This document provides guidance on marketing social video for summer camps. It begins by noting the large audiences that can be reached on platforms like YouTube. It then recommends taking a video inventory to assess what videos a camp has and wants to create. Key aspects to consider include marketing objectives, target audiences, and best social tools. The document discusses promoting videos on Facebook and YouTube, including options like boosting native videos on Facebook or running video ads on YouTube. It stresses the importance of targeting the right audiences and platforms, and using reporting to measure promotional success. The top five takeaways are to plan videos, identify target audiences, select promotion platforms, promote the videos, and measure results.

1. Marketing Social Video

2. If nobody sees your camp’s video,
does it exist?

3. If only your camp families see your
video, does it exist?

4. Why Video?
• More than 1 billion unique users visit
YouTube each month
• 100 hours of video are uploaded to
YouTube every minute
• According to Nielsen, YouTube reaches
more US adults ages 18-34 than any
cable network
US users spend the most time viewing videos on social media sites

6. Take a Video Inventory
Videos I have:
Marketing
Objective:
Target Audience: Best Social Tool:

7. What do I have?
Video clips under 1 minute :
o Our camp in one minute
o Our directors
o Our philosophy
Video clips under 15 seconds:
o Color War Break
o Opening day
o Favorite song

8. What do I want to have?
Videos I have: Videos I want:
Marketing
Objective:
Target
Audience:
Best Social
Tool:

9. What do I want to have?
Video clips under 1 minute :
o Food at our camp
o First time campers
o What our parents have to say
Video clips under 15 seconds:
o Closing day
o Favorite meal
o Singing in dining hall

10. Are they formatted how I want?
Logos on video
Website on video
Non-copyrighted music

11. Why do I want to promote them?
Videos I have: Videos I want:
Marketing
Objective:
Target
Audience:
Best Social
Tool:

12. Why do I want to promote them?
Videos I have: Videos I want:
Marketing
Objective:
Target
Audience:
Best Social
Tool:
Increase
awareness
Showcase
differentiators
Get kids
excited about
camp
Remind alumni
of past

13. Who do I want to see the video?
Videos I have: Videos I want:
Marketing
Objective:
Target
Audience:
Best Social
Tool:

14. Who do I want to see the video?
Videos I have: Videos I want:
Marketing
Objective:
Target
Audience:
Best Social
Tool:
Parents
Campers
Staff
Alumni

15. Where should I promote this?
Videos I have: Videos I want:
Marketing
Objective:
Target
Audience:
Best Social
Tool:

16.  Upload videos to take
advantage of the auto play
feature and ensure full tracking
from Facebook
 Target prospective campers, re-
target those in your email lists
or even those that have visited
your site
 Use Facebook reporting to see
how much of the video is being
watched, paused, and shared
Promoting Your Video On
Facebook

17. Promoting Your Native Video
On Facebook
Promoting Uploaded Videos To Facebook vs. Promoting A You Tube Video

18. Boost v. Ad
Hard to use: Unlimited targetingEasy to use: Limited targeting

19. Other Targeting Options
Custom Audiences
Native Targeting

20. Promoting Your Video On
Facebook

21.  Promote videos using a
cost per view cost method
using Adwords
 Targeting and placement
are sophisticated
 Choose from retargeting,
keywords, channel types
and more
 Reporting tells you how
much of your video is being
watched and by who
Promoting Your Video On
You Tube

22. You Tube offers numerous and diverse placements for advertisers
Promoting Your Video On
You Tube
Search Results:
Your camp video will
show up in You Tube
Search, when searching
key terms related to
camp videos
Suggested Videos:
Advertise on the
right hand side of
You Tube, to
appear alongside
relevant videos
and search terms
Video Overlay:
Select a static
banner or search ad
to hover during
relevant videos that
align with camp
terms or parenting
In Stream Pre-Roll:
Stream your 30
second video
before other
videos related to
your target market

23. In-Stream Pre-Roll

24. In-Display

25. Targeting: Demo

26. Targeting: Interests

27. Reporting + Measurement

28.  No paid advertising
options, yet
 Spurs engagement and
awareness
 Enable auto-play or click
to play
 New medium to reach
new people: Over 300
million users on
Instagram (more than
Twitter)
Sharing Your Video on
Instagram

29. Top Five Takeaways
1. Take a video inventory and plan for what you want.
2. Figure out who you want to see your videos.
3. Pick platforms to promote based on your audience.
4. Promote your video.
5. Measure success of promotion.

30. THANK YOU!!
Questions to blake@socialsummercamp.com.
Facebook.com/socialsummercamp
Twitter.com/socialsummrcamp
Socialsummercamp.com