United Way for Greater Austin Digital Strategy

Transcription

1 United Way for Greater Austin Digital Strategy Goals External: Raise awareness of UWATX Brand: Tell the UWATX story consistently across all mediums Increase dollars to UWATX Grow TOP 40 Campaigns Increase new businesses Increase leadership giving Internal: Increase understanding of sales funnel, segments and audience behavior to drive more impactful metrics-based communication strategies Define value of digital tools as they related to driving Middle and Bottom of Funnel engagement to create more strategic investments and drive ROI Integrate Digital Strategy into organizational planning and create a sustainable system for maintaining, measuring and refining online engagement Situation Analysis Strengths Extensive stories and events out the organization - there s something to talk about Solid presence across all tools Opportunities Strong leadership groups with keen interest Network of partners to draw on Sales Funnel Top of Funnel Middle of Funnel Bottom of Funnel Awareness Stewardship E-Commerce Lead Generation Weaknesses Lack of integration in posting, monitoring and measuring effectiveness Lack of available research into what online engagement looks like per client, what drives conversions and how individuals move the sales funnel Threats Growing cost of tools: Constant Contact Other organizations (Notably LIVESTRONG) already have a lead in this space

2 UWATX Digital Strategy Situation Analysis Facebook Engagement Nov. 11 Oct Avg. 62 Avg. 18 Avg. PTAT Organic Reach Viral REach 46 Avg. 78 Avg. 1.2K Avg. PTAT Organic Reach Viral REach JAN. 26 Success By 6 Summit FEB. 11 CNT Report and Day APRIL Spring Days of Caring MAY 17 UWATX Brand Launch MAY 30 School Readiness Action Plan JULY 19 Funding Cuts AUG. 28 BCBS Gift SEPT. 6 Video release Website Engagement Nov. 11 Oct Sites enews Engagement Nov. 11 Sept Open.6 Click 18 Bounce 2 Blog Engagement Through 17 Open 2 Click 4 Bounce Sites Nov. 11 Oct Unique Visitors :43 Time on Site 515 Unique Visitors 2:34 Through Time on Site

3 UWATX Digital Strategy Planning Tactics Goal Aud. Strategy Tactics Website Portal Blog Facebook Twitter LinkedIn Use online ads Promote blog and Implement Best Utilize Facebook Promote blog posts Fcous on UWATX to increase site website Practices by ads to increase Implement B2B offerings to visitors and enewsletter, blogging 1-2 reach Best Practices reach business promote website eblasts times per week, Implement by tweeting leaders and Use SEO and Promote social linking extensively more regularly, professionals SEM to promote engagement via out site, supplementing website on s etc. existing, search engines Define interacting with Tell UWATX Increase community, story focusing on influencers, etc. AWARENESS: Increase awareness of UWATX Brand Public Engage community on UWATX Issues opportunities for social engagement FeedMagnet, social sharing buttons, etc. Curate stories FeedMagent tool, engaging influencers strategy to further engage first base and newly acquired donors Post blogs responding to or weighing in on timely, newsworthy community issues Best Practices by using more photos along with posts, posting at optimal times and days, controling the number of posts and tagging relevant partners Create list of influencers to follow and share Create list of influencers to follow and RT Create list of influencers to follow and RT

4 UWATX Digital Strategy Tactics Goal Aud. Strategy Tactics Website Portal Blog Facebook Twitter LinkedIn STEWARDSHIP: Grow TOP 40 Campaigns ECLs Legacy Company Partners Provide tools Review Campaign In A Box usage and update tool efforts and foster community leadership/ expertise on individuals level giving on company level Utilize ECL Portal for discussions, sharing particularly in off-season Provide FB cover photos and other shareable ECL portal Feature SO on FeedMagnet Expand Business Partners page to include links to company sites Expand ECL portal to share additional Best Practices and examples Create ECL monthly series for off-season, featuring message from a DO and showcasing Best Practices Directly engage with users and ask for feedback in Monthly series, use to drive portal, blog, etc. Create series for pilot groups to test strategies in monthly e-newsletter Write Best Practices blog posts that drive traffic to portal and Campaign In A Box Pitch Guest Blog posts for active portal participants, successful ECLs to increase their visibility Pitch guest blog posts by SOs Spotlight/QA blogs with key SOs Blog about results across an industry, time frame or other issue Create Partner Profiles to showcase Create I support UWATX and MAG Cover Photos for campaign, promote portal Promote an ECL of the using photo posts Post, tag and promote photos from ECL Annual Meeting Create ECL Cover Photos and promote portal, , etc. Tag photos of campaign best practices, use of UWATX brand Like their Facebook page, respond to posts (likes, comments, etc.) Tag partners in posts Tweet to showcase suggestions, best practices Utilize #CampaignLeader Create list and follow SOs personal/ professional accounts for key SOs Retweet relevant from SOs Retweet relevant about SOs, particularly professional successes Tweet beginning, end and key dates of campaign Tweet photos of best practices, use of UWATX brand Post about new campaign tools or additions to CIAB/portal on UWATX page Create group for ECLs to engage with one another Promote individual successes via UWATX page Follow influences and SOs, promote interesting

5 UWATX Digital Strategy Tactics Goal Aud. Strategy Tactics Website Portal Blog Facebook Twitter LinkedIn STEWARDSHIP: Increase new business New Prospects giving on par with TOP 40 Build relationship social interactions Showcase event Included on Partners Page Add events to website, promote on homepage as needed Announce in monthly e-newsletter Add contacts to monthly e-newsletter subscription Send postevent s with photos, highlighting post-event social media and encouraging follow-up Blog about results across new business Create Partner Profiles to showcase Write post-event blog posts that tiein SB6 work along with WLC Tag photos of campaign best practices, use of UWATX brand Like their Facebook page, respond to posts (likes, comments, etc.) Tag partners Like their Facebook page, respond to posts (likes, comments, etc.) Post event photos and encourage users to tag one another Post events to FB Tweet beginning, end and key dates of campaign Tweet photos of best practices, use of UWATX brand Follow new prospect accounts Retweet posts relevant to giving, community, Austin or other to posts about UWATX and community issues Live-tweet events with photos and #WLC Post about campaign dates, successes, etc. Post from prospects on UWATX page Promote events via WLC group. Promote events on UWATX page. STEWARDSHIP: Grow leadership Existing WLC members Share SB6 Build relationships social interactions Share Best Practices Showcase SB6 blog posts in WLC s and encourage them to post/tweet/tag Provide Best Practices for social media engagement with UWATX Promote t-shirt Showcase social Write post-event blog posts that tiein SB6 work along with WLC Pitch guest blog posts from WLC ladies or spotlighting WLC ladies Post SB6-related story every other week Create photo album of UWATX shirts Create WLC Cover Photos Tweet SB6 with #WLC Tweet with #WLC Create WLC list of professional/ personal or RT posts - - Create WLC group.

6 UWATX Digital Strategy Measurement Micro GOAL Awareness Stewardship Lead Generation E-Commerce Increase awareness of UWATX brand across Greater Austin community Website Number of pages viewed Time on site Social sharing clicks and use FeedMagnet Interactions and clicks Video views enewsletter subscriptions Blog Overall views on blog posts Time on blog posts Bounce rate from blog posts Social Reach and PTAT on Facebook Number of followers on Twitter and Facebook Sentiment across tools (low priority) Raise revenue to UWATX donor stewardship Portal logins, signups and views Portal uploads and discussion forum use CIAB views and clicks Clicks and registration for donor events Clicks on relevant blog posts (Ex: Best practices, events, etc.) Comments on relevant blog posts Clicks, likes, shares and comments on posts relevant to donor stewardship (ex: about campaign or donor events, etc.) Response/interactions from key segments to relevant Generate leads for new businesses and individual engagement Contact Us page views and clicks Filling out targeted forms out site Views of Get Involved page Views of Partner pages, particularly Business Partners page Clicks, likes, shares and comments on posts relevant to lead generation (Ex: best practices around employee engagement, etc.) Drive donations and volunteer signups Using the impact calculator Outbound visits to volunteering website, views and time on site there Open and click rate on enewsletter Action rate for targeted messages, including eletters, ecards and event invitations Action rate for fundraising or volunteering appeals Macro Transition into another part of the cycle: identified as lead, stewarded as part of donor segment or generate a donation Use of UWATX materials Sharing of materials in onlien portal Lead generated and passed along to RD for further stewardship Donations Volunteer sign-ups