SOCIAL MEDIA STRATEGY FOR GIVE BIG RIVERSIDE July 30, 2013

Agenda  Speaker Introduction  Overview of Social Media Platforms  Defining and Understanding  Social Media Objectives, Strategy & Tactics  Social Media Tactic Types  Graphic, Video, Photo, Status, Blog and Event Content  Tactic Execution  Q & A

Susan Raley Anderson MBA, University of Southern Mississippi 15 Years Marketing and Advertising Experience Comcast Charter Media Viamedia Art Institute of California-Instructor-Web & Interactive Media Design Board of Directors, California Riverside Ballet Board Member, American Advertising Federation-Inland Empire

Social Media Platforms

Social Media Explained

Objectives, Strategies & Tactics  What are your objectives?  What do you want to accomplish? How can social media support the objectives? Objectives should follow SMART format (specific, measurable, achievable, achievable, relevant, time-framed)  Who do you want to reach?  Identify target audience, learn their social media habits. What sites do they go? what activities do they participate in?  What is your capacity?  Using social media is free, but requires time. Its important to select someone to manage social media activities that appropriately represents the face of the company  What tools and tactics will you use?  After objectives, target audience and capacity then select which social media tools to use  How will you measure success?  You must evaluate the plan to measure effectiveness Web activity ( page views, unique visitors, time on site, etc.) Social actions

Desired Social Media Outcomes  Listening and learning  Building relationships  Building awareness  Improving reputation of organization  Motivating content generation by supporters  Increasing visitor traffic  Social support for a cause  Taking action

Promoting Your Social Sites  Consider growing your following in anticipation of the event-set goals  Facebook Ads Promoted Posts  Twitter Ads

Tactic Types-Graphics  Custom Branded Graphics  Photoshop, Illustrator  Free Image Editors Free Image Editors

***Advanced Image Searching***  Google Image Search  Advanced>Settings>Advanced Search>Usage Rights>free to use, share or modify, even commercially

Tactic Types-Photos  Fun event photos  Team engagement  Event candid photos

Tactic Types-Video        e=c4-overview&list=UUT3zm8LLtMec-NQd7ZrSLUg e=c4-overview&list=UUT3zm8LLtMec-NQd7ZrSLUg  Windows Live Movie Maker Windows Live Movie Maker  Smart Phone Cameras, Flip, etc.

Tactic Types-Status  Updates on Facebook, Twitter, LinkedIn, Google+, Tumblr  Don’t overthink these  Make them fun  Add photos  Use #hashtags

Tactic Types-Blogs  Use this opportunity to update your website with new content and link to it.  Great for SEO   riverside-launching-your-social-media-for-give-big- riverside/ riverside-launching-your-social-media-for-give-big- riverside/

Tactic Type-Events  Facebook and Google+ both have modules for users to create events

Execution  Social Media Coordinator Social Media Coordinator  Planning Tools  Hootsuite Hootsuite  Buffer Buffer  Tweetdeck Tweetdeck  SocialOomph SocialOomph

Give Big Riverside Strategy Outline  Goal: Double outreach (3,000 likes) and increase traffic 100% to site via cross promotion  Introduce each nonprofit with mini release on blog  Release press releases and pictures of trainings and activities on a regular basis  Fun releases once per week starting in September. Drive traffic by surprising and unusual pictures

Thank You Susan Anderson