1. Social Media for
Managers
TMMBA 528
Roann
Krish
Chris
Kevin
Nick
Hina
MAI School
“Seats for
Students”

2. Goals #1
Purchase 50 new
desks/benches ($5000)
#2
Build audience for
sustainability (90-days)

3. • Appeal to emotions (pathos)
Strategy through content from the
school and our own blog
stories
• Seek key influencers in local
expat community (UW,
Microsoft)
• Tap into our personal
networks

4. Social WordPress blog
Channels maischool.wordpress.com
Facebook
facebook.com/maischool
Twitter
twitter.com/maischool
YouTube
youtube.com/user/maischool

5. Content
Tools
FundRazr
HootSuite
Followerwonk
Google Earth
Analytics
TweetReach
Twitalyzer
WordPress / Facebook
PeopleBrowsr

6. Editorial Calendar - "Seats for Students" - 50 Benches
Date Events "Influencer" TPs Blog Facebook Twitter YouTube
Week 1
Mon
Set up "look and feel" Set up "look and feel"
Tues
Connect social media Upload photos
Wed
Set up 50 on Create "Donate" page Create timeline Set up "look and feel" Post videos for
Thurs
FundRazr FollowerWonk Create "Gallery" page Connect social media Schedule Week 1 tweets reference
Fri
Draft Week 1 posts Add map location
Sat
Add Twitter widget Google Earth video
Calendar
Sun
Week 2
Sun 15-Apr Launch party Post - launch Launch announcement; TWEETS: FundRazr campaign, On Facebook!,
personal FB posts and "DID YOU KNOW? MAI School was
founded in 1948, a year after India’s
independence. Donate at http://bit.ly/Jeenp5
#education #india #nonprofit"
Mon 16-Apr
Post-launch adjustments
Tues 17-Apr
Wed 18-Apr Post to Microsoft Post - Hina - tweeted DID YOU KNOW? There are 21 teachers at
DLs MAI School: 18 in Malayalam & English
Medium and 3 in Tamil Medium. Donate at
http://bit.ly/Jeenp5
Thurs 19-Apr DYK? All teachers at MAI School are either
graduates or post graduates. Donate at
http://bit.ly/Jeenp5 #nonprofit #india
#education
Fri 20-Apr Post -Story - tweeted DYK? The MAI School provides free midday
meals to all the children of the school.
Donate at http://bit.ly/Jeenp5 #nonprofit
#india #education
Sat 21-Apr DYK? Children at MAI School start using
computers on #Linux and #KToon in Grade 5.
Donate: http://bit.ly/Jeenp5 #nonprofit #india
#education
Week 3
Sun 22-Apr Post - Roann DYK? Tree planting is promoted as an
extracurricular activity at MAI School. Donate
at http://bit.ly/Jeenp5 #nonprofit #india
#education
Mon 23-Apr YouTube - animations DYK? MAI School has had 100 % pass rate in animations linked
the SSLC examination since 1998. Donate at from FB
http://bit.ly/Jeenp5 #nonprofit #india
#education
Tues 24-Apr Post - Story DYK? MAI School teachers receive basic
training on computers after school hours.
Donate at http://bit.ly/Jeenp5 #nonprofit
#india #education
Wed 25-Apr Contact school MAI School has a parental awareness
about "art program re: the IT & computer education
projects" taught in school. Donate: http://bit.ly/Jeenp5
#nonprofit #india
Thurs 26-Apr Post - Story DYK? The lower primary school at MAI School
was originally a tea factory. Donate at
http://bit.ly/Jeenp5 #nonprofit #india
#education
Fri 27-Apr MAI School students participate yearly in IT
mela organized by the Dept of Education &
Student Youth Festival. Donate:
http://bit.ly/Jeenp5

7. INTERMISSION
we are busy
building benches

8. *NEW*
Strategy Increase engagement!
• Add more content that
entices the user to interact
(i.e. polls)
• Guest posts by donors that
they then promote to their
own networks

9. Art
Auction

10. What worked?
• Aiming high on FundRazr
campaign
• Seeking key influencers
• Pathos
• Use of hashtags

11. What failed? • Focusing on Reach rather
than User Engagement at
start of campaign
• RT’ing and posting on FB
only as strong as your
personal network

12. Transition Resources
Plan
Owner for social media channels
+ FundRazr
Money
None
Content
Tweets and blog posts
scheduled out to cover transition
time

13. Final FundRazr
Metrics
$1172, 22 supporters
Facebook
82 likes
Twitter
53 tweets, 16 followers
Blog
10 posts, 448 PVs