Project 1: Social Media Strategy

1. Make-a-Wish Foundation
Social Media Strategy
Elle Tejeda
October 3, 2017

2. Table of Contents
1. Executive Summary
2. Social Media Audit
 Social Media Assessment
 Website Traffic Sources Assessment
 Audience Demographic Assessment
 Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
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3. Table of Contents
 Strategies and Tools
 Timing and Key Dates
 Social Media Roles and Responsibilities
 Social Media Policy
 Critical Response Plan
 Measurement and Reporting Results
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4. Executive Summary
Our priorities for increasing awareness towards this
organization starts with the change we plan to implement through
social media. Our focus lies on raising awareness through every
network we can and sharing as much information to be spread
around the world with the use of social media sites.
Two major social strategies will support this objective:
1. A plan to portray the voice of those greatly affected by this cause on
social media sites to raise awareness of the foundation’s good-
doings.
2. Enhancing the aesthetics of the material being shared on social
media to grab the attention of those scrolling through their social
media applications.
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5. Social Media Audit
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Recorded below is an audit of Make-A-Wish Foundation’s
social media presence to date. As shown, they are successful in
their social media engagement; however, there is always room to
expand – especially with such a well-known organization. It
includes an assessment of all social networks’ follower count,
weekly activity, and response engagement from the network’s
followers.

6. Make-A-Wish Foundation Social Media Strategy
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Social
Network
URL Follow
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter https://twitter.com/Mak
eAWish
222k Over ten
posts per
day
Interactions per
post = about 50
Facebook
Page
https://www.facebook.c
om/makeawish
876k likes 3 posts per
week
Interactions per
post = about 500
Instagram https://www.instagram.
com/Makeawishameric
a/
193k 5 posts per
week
Interactions per
post = about 3k
LinkedIn https://www.linkedin.co
m/company/make-a-
wish-foundation
38k 5 posts per
week
Interactions per
post = about 500
Social Media Assessment
Dates as of January 2017

7. Social Media Assessment Summary
 It is clear that the most “liked” network is Facebook; however,
the site with the most follower engagement is Instagram, by
far.
 Little to no interactions stem from Twitter, even though their
follower count is extremely high.
 Facebook and LinkedIn shared the same amount of responses
to their posts.
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8. Make-A-Wish Foundation Social Media Strategy
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Source Volume % of Overall
Traffic
Conversion
Rate
Twitter 10k+ unique visits 5% 3.7%
Facebook 20k+ unique visits 2% .08%
Instagram 25k+ unique visits 14% 13%
LinkedIn 500+ unique visits 1% .02%
Website Traffic Summary: Instagram is by far the biggest driver of traffic towards
this Foundation’s social media sites. The usual views on this network per day,
exceed any other. The Conversion rate measures the comments, responses and
overall awareness of that two week span.
Website Traffic Sources Assessment
Timeframe: September 27, 2017 – October 10, 2017

9. Audience Demographic Assessment
Foundation was called On October 1, 2017 for the statistics which she was most
comfortable answering
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Age
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
1-5 : 32% Female: N/A N/A Seeking a last
wish before
Raising
enough
6-10 : 57% Male: N/A the
unfortunate
money for a
wish that
11-18 : 11% Social Media
Sites: N/A
inevitable
cirumstance
is hopefully
not final
Competitor Assessment Summary: The age group between 6 and 10
seems to be the children who are most grateful for this foundation.

10. Make-A-Wish Foundation Social Media Strategy
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Competitor Name Social Media
Profiler
Strengths Weaknesses
Ronald Mcdonald FB: Ronald McDonald
House Charities
(RMHC)
Touching stories about
families positively
influenced by this
organization displayed all
over their Facebook sit.e
Not many posts per
week.
St. Jude’s Instagram:
@stjuderesearch
Portrays their message
very well and keeps up
consistency.
Very low number of
followers in
comparison to their
popularity
Ted Talks TW:
@TEDTalks
Very well-known and is
able to easily relay a
message for awareness.
Their SM is filled
with a million other
topics that make it
difficult for a specific
search.
Competitor Assessment Summary: The above evaluation of competitors portrayed that each
foundation is very good at their respective organizations and have positive reputations; however,
they decline in social media platforms.
Competitor Demographics Assessment

11. Social Media Objectives
 In 2017, our social media strategy will be to attract our target
audience to the best of our ability through social media outlets
and other marketing skills. In order to do so, our social media
platforms will be expanding to every known network and will be
portrayed to please the eye of our audience.
 Some specific objectives include:
 Increase sites engagement, such as Twitter and Facebook by 30%
in six months
 Increase celebrity follow amount, in order to increase awareness
from their respective followers in 6 months
 Increase aesthetics of visual content on majoity of Social Media
sites with colors and other things children are appealed to
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12. Social Media Objectives
 KPI
 Quantitative:
 Number increase on every
social media site of targeted
audience
 Increase in number of posts
 Qualitative
 Posting consistent material
that will draw more
followers in
 Posting only relevant
information to foundation
 Key Messages
 Keeping Positive
 Granting Wishes
 Keeping Families Together
 Fighting illnesses
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13. Online Brand Persona and Voice
Adjectives that describe our brand when interacting
with customers
 Charity
 Give
 Adventurous
 Hope
 Warm
 Empathetic
 Humble
 Genuine
 Sincere
 Organized
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14. Strategies and Tools
Paid
 Promote Twitter and
Facebook Ads, at an expense
per week, through search
engine similarities on and off
the actual sites
 Commercials and other
networks that require a story
to be aired on National
Television
Owned
 Post about every child with
their wish granted and
promote his or her own
personal hashtag giving
thanks. (i.e Jessica went to
Disney World - @make-a-
wish tweets:
#JessicaSendsThanks From
Disney!)
 Send newsletters and organic
promotions
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15. Strategies and Tools
Earned
 Monitor Twitter for keywords and terms, such as: Charity,
Philanthropy, Children, Sickness, Cancer, Lifespan, Hoping,
Praying, Wishing, Giving back, etc
 Gain recognition from celebrities and other well-admired individuals
to promote the foundation based off of personal endearment or
experience
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16. Strategies and Tools
Tools
 Social Media Sites
 Fundraising Tactics
Existing
Subscriptions/Licenses
 Adobe Software
 Make-A-Wish Logo
 Desired location of Wish the
child makes
 Social Media Sites
 Website
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Rejected Tools
 N/A

17. Timing and Key Dates
Key dates
 Calendar of Months
dedicated to Cancer specific
illnesses attached below:
 https://www.choosehope.com/
calendar-of-cancer-
awareness-months
Internal/Reporting Dates
 Calendar of Make-A-Wish
Foundation’s yearly event
dates, that will also be
reported on, attached below
 http://massri.wish.org/news-
and-events/calendar-of-
events
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18. Social Media Roles and Responsibilities
 Chief of Marketing – Leslie Burland
 Responsibilities: Keep up with the posting and consistency of
social media sites.
 Former Senior Executive Vice President and Chief Marketing
Officer – Contance K. Weaver
 Overview the Chief of Marketing and ensure progression.
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19. Social Media Policy
 We use social media sites to
ensure the progress of our
companies – even for
companies that find little use
in it. By getting a name out
there, there is an
exceedingly higher chance
of being better known. This
company does not struggle
with being well-known;
however, one might find out
about its benefits too late. It
is our job to ensure that this
organization is free to all
who aspire to take part of its
miracles by following these
guidelines:
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 Always post relevance
 Do not belittle or mentally
harm any passer
 Always speak about the
good in our Foundation
and never the bad for the
child
 Help all who need it
 Promote to fundraise as
much as physically
attainable

20. Critical Response Plan
 Inappropriate tweet sent from competing company
 Action plan
 Take a screenshot
 Alert marketing team
 Receive feedback on how to respond to negative feedback
 Tweet the person back with a positive response
 Address issue with rest of the company and work on forbidding
this
 Pre-approved messaging
 Messaging will be dependent on response of the tweet
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Scenario 1:

21. Critical Response Plan
 Not enough money is being fundraised for a specific child
 Action plan
 Work with every employer to help fundraise
 Broadcast fundraising on every social media site
 Contact past contributors about donating again
 Publish the child’s illness virally in order to portray its extremity
 Pre-approved message
 Perform all acts in order to ensure the happiness of the child
 Reach out to as many sources as possible
 Broadcast on every social media site (i.e, LinkedIn,
Instagram, Twitter, Facebook.)
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Scenario 2:

22. Measurement and Reporting
 Quantitative KPIs
 Reporting Period: 2 weeks
 Data as of September 27, 2017
 Website Traffic Sources Assessment
- Timeframe: Weekly average, late September 2017 to early October 2017
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Source Volume % of Overall Traffic Conversion Rate
Twitter
Facebook
LinkedIn

23. Measurement and Reporting
Timeframe: as of September 27, 2017
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Social
Network
URL Followe
r Count
Average
Weekly
Activity
Engagement
Rate
Twitter https://twitter.com/MakeAWi
sh
222k Over ten
posts per
day + .5%
Interactions per
post = about 50
Facebook
Page
https://www.facebook.com/
makeawish
876k
likes
3 posts per
week + 2%
Interactions per
post = about
500
Instagram https://www.instagram.com/
Makeawishamerica/
193k 5 posts per
week + .3%
Interactions per
post = about 3k
LinkedIn https://www.linkedin.com/co
mpany/make-a-wish-
foundation
38k 5 posts per
week + 1%
Interactions per
post = about
500
Social Network Data

24. Measurement and Reporting
 LinkedIn is proving to expand their Social Media Strategy;
however, every other site seems to stay at the same amount of
posts and reactions.
 Hashtags and Visuals have increased follower interaction by
over 40%
 Social Media is becoming an immense aspect towards
fundraising given the study
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