SOCIAL MEDIA STRATEGY for CANADIAN RED CROSS Megan / Alejandro / Jon Studio 717

Analysis & Reference  Competitive analysis & social media audit  Best business practices  Digital strategy  Governance  Offline activity Our Strategies

PART 1 ANALYSIS & REFERENCE

COMPETITIVE ANALYSIS & SOCIAL MEDIA AUDIT

EXISTING SOCIAL MEDIA PLATFORMS Facebook, Twitter, Flickr, Youtube, Linkedin, Google+, Instagram

COMPETITIVE ANALYSIS & SOCIAL MEDIA AUDIT Mèdicines Sans Frontières Worldvision Canada UNICEF-Canada Canadian Red Cross 1M1M17.1k11.8k k 82.8k17.3k6031.4k k29.6k likes 1.8k1.1k 71,8k likes 86.7k k1113.0k

OPPORTUNITY FOR RED CROSS Facebook, Twitter, YouTube, Instagram and Pinterest

FACEBOOK ➤ Post consistently: Create social media calendar for events and campaigns ➤ Target your posts: Keep the voice of the Red Cross consistent, but use a different tone to engage all ages and social groups ➤ Keep post images and text fresh: Use a more positive tone ➤ Publicize exclusive discounts and promotions with ads: Gifts and promotions for offline and online events to support donating ➤ Connect with words and pictures: Use pictures to promote donations, count down event and tell a story ➤ Review post performance: Discover who is engaging the most

TWITTER ➤ Build a content strategy: Create Social media calendar for events and campaigns ➤ Grow and engage your follower base: Promote every event around the country, hashtags events and campaigns ➤ Create meaningful C2B relationships: before, during and after events

YOUTUBE ➤ Publish YouTube content with consistency to grow an engaged audience: Keep consistency in posting, days and how many ➤ Create social media calendar for events and campaigns ➤ Utilize tagging to help your videos get found: the event name, campaign name, links to donate and news ➤ Post during peaks in YouTube viewership: Post short videos less than 2 min in peak times, with positive tone, focus to the goals for donation, events or campaigns ➤ Use multi-lingual captions to connect with an international audience: create a other channels for French speaker in Canada and caption for no official languages ➤ Make sure your videos are optimized for mobile: Make sure Red Cross technology is current

INSTAGRAM ➤ Change the perspective: keep Red Cross voice and have a new tone: positive, hopeful. Events, campaigns and news will have an individual ID ➤ Share compelling content: Based on the new tone sharing becomes more compelling ➤ Tell your story: Events, campaigns and news will be photo documented from beginning to end ➤ Expand your audience: Events and campaigns tailor tone to reach younger demographics ➤ Post consistently: Create Social media calendar for events and campaigns ➤ Engage with the community: Post photos from the community

PINTEREST ➤ Start with an eye-catching profile: unified platforms profile look add Pin your content ➤ Create and organize boards: Events Campaign, News and donations will be organized. Create Social media calendar for events and campaigns, add Pin button for your content ➤ Pin like a pro: Pin link to website promoting events, campaigns donations Create Social media calendar for events and campaigns days and how many ➤ Engage with other Pinners: New tone for engaging with younger demographics ➤ Get specific: Pin specific pictures, content, hashtags and link to define goal for events, campaigns and news

PART 2 OUR STRATEGIES

DIGITAL STRATEGY

SOCIAL MEDIA STRATEGY Based on our social media analysis of the Canadian Red Cross, we have determined that the organization is primarily utilizing their existing social media platforms inside the Red Cross community, rather than reaching outside of their existing social circles. Our strategy is to promote a more positive and engaging image of the Canadian Red Cross by launching a social media campaign using Facebook, Twitter, YouTube, Pinterest and Instagram.

YOUTUBE

➤ Post videos during peak times: 2-4 p.m. Monday, Tuesday and Wednesday, and between 12-3pm on Thursday and Friday, 9-11am Saturday and Sunday ➤ Increase “clickability” by using an engaging title and thumbnail image ➤ Keep videos informative, but with a positive tone ➤ Break longer videos down into shorter series of videos ➤ A video library they aren’t using: integrate YouTube into website, Pinterest and Facebook ➤ Related channels/ “Favourite” videos from B2B partners, i.e. Tiffany Circle, Canadian Blood Services, Walmart Canada

INSTAGRAM

➤ Visual storytelling: opportunity to tell smaller stories to connect with audience on an emotional level ➤ Connect Instagram account to main site and Facebook ➤ Opportunity to engage with younger audience and keep an eye on what’s trending ➤ Add numerous hashtags ➤ “Like” posts from B2C followers and B2B partners ➤ Create a conversation

INSTAGRAM

PINTEREST

➤ Promote gifts and link to donations page ➤ Create separate boards for ongoing campaigns and themes ➤ Cultivate B2B relationships: Tiffany Circle, Wal-Mart Canada ➤ Share content that is useful! The Red Cross is incredibly knowledgeable about emergency planning and disaster relief ➤ Create and share that useful information in infographics: which make complex or technical content visually appealing ➤ Optimize image sizes: 600x800 pixels - 192x256 pixels ➤ Utilize Pinterest Analytics and Business Insights API

PINTEREST

GOVERNANCE

➤ Positive & Engaging ➤ Content should be positive and engaging. ➤ Neutral ➤ Do not take sides in controversies of a political, racial, religious or ideological nature. ➤ Impartial ➤ Refrain from advocating for political or other polarizing issues online. ➤ Informative & Helpful ➤ The content should provide useful information to audience.

GOVERNANCE ➤ Transparent ➤ Be transparent about what we’re doing. ➤ Accurate ➤ No rumors, make sure information provided is accurate. ➤ Effective ➤ First Responders, dealing with emergencies in real time. ➤ Responsible ➤ Be legally responsible for any statement we are posting.

OFFLINE ACTIVITY

SPARE SOME CHANGE TO CHANGE THE WORLD ➤ What: K-Os & Saul Williams concert ➤ When & Where: November 20, Danforth Music Hall (Toronto) ➤ Event Hashtags: #SpareSomeChange #ChangeTheWorld #RedCross #HowToHelp ➤ See: Social Media Calendar for pre-event, during event and post-event

THANK YOU !