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Mobile Baykeeper:

Business Report
Madison Seuzeneau & Kassandra Mutis
CMM 365
Dr. Sharee Broussard

Table of Contents

Executive Summary 1
Introduction 2
Social Media Presence 3
o Current Strategy and Efforts 3
o Goals for the New Year 3
Social Media Platforms 3
o Website 3
o Facebook 4
o Twitter 4
o Instagram 5
o Pinterest 5
o YouTube 6
o Snapchat 7
o Periscope 7
Conclusion 8
Work Cited 9

Executive Summary

This report includes new tactics used toward expanding Mobile Baykeeper
social media presence to promote the organization. On the following pages you
will find:

Current social media strategy and efforts
Social media goals for the upcoming year
Current social media applications
o Baykeeper social media success and how often each application is
used.
o Followers, likes, over all popularity.
Social media recommendations and changes
Research supporting recommendations and changes

With these findings and proposals, Mobile Baykeeper should be able to spread
awareness of the brand to target audiences through its social media platforms
and website. These features will help demonstrate the organization is using the

best practices as a nonprofit online.









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Introduction

This report was written to help reach the 2016 goals of Mobile Baykeeper best
web and social media presence. With the help of social medium platforms
Facebook, Twitter, Instagram, Pinterest, and YouTube (with the new additions
of Snapchat and Periscope), Mobile Baykeeper will be able to reach a successful
endpoint for the 2016 year. The goal to expand presence throughout social
media outlets will attract awareness and support for the organization. Tactics
were reviewed and improvements and suggestions have been made in order to
reach the 2016-outreach goals.

Mobile Baykeeper strives to practice the best way possible as a nonprofit
online, by creating simple and informative messages across the organizations
website and all of the mediums of social media. Increasing engagement will
create an all around greater awareness from supporters. Greater awareness
leads to more support to the organization, making people want to donate,
volunteer and act toward the Baykeeper environmental mission.

Social Media Presence

Current Strategy and Effort:
Mobile BayKeepers social media goal of posting once daily during the Monday-Friday
workweek has remained consistent. Posting twice daily only if theres enough information
such as upcoming events, news stories published, etc.

Social Media platforms being used currently are: Facebook, Twitter, Instagram, Pinterest,
and YouTube (with the new additions of Snapchat and Periscope). The majority of the social
media followings are from the ages of 35-65, with 2/3 being women, with the top platforms
being Facebook (7,331 likes) and Twitter (3,580).

Goals for the New Year:
Mobile Baykeeper wants to expand their social media outlets, so that all social media
accounts are their consistent message and creating a more personal connection with their
followers.

Their goal is to aim their new target audience to outdoorsmen, students between the ages
of 15-25 and young professionals 25-40. This new target expansion and new social media
tactics will help spread awareness of the organization's goals and values.

Social Media Platforms
Website: Mobile Baykeeper is an organization website, with a Square Space layout. The
site drives the most traffic total. The popular Bay Blog is posted on the organizations site and
pulls people into reading new information and featured stories. The site includes a donation
tab and directs the individual simply through the donation process.

The website is easy to navigate, but the images displayed behind the headings make the
heading hard to read once clicked on. Choosing a different font color or changing the header
images would make it clearer. Some of the picture headings show an image of a donate
button that cannot be clicked on, which is confusing and distracting. Re-ordering the
headings at the top of the site from most important to least is crucial. For example, if an
individual is coming on the site to find information about events, the events tab is located
last on the headings. Making something of importance to your site as one of the last options
gives it the impression of less significance. The links for the organization's social media
accounts should be moved to one of the top corners of the site, so it's easier to find. Also
incorporating Snapchat and Periscope in the social media links so the accounts are all
connected to the same source.

The Bay Blog, which is a popular source of news coverage, and featured stories about the
organization or supports of it. The blog is ran through the website and includes a comment

and share section at the end of each posting. The only share options on the blog to other
social media mediums that the organization includes are Facebook and Twitter. Adding
Pinterest and Instagram to the share options of the blog can target other audiences who
don't as frequently use the website, Facebook, or Twitter for information.

According to Website Magazine, A good website is a rewarding outcome of several
important elements encompassing design, content, navigation and functionality. Making
small changes to the site, such as making font more legible will keep the site more appealing
to the eyes as well as keeping information clear and easy to read. According to Forbes,
investing in your website blog you will build your relationship with your readers, resulting in
visitors who check back frequently to view your latest posts. In order for a good nonprofit
site to be received well by the viewer and to make them take action, it has to be informative
but must be simple to navigate and understand.

Facebook: Facebook Pages are for businesses, brands and organizations to share their
stories and connect with people. Like profiles, you can customize Pages by publishing stories,
hosting events, adding apps and more. People who like your Page and their friends can get
updates in News Feed.

Mobile Baykeepers Facebook page currently has 7,330 likes and posts a couple times a day,
with 66% of their likes being women and only 33% being men, according to the account
analytics. This is their strongest social media platform, and largest website referrer at
59.19%.

More friendly interactive posts should be posted daily. The page should have more of a
human touch, interaction, personal side, and familiarity creating a personal connection with
the follower base. Events should be posted and kept up with. Incentives and giveaways
should be done for new likes and followers. Children and community events should be set up
for awareness, giving the Baykeeper organization a safe family atmosphere, while targeting
their new audience.

Facebook is where Mobile Baykeeper can upload its local upcoming events for the public to
view and join, to inform the community on what is going on in Mobile and with the
Baykeepers. Targeting the audience and follower base through specific posts and shares will
increase engagement. According to Facebook for Business, clear, concise, and targeted posts
will receive the most feedback, and action taken.

Twitter: Twitter is a social networking site that over 320 million people and organizations
use currently. Twitter allows users to access via web and mobile devices to send or exchange
short bits of information in 140 characters or less.

The organization currently has 3,580 followers. The twitter page does include a link to the
organizations website. The account is very active, posting at least once a day. According to

the account analytics, Mobile Baykeepers receives 36.8k impressions over a 28-day span on
average.

The activity on the account should increase. According to Entrepreneur.com, organizations
that want greater exposure Tweet 10-20 times a day. Scheduling the Tweets that have links
to valuable content and tweeting at followers and individuals. Personalized Tweets where
the organization is interacting with Twitter users creates a closer bond between user and
organization. Although the importance of informing followers about the organization is
crucial, adding more personalized tweets throughout things such as holidays or celebrating
local events (example: posting a Happy Holidays tweet) gives a more personal touch to the
account. Incorporating the new Periscope account to the Twitter account will also maximize
user loyalty, giving followers a front row seat of what Mobile Baykeeper wants to represent.

Twitter receives more than 500 million tweets per day, making it one of the most effective
resources for organizations to get messages to a large audience instantly and efficiently.
According to Twitter Business, no matter the size or importance of your organization, you
can use Twitter to build meaningful connections with a relevant and engaged audience.
According to Twitter, incorporating Periscope into their application gives the close feeling
that Twitter already gives their followers a visual representation of those feelings.

Instagram: Instagram is a social networking app made for sharing photos and videos from
a smartphone.

On this account, the organization currently has 992 followers. All current 194 uploaded
photos are relevant to staff, events and scenery of Mobile and the bay. All photos are
uploaded to the same social media accounts (Facebook).

Variety of photos on different mediums would benefit the Baykeepers. Instagram should be
promoted and linked to all sites associated with organization. Giveaways and auctions can
help bring awareness as well as new or more followers. Following back followers would be
showing interest in the individual. Relevant hashtags should always be used to associate the
organization, ex. #Mobilebaykeepers, #MOBbaykeeper etc. These hashtags can then be used
throughout all forms of social media. Post timing is crucial for exposure, and to what
audience is seeing the post at a certain time.

Sharing videos and pictures on Instagram will bring awareness as well as new followers to
support Mobile Baykeeper. This is a way to promote upcoming events and provide useful
information to the public.

Pinterest: Pinterest is an online pin board, a visual take on a bookmarking site where
content is shared entirely by visuals.

Mobile Baykeepers current standings on Pinterest are the least popular of the BayKeeper
accounts. The account currently has 17 likes and 164 followers. The account is comprised of
eight boards, only some of them include posts from the

Cleaning up the account is necessary. The boards that include the organizations own posts
are good to keep updated while touching them up. Getting rid of boards that have nothing
to do with the organization's message, such as the boards of informative videos and
nonprofit marketing ideas. Incorporating the organization's ideals of clean water and clean
air, creating boards of how to keep bodies of water clean or at home recycling methods.
Boards should tell a story, making the images flow together, with thoughtful descriptions
that will make Pins more inspiring and searchable.

A feature that is not incorporated on any of the other social media platforms is a Pin It
button. Like a Facebook or Twitter share on articles, a Pin It button can be added to other
social media posts, YouTube videos, or even Bay Blog posts. This Pin It button feature
would drive traffic to the Pinterest account, while keeping the Mobile Baykeeper media
message consistent across all platforms.

According to Pinterest creating a brand through a type of lifestyle will attract people, making
them feel more apart of the organization instead an outsider looking in. Pinterest Business
says that creating a range of boards that showcase your brands personality and tastes will
draw more people in. Although not the strongest of Mobile Baykeepers social media
platforms, Pinterest users on average spend 14.2 minutes pinning every time they log on.
The life of a pin is also 1,600 times longer than of a Facebook post. Pinterest pins never go
away and are easily found at the click of the search bar. Pin lifespans help increase the
number of shares, shares means more traffic to the account and the website, thus leading to
increased awareness of the organization.

YouTube: YouTube allows billions of people to discover, watch and share originally created
videos. YouTube provides a forum for people to connect, inform, and inspire others across
the globe and acts as a distribution platform for original content creators and advertisers
large and small.

The Mobile Baykeeper Youtube channel has 25 videos uploaded up to date, with little to no
views. YouTube video clips or links are uploaded to the website home page, and also to
Facebook.

More promotional and informational videos can be uploaded on Youtube, and then shared
on various social media platforms to increase likes and awareness. Videos can also be
created to promote the other forms of social media. For example, telling viewers to follow
them on Snapchat or watch a live stream on Periscope at the end of a video. The comments
section can also be used to add links to other social media platforms, or to the website for
further details from the video.

By uploading more videos, they can be shared on other social mediums to increase
followers, likes, and promotion. According to YouTube, breaking up information into small
segment videos can keep the interest of the viewer, and make them return for more
information in the future.

Snapchat: Snapchat is the fast-growing social network with more than 100 million daily
active users. A video or picture can be sent to your friends or broadcasted on your story for
24 hours before being removed.

Mobile Baykeeper has created an account, but hasnt had any activity on the app to date.

Showing behind the scenes videos and pictures of events and the daily life at Mobile
BayKeeper. Sending out snaps such as contact or email information to followers. Sending
Snapchat invitations to gain friends and promote the social medium. Provide incentives and
prizes announced via Snapchat. Show sneak peeks of upcoming events. Creating a geotag or
filters that are sponsored by Mobile Baykeeper when in certain locations, like near bodies of
water or events like the Grandman Triathlon.

According to Snapchat, 60% of U.S.13 to 34 year-old smartphone users are Snapchatters.
With 7+ billion video views on Snapchat daily, this app will help attract the age group Mobile
BayKeeper is trying to target as well as show what is going on during the day with Mobile
Baykeeper.


Periscope: Periscope is a live streaming video app purchased by Twitter in February of
2015. Periscope not only has live streaming, but also has live discussions and feedback.
While live streaming, followers or whoever is watching your stream can like or comment on
your live feed. Once a broadcast ends, it will remain on the account for 24 hours then will be
removed from the app.

An account has been created but there have been not postings to date. The organization
currently has 22 followers and is following 21 people. Because the social media is new for
the organization, Periscope isn't making as large of an impact as it could.

With the account being so new, creating live streams of events such as Lunch & Learns,
Baykeeper 101, Q&As, and even the Publix Grandman Triathlon are key. Streaming events
live would be used to clarify any questions people have and having the audience feel a closer
connection to the organization. GoPro which is a small, durable and waterproof camera that
praises the love for the outdoors. GoPro is teaming up with Periscope, allowing streaming
using a GoPro camera. The GoPro could be used to live stream clean-ups or live nature feeds
places where an iPhone cannot film.

According to Periscope, 10 million accounts have been made, with the daily users being 1.85
million users. According to Periscope demographics between the ages of 16-64 are active on
Periscope, 29% being women. With the goal of having new target audiences be students
from the ages of 15-25 and young professionals 25-40, this could target the new target
audiences that the Mobile Baykeeper is wanting. Periscope says that people want to feel like
they are inside of the action. The addition of this account will also maximize the already
popular Twitter platform with a new and interesting feature.

Conclusion

The purpose of this report was to help the Mobile Baykeeper reach their web
and social media presence goals of 2016. With the investigation of current
social media and website practices, the report was able to recommend and
explain new and effective practices for the Mobile Baykeeper.

The findings of the report explained minor adjustments to some already
successful social media sites such as Facebook, Twitter, and the organizations
website. The more recent forms of social media such as Instagram, Periscope,
and Snapchat had a lot of potential and new ideas to increase the Baykeepers
media presence. Increasing these platforms engagement with its followers will
create a grander awareness from supporters. Greater awareness leads to more
support to the organization, leading people to take action towards the cause.
Positive engagement can lead to an increase in awareness, volunteering, and
donations toward the Baykeeper environmental mission.

The findings in this report can better the outcome of the 2016 social media
presence. Making minor adjustments to longer running social media platforms,
and expanding new mediums will better the organization.

Works Cited


Gunelius, S. (2013). 10 Steps to Create a Facebook Page that Gets Likes. Forbes.com. N.p,
n.d. Web. 2016.

Karr, D. (2014). 2014 Statistics and Trends for Businesses on Social Media | Marketing
Technology. Marketingtechblog.com. N.p, n.d. Web. 2016.

Kumar, A. (2012). 20 Easy, Ethical Ways to Attract More Website Visitors. Forbes.com. N.p,
n.d. Web. 2016.

Olenski, S. (2015).What is Periscope and How can you use it for business video streaming?.
Forbes.com. N.p., n.d. Web. 2016.

Radice, R. (2014) How to Use Pinterest for Buisness. Postplanner.com. N.p., n.d. Web.
2016.

A guide to Pinterest Analytics. Business.pinterest.com. N.p., n.d. Web. 2016.

Page posting tips and best practices. Facebook.com/business. N.p., n.d. Web. 2016.