Social Media Strategy

Résumé du document

In this paper, we will elaborate a social media marketing plan for the NGO "Envol Vert". Created in 2011, EnvolVert fights for forest preservation and biodiversity in disadvantaged countries and France while creating a strong relationship with local populations. Envol Vert fulfils its mission by two major axes. First, the field projects which "either support or help create local initiatives and contribute to the rural development of communities through forest preservation, ecosystem restoration and adapting to climate change in Latin America and France.". Second, awareness raising and lobbying activities to change behavior and consumption habits in countries that are mostly responsible for deforestation.

Extraits

[...] Vanity Metrics: How Much fans and followers started to support Envol Vert? Number of fans and followers: The evolution of the number of fans and followers Engagement: are the fans and followers active? The metrics will indicate what our community wants or likes. Share counts: The total number of shares, retweets, reblog etc. How is the community responding to our content? It is essential to know what kind of content the community is interested in to keep engaging it. Sentiment: Our E-reputation. [...]

[...] It is the major objective here as it will give a lot of opportunities for the NGO depending on its need. Today, envol Vert has "only" 9,4K likes on their Facebook page. We know that a professional Facebook page has only a 2.6% organic reach on their posts, which means that every publication from envol Vert touches 250 fans (more or less), which is not enough. Moreover, notoriety is the key point because it will lead to: More interactions between the NGO and the fans on social medias An increase of the traffic on their Website An increase of the conversion rate in order to get more donations How do we achieve this objective? [...]

[...] University of Malta Faculty of Economics Management and Accountancy Department of marketing MRK3600 Social Média Strategy A social media marketing plan for Envol VERT Adélaïde Gomard Solène Le Touzic 2018-2019 Table of contents Introduction . P.3 Objectives . P.4-5 Target audience . P.6 Marketing Channels . P.7-10 Budget . P.12 Action Planning . P.13 Evaluation . P.14 SWORN STATEMENT hereby solemnly declare that I have personally and independently prepared this assignment. All quotations in the text have been marked as such, and the assignment or considerable parts of it have not previously been subject to any examination or assessment." Introduction In billion people are using Facebook on a daily basis. [...]

[...] Finally, call for donations on social media is on the 3rd position of all call for donations after emails and postal mails. Recently, we noticed a increased interest about global warming with student's "Walk For Climate". The mobilization grew up very fast, mostly thanks to social media, we believe that technology and platforms such as Facebook will play a big role to rise awareness about the major ecological issues we know including deforestation, global warming, poverty are some of the biggest challenges our civilization has ever known. One concrete example of the extraordinary potential of social medias is the "Zevent". [...]

[...] Target audience Defining a target audience is often an overlooked aspect of digital marketing strategy. An NGO must create a qualitative audience rather than quantitative. In our case, it would be useless to get 1 million fans who don't have an interest in reforestation and don't feel concerned by Envol Vert's ambitions. One of the greatest challenges for NGO on social media today is to attract the younger people (25 to 34 years old) who represent the majority of Facebook users in 2018 However, we can't focus on this audience only, as most of NGO donors are older to 64 years old represent 27% of the donors compared to 14% for 25 to 34 years old. [...]