Social media is a key element of every online marketing campaign. This presentation is an overview of where social media fits into your marketing campaign with tips on increasing engagement on Facebook and twitter. Originally presented at the Ontario Camps Association (OCA) conference, January 26, 2012 in Toronto. By Agnes Stawicki @AgnesStawicki on behalf of @OurKidsNet.

1. Social Media Marketing
For Summer Camps

2. The Online Population
Do you know what’s happening?
North America’s online population is
highest in the world (78%).
Google is the #1 search engine
80% of online activity begins with a search engine
Everything begins with a keyword
17+ million Facebook users in Canada
9.7 million aged 34 to 55
3.9 million aged 16 or under
SOURCES: InternetWorldStats.com, November 2011
Facebook, January 2012

3. The Online Population
Do you know what’s happening?
Google it
Look for third party
comments and referrals
“
I
can’t
explain
it—it’s
just
a
funny
feeling
that
I’m
being
Googled.” Research complaints, staff,
owners, partners...etc.

4. Internet Marketing Strategy
SEO is only one part of your online marketing
1. Listen
2. Keyword strategy
3. Optimize your website
4. Promote content via social media
5. Convert site traffic into leads
6. Nurture leads with email marketing
7. Be mobile friendly
8. Analyze and refine

5. Before you start
analytics.google.com
Visitor types
locations
top pages viewed
converting pages
referral sites
referral quality

6. Social Media Marketing
What to expect today
1. Search engine changes
2. Keyword identification
3. Basic SEO
4. Social media map
5. Analytics
6. Easy social media checklists

7. Google is always changing
Do you know what’s happening?
Website previews prior to clicking
Personalized results...there is no ‘norm’
(Search, Plus Your World)
Real time results and priority for new content
More prominent ‘Google Places’ results

8. Google Places
Google Places
9

9. Identify Keywords
You can only find what you search for
Know what your target market ‘searches’ for
(think like the consumer)
Qualify keywords based on volume, relevance and
competition
Consider return on investment associated
with each keyword (quality over quantity)

10. Identify Keywords
adwords.google.com
trends.google.com
- annual trends
- competition
- monthly searches
- related phrases

11. Basic SEO
Where do your keywords go?
URL: add keywords specific to that page
Page Title: include keywords, 66 characters
Description: keyword heavy, 160 characters
ABC Summer Camp is an overnight camp in Gravenhurst, Ontario. Offering adventure, arts,
and sports programs it is regarded as one of the best camps for kids in the Muskoka Area.
Keywords: 1 to 5 keywords per page separated
by commas
Content: Useful and original content is King!

12. Basic SEO
Build your authority
The number of quality links pointing to your
site is the most important element of SEO,
and social networks are the new ‘backlinks’.
Number of backlinks
Quality of backlinks
Anchor text

13. Social Media Marketing
We can no longer ignore it

14. Our Kids Social Network
@ourkidsnet

15. Social Media Landscape
Build your authority
Blog: Develop great content
Twitter: Showcase your expertise
Facebook: Extend your camp community online
LinkedIn: Connect with alumni & parents
YouTube/Vimeo: Build excitement, calm anxiety

16. Listen to the discussion

17. Listen to the discussion
Tools to help you filter the chatter
See if your brand name is available on 160 networks
Searches twitter by keyword
x
Search web, blogs, forums by keyword
x
Set up alerts for your brand/keywords on social sites

18. Blog
Create great content
55% more website visitors for companies
that blog
79% more twitter followers
companies that also have a blog
SOURCE: Data from 1,500 small businesses (bit.ly/XDkQV)

19. Blog
Inbound content strategy
Think like the consumer. Answer their questions.
Start with your FAQ’s
Engage your staff, campers, parents
Share interesting research and articles
Include a call to action
Can’t commit?
Guest blog on other websites

20. Blog
Inbound content strategy
Monthly content strategy for your blog
2 FAQ answers
1 photo/video of the month
1 news article
1 camp announcement

21. Twitter
Showcase your expertise
The Power:
Network
Form new relationships
Spread awareness
Share knowledge
Customer service
Engage customers

22. Are you listening

23. Twitter
How to make it effective
Shorter tweets have higher CTR
Answer all @mentions
Engage in #chats and with influential ‘tweeters’
Build trust, then promote

24. Facebook
Stay connected with your camp community
The Power:
Year-round contact
Reaching friends of friends
Social recommendations

25. Facebook
How to make is successful
Title
Photo
Username
Bio
Landing Page
Contests

26. Facebook
How to increase engagement
Posts: < 80 characters have 27% higher CTR
Engagement 3x higher when full URLs used
20% higher engagement when outside business hours
Thursday and Friday show 18% increase
SOURCES: Buddy Media 2011

27. Facebook
Tell people what you want them to do
SOURCES: Buddy Media 2011

28. Facebook
Tips and tricks
Use @mentions
Contests:
Check how your website ‘shares’
Continuously monitor and use what works

29. Facebook
Insights
Read this

30. Facebook
Example content strategy
Monday: 3rd party article, video..
Tuesday: Photo or video of the week (camp)
Wednesday: Your own blog post
Thursday: 3rd party article, video..
Friday: Photo or post (what are you working on)
Saturday: Fan of the week (highlight someone)
Sunday: Quote, Tip...

31. Case Study

32. Track your success
Quality | Quantity | Conversion
Know how campaign is performing
Getting people to your website is only step #1
Expand on your best pages, and work on
improving underachieving pages
- Traffic (or visitors)
- Source (search, direct, referral)
- Visitor type (new, returning)
- Pages/visit
- Time on site
- Popular keywords x
- Location How
do
visitors
find,
navigate
&
convert?
- Bounce Rate

33. Social Media Calendar
Daily (30 minutes)
1. Respond to any questions or comments received
2. Engage with 2 comments per social network
3. Post 1 new facebook item, photo, tip or quote to facebook
Weekly (2 hours)
1. Review success from last week (what generated engagement)
2. Scan web for related chatter and articles about you (Google Alerts)
3. Schedule 3 tweets per day (hootsuite or similar)
4. Add a new article to your blog or website

34. 5 Point Checklist
Before you send
1. Did I use the appropriate language for this network?
2. Can I add any SEO keywords?
3. Are there @mentions or #tags I can include?
4. Is it time to add a request (Like, Share, RT)?
5. Do I have any spelling errors?

35. Conversion Optimization
Working with what you have
SEO and Social Media are not only about
increasing traffic.
You want targeted visitors that convert into
quality leads on your website.
400 at 25% = 1000 at 10%

36. Social Media Marketing
For Summer Camps
@OurKidsNet @AgnesStawicki
Facebook.com/OurKidsNet
YouTube.com/OurKidsNet
agnes@ourkids.net 1.877.272.1845 x31