United Way of Pierce County is located in Tacoma, Washington. Their mission is to tackle tough challenges in the community and help children succeed. They have a social media presence on Facebook, LinkedIn, YouTube, Twitter and Pinterest but lack engagement. Their social media strategy aims to increase donations, brand awareness and social media followers through goals, objectives and tactics on Facebook and Twitter over 6 months. They will analyze results and adjust tactics as needed to effectively implement their strategy.

1. SOCIAL MEDIA
STARTEGY
By Nhan Hoang | Tanisha Lopez-Chhouy | Yong Wu | Yen Le |Allison Nelson

2. Agenda
United Way of Pierce County Overview
Social Media Presence
SWOT Analysis
Social Media Strategy
Implementation

3. The Organization
UWPC OVERVIEW
United Way of Pierce County (UWPC) is located in downtown Tacoma on
Pacific Ave.
Subsidiary of a global wide non profit organization.
Purpose and mission are based on local issues in different locations.
United Way of Pierce County invests in children and families.
Focuses on programs that help young children and families.
The mission of United Way of Pierce County is to work from the heart to
unite caring people to tackle our community’s toughest challenges.

4. THEY WILL...
UWPC OVERVIEW
Lead collaboratively
Raise leverage and invest funds strategically
Advocate effectively
Engage and inspire volunteers

5. UWPC MISSION
Works
from the
heart
Unite
caring
people
Tackle our
community’s
toughest
challenges
Lead, support
and invest in
community
efforts
Ensure all our
children are
prepared to
succeed in
school and in
life.
UWPC OVERVIEW

6. UWPC GOAL
By 2024, United Way of Pierce County
will, in collaboration with community
partners, help break the cycle of poverty
by removing barriers and focusing on
long-term solutions.
UWPC OVERVIEW

7. SOCIAL MEDIA PRESENCE
Social Network URL to Profile Number of Followers Engagement Level
Facebook https://www.facebook.com/
UnitedWayofPierceCounty/
2103 2222 likes
LinkedIn https://www.linkedin.com/c
ompany/united-way-of-pier
ce-county
473
YouTube https://www.youtube.com/
channel/UCkuZsSSHwbUXCb
PFRxdVLTA
10686 views 27 subscribers
Twitter https://twitter.com/uwpc?la
ng=en
1552 2378 Tweets
Pinterest https://www.pinterest.com/
unitedwaypc/
184 1.3K Pins

8. SWOT ANALYSIS
Strengths
•Passion to help low-income families.
•Volunteerism.
•Big medium organization with net growth $11.26
million.
•Good base foundation from government and donors.
Weaknesses
•Lack of social media presence.
•Lack of engaging with the online users.
•Using traditional marketing content
•Not active on Instagram and Snapchat
Opportunities
•Collaboration with other small-mid level businesses.
•Getting sponsorship from brands (well known or
revenue-generated).
•Using Google Advertisement for free as a non-profit
grant sponsor by Google.
•Update social media content such as video and
company daily life.
Threats
•Non-profit organizations promoting similar
messages.
•Losing the online clients.
•Community aren’t aware of the resources.
•Less credibility for donors to donate.
•Won’t catch up with others organizations.

9. PROCESS
SOCIAL MEDIA STRATEGY
How will we achieve our goals?
People Platform/Tools Content

10. TARGET GROUPS
SOCIAL MEDIA STRATEGY
• Individuals residing in Pierce County between the
ages of 25-50 who have disposable income.
• Theses individuals are most capable of making
contributions for the purpose of reducing poverty.
Target
Group 1:
• Millennials between ages of 18-24
• Millennials will assist in social media interaction
with our main target group as they are the most
tech savvy.
Target
Group 2:

11. PLATFORM/TOOLS
SOCIAL MEDIA STRATEGY
Platforms/Tools Advantages Disadvantages
Facebook 1.Increased exposure to potential
customers.
2.Gather more leads.
3.Reach targeted audience.
1.Business groups are not popular.
2.The cost of advertising.
Twitter 1.Generating traffic to official webpage.
2.Hashtags.
3.Spread quickly and easily.
1.Targeting specific audience
2.Difficult to distinguish between a troll and
a concerned follower.
Facebook is a favorable platform for United Way of Pierce County.

12. CONTENT
SOCIAL MEDIA STRATEGY
Brainstorming is the first step when identifying content.
Selecting a few options that can potentially bring the company into
the limelight.
Using Facebook to spread information to groups with similar interests
as United Way by joining.
The value of the content in United Way by using photos that evoke
emotive or broadcast volunteerism to interested parties.

13. PLANNING
SOCIAL MEDIA STRATEGY
Goals & Objectives
Resources, Tools and Steps
Analyzing
Implementation

14. GOALS
SOCIAL MEDIA STRATEGY
• Objective #1/KPI #1: To grow the United Way of
Pierce County Facebook page from 5 likes to 100 likes
by March 2017
• Tactic #1: We will utilize United Way of Pierce
County Facebook page to track the number of likes
on Facebook on a weekly basis.
• Metric #1: Traffic origination will be measured by
the number of results from search engines.
Goal #1: Increase
donations

15. GOALS
SOCIAL MEDIA STRATEGY
• Objective #2/KPI #2: Build UWPC’s brand
reputation through Twitter by getting 1600
followers by end of March 2017.
• Tactic #2: We will be using Twitter in order to
track the number of Twitter followers to verify
the brand that is receiving constant reputation.
• Metric #2: We will be collecting Twitter data
from websites like Twitonomy and
Followerwonk.
Goal #2:
Increase brand
awareness of
United Way of
Pierce County

16. GOALS
SOCIAL MEDIA STRATEGY
• Objective #3/KPI #3: By March 2017, the
UWPC will increase social media traffic on
their website by 10%.
• Tactic #3: Using Facebook and Twitter to
direct their friends/followers to the
website.
• Metric #3: Website engagement can be
measured through the average time spent
per visit of online users.
Goal #3:
Increase number
of followers on
social media

17. OBJECTIVES
SOCIAL MEDIA STRATEGY
Post 8 videos on Facebook every two weeks
Tweet 5 times per day
Follow at least 20 new community members on each platform each month
Respond to comments/mentions on Facebook and Twitter (when applicable) daily
Have influencers advocate the business per week.
Re-share video contents per week (Testimonies of families, volunteer workers,
employees).

18. RESOURCES, TOOLS & STEPS
SOCIAL MEDIA STRATEGY
Resources:
•Existing social media accounts will
be monitored by current and
future interns of United Way of
Pierce County as there individuals
are a useful resource for our
non-profit company.
•Interns will be tasked with the
responsibilities of: creating posts,
responding to comments, and
checking the page for
notifications.
•Marketing budget will be used on
the other costs such as Facebook
advertisements and sponsorships.
Tools:
•Various social media outlets
(Facebook and Twitter) will be
used as tools to spread
awareness of the ongoing
poverty issues in Pierce County.
•Posting functionalities will be
used to provide to our followers
with updated information about
our work.
•Making interaction with
individuals who comment, like
or share our page.
Steps:
•Assign interns to create posts
and monitor pages.
•Post content and follow
community members with
regards to our objectives.
•Monitor posts and respond to
comments/likes/shares.
•Use data analytics to gauge
the effectiveness of our
advertising platform.

19. BUDGETING AND ROLES
SOCIAL MEDIA STRATEGY
$200,000 is the maximum that was given for the marketing activities. The Marketing
Director and Marketing Intern will be the one who manage these social media tool.
For Facebook:
Create Facebook Ads and boot it, target to our target
audience (most focus on local in Pierce County
residents, young ages, women, and local business).
The Ads will navigate people to our Facebook Page
and our website. We will spend about $500 to start,
and bases on the date result, we will re-evaluate of
how much money we want to put into the Facebook
Ads.
For Twitter:
We will start of sending $500 to create Ad Website
Campaign on Twitter to maximize brand awareness.
Twitter will created a campaign, which we will be
charged for the clicks to your website that are
acquired from that campaign. We will set a bid
amount per 1000 impressions (CPM) and the
campaign will optimize for unique reach, which
should deliver more reach for United Way of Pierce
County campaigns at the same budget, with the same
targeting and creative.

20. ANALYZING
SOCIAL MEDIA STRATEGY
Twitter:
Number of retweet,
shares, and mentions
that users tweet.
Calculating the
increasing percentage
by using hashtag
(#UWPC).
Facebook:
Number of pageviews,
posts that the UWPC
sends out.
Number of friends and
followers.
Calculating the
percentage increased in
engagement (comments,
likes, and shares).
LinkedIn:
Number of
connection, likes and
shares and comments.
Influencers to pose
questions and lead
conversations as they
are brought up.
Official United
Way of Pierce
County:
Number of click
throughs, page views
and donors.
Using metrics such as
reach and exposure to
measure awareness.
Track the URL shares
and conversations to
measure traffic to our
website.

21. CONCLUSION
IMPLEMENTATION
•Our Facebook page will be promote on Twitter and blogs to
gain more likes and views
•Include hashtags for every single post to increase the levels
of engagement.
Promoting our
Facebook page on
other social networks
•Joining Facebook groups through our Facebook page instead
of personal account.
•Inviting people to our guest blog on our Facebook page.
Participating in
Facebook groups
•Paying Facebook $300 per month for one year (total $3600)
on advertisement.
•Recording how many donors and consumers have been
attracted to us every month after using Facebook
advertisement.
Advertising

22. THANK
YOU