Social Media strategy for Saving Grace in Uganda. *NOTE: Some statistics are fictionalized for educational purposes. Not an official organization document.

1. Saving
Grace
in
Uganda
Social
Media
Strategy,
September
2016
By:
Joel
Kuhn,
Digital
Media
Director

2. Table
of
Contents
1.
ExecuBve
Summary,
September
2016
2.
Social
Media
Audit
a.
Social
Media
Assessment
b.
Traffic
Sources
Assessment
c.
Customer
Demographics
Assessment
*No
compeBBon
assessment
due
to
being
a
non-­‐profit
3.
Social
Media
ObjecBves
4.
Online
Brand
Persona
and
Voice
5.
Strategies
and
Tools
6.
Timing
and
Key
Dates
7.
Social
Media
Roles
and
ResponsibiliBes
8.
Social
Media
Policy
9.
CriBcal
Response
Plan
10.
Measurement
and
ReporBng
Results

3. Executive
Summary
Our
major
social
media
prioriBes
for
2015
will
be
growing
our
online
following
and
community.
The
primary
focus
will
be
to
give
the
target
audience
a
clear,
posiBve
idea
of
the
ministry
through
driving
more
traffic
to
our
website
by
sharing
more
engaging,
relevant
content
and
building
deeper
relaBonships
with
our
potenBal
donors.
Two
major
social
strategies
will
support
this
objec4ve:
1.
A
plan
to
increase
the
volume
of
content
we
publish
to
our
social
profiles.
2.
Encourage
conversaBons
and
discoverability
of
content

4. Social
Media
Audit
The
following
is
an
audit
of
Saving
Grace
in
Uganda’s
social
media
presence
to
date.
It
includes
an
assessment
of
all
social
networks,
web
traffic,
audience
demographics,
and
a
compeBtor
analysis.
Social
Media
Assessment
As
of
September
21st,
2016
Social
Network
URL
Follower
Count
Avg.
Weekly
Ac4vity
Avg.
Engagement
Rate
Facebook
/sgraceuganda
323
1
post
per
week
.02%
Twiber
/sgraceuganda
158
None
None
Instagram
/
savingraceuga
nda
733
1
post
per
month
33%
Social
Media
Assessment:
The
social
media
for
the
brand
has
essenBally
been
dead
for
the
last
6
months.
At
present
Bme
Instagram
seems
to
yield
the
highest
engagement
rates,
although
Facebook
also
seems
like
an
effecBve
pladorm
for
our
goals.
Twiber
should
be
considered
to
be
disconBnued
unBl
more
managers
arrive,
in
order
to
focus
efforts
on
Instagram
and
Facebook.

5. Social
Media
Audit
Website
Traffic
Sources
Assessment
Monthly
Average
January
2016
–
September
2016
Source
Volume
Percentage
of
Overall
Traffic
Conversion
Rate
Facebook
500
Unique
Visits
20%
6.8%
Twiber
10
Unique
VisIts
1%
.5%
Instagram
NO
DATA
NO
DATA
NO
DATA
Traffic
Summary:
At
present
Bme,
Facebook
is
the
biggest
driver
of
traffic
for
our
website.
However,
our
email
list
drives
even
more.
Although
no
data
available,
Instagram
is
certainly
good
for
driving
unique
viewers.

6. Social
Media
Audit
Audience
Demographics
Assessments
Survey
distributed
in
June/July
via
email
list.
Total
applicant
responses:
500
Age
Distrib.
Gender
Distrib.
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
60%
40-­‐60
65%
Female
35%
Male
Facebook
None
Giving
Tax
deducBons
10%
25-­‐40
60%
Male
40%
Female
Facebook
LinkedIn
Social
Desirability
Giving
30%
18-­‐25
50%
Male
50%
Female
Facebook
Instagram
Social
Desirabilty
World
Change
Audience
Demographics
Summary:
An
overwhelming
majority
of
survey
respondents
are
in
the
40-­‐60
age
group,
likely
due
to
founder’s
influence.
A
college
age
sub
group
has
formed
due
to
founders’
children’s
influence.
Facebook
is
overwhelmingly
the
most
used
social
network,
followed
by
Instagram.
Audience
expresses
desire
for
giving,
social
desirability,
and
world
change.

7. Audience
Demographics

8. Social
Media
Objectives
In
2015,
the
primary
focus
of
our
social
media
strategy
will
be
to
give
the
target
audience
a
clear,
posiBve
idea
of
the
ministry
through
driving
more
traffic
to
our
website
by
sharing
more
engaging,
relevant
content
and
building
deeper
relaBonships
with
our
potenBal
donors.
Some
specific
objec4ves
include:
1.
Increase
unique
visitors
from
social
properBes
to
website
by
100%
in
6
months
via:
a.
Increased
brand
awareness
through
more
posts
on
Facebook
and
Instragram
b.
Increased
interacBons
through
comments
and
messages
on
both
pladorms
c.
More
content
produced
on
website
2.
Increase
Instagram
followers
to
3000
in
6
months.
3.
Increase
volume
of
visual
content
published
on
Facebook
and
Instagram
channels
by
200%
in
6
months.
4.
Work
with
Joel
Kuhn
CreaBve
to
release
4
viral
videos

9. Social
Media
Objectives
KPIs
1. Number
of
unique
visitors
from
Facebook
and
Twiber
2.
Number
of
Instagram
followers
3. Number
of
weekly
photo
and
video
posts
to
Facebook
and
Instagram
4. 4.
SenBment
analysis
Key
Messages
‹
-­‐Bringing
hope
to
the
hopeless‹
-­‐Breaking
cycle
of
poverty
-­‐Rags
to
riches
-­‐SBll
more
work
to
be
done

10. Online
Brand
Persona
and
Voice
Online
Brand
Persona
and
Voice:
• Inspiring
• Hopeful
• ChrisBan-­‐Values
When
Interac4ng
With
Customers
We
Are:
• Encouraging
• InformaBve
• Friendly
• Humble

11. Brand
Voice
Example

12. Brand
Voice
Example

13. Strategies
and
Tools
Paid:
Every
Bme
a
major
event
is
coming
up,
vital
prayer
request,
or
new
SGU
video
comes
out,
promote
the
post.
Pay
parBcular
abenBon
to
promoBng
videos
to
the
18-­‐25
year
old
demographic.
Owned:
Use
#hopetohopeless
on
all
inspiraBonal
posts
about
street
children.
Encourage
audience
to
add
the
hashtag
to
posts
of
their
own
when
they
see
someone
being
helped.
Once
a
month,
highlight
one
or
two
#hopetohopeless
posts
from
the
community
on
Facebook
and
Instagram.
Weekly
post
of
a
street
child’s
story,
encourage
audience
to
share
in
order
to
build
brand
awareness.
Earned:
Recruit
college
students
to
table
on
their
college
campuses,
parBcularly
UF.
Host
Spikeball
or
volleyball
tournament
as
fundraiser.
Encourage
word
of
mouth
talk
to
get
new
people
to
go
on
summer
trips
to
Uganda.
Tools:
-­‐Buffer
-­‐WordPress
-­‐Canva
-­‐GoogleDocs
-­‐SlideShare
-­‐Lightroom
–Adobe
Premier
Pro

14. Timing
and
Key
Dates
Holiday
Dates:
• October
9
–
Ugandan
Independence
Day
• December
25th
–
Christmas
• December
31st
–
Last
day
of
charitable
giving
Internal
Events:
• January
7th
–
First
Day
of
School
• June
2017
–
Trips
leave
for
Lira

15. Social
Media
Policies
Social
Media
Roles
and
Responsibili4es:
SGU
Founder,
President:
Valerie
Bransdorfer
SGU
Founder,
Treasurer:
Suzanne
Kuhn
Digital
Media
Director:
Joel
Kuhn
Special
Projects
Director:
Brian
Roquemore
Social
Media
Policy
• Be
respecdul
to
all
• Use
common
sense
• Be
sure
what
you
are
saying
is
true
• Speak
as
the
organizaBon,
not
as
individual
person
• Remember
Ugandans
are
on
Facebook
too

16. Critical
Response
Plan
Scenario
1:
Inappropriate
post
posted
to
SGU
Facebook
Page
–
Ac4on
Plan
1. When
post
is
detected:
a.
Take
screenshot
(Command+Shio+4)
b.
Delete
post
c.
Alert
Joel
Kuhn,
then
Suzanne
Kuhn
2.
Joel,
Suzanne,
and
Valerie
discuss
impact
and
reach,
evaluate
further
acBon
3. Joel
to
develop
appropriate
follow
up
post,
Suzanne
and
Valerie
to
approve
4. Joel
to
evaluate
response
to
follow
up
post
and
see
if
email
to
list
is
necessary
Scenario
2:
Death
of
a
street
child
or
SGU
program
child
–
Ac4on
Plan
1. Country
director
Ojok
Fred
to
alert
Valerie.
Valerie
to
alert
Joel.
2. Joel
to
write
up
post
about
tragedy
3. Joel
to
post
alerBng
audience
following
approval
from
Suzanne
Pre-­‐Approved
Messaging:
“Today
we
are
deeply
saddened
by
the
death
of
a
street
child,
[Child’s
name].
Please
pray
for
comfort
those
who
knew
him/her
and
that
the
Lord
would
allow
more
children
to
be
relieved
from
the
horrors
that
is
African
street
life.”

17. Measurement
and
Reporting
Quan4ta4ve
KPIs
–
ReporBng
Period:
3
months,
Date
as
of
September
20th,
2016
Website
Traffic
Sources
Assessment
–
Timeframe:
Monthly
average
July-­‐September
2016
Source
Volume
%
of
Traffic
Conversion
Rate
Facebook
600
Unique
Visits
20%
6.8%
Twiber
0
Unique
Visits
0%
0%
Instagram
No
Data
No
Data
No
Data
Social
Network
URL
Follower
Count
Avg.
Weekly
Ac4vity
Engagement
Rate
Facebook
/sgraceuganda
615
+100%
growth
7
posts
per
week
+700%
increase
12%
Twiber
InacBve
153
0
0%
Instagram
/
savinggraceugan
da
1673
+125%
growth
5
posts
per
week
+1000%
increase
44%

18. Measurement
and
Reporting
• Our
Instagram
following
has
grown
by
895
in
3
months,
on
track
to
hit
the
target
of
3000
followers
in
a
6
month
Bmeframe.
It’s
important
to
note
that
the
average
interacBons
per
post
have
increased
by
55%
from
242
to
403.
•
The
social
content
team
has
done
a
remarkable
job
of
curaBng
and
creaBng
great
visual
content.
We
have
reached
our
goal
of
increasing
visual
content
by
200%
in
6
months
on
Facebook
and
Instagram.
A
key
tacBc
to
this
growth
has
been
the
weekly
street
child
stories.
This
content
is
received
very
well
within
our
community.
• We
have
gone
inacBve
on
Twiber,
which
has
allowed
us
to
focus
our
efforts
on
where
our
audience
really
is.

19. Measurement
and
Reporting
#hopetohopless
Hashtag
Performance
• Between
July
1,
2016
and
September
1,
2016
the
hashtag
was
menBoned
35
Bmes
on
Facebook
and
46
Bmes
on
Instagram.
Proposed
Ac4on
Items
• ConBnue
#hopetohopeless
and
Street
Kid
Stories
campaigns
• Work
to
create
more
blog
content
• Hire
addiBonal
help
in
order
to
add
Twiber
to
arsenal
as
well
as
more
content
overall
• Bring
photographer
on
next
trip
to
Uganda
for
more
visual
content