Social Media Marketing Plan

Prepared by:Brooke Hurst

May 5, 2015

The Tim Tebow FoundationJacksonville, FL 32259

904-290-1015

Executive Summary

The Tim Tebow Foundation has a vast reach ranging from children to married adults with children. However, the company’s social media skills are lacking and without implementing a strong social media plan, the foundation could possibly end up losing its donors and vendors which would tank the entire charity.

The main focus of this social media plan is to use all necessary social media platforms to find, engage, attract, and retain fans, followers, donors and volunteers. Based on analysis of current online data, the foundation has a few certain goals to reach in order to move upward.

These goals include:

▪ Increase awareness/visibility and strengthening the brand with kids, teens and parents by increasing engagement from the foundation

▪ Implementing more volunteers and word of mouth sells

▪ Spreading the organizations mission through appropriate outlets and networking

Carefully constructed strategies will be helping the success of the named goals including listening, interacting, engaging, influencing and contributing to the World Wide Web on a regular basis. With these strategies, the foundation’s goals should be a success with optimum results.

A budget was approximately set to show the cost of the new social media marketing plan. The team leaders that will be responsible for preparing, overseeing, and executing the plan include Chairman Tim Tebow; President and Executive Director Erik Dellenback; and Dana Ring director of finance.  

Overview

A terminal diagnosis for sick children and adolescents is a life-altering event for them as well as their families. Unfortunately, even with advancements in treatment, terminal illness is still the second leading cause of death (following accidents) in children ages 5 to 14 years. The overwhelming need for help and the generous hearts of others allowed for children’s charities to be there in their darkest hours. Currently, there are 1,429,801 nonprofit organizations located across the United States. (NCCS Business Master File, 2014)

To increase a competing charity’s visibility, engagement and message, I have explained below how my social media plan will help to observe, engage, and make things happen. Through these actions, I will show how the Tim Tebow Foundation can be a hero these children were needing all along.

Social Media Presence

The Tim Tebow Foundation began its social media history back in 2010. Today, the social media “health” of this charity isn’t doing very well. After analyzing posts from the charity it showed that updates, interactions and media attention are severely lacking and may be the reason less and less traffic visit.

The table on the right shows the foundation’s social media presence online currently. While Facebook is in the lead with fan count, Twitter follows close with YouTube scoring last. You can see the frequency of posts made from Tim Tebow’s charity and the effects it has on traffic.

Metric Reach Charity Posts

Facebook 71, 600 fans 2-3x/week

Twitter 71, 600 followers 2x/week

YouTube 2,278 subscribers

Only ONCE this year!

Competitive Analysis

By carefully browsing over the charity’s functionality on social media, I did a SWOT Analysis to identify the charities strengths and weaknesses to determine the best plan of action as well as identify its opportunities on the web and the threats that may face them.

Because of the SWOT Analysis, it’s easy to determine that the foundation is traveling along the “W-O Strategy” to overcome weaknesses in social media platform performance in order to follow opportunities socially on the web.

Strengths Weaknesses

The charity seems to be ok on Facebook and Twitter, but could always use extra help.

The Tim Tebow Foundation is lacking a huge presence on social media platforms like YouTube.

The charity’s track record looks the best on Facebook because of the number of followers.

Other platforms like Twitter and YouTube are very sporadic and never at the same time.

Very unpredictable communication.

Most of what the charity has done so far to promote awareness has done pretty well. As an early projection.

Other than the sporadic postings, I don’t think it ever fell short from their goal.

Unfortunately, that goal doesn’t seem to have been set very high?

Team Tebow’s office and administration take care of the necessary postings for the charity.

Team Tebow does not have a social media guru on salary. Therefore, the outcome of

their social campaign so far has not reached potential.

The staff always posts energetic and hopeful messages to the fans and followers of the charity. They are always very warm and welcoming.

I think the staff could alleviate their fears if the right person was hired to be in charge of

the social media aspect.

The charity participates in Google Analytics to monitor their marketing strategy.

There are many more ways to stay on top of data, especially when trying to spread

awareness. Again, the right person could handle this with ease!

I think the foundation’s partners and donors are absolutely supportive of active witnessing!

However, I don’t think they fully grasp the concept of how much time analyzing social

media can take. To get attention you have to pay attention.

There are more than enough social media platforms the charity can use to their advantage and successfully meet their goals!

The Tim Tebow Foundation could literally make its presence known to almost all

markets.

The company seems to have started out well through Facebook and Twitter and by using Tim Tebow himself to promote through other sources.

The charity does lack a certain “vibrant” tone to its message and reach. It’s never consistent and seems impersonable.

Even though this is a charitable organization, Tim Tebow does use his platforms to auction off football jerseys, balls, headshots, etc. with all proceeds supporting the foundation.

The assortment of products could use an update depending on its target network!

Opportunities Threats

Platforms like Facebook and Twitter have the highest success rate of communication between organization and fans/donors.

The charity “Make-A-Wish Foundation” has an eerily similar charitable goal by making

dreams come true for kids.

Fans and followers are constantly “liking” posts and updates and retweeting information to their friends and on the web.

Only a few un-named celebrity organizations who are (sort of) trying to accomplish the

same thing go head to head other than M.A.W.

There is a market full of kids, teens and families who are going through an awful time in their life where they need a light to shine on them—and that’s THIS foundation!

Charities like Make-A-Wish aggressively fight for attention through media outlets—mostly

by using celebrity endorsers.

With instant updates provided by microblogging websites like Twitter can enhance communication between the foundation and its followers.

The charity’s competitors are more well-known and have a bigger following. It grows

daily!

The Tim Tebow Foundation can raise a “Call to Action” and have fans become active volunteers through social media sites, as well as street team members.

Bigger competitors are already passed this stage of recognition. The foundation needs a bigger platform to shine on so they can be

seen.

Donors and executive chairs do participate on the social media circuit and are connected to the foundation on each platform for support.

The biggest negative coming from the public is nothing more than ridicule for his beliefs. It truly lacks any substance to call it an attack

on his charity.

Fans and donors have boasted all over the web how wonderful Tim Tebow’s heart is that he would be so charitable and loving and giving to families he’s never known. Just to put a smile on a child’s face!

Unless you are a die-hard fan of Tim Tebow, Florida Gator football, or SEC

Nation, odds are you haven’t heard much of Tebow or his charity!

Goals of the Plan

The analysis research done on the Tim Tebow Foundation clearly shows a desperate need in social media authority. By following properly, this charitable organization can implement a new social media plan so they may have every opportunity they can to help others.

These are the Tim Tebow Foundation’s social media goals:

▪ Increase awareness/visibility and strengthening the brand with kids, teens and parents by increasing engagement from the foundation

▪ Implementing more volunteers and word of mouth sells

▪ Spreading the organizations mission through appropriate outlets and networking

Strategy

▪The Tim Tebow Foundation will implement a long list of strategies to help the company climb out of their social media “rut” and into a platform that is booming with attention and love.

▪Listening: Through more in-depth analysis, the foundation can pay closer attention to who is talking about them, why and what is being said-positive and negatively.▪Interacting: By engaging in more up-to-date and consecutive postings as well as giving the controls to Tim Tebow himself to participate in online chats and group discussions will keep the fan hype alive and make the fans and donors trust him and his charity a lot better with close communication. People know when you make them feel special!▪Engaging: Fans and followers to start volunteering under the name “Team Tebow” so they may do good works and spread the word of life changing experiences that this charity is known for!▪Embracing: The community! Whether it be a lonely teenager, curious kid, or a set of parents looking for a hero…Team Tebow should be encouraged to interact as much as they can with the individuals trying to reach out. ▪Influencing: Who would be better than football’s biggest controversial Christian athlete, than Tim Tebow himself? He IS a big influence to people—and his celebrity status can take this foundation and its works to a whole new level of interactions.▪Contributing: By improving their social media skills, it will also help keep in practice their daily contribution goal as an organization.

Target Market

As of January 2014, 74% of online adults use social networking sites. 74%

of women were users of social networking sites, compared with 62% of

men. Between February 2005 and 2006, the use of social networking sites

among young adults ages 18-29 jumped from 9% to 49%.

40% of cell phone owners use a social networking apps on their phone, and 28% do so every day.  Young people,

African-Americans, Hispanics, the highly educated and those with a higher

annual household income are more likely to use SNS on their phones than

other groups.

The Tim Tebow Foundation’s target market includes customers, fans, volunteers and

vendors. They also include customer relationships on the business side, along with

donors and more volunteers.

With the data recorded here, it is easy to say through social media marketing, the foundation’s aim is towards the young adult demographic but

the spread can reach a variety of targets.

Tools to be Utilized

After compiling all the data, the tools to be used have been decided. The social media markets that have the most users and interactions. Because most users are adults and those adults are

mostly women,platforms like Twitter will be great at strengthening brand awareness and spreading messages fast. Instant updates and news will be priority here. Hashtags are

popular and create awareness.

▪ Facebook would be a better tool to reach families where both sides can take the time to write a decent message that isn’t hindered by 140 characters. Here, the interaction can be more family focused and more relaxed. Men also have a chance to talk sports with Tim Tebow if they wanted or ask questions he may or may not be able to see through the live action of Twitter.

▪ LinkedIn is for the business side mostly and can continue to contact vendors and donors through this mainstream social site. Here, you can keep track of networks and friendships and goals.

▪ As for the younger crowd, any one of these outlets may be used, but they should be hit the hardest. Asking for a call of action to step up and volunteer locally through Team Tebow could start a great movement for kids to be involved in. It promotes love, caring, and the gospel of Jesus Christ through Tim Tebow’s platform.

Implementation Plan

After defining the charity’s goals, strategies and tools, this is where the plan goes into action. This section will show just how the foundation will

implement this effectively and efficiently while maintaining its true purpose and mission.

TwitterFacebook

Monitoring/Tracking Plan

The Tim Tebow Foundation’s tracking for this social media plan will consist of finding and

following related content on the web. By identifying optimal keywords and phrases

associated with the foundation, the data will clearly be monitored more precisely and

accurately.

Monitoring tools like Google Reader and HootSuite are helpful in making sure the data is

recorded correctly.

Evaluation Plan

Unfortunately, until this new data is recorded correctly and consistently, only then can we carefully

evaluate it. With this charity, there wasn’t enough “noise” to analyze. When you aren’t making noise no

one is going to hear you!

In the end, this is supposed to show to progress of the company’s social marketing activities over time

so all data can be evaluated and adjusted if necessary. It can also uncover opportunities, threats

and maybe some new courses of action.

Budget

The Tim Tebow Foundation is about to invest in some much needed social media strategy! After all

expenses for the fiscal year, this charity has well over $2 million dollars to take care of:

▪ A new staff to manage social media, training and research and development.

▪ Ad sales, blogger programs

▪ Brand monitoring, social media management systems

Total expenses for implementing a new group of media specialists? Roughly $375,000.

Schedule/Calendar of Plan

Social Media Strategy and Schedule

Promote Awareness and keep fans close!

Share a mix of relevant links, engaging content, videos, and polls

Make sure you promote upcoming events and create them in the events tab

At least two posts per day 

▪ Engage with all interactions, big or small!

Sources:

▪ “Official Tim Tebow Foundation” www.TimTebowFoundation.org

▪ “Twitter’s Tebow Foundation” www.twitter.com/tebowfoundation

▪ “YouTube’s Tim Tebow Foundation” www.youtube.com/user/timtebowfoundation

▪ “The National Center for Charitable Statistics” www.nccs.urban.org

▪ “Social Networking Fact Sheet 2014” http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/