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BOYS & GIRLS CLUBS OF GREATER BATON ROUGE SOCIAL MEDIA PLAYBOOK
BOYS & GIRLS CLUBS OF GREATER BATON ROUGE
SOCIAL MEDIA PLAYBOOK
TABLE OF CONTENTSOverview Key Objectives Guidelines Platforms Paid Media Earned Media Shared Media Owned media Influencers Checklists and worksheets Social Media Calendar Social Media Brief
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OVERVIEWWhat is social media?
According to The Dictionary of Social Media, social media are websites and applications that enable users to create and share content or to participate in social networking. By definition, social media is interactive and meant to spark feelings and conversation between audience members and the content producer.
Why is it important?
Social Media is important because it is one of the key ways that we communicate as a society today. With technology changing every day, it is important to keep educated and up-to-date on all social media. Using social media nowadays is one of the biggest ways that we get information out to our community.
Why is this playbook important?
This playbook is the how-to for Boys & Girls Club of Greater Baton Rouge social media account management. We have researched and recommended strategies and tactics for Facebook, Instagram and Twitter. This playbook covers the basic how to’s of each platform and the in depth research and post interactions.
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KEY OBJECTIVES
THINKWe want our audience to think that the Boys & Girls Club of Greater Baton Rouge is making a substantial impact on the local community in positive ways.
Strategy: Highlight the impact that the Club has locally.
Tactic: Use imagery recognizable and memorable regarding the Baton Rouge community (like the LSU campus, Southern campus, major businesses and government properties), supplemented by statistics and facts of the positive impact the club has on the local community.
FEELWhen our audience is thinking about the local impact of the club, we want them to feel a sense of responsibility to the club. Our audience should have an urge to take part in what is happening because the responsibility to help the club relies on them as a community member.
Strategy: Tie our audience in emotionally with the impact the club has on the local community.
Tactic: Use powerful statistics (“54% of our alumni said the Club saved their life”) and copy that has a personal and touching narrative, and impactful call to actions directly addressing the reader.
DOBy making the audience think about the club’s local impact and feeling responsible for their community, they will then feel compelled to engage with the posts and donate to and/or volunteer with the club.
Tactic: Including links to donate/volunteer in our compelling content outlined above.
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KEY OBJECTIVES
TARGET AUDIENCEOur target audience is Capitol Area residents ages 25-55 who have an interest in community involvement, philanthropic efforts and youth services.
CONTENT TOPICS & CATEGORIES• Spotlighting individuals connected to the organization
• Alumni, volunteers and sponsors• Updates and Announcements
• Events and things happening in the club to keep our audience informed • Content about fostering community and increasing awareness• Key network participants:
• Club Blue members, current sponsors, volunteers, the LSU Men’s Basketball team, as well as the possible addition of local influencers like Mayor Weston Broome.
EXECUTIVE SUMMARYBoys & Girls Club of Greater Baton Rouge may have a recognizable brand and public presence, but its social media does not reflect that. What little exists of its social media presence is filled with stale and unoriginal content that does not work towards a common goal or objective. As with any organization, social media should exist as a public representation of that organization. Boys & Girls Club’s social media is placed on the back burner and is not given the attention that it needs.
Moving forward, Boys & Girls Club should post original content that is designed specifically to achieve certain goals. The main goal that should be focused on is attracting donors and volunteers to contribute to the non-profit. When creating this content, it is imperative to design each piece of content in a way that fits the benefits of each platform's strengths. Part of this is also being willing to pay to boost posts in order to get the maximum value from social media. The most important thing to remember is that the power of social media should not be underestimated. When used properly, it can be used as the strongest marketing tool in Boys & Girls Club’s arsenal and lead to exponential growth for the organization.
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GUIDELINESDOS AND DON’TS• Refrain from posting more than twice per day on certain platforms, especially if
engagement is extremely low. Instead, try boosting a few posts to gain more followers/interaction.
• Take photos that are more visually appealing to the eye and creative. • Engage in more cross-platform traffic. • Upload posts consistently, at least once a week. • Engage with audiences by liking and commenting on other accounts in the Baton Rouge
community.• Use visually aesthetic and cohesive graphics in the posts to tie the page together. • Utilize hashtags that will connect the page to other local events and communities.• Create original and shareable content.• Post consistently and interact with those who talk about your brand on Twitter.• Share relevant content generated by other users.• Try to take advantage of the pre-scheduling posts; this helps with the pressure of
posting.
WRITING SUGGESTIONS• Consistently write copy for all posts that fits with the overall goal of being seen as a fun,
safe and engaging place.• When cross-posting to other platforms try to mold the copy to specifically fit that platform
rather than using the same exact post for all three platforms.• All copy should be mindful of current situations in the community. (ex. COVID-19 posts)
TIMING• It is important to periodically check the platform-provided analytics that shows the time
most of your audience is active online.• In order to get more engagement, it is best to post during this time so that more of your
audience will see the content. • Timing can make or break how successful a post is. The timing is just as important as
the copy.
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PLATFORMSFACEBOOKFacebook serves as a solid home base for much of the club’s social media interactions and resources. It connects parents, donors, businesses and volunteers all through the site and allows many forms of content to be published, from longer text posts to live videos. The club’s largest following is on this platform, and running paid promotions or boosting posts can be an easy way to get your mission in front of people online. The platform also makes it easy for the club to engage with the diverse audience, and the audience with each other, through comments, messenger and reviews.
INSTAGRAMInstagram focuses on visual content and interactive stories to connect with audiences. Here, the club can push photos and graphics that highlight the exciting stuff the club is up to and show its positive impact. The platform can be used to run advertisements and con-nect with other local and national accounts.
TWITTERTwitter is a sort of microblogging platform that centers around short, to the point content because of a 240 character count. This platform is a great place to interact with big organi-zations, politicians and influencers because of the ability to tweet and retweet one anoth-er. The demographic is younger on this site, so it is a good way to reach youth volunteers through relevant culture content.
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WEBSITEA Website is a necessary place to house all of the information about the club and all of its resources. Many of the social media posts can link to website pages to help people learn more information and it limits information overload on Facebook, Instagram and Twitter.
HOW DO THEY INTERACT?Cross-platform posting can be a useful tool when using social media, but only in the right way. Each platform’s content needs to be catered for that platform (like character counts and visuals). But, it is good practice on all platforms to direct audiences to the same place, like a webpage.
Platforms
Major: Website and FacebookMinor: Instagram and TwitterUpcoming: YouTube
PLATFORMS
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PAID MEDIA PLAN
INTRODUCTIONWhen designing the right social media plan for your organization, it is essential to create a strategy that involves paid ads in addition to its standard social media content. The way Facebook and other social media platforms decide to showcase content makes it nearly impossible for content to be seen by the largest group of users possible without paying to boost posts. Because of this, we have created a plan to guide the Boys & Girls Club in making educated decisions on where to target these ads, how much to spend, and how long to boost them.
PAID CONTENT
Deciding what content is worth boosting is important to ensure that every dollar is well spent. The content can have a wide variety of purposes, but each of them should have a strong call-to-action to provide a strong purpose for the post. Here are some examples of strong ads:
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TARGET AUDIENCETargeting a specific audience is important in determining the success of your ads. Several factors like age, demographic, and location can be the difference between money well spent or money wasted. Boys & Girls Club of Greater Baton Rouge has the benefit of a wide appeal and a recognizable brand. This allows the club to attract donors and volunteers in a wide age range. Geo-targeting specific zip codes in Baton Rouge will also allow us to direct messaging toward audiences with more disposable time and income. Our suggested target audience (see owned media plan for breakdown of audience categories):
Demographics:• Men and Women • Ages 22-55
Location: • Baton Rouge, LA • 70806, 70808, 70809, 70810, 70817• Ascension Parish, LA• 70769, 70734, 70778• Note: These specific zip codes will allow us to target areas with a wide variety of
average household income, according to 2016 US census data, to attract a variety of different outcomes like volunteering, advocating for and donating to the Club. They are also in areas where Boys & Girls Club of Greater Baton Rouge has a presence in close proximity.
Interests:• Charity and Charitable Organizations• Youth Outreach
College Graduates
PAID MEDIA PLAN
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SPENDINGA proper budget is important to ensure that ad money is being well spent. Working within the parameters of our budget, we have created a proposed media buying plan to ensure maximum bang for your buck:• Lifetime budget: $200 (additional promotional expenses need administrative approval)• Budget per ad: $30-45• Time per ad: 4 days• Poem: 3/13-16• B&G Week: 3/30-4/06
PAID MEDIA PLAN
Total cost: 199.00
POST PLATFORM LENGTH PLACEMENT EST. REACH DAILY COST TOTAL COST
Poem 4 11.25
7.00
3.75
16.00
10.00
3.75
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Facebook 45.00
28.00
15.00
64.00
32.00
15.00
Automatic
Automatic
In-feed, natural ads
1,400–4,000
5,800–15,000
6,700–18,000
1,800–5,300
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0
In-feed, natural ads
In-feed, natural ads
In-feed, natural ads
Poem
Poem
B&G Club Week
B&G Club Week
B&G Club Week
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EARNED MEDIA PLAN
WHAT IS KEY CONTENT?ToneThe social media tone should be consistent with your brand on all platforms. The Boys & Girls Club of Greater Baton Rouge caters to children in the Baton Rouge area, but most of those kids are not on social media. That means most of your online audience are adults with an interest in what the club does. So your social media tone should be professional and adult oriented with a fun/childlike twist to it. Your content should appeal to adults who care about creating a bright future the kids in the Club
RELEVANT & UNEXPECTEDRelevant Your content should be relevant to the conversation surrounding your brand (upcoming events, current campaigns, current objectives) and the overall conversation on social media (current trends, current events.)
UnexpectedYour content should be interesting and unique. It should have a “WOW” factor that catches people’s eyes and makes them want to engage.
Example 1:
“Beyond the blue doors, we strive to ensure liberty and justice for all. Open the door to inspiring children’s dreams of law school with Boys & Girls Club of Greater Baton Rouge. Find out how YOU can help open doors for today's youth >> https://www.brclubs.org/ #geauxbrclubs #bluedoor #batonrouge #greatfutures”
This content was relevant to the Club because it focuses on the potential of members and an emphasis future possibilities while tying it into the Baton Rouge community.
The content is unexpected and unusual because it modifies an iconic Baton Rouge location to connect it to the Club and utilizes animated doodles to capture attention.
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EARNED MEDIA PLAN
This word cloud shows the words that were used most often in our successful posts. These words all convey the proper tone the Club’s social media accounts should display through written copy and visual composition.
Example 2:
“Germs are one thing we don't want to share! Boys & Girls Club of Greater Baton Rouge is dedicat-ed to doing #WhateverItTakes to protect our community. Go to the link in our bio to find more de-tails about the Club's response to #Covid19.”
This post was in response to the Covid-19 outbreak and the Club’s efforts to adjust to the situation. It is an example of joining and appropriately adding to the national conversation surrounding the pandemic and also maintaining the Club’s fun and positive tone and youthful voice.
Influencer and Blogger relationsMaintaining a positive relationship with influencers and bloggers are important to see key results such as increased engagement, followers, and mentions.
Word of mouthAn active and engaging social media presence will encourage users to talk about your brand online and increase the overall conversation surrounding your brand.
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SHARED MEDIA PLAN
PRESS RELEASES• Building strong relationships with news organizations can help get your story/press re-
lease mentioned
NEWSLETTER• Having a consistent newsletter to members/volunteers/donors is important to keep ev-
eryone in the know
RESEARCH JOURNALISTS• Target beat writers• Specific media lists
MEDIA PACKETS• Send out to the news organizations and companies for possible feature stories, soft
news pieces, donations or partnerships
LOCAL INFLUENCERS/AMBASSADORS• Connect with leaders/philanthropists in your community to grow their networks’ aware-
ness of the Club.• Utilize the Club’s connection to Club Blue to network with other local professionals
COMMUNITY RELATIONS• Connect with communities around local partner schools through school approved com-
munication channels like one-sheeters to send home with students.
PARTNERSHIPS• Pursue partnerships with local organizations who want to make a difference in the area.
Identify these potential partners through organizations like the Baton Rouge Area Foun-dations, United Way and the Baton Rouge Area Chamber.
USER-GENERATED CONTENT• Identify and share content that furthers the Clubs image of fun, safety, inspiration and
inclusivity. • Encourage followers to participate in posts, create their own content and tag @brclubs so
the Club can repost and interact with it.
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OWNED MEDIA PLANOVERVIEWBoys & Girls Club of Greater Baton Rouge is a branch of the national organization Boys & Girls Club of America. The national brand guide encourages the use of multiple owned social media and marketing platforms such as websites, Facebook, Instagram, Snapchat, blogs, LinkedIn, YouTube and Twitter. However, the local Baton Rouge Clubs only utilizes five of these owned media platforms: Facebook, Instagram, Twitter, LinkedIn and its website. The Club also engages eight main audience categories for all of its messaging strategies: parents, volunteers, individual donors, foundations and thought leaders, educators, teens, alumni and corporate partners. Each organization identifies the best audiences and plat-forms for each message and communication goal. Our client established the need for more individual donations and increased awareness of the local brand rather than the national organization.
Based upon these needs and the Club’s current social media presence, our group identified the main audience of the Beyond the Blue Doors campaign as individual donors, alumni, volunteers, foundations and thought leaders. The channels the Club can best use to reach these audiences are Facebook, Instagram, Twitter and the official BR Clubs website.
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PLATFORMSFACEBOOKPrimary Platform Audience: • Established Baton Rouge residents and community organizations Audience Profile: • Older Millennials, Gen X and tech-savvy members of older generations• Ages 30 to 55• Use the platform to connect with like-minded communities to stay updated
Strategy: By creating visually and emotionally impactful content, telling interesting stories about programming, alumni, volunteer and participant testimonials and enabling Facebook’s giving tools for non-profit organizations, we will attempt to connect with the more established members of the Baton Rouge community. These residents and businesses most likely have access to greater amounts of disposable income making them a good pool of potential donors for the Club.
Facebook is the Club’s largest platform with the most followers and highest level of engagement, while serving as a hub for connecting with our community. We will create impactful content to capitalize on this opportunity to compel our followers to share this content to help new users discover the local Club. Facebook audiences are more receptive to longer captions, so we will use this to tell more detailed stories than on other platforms. We will post 2-3 times per week and tag, like and comment on other posts that align with the values of the Club or impact the Baton Rouge community at least once each week to better integrate the brand into local conversations. We will also respond to messages and comments that warrant a response to foster more positive interactions and a responsive presence on the platform.
INSTAGRAMPrimary Platform Audience: • Young adults, local businesses in the greater Baton Rouge area Audience Profile: • Ages 18 to 30• Use the platform for its humorous nature and ability to share and consume
OWNED MEDIA PLAN
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Strategy: By using strong visuals and compelling written content in two sentences or less, we will attempt to drive engagement between audiences and the Club. We will tell short stories, less than 2,000 characters, and promote their relevance and value through vibrant, professional images and graphics. We will ensure all images are good quality with adequate lighting, interesting composition and clear visuals. Each story will follow a specific theme that corresponds to the values of the Club.
Instagram’s main focus is on strong imagery, so the visual aspect of these posts will be the most impactful content on the platform. We will post images with unique and compelling content 2-3 times a week. We will reply, tag, like and comment on other posts that align with the values of the Club or impact the Baton Rouge community at least once each week to better integrate the brand into local conversations.
TWITTERPrimary Platform Audience:• Young professionals in Baton Rouge, Louisiana Audience Profile: • Aged 18 to 29• Use the platform to find news, entertaining content, short-form information and social
networking
Strategy: By using visuals and short tweets in each post, we will attempt to promote engagement from the platform’s young audience. We will incorporate relevant hashtags and bold visuals like images, GIFs and videos, to encourage interaction with the Club and create a personality on its Twitter profile.
Twitter focuses on sharing and participating in conversations, so we will mainly share and curate content to join conversations. We will enhance these conversations by adding whitty, positive and joyful original content on our profile. We will post 2-3 times a week and aim to retweet once per week. We will curate and connect to different audiences through retweeting and replying to profiles that align with the Club’s purpose and values in an effort to maintain a robust and diverse Twitter presence.
WEBSITEOur team feels the website is already used effectively by the Club, and we are simply driving our followers from other platforms to the website to donate and find more information. We do not have access to edit the website, but our client will provide us with information about how social media platforms drive traffic to the website and the donations from these activities.
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AUDIENCES AND KEY MESSAGESVOLUNTEERS Audiences who want to give back and actively participate in the betterment of their community
What do they need from us?• Confidence in our credibility• Understanding of how they can help transform youth • Clear, easy and impactful ways to volunteer
What do we want them to do next?• Increase their engagement or volunteer for the first time • Are drawn in by our mission and purpose• Spread the word through their social network• Donate dollars, in addition to time Key messages:• There are many ways to give. Make a REAL difference in children’s lives• Have a greater impact on youth by building confidence, teaching life skills and helping
them build great futures• Open their doors through building relationships• Be a part of their success story; Mentor
INDIVIDUAL DONORSFirst-time or recurring donors that are looking to give to organizations that have a high degree of integrity, serve the greatest present need, are making the future better
What do they need from us?• Proof that their dollars will affect change in the lives of youth • Confidence in our credibility and transparency• Clear and easy ways to give• Debunk misconceptions about our mission and program
What do we want them to do next? • Give for the first time or increase their gift amount or frequency• Have BGCA top-of-mind when giving/volunteering • Spread the word to their social network
Key Messages• Create opportunities for local youth• Clubs are essential places for building the community• Examples of impacts and outcomes from the Club in local and national communities• Investing in the Club is investing in the future
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FOUNDATIONS AND THOUGHT LEADERSTypically program directors at organizations deeply embedded within the community that focus in a related field to the Club, operate in the same area and have opportunities to part-ner with the Club in a variety of ways
What do they need from us? • Knowledge that we’re having meaningful positive interactions with kids • Confidence that we’re addressing the root of problems • Data, research and proof points
What do we want them to do next? • Give us third-party credibility as youth development experts Introduce us to other poten-
tial partners• Invest in our mission
Key Messages:• Working together toward a common cause; Collaboration• The Club has generations worth of experience in youth development • Club outcomes, facts and impacts in local and national areas
ALUMNIFormer Club members with strong attachments to the organization's mission and work
What do they need from us? • Ways to give back to the next generation of Club kids • Social connections • the ability to share their story
What do we want them to do next?• Register with Alumni & Friends • Reconnect with the Club • Become advocates or volunteer at a Club • Donate
Key Messages• Inspire the next generation of Club kids• Pay it forward; Open their doors like someone opened yours• Be the example• Show your Club pride• Create your legacy
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INFLUENCERSOVERVIEWInfluence is the ability to change someone’s mind, behavior or character. The ability to influ-ence others is so important nowadays because positive influence can change someone’s life forever. It is important to recognize the power you have and use it in a positive way. We believe that these influencers below would represent the Boys & Girls club and would be great partners.
LSU BASKETBALL79.5k+ Instagram followers | 69.7k+ Twitter followers
• Very strong following and social media presence established• We would highlight staff/players/alum that used to be members of the club• Could possibly ask them to share our posts about them to increase our reach and gain
more awareness.
CLUB BLUE725+ Facebook followers | 446+ Instagram followers
• Highly involved in the Baton Rouge community especially with the Club• We would share their ongoing support for the club which would promote community
growth and involvement• Very attainable since they are affiliated with the organization already
MAYOR WESTON BROOME17.1k+ Facebook followers | 5.4k+ Twitter followers
• Highly involved in the community and has a strong social media presence • Already affiliated with the club • Highlight Mayor for all the work she does with the club• Helps raise more awareness of the club through her different following
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CHECKLISTS & WORKSHEETS
• Make sure all content is relevant and unexpected.• Use a photo/video for every post that is high quality.• Use consistent wording for every post; use words the average reader
would know.• Make sure to include hashtags with every post.• Post at an optimal time.• Make sure the copy is attention-grabbing and not too long. • This platform is where you can post the longest copy.
• Make sure all content is relevant and unexpected. • This platform you can post one or more photos if need be. • Copy can be a few sentences long but try to limit it to no more than
three sentences. • Posting stories is another great way to keep your audience engaged
in the content posted.
• Make sure all content is relevant and unexpected.• Keep the copy short and to the point. • This platform uses the shortest copy of all platforms. • Feel free to use memes or gifs instead of photos for posts.
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Below is an example of a social media content calendar. This is a useful organizational tool to track content across multiple platforms.
Click here to view the full calendar:https://docs.google.com/spreadsheets/d/1vfXzmF5qhfcG8snSPp4xIco1Fd4MpbGxHFBxKVuiFcs/edit?usp=sharing
CALENDAR
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BRIEFOBJECTIVEOur goal for this organization is to increase interaction with posts and have our audience feel compelled to donate to the Boys & Girls Club of Greater Baton Rouge.
TARGET AUDIENCEOur target audience is Capitol Area residents ages 25-55 who have an interest in communi-ty involvement, philanthropic efforts and youth services.
TONE Social media posts of the Boys & Girls Club of Greater Baton Rouge should communicate a fun, inspiring and inclusive personality. All images and text that highlight experiences, relationships and the positive impact locally should be bright and happy. An inspirational tone will be used to encourage community members to join the club whether through volun-teering, donating or simply sharing a social media post. A key item to remember when using social media for the Boys & Girls Club is that children are never disadvantaged, their circum-stances are.
CHANNELSFacebook is where the largest group of our target audience is. We can connect to possible donors, volunteers and parents of prospective participants through this channel. Insta-gram helps us show the personality of the club by creating fun and entertaining posts, like gifs and boomerangs. Twitter helps us stay connected with governmental updates, reach a younger group of volunteers.
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CONTENT PLANOur campaign is centered around the theme “Beyond the Blue Doors.” Boys & Girls Club nationally uses a blue door graphic and we are going to incorporate it to highlight the local chapter in Baton Rouge. Content will center around places club members could work one day, faces of club members and statistics that highlight the great work of the Club. The locality of all content paired with the inspirational stories and information will aim to break the boredom barrier for our target audience. Posts will be designed by our team to be cohe-sive thematically. We will also increase engagement by being more interactive with our audience by retweet-ing, liking and responding to comments and messages on all platforms.
CONTENT TOPICS AND CATEGORIESSpotlighting individuals connected to the organization Alumni, volunteers and sponsorsUpdates and AnnouncementsEvents and things happening in the club to keep our audience informed Content about fostering community and increasing awarenessKey network participants:Club Blue members, current sponsors, volunteers, the LSU Men’s Basketball team, as well as the possible addition of local influencers like Mayor Weston Broome.
REACHIn order to determine whether or not each social media platform is experiencing positive growth, we will look at follower count and engagement rate. These simple KPIs will tell us whether or not social development is heading in the right direction. In order to determine whether or not social media activity is increasing both donations and volunteers, we will look at the number of link clicks through social media. These KPIs will be analyzed through-out the campaign in order to garner a full understanding of the effects of the campaign and how it either helps or hinders the Boys & Girls Club’s overall goal.
BRIEF
