social media marketing campaign (for summer camps)

Social Media MarketingFor Summer Camps

Do you know what’s happening?The Online Population

Google is the #1 search engine

17+ million Facebook users in Canada

80% of online activity begins with a search engine

9.7 million aged 34 to 55

North America’s online population is highest in the world (78%).

3.9 million aged 16 or under

SOURCES: InternetWorldStats.com, November 2011Facebook, January 2012

Everything begins with a keyword

Do you know what’s happening?The Online Population

Google it

Research complaints, staff, owners, partners...etc.

Look for third party comments and referrals

“  I  can’t  explain  it—it’s  just  a  funny  feeling  that  I’m  being  Googled.”

Internet Marketing Strategy

1. Listen

2. Keyword strategy

3. Optimize your website

4. Promote content via social media

5. Convert site traffic into leads

6. Nurture leads with email marketing

7. Be mobile friendly

8. Analyze and refine

SEO is only one part of your online marketing

Before you startanalytics.google.com

Visitor types

top pages viewed

locations

converting pages

referral sites

referral quality

Social Media Marketing

1. Search engine changes

2. Keyword identification

3. Basic SEO

4. Social media map

5. Analytics

6. Easy social media checklists

What to expect today

Do you know what’s happening?Google is always changing

More prominent ‘Google Places’ results

Website previews prior to clicking

Personalized results...there is no ‘norm’(Search, Plus Your World)

Real time results and priority for new content

9

Google PlacesGoogle Places

Identify KeywordsYou can only find what you search for

Know what your target market ‘searches’ for (think like the consumer)

Consider return on investment associated with each keyword (quality over quantity)

Qualify keywords based on volume, relevance and competition

Identify Keywords

- annual trends- competition- monthly searches- related phrases

adwords.google.comtrends.google.com

Where do your keywords go?

URL: add keywords specific to that page

Page Title: include keywords, 66 characters

Description: keyword heavy, 160 characters

ABC Summer Camp is an overnight camp in Gravenhurst, Ontario. Offering adventure, arts, and sports programs it is regarded as one of the best camps for kids in the Muskoka Area.

Keywords: 1 to 5 keywords per page separated by commas

Content: Useful and original content is King!

Basic SEO

Basic SEOBuild your authority

Number of backlinks

Quality of backlinks

Anchor text

The number of quality links pointing to your site is the most important element of SEO, and social networks are the new ‘backlinks’.

Social Media MarketingWe can no longer ignore it

Our Kids Social Network @ourkidsnet

Social Media LandscapeBuild your authority

Facebook: Extend your camp community online

Twitter: Showcase your expertise

LinkedIn: Connect with alumni & parents

YouTube/Vimeo: Build excitement, calm anxiety

Blog: Develop great content

Listen to the discussion

Listen to the discussionTools to help you filter the chatter

See if your brand name is available on 160 networks

Search web, blogs, forums by keyword

Set up alerts for your brand/keywords on social sitesx

Searches twitter by keyword

x

BlogCreate great content

55% more website visitors for companies that blog

SOURCE: Data from 1,500 small businesses (bit.ly/XDkQV)

79% more twitter followers companies that also have a blog

BlogInbound content strategy

Start with your FAQ’s

Engage your staff, campers, parents

Share interesting research and articles

Think like the consumer. Answer their questions.

Can’t commit?Guest blog on other websites

Include a call to action

BlogInbound content strategy

2 FAQ answers

1 photo/video of the month

1 news article

Monthly content strategy for your blog

1 camp announcement

TwitterShowcase your expertise

The Power:

Showcase your expertise

Network

Spread awareness

Form new relationships

Share knowledge

Customer service

Engage customers

Are you listening

TwitterHow to make it effective

Shorter tweets have higher CTR

Answer all @mentions

Engage in #chats and with influential ‘tweeters’

Build trust, then promote

FacebookStay connected with your camp community

The Power:

Year-round contact

Social recommendations

Reaching friends of friends

FacebookHow to make is successful

TitlePhotoUsername

Landing PageBio

Contests

FacebookHow to increase engagement

Posts: < 80 characters have 27% higher CTR

Engagement 3x higher when full URLs used

20% higher engagement when outside business hours

Thursday and Friday show 18% increase

SOURCES: Buddy Media 2011

FacebookTell people what you want them to do

SOURCES: Buddy Media 2011

FacebookTips and tricks

Use @mentions

Contests:

Check how your website ‘shares’

Continuously monitor and use what works

FacebookInsights

Read this

FacebookExample content strategy

Monday: 3rd party article, video..

Tuesday: Photo or video of the week (camp)

Wednesday: Your own blog post

Thursday: 3rd party article, video..

Friday: Photo or post (what are you working on)

Saturday: Fan of the week (highlight someone)

Sunday: Quote, Tip...

Case Study

Quality | Quantity | ConversionTrack your success

Know how campaign is performing

Expand on your best pages, and work on improving underachieving pages

Getting people to your website is only step #1

xHow  do  visitors  find,  navigate  &  convert?

- Traffic (or visitors)- Source (search, direct, referral)- Visitor type (new, returning)- Pages/visit- Time on site- Popular keywords- Location- Bounce Rate

Daily (30 minutes)

Social Media Calendar

1. Respond to any questions or comments received

2. Engage with 2 comments per social network

3. Post 1 new facebook item, photo, tip or quote to facebook

1. Review success from last week (what generated engagement)

2. Scan web for related chatter and articles about you (Google Alerts)

3. Schedule 3 tweets per day (hootsuite or similar)

4. Add a new article to your blog or website

Weekly (2 hours)

5 Point Checklist

1. Did I use the appropriate language for this network?

2. Can I add any SEO keywords?

3. Are there @mentions or #tags I can include?

4. Is it time to add a request (Like, Share, RT)?

5. Do I have any spelling errors?

Before you send

Conversion OptimizationWorking with what you have

SEO and Social Media are not only about increasing traffic.

You want targeted visitors that convert into quality leads on your website.

400 at 25% = 1000 at 10%

Social Media MarketingFor Summer Camps

YouTube.com/OurKidsNet

Facebook.com/OurKidsNet

@OurKidsNet @AgnesStawicki

agnes@ourkids.net 1.877.272.1845 x31