social media marketing and advertising for summer camps
DESCRIPTION
How summer camp can use social media marketing to improve communication and registrations every year. Social media stats, tips for facebook, twitter, linkedin and instagram. [Christian Camping International (CCI) Canada Mini-Conference, March 2014, Presented by Agnes Stawicki]TRANSCRIPT
Social Media Marketing For Summer Camps
www.ourkidsmedia.com/marketing Agnes Stawicki | [email protected]
Social Media Landscape
www.ourkidsmedia.com/marketing
Content Multi-media & social marketing
Top concerns
Where to start and how to do it well
Best practices & tools
Summary and Q&A
www.ourkidsmedia.com/marketing
Multi-Media Marketing
A changing landscape
www.ourkidsmedia.com/marketing
Media landscape: Information overload
There are 2.69 billion web pages worldwide.
100 hours of video are uploaded to YouTube every minute.
200 million active twitter users, 400 million tweets sent daily.
Every 2 days we create as much information as we did from dawn until 2003.
53% of consumers expect an immediate response to a tweet within an hour. 72% if the tweet is a complaint.
47% of consumers expect a web page to load in 2 seconds or less.
Consumer expectations have increased by 24% over the past 15 years
Sources: Marketingland.com, tonyvidler.blogspot.com, Forbes.com
Media landscape: High expectations
Customers expect you to be on social. They will look for you and for a conversation.
Social networking is the 4th most popular mobile activity
78% of sales are won by the company that responds first.
Apps link multiple networks together to easily share: Instagram + twitter + facebook + Tumblr + Flickr
Google now uses social signals as ‘backlinks’
Media landscape: Why is social important?
Canadians spend more than 41 hours per month online on their PC, the 2nd highest across the globe. They rank #1 in monthly pages and visits per visitor.
Source: Comscore Canada digital Future, March 2013
Print advertising losses outweighed digital ad gains by 8 to 1 in the first three quarters of 2011
Google’s revenues were $4 billion greater than those of the entire newspaper industry in 2011
BUT:67% of online searches are driven by offline content. People search for what they know.
Trends: Money shifts
Among all types of media, magazines rank highest in triggering online searching
75% of consumers feel that digital content complements, rather than replaces, print.
Source: Digimarc.com
Trends: Facts & Figures
Major brands are looking to digital media as a central part of their marketing efforts
Clients want complete solutions that work across all screens (desktop, mobile, tablet)
Demand for cross-channel analytics is growing
Trends: Online movement
Before you start:
1. Make sure your website is functional and professional.
2. Install an analytics program
The Socialites 62% of adults worldwide (80% of Canadians)
actively use social media.
Facebook advertising revenue in 2013 Q3 was $2.02 billion, up 66% from a year earlier
Twitter’s 2013 Q3 ad revenue was $153.4 million
Moms are social
A 2-way conversation 60% expect brands to respond
Outbound Inbound
96% of brands focus on advertising in social media
Top Concerns Yes… but
What are you scared of? Which platforms will give me the best exposure?
What do I talk about?
How much time do I need to invest?
What if someone posts negative comments?
What about privacy issues?
I don’t even know where to start!
Which platform? Social Platform Snapshot
Facebook Community
Twitter Network and chat
LinkedIn Professional network
Pinterest, Instagram Visual
YouTube, Vimeo Visual & emotional
Google+ SEO
How much time do I need? Social Platform Snapshot
Facebook 1-2 times per day
Twitter 3 times per day
LinkedIn 1 time per week
Pinterest, Instagram 1-3 times per week
YouTube, Vimeo 1-4 times per year
Google+ 3 times per week
Where to start And how to do it well
Benefits An engaged audience of campers, parents,
and staff
Easy and natural fit for the camp community
Year-round contact
Reaching friends of friends
Social Recommendations
Build your brand
Title
Photo / Timeline
Username
Bio
Custom Tabs
What works? Be human and chat with people
Posts: < 80 characters have 27% higher CTR
Engagement 3x higher when full URL used
20% higher engagement when outside business hours
Thursday and Friday show 18% increase
Brand posts per hour
Tips to be successful Use @mentions to engage
Answer, like or comment on all posts
Comment on 3 other posts daily
Check how your website ‘shares’ Add open graph tags to your website
Continuously monitor what works
Monitor
What to share
1. Questions: What’s our favourite thing to do at camp?
I love camp, do you love camp?
2. Fill in the blanks: Only at camp can you __________
Because of camp I ____________
What to share
3. Image Quotes: #campconfessions
What to share 4. Photos: Throwback Thursday
Can you name this person?
Guess what year this is
5. Videos & Articles Camp commercials and alumni stories
3rd party articles: news, studies, reports
6. Your Website: Early-bird dates
News, announcements, awards
What to share
Advertising Target by: Fans and friends of fans
Geographical location
Age, interests, hobbies, keywords…
Test various creative text and imagery
Keep users within Facebook to increase your conversion rates
Caution: could be expensive with little results
Right Column
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Advertising
Benefits People are influenced by people like them,
friends and experts
An opportunity to network and form new relationships
Fast and easy to do on the go
Year-round contact and customer service
Social recommendation
Trends and Tips Shorter tweets have a
higher CTR
Answer all @mentions
Search keywords. Engage in #chats and with influencers
Build trust, than promote
Benefits
Professional network Moms and dads
Managers, VP’s, Business owners
Camp staff
Puts a face to camp staff and owners
200 million people globally
Trends & Tips Personal page and Company page
Customize company updates with
What can you share? Registration deadlines and specials
News and press release type content
3rd party studies, articles and videos
Keep it more formal/professional
Camp jobs
Benefits
Every day 55 million photos are uploaded
86.4 million comments are posted
691.2 million users like photos in their feeds
Heavily used by Gen Y
Posts to facebook and twitter at the same time
Photos speak a thousand words
Trends & Tips What can you share? Brand content
Storytelling
Behind the scenes
Quotes
Use #hashtags for further exploration
Comment on other photos
Online
Offline
Website
Best Practices & Tools
A little help to get you started
Content calendar
Platform Monday Tuesday Wednesday
Facebook I love camp because…
Twitter AM Q: Why do you love camp? A: #friends
Twitter PM Stop the summer learning slide #camp
Instagram I love camp because…
Branded Message
Social media policy
Conduct a social media background check
Develop a social media policy Keep personal social media profiles private
Think twice before posting pictures (and tagging)
All communications to be done through the company networks. No camper-staff connections
Identify potential corrective action should behaviour impact camp brand
Facilitate (don’t direct) appropriate social media use
Purpose:
Expectations:
Be respectful and kind
Identify
Protect confidential and propriety information
Download the template: www.ourkidsmedia.com/marketing
Social media policy
Socialmention.com, icerocket.com
Feedly.com, Newsle.com, Google Alerts
Hootsuite
Ourkids.net and Ourkidsmedia.com/marketing
Tools
Summary #mktgacademy
Successful social media
1. Networks: Choose 1 to 3 channels. Where do you or your staff feel comfortable?
2. Brand/Voice: Choose a voice. What feeling do you want each channel to have? Be consistent.
3. Calendar: Set up listening tools to help you find great content to share, and build a calendar.
4. Policy: Create a clear policy and include it during staff training.
5. Monitor: Track what engages users and build upon it
Camp Marketing Network ourkids.net & camps.ca
Integrate your marketing to produce the strongest results
Webinars
Checklists
Case Studies
Tip Sheets
Questions? Contact:
Agnes Stawicki [email protected]
Tweet us: @AgnesStawicki @ourkidsnet @mktgacademy