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Posting like a pro


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social media for the campground industry

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Posting like a pro

  1. 1. Posting Like a Pro Ann Illig WACO Convention Stevens Point, Wisconsin March 2015 How To Take Your Social Media Up a Notch
  2. 2. • Facebook • Pinterest • Twitter • Instagram • Google+ • Other? 2 1. WHAT SOCIAL MEDIA ARE YOU USING IN YOUR CAMPGROUND? Quick Survey
  3. 3. • Campground owner • Campground staff member • Outside firm / person • Other? 3 2. WHO IS primarily DOING YOUR SOCIAL MEDIA? Quick Survey
  4. 4. • > 10 hours • 5-9 hours • 1-4 hours • As little as possible 4 3. ROUGHLY HOW MUCH TIME DO YOU SPEND ON SOCIAL MEDIA PER WEEK? Quick Survey
  5. 5. The Need for Strategy If you’re going to spend TIME on social media, make sure you’re being strategic. Know your objectives. Are you trying to GROW your fan base, find NEW customers, get previous customers to come back, keep your campground top of mind? 5
  6. 6. Where are your customers hanging out? 6
  7. 7. 7 71% of online adults use Facebook. 58% of all adults. Usage among seniors (65+) continues to increase. Women are more likely to be on Facebook then men. 28% of online adults use Twitter. Only 26% of online adults use Instagram, but for young adults (18-29) this number jumps to 53%, up from 37% in 2013. 28% of online adults use Pinterest. Women dominate this channel. Bottom Line Facebook remains the most popular channel Social Media Update 2014, Pew Research
  8. 8. Get out of the Rut Are you in a rut when it comes to generating new ideas for what to post? You are not alone. 8
  9. 9. The 80/20 Rule Use just 20% of your posts to promote your brand, and dedicate 80% to stuff that really interests your audience and engages them in conversations. 9 People use social media to be social. They really don’t want to be subjected to your online sales pitch.Bottom Line
  10. 10. 10 1. POSE A PROBLEM AND ASK FOR ADVICE Bottom Line People LOVE to answer questions and help solve problems. • “What would you do if… • “I need to make a decision and am looking for your feedback… • “We need to name our new inflatable. Any ideas? …
  11. 11. 11 2. RUN A POLL Bottom Line Polls are great for generating discussion AND gaining valuable insight from your fans. • “What color should we paint the showers? • “What candies do you want to see in the camp store this summer? • “Which Bloody Mary topping is more important? Cheese or Sausage?
  12. 12. 12 3. FILL IN THE BLANK Bottom Line People love ‘em! Just about any question can be rephrased as a fill in the blank. Test it and see if you get higher engagement. • “I’d rather be camping than ________________ • “Hands down, the best campfire recipe is _______________ • “The one thing I can’t leave at home when camping is _______________
  13. 13. 13 4. SHARE A BEHIND-THE-SCENES PICTURE Bottom Line Showing there are real people behind your campground makes you more relatable to your fans,
  14. 14. 14 8. HUMBLE BRAG toot your own horn 7. SEASONAL POST add the personal touch! 6. INSPIRATIONAL OR MOTIVATIONAL QUOTES & IMAGES 5. CONTEST POST more later 9. FAN-ONLY DISCOUNT 10. BE IMPERFECT OK to share your struggles
  15. 15. Looking Your Best You’re not professional graphic artists, copy writers, or photographers…but that doesn’t stop you from looking professional! 15
  16. 16. 16 • #1 tool for small business owners • pre-designed graphics and templates • upload your own pix or stock photos cost $1 • lots of free design elements • Facebook, Instagram, posters, email headers, etc.
  17. 17. Learn More 17
  18. 18. The way you write your post is the #1 way to engage with your audience MORE ENGAGEMENT = MORE REACH
  19. 19. 19 SHORT. Keep posts short, sweet and to the point. Writing Awesome Posts
  20. 20. 20 Writing Awesome Posts POSITIVE. Posts that are positive, inspirational or funny get the highest engagement.
  21. 21. 21 Writing Awesome Posts BE NATURAL. Facebook is fun and relaxed. You should be too. There are no grammar police on FB!
  22. 22. 22 Writing Awesome Posts VISUAL. Aim for 80-90% of your posts to have pictures.
  23. 23. 23 Writing Awesome Posts TOPICAL, TIMELY and RELEVANT. Your posts should be happening or relevant now!
  24. 24. Contests and Giveaways 24
  25. 25. Facebook Promotions 25 • Great for driving engagement and increasing awareness of your campground • YOU are responsible for: ★ Lawful operation of your promotion ★ Official rules ★ Terms and eligibility requirements ★ Including a not sponsored by Facebook statement Bottom Line Everyone loves FREE stuff!
  26. 26. Facebook Promotions 26 • Make it a compelling promotion • Always keep your business objectives in mind • Don’t give away the store
  27. 27. Facebook Promotions 27 NOT ALLOWED • OK to ask people to post a comment or like your post • OK to ask people to like your page, but no way to enforce • OK to ask them to message your page ALLOWED • “Personal Timelines and friend connections must not be used to administer your promotion” e.g., • Don’t ask people to share your post • Don’t ask people to tag themselves in your photo
  28. 28. Facebook Promotions 28 • If you’re running contests/ giveaways on Facebook, WooBox is a MUST. • Randomly picks your winner(s) free • Export comments free • Export Likes free
  29. 29. Instagram Know your objectives. Are you trying to TAP into the youth market? Promote your campground? Look like you’re with it? 29
  30. 30. 30 Instagram WHY TEENS LIKE IT • Content is better. People are more selective in what they upload • The older generation hasn’t found it yet • No links, which mean they’re not constantly spammed by commercial interests • Feels more private. Teens use nicknames and it’s easy to untag yourself in photos you don’t like
  31. 31. 31 Instagram WHAT’S DIFFERENT? It’s a purely visual medium • Tell your brand story through images, not words • Need access to good, strong photography or video to attract and keep followers • You need to be religious about sticking to your brand message • You need to understand and use hashtags strategically
  32. 32. 32 Instagram WHO’S CRUSHING IT ON INSTAGRAM? ClifBar GoPro Camera Great Wolf Lodge Beautiful Wisconsin Wollersheim Wine
  33. 33. 33 More Resources Learn More Pinterest facebook/socialcaterpillar