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Disability Employment Opportunities Centre Social Media Plan
Elysia Monahan
ACM408
March 21, 2015
Contents
Executive Summary……………………………………………………….… 2
Social Media Audit…………………………………………………………... 3
Strategic Proposal…………………………………………………………... 5
Campaign Plan…………………………………………………………….…. 9
Crisis Plan……………………………………………………………………. 14
Policy Brief…………………………………………………………………… 15
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Executive Summary
IntroductionThe Social Media Plan was developed by Elysia Monahan for DEOC: Disability
Employment Opportunities Centre in North Bay, Ontario. It was designed to outline specific techniques and channels for the overall social media presence of the company. The plan was developed between the months of January and March, 2015.
OverviewThe five elements included in the Social Media Plan are;
Social Media Audit Strategic Proposal Campaign Plan Crisis Plan Policy Brief
The main objectives of this campaign are; To increase social media following on all platforms To connect 10% more disabled individuals with employment opportunities To increase social media interactions between the company and the clients
Summary of Recommendations Promote pages in real life and online Emphasize focus on connecting individuals Include social media platform connections in e-mail marketing Maintain connections with success employment cases Interact regularly with businesses in the area Use social media platforms, such as LinkedIn and Facebook, to focus on making
business partners Highlight past success stories Focus on connecting social media platforms via buttons and interconnection
options Interact regularly with members of public Promote positive feelings towards the idea of employment Send monthly newsletters to agreeing clients (current and past)
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Signature of Agent Date
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Social Media Audit
Conducted by Elysia MonahanConducted for Disability Employment Opportunities Centre (DEOC)January 21, 2015
Introduction
This Social Media Audit of the client, Disability Employment Opportunities Centre (DEOC), was conducted on Wednesday, January 21, 2015, on a laptop computer. It was performed by Elysia Monahan, a second year ACM student in the Social Media for Business class with Jennifer Barbeau. The purpose of the audit was to investigate where DEOC is currently present in social media and which unexplored platforms hold opportunities for them.
Overview
The methodology of the Social Media Audit included focusing on DEOC’s overall Online Branding, their company website, their Facebook page and their E-mail Marketing Strategy.
The audit consisted of reviewing the following elements: the logo and if it was consistent and recognizable over all social platforms, the tagline, the interconnection between social media outlets, the presentation and layouts of the company pages, the placing of contact information, the interaction between consumers and the company, the scheduling for posting, the company’s contact list, the degree of e-marketing utilized, whether newsletters circulate on a regular basis, and the overall branding of DEOC online.
The audit also included being in contact with Sharon Moseley-Williams, the Employment Support Supervisor at DEOC, to understand the intensity of e-mail marketing which that exists for the company.
The results will show what needs to be improved with DEOC’s habits, profiles, presence, goals, technical abilities and social media know-how. Below is a summary of the social media audit results and also some suggestions that could improve their online identity.
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Summary of Results
DEOC does not have regular plan for social media postso Need a detailed social media scheduling calendar that organizes their
weekly postings and keeps tasks manageable DEOC make posts on Twitter and Facebook very often (Frequency pattern
varying) o See Social Media Scheduling Calendar attached to see a suggested
month for DEOC online DEOC has a company website and Facebook page
o Need to do a full update of company website
o Need to create employee LinkedIn profiles and make connections with
potential clients that wayo Use LinkedIn to connect with possible business partners
o Need to connect Twitter with Facebook and website to allow
interconnectivity DEOC has business goals that involve connecting disabled individuals in North
Bay with employment opportunitieso Need to maintain connections with success employment cases, therefore
they are present in their online identityo Need to use existing platforms to emphasize their focus on connecting
DEOC sends monthly newsletters to their local partnerso Need to send monthly newsletters to agreeing clients (current and past)
o Need to include social media platform connections through e-mail
marketing DEOC has three employees that all have access to the profiles, however, one
employee is the main social media managero Need to expand in the online world
o Need to be trained on how to connect social media platforms
o Need to develop SMART goals
o Measure SMART goals on a monthly basis
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Strategic Proposal
Methodology: IGNITE and POST
IGNITEDiscover
3 employees on personnel All current personnel are very busy – one main social media manager Student intern will arrive in March (to specialize in social media) Office full of computers Connections in the community Supports community economy DEOC make posts on Twitter and Facebook very often DEOC has a company website and Facebook page DEOC sends monthly newsletters to their local partners
Community Analysis Where is the target market active/where are they interacting?
o As physically and mentally disabled people are regular people of all ages, the target market can be assumed to be a part of the average social media user group
o Facebook, Twitter, Instagram, YouTube, Google+o Tumblr is a hotspot for mentally ill individualso Business partners can be easily connected through LinkedIn
Competitors
o Yes Employment, North Bay Service Canada Centre, Ontario Disability Support Program, and online sources such as indeed.ca
What is missing?o DEOC does not have regular plan for social media posts
Goal Setting Marketing Objectives
o Expand social media presence and following
o Connect 10% more disabled individuals with employment opportunities
per month o Increase social media interaction between DEOC and clients
Engagement Plan Recommendations for Social Media Tactics
o Focus on connecting social media platforms via buttons and
interconnection optionso Use social media platforms, such as LinkedIn and Facebook, to focus on
making business partnerso Send monthly newsletters to agreeing clients (current and past)
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o Include social media platform connections in e-mail marketing
o Highlight past success stories
o Emphasize focus on connecting individuals
o Promote positive feelings towards the idea of employment
o Interact regularly with members of public
o Interact regularly with businesses in the area
o Maintain connections with success employment cases
Resourceso Computer labo Free student interno Free social media platformso Hootsuite o Possibility to pay for promotion online for flexible pricing and short-
commitment termso Newslettero E-commerce
Timelineo This social media plan is developed on a monthly basis o Designed for the course of 2015o Each month:
Informing 20% - Social media growth, factual Entertaining 20% - Weekly theme, relevent material, trendy topics Interacting 40% - Ask, share, socializing with consumers and
business partners Converting to Business 20% - Challenge and call to action, offer a
serviceo Each Week:
Weekly theme: Post conversation starters about topic Start conversation within networks about specific topic Encourage client participation
o Each Day:
Daily social media check-in Respond to inquiries and complaints Praise good deeds in the community Update community on news (if applicable)
Budget o No budget was detailedo Assumed all social media action to be free of cost
Measurement Strategy
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Review successes and losses on a daily, weekly and monthly basis Metrics
o Expand social media presence and following
Monitor follower/like count on all social media platformso Connect 10% more disabled individuals with employment opportunities
per month Monitor employment rate generated by DEOC’s efforts Look for a 10% increase each month
o Increase social media interaction between DEOC and clients
Monitor post counts on each social media platform At least 4 posts per day total: 1 Facebook post, 1 Tweet, 1 LinkedIn
Interaction, 1 News Update on Company Website Make sure to have at least one post per day (on each site) making
at least 28 posts per week (4 posts X 7 days)
Implementation/Training Train all employees to have basic understanding Specialize intern in Social Media partner-building Set up Hootsuite account Create all necessary social media platforms needed Update/remodel company website Have student intern learn how to navigate MailChimp for monthly or weekly
newsletters
POSTPeople – (See IGNITE - Community Analysis)Objectives – (See IGNITE – Goal Setting)Strategy – (See IGNITE – Engagement Plan)Technology – Facebook, Twitter, LinkedIn (DEOC Account and Professional Accounts for each employee), and DEOC Company Website
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Goal #2
WHY WHAT METRIC
HOW
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MissionGoal #1
Goal #3
Tactics to Reach Goal #3: Focus on connecting social media platforms via buttons and
interconnection options Interact regularly with members of public Promote positive feelings towards the idea of employment Send monthly newsletters to agreeing clients (current and past) At least 4 posts per day total: 1 Facebook post, 1 Tweet, 1 LinkedIn
Interaction, 1 News Update on Company Website
Tactics to Reach Goal #1: Promote pages in real life and online Emphasize focus on connecting individuals Include social media platform connections in e-mail marketing
Tactics to Reach Goal #2: Maintain connections with success employment cases Interact regularly with businesses in the area Use social media platforms, such as LinkedIn and Facebook, to focus on
making business partners Highlight past success stories
Measurement:Monitor employment rate generated by DEOC’s efforts Look for a 10% increase each month
Measurement:Monitor post counts on each social media platformHave at least 28 posts per week (4 posts X 7 days)
To assist disabled citizens of North Bay and Surrounding area become employed and also to gain the skills and confidence necessary to maintain employment
Expand social media following
Increase social media interaction between DEOC
and clients
Connect 10% more disabled individuals with employment opportunities per month
Measurement:Monitor follower/like count on all social media platformsLook for monthly growth
Campaign Plan (6 Months)
ThemesOrganization Goals: Further establish brand image (specifically online) Encourage use of services Increase relationships with clients and partners
Company Initiatives and Pushes: #BellLetsTalk January 28 Life Skills for Employment Workshop February 24 Specialty Workshops Yes Employment Partnership
Upcoming Specialty Workshops Targeting Your Resume Workshop Targeting Your Cover Letter Workshop Formulating Better Answers, Asking Better Questions Workshop
Themes Monthly January – Special Olympics February – Opportunity March – Life Skills Toolbox Builder April - Mental Health Awareness May – History of DEOC’s Successes June – Inspiration and Motivation
Targeted ThemesFebruary – Opportunity
Week 1 – Keeping the BalanceWeek 2 – Stop Building WallsWeek 3 – Opening the Doors to EmployersWeek 4 – Life Skills for Employment Workshop
March – Life Skills Toolbox BuilderWeek 1 – Resume BuildingWeek 2 – Cover Letter BuildingWeek 3 – Answering and Asking QuestionsWeek 4 – Confidence Building
April – Mental Health Awareness Week 1 – Open up about Depression Week 2 – Living with AnxietyWeek 3 – Addiction and Abuse
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Week 4 – Positivity!Types of Content
20% Informing20% Entertaining40% Interacting20% Converting
Weekly – Example: February 2015 [Mandatory] Monday – Mondays are the most disliked day of the week
however, it always comes back and it is always a new beginning, take advantage of it. Review LinkedIn connections and respond/make new connections in community
[Teach Me] Tuesday – Workshop for clients to improve their overall life toolbox of skills for becoming employed and maintaining employment. Promote on Google+, Facebook, Twitter, Instagram and Monthly Newsletter
[Pump Day] Wednesday – The week is half over; motivate audience to keep working hard with Instagram Video that is shared to Facebook, Twitter and Google+. The videos will be relatable/useful, visually appealing, and positive and could share news of the upcoming events for something to look forward to. Minimize video time to 10 seconds.
[Thriving] Thursday – At this point, they should have been working hard all week then they will feel as though they are thriving. Post a celebratory message on Facebook, Google+ and Twitter and invite citizens of the city to come down to DEOC for merchandise (i.e., pencils with logo)
[Fun Day] Friday – If they have worked hard all week then good news, it’s Friday. Post an opportunity for audience to treat themselves in a link on Facebook, Google+ and Twitter such as Gd2Go Delivery or Cineplex Listings. This could help make connections with businesses for future employment opportunities
[Start Something] Saturday – Everybody has a “To Do List”, use Facebook to prompt clients to start at least one thing, post a photo of themselves completing it and tag DEOC on Instagram
[Wrap-Up n’ Relax] Sunday – Prompt audience to finish up loose ends from the week using Twitter, Google+ and Facebook. Use LinkedIn to connect with sponsors from the previous week (if any)
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Content Map
Date: February
Day of the Week Content Type
Platform Details
1 [Wrap-Up n’ Relax] Sunday
Post Twitter
Share tweet to Facebook and Google+
Connect with past business partners/clients to gain new sponsors
2 [Mandatory] Monday New Connections
LinkedIn Respond and create new connections
3 [Teach Me] Tuesday Message/Post E-mail
Monthly newsletter via e-mail
Connect post with Twitter and Google+
4 [Pump Up] Wednesday Motivational Video
Instagram Share video to Facebook, Twitter and Google+ accounts
5 [Thriving] Thursday Tweet Twitter, Connect post and share with Facebook and Google+
6 [Fun Day] Friday Post Google+ Share to Facebook and Twitter Accounts
7 [Start Something] Saturday
Post Facebook Prompt audience to post their photo on Instagram and tag DEOC
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Content Calendar
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E
E
E
E
EGoogle+FacebookTwitter
E-mailInstagramLinkedIn
Overview
Goals that will be met by this campaign: Expand Social Media Following Connect 10% more disabled individuals with employment opportunities Increase social media interaction between DEOC and clients
A good social media business is 80% giving and contributing and then 20% taking. Even though the ROI seems to be little compared to the effort being put forth, realistically; I need to make it easy for them to find DEOC. Not to say that the audience doesn’t need DEOC, however, DEOC and the client need each other.
This means that it is smart to go to where the target audience would be. According to my research, Google+ is more popular among businesses and because half of DEOC’s goals include connecting with businesses of North Bay, this makes sense to make an account. Google+ has a lot more tailoring abilities when it comes to posts. This will make it easier to be a part of the conversation without demanding to be the centre of attention. Using visuals, keywords and personality that speaks in the brands voice on Google+ and also all other platforms being utilized will allow for pinpoint targeting to client and businesses and thus meeting our goals.
Measuring Results
Monitor growth on all of the following:
Likes Follows Friends Connections Shares Reblogs Retweets Favourites Saves Visits Interactions Number of employments achieved monthly Amount of business partners
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Crisis Plan
The Pre-Crisis Doctor Pre crisis Warning Crisis Point Recovery Post Crisis
Pre-crisis: Listen long before a crisis escalates Strategize for different channels that may cause the crisis Understand how different areas of the company and employees in those areas respond
Evaluate and avert the situation from either starting in the first place or at least from spiralling out of controlTrain your team, or any other departments involved in the crisis communications
Warning: Use your preparedness and quick response to slow down the momentum to avoid reputation damage Monitor, evaluate and respond more proactively to all different types of media, including negative conversations in social media communities Create a Comment Response Chart to establish pre-determined methods to control flow of comments and keeping the platforms positive
Crisis Point: Avoid hesitation on response by establishing levels of accountabilityKnow which department is in charge of the crisisCreate a Social Media Organization Chart
Recovery: Use media and blogger relationships as outlets to explain our side of the story
By understanding why the comment was made and who they blame, this helps establish who will handle it and how
Post Crisis: Measure and evaluate all crisis action and the resultWhat would better the outcome next time? What was successful? What changes need to be made to the Pre-Crisis Doctor Plan?Manage PR and follow through with promises made during RecoveryBe consistent Test and trial the monitoring platform
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Pre-Crisis PlanMonitoring/Implementing Proper Tools
Communicate/Respond
Measure/Eval-uate
Policy Brief
Employee Objectives and Account ManagementCommunications Organizer
Maintain consistency of brand message across all channels Ensure understanding of message across all departments Maintain Policies
Social Media Intern Implement plan Follow content calendar Set-up and Manage Accounts Respond to audience Create discussion and engage
Acceptable Use Must follow strategy of brand image All posts must represent brand guidelines Must follow company code of ethics Do not make false claims Posts must be relevant and have a purpose that contributes to reaching
objectives Engage audience instead of spamming audience’s timelines
Content and Employee Conduct Social media plan should be updated every 6 – 12 months All posts must follow weekly theme and provoke interest in brand Reward positive social media participation Summary of policies in newsletter and demonstration when necessary
Channels Google+ Facebook Twitter E-mail (Mailing List) Instagram LinkedIn
Security
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Supply all employees (3) with education required for new platforms Best way to share information between DEOC employees: E-mail, Word of
Mouth Company e-mails are provided for each employee and to be used as Username Passwords are to be confidential Always log out when finished on any account Report all IT issues immediately Report any signs of having an account hacked Communications Organizer can terminate an entire log-ins existence if issues
occur with employee and social media use
Legal Issues Do not post images without rights on SM Do not reveal company information on SM Do not reveal any client’s information (without consent) on SM Do not reveal employee information on SM
Citizen Conduct Do not post on behalf of the company on personal accounts Do not endorse self with company logo Do not bash other employees (Directly and indirectly) All positive content from employees will be displayed on platforms, except
negative, inappropriate, unnecessary/irrelevant posts will not be approved All positive and negative content from public will be displayed on platforms,
except inappropriate or trolling posts will be removed
Next Steps for Policy Plan: Post Implementation
Measure Efforts – Ensure all policies have been followed Gather Feedback – Internally (within the company) and externally (on social
media) Listen – Analyze and understand the feedback Update Policy – Make necessary changes to optimize success of social media
efforts
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