RELAY FOR LIFEASHLEY ROSSER

2/16/17

TABLE OF CONTENTS• Executive Summary• Social Media Audit • Social Media Objectives• Online Brand Persona and Voice• Strategies and Tools

• Timing and Key Dates• Social Media Roles and

Responsibilities• Social Media Policy• Critical Response Plan• Measurement and Reporting

Results

EXECUTIVE SUMMARY • Our major social media priorities for 2017 will be to increase our

engagement rate across all our social profiles. • The primary focus will be to support donations and event signups by

engaging our audience. We will engage our audience using informational and inspirational content to drive people to want to make a difference.

Two Social Media Strategies will support this objective: • Insuring that we are commenting, tweeting, liking and overall making sure

we are having a conversations with our audience. • Promoting new hashtags that encourage people to share their stories

SOCIAL MEDIA AUDIT: SOCIAL MEDIA ASSESSMENTSocial Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Facebook @RelayForLife 537,471 5-7 posts per week

15%

Twitter @RelayForLife 49,800 10 -12 posts per week

1.4%

Instagram @relayforlife 18, 100 1 to 2 posts per week

3.3 %

• Competitor Assessment• Relay for Life doesn’t have any direct competitors

SOCIAL MEDIA AUDIT: WEB TRAFFIC ASSESSMENT

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 50,000 unique visits

8% 4%

Twitter 10,000 unique visits

3% 2%

Instagram NO DATA NO DATA NO DATA

• Traffic Summary: • At the present time,

Facebook is by far the biggest driver of traffic to our website. Twitter comes in second while Instagram has no data so it is unknown.

SOCIAL MEDIA AUDIT: AUDIENCE DEMOGRAPHICS

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need Secondary Need

10-18: 30%19-30: 20%31-64: 30%65+: 20%

Female: 50%Male: 50%

Facebook: 88%Twitter:9%Instagram: 3%

Facebook:60%Twitter:20%Instagram: 20%

Raise money for cancer research. As well as to assist those currently going through treatment. Remember those who have been lost and give hope people still fighting.

For people to fulfill volunteer hours and come together within their community for a good cause.

• Audience Demographics Summary• Our audience is spread closely across both age and gender. Facebook takes the lead as our core

social media network

SOCIAL MEDIA OBJECTIVE• In 2017, the primary focus of our social media will be to support

donation goals by building relationships with our online community and raising our engagement rates through sharing informational and inspirational content.

• Some Specific objectives include: 1. Post more often and consistently to Instagram.

At least three times per week.

2. Increase Twitter engagement rate to 3% in six months

SOCIAL MEDIA OBJECTIVE: KPI AND KEY MESSAGES• KPI

• Number of unique visitors from Facebook, Twitter and Instagram

• Number of followers on Instagram• Engagements on Twitter. This

includes tweets, re-tweets, follows, using specific hashtags and mentions

• Key Messages• Raising money to fund cancer

research• Sponsoring the Hope Lodge and

helping cancer patients going though treatments

• Honoring survivors and caregivers• Celebrate more birthdays!

SOCIAL MEDIA OBJECTIVE: DEMOGRAPHIC REPRESENTATION• Relay for Life is a community event that aims to includes all genders

and ages

ONLINE BRAND PERSONA AND VOICE• Adjectives that describe our

brand• Hopeful• Inspirational• Passionate• Motivational• Optimistic• Educators

ONLINE BRAND PERSONA AND VOICE CONT.• When interacting with customers

• Encouraging• Inspirational• Supportive• Kind• Genuine• Motivating

STRATEGIES

• Instagram• Posting a minimum of three times

per week

• Paid• Every Friday boost most popular

organic Facebook posts over the weekend

• Owned• Introduce the use of #WhyIRelay on

Twitter every Friday to start increasing our interaction with online community and raise engagement rate

• Earned• Partner with three popular brands in

areas that need to build up stronger community events

Currently the three most recent pictures on Instagram were posted over the last four weeks.

TOOLS• Approved Tools

• Hootsuite• Buffer

• Rejected Tools• N/A

• Existing Subscriptions• Photoshop

TIMING AND KEY DATES• February: National Cancer Prevention Month• May 31st : World no Tobacco Day • June 4th: National Cancer Survivor Day• July: UV Safety Month• September: Childhood Cancer Awareness Month• October: National Breast Cancer Awareness

Month• October 20th: National Mammography Day• November: Lung Cancer Awareness Month• November: 10th: Neuroendocrine Tumor Day

• Important dates and timing depend on the region. One of the things that makes Relay such a success is that each community has it’s own set of traditions, the date of their specific event included.

• March through May is the most common time for a Relay event to take place

SOCIAL MEDIA ROLES AND RESPONSIBILITIES• Communications & Marking Director: Kristen Grant• Director of Digital Platforms: Jennifer Brady• National Director of Social Media: Tina Starkey• Director of Social Media Relations: Kathi Di Nicola & Charaighn Seasock

SOCIAL MEDIA POLICY• Be respectful and kind to all• Promote a safe space for people to share their stories and can find

support• Show your passion: WHY do you relay? • Be encouraging • Don’t perpetuate hate• Uplift others and aim to create a hopeful environment

CRITICAL RESPONSE PLAN• Scenario 1: Inappropriate Facebook post from @Relayforlife

• Step 1: Screenshot the post• Step 2: Delete post• Step 3: Alert the Social Media Manager(SMM) if unavailable alert the

Marketing Director (MD)• Step 4: SMM to research impact of post• Step 5: SMM and MD collaborate to write appropriate follow up post• Step 6: Find out how the inappropriate post came about, through employee or

possible hacking• Step 7: Take appropriate disciplinary actions

CRITICAL RESPONSE PLAN CONT.• Scenario 2: Event postponed due to unforeseen weather.

• Step 1: Alert Event Coordinator if unaware • Step 2: Event Coordinator to asses the weather situation and

get in contact with host institution• Step 3: Event Coordinator to collaborate with host institution

to determine how long it needs to be postponed or if the event needs to be rescheduled

• Step 4: Event Coordinator to inform all team captains ASAP of updated plan

• Step 5: Regional Coordinator to send out an email to all signed up participants using the database from the website of updated plan

MEASUREMENT AND REPORTING RESULTS• Quantitative KPI: Reporting Period: 3 months, • Website Traffic Source Assessment:

• Timeframe: Monthly average, February 2016 – May 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 55,000 unique visits(+ 10% Growth)

18% 7%

Twitter 10,500 unique visits(+5% Growth)

8% 3%

Instagram NO DATA NO DATA NO DATA

MEASUREMENT AND REPORTING RESULTS• Social Network Data:

• Timeframe: as of May 1, 2016• Our Twitter following has grown by

1.1% in just three months to a total of 2.5%. We are on track to hit 3% by the end of six months.

• Our Instagram team has done an amazing job posting consistently. Going above and beyond posting the minimum of three times per week, leading to a higher engagement rate.

• Our Facebook has remained consist in the last few months at a steadily growing rate

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Facebook

@RelayForLife

591,219(+11% growth)

8 posts per week

17%

Twitter @RelayForLife

57,270(+15% growth)

15 posts per week

2.5%

Instagram

@relayforlife

19,910(+10% growth)

3-5 posts per week

5 %

MEASUREMENT AND REPORTING RESULTS• #WhyIRelay Hashtag Performance

• Between February 1, 2016 and May 1, 2015 the hashtag was mentioned 2500 times on Twitter

• 20 Twitter posts published with the hashtag yielded higher then average numbers of interactions, typically retweets and likes

MEASUREMENT AND REPORTING RESULTS• Qualitative KPIs

• Sentiment Analysis: • An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets

revealed the following:• An abundance of positive customer interactions. This includes comments, shares, and tags. • Customers seem to regard Relay as a hopeful exciting event in the fight against cancer.

• Proposed Action Items: • Continue #WhyIRelay• Continue to post a minimum of three Instagram posts a week and add in at least four video

posts a month