybank

Periscope• Significanteventspertainingto#GiveVision2020• Updateonconstruction• Q&AwithVision2020team?

LinkedIn• Setupbrandingcompanyprofile• Post1perevery2weeks?• Expandbusinesscontacts• Keywordsearching• BuildnetworkingthroughLinkedIn

YouTube• Sharevideos–AdvancementfilmstakecareofYouTube• CallstoAction• Makesuretagsareinplace:Vision2020,lluh,LomaLindaUniversityHealth,etc.• Videostobesharedonsocialmediachannels

Flickr• PostphotosfromtheGivingcampaigntoFlickr.GooglepicksupFlickrimageseasily,

greatwaytoadvertiseforfree.

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