ben marion institute
DESCRIPTION
TRANSCRIPT
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.