PREPARED BY: Michelle Thai, Community Manager

DATE: July 26, 2013

PREPARED FOR: SAMPLE VETERANS

NONPROFIT

SOCIAL MEDIA COMMUNITY BUILDING PLAN

pg. 1

Insight #1

INSIGHT Posts that honor soldiers and veterans resonated by far the most with your audience - performing 768% better than your average post. This type of content includes your photos posts that honor fallen soldiers, veterans, and active military. ACTION Leverage the popularity of this type of content by increasing the number of posts from 4 to 10. Create different types of posts that spotlight fallen soldiers, veterans, and active military. Since one of your organizational goals is to drive traffic to your website, try connecting these posts with something available on your website. Examples include: · A photo of a veteran with a quote about the positive impact the military had on him. Link to information about military benefits on your website. · A photo with a story about a fallen soldier and the inspiring life he lived. Read the full story on your blog. · A photo of one of your medical resources' patients and a description of how much he appreciates the services available to him.

Insights & Recommended Next Actions

Insight #2

INSIGHT Posts about your veteran partners perform well when you attach an ask to support them. This includes your 5/28 post, which ended with an ask for fans to take a survey to help Institute for Veterans and Military Families, and your 6/6 post, which ended with an ask to take a pledge. By attaching a way for your audience to engage with your partners, this type of content resonated more with them than simply sharing a partner and saying check out our partner here. ACTION Moving foward, when you post about partners, include a way to engage your audience by ending it with a call to action. For a post that ends with "Click here to learn more about 2013 Cycling Platoon: [link removed]", give them a way to support this partner instead: "Click 'SHARE' below to spread the word about the Cycling Platoon's mission [link removed]."

Insight #3

INSIGHT Stories resonate well with your audience - performing 14% better than your average post. ACTION If you choose to post about your partners without any major calls to action, try sharing your partners' work by sharing testimonials or quotes. This gives your content a new angle: if fans aren't already "liking" your partners' work, they may "like" the impact of the work instead.

pg. 2

Insights & Next Actions (continued)

Questions? Email michelle@mediacause.org.

Insight #4

INSIGHT Links to local events don't resonate as well with your audience as your other posts; these event posts perform 24% worse the your average post. ACTION In order to be as relevant as possible to your audience, target these posts to you fans that live within 50 miles of each event's location. To compensate for reach, ask your targeted fans to share the event.

Insight #5

INSIGHT While articles and partners on mental health and PTSD are important in reaching your goal as a great military resource, these resources performed 81% and 26% respectively worse than your average post. One major reason for this low engagement is the issue of duplicate posts. In the month of June, 3 posts out of 5 mental health-related posts were essentially the same post (June is PTSD Awareness Month... [link removed]). Duplicate posts typically result in low engagement. ACTION To increase engagement, make sure each post offers new value, such as new information or news. Also, try adding visuals to these posts, since they have proven to perform well with your other types of content. For example, edit an extraordinary fact about PTSD over a photo. Not only will this diversify the type of content you're posting about mental health and PTSD, but it also makes your information more sharable, as Facebook users find visuals more shareable than plain status updates.

Insight #6

INSIGHT When driving traffic to your website, the types of posts that receives most engagement are those that have a promotional visual or mention a partner update. These resonate more with your audience than when you simply post a link to your website. ACTION When you post to drive traffic to your website, include visuals and make sure to always provide new value, new reasons to click and visit your website - like a partner update.

THEMES & CATEGORIES DESCRIPTION EXAMPLE EXAMPLE LINK

Resource

Mental health article News article related to mental health in the military

Great news announced during mental health month…Read more here: [link removed] [link removed]

Partner: Mental health Post about a mental health partner ...Visit the National Center for PTSD for more ideas such as…[link removed] [link removed]

Partner: Veterans Post about a veterans support partner (ex: check out our partner)

The Vet Hunters Project no homeless veterans bike.. Check it out here: [link removed] [link removed]

Partner: Veterans w/ ask to support Post about a vets support partner w/ an ask to take action (ex: survey, pledge)

...Please take the time to help with this important project, and share the survey [link removed] [link removed]

Personal stories from vets Articles, blog posts, and op-eds of veteran's experience/story

This 84 year old veteran just earned something he wanted…[link removed] [link removed]

Organization Focused

Activities & PR Organization milestones, events, and other internal activities

Our CEO, Devin Holmes is participating in CGI America this week to discuss how to bring… [link removed]

PSA Video Link to organization's PSA Have you seen our PSA? This video will be shown 72 times… [link removed] [link removed]

Organization link only Link to organization's website ...Head to our site, look around and register! [link removed] {link preview only} [link removed]

Organization link with partner Link to organization's website with mention/visual of partner

Ebenefits now connected to electronic filing of disability... {link and partner visual attached} [link removed]

Organization link with promo visual Link to organization's website with promotional visual attached

Are you a registered user on our website? If not: visit.. {link and promo visual attached} [link removed]

Event

Link to local event Link to single location-specific event Happy 238th Birthday Army! If you are in NYC head to Bryant Park at 12:10.. [link removed] [link removed]

Fundraising

Crowdrise link only Link to Crowdrise page Halfway through the Veterans Charity Challenge and this week..[link removed] [link removed]

Crowdrise link with visual Visual with Crowdrise link With your help, we have the chance to win $1,000.. {visual attached} [link removed]

Macys fundraiser link only Link to Macys fundrasier You know what this Saturday is…..Got Your 6 Saturday with Macy’s!... [link removed] [link removed]

Macys fundraiser link with visual Link to Macys fundrasier with visual When you donate $3 to Got Your 6 at the register today, you.. {link and visual attached} [link removed]

Honors

Current soliders shout-out Shout-out to honor active duty military Join us in honoring someone special on Memorial Day. [link removed]

Fallen soldiers shout-out Shout-out to honor fallen soldiers Today we honor our men and women who have made the ultimate sacrifice in service… [link removed]

Veterans shout-out Shout-out to honor veterans ...We are forever grateful for our fallen comrades, our WWII veterans and their… [link removed]

pg. 3

Themes & Categories Themes and categories are the core variables of your community building plan. By having buckets of content, we can compare certain types of content against others to reveal what is working and what is not. If you feel we can categorize your posts differently to be more insightful, email michelle@mediacause.org.

CONTENT % OF POSTS

RESONATOR RANK REACH CTR LIKES SHARES COMMENTS

Resource 36.36% -15% 3,952 4% 99 12 0

Mental health article 2.27% -81% 142 2% 2 0 0

Partner: Mental health 6.82% -26% 629 3% 16 2 0

Partner: Veterans 9.09% -51% 866 3% 21 0 0

Partner: Veterans w/ ask to support 4.55% 6% 621 4% 15 2 0

Personal stories from vets 13.64% 19% 1,694 5% 45 8 0

Organization Focused 22.73% 31% 3,098 4% 87 12 3

Activities & PR 13.64% 5% 1,855 4% 54 2 3

PSA Video 2.27% 113% 427 4% 11 3 0

Organization link only 2.27% -26% 135 3% 4 1 0

Organization link with partner 2.27% 85% 288 5% 8 3 0

Organization link with promo visual 2.27% 104% 393 4% 10 3 0

Event 9.09% -49% 788 4% 20 0 1

Link to local event 9.09% -49% 788 4% 20 0 1

Fundraising 22.73% 0% 3,245 5% 58 10 5

Crowdrise link only 9.09% -79% 564 2% 9 0 0

Crowdrise link with visual 9.09% 76% 2,124 6% 34 8 5

Macys fundraiser link only 2.27% 2% 219 5% 7 1 0

Macys fundraiser link with visual 2.27% 11% 338 6% 8 1 0

Honors 9.09% 768% 4,305 7% 177 45 9

Current soliders shout-out 2.27% 483% 990 7% 35 6 2

Fallen soldiers shout-out 4.55% 710% 1,756 7% 87 21 2

Veterans shout-out 2.27% 1169% 1,559 7% 55 18 5

pg. 4

5/27/13 - 6/26/13

Resonator Rank is a performance indicator that shows what content resonates best with your supporters. In geek terms, we sort your posts into like groups, take a weighted average of likes, shares, comments and clicks per category, and then run a standard deviation on each category relative to the whole data set. This makes it easy to understand what content engages and grows your Facebook community.

CONTENT ANALYSIS SUPPORTING DATA

Facebook Community Building Plan

4/27/13 - 5/26/13 5/27/13 - 6/26/13 TREND1702 1905

50 203

301 615

17.7% 32.3%

20 29

1.2% 1.5%

6.6% 4.7%

POST LEVEL 4/27/13 - 5/26/13

5/27/13 - 6/26/13 TREND

Avg. Post Reach 221 350

Avg. Engaged Users 7 18

% of Engagement 3.2% 5.1%

# of Posts 40 44

Post Likes 398 441

Comments 251 343

Shares 55 79

User Post Stories 17 10

REACH LIKES COMMENTS SHARES ENGAGEMENT

1,518 79 1 20 7.25%

1,559 55 5 18 7.38%

990 35 2 6 7.07%

pg. 5

May 23, 2013Have you checked out the Google homepage today? The 2013 Doodle 4 Google winner is Sabrina Brady from Wisconsin. The theme from this year's contest is "My Best Day Ever". Excellent job capturing the best day ever with "Coming Home", Sabrina...

TOP POSTS

Avg. Engaged Users

% of Likes Engaged

% of Reach Engaged

New Likes

Total Likes

May 27, 2013Today we honor our men and women who have made the ultimate sacrifice in service to our nation. Our thoughts are with our Families of the Fallen who have given a piece of their heart for our Freedom. Feel free to share their names to affirm that they...

June 6, 201369 years ago today, on this day in 1944, Supreme Allied Commander General Dwight D. Eisenhower gives the go-ahead for largest amphibious military operation in history: Operation Overlord, code named D-Day, the Allied invasion of northern France. We are....

% of Likes Reached

Avg. Daily Reach

LIKES How many Facebook users are

connected to your page?

REACH How many users saw your content?

ENGAGED USERS How many people liked, commented, shared, or clicked on your content?

20 29

301

615

0

500

1,000

4/27/13 - 5/26/13 5/27/13 - 6/26/13

REACH AND ENGAGEMENT

Engagement Reach

Facebook Performance

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