1. Brand Architecture Current Situation Social Media Executive Summary
Facebook: updated regularly with relevant information pertaining to event and health updates and initiatives; oversaturated as only source of social media outlet.
589 Likes
Twitter: was connected to Facebook status updates; recently separated.
173 followers
Pinterest: created and several boards ready to start pinning.
3 Followers
LinkedIn: created as a group.
Hootesuite: set up and currently utilized for automatic postings on Facebook.
Klout Score: 11
Social media includes web-based and mobile technologies used to turn communication into interactive relationships between organizations, communities, and individuals. Amongst Orange County residents, social media is widely used due to the high net worth of most occupants and their ability to create access to outlets for themselves and others. JDRF Orange County could greatly benefit from a more comprehensive and in-depth strategy aimed at improved fundraising and higher volunteer participation rate.
Who (audience)
Challenges
Advocates: participate in events, actively donate time and money throughout multiple events each year, board member.
Frequent flyers: donate money to events, participate in one or two events per year.
Single action: donate money because friend or family member is an advocate or frequent flyer.
Don’t care: like on Facebook, follow on Twitter.
Don’t know.
Ratio of volunteers to employees is very high.
Lack of unique resources
Limited knowledge of social media.
Little to no training on the professional purposes of social media.
Why (Goals)
Create greater awareness of and participation in events, further increasing donations.
Develop and maintain relationships with all levels of interactions via social media in order to increase participation in various elements of the organization.
Opportunity
Increased donations to JDRF.
Raised awareness of events.
Greater access for volunteer opportunities.
Emotionally engage and inform a wider audience.
Strategy
Utilize social media outlets as broadcasting platforms for all event and news updates.
Interact with social media users to further integrate corporate partners.
Encourage social media users to engage more physically with the organization through volunteer hours or monetary donations.
Tactics
Recommendations
Limit topics of social media postings to the relevant audience.
Include calls to action on majority of posts. i.e. questions, polls, etc.
Identify who the high degree engagers are across platforms.
Create contests to elevate low engagement interactions.
Conduct video interviews and create clips from events.
Follow in-house created social media policy to maintain consistency of organization’s mission.
How (Social Media Objectives)
How (Social Media Execution)
Maintain one overall administrator for all the social media.
Organize and approve all posts.
Use HooteSuite to your advantage.
Organize scheduled release of all posts for every upcoming event.
Create similar password for all outlets.
Create more interaction with your advocates.
Foster conversations with and amongst social media followers.
Obtain 1,000 “likes” on Facebook by January 1, 2013
Reach/maintain a score of 50+ by December 1, 2012
Have all administrators trained on and using Hootsuite by July 1, 2012
Increase attendance at events and fundraising contributions through social media activities.
Facebook: create interactive posts, often with calls to action; streamline messages and create consistency throughout each week.
Twitter: engage in conversations; follow T1D celebrity advocates; tweet unique messages to Twitter.
LinkedIn: advertise via print and other digital outlets; invite donor targets; post scientific and economic/financial information.
Pinterest: fill boards with event photos; connect to Facebook; conduct content research to include expert bloggers.
YouTube: benchmark other organization videos; connect to JDRFonline if OC chapter decides not to expand this outlet.

2. Social Media Analysis Other non-profits
Non-official social media pages (fake Facebooks)
Redundancy in information
Social Media Paralysis
LinkedIn: best chance for big business donations
Available donor funds in the Orange County area (7th largest economy in the world)
Pinterest: photo sharing website
Niche market
Lack of control
Lack of consistency
Low fan engagement
Disconnect due to generational barriers
Not targeting the proper audience via proper channels
Emotional tie to the disease
Facebook timeline
New Website; look and feel
Active Facebook
Depth of content
Brand awareness
Strengths
Challenges
Threats
Opportunities
Social Media Analysis

3. JDRFOC Website Social Media Outlets Interaction Thermometer Advocates
Facebook
Press releases
Event photos
Calls to action
Conversation engagement
Twitter
JDRF OC social media updates
RT members
RT celebrity advocates
Linked In
Corporate visibility
Individual visibility
Pinterest
Recipes
Pictures of meals
Fashion solutions to pumps
YouTube
Stories
Interviews
Events insights
Frequent flyers
Single Action
Don’t Care
Don’t Know
Interaction
Thermometer

4. Goals Strategy Tactics Social Media Branding
Obtain 1,000 “likes” on Facebook by Jan 1, 2013
Have four social media pillars operational by July 1, 2012
Obtain KLOUT score
Reach/maintain a score of 50+ by June 1, 2012
Have all administrators trained on and using Hootsuite by July 1, 2012
Increase attendance at events and fundraising contributions through social media activities
Strategy
Create awareness through the different outlets as appropriate
Inspire users to move from someone who has liked or follows a certain outlet to a more frequent user through more engaging and properly used material
Tactics
Reevaluate admins and roles within social media strategy, create a way to coordinate between admins
Develop social media policy for admins (employees and volunteers)
Use HooteSuite as staging area for all posts to be monitored
Post regularly for event and organization updates.
Acknowledge sponsors and event committees.
Social Media Branding

5. Current Social Media Situation
Updated regularly with relevant information pertaining to event and health updates
Connected to Facebook status updates.
Access gained.
Need to follow and tweet.
All boards created.
Need to repin desired photos.
Public cannot not pin directly to JDRF boards.
Company page currently only being used as an area for past and present board members (28 members)
Group created
Has been used in the past with the “3 Words” campaign
Organization Benchmarks
Orange County Child Abuse Prevention Center
Leukemia and Lymphoma Society, Orange County
Big Brothers, Big Sisters

6. Helpful Infographic