1. Social Media Strategy

2. Table of Contents Establish Verified Accounts
S.M.A.R.T Social Media Goals
Social Presence Audit
Survey of Target Audience
Take Action Post Audit
Measure Our Progress
*Currently in the process of gathering measurements and evaluating goals.

3. Establish Verified Accounts
Social media platforms enable Wainwright MWR to increase confidence and create an environment where our audience goes for trusted information*
Official U.S. Army Social Media
Facebook Verified

4. Official U.S. Army Social Media
Establish Verified Accounts
Official U.S. Army Social Media
Command Approval
Review official social media policies and guidelines
Determine audience
Determine strategy and goals
Determine staffing
Research and select social media platforms
Select name and branding
Develop content strategy
Develop policies, SOPs and training
Register all official social media accounts with Office of the Chief of Public Affairs
*U.S. Army Social Media Handbook

5. Facebook Verified Establish Verified Accounts
Step 1 – Establish “Grey Verification”
Step 2 – Establish “Blue Verification”
- The increased impressions on the page will help WainwrightMWR increase our performance and ultimately contribute to brand credibility.
- Verified Pages will also rank higher in the search results page.
- Protecting the “Online Brand Identity”
Pages with high credibility promote interaction between the brand or user with their fans, prospects, or customers on a more personal level, building trust and better public reception.

6. S.M.A.R.T Social Media Goals
S.M.A.R.T - Specific, Measurable, Attainable, Relevant and Time based
FY16 Goals

7. FY16 Goals S.M.A.R.T Social Media Goals Goal #1:
Become an official U.S. Army Social Media Account.
Goal #2:
Reduce Facebook Message response time by 25%, from 22 hours to 16.5 hours, by the end of 3Q FY16.
Goal #3:
Have 5,000 Facebook likes on the WainwrightMWR page by the end of 3Q FY16.
Goal #4: Post 90% of days during each month of 3Q FY16 on Facebook

8. Social Presence Audit Inventory of profiles representing Wainwright MWR and other Family and MWR accounts
Wainwright MWR Audit Results
Other Family and MWR Account Audit Results

9. Wainwright MWR Audit Results
Social Presence Audit
Wainwright MWR Audit Results
Social Media Pages
URL
Likes*
Last Activity Dates*
Family and MWR Fort Wainwright
4,668
March 20, March 19, March 18
Birch Hill Ski & Snowboard Area and Fischer Skeet Range
2,371
March 19, March 18, March 16
Chena Bend Golf Course
120
March 5, March 4, February 20
Nugget Lanes Bowling Center
347
March 17, March 16, March 9
Family and MWR Last Frontier Community Activity Center
1,130
March 16, March 10, March 7
Fort Wainwright Outdoor Recreation
2,079
March 3, February 26, February 25
FWA Sports & Fitness
326
March 15, February 23, February 12
*As of March 20, 2016

10. Wainwright MWR Audit Results
Social Presence Audit
Wainwright MWR Audit Results
Social Media Pages
URL
Likes*
Last Activity Dates*
Fort Wainwright Warrior Zone
276
March 10, February 12, February 5
Wainwright CYS Services
634
March 19, March 18, March 14
Wainwright CYSS Youth Center
703
March 10, March 9, March 3
Ft. Wainwright Army Community Service – ACS
261
March 20, March 16, March 14
Fort Wainwright EFMP 83
February 24, February 12, January 28
B.O.S.S
422
March 6, March 4, February 19
*As of March 20, 2016

11. Survey of Target Audience
Survey was conducted on site at various Wainwright MWR events. Survey used to verify the social media outlets our customers use to obtain their information.
Survey Results
March – Birch Hill March Madness
June 7 – BOSS Meeting
April 9 – Health, Fitness & Wellness Fair
June 8 – Newcomers Orientation Information Fair
April 9 – Halo 5 Tournament
April 23 – UFC Fight Night
July 9 – UFC Fight Night
May 11 – Newcomers Orientation Information Fair
July 13 – Newcomers Orientation Information Fair
May 14 – Chena Bend Clubhouse Grand Opening
July 15 – Ice Cream Appreciation Day
July 27 – Newcomers Orientation Information Fair
May 14 – UFC Fight Night
May 20 – Fort Wainwright Safety Day
June 4 – UFC Fight Night

12. Social Presence Audit
Survey Results
# of Respondents
Active Duty
Family Member
Retiree
DoD Employee
on Facebook
on Twitter
on Instagram
on Other
644
81%
19% 4%
95%
15%
37%
Sample Size Calculations – Which social media sites are our population utilizing?
Population Size
Confidence Level
Margin of Error
Needed Sample Size
22,637
95%
3.81%
643
Our confidence level is set at the industry standard of 95%. This provides a measurement of the certainty that our sample accurately reflects the population.

13. Take Action Post Audit
Recommendations and actions to optimize engagement with our audience
Consolidate
Create
Develop

14. Consolidate Take Action Post Audit
Based on the audit results, our recommendation is to centralize the Wainwright MWR pages. Having a central Facebook page will allow us to:
Provide customers a central social media location for all programs and services offered.
Streamline our internal process of operating Facebook
Connect to Enterprise Web – Enterprise Web will serve as the overall centralized point that will drive our marketing strategies including sponsorship and advertising.

15. Create Take Action Post Audit
Create program/facility specific hashtags
hash·tag /ˈhaSHtaɡ/
noun
(on social media sites such as Facebook) a word or phrase preceded by a hash or pound sign (#) and used to identify messages on a specific topic.
Hashtags will help your target audience find out about your program. Many people do research by searching on specific hashtags. By using the hashtags that are of interest to your ideal customer, you can increase the chances of being found.

16. Create Take Action Post Audit
Create program/facility specific hashtags
Birch Hill Ski and Snowboard Area
#WainwrightBirchHill
#WainwrightSki
Chena Bend Clubhouse
#WainwrightChenaBend
#WainwrightGolf
Nugget Lanes Bowling Center
#WainwrightBowl
Last Frontier Community Activity Center
#WainwrightLFCAC
Outdoor Recreation
#WainwrightODR
Sports and Fitness
#WainwrightFitness
#WainwrightSports
#WainwrightSwim
Library
#WainwrightLibrary
Warrior Zone
#WainwrightZone
CYS Services
#WainwrightCYSS
#WainwrightCDC
#WainwrightSAC
#WainwrightYouthCenter
#WainwrightYouthSports
ACS
#WainwrightACS
#WainwrightEFMP
BOSS
#WainwrightBOSS
*Current as of June 1, Updates may occur upon request.

17. Develop Take Action Post Audit
The type of original content that we will create and post will cover each Family and MWR Division, including Army Community Service, Business Operations, CYS Services, Community Recreation, and NAF Support Services.
The type of content we will share will be relevant to the Fort Wainwright community.
Create a calendar that maps out our content release schedule.

18. Measure Our Progress
Examine established goals using Facebook Insights and Google Analytics
FY16 Goals
*Currently in the process of gathering measurements and evaluating goals.

19. FY16 Goals Measure Our Progress Goal #1:
Become an official U.S. Army social media account by end of FY16.
Goal #2:
Reduce Facebook Message response time by 25%, from 22 hours to 6 hours, by the end of 3Q FY16. *We currently response to 100% of messages within 7 minutes.
Goal #3:
Have 5,000 Facebook likes on the WainwrightMWR page by the end of 3Q FY16. *Goal was met on 25 May 2016.
Goal #4: Post 90% of days during each month of 3Q FY16 on Facebook *Posted an average of 86% of days during 3Q FY16.
*Currently in the process of gathering measurements and evaluating goals.