NY Jewish Teen Program Social Media Boot Camp: Summer Planning
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This document provides guidance on leveraging social media during a summer program to promote engagement and marketing for the following year. It recommends focusing social media efforts on target audiences like current and past participants and their parents. Suggested tactics include using images and video to show the program experience, encouraging participants to share using program hashtags, playing games to generate engagement, and linking social media content back to the program website to grow the mailing list for next year. The goal is to get people who have a need for the program to know, like, and trust it through social media interactions over the summer.
NY Jewish Teen Program Social Media Boot Camp: Summer Planning
- 1. SUMMER LOVIN’ Leveraging Social Media During Your Summer Program For Marketing and Engagement for Next Year Lisa Colton June 8, 2015
- 2. MARKETING IS… GETTING SOMEONE WHO HAS A NEED TO KNOW, LIKE & TRUST YOU
- 3. MARKETING IS… GETTING SOMEONE WHO HAS A NEED TO KNOW, LIKE & TRUST YOU What do you now know about what know, like and trust means?
- 4. What is their NEED? MATCH IT WITH YOUR UNIQUE OFFERING. HOW DO YOU MESSAGE THAT EQUATION?
- 5. FOCUS ON TARGET AUDIENCES • Who is your ideal participant? • How will you reach them? • What is their need? • How will they trust you?
- 6. #1 HOW TO REACH THEM 1. Participant networks 2. Parent networks 3. Referral networks
- 7. Parent networks What are the key stories you want parents to tell to their friends? – Building maturity while having fun – Resume building – Empathy/social action – A real SUMMER (outside, relax) – Structured (safe) independence
- 8. Participant networks • What content and opportunities do participants want to share? • How can you make sure your name is associated with their amazing experience? • Encourage them to use your hashtag because you’ll regram some of them. Maybe you want to offer an end-of-summer (or weekly) prize to the best Instagram images shared?
- 9. Referral networks If any of your participants came from there, tag them in a post about that teen sometime in the summer to get their attention. Make a checklist! Follow schools, youth groups, other programs that might refer teens to you next year. What do they need to know, feel, do?
- 10. #2 Make it come to life 1. SHOW, don’t tell – images, videos 2. STORIES (about participants, and intention) 3. Content that’s SHARABLE Not just “this is what I did”, but “this is how it felt, and this is why it matters.”
- 11. Pictures and video > than words • Use Vine and Instagram video. Really! Can be short and fun, or really focused. • Consider handing over the keys of the official account to participants to create and curate content for a day through their eyes. • Add a role for the program to have someone do “day in the life” videos. Teens have skills!
- 12. Get ready, BE present • If you’re not already established on Twitter, Instagram – do it NOW! • Google+ and YouTube are great for search engine optimization. Add content there if you have bandwidth.
- 13. Hashtags and usernames Put on EVERYTHING – handouts, paperwork, signage. Get participants using your name everywhere. Share Your SunriseWALKS Ex perience! @Sunrise Day Cam p @SunriseDayCam p @SunriseDayCam p #SunriseWALKS
- 14. #Hashtags and @Usernames Tip: Follow people in your program. When they talk about (and mention) you, follow them! What are they talking about and sharing? Offer more of that to help them share more. Tip: Offer usernames (Twitter, Instagram) of other staff and collaborating orgs if they are willing to be mentioned. Make it personal!
- 15. Ask Questions • Engagement is still the name of the game. Who is listening to you and how can you engage them? • Ask questions around the lessons and messages you want to amplify. (Remember your audiences) E.g. – What was the most profound summer experience you had as a teen? – Who are you still in touch with that you met during a summer experience? (encourage people to tag those friends!) – What was the most important lesson you learned in an internship? – Thank a camper – who invited you to be part of a Jewish summer experience? (tag them!)
- 16. Play Games • Throwback Thursday – can teens working with elderly ask to see photos of them in their youth and post about those throwbacks? • Trivia – what are your teens learning that you could ask of the wider community? • Photo caption – interesting photos that show something about your messaging or are a close up and pique interest • Have participants create Snapchat Stories (e.g. “A day in the life”)
- 17. Expectations Be clear about media expectations with participants. You WANT them sharing, but be clear on what’s encouraged, what’s sensitive, and what’s out of bounds.
- 18. Connect it Back • If your goal is to engage more people next year, you want to connect back to your website. • Have a form to get on the mailing list. Make it a really easy, “we aren’t going to hound you”, form. • If you have a blog, that’s a great place to link back for longer story telling. Have a link on EVERY BLOG POST to fill out that form to learn about next year’s program.
- 19. THE GOAL: GETTING SOMEONE WHO HAS A NEED TO KNOW, LIKE & TRUST YOU. 1.See and build awareness 2.Like and follow you 3.Sign up for your enewsletter/info 4.Share with their networks
- 20. Present Experience + Future Thinking
- 21. HAVE FUN THIS SUMMER! CALL (or text or tweet) US WITH ANY QUESTIONS or for SUPPORT! Lisa Colton @lisacolton [email protected]