Shoeheals
Social Media Strategy 2013
Mission: Shoe heals mission is to provide new shoes for those in need. Shoes are the least donated item. Our goal is to put shoes on people and add a positive step in the right direction.
Social Media Goals: We will utilize Facebook, Twitter and Instagram to grow our audience and awareness of the brand, and thus increasing total donations of shoes and funds.
Objectives:
-Increase Facebook page likes from 120 to 750 in six months through frequent posting and advertising
-Increase Twitter followers from 15 to 400 in six months by frequent posting and promotion
-Increase Instagram followers from 35 to 200 in six months by frequent posting and promotion
-At six months, produce an integrated marketing campaign using all channels of social media.
-At nine months, introduce a blog, updated once weekly
Background: Shoeheals provides NEW shoes to those in need, not only protecting their feet, but adding to one’s self confidence, dignity and hope. We work closely with schools, churches and community events to drive shoe donations and funds.
Target Audience:
-Primary: Adults between the age of 30-45, Parents of children in school/churches in Chicago. This target audience is in- tune with what is going on in their community and is looking to get their families involved. They do shopping and make financial decisions for their household.
-Secondary: Adults between the ages of 20-25, in college in Chicago. These students are looking to get actively involved in their communities, and are in-tune with the needs of Chicago. Active social media users, will share things they find valuable to their community
Current Target (Based on Facebook Analytics)
The breakdown shows our target is reaching the appropriate audience (35-44 at 53% total) This is what we need to maintain as we continue posting/advertising.
Competition: Within non-profits, the sphere of competition is large. Narrowing down our niche, the closest completion to ShoeHeals is Share Your Soles. They have the same target audience, (Chicago Area Locals)
Social Media Breakdown:
Facebook: Current likes on Facebook are 118. Facebook Analytics show the best times to post are 9am, Noon, and 8pm and the best days to post are Tuesday, Friday and Saturday. Because of a low engagement, few other statistics are available at this time.
Recommendations: 2-3 posts a day, with page “like” advertising to the specific target audience. Posts include, questions, statistics, shoe news, News about ShoeHeals, donation requests, sponsors, quotes about shoes.
Twitter: Current likes on Twitter are 15 with posts every couple of weeks.
Recommendations: Follow relevant people and retweet them regularly. Also engage with people on Facebook daily to increase follow backs Retweet relevant tweets from sponsors or shoe brands. Post original content 2-3 times per day. Posts include questions, statistics, shoe news, News about ShoeHeals, donation requests, sponsors, and quotes about shoes.
Instagram: Current followers on Instagram is 35 with a post every couple of weeks.
Reccomendations: Instagram pictures of shoes twice a week, Instagram relevant ShoeHeals material twice a week. At events, Instagram frequently. Once a week, comment on relevant hashtags (ie #shoes #kicks #manaloblahnik)
Blog: Currently, ShoeHeals does not have a blog. A blog should be introduced 6-9 months after a reintroduction to the social media world. The blog will be an integrated medium between all social media sites, feeding eachother with more content, and acting as a place to store more information about the goings on of shoeheals. Posts can include:
-Guest posts from volunteers, speakers, people who are prominent in the community (ie church leaders, alderman)
- Stories of people who have been helped by shoe donations
-News and Current events
-Photos of event
Re-Introducing on Social Media
-Facebook “like” advertising must be set up to the target audience of 25-44 year olds, living in Chicago.
-Update ALL social media pages with current photos, descriptions and web links
-Post to reintroduce, something along the lines of “We’re back! Share with your friends to get the current updates on how we are impacting YOUR community with NEW shoes!”
Posting Strategy Sample (one week)
Sunday / Monday / Tuesday / Wednesday / Thursday / Friday / Saturday1)Question “What shoes are you wearing today?”
2)Relevant news about shoes / 1) Social media channel push “like us on FB/Tw? Follow us on FB/TW”
2) Quote: “Give a girl the right shoes, and she can conquer the world.
Marilyn Monroe / 1)Have you considered donating your shoes to someone in need? Find out how on our website! / 1) Article about shoes
2) Thank you to our sponsor ___ for helping us donate shoes to those in need! / 1) Kindness is contagious, what have you done to be kind to someone in need today?
2) Upcoming Event: / 1) Be sure to check out our wonderful sponsors today! (insert sponsor name here)
#FF
2) Did you know shoes are the most underdonated item for those in need? You can help your community by donating your shoes. / 1) Quote “Take off your bedroom slippers. Put on your marching shoes,' he said, his voice rising as applause and cheers mounted. 'Shake it off. Stop complainin'. Stop grumblin'. Stop cryin'. We are going to press on. We have work to do.”
Barack Obama
2) Want to learn more about our mission? Check us out! (website link)