Social Media Strategy

#HELPChangeALife

Our Semester at a Glance

Challenge: Social Media Overhaul
Goal: demystify Social Media and its many uses
3 target audiences
General Awareness
Donors
Volunteers

#HELPChangeALife

General Best Practices

Consistent Profile picture
Post content related to your organization
Monitor and actively respond to people who are talking about
your organization
Develop a schedule of what content to post

#HELPChangeALife

Profile Changed: Mobile

#HELPChangeALife

Profile Change: Desktop

#HELPChangeALife

General Awareness

#HELPChangeALife

Target Audience
Age: 18 to 55
Gender: Male/Female

Location:
Cleveland-based

#HELPChangeALife

Objective:
To increase general awareness of H.E.L.P. and their mission to help
children living in rural regions of Africa to become integral members and
leaders in society through quality education.

#HELPChangeALife

Goals to Meet Objective:

Create consistent timeline of posting
Create feel good / happy content
Capitalize on H.E.L.P.s 10 year anniversary
Involvement with National Awareness Months

#HELPChangeALife

Social Platforms
Facebook
Instagram
Twitter
Website
Blog

#HELPChangeALife

#HELPChangeALife
#HELPChangeALife

Facebook
Create events
Include more pictures of children
with founder
Provide links to H.E.L.P.s general,
volunteer and donor info

Post on Facebook when a new

blog post is created - give preview
of blog post.

Instagram

Twitter

Blog

Youtube

Post pictures
from Malawi
once a week, no
"call to action",
more so to
share the
experience

Use Twitter to draw

people to your
other social
platforms (blog,
facebook,
Instagram)

Have several
different
volunteers
provide blog
content about
their experiences,
in the states and
in Malawi

Produce more
video content
with volunteers

Post Meet So-nSos

Look at calendar for

examples
New influencer list
Hashtag:
#HELPChangeALife

Regulate what days you post

what.
For example:
Mondays are photo days
Tues/Thurs are blog days
Fridays are event days

#HELPChangeALife

One blog post a

month to start
(by different
people/departme
nts)

Video tour of
the school

Create Consistent Timeline of Posting

Facebook:
Thursday and Friday (most popular days)
Once each day
Twitter
Monday, Tuesday, Thursday, Friday (most popular days)
Twice per designated day

#HELPChangeALife

Create Consistent Timeline of Posting (cont.)

Instagram
Wednesday (most popular day)
Since Instagram will be used mainly to help gain traction
on bio stories Meet So-n-So, once a week will help keep a
consistent pattern (that isnt too overwhelming)
Use Hashtag
#HELPChangeALife
TagBoard helps aggregate hashtags across all platforms to see
how your hashtags
are being used on all
platforms
#HELPChangeALife

Create Feel Good/Happy Content

#DidYouKnow
Educational statistics in Malawi
Followed by what H.E.L.P. is doing to curb that statistic
Meet So-n-So [bio stories]
Malawian children and how theyre being affected
H.E.L.P. volunteers and their stories

#HELPChangeALife

Examples of Content
Meet So-n-So:
Facebook Example:
Meet Sarah, she is 8 years old whose favorite
subject is science and hopes to become a
doctor when she grows up. We are helping
change a life. You can, too!

#DidYouKnow:
Twitter Examples:
#DidYouKnow: In Malawi, there was a
pupil to teacher ratio of 76:1 in 2011?
#HELPChangeALife
#DidYouKnow: in 2015, H.E.L.P. secured
24 teacher trainees from Machinga
Teacher #HELPChangeALife

#HELPChangeALife

Create Feel Good/Happy Content (cont.)

Videos
Volunteers interacting with kids
Show videos of children smiling and laughing
Volunteers & kids individually What does H.E.L.P. mean to
you
Interviewing volunteers, why they wanted to HELP
Quotes from students on how HELP has impacted them
Video tour of school

#HELPChangeALife

Example of Video Content

What does H.E.L.P. mean to you?
-Opening of video will feature the beautiful landscapes
Of Malawi.
-Each participant will hold a white piece & will
explain personal experience in 3 words or less
-Audio music will feature songs such as
I lived, Good life or Gone Gone Gone.
How to record guide:

30s or less

Don't be scared: Its ok if its shaky

Use the landscape orientation

Pay attention to the audio if its relevant

Include feel good music

#HELPChangeALife

Capitalize on 10 Year Anniversary

Utilizing the Throwback Thursday (#TBT) feature on
Instagram, Twitter, Facebook
Before and after pictures
Volunteer TBT photos/stories
Attaching 10 year anniversary logo on each
picture
Promoting Blog Stories
Teasers: View Full Story Here

#HELPChangeALife

10th Anniversary Facebook Post:

Examples of Content
10th Anniversary Blog Post:
Jillian posts top 10 favorite moments from
H.E.L.P. throughout the years.

#HELPChangeALife

Were celebrating our 10th Anniversary and

our founder, Jillian Wolstein, is sharing her
10 favorite moments. #1 - I had visited the
project site only once and was overwhelmed
by the Malawians hunger to learn, their
warmth and their welcome, thus H.E.L.P.
was born. Read all 10 of Jillians favorite
moments on our blog!

Involvement w/ National Awareness Months

Relating the specific awareness month to what H.E.L.P.
organization is doing
August 24: Global Community Day
Share post on all platforms! Tie in the H.E.L.P. mission to the
theme of the day.
Take part in the trending hashtag with combining content
Example: [insert picture] Here are some Malawian students
helping the surrounding community to help take part in
#GlobalCommunityDay #HELPChangeALife
Oct 5: World Teachers day
Dec 5: International Volunteers Day
#HELPChangeALife

Influencers

#HELPChangeALife

Future Recommendations

Consider live-streaming events

People can watch presentation/experience it if they can't be
there in person
Stream live events when in Malawi. Talk it up on social media 1
week prior
Facebook Live
Periscope
For location of target demographic
Using Jesuit/Catholic Universities as a resource - locations will
vary
Paid advertising/boosted advertising
There will be high traffic on social media with volunteering
content on these specific days, so promoting social media on
these days will boost # of impressions received

#HELPChangeALife

Measuring Success
Engagement
Likes
Comments
Shares
Follows/
Subscriptions
Retweets
Site Visits
Engaged Users
Impressions/Views
Reach

#HELPChangeALife

Facebook

Twitter

Instagram

Website/Blog

YouTube

Donors

#HELPChangeALife

Objective:
To Increase revenue and expand donor base through online donations
and merchandise sales, as well as to target new and additional
demographic groups.

#HELPChangeALife

Target Audience
General Donors
Ages 20 to 35
Male and Female
Any income
Major Donors
Ages 40+
Male and Female
$100,000 and up

#HELPChangeALife

Social Platforms
Facebook
Blog posts
Twitter

#HELPChangeALife

Ideation: Donors
The Big Ideas
Share donor testimonials
Events: Advertise beyond Bites, Booze & Boogie
Posts from a child
Push Merchandise
It takes a village
Include info on where the money goes and how many children it
helps

#HELPChangeALife

Donor Testimonials
Share why I donate stories from donors
Share why quotes/testimonials about Bites, Booze & Boogie to
encourage others to attend!
Push awareness of H.E.L.P chat feature on website

H.E.L.P Chat
Example:

#HELPChangeALife

Donor Testimonial Example

Facebook Post:

#HELPChangeALife

Events
Present the event
Create a Facebook event page
Share information about event
Use Facebook, Twitter, and
Instagram to share information
Share other events that benefit
H.E.L.P
Link followers to the website for tickets
and donations
Use social media platforms to link to
website and donor page
#HELPChangeALife

Events Examples
Facebook event
page:

#HELPChangeALife

Events Examples
Social Media Example:

#HELPChangeALife

Events Examples
Event Page Example for
SWAP:

#HELPChangeALife

Events Examples
Flat Out Fridays benefits H.E.L.P
Share events to spread
awareness and talk them up!

#HELPChangeALife

Post from a Child

Targets future donors, specifically women, and
current donors
Include child success stories
Use examples from annual report

#HELPChangeALife

Post from a Child Example

Facebook post:

#HELPChangeALife

Post from a Child Example:

Facebook Post

#HELPChangeALife

Push Merchandise
Increases incremental donations
More appealing to 20-35 demographic

#HELPChangeALife

Push Merchandise Example

Twitter Post:

#HELPChangeALife

Can't make it out to our bigger events? You can still

help out! Check out our new bracelets and t-shirts.
#HELPChangeALife http://bit.ly/1SSusZm

It takes a village to raise a child

Encourage a sense of community
Can be used to encourage both large and small
donations
Emphasize that we all share a responsibility to help

#HELPChangeALife

It takes a village
example:

#HELPChangeALife

Measuring Success
Increase donations
10% increase in individual donations
Increase referrals to the donation web pages from social media
Increase in attendance at events
Increase in smaller donation amounts

#HELPChangeALife

Measuring Success
Engagement
Likes
Comments
Shares
Follows/
Subscriptions
Retweets
Site Visits

#HELPChangeALife

Facebook

Twitter

Website/Blog

Volunteers

#HELPChangeALife

Objective:
To allow H.E.L.P. to attract the best and brightest volunteers possible, with
an emphasis on local Cleveland participants. Our intention is to better
capture the volunteer experience and share it on H.E.L.Ps social media
accounts.

#HELPChangeALife

Target Audience
Volunteers
Gender neutral (skewed female)
20+ College students/grad students
Education, social justice, ESL majors
People looking for summer internships/work
International Students
Voluntourism

#HELPChangeALife

Social Platforms

Facebook
Twitter
Blog Posts/ Website
Instagram

#HELPChangeALife

Teacher/Student Relationships
Show close relationship between students and teachers
I wish my teachers knew
I wish my students knew
Blog posts & promotion

#HELPChangeALife

Mary

Content Example
#IWishMyStudentsKnew
Twitter/Facebook

My students make
me a better person!

#HELPChangeALife

Content Example
Blog Promotion
Facebook

#HELPChangeALife

Volunteer Experiences
Typical day in the life of a volunteer
Use content from current volunteers
Retweets, mentions, blog posts, etc.

#HELPChangeALife

Content Examples
Facebook
Volunteer Experience
Highlight Former Volunteer
Experiences
Brief reflections on their time
in Malawi
Call to Action
Focus on specific aspect of
volunteering
How you can make a
difference
Link Volunteer now! to help.
org/volunteer

#HELPChangeALife

Content Example
Volunteer Experiences
Instagram
Day in the life of the
volunteer

Meet the volunteers

before every send off
Short bio
Link Kateys instagram
@KateySmith
Follow Kateys journey

#HELPChangeALife

Content

Example

Volunteer
Experiences &
Voluntourism
Instagram

Our volunteers love to hit the

beach after a day of class! Its the perfect way
to spend the afternoon.

#HELPChangeALife

Interaction with Colleges

Make it specific to the schools
#CSUtoMalawi, #OSUtoMalawi, #JCUtoMalawi etc.

Content Example
#OSUtoMalawi
Twitter/Instagram

#HELPChangeALife

Measuring Success
Engagement

Facebook

Twitter

Instagram

Likes
Comments
Shares
Follows
Retweets
Engagement
Facebook: Facebook analytics, Twitter: Twitter analytics, Instagram: post response
10% increase in volunteer application submissions

#HELPChangeALife

Future Recommendations
Stay connected with past volunteers
Share their content as @HELPchildren
Get their feedback through surveys
Encourage volunteer engagement
Volunteer journaling & posting
More detailed information about program
on website

#HELPChangeALife

Conclusion

#HELPChangeALife

Overall Future Initiatives

Utilizing paid advertisements on Facebook & Twitter
Be able to reach more people on Facebook & Twitter
Small budget will go a long way
Use of content calendar
Use Hootsuite to manage, schedule, and monitor posts

#HELPChangeALife

Example of Facebook Advertising

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Example of Twitter Advertising

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Content Calendar Sample

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Thank you H.E.L.P!

Thank you for this opportunity! We loved learning about your
organization & all that H.E.L.P. have to offer!
We leave you with a best practices booklet filled with endless
resources!

#HELPChangeALife