A social media strategy based on Relay For Life made for UF Social Media Management.

1. RELAY FOR LIFE
ASHLEY ROSSER
2/16/17

2. TABLE OF CONTENTS
• Executive Summary
• Social Media Audit
• Social Media Objectives
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and
Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results

3. EXECUTIVE SUMMARY
• Our major social media priorities for 2017 will be to increase our engagement
rate across all our social profiles.
• The primary focus will be to support donations and event signups by engaging
our audience. We will engage our audience using informational and inspirational
content to drive people to want to make a difference.
Two Social Media Strategies will support this objective:
• Insuring that we are commenting, tweeting, liking and overall making sure we are
having a conversations with our audience.
• Promoting new hashtags that encourage people to share their stories

4. SOCIAL MEDIA AUDIT: SOCIAL MEDIA ASSESSMENT
Social Network URL Follower Count Average
Activity
Average
Engagement
Rate
Facebook @RelayForLife 537,471 5-7 posts per
week
15%
Twitter @RelayForLife 49,800 10 -12 posts per
week
1.4%
Instagram @relayforlife 18, 100 1 to 2 posts per
week
3.3 %
• Competitor Assessment
• Relay for Life doesn’t have any direct competitors

5. SOCIAL MEDIA AUDIT: WEB TRAFFIC ASSESSMENT
Source Volume Percentag
of Overall
Traffic
Conversio
Rate
Facebook 50,000
unique
visits
8% 4%
Twitter 10,000
unique
visits
3% 2%
Instagram NO DATA NO DATA NO DATA
• Traffic Summary:
• At the present time,
Facebook is by far the
biggest driver of traffic to
our website. Twitter comes
in second while Instagram
has no data so it is
unknown.

6. SOCIAL MEDIA AUDIT: AUDIENCE DEMOGRAPHICS
Age
Distribution
Gender
Distribution
Primary
Network
Secondary
Social
Network
Primary Need Secondary
Need
10-18: 30%
19-30: 20%
31-64: 30%
65+: 20%
Female: 50%
Male: 50%
Facebook: 88%
Twitter:
9%
Instagram:
3%
Facebook:
60%
Twitter:
20%
Instagram:
20%
Raise money for cancer
research. As well as to
assist those currently
going through
treatment. Remember
those who have been
lost and give hope
people still fighting.
For people to
fulfill volunteer
hours and come
together within
their community
for a good
cause.
• Audience Demographics Summary
• Our audience is spread closely across both age and gender. Facebook takes the lead as our core
social media network

7. SOCIAL MEDIA OBJECTIVE
• In 2017, the primary focus of our social media will be to support donation goals
by building relationships with our online community and raising our engagement
rates through sharing informational and inspirational content.
• Some Specific objectives include:
1. Post more often and consistently to Instagram.
At least three times per week.
2. Increase Twitter engagement rate to 3% in six months

8. SOCIAL MEDIA OBJECTIVE: KPI AND KEY MESSAGES
• KPI
• Number of unique visitors from
Facebook, Twitter and Instagram
• Number of followers on Instagram
• Engagements on Twitter. This includes
tweets, re-tweets, follows, using
specific hashtags and mentions
• Key Messages
• Raising money to fund cancer research
• Sponsoring the Hope Lodge and
helping cancer patients going though
treatments
• Honoring survivors and caregivers
• Celebrate more birthdays!

9. SOCIAL MEDIA OBJECTIVE:
DEMOGRAPHIC REPRESENTATION
• Relay for Life is a community event that aims to includes all genders and ages

10. ONLINE BRAND PERSONA AND VOICE
• Adjectives that describe our brand
• Hopeful
• Inspirational
• Passionate
• Motivational
• Optimistic
• Educators

11. ONLINE BRAND PERSONA AND VOICE CONT.
• When interacting with customers
• Encouraging
• Inspirational
• Supportive
• Kind
• Genuine
• Motivating

12. STRATEGIES
• Instagram
• Posting a minimum of three times per
week
• Paid
• Every Friday boost most popular organic
Facebook posts over the weekend
• Owned
• Introduce the use of #WhyIRelay on Twitter
every Friday to start increasing our
interaction with online community and raise
engagement rate
• Earned
• Partner with three popular brands in areas
that need to build up stronger community
events
Currently the three most recent pictures on Instagram
were posted over the last four weeks.

13. TOOLS
• Approved Tools
• Hootsuite
• Buffer
• Rejected Tools
• N/A
• Existing Subscriptions
• Photoshop

14. TIMING AND KEY DATES
• February: National Cancer Prevention Month
• May 31st : World no Tobacco Day
• June 4th: National Cancer Survivor Day
• July: UV Safety Month
• September: Childhood Cancer Awareness Month
• October: National Breast Cancer Awareness
Month
• October 20th: National Mammography Day
• November: Lung Cancer Awareness Month
• November: 10th: Neuroendocrine Tumor Day
• Important dates and timing
depend on the region. One of the
things that makes Relay such a
success is that each community
has it’s own set of traditions, the
date of their specific event
included.
• March through May is the most
common time for a Relay event to
take place

15. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Communications & Marking Director: Kristen Grant
• Director of Digital Platforms: Jennifer Brady
• National Director of Social Media: Tina Starkey
• Director of Social Media Relations: Kathi Di Nicola & Charaighn Seasock

16. SOCIAL MEDIA POLICY
• Be respectful and kind to all
• Promote a safe space for people to share their stories and can find support
• Show your passion: WHY do you relay?
• Be encouraging
• Don’t perpetuate hate
• Uplift others and aim to create a hopeful environment

17. CRITICAL RESPONSE PLAN
• Scenario 1: Inappropriate Facebook post from @Relayforlife
• Step 1: Screenshot the post
• Step 2: Delete post
• Step 3: Alert the Social Media Manager(SMM) if unavailable alert the Marketing
Director (MD)
• Step 4: SMM to research impact of post
• Step 5: SMM and MD collaborate to write appropriate follow up post
• Step 6: Find out how the inappropriate post came about, through employee or
possible hacking
• Step 7: Take appropriate disciplinary actions

18. CRITICAL RESPONSE PLAN CONT.
• Scenario 2: Event postponed due to unforeseen weather.
• Step 1: Alert Event Coordinator if unaware
• Step 2: Event Coordinator to asses the weather situation and get
in contact with host institution
• Step 3: Event Coordinator to collaborate with host institution to
determine how long it needs to be postponed or if the event
needs to be rescheduled
• Step 4: Event Coordinator to inform all team captains ASAP of
updated plan
• Step 5: Regional Coordinator to send out an email to all signed up
participants using the database from the website of updated plan

19. MEASUREMENT AND REPORTING RESULTS
• Quantitative KPI: Reporting Period: 3 months,
• Website Traffic Source Assessment:
• Timeframe: Monthly average, February 2016 – May 2016
Source Volume Percentage of
Traffic
Conversion Rate
Facebook 55,000 unique visits
(+ 10% Growth)
18% 7%
Twitter 10,500 unique visits
(+5% Growth)
8% 3%
Instagram NO DATA NO DATA NO DATA

20. MEASUREMENT AND REPORTING RESULTS
• Social Network Data:
• Timeframe: as of May 1, 2016
• Our Twitter following has grown by
1.1% in just three months to a total of
2.5%. We are on track to hit 3% by
the end of six months.
• Our Instagram team has done an
amazing job posting consistently.
Going above and beyond posting the
minimum of three times per week,
leading to a higher engagement rate.
• Our Facebook has remained consist
in the last few months at a steadily
growing rate
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagemen
Rate
Facebook @RelayForLif
e
591,219
(+11%
growth)
8 posts
per week
17%
Twitter @RelayForLif
e
57,270
(+15%
growth)
15 posts
per week
2.5%
Instagram @relayforlife 19,910
(+10%
growth)
3-5
posts per
week
5 %

21. MEASUREMENT AND REPORTING RESULTS
• #WhyIRelay Hashtag Performance
• Between February 1, 2016 and May 1, 2015 the hashtag was mentioned 2500 times on
Twitter
• 20 Twitter posts published with the hashtag yielded higher then average numbers of
interactions, typically retweets and likes

22. MEASUREMENT AND REPORTING RESULTS
• Qualitative KPIs
• Sentiment Analysis:
• An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets
revealed the following:
• An abundance of positive customer interactions. This includes comments, shares, and tags.
• Customers seem to regard Relay as a hopeful exciting event in the fight against cancer.
• Proposed Action Items:
• Continue #WhyIRelay
• Continue to post a minimum of three Instagram posts a week and add in at least four video
posts a month