Background: For the Senior Class Project of the Marketing Major, data analysis: My group will be creating a social media strategy for a small business or nonprofit. We chose the United Way of Pierce County (UWPC) where I am currently interning at. To success in this project, we as a team, study UWPC, this includes knowing its mission: statement, organizational structure, and budget for social media. The subject of our project will ideally be a business that we frequent and draw upon our experience for internal analysis. Plan: In order to develop a well-thought out social media strategy, it makes sense to have some sort of basis or guideline for strategy development. For this project, we began by reviewing the framework in full, keeping an eye out for what information we need to write our strategy and what decisions we need to make.

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
SOWT 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.
Purposes and missions are based on their local issue in different location.
At United Way of Pierce County, they invests in children and families.
Focusing 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.faceboo
k.com/UnitedWayofP
ierceCounty/
2103 2222 likes
LinkedIn https://www.linkedin
.com/company/unite
d-way-of-pierce-
county
473
YouTube https://www.youtub
e.com/channel/UCku
ZsSSHwbUXCbPFRxd
VLTA
10686 views 27 subscribers
Twitter https://twitter.com/u
wpc?lang=en
1552 2378 Tweets
Pinterest https://www.pinteres
t.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 or
only giving information not creating two
ways communication.
•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, increase
unfollowed.
•Community won’t be able to 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 is our second
target group.
• Millennials will assist in social media interaction
with our main target group as they are the most
tech savvy.
Target
Group 2

11. FLATFORM/ TOOLS
SOCIAL MEDIA STRATEGY (SMT)
Platforms/Tool
s
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. OBJETIVES
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 onces 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 account:
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