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. 1. Social Media Marketing For Summer Camps www.ourkidsmedia.com/marketing Agnes Stawicki | agnes@ourkidsmedia.com
  2. 2. Social Media Landscape www.ourkidsmedia.com/marketing
  3. 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
  4. 4. Multi-Media Marketing A changing landscape
  5. 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. 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. 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. 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. 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. 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. 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. 12.   Before you start: 1.  Make sure your website is functional and professional. 2.  Install an analytics program
  13. 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. 14. Moms are social
  15. 15. A 2-way conversation 60% expect brands to respond Outbound Inbound 96% of brands focus on advertising in social media
  16. 16. Top Concerns Yes… but
  17. 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. 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. 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. 20. Where to start And how to do it well
  21. 21. 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
  22. 22. Build your brand   Title   Photo / Timeline   Username   Bio   Custom Tabs FACEBOOK
  23. 23. 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
  24. 24. Brand posts per hour FACEBOOK
  25. 25. FACEBOOK
  26. 26. 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
  27. 27. Monitor FACEBOOK
  28. 28. 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
  29. 29. What to share 3.  Image Quotes:   #campconfessions FACEBOOK
  30. 30. 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
  31. 31. What to share FACEBOOK
  32. 32. 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
  33. 33. FACEBOOK Right Column NewsfeedNewsfeed Advertising
  34. 34. 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
  35. 35. TWITTER
  36. 36. TWITTER
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. Trends & Tips   What can you share?   Brand content   Storytelling   Behind the scenes   Quotes   Use #hashtags for further exploration   Comment on other photos INSTAGRAM
  42. 42. Online Offline Website
  43. 43. Best Practices & Tools A little help to get you started
  44. 44. 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…
  45. 45. Branded Message
  46. 46. 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
  47. 47.   Purpose:   Expectations:   Be respectful and kind   Identify   Protect confidential and propriety information Download the template: www.ourkidsmedia.com/marketing Social media policy
  48. 48.   Socialmention.com, icerocket.com   Feedly.com, Newsle.com, Google Alerts   Hootsuite   Ourkids.net and Ourkidsmedia.com/marketing Tools
  49. 49. Summary #mktgacademy
  50. 50. 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
  51. 51. Camp Marketing Network ourkids.net & camps.ca
  52. 52. Integrate your marketing to produce the strongest results
  53. 53.   Webinars   Checklists   Case Studies   Tip Sheets
  54. 54. Questions? Contact: Agnes Stawicki agnes@ourkidsmedia.com Tweet us: @AgnesStawicki @ourkidsnet @mktgacademy

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