ben marion institute

Natasha WrightJordan O’Neill Shaun FiedlerJudy Tan

July 23, 2013

OVERVIEW OF BRAND

• Educational nonprofit organization which values kindness, authenticity, empathy, compassion, and fairness.

• Creates outreach programs, conducts workshops, and holds training sessions with numerous organizations in public and private sectors.

• Great start in creating visibility into several social media channels: Facebook, Twitter, LinkedIn.

The Ben Marion InstituteFor Social Justice, Inc.

QUOTE FROM THE BEN MARION INSTITUTE

“…change that lasts and builds on itself for

future generations”

The Ben Marion InstituteFor Social Justice, Inc.

OVERVIEW OF PROJECT

• Measure and compare the visibility of The Ben Marion Institute in social media to similar companies: Georgia Equality & Hands On Atlanta

• Evaluate what is needed to transition an impression into a call to action.• Does Ben Marion have these Calls to Action displayed on their sites currently?• What is the breakdown between impressions made and those who acted?

• Build upon their start in social media. Provide ways to increase impressions and actions. • Automatic Tweets• Hire a social media marketing coordinator

The Ben Marion InstituteFor Social Justice, Inc.

DIGITAL AUDIT OF COMPETITORS AND MARKET

The Ben Marion InstituteFor Social Justice, Inc.

• The number of tweets from a company has a direct correlation with the number of followers & referrals back to your homepage/webpage.

DIGITAL AUDIT OF COMPETITORS AND MARKET

The Ben Marion InstituteFor Social Justice, Inc.

DIGITAL AUDIT OF COMPETITORS AND MARKET

The Ben Marion InstituteFor Social Justice, Inc.

Ben MarionGA Equality

Hands On Atlanta

Mobile Site/App• Great opportunity for Ben Marion to be ahead of the leader of these organizations

CHANNELS DATA ANALYSISHANDS ON ATLANTA

The Ben Marion InstituteFor Social Justice, Inc.

CHANNELS DATA ANALYSISGEORGIA EQUALITY

The Ben Marion InstituteFor Social Justice, Inc.

CHANNELS DATA ANALYSIS

The Ben Marion InstituteFor Social Justice, Inc.

HOW SEO FITS IN THE PICTURE

The Ben Marion InstituteFor Social Justice, Inc.

DIGITAL AUDIT OF COMPETITORS AND MARKET

The Ben Marion InstituteFor Social Justice, Inc.

Inbound LinksA link from a webpage, back to your own

webpage or website

Ben Marion Institut

e

Georgia

Equality

Hands On

Atlanta

13 Inbound Links177 Inbound Links409 Inbound Links

CALL TO ACTION

The Ben Marion InstituteFor Social Justice, Inc.

Ben Marion Institute

Georgia Equality

Hands On Atlanta

OBSERVATIONS ON INTEGRATED/TACTICAL

CAMPAIGN/CALENDAR OUTLINE

The Ben Marion InstituteFor Social Justice, Inc.

CALL TO ACTION

The Ben Marion InstituteFor Social Justice, Inc.

• Keep events / Updates about the organization current for followers

• Post about upcoming events and create a call to action on website and social media sites

• Give detailed descriptions about each even to build awareness and excitement about events.

• Build actions into your social media and track the impressions made vs. those turned into actions

RESULTS OVERVIEW

The Ben Marion InstituteFor Social Justice, Inc.

SUMMARY

The Ben Marion InstituteFor Social Justice, Inc.

RECOMMENDATIONS FOR THE BRAND & PLAN

The Ben Marion InstituteFor Social Justice, Inc.

CITATIONS

The Ben Marion InstituteFor Social Justice, Inc.

The Ben Marion InstituteFor Social Justice, Inc.