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AlpineSocialMediaPlan
- 1. A Social Media Plan The Alpine Learning Group Erin Lenz - June 1, 2015 A SOCIAL MEDIA PLAN - ERIN LENZ 1
- 2. Research I have conducted research to 鍖nd out how people are donating to organizations, why are they donating, and what is it thats in鍖uencing them to donate. These studies were conducted during the years 2013-2014. What I have found is that people are not just thinking about donations during the holiday seasons, the idea of giving is at the top of their minds way before that. Google did a study that found an uptick in donation searches by 30% in September, as opposed to just the usual uptick in November. This is important for the Alpine Learning Group because this means a campaign for donations can be created and released earlier than planned, and may possibly be more successful. Organizations are diversifying themselves through the mobile and digital world. Donors are more likely to use online resources, such as social media and videos, to learn more about the cause. People donate to other people, not to organizations. Putting the face to the name of the organization is crucial for the Alpine Learning Group. 79% of donors surveyed by Google said that video ads and video segments were the most in鍖uential and useful way for them to learn about different organizations. 57% of those donated to that organization within 24 hours of viewing a video ad or segment. Seeing these statistics, this means the Alpine Learning Groups YouTube Channel is a great resource for bringing in donors digitally. Utilizing video advertisements through YouTube may be bene鍖cial to the Alpine Learning Group, but perhaps looking into better promoting the videos that the organization produces and posts themselves should be the 鍖rst step. A SOCIAL MEDIA PLAN - ERIN LENZ 2
- 3. Looking at individual social media platforms, the statistics are promising. A study showed that for every 1,000 e-mail subscribers that organizations have, 149 of those are Facebook likers and 53 are Twitter followers. Organizations that work closely with children are more successful at sparking an online conversation for their cause on social media as compared to other types of organizations. Facebook seems to be the most successful platform for receiving donations. In a regular peer-to- peer fundraising campaign, 15-18% of the donations came from Facebook. Twitter also has a lot of potential for Alpine Learning Group as well, this graphic describes fundraising success with and without twitter: I think it may be best to focus attention on the social media accounts that are currently active and make those more successful, before branching out to Instagram and other platforms. Utilizing what Alpine Learning Group already has and making it better will help the organization immensely. Measurable Goals a) Increase Facebook likes by 8% over the course of 3 months (1,000 Likes between June- August) b) Increase views of YouTube videos from 4,184 to 5,000 views in total over a 3 month period (June-August) A SOCIAL MEDIA PLAN - ERIN LENZ 3
- 4. c) Utilize Twitter and increase followers from 19 to 50 over the next 3 months (June-August) d) Increase donations during the school 鍖scal year (September-June) Proposed Tactics a) Select a student to be the Social Media Student of the Week and have them document their success on twitter Monday-Friday. Develop an easily trackable hashtag , such as #ALGSocialStudent, and use it in the posts daily. At the end of the week, the student as well as followers will see their documented success being showcased in a large platform. It will put the face to the name for the donors, and encourage them to help with your cause. Making this a weekly series will encourage people to follow the account so they can keep up with the success of the students. This can also be executed across multiple social media platforms, linking all of your sites together. b) Sharing the links to YouTube videos on other platforms will encourage a larger audience to click on them and view them. c) Encourage parents of students to Like Alpine Learning Group on Facebook through Newsletters, and 鍖yers sent home with students. d) Develop HootSuite to share postings to multiple social media platforms at scheduled times to ensure that all posts are being seen by followers. e) Creating a social media campaign that will bring in donations beginning in September, and continue on throughout the school year. Emphasize this campaign around the holidays. A SOCIAL MEDIA PLAN - ERIN LENZ 4
- 5. f) Use campaigns to emphasize that Alpine Learning Group is the expert in education for children with autism. Your above and beyond care for these children should be known and recognized, bringing that into the campaign will create an emotional connection with donors. A SOCIAL MEDIA PLAN - ERIN LENZ 5