Super Social Media: Parks and Recreation Social Media Campaigns That Soar to Success
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This document outlines several case studies of social media campaigns conducted by parks and recreation departments to promote their programs and events. Case study #1 describes a "Texas Critter Clash" campaign on Facebook where fans voted on matchups between different wildlife species like a bracket tournament. It reached over 500,000 people. Case study #2 promoted parks and recreation month in Raleigh by having residents upload photos on Facebook, Twitter, or Instagram tagged with #TagUrIt. The campaigns helped drive engagement on social media.
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Super Social Media: Parks and Recreation Social Media Campaigns That Soar to Success
- 1. http://sarahtpage.com SUPER Social Media Parks & Recreation Social Media Campaigns That Soar to Success!
- 2. Get these slides here:: http://sarahtpage.com/TRAPSInstitute/ http://sarahtpage.com
- 3. CASE STUDY #1 “Texas Critter Clash” 2013
- 4. WHY Opportunity to communicate about all sorts of native Texas wildlife species Capitalize on the popular “March Madness” basketball tournament fervor
- 5. HOW Voting began March 18, 2013 TPWD posted photos of the animal opponents on Facebook Fans simply “liked” their photo of choice to vote The species with the most votes moved on to the next round Used a bit.ly link to track clicks to Prezi bracket
- 10. RESULTS Total reach of 582,514 unique people who saw the posts The top “viral” Facebook post of the contest was the final showdown between the Bobcat and the Horned Lizard with a reach of 52,073 and 5.4% virality The Prezi page with the bracket graphic got 3,294 views
- 12. WHY Get people engaged on social media and talking about Raleigh parks and recreation programs (Parks and Recreation month) Launch new Instagram account
- 13. HOW Upload your favorite parks and recreation photo or video to Facebook, Twitter, or Instagram Tag the image with the #TagUrIt hashtag Created video to help participants understand what to do Judges select 4 winners Prizes include a GoPro camera and gift cards to REI and Dick’s
- 19. RESULTS Campaign was a success because they were able to get people engaged and talking about Raleigh parks on social media
- 20. LESSONS LEARNED Facebook privacy settings prohibited them from seeing participant photos posted even with the #TagUrIt hashtag Allowed people to email photo entries instead
- 21. CASE STUDY #3 #OutIsInNB Outdoor Challenge Photo Scavenger Hunt
- 22. WHY Celebrate National Parks and Recreation Month Launch new Instagram account Get people into the parks
- 23. HOW Encouraged people to visit a list of 10 parks in 20 days Post a photo to Instagram of themselves enjoying park amenities Tag photos with #OutIsInNB hashtag Those completing challenge had a photo published in the Recreation Guide and won New Braunfels swag Contest ran July 1-20, 2014
- 29. RESULTS 8 families completed the challenge Contest generated 59 Instagram followers, 72 posts, and 218 new Facebook likes
- 30. CASE STUDY #4 “Park It Forward” Campaign
- 31. WHY Celebrate National Parks and Recreation Month Showcase the diversity of Kansas City Parks’ facilities, amenities, and programs Increase website visits and social media numbers
- 32. HOW Based on the “Pay It Forward” campaign Developed a calendar showing a daily fun park outing Posted each outing on social media Sent out interns with prize packs to reward people for participating Took a photo and posted it
- 33. HOW The “Park It Forward” part was the prize pack plus tickets/passes to try something new in a KC park
- 39. RESULTS The campaign resulted in significant increases on social media accounts: Facebook +89% Instagram +53% Twitter +37% Educated the public about the new website Visits to the new website +75%
- 41. WHY Increase Twitter followers Increase engagement Encourage the public to visit parks they’ve never experienced Have fun!
- 42. HOW Contest ran from July 1 to August 26, 2014 Featured 1 park in each of the 9 wards (1 per week) Tweeted clues about the park Text, photos, and videos Participants had to follow @ParksRecEvanston and #RecRace hashtag for clues Parks staff awarded prizes to the first person who arrived at the correct park
- 47. RESULTS The contest was a success City of Evanston engaged the public on their social media channels Twitter followers increased
- 48. LESSONS LEARNED 9 weeks was too long Recommend 4-5 weeks Weather rained out one of the clues/parks
- 50. WHY Increase Instagram followers Increase engagement Kick off beach season Have fun!
- 51. HOW Contest ran June 2-25, 2014 Participants must follow @CityofEvanston on Instagram Take a fun beach photo Tag the beach location Use the #EvanstonBeach hashtag Staff chose 4 weekly winners Public chose overall winner by popular vote Winners receive free kayak or SUP rentals
- 56. RESULTS The contest was a success City of Evanston engaged the public on their social media channels Instagram followers increased
- 57. CASE STUDY #7 S’Mores in the Outdoors Contest
- 58. WHY Promote camping at Indiana state parks and reservoirs Engage visitors in conversations about state parks properties Promote iconic and little-known park features and resources Celebrate National S’Mores Day
- 59. HOW Two contests: S’mores selfies and S’mores in the Outdoors Contests ran during August 2014 Parks staff posted fun s’mores photos in the parks, and people guessed the location During National S’Mores Day weekend, visitors posted “S’mores Selfies” Winners chosen randomly
- 64. RESULTS The contest was a success Impact measured by likes, comments, and shares Facebook fans increased by 2000- 3000 during the contest
- 65. CASE STUDY #8 Experience Columbus Year-round Instagram
- 66. WHY Showcase things to see and do in the destination Increase followers and engagement on @ExperienceColumbus account Encourage use of common hashtags like #ExpCols and #CbusFoodScene
- 67. HOW Post original content when possible Comment and like photos with Columbus hashtags Repost exceptional photos that use Columbus hashtags
- 72. RESULTS 95% of photos are reposted images During 2014: Photos tagged with #expcols increased 191% Followers increased 107% Interactions increased 55%
- 73. Key Takeaways Have goals Make your contest easy to enter/participate in Match the (social) media to the market Measure and report Don’t be afraid to have fun!
- 74. Follow Me Linkedin.com/in/sarahpage Facebook.com/SarahTPageConsulting @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage http://sarahtpage.com