Social Media Strategy for Compassion International for Social Media Managment class

1. COMPASSION
INTERNATIONAL
By Lindsey Crown
February 6, 2016

2. TABLE OF CONTENTS
1. Executive Summary
2-8. Social Media Audit
3-11. Social Media Objectives
12-13. Online Brand Persona and Voice
14. Strategies and Tools
15-16. Timing and Key Dates
17. Social Media Roles and Responsibilities
18-19. Social Media Policy
20-22. Critical Response Plans
23-27. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Our main social media goals for 2016 will be to increase social media
following and create a deeper connection with existing followers.
Our primary focus will be to use social media to raise sponsorship
support through spreading awareness of what Compassion
International is about.
Strategies to support this objective:
• Create intriguing posts that give our followers insight to the everyday lives lead by
Compassion sponsored kids.
• Ask questions/opinions; encourage engagement.
• Create share-worthy content.

4. SOCIAL MEDIA AUDIT
• The highest amount of engagement occurs via Facebook and twitter, which have the
highest follower count.
12

5. AUDIT CONT.
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 70,000 unique
visits
7% 3%
Facebook 111,000 unique
visits
15% 2.3%
Instagram NO DATA NO DATA NO DATA
Pinterest 10,000 unique
visits
2% 0.5%
LinkedIn 7,000 unique visits 0.7% 0.3%• Facebook brings in the highest volume of unique visitors. Facebook has the highest
volume of conversion rates. Efforts should be made to bring up the traffic rate for
LinkedIn.

6. AUDIT CONT.
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
50% 18-30
20% 30-42
20% 43-51
10% 51-80
63% Female
37% Male
45%
Facebook
35% Twitter
20%
Instagram
50% Twitter
25%
Instagram
25%
Facebook
To provide
an
impoverishe
d child with
essential
physiologica
l needs.
To show the
love of
Christ to
children
from around
the world.
• The highest volume of engagement comes from females. 18-30 age group makes
up for half of the respondents. Facebook and Twitter seem to be the primary
networks for social engagement. Efforts should be made to improve engagement on
Instagram.

7. AUDIT CONT.
Competitor Name Social Media Profile Strengths Weaknesses
Save the Children IG: Savethechildren Strong photos that
evoke emotion, ask
questions to
engage followers.
Acknowledge
followers.
Do not follow many,
show that they
don’t care enough
to follow back.
Unbound Twit: @unboundorg Post often, engage
followers by asking
questions.
Weak following.
World Vision Fb: Worldvision Very strong
following. Great
photos. Lots of
shares/likes.
Not the best
reviews.
• All three of these organizations have strong social media channels when it comes
to Instagram, Twitter and Facebook. World Vision and Save the Children have very
strong social media followings.

8. AUDIT CONT.
The highest amount of interaction occurs on Facebook and Twitter. We
see most reach on visual posts such as videos, infographics, and
photos.
Percentage of reach based on post view/post interaction
Primary
Social
Channels
Shared
Blogs
Visuals Sponsorship
Encouragemen
t
Links to
outside
sponsorsh
ip
Relevant
content-
outside
sources
Compassion
Project
Updates
Upcomin
g Plans
Facebook 6% 22% 11% 6% 9% 15% 7.5%
Twitter 2% 18% 8% 4.5% 12% 11% 6%

9. SOCIAL MEDIA OBJECTIVE
Our ultimate goal is to increase sponsor support through raising
awareness of the need for aid to poverty stricken children in Africa,
Asia, South America, Central America and the Caribbean. We will do so
by:
•Creating more insightful content that evokes an emotional response
which should compel others to share and give.
•Using our newest social media channel, snapchat, to it’s fullest extent
by sharing behind the scenes on location footage of these children's
day to day lives.
•Being proactive in guest interaction to cultivate a deeper relationship
between the organization and our supporters.
•Share links and retweet from outside sources in order to attract
outside support and receive mutual support from outside sources.

10. SOCIAL MEDIA OBJECTIVES
Foals for the next 6 months:
•Increase following on Instagram by 5,000.
•Triple sponsorship amount through social media awareness.
•Increase website traffic through social media channels by 150%.
•Increase retweets on organic content by 200%.

11. CONTENT STYLES
•Share two blog posts from Compassion International ambassadors on twitter
and Facebook weekly.
•Share at least three visually compelling post on each channel per week.
(photo, video, infographic)
•Directly encourage people to sponsor a child at least once a week.
•Share links to outside sources who contribute to Compassion twice a week.
•Retweet or repost relevant content from outside sources at least once a
week.
•Share insight on present and future Compassion projects.
•Share details about conferences and events Compassion will appear at.
•Repeat posts that draw a 65% or higher interaction rate bi monthly for the
following 3 months.

12. BRAND PERSONA AND VOICE
The public should view us as:
•Humble
•Compassionate
•Genuine
•Wholesome
•Insightful
•Empathetic
Interaction with supporters:
•Encouraging
•Inviting
•Friendly
•Authentic
•Human
•Honest

14. STRATEGIES AND TOOLS
•Paid: Promote 1 post biweekly. The chosen post must have a minimum organic
reach of 600 and get at least 180 like, 15 shares and 12 comments.
Post ad on Focus on the Family website.
•Earned: Use tweetdeck to monitor hashtags: #compassion,
#compassioninternational, #compassionbloggers, #compassionkids,
#compassionintl, #actforcompassion, #compassionletters, #endpoverty
Monitor twitter for keywords such as: compassion, child sponsorship, missions,
compassion international.
•Owned: Use #compassionbloggers hashtag on twitter so our audience can follow
along with the travels and accomplishments of Compassion.
Share photos taken by Compassion mission photographers in order to encourage
sponsorship.
Tools: Hootsuite, Buffer
Rejected tools: N/A
Licenses & Subscriptions: Photoshop, Microsoft Office Suite

15. TIMING AND KEY DATES
Holiday Dates
•Labor Day (long weekend)
•Memorial day (long weekend)
•Valentines Day
•Thanksgiving Day
•Christmas Eve
•Christmas Day
Events
•Love is Red conference – March
3-5
•Christian Alliance for Orphans
Conference – May 5-6
•Sonshine Festival- July 21st-23r

16. TIMING AND KEY DATES
Lead Times
•Start sharing information with
public about Compassion
events/conferences 6 months in
advance.
•Begin prep for
#seventimesseventytimes
sponsorship campaign in mid
March. –Speak with Sam Hoover
for further details about that.
Reporting Dates
•Gauge social media feedback
quarterly starting at the
beginning of the year.

17. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Social Media Child Advocates
•Social Media Management- Sam Hoover
Create and maintain marketing campaigns, promote organization through
social media channels, monitor progress with analytics tools
•Social Media Director- Susan Sayler
Manage social sites, look at analytics, monitor trends.
•Social Media Coordinator- Eryn Carman
Write, review, edit and coordinate content for social media.

18. SOCIAL MEDIA POLICYSocial media is imperative in creating brand awareness for Compassion. It helps us better connect,
share and interact with our public. We strive to be a resource for them always. We are all brand
ambassadors for Compassion. We use social media largely for outreach and long to ignite a
passion for ministry. We must abide by these guidelines:
•Be polite and courteous always.
•Be human.
•Use common sense.
•Be quick in response
•Be honest and transparent
•Be genuine
•Be a resource
•Think before a response or post
•Demonstrate Godly Character
•Humbly Listen
•Don’t be afraid to ask for help or a second opinion.

19. SOCIAL MEDIA POLICY
Compassion means “to suffer with”. It is an emotional response of
sympathy. It is more than just a feeling. This feeling is combined with
a desire to help others. Since we have compassion, we want to take
action and help those who are suffering. We are to convey our
definition of Compassion always. At Compassion we take social
media very seriously. We are ambassadors of Christ and strive to be a
light to the world at all times.
With this in mind, all are to strictly abide by the guidelines given. Any
violation of the social media guidelines will be handled accordingly
and may result in termination, legal actions including prosecution or
any action deemed necessary by the company.

20. CRITICAL RESPONSE PLAN
If an inappropriate post is made by a Compassion International social
media channel, the following actions should be taken:
 Screenshot post and comments.
 Delete post immediately.
 Notify Sam Hoover (Social Media Manager) or Jim Mellado (President/CEO) immediately.
 Sam and Jim will evaluate the situation/ any damages done and determine the
appropriate course of action.
 Sam will write a formal apology to the public. Jim must approve.
 Jim will meet with employee in question and determine appropriate consequence if
necessary.
Each issue will be handled individually and uniquely according to the
nature of the situation. There is no pre-approved messaging.

21. CRITICAL RESPONSE PLAN
SITUATION #2
Sponsor has not received confirmation email, funds were taken from
account.
•Instruct them to check spam folder.
•Use name to look up account in our system. Email their child’s information
and sponsor ID to them directly.
•Reassure and remind them that a welcome packet will come by mail within
15 days of beginning a sponsorship.
Preapproved messaging: Hi ___! Thank you for supporting a child with us!
Welcome to the Compassion family. Have you checked your spam folder for a
confirmation email? You might find our email there. However your child's
information and sponsor ID will not come through email. You will receive a
welcome packet in the mail within 15 days of beginning your sponsorship, so
you should be receiving it very soon! I would be happy to look up your
account and email your sponsor number to you. What is your email?

22. CRITICAL CONTACTS
Owner Name Telephone Email
President/CEO Jim Mellado 353-275-3927 jimmellado@com
passion.org
Social Media
Manager
Sam Hoover 847-372-2857 s.hoover@compa
ssion.org
Social Media
Director
Susan Sayler 839-670-3927 Susan_sayler@co
mpassion.org
Social Media
Coordinator
Eryn Carman 657-285-3849 carmane@compa
ssion.org
s

23. MEASUREMENTS AND REPORTING
RESULTS
Quantitative KPI’s:
Period of report: 4 months
Channel Volume Percentage of
Traffic
Conversion Rate
Facebook 4800 Website
clicks + 11%
increase
16% 8%
Twitter 3100 Website
clicks + 6%
increase
8% 4%
Instagram 900 Unique
visits + 9%
increase
22% 2.2%

24. QUANTITATIVE KPI’S CONT.
0%
2%
4%
6%
8%
10%
12%
Facebook Twitter
Effectiveness of Visuals on Twitter &
Facebook
Video Images
Information gathered from June
2015-January 2016. Video is
most effective with our followers
when it comes to visuals. It has
almost double the effect that
images have on both channels.
Followed by infographics, and
then images lastly.

25. QUANTITATIVE KPI’S CONT.
Monthly Averages- June 2015-January 2016
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 70,000 unique
visits
7% 3%
Facebook 111,000 unique
visits
15% 2.3%
Instagram NO DATA NO DATA NO DATA
Pinterest 10,000 unique
visits
2% 0.5%
LinkedIn 7,000 unique visits 0.7% 0.3%

26. QUANTITATIVE KPI’S CONTINUED
Social Network URL Follower count Average Weekly
Activity
Average
Engagement
Rate
Facebook https://www.facebook.com/co
mpassionintl/
376,343
+ 200% growth
8-10
+15% increase
4%
Pinterest https://www.pinterest.com/co
mpassion/
19,800
+120% growth
12
+120% increase
1.5%
LinkedIn https://www.linkedin.com/co
mpany/compassion-
international
17,124
+20% growth
1
+3% increase
1%
Instagram https://www.instagram.com/c
ompassion/
49,100
+50% growth
5-7
+50% increase
3%
Twitter https://twitter.com/compassio
n?ref_src=twsrc%5Egoogle%7C
twcamp%5Eserp%7Ctwgr%5Eau
thor
217,000
+300% growth
15-20
+200% increase
2 %
From June 2015-January 2016

27. QUALITATIVE KPI’S
Sentiment Analysis
An analysis on 75 Instagram, 75
Twitter and 75 Facebook posts
revealed the following:
•Positive sentiment from people
interacting with the child they
sponsored. Many praising the
initiative of Compassion.
•Very little negative sentiment.
Only came from those
complaining that they did not yet
receive their confirmation packet
or email.
Proposed Action Items
•Consider
#seventimesseventytimes
sponsorship campaign to try and
encourage sponsorship. Goal: at
least 7 new kids sponsored each
day for 70 days in a row.
•Consider a plan to build our
LinkedIn channel.