Social Media Strategy: Eat Well Dunn County

Executive Summary

Since the beginning of Eat Well Dunn County, the main strategy for the digital marketing realm has been to create an increased awareness of nutrition related events in Dunn County using social media, to increase program participation, serve the nutrition needs of the community, and to address the results of the community health needs assessment. Social media has been designated at the sole driver in meeting the main strategy executions.

Strategic Plans

                The time, money, and marketing put towards the Eat Well Dunn County collaborative facebook page can be observed and quantified with the following Return On Investments:

Soft ROI(s): observed

  • Improved collaborative awareness, reputation, and perception
  • Increased word of mouth advertising
  • Increased collaborative productivity

Hard ROI (s): use of Google Analytics

  • Increased number of social media mentions
    • Report from 2016: Unknown
    • 2018 goals will reflect increases from 2017 data
  • Increased use of hashtags
    • Report from 2016: Unknown
    • 2018 goals will reflect increases from 2017 data
  • Increased social media followers
    • Report from 2016: Unknown
    • Current Facebook likes: 212
    • Goals for 2017: Increase Facebook likes by 10% or 21
  • Maintain a consistent monthly reach
    • Report from 2016: Unknown
    • Goal for 2017: 500 views monthly

GOAL for ROI(s): Since Eat Well Dunn County has no current events or plans for events/campaigns, there is no need to gain financially from the current 2017 budget. The ROI rewards are more soft than hard and are quantified by reach rather than financial. The 2017 financial budget is a pilot.

*Eat Well Dunn County has only been in collaboration since the beginning of 2017. There is no current data for previous years to compare to. The 2017 budget is supported by Mayo Clinic Health System and can be used for social media marketing and advertisement.

Total Budget from 2016: $0

Total Budget for 2017: $1000

  • Paid promotion for Mayo Clinic Health System specific events $500
  • Paid promotion for other Dunn County specific events $250
  • Paid Promotion for Dunn County specific FNV campaign materials

Audience

  • Reach all community members and community stakeholders.
    • Unique events will be advertised on the Eat Well Dunn County page: some events may have goals of reaching specific demographic mix, however Eat Well Dunn County reaches all residents of Dunn County.
  • Secondary audients reach would include other Businesses, organizations and Non-profit organizations within Dunn County, the Chippewa Valley, and state wide.
    • Reach to these organizations will help create an increased awareness of events and programs occurring or ongoing within Dunn County and share our collaborative efforts.

Social Media Goal(s) and Message(s):

As a result of engaging with the Eat Well Dunn County Facebook page, we want the audience to:

  • Understand who and what Eat Well Dunn County is.
  • Understand and see the presence of Eat Well Dunn County in the community with recognizable faces.
  • Increase the community’s awareness of individual and ongoing nutrition related programs within Dunn County.

Tactical Issues

Tools: The only active social media platform being used is Facebook.

Analysis: Google Analytics

Search Engine Optimization Marketing

SMO takes what is raw or organic and quantifies it so that increase and optimization of fund can crate exposure. Taking a current social media page such as Eat Well Dunn County, which is in a completely raw state and creating a media strategy will help to increase this exposure. Some of the tactics of using social media is to increase exposure via the defined platform and the other is to gain exposure on search engines such as google. Search Engines pick up social media pages and platforms and share them. When search engines pick up social media URL’s, likes, shares, and reaches increase, even if the exposure is coming from off cite. Creating a strong social media strategy with soft and hard ROI’s will help to increase reach.

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3 Comments

  1. Excellent blog post. Everything seemed to flow really well and it sounds really professional. I like how you included different components of the strategic plan (e.g audience, social media goal & message and tactical issues). I also like how you described your goal for the ROI{s} and that you specified how long Eat Well has been in collaboration for. Very clear and easy to read. Great post!

    Like

  2. 🙂 I love the mic drop! I literally laughed out loud! I really wasn’t sure how to say this in my ROI clarification, as I very easily could have made things up for the purpose of the assignment, however, I am trying to play this all out in real time. I have to admit, ROI(s) are super confusing to me and took some hard thinking.

    Thank you for the kind comments. I will be sifting through all of the other classmates posts to see how I could strengthen mine in the future, when there is data to be used.

    Like

  3. Another post that reflects the professionalism of a critical thinker in social media. Excellent. I loved the post, but this was my favorite paragraph, because it prepared me for the ROI, especially hard ROI projections.

    GOAL for ROI(s): Since Eat Well Dunn County has no current events or plans for events/campaigns, there is no need to gain financially from the current 2017 budget. The ROI rewards are more soft than hard and are quantified by reach rather than financial. The 2017 financial budget is a pilot.

    Mic Drop!

    Like

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