Social Media Marketing and Advertising for Summer Camps
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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]
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Social Media Marketing and Advertising for Summer Camps
- 1. Social Media Marketing For Summer Camps www.ourkidsmedia.com/marketing Agnes Stawicki | agnes@ourkidsmedia.com
- 3. 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
- 5. 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.
- 6. 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
- 7. 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?
- 8. 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.
- 9. 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
- 10. 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
- 11. 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
- 12. Before you start: 1. Make sure your website is functional and professional. 2. Install an analytics program
- 13. 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
- 14. Moms are social
- 15. A 2-way conversation 60% expect brands to respond Outbound Inbound 96% of brands focus on advertising in social media
- 17. 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!
- 18. Which platform? Social Platform Snapshot Facebook Community Twitter Network and chat LinkedIn Professional network Pinterest, Instagram Visual YouTube, Vimeo Visual & emotional Google+ SEO
- 19. 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
- 20. Where to start And how to do it well
- 22. 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 FACEBOOK
- 23. Build your brand Title Photo / Timeline Username Bio Custom Tabs FACEBOOK
- 24. 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 FACEBOOK
- 25. Brand posts per hour FACEBOOK
- 26. FACEBOOK
- 27. 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 FACEBOOK
- 28. Monitor FACEBOOK
- 29. 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 ____________ FACEBOOK
- 30. What to share 3. Image Quotes: #campconfessions FACEBOOK
- 31. 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 FACEBOOK
- 33. 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 FACEBOOK
- 35. 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 TWITTER
- 36. TWITTER
- 37. TWITTER
- 38. Trends and Tips Shorter tweets have a higher CTR Answer all @mentions Search keywords. Engage in #chats and with influencers Build trust, than promote TWITTER
- 39. Benefits LINKEDIN Professional network Moms and dads Managers, VP’s, Business owners Camp staff Puts a face to camp staff and owners 200 million people globally
- 40. 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 LINKEDIN
- 41. Benefits INSTAGRAM 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
- 42. Trends & Tips What can you share? Brand content Storytelling Behind the scenes Quotes Use #hashtags for further exploration Comment on other photos INSTAGRAM
- 44. Best Practices & Tools A little help to get you started
- 45. 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…
- 46. Branded Message
- 47. 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
- 48. Purpose: Expectations: Be respectful and kind Identify Protect confidential and propriety information Download the template: www.ourkidsmedia.com/marketing Social media policy
- 49. Socialmention.com, icerocket.com Feedly.com, Newsle.com, Google Alerts Hootsuite Ourkids.net and Ourkidsmedia.com/marketing Tools
- 51. 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
- 52. Camp Marketing Network ourkids.net & camps.ca
- 53. Integrate your marketing to produce the strongest results
- 54. Webinars Checklists Case Studies Tip Sheets