United Way of Pierce County

By Nhan Hoang, Tanisha Lopez-Chhouy, Yong Wu, Yen Le, Allison Nelson

Agenda❏ Brief Overview❏ Mission Statement❏ Social Media Presence❏ SWOT Analysis❏ Process (How will we achieve our goals?)❏ People❏ Platform/Tools❏ Goal Objectives❏ Research, Tools, and Steps❏ Analyzing ❏ Implementation

Brief Overview❏ United Way of Pierce County is located in downtown Tacoma on Pacific Ave.❏ Subsidiary of a global wide non profit organization.❏ Purpose and mission are based on their local issue in different location.❏ At United Way of Pierce County, they invests in children and families.❏ Focusing on programs that help young children and families.❏ The mission of United Way of Pierce County is to work from the heart to unite

caring people to tackle our community’s toughest challenges.❏ To achieve meaningful and measurable improvements, they:

❏ Lead collaboratively❏ Raise, leverage and invest funds strategically❏ Advocate effectively❏ Engage and inspire volunteers

Mission Statement❏ Align with United Way of Pierce County.❏ Reduce poverty within communities.❏ Build Brand Awareness on social media platforms.❏ Gathering support through social media.❏ Expanding funds based on increment of followers, target audiences and

potential customers.

Social Media PresenceSocial Network URL to Profile Number of Followers Engagement Level

Facebook https://www.facebook.com/UnitedWayofPierceCounty/

2103 2222 likes

LinkedIn https://www.linkedin.com/company/united-way-of-pierce-county

473

YouTube https://www.youtube.com/channel/UCkuZsSSHwbUXCbPFRxdVLTA

10686 views 27 subscribers

Twitter https://twitter.com/uwpc?lang=en

1552 2378 Tweets

Pinterest https://www.pinterest.com/unitedwaypc/

184 1.3K Pins

SWOT AnalysisStrengths

❏ Passion to help low-income families.❏ Volunteerism.❏ Big medium organization with net growth

$11.26 million.❏ Good base foundation from government and

donors.

Weaknesses❏ Lack of social media presence.❏ Lack of engaging with the online users.❏ Using traditional marketing content❏ Receiving information and not creating

two-way communication.❏ Not active on Instagram and Snapchat

Opportunities❏ Collaboration with other small-mid level

businesses.❏ Getting sponsorship from brands (well

known or revenue-generated).❏ Using Google Advertisement for free as a

non-profit grant sponsor by Google.❏ Update social media content such as video

and company daily life.

Threats❏ Non-profit organizations promoting similar

messages.❏ Losing online clients.❏ Community aren’t aware of the resources.❏ Less credibility for donors to donate.❏ Won’t catch up with others organizations.

Process❏ How will we achieve our goals?

❏ People❏ Platform/Tools❏ Content

People❏ Target Groups 1:

❏ Individuals residing in Pierce County between the ages of 25-50 with disposable income.❏ These individuals are most capable of making contributions for the purpose of reducing poverty.❏ They are passionate about their community and the collective good of the world.

❏ Target Groups 2:❏ Millennials between ages of 18-24 is our second target group.❏ Their social media presence will be useful in terms of reach.❏ Millennials are extremely tech savvy❏ Interactive with United Way social media sites (sharing, liking and commenting) ❏ Prompt 25-50 age group to research the benefits of donating to United Way and ultimately donate.

Platform/Tools

Facebook is a favorable platform for United Way of Pierce County.

Platforms/Tools Advantages Disadvantages

Facebook 1. Increased exposure to potential customers.

2. Gather more leads.3. Reach targeted audience.

1. Business groups are not popular.

2. The cost of advertising.

Twitter 1. Generating traffic to official webpage.

2. Hashtags.3. Spread quickly and easily.

1. Targeting specific audience2. Difficult to distinguish

between a troll and a concerned follower.

Content❏ Brainstorming is the first step when identifying content.❏ Selecting a few options that can potentially bring the company into the limelight.❏ Using Facebook to spread information to groups with similar interests as United

Way by joining.❏ The value of the content in United Way by using photos that evoke emotive or

broadcast volunteerism to interested parties.

Planning❏ Goals & Objectives❏ Resources, Tools and Steps❏ Analyzing❏ Implementation

Goals & ObjectivesGoal #1: Increase donationsObjective #1/KPI #1: To grow the United Way of Pierce County Facebook page from 5 likes to 100 likes by March 2017 ❏ Tactic #1: We will utilize United Way of Pierce County Facebook page to track the number of likes on Facebook on a weekly basis. ❏ Metric #1: Traffic origination will be measured by the number of results from search engines.

Goal #2: Increase brand awareness of United Way of Pierce County.Objective #2/KPI #2: Build UWPC’s brand reputation through Twitter by getting 1600 followers by end of March 2017.❏ Tactic #2: We will be using Twitter in order to track the number of Twitter followers to verify the brand that is receiving constant reputation. ❏ Metric #2: We will be collecting Twitter data from websites like Twitonomy and Followerwonk.

Goal #3: Increase number of followers on social mediaObjective #3/KPI #3: By March 2017, the UWPC will increase social media traffic on their website by 10%. ❏ Tactic #3: Using Facebook and Twitter to direct their friends/followers to the website. ❏ Metric #3: Website engagement can be measured through the average time spent per visit of online users.

Objectives❏ Post 8 videos on Facebook every two weeks❏ Tweet 5 times per day❏ Follow at least 20 new community members on each platform each month❏ Respond to comments/mentions on Facebook and Twitter (when applicable) daily❏ Have influencers advocate the business per week.❏ Re-share video contents per week (Testimonies of families, volunteer workers, employees).

Resources, Tools & Steps❏ Resources:

❏ Existing social media accounts will be monitored by current and future interns of United Way of Pierce County as there individuals are a useful resource for our non-profit company.

❏ Interns will be tasked with the responsibilities of: creating posts, responding to comments, and checking the page for notifications.

❏ Marketing budget will be used on the other costs such as Facebook advertisements and sponsorships. ❏ Tools:

❏ Various social media outlets (Facebook and Twitter) will be used as tools to spread awareness of the ongoing poverty issues in Pierce County.

❏ Posting functionalities will be used to provide to our followers with updated information about our work.❏ Making interaction with individuals who comment, like or share our page.

❏ Steps:❏ Assign interns to create posts and monitor pages.❏ Post content and follow community members with regards to our objectives.❏ Monitor posts and respond to comments/likes/shares.❏ Use data analytics to gauge the effectiveness of our advertising platform.

Analyzing❏ Type of datas

❏ Twitter account:❏ Number of retweet, shares, and mentions that users tweet.❏ Calculating the increasing percentage by using hashtag (#UWPC).

❏ Facebook:❏ Number of pageviews, posts that the UWPC sends out.❏ Number of friends and followers.❏ Calculating the percentage increased in engagement (comments, likes, and shares).

❏ LinkedIn:❏ Number of connection, likes and shares and comments.❏ Influencers to pose questions and lead conversations as they are brought up.

❏ Official United Way of Pierce County:❏ Number of click throughs, page views and donors.❏ Using metrics such as reach and exposure to measure awareness.❏ Track the URL shares and conversations to measure traffic to our website.

Implementation❏ Promoting our Facebook page on other social networks

❏ Our Facebook page will be promote on Twitter and blogs to gain more likes and views ❏ Include hashtags for every single post to increase the levels of engagement.

❏ Participating in Facebook groups❏ Joining Facebook groups through our Facebook page instead of personal account.❏ Inviting people to our guest blog on our Facebook page.

❏ Advertising❏ Paying Facebook $300 per month for one year (total $3600) on advertisement.❏ Recording how many donors and consumers have been attracted to us every month after using

Facebook advertisement.

Q&A

Questions?