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Leveraging SoMe + Mobile in Christian Camping

Leveraging SoMe + Mobile in Christian Camping. 14 September, 2011. AGENDA. Social Media ROI Cycle SoMe + Mobile Future Tactics, Techniques and Procedures to Integrate SoMe + Mobile Why are we Here? Community Architecture 101 Community Management Questions / Discussion .

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Leveraging SoMe + Mobile in Christian Camping

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  1. Leveraging SoMe + Mobile in Christian Camping 14 September, 2011 #SoMe4CCCA - @DonCrow

  2. AGENDA • Social Media ROI Cycle • SoMe + Mobile Future • Tactics, Techniques and Procedures to Integrate SoMe + Mobile • Why are we Here? • Community Architecture 101 • Community Management • Questions / Discussion #SoMe4CCCA - @DonCrow

  3. Leveraging SoMe + Mobile in Christian Camping Social media roi cycle #SoMe4CCCA - @DonCrow

  4. Social Media ROI Cycle • Where most start, the Big 4 • Facebook • Twitter • Linkedin • YouTube • Results are We’re on Social Media • Should start with a careful analysis of target customers and markets #SoMe4CCCA - @DonCrow

  5. Social Media ROI Cycle • Beginning to add metrics, content creation and analysis • Results are Someone recommended / Liked us! • Should see more cohesion around Branding and Experience #SoMe4CCCA - @DonCrow

  6. Social Media ROI Cycle • Most organizations are stuck in Stage 1 and/or 2 • Stage 3 is the result of a strategic blend of: • Content creation • Lead conversion • Measurements, Test & Learn • Conversations become about Camper Lifetime Value • Results are New Camps and Repeat Campers #SoMe4CCCA - @DonCrow

  7. Leveraging SoMe + Mobile in Christian Camping Social media + mobile future #SoMe4CCCA - @DonCrow

  8. SoMe + Mobile Future #SoMe4CCCA - @DonCrow

  9. SoMe + Mobile Future #SoMe4CCCA - @DonCrow

  10. SoMe + Mobile Future #SoMe4CCCA - @DonCrow

  11. SoMe + Mobile Future #SoMe4CCCA - @DonCrow

  12. SoMe + Mobile Future Tablets create a richer, more personal, search experience #SoMe4CCCA - @DonCrow

  13. SoMe + Mobile Future 25% of all online time is now spent on a Social Network #SoMe4CCCA - @DonCrow

  14. SoMe + Mobile Future #SoMe4CCCA - @DonCrow

  15. SoMe + Mobile Future #SoMe4CCCA - @DonCrow

  16. SoMe + Mobile Future • You can get in front of • Decision Makers • Attendees • Family & Friends of Attendees • Community Surrounding All of the Above • How? • Content: You’ve got the Ultimate Reference Book • Context: You’ve got starving campers (who have friends that may not know they’re starving) #SoMe4CCCA - @DonCrow

  17. LeverageingSoMe + Mobile in Christian Camping Tactics, techniques and procedures #SoMe4CCCA - @DonCrow

  18. TTP: Why are we Here? #SoMe4CCCA - @DonCrow

  19. TTP: Why are we Here? Sales & Marketing 1.0 • Traditional Marketing • Direct Mail • Print Advertising • TV, Trade Shows • Sales Force • Cold Calling • Prospecting • Close • Meetings • Travel Revenue #SoMe4CCCA - @DonCrow

  20. TTP: Why are we Here? Sales & Marketing 3.0 Social Media • Digital Marketing • Traffic generation • Online Presence • Engaging Content/Bait • Prospect Capture Your Content • Digital Lead Management • Lead Bait & Capture • Nurturing, Sales Tools • Next Steps, Calls to Action Your Website Your Revenue • Digital Conversion • Lead Capture, Next Steps • Calls to Action, Contact • Sales Alerts, Follow Up #SoMe4CCCA - @DonCrow

  21. TTP: Why are we Here? 78% of us trust Peer Recommendations (Word of Mouth) Increasingly Social Media is Word of Mouth Marketing #SoMe4CCCA - @DonCrow

  22. TTP: Why are we Here? 14% of us trust Ads (Traditional Media) #SoMe4CCCA - @DonCrow

  23. Community Architecture 101 Mobile Site Website The Sweet Spot? May find more engagement via Facebook and Website

  24. Community Architecture 101 "With the website at the core of your marketing strategy, you can track effectiveness, centralize branding and cost-effectively develop ongoing conversations” • Consider a mobile site • Optimize for Search traffic – links, links, links • Empathize with the user! • Set up analytics and track the metrics most important to your camp / venue goals • Get ready to accept registrations AND donations #SoMe4CCCA - @DonCrow

  25. Community Architecture 101 #SoMe4CCCA - @DonCrow

  26. Community Management “YouTube is Times Square on New Years Eve – a place where its hard to break through, but if you do, a lot of people will see you ” • Good won’t hurt you - Great sets you apart • Your videos are “bragging” - Others telling your story are “testimonials” • Encourage user created and submitted videos • Tweet: Shared via Twitter +6 views • Linkedin: “Letters to the Editor” • Facebook: Set to become 2nd behind YouTube #SoMe4CCCA - @DonCrow

  27. Community Management “Linkedinis a Trade Show – a slightly more formal place to meet other business professionals and connect with them.” • Create Personal Profile (Individuals), Company Profile (Organization) • Get everyone in your organization consistent (links & summary) • The place to establish yourself as a SME • Join Groups – Participate • Answer Q & A – Participate #SoMe4CCCA - @DonCrow

  28. Community Management “Twitter is like a Text Message with a BCC: To The World” • Create Org and Individual Twitter Accounts • Users ^@_______ by posts • Follow relevant Tweople • tweet.grader.com • klout.com • search.twitter.com • Spread out – more likely to gain followers as relevance is achieved #SoMe4CCCA - @DonCrow

  29. Community Management “The qualities that make Twitter seem inane and half-baked are what makes it so powerful” – Jonathan Zittrain • Hashtags! #SoMe4CCCA • Vary the headline, recycle the link • Announce speakers, venues, promotions [80/20] • Hootsuite / Tweetdeck are great productivity tools (search and broadcast) #SoMe4CCCA - @DonCrow

  30. Community Management “Facebook is like a neighborhood park – an informal place to talk casually with people and get to know them on a more personal basis” • Page not a Profile • Promote via Facebook Ads • Take advantage of image space • Custom tabs increase “Like” from 10% to 40% • 90% will not return to your page • What’s in it for me? • Utilize Polls and Questions #SoMe4CCCA - @DonCrow

  31. Community Management “Facebook is a social platform and therefore our first and foremost purpose is to develop relationships with people” • Pictures and Video – TAG, You’re It! • “Like Box” for your website and blog • Add facebook icon to offline materials • Promote those who help you – brands, vendors and organizations • Monetize via facebook apps • Respond to wall posts #SoMe4CCCA - @DonCrow

  32. Community Management What do I do with all these “Likers”? • Distinguish between active and passive • Identify key influencers through tasks • Segment influencers by your ultimate goal • Create a meaningful experience (82% of attendees talking 6 months later) • Continue to engage remaining Likers (fans) #SoMe4CCCA - @DonCrow

  33. Community Management • Location based “games” and services are growing! • Check-ins extend to Facebook, Twitter and Foursquare friend feeds • Place foursquare venue name on tabletops, displays, buildings…. • Offer check-in specials #SoMe4CCCA - @DonCrow

  34. Community Management: Closing • KISS • Get Them Aware • Get On Their Calendars • Get Them to Fill the Beds • Test and Learn • Earn Trust • Not about the Pitch • It’s the Relationship #SoMe4CCCA - @DonCrow

  35. Discussion Time! Don@VergePipeMedia.com 334.740.0042 #SoMe4CCCA - @DonCrow

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