VAALPETS: social media strategie



centercenterPrestige worldwide 1[Company name]??[Company address]VAALPETS: social media strategie8820090900Prestige worldwide 1[Company name]??[Company address]VAALPETS: social media strategieTable of Contents TOC \o "1-3" \h \z \u 1.THINK PAGEREF _Toc453092174 \h 31.Research|Discovery|Analysis PAGEREF _Toc453092175 \h 31.1WHO IS VAALPETS? PAGEREF _Toc453092176 \h 31.2 MISSION PAGEREF _Toc453092177 \h 31.3 VISION PAGEREF _Toc453092178 \h 31.4TARGET AUDIENCES PAGEREF _Toc453092179 \h 41.5POSITIONING PAGEREF _Toc453092180 \h 51.6SWOT ANALYSIS IN TERMS OF SOCIAL MEDIA PAGEREF _Toc453092181 \h 51.5 BARRIERS PAGEREF _Toc453092182 \h 61.7OUTLINE AND DESCRIPTION OF CURRENT SOCIAL MEDIA USE PAGEREF _Toc453092183 \h 61.7 METRICS OF FACEBOOK PAGE PAGEREF _Toc453092184 \h 71.8 CURRENT SOCIAL MEDIA NEEDS PAGEREF _Toc453092185 \h 71.9 COMMUNICATION OBJECTIVES OF VAALPETS PAGEREF _Toc453092186 \h 82.PLAN PAGEREF _Toc453092187 \h 83.Objectives| Goals| Timeline PAGEREF _Toc453092188 \h 82.1 OBJECTIVES OF SOCIAL MEDIA STRATEGY PAGEREF _Toc453092189 \h 82.2 MEASURABLE GOALS PAGEREF _Toc453092190 \h 94.DO PAGEREF _Toc453092191 \h 95.Execute| Implement| Launch PAGEREF _Toc453092192 \h 93.1 GENERAL STRATEGY TO ACHIEVE GOALS PAGEREF _Toc453092193 \h 93.2 CHANNELS PAGEREF _Toc453092194 \h 93.3 CONTENTS OF SOCIAL MEDIA MESSAGES PAGEREF _Toc453092195 \h 114.Social Media Campaign PAGEREF _Toc453092196 \h 135.1 DESCRIPTION OF CAMPAIGN PAGEREF _Toc453092197 \h 135.2 OBJECTIVES OF CAMPAIGN PAGEREF _Toc453092198 \h 145.2 TARGET AUDIENCES PAGEREF _Toc453092199 \h 145.EVALUATE PAGEREF _Toc453092200 \h 156.Measure| Metrics| Track PAGEREF _Toc453092201 \h 154.1 METRICS FOR SUCCESS PAGEREF _Toc453092202 \h 154.2 TRACK PAGEREF _Toc453092203 \h 154.6 SOCIAL MEDIA POLICY PAGEREF _Toc453092204 \h 15Let’s get social!Welcome to the Social Media Strategy of Vaalpets! This strategy will help you create, develop, build and manage your social media presence.Through this process your target audiences will be identified and key messages implemented. Various social media channels will be utilized to position you as a well-known, trustworthy NGO, share your messages, and create a strong network of followers and work to build your overall online presence. These social media platforms will create a stage for information sharing, engagement and influence.During the initial process, focus will be placed on identifying your most important target audiences and create appropriate messages for each target audience. It is imperative to maintain your business mission and create a cohesive and consistent experience for your visitors and network. Each of the chosen social media pages will be visually crafted to look and feel consistent, fresh and professional. This Social Media Strategy will be your guide toward meeting all the identified goals in the plan.THINKResearch|Discovery|AnalysisWHO IS VAALPETS?Vaalrivier Community and Pet Care is dedicated to improving the health, nutrition and quality of life of the residents and their pets in Bophelong, a township at Vanderbijlpark, Gauteng. Our aim is to prevent the spread of contagious diseases between humans and animals themselves and to improve pet owner education. Vaalpets strives to halt the uncontrolled breeding of pets 1.2 MISSIONMission of organisationTo improve the health. Nutrition and quality of life in Bophelong for pets by providing kennels and food.Prevent the spread of contagious diseases between animal and human and between pets themselves by dipping and deworming the pets.Improve the understanding and communication between the local community by means of outreach programs such as Vaal CVC clinics which provide primary health care to pets in the township.Improve pet-owner education by providing petcare education to the schools in Bophelong.Stop uncontrolled breeding by means of a sterilization program.Provide collars, leashes and food utensils to the dogs.Take sick dogs for veterinary treatment.Improve the standard of living in the township where sick dogs can be treated and sterilizations can take place and to incorporate this with a community centre with a playground for the childrenMission of the social media strategyTo create a cohesive and consistent experience for Vaalpets visitors and networks.To position Vaalpets as a well-known trustworthy NGO.To create a strong network of followers and work to build Vaalpets overall online presence.To raise awareness of Vaalpets’ initiativesTo gain funding for the organisationTo convince target audiences to adopt an animal by means of social media messagesTo convince target audiences to volunteer by means of social media messages1.3 VISIONVision of organisation:Our vision is a Bophelong township free of litter with residents proud of their homes and a pet population whose numbers are under control and which is free from disease, parasites and worms (Business Plan of Vaalrivier Community and Petcare NPC, 2016).Our vision encompasses developing a culture of caring which is a vital catalyst for social upliftment. We believe that caring means sharing and that empathy beget empathy. Caring for an animal translates into caring for all human beings.Vision of social media strategy:The vision of the social media strategy is a positive influential online presence, a strong network of followers and to send the message of ‘caring’.TARGET AUDIENCESSEGMENTDESCRIPTIONOBJECTIVECorporate companies These are companies which provides goods or services to the community. According to Zephoria digital marketing statistics 16 million local business pages have been created as of May 2013 which is a 100% increase from 8 million in June 2012. Facebook marketing has transformed how business is conducted, and its use by local businesses to extend their markets continuous to explode.To create awareness and visibility of Vaalpets by means of social media to ultimately receive funding from corporate companiesVaal-triangle Community members (26 and older).This target audience entails individuals that form part of the Vaal-triangle community that can assist in the needs of Vaalpets such as volunteering, adopting and funding.To raise awareness of Vaalpets’ initiativesTo convince community members to adopt an animal by means of social media messagesTo convince community members to volunteer by means of social media messagesStudents (18-25 years)Students have certain characteristic that make them an important target audience. Time: Students generally have more time than the average working individual especially considering the class timetables of Universities like the North-West University Vaal Campus. Students are therefore an ideal audience to target for volunteer work.Active social media networkers: According to the Zephoria Digital marketing statistics (2016) 50% of 18-24 year-olds go on Facebook when they wake up. This means that social media is important to these users, and potentially, if done correctly, so is the content you post on it.To convince students to volunteer and adopt by means of social mediaTo become Vaalpets ambassadors by sharing and liking our social media content POSITIONINGThe social media strategy aims to position Vaalpets as a well-known trustworthy NGO and an organisation with a culture of caring for animals and all human beings.SWOT ANALYSIS IN TERMS OF SOCIAL MEDIAStrengthsThe organisation has a hands-on approach. Vaalpets interacts on the ground with the township people and pets and therefore has enough material for social media posts.There is a good relationship built on trust and respect for each other on the board towards the project in Bophelong which will make it easier to send the right message of ‘caring’ on social media.Visually stimulating social media content available.There is no current social media strategy being used therefore there are no limitations in the formulation and implementation of a new strategy.WeaknessesInsufficient funding makes it hard to fund media monitoring and social media. campaigns that may have some costs.Vaalpets doesn’t have a strong social media presence.Limited knowledge concerning the use of social media to its full potential.OpportunitiesThere is an opportunity to build a strong social presence from scratch.Vaalpets doesn’t have a negative social presence as it is nearly non-existing. There is an opportunity for the development of a new social media strategy.ThreatsIf not managed correctly there is the threat of negative social media coverage.Threat of entire failure of Social media strategy.Seeing as Vaalpets doesn’t have a full-time social media manager social media may be deglected.1.5 BARRIERSThe roadblocks or obstacles Vaalpets faces in relation to social mediaTimeLimited BudgetHuman recoursesFear of negative commentsSpamOUTLINE AND DESCRIPTION OF CURRENT SOCIAL MEDIA USEFacebookGeneral description of current Facebook pagePage establishedName: Vaalrivier community and Petcare. The name is not easily searchable.Stimulating visual content such as videos and photosLack of consistent activity: Facebook posts aren’t consistent seeing as they post irregularly. Content not always connected to the workings of Vaalpets (not always relevant)Maintenance and management: not up to standard for example photo descriptions in comment section, photo albums not well organisedNo apparent visual identity of Vaalpets on page Bio and information on Facebook is acceptable but can be used to improve searchability (SEO)Not enough dialogue between organisation and followersNo “call to action” availableNo tags of other like-minded organisationsVaalpets doesn’t post on best post times (mid-week 13:00-15:00 according to Zephoria Digital Marketing statistics (2016) )Followers comments mostly a call to information, this may mean that information Twitter- no presenceInstagram- no presence1.7 METRICS OF FACEBOOK PAGESentiment RatiosSentiment analysis is imperfect at best, often ignoring the human element of sarcasm or simple context. To be completely accurate, we tracked it manually. We went through recent mentions (available to public) and tagged them as positive, neutral or negative. The number of mentions is 28 according to Facebook insights. It seems neutral and positive mentions are growing. More mentions needed. Neutral mentions: 5Negative mentions: 0Positive mentions: 5Engagement levelsHow many comments, shares, mentions are you getting with your content. This is very important because it help you see how and how often people interact with your content and helps to identify which topics are the most popular. CategoryTotal engagementAmount of postsPost clicks121 clicks15 postsReactions, shares, comments8915 postsMost popular topicsStories and photo’s about adopted animals (mostly dogs) e.g. post 141 reachStories and photo’s of animals (mostly dogs) in need of adoption e.g. posts 230, 145, 254 reachSocial reach, community size, growth rateTotal page likes: 830 Facebook insights: May 10- June 6CategoryNumber% Increase% DecreaseMentions28Actions on page8300%Page views178112%Page Likes2116%Video views4067%Reach898 people80%Post engagement1,12517%1.8 CURRENT SOCIAL MEDIA NEEDSTo produce stimulating visual content for social media pagesConsistent social media activity on a range of social media platformsTo produce relevant content on a range of social media platformsThorough social media management and maintenanceTo create a consistent visual and graphic identity on all proposed social media platformsAdjusted bio information to improve SEO (Search Engine Optimization)To develop a suitable “call to action” on FacebookTo tag other like-minded organisations in social media postsTo post content on the best possible post timesTo create an interactive, real-time Twitter accountTo create an interactive, real-time Instagram accountTo develop a social media presence that increases like’s, shares and a strong network of followers1.9 COMMUNICATION OBJECTIVES OF VAALPETSTo update and inform stakeholders about ongoing projects and initiativesTo communicate a culture of caring for people and animalsTo communicate adoption, sponsorship and volunteer opportunitiesPLANObjectives| Goals| Timeline2.1 OBJECTIVES OF SOCIAL MEDIA STRATEGYWhat: To create a cohesive and consistent experience for Vaalpets visitors and networks.How: By creating a consistent online visual and graphic identity, consistent social media activity, visit each of our social media profiles and make sure that our avatars, cover photos,?bio, and profile info is up-to-date and complete. For visuals, we aim for consistency and familiarity with?the visuals we use on all social media.?What: To create a strong network of followers and work to build Vaalpets overall online presenceHow: By producing relevant content on a range of social media platforms, tagging other like-minded organisations in social media posts, post content on the best possible post times, push towards visual content What: To convince social media followers to adopt an animal How: By means of social media messages and campaignsWhat: To gain sponsorship from social media followersHow: By means of social media messages and campaignsWhat: To convince social media followers to volunteerHow: By means of social media messages and campaignsWhat: ?Drive more traffic to the website How: Click social media widgets, share site with followers using sharing buttons.2.2 MEASURABLE GOALSFacebookGain 5000 likes by the end of 2017Twitter2500 followers by the end of 2017Instagram3000 followers by the end of 2017 DOExecute| Implement| Launch3.1 GENERAL STRATEGY TO ACHIEVE GOALSCraft visual identity for all pagesAdjust all bio and information on all channels to improve searchFind bloggers and media who cover philanthropic topics relevant to your organisationMonitor conversations- Google AlertsMonthly reporting on number, engagement and influenceDaily posting on Facebook, Twitter and InstagramShare personalityPost about community3.2 CHANNELSFACEBOOKWHY?Facebook allows for real-time updates and interactions, while offering space for longer posts and add-ons such as event pages, groups, and applications. Facebook is where your personality will shine through. Descriptive detail about the organisation can be presented.According to Duggan et al (2014) 71% of all adult internet users are on Facebook. Which means that Facebook has the right demographics for the Vaalpets target audiences. Worldwide, there are over 1.65 billion monthly active Facebook users (MAUs) which is a 15 percent increase year over year. In case you had any lingering doubts, statistically, Facebook is too big to ignore (Zephoria digital Marketing Statistics, 2016).Purpose: Increase recognition, increase engagement, establish networks, establish NGO, searchabilityTarget audience: Vaal-triangle Community members, Corporate companies, StudentsGeneral Facebook activitiesSet up personality of profileCreate “Calls to Action”Post 2 times per day, at most @ 1-4 PM weekdays. Share relevant articlesShare photosTag other like-minded organisationsCreate YouTube tab to share videosSelect best post timesSend more traffic to websiteReshares, update, post, linkStay currentMonitor comments, likes, sharesIdentify influencers and supportersTWITTERWHY?Functioning like a micro blog, Twitter is a huge new source with information being shared as it becomes available. Twitter allows for interaction, video and photo sharing, but limits posts to 140 characters, making it simple and most efficient when regularly updated. Twitter has 284 million active users at last count, 88% of Twitter users are on mobile, 4500 million tweets per day (Bullas, 2015).Target audience: Corporate companiesPurpose: Increase recognition by corporate companies, increase engagement with corporate companies, establish networks with corporate companies, increase searchabilityGeneral Twitter activity:Set up personality of profileAdjust bio information to improve SEO (Search Engine Optimization)Identify key profiles to followTweet 3 times a day or more. Select best post timesEstablish automated responses to new followersSend more traffic to your websiteRetweet relevant informationShare provided photosUse existing hashtags and create as neededKeep expanding your Twitter communityStay currentMonitor mentions and retweetsIdentify influencers and supportersINSTAGRAMWHY?Instagram is a free online photo sharing and social network platform. Instagram allows users to upload, edit and share photos with other members through the Instagram website, email, and social media such as Twitter, Facebook etc. This network is owned by Facebook. They saw that social and mobile was a powerful intersection of synergies. They were right. Instagram has 300 million users, 70 million photos and videos are sent daily, 53% of internet users aged 18-29 use Instagram (Bullas, 2015)Purpose: Increase recognition by younger generation, increase engagement younger followers, establish networks, increase searchabilityTarget audience: Students (18-25 years)General Instagram activity:Set up personality of profileAdjust bio information to improve SEO (Search Engine Optimization)Identify key profiles to followPost 1.5 times per day, or more.Select best post timesTag relevant organisations in postsDevelop hashtag, use consistent hashtagsUse existing hashtags and create as neededKeep expanding your Instagram communityStay currentMonitor likes and commentIdentify influencers and supporters3.3 CONTENTS OF SOCIAL MEDIA MESSAGES Lee (2015)Voice and tone of content: Caring, honest, kind, generous, consistent, accountable, credible and playful. The idea is to cultivate a voice that delights our followers, then they will be thrilled to spread the love about us.What will we post?Links| Images| Quotes| Updates| ResharesLinks: Links of other similar organizations, links to relevant blogs and pages such as The love of Animals, Animals in the news, the Pet Gazette, SPCA Vereeniging & Vanderbijlpark. Links to relevant stories in the news.Images: No irrelevant images like photos of cute animals only primary source images, Images accompanied by relevant stories, images of initiatives, images of projects, campaign related images, images of rescued animals, images of adopted animals, images of donations.Visual content is very important! The push toward?visual content?has plenty of anecdotal evidence—as you browse the streams on Twitter and Facebook, you’re likely to see images all over. There’s data to back up this change:?Image posts get more views, clicks, reshares, and likes than any other type of post (Lee, 2015). On Facebook,?photos get 53% more likes, 104% more comments and 84% more click-throughs on links?than text-based posts (Lee, 2015).Text: Customize the bio/info section. Create a professional social media bio by tailoring keywords to audience, keep language fresh, be personal. Quotes: Quotes of happy adoptees accompanied by photos, quote of the day accompanied by relevant photo, quoted new sources etc. Updates: Updates on campaigns, updates on general workings, projects, initiatives, updates on amount of followers reached i.e. “We have reached a 1000 followers!!”. Reshares: Reshares of posts that hasn’t reached target likes and shares. Reshaes of popular posts in the past. Consistent posts each weekMONDAY BLOGWHAT’S HAPPENINGCAMPAIGN POSTSQUOTE OF THE DAYTRIBUTE TUESDAYI HAVE A FAMILYFOLLOWER WEDNESDAYWHISKER WEDNESDAYTHANK-YOU THURSDAYFEATURE FRIYAY [see addendum 1 & 2 ]When will we post?Facebook: 2 times per day, at most @ 1-4 PM weekdays. 2x per day is the level before likes & comments begin to drop off dramatically (Lee, 2015). Twitter: 3 times a day or more. Engagement decreases slightly after the third tweet @1-3 PM weekdays (Lee, 2015).Instagram: 1.5 times per day, or more. Major brands post an average of 1.5 times per day to Instagram @ 5-6pm weekdays and 8pm on Mondays with a sweetspot at 6pm. There’s no drop-off in engagement for posting more, provided you can keep up the rate of posting (Lee, 2015).Social Media Campaign5.1 DESCRIPTION OF CAMPAIGN | #myvaalpet#vaalpetsvoluteer | #vaalpetsdonate | #vaalpetsadoptWHAT’S THE BIG IDEA?This campaign is all about three of the social media strategy objectives.VOLUNTEER. DONATE. ADOPTThe campaign aims to increase social media engagement with our audience by getting them to share testimonial photo’s or videos. Each week one of the three objectives (Volunteer, Sponsor, Adopt) will be featured on the Vaalpets Facebook page as well as our newly developed Instagram page. Followers on both platforms (Facebook and Instagram) must share a photo or video on their own accounts, tagging Vaalpets in their posts. Each week Vaalpets will choose the best tagged and hash-tagged testimonial post and share it on all our social media platforms on FeatureFriYAY (Fridays) (Facebook, Twitter, Instagram, Website).Two campaign posts will be featured each week: Firstly the promotion post of the campaign for that week (either #vaalpetsvolunteer, #vaalpetsdonate, #vaalpetsadopt), and secondly the chosen followers’ testimonial post which is called FeatureFriYAY. 5.2 OBJECTIVES OF CAMPAIGNAims to increase social media engagement with our audience by getting them to share testimonial photo’s or videos.To gain donations for the organisationTo convince social media followers to adopt an animal To convince social media followers to volunteer To raise awareness of VaalpetsTo gain followersTo build Vaalpets overall online presence5.2 TARGET AUDIENCESFACEBOOK: Vaal-triangle community members (26 and older). According to Zephoria Digital Marketing Statistics Age 25 to 34, at 29.7% of users, is the most common age demographic of Facebook.?This means it is the prime target demographic for many businesses’ marketing efforts, and you have the change to engage these key consumers on Facebook.INSTAGRAM: Students (18-25 years) 53% of internet users aged 18-29 use Instagram (Bullas, 2015)EXAMPLES OF SOCIAL MEDIA MESSAGES CAN BE FOUND IN ADDENDUM 1CONTENT AND PLATFORM SCHEDULE CAN BE FOUND IN ADDENDUM 2EVALUATEMeasure| Metrics| Track 4.1 METRICS FOR SUCCESSFacebook metrics for success: “Like”s, referrals from social networks, “shares”, sentiment ratios, engagement levels, referral traffic, social reach, community size, growth rateTwitter metrics for success: Followers follower count, referrals, retweetsInstagram metrics for success: comments received, “like”s, mentions, most engaged hashtags, engagements per follower, followers gainedIMPORTANT: Measuring, managing and monitoring of all social media platforms must continuously take place on a daily basis. Make use of GoogleAnalytics, Buffer, LikAlyzer, Facebook insights etc. 4.2 TRACKWeekly Status UpdatesGrowth in numbers’ networksEngagement statusInfluence statusDiscussion- what’s working/ what’s not working- revise, edit and evaluate4.6 SOCIAL MEDIA POLICYReview existing media policyRecommend changesDevelop final Social Media Policy for implementationSOCIAL MEDIA MESSAGESaddendum 1 & 2#myvaalpet CAMPAIGNFeature Friyay Message WHISKER WEDNESDAY Thankyou Thursday LINK Excel.Sheet.12 "C:\\Users\\Madelyn1\\Desktop\\Oranje stokkie\\Social media strat\\schedule.xlsx" "January 2015!R1:R1048576" \a \f 4 \h TitleAuthorTopicPublish TimeImagesPublishing ChannelsMondayMONDAY BLOGBloggerShare and Tweet link to relevant blog e.g. Love of Animals08:00 AMBlog imageFacebook, TwitterWHAT'S HAPPENINGVaalpetsPost photo and description of ongoing project/intiative 13:00 Vaalpets PhotoFacebook, Instagram#VAALPETVOLUNTEER/DONATE/SPONSORVaalpetsPost weekly campaign promotion message 15:00 / 20:00Vaalpets designed messageFacebook, InstagramQUOTE OF THE DAYQuotedTweet relevant quote of the day15:00No imageTwitterTuesdayTRIBUTE TUESDAYVaalpetsMention link to like-minded organisations e.g.SPCA16:00Depends on postFacebook, TwitterI HAVE A FAMILYVaalpetsPost photo and story of happy adopted animal13:00-18:00Photo of animalFacebook, Instagram, TwitterQUOTE OF THE DAYQuotedTweet relevant quote of the day15:00No imageTwitter??????WednesdayFOLLOWER WEDNESDAYFollowerShare relevant follower page, status or post13:00-16:00Depends on postFacebook, Twitter, InstagramWHISKER WEDNESDAYVaalpetsPost photo and description of cat to be adopted13:00-16:00Photo of catFacebook, Instagram#VAALPETSVOLUNTEER/ADOPT/DONATEVaalpetsPost weekly campaign promotion message15:00/ 20:00Vaalpet designed messageFacebook, InstagramQUOTE OF THE DAYQuotedTweet relevant quote of the day15:00No imageTwitterThursdayTHANK-YOU THURSDAYVaalpetsUpdate on amount of followers reached that week13:00-16:00INFOGRAPHICFacebook, InstagramI NEED A HOMEVaalpetsPost photo and description of animal to be adopted13:00-18:00Photo of animalFacebook, InstagramQUOTE OF THE DAYQuotedTweet relevant quote of the day15:00No imageTwitter??????FridayFEAUTURE FRIYAYFollowerPost chosen follower post for campaign13:00Follower photoFacebook, InstagramI NEED A HOMEVaalpetsPost photo and description of animal to be adopted13:00-18:00Photo of animalFacebook, InstagramQUOTE OF THE DAYQuoteTweet relevant quote of the day15:00No imageTwitterBibliography Bullas, J. 2015. 33 Social media facts and statistics you should know in 2015. 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