Social Media Strategy
Throughout my roles, I’ve been tasked with helping stakeholders reach their campaign goals. Below are a few of the digital strategies I’ve implemented to reach those goals.
Bone Marrow Registry Student Outreach
The Challenge
The bone marrow registry team works to sign people up for the National Bone Marrow Registry. Each year, they partner with universities for registry drives.
In 2019, they approached our corporate communications team to see how we could help engage students on social media for both drive volunteer and registry sign-ups.
The Strategy
The strategy was to utilize social media ads on Instagram and Snapchat to engage the college demographic. We planned the launch of this strategy with the upcoming University of Texas-Rio Grande Valley registry drives.
We launched video ads on Instagram and Snapchat asking for volunteers, which ran two weeks before the drive. We targeted the RGV area using geotargeting and the age range of 18 to 34 years old.
For encouraging, bone marrow registry sign-ups, we launched video ads on Instagram and Snapchat, which ran for a month. We emphasized how the bone marrow registry helps save lives, the importance of people signing up and how students could sign up on their own via a web link if they weren’t able to make the in-person drive on campus.
The Results
The bone marrow registry team received 13 volunteer sign-ups and 5 bone marrow registry sign-ups via our ads
Both outcomes were seen as a success by the bone marrow team and we were asked to replicate this formula for the remaining college drive campuses.
Bring Awareness and Increase Signs Ups for Webinar about Convalescent Plasma‘s Role in Fighting COVID-19
The Challenge
A few months into the COVID-19 pandemic, convalescent plasma began to be transfused into patients with severe COVID-19 symptoms to help in their recovery.
To help educate the San Antonio community on convalescent plasma, The Foundation planned a webinar.
The team approached our corporate communications team to help with bringing awareness to the webinar and help drive up sign-ups.
The Strategy
The strategy started with creating a boosted social media posts on Facebook and Instagram to bring awareness and increase sign-ups for the webinar that would take place on Webex.
We then pivoted to streaming the webinar on Webex and Facebook Live after discovering Webex could connect its live feed to Facebook, helping increase visibility and not require people to sign up and figure out Webex.
The Results
The boosted social media post received 334 reactions, 58 shares and brought in about 65 sign-ups.
The Facebook Live stream received more than 3,600 views.
The Foundation team and board members were happy with the exposure that webinar received.
Goodwill Pokémon GO Event
The Challenge
At the height of Pokémon GO, our client Goodwill discovered that their downtown San Antonio store location had a PokéStop.
They wanted to see how they could capitalize on the hype.
The Strategy
My team and I proposed a 2-hour event at the store, where customers would be encouraged to come play Pokémon GO and shop. Customers would receive 10% off on purchases made during the event and customers were encouraged to post photos of them playing Pokémon GO at the store on their social media. Our favorite photos would win a $20 gift card.
To help promote the event in advance, we created a Facebook event page, shared boosted Facebook and Instagram posts that ran for two week leading up to the event and conducted a Facebook Live on-location a week before to drum up excitement.
The Results
More than 45 people showed up to the event.
55 transactions were done during the span of the event.
Facebook posts earned about 500 reactions and 35 shares.
Instagram posts earned about 250 likes and 25 comments.
The Facebook Live earned about 850 views and 100 reactions.
The client was happy with the event, social media engagement and earned media received for the event.