Social Media Strategy

Table of Contents Establish Verified Accounts S.M.A.R.T Social Media Goals Social Presence Audit Survey of Target Audience Take Action Post Audit Measure Our Progress *Currently in the process of gathering measurements and evaluating goals.

Establish Verified Accounts Social media platforms enable Wainwright MWR to increase confidence and create an environment where our audience goes for trusted information* Official U.S. Army Social Media Facebook Verified

Official U.S. Army Social Media Establish Verified Accounts Official U.S. Army Social Media Command Approval Review official social media policies and guidelines Determine audience Determine strategy and goals Determine staffing Research and select social media platforms Select name and branding Develop content strategy Develop policies, SOPs and training Register all official social media accounts with Office of the Chief of Public Affairs *U.S. Army Social Media Handbook

Facebook Verified Establish Verified Accounts Step 1 – Establish “Grey Verification” Step 2 – Establish “Blue Verification” - The increased impressions on the page will help WainwrightMWR increase our performance and ultimately contribute to brand credibility. - Verified Pages will also rank higher in the search results page. - Protecting the “Online Brand Identity” Pages with high credibility promote interaction between the brand or user with their fans, prospects, or customers on a more personal level, building trust and better public reception.

S.M.A.R.T Social Media Goals S.M.A.R.T - Specific, Measurable, Attainable, Relevant and Time based FY16 Goals

FY16 Goals S.M.A.R.T Social Media Goals Goal #1: Become an official U.S. Army Social Media Account. Goal #2: Reduce Facebook Message response time by 25%, from 22 hours to 16.5 hours, by the end of 3Q FY16. Goal #3: Have 5,000 Facebook likes on the WainwrightMWR page by the end of 3Q FY16. Goal #4: Post 90% of days during each month of 3Q FY16 on Facebook

Social Presence Audit Inventory of profiles representing Wainwright MWR and other Family and MWR accounts Wainwright MWR Audit Results Other Family and MWR Account Audit Results

Wainwright MWR Audit Results Social Presence Audit Wainwright MWR Audit Results Social Media Pages URL Likes* Last Activity Dates* Family and MWR Fort Wainwright https://www.facebook.com/wainwrightmwr 4,668 March 20, March 19, March 18 Birch Hill Ski & Snowboard Area and Fischer Skeet Range https://www.facebook.com/BirchHillFWA 2,371 March 19, March 18, March 16 Chena Bend Golf Course https://www.facebook.com/ChenaBendGolfCourse 120 March 5, March 4, February 20 Nugget Lanes Bowling Center https://www.facebook.com/nuggetlanesbowling 347 March 17, March 16, March 9 Family and MWR Last Frontier Community Activity Center https://www.facebook.com/LastFrontierCAC 1,130 March 16, March 10, March 7 Fort Wainwright Outdoor Recreation https://www.facebook.com/FWAODR 2,079 March 3, February 26, February 25 FWA Sports & Fitness https://www.facebook.com/FWA-Sports-Fitness-604931719537413 326 March 15, February 23, February 12 *As of March 20, 2016

Wainwright MWR Audit Results Social Presence Audit Wainwright MWR Audit Results Social Media Pages URL Likes* Last Activity Dates* Fort Wainwright Warrior Zone https://www.facebook.com/Fort-Wainwright-Warrior-Zone-169737233118554 276 March 10, February 12, February 5 Wainwright CYS Services https://www.facebook.com/Wainwright-CYS-Services-306853339341709 634 March 19, March 18, March 14 Wainwright CYSS Youth Center https://www.facebook.com/FmwrFortWainwrightCyssYouthCenter 703 March 10, March 9, March 3 Ft. Wainwright Army Community Service – ACS https://www.facebook.com/ftwainwrightacs 261 March 20, March 16, March 14 Fort Wainwright EFMP https://www.facebook.com/ftww.efmp 83 February 24, February 12, January 28 B.O.S.S https://www.facebook.com/FortWainwrightBOSS 422 March 6, March 4, February 19 *As of March 20, 2016

Survey of Target Audience Survey was conducted on site at various Wainwright MWR events. Survey used to verify the social media outlets our customers use to obtain their information. Survey Results March 18-20 – Birch Hill March Madness June 7 – BOSS Meeting April 9 – Health, Fitness & Wellness Fair June 8 – Newcomers Orientation Information Fair April 9 – Halo 5 Tournament April 23 – UFC Fight Night July 9 – UFC Fight Night May 11 – Newcomers Orientation Information Fair July 13 – Newcomers Orientation Information Fair May 14 – Chena Bend Clubhouse Grand Opening July 15 – Ice Cream Appreciation Day July 27 – Newcomers Orientation Information Fair May 14 – UFC Fight Night May 20 – Fort Wainwright Safety Day June 4 – UFC Fight Night

Social Presence Audit Survey Results # of Respondents Active Duty Family Member Retiree DoD Employee on Facebook on Twitter on Instagram on Other 644 81% 19% 4% 95% 15% 37% Sample Size Calculations – Which social media sites are our population utilizing? Population Size Confidence Level Margin of Error Needed Sample Size 22,637 95% 3.81% 643 Our confidence level is set at the industry standard of 95%. This provides a measurement of the certainty that our sample accurately reflects the population.

Take Action Post Audit Recommendations and actions to optimize engagement with our audience Consolidate Create Develop

Consolidate Take Action Post Audit Based on the audit results, our recommendation is to centralize the Wainwright MWR pages. Having a central Facebook page will allow us to: Provide customers a central social media location for all programs and services offered. Streamline our internal process of operating Facebook Connect to Enterprise Web – Enterprise Web will serve as the overall centralized point that will drive our marketing strategies including sponsorship and advertising.

Create Take Action Post Audit Create program/facility specific hashtags hash·tag /ˈhaSHtaɡ/ noun (on social media sites such as Facebook) a word or phrase preceded by a hash or pound sign (#) and used to identify messages on a specific topic. Hashtags will help your target audience find out about your program. Many people do research by searching on specific hashtags. By using the hashtags that are of interest to your ideal customer, you can increase the chances of being found.

Create Take Action Post Audit Create program/facility specific hashtags Birch Hill Ski and Snowboard Area #WainwrightBirchHill #WainwrightSki Chena Bend Clubhouse #WainwrightChenaBend #WainwrightGolf Nugget Lanes Bowling Center #WainwrightBowl Last Frontier Community Activity Center #WainwrightLFCAC Outdoor Recreation #WainwrightODR Sports and Fitness #WainwrightFitness #WainwrightSports #WainwrightSwim Library #WainwrightLibrary Warrior Zone #WainwrightZone CYS Services #WainwrightCYSS #WainwrightCDC #WainwrightSAC #WainwrightYouthCenter #WainwrightYouthSports ACS #WainwrightACS #WainwrightEFMP BOSS #WainwrightBOSS *Current as of June 1, 2016. Updates may occur upon request.

Develop Take Action Post Audit The type of original content that we will create and post will cover each Family and MWR Division, including Army Community Service, Business Operations, CYS Services, Community Recreation, and NAF Support Services. The type of content we will share will be relevant to the Fort Wainwright community. Create a calendar that maps out our content release schedule.

Measure Our Progress Examine established goals using Facebook Insights and Google Analytics FY16 Goals *Currently in the process of gathering measurements and evaluating goals.

FY16 Goals Measure Our Progress Goal #1: Become an official U.S. Army social media account by end of FY16. Goal #2: Reduce Facebook Message response time by 25%, from 22 hours to 6 hours, by the end of 3Q FY16. *We currently response to 100% of messages within 7 minutes. Goal #3: Have 5,000 Facebook likes on the WainwrightMWR page by the end of 3Q FY16. *Goal was met on 25 May 2016. Goal #4: Post 90% of days during each month of 3Q FY16 on Facebook *Posted an average of 86% of days during 3Q FY16. *Currently in the process of gathering measurements and evaluating goals.