Post by robinsona2 on Oct 5, 2014 17:03:45 GMT -5
As a team, we decided the main goal of our social media campaign would be to increase brand awareness for World Pediatric Project. With a social media team of one, we wanted to hone in and strengthen the organization’s social media presence with its existing accounts on the platforms of Facebook, Twitter, Instagram, and Pinterest. The one necessity in our campaign is consistent posting throughout all social media platforms. Our hope is to create a simple, yet effective campaign that Ms. Staley has no problem sustaining so that she can focus on her other responsibilities as well. By merging proven successful strategies and innovative ideas for each specific platform, we will accomplish our goal.
Facebook
Among new media, Facebook is considered the original social media platform and appears to be the most successful for WPP. Therefore we will use Facebook as the umbrella platform over the others that serves as a guide to the direction that WPP wants to go via social media. Elena Aracri and Mishaal Abbasi will lead our efforts on a Facebook strategy. Our first thought was to promote all social media channels via Facebook by using plug-ins and widgets. For example, incorporating an Instagram tab on their Facebook page so that people can view the photos WPP posts without having to leave the site. Through this increased ease of use, we hope to see a gain in follower and fan count. “Liking” other non-profit or related organizations around the Richmond area will begin the process of building partnerships. To increase knowledge about WPP, all posts should link back to the WPP website. The posts should be more visually driven and use hashtags when fitting so that it will increase the reach of the post. Promoted posts would be something to look into so that we increase the number of people who see our content. Lastly, adding more feedback from clients and testimonials so that people are aware of the great work being done by WPP.
Twitter
The Twitter component of our campaign will be run by Marwa Osman. We want to incorporate more visual content on this platform. We will have a specific day and hashtag set aside that similar content is posted on a weekly basis. For example, it would be something similar to “Fact Check Friday” by the American Diabetes Association. By following related accounts and organizations, we can boost awareness and interact with other brands and their audiences. Lastly, engaging with WPP’s own follower network would get others to spread awareness as long as build brand loyalty. The goal would be to create something as viral as the Ice Bucket Challenge, but that is easier said than done.
Instagram
The concept behind our Instagram campaign is being headed up by Greg Deekens. As well as incorporating more artistic imagery, we would like to create consistent hashtags for different categories of pictures. Separating out images into subjects like surgery, recovery, new patient, etc. This would allow for WPP to gain followers when people search under those terms, while letting their followers know to use those same hashtags when posting WPP pictures. The Instagram post would also be posted to Facebook and Twitter, however the copy would change to make it more relevant to that specific platform.
Pinterest
Pinterest users are mainly female and have quite distinct interest so we want to target that in our strategy for the platform. Ashley Robinson is developing our Pinterest campaign idea. First and foremost, in order to be successful on Pinterest you must have clearly labeled and interesting boards. WPP does a great job with this already. We plan to keep the boards that are quotes, kid project ideas, and the ones specified by location. Motivational or inspiring quotes are extremely popular on Pinterest so having two boards dedicated to that should have a huge pay off. The board about fun projects for kids would be another focal point because part of Pinterest’s rise in popularity was due to users finding fun, DIY type of projects and there are a lot of mothers on Pinterest. There is a board titled “Cuteness Overload”, which is a prime place to have a little fun and would emotionally connect with mothers as well as women in general. We would like to keep all the existing boards, while the emphasis would be on posting more content to their account. Lastly, WPP post pictures to their Pinterest boards that don’t have a link attached to them. It would be beneficial for their pins to direct back to the main site or its original source.
Among new media, Facebook is considered the original social media platform and appears to be the most successful for WPP. Therefore we will use Facebook as the umbrella platform over the others that serves as a guide to the direction that WPP wants to go via social media. Elena Aracri and Mishaal Abbasi will lead our efforts on a Facebook strategy. Our first thought was to promote all social media channels via Facebook by using plug-ins and widgets. For example, incorporating an Instagram tab on their Facebook page so that people can view the photos WPP posts without having to leave the site. Through this increased ease of use, we hope to see a gain in follower and fan count. “Liking” other non-profit or related organizations around the Richmond area will begin the process of building partnerships. To increase knowledge about WPP, all posts should link back to the WPP website. The posts should be more visually driven and use hashtags when fitting so that it will increase the reach of the post. Promoted posts would be something to look into so that we increase the number of people who see our content. Lastly, adding more feedback from clients and testimonials so that people are aware of the great work being done by WPP.
The Twitter component of our campaign will be run by Marwa Osman. We want to incorporate more visual content on this platform. We will have a specific day and hashtag set aside that similar content is posted on a weekly basis. For example, it would be something similar to “Fact Check Friday” by the American Diabetes Association. By following related accounts and organizations, we can boost awareness and interact with other brands and their audiences. Lastly, engaging with WPP’s own follower network would get others to spread awareness as long as build brand loyalty. The goal would be to create something as viral as the Ice Bucket Challenge, but that is easier said than done.
The concept behind our Instagram campaign is being headed up by Greg Deekens. As well as incorporating more artistic imagery, we would like to create consistent hashtags for different categories of pictures. Separating out images into subjects like surgery, recovery, new patient, etc. This would allow for WPP to gain followers when people search under those terms, while letting their followers know to use those same hashtags when posting WPP pictures. The Instagram post would also be posted to Facebook and Twitter, however the copy would change to make it more relevant to that specific platform.
Pinterest users are mainly female and have quite distinct interest so we want to target that in our strategy for the platform. Ashley Robinson is developing our Pinterest campaign idea. First and foremost, in order to be successful on Pinterest you must have clearly labeled and interesting boards. WPP does a great job with this already. We plan to keep the boards that are quotes, kid project ideas, and the ones specified by location. Motivational or inspiring quotes are extremely popular on Pinterest so having two boards dedicated to that should have a huge pay off. The board about fun projects for kids would be another focal point because part of Pinterest’s rise in popularity was due to users finding fun, DIY type of projects and there are a lot of mothers on Pinterest. There is a board titled “Cuteness Overload”, which is a prime place to have a little fun and would emotionally connect with mothers as well as women in general. We would like to keep all the existing boards, while the emphasis would be on posting more content to their account. Lastly, WPP post pictures to their Pinterest boards that don’t have a link attached to them. It would be beneficial for their pins to direct back to the main site or its original source.
