Social Media StrategyEnterprise channel strategy

Company Name | Presentation Date

Note: this is a template ONLY and all numbers and recommendations are used for example purposes.

Table of Contents

1. OVERVIEW

• Current Social Landscape• YOY Growth Comparison Charts• Social Segments

2. STRATEGY

• 3 Year Roadmap• Goals & Objectives• Channel Integration• Organization Adoption

3. THE VISION

• Vision by Social Network• Testing & Future Plans

OVERVIEW

CURRENT LANDSCAPE &

PERFORMANCE

Overview – Social Landscape

2,0002,000

3,0003,000

8,0008,000

1.1 MM

1.1 MM

240K240K

1,6001,600

25,00025,000

Social Growth Competitor Comparison

FY13: Increase in Facebook Fans

FY13: Increase in Twitter Followers

BRAND VS. COMPETITORS 1, 2, 3….

BRAND VS. COMPETITORS 1, 2, 3….

Social Demographic Comparison

FY13

FY14TD

Social Demographic Comparison

FY13TD

By Segment Comparison

Total USIndustry VerticalBrand

STRATEGY

THE 3 YEAR PLAN

3-Year Strategy

GROW

SATISFY

TARGET

• Increase authorship•Social promotion & site integration•Increase engagement rates

YEAR 1 GOALS

YEAR 2 GOALS

YEAR 3 GOALS• Increase # of Fans• Segment social ads• New social networks

• Identify highly active followers

• Set up direct & indirect tracking

• Social ad testing

Increase ReachBuild a highly qualified audience

Build loyalty rewards programs for retention

Create Engaging Content

Arm network with shareable, high quality content

TopInfluencers

Revenue Goals

• Increase total social revenue in by 10%

• Increase social paid advertising ROI to ≥ .5:1

• Improve fundraising post conversation rate to > 8%

• Improve FB donation form conversation rate to > 4%

• Determine value of a social subscriber

• Define cost per acquisition of a social donor

• Follow the life cycle of a social media donor

Acquisition Goals

• Collect email and mobile sign ups

• Develop A/B content testing plan for specific audiences

• Reach ultimate audience through initial audience

• Increase Facebook Edge Rank ≥ 10% engagement rate

• Create social personas and increase visibility into these social profiles via targeted messaging

• Connect what people want to talk about related to our brand with engaging content

Moderation/Reporting Goals

• Identify top influencers

• Categorize user comments to define “Voice of a Fan”

• Segment messaging to determine engagement by post

• Improve tracking of viral sharing

• Standardize promotional campaign reporting

• Develop attribution model for social traffic

• Focus on accuracy of reporting

• Define best day/time to post per network

• Provide real-time customer support

Channel Integration Plan

• Social Content strategy added to planning docs

• Visual & messaging consistency across channels for campaigns, products and programs

• Internal Education: conferences, webinars, training

• Add guidelines to Policy and Procedures Documents

• Create an influencer Social Media Toolkit

TACTICS & VISION

BY SOCIAL NETWORK

FacebookPurpose: To create a more visual, emotional and personal connection with our mission.

TwitterPurpose: To rapidly communicate information to followers and leverage partner outreach.

Google+Purpose: To use brand focused content that will enhance online search results.

YouTubePurpose: To bring the brand to life with personalstories and promotional videos

OtherPurpose: Explore and be agile to add new social networks as needed

The Vision•Infographics•Pictures with quotes•Merchandise•Videos Board

The Vision•Redesigned company pages•More consistent posting•Community groups

The Vision•Explore what works•Expand into programs•Consider campaigns•Tracking

The Vision•Strategy for account•Target Millenials•Moderation plan

Join us…http://bit.ly/join-the-unfunnel