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This presentation details a social media strategy and metrics evaluation for a deserving non-profit
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Partners for Youth
With DisabilitiesQuickTime™ and a decompressor
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Valerie MattosBrian Karp
Linda NewmanAnne GalebachMeredith Tufts
Mission Statement
Partners for Youth with Disabilities, Inc. (PYD) is committed to empowering young people with disabilities to reach their full potential for personal development. We do this by providing high quality one-to-one and group mentoring programs where adult mentors with disabilities act as positive role models and provide support, understanding and guidance for youth as they strive to reach their personal, educational and career goals.
PYD Overview
PYD is centered in Massachusetts in the Greater Boston area.
Mission is to empower young people with disabilities to reach their full potential for personal development.
High-quality one-to-one and group mentoring programs. Variety of individual and group programs consisting of
Mentor Match, Making Healthy Connections, and POL. Education and training programs that are, Peer
Leadership, Access to Theater, Young Entrepreneurs Project, and Parents Groups
Partners Online
Partners Online is an online mentoring community for people with disabilities and their families.
Partners Online Services: for youth consists of
discussion forums, live chats, and group mentoring.
Goals of Campaign
To create a stronger online presence for Partners for Youth with Disabilities and Partners Online through social media.
To gain more mentors
Objectives
Increase users on Twitter by 100% and follow 100 people and have 100 followers.
Increase Blog entries by 100%. Use Facebook to increase online visibility for events and
meetings and build brand awareness on the Web. Increase website traffic by 5-10% through Google Ad
Words.
SWOT Analysis Strengths: Strong presence in MA. Starting to expand across the
country. Strength of the program itself.
Weaknesses: Need to be more widely recognized and known, not enough easily accessible information out there.
Opportunities: the use of Flickr, Vimeo, blog etc. Utilizing AdWords. Providing easy information.
Threats: Other programs in the area
Competitive Analysis
Any programs that take away potential donors or volunteers fromPYD Programs that include the mentoring and teaching of building skills
in areas of independent living, self-advocacy, Entrepreneurship and career development for people with
disabilities. Programs that include opportunities for socialization, leadership,
community service, healthy living and preparation in the arts for people with disabilities.
Programs that provide role models Programs that include mentoring and teaching online and/or one to
one mentoring Potential donors who donate to other programs and other nonprofit
organizations
Direct Competition
Other mentoring related programs for youth with disabilities that offer online mentoring and/or one to one mentoring
Best Buddies Best Buddies Health Connecting to success Do It Pals Independence Association National Dissemination Center for Children with Disabilities Cultivating Leadership Mentoring Youth with Disabilities National Disability Mentoring Day Creating Mentoring opportunities for Youth with Disabilities
Potential Partnerships
Potential to maximize community exposure and benefit from shared resources and contacts.
Potential Partnerships with: Best Buddies National Disability Mentoring Day
Target Audience
Mentors: both one-to-one and online One-to-one must live in MA Online can be anywhere in the US Adults with disabilities to mentor the youth or others
interested in donating time
Key Messages
Volunteer! Sign up to become a mentor
-Online or one-on-one
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Google AdWords
Objectives and Strategy Drive more traffic to the website Get more mentors to volunteers Segmented our campaign into two strategies, one for
Partners Online and one for PYD.
Ad Groups
Separated based on specific programs and areas for which people are able to volunteer.
Keywords Strategy: words related to searches for mentor programs, disability programs, and students jobs.
11 unique Ad groups
Metrics
From Feb 9, 2009- April 20, 2009 Clicks: 926 Impressions: 23,560 CTR: % 3.93 Avg. CPC : $0.79 Avg. CPM: $30.96 Total Cost of the Campaign: $729.39
Best Performing Ad
Keywords
Google Analytics
On both the PYD and POL websites. Seen a correlation between the success of the Adwords
campaign and direct traffic to the website. The Summer Jobs Ad Group landing page was one of
the pages with the highest visitor frequency.
MetricsMetrics for POL
Visits: 2,634 Pageviews: 3,658 Pages visited: %92.67 Unique Visitors: %94.38
Metrics for PYD Visits: 2,316 Page Views: 6,240 Pages visited: 2.69 Bounce Rate: %60.97 Unique visits: %84.54
Searches
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A Facebook account and Fan Page has been created for PYD
Source of information about the organization Attract potential mentors and donors Provide a platform for dialogue Obtain feedback from anyone interested in PYD’s activities Answer questions from the public Engage in conversations with PYD’s Facebook friends Post thoughts, ideas or comments Upload photos of the organization’s members, events, locations
The Blog
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Blog Objectives
To create online content for users of Partners Online that educates people on particular subjects relating to disabilities and gives people advice about these subjects.
To generate awareness about current events for people with disabilities.
To generate discussion among mentors, youth, young adults, and parents who have disabilities or want to be help people with disabilities.
Blog Strategies
Post news stories on the Blog that will generate interest among youth with disabilities and parents of youth with disabilities
Post topics on the Blog that will create conversations- new research about disabilities.
Provide advice for parents and youth with disabilities so that they have additional resources from the PYD and POL websites.
Post articles that are beneficial to mentors, struggles they might encounter while mentoring, the challenges of mentoring, and other useful tips. This will encourage discussion on the Blog.
Use widget to share Blog with web users.
Future Recommendations
Have link to the Blog on the POL website and the PYD website to gain more web traffic.
Use the Blog as a resource for creating conversations about topics parents, youth, and mentors want to talk about online.
A trusted place for individuals to find information and comment on their own personal thoughts on subjects.
A platform to refer people to, such as mentors, who want to learn more about people with disabilities or ways they could be a positive influence.
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Post news topics related to the field of disabilities and link them to the blog
Be a leading online source of information for helping youth with disabilities
Post PYD programs and events Ways to sign-up and activity ideas for mentors
Twitter- Strategies/Tactics
128 followers 30 Updates made Looking to discover people interested in mentoring or
helping youth with disabilities Inform public about PYD upcoming events Create a relevant following that you can engage and
spark conversations with Upload photos of the organization’s members, events,
locations
Received several @replies and DM regarding specific opportunities they have for helping youth with disabilities
Utilized and connected to other social media PYD’s cause is widespread and far-reaching Many people are interested in topic, but don’t always talk about it on
Twitter- Positives/Negatives
Media Sharing
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Flicker
Website online that allows for the free sharing and management of photos
Uploaded two pictures from functions Help people get an idea of what PYD does
Vimeo
Sharing videos PYD video added
We Are Able: Perspectives of Transitioning Young Adults with Disabilities
First hand narratives feat. children and young adults with disabilities
Difficulties and prejudices while living with disabilities
Future Recomendations
Add more! Types of photos and videos Informative for volunteers and potential users Fun
Overall Recommendations
Website update Continue to post, tweet, add! Make online Mentor sign-up process easier Always link and integrate social media together Inform staff and current members to use existing social
media applications and comment on social media platforms
Reach out to area colleges with disability majors about volunteer opportunities
Thank You!
