timber lake camp: social media
Post on 22-Jan-2017
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Create a strategic social media campaign that allows us to engage with our families throughout the year.
Discover what our competitors are doing and where we can fit into this market
Maintain relevance through real time and lifestyle postings
Refine our target audience and find out their interests and habits
Looking at our competitors social media sites, we found their SWOT analysis.
We looked at our Social media sites to do or own SWOT Analysis
Strengths ● Engaging consumers● Knowing which social media to target at
specific times● Having a hashtag besides the name of
the camp● Engaging content● Contests ● prizes● A lot of followers and likes per posts ● Call to action
Weaknesses ● Nothing too engaging● No posts on certain social media sites ● Nothing leading up to camp starting ● No captions on uploads● Only video uploads during the summer● Too many posts per day ● Nothing viral besides their own camp
information
Opportunities ● They can start targeting the campers
better than we could● They have a good fan base just as we
do, so they have the opportunity to take the lead in engaging their campers
● Knowing which times to post on what social media
Threats ● Some competitors haven’t posted for 2
years● Posting things that are not engaging● Not hiring a social media team that can
dedicate their time to research what they can do to expand their media platforms
Strengths ● People are willing to like and comment on our
posts○ Camp t-shirt day
● We have a lot of followers on all social media sites
● Other posts of articles, etc. are successful
Weaknesses● No engaging posts● No consistent postings throughout the year ● Exclusive pictures of a few events throughout
the year with random kids are not engaging for the whole following base
○ On Facebook● No real target in mind when making posts● No call to action● No hashtag
Opportunities ● People are willing to like and comment on our
posts● We can have engaging content not involving
camp and people will like and share it● We can create a steady hashtag● We can target children/ workers during the off
season(pontiac is trying)● Starting a new campaign for the kids when
camp is over
Threats ● If we aren’t consistent enough, we could
continue falling behind in the social media world
● Our competitors have hashtags already● If we don’t have a steady target, we can lose
our brand image to our followers● Not promoting the social media sites during
camp, to get a bigger following
Age: 32
Graduated from college and used to work, but is now a stay at home mom
Enjoys secretly competing with other parents and prides herself on her motherly duties
She enjoys bragging on social media about her accomplishments just as much as she likes reading about others
She feels a little empty when the kids are away at camp, so she really enjoys seeing her children on social media sites so that she can feel closer to them, and of course brag about the pictures she can share
Age: 13-16 (Varies)
In high school and very social
Knows all about the latest pop culture and enjoys all of her latest Apple technologies
She has all of the popular social media apps and is very active on each. She enjoys sharing content and would rather comment and like something that she can relate to
Her and her friends know about any and everything that involves their friends through social media watching. They enjoy sharing the latest gossip they heard about or saw on social media
Employees are 8x more likely to have engagement when talking about the camp then we do posting it on our site
Followers spend 30% more time looking at a posts that involves their lifestyles
Curated content gets 33% more clicks than original content and links
33% of Iphone users are willing to try the Ad pop-up blocker on their phones
it's 5-7 times more expensive to acquire a new customer than it is to keep a current one
70% of Twitter users expect a response from brands they reach out to, and 53% want a response in less than an hour.”
Posts with images get 650% more engagement from followers than text only posts
84% of posts will have visuals with it in 2018
In 2011, people spend 20 minutes a day watching videos, now it is 5.5 hours a day
GIFs and Cinemagraphs get 60% more engagement than static images
● 72% of all internet users use it
● 70% of white, non-hispanic
● 79% 30-49
● 64% 50-64
● 72% college+
● 78% make 75,000k+
● 70% of users check facebook daily
● 21% check it weekly
● 28% of all internet users use it
● 21% white, non-hispanic
● 55% are 18-29
● 28% are 30-49
● 11% are 50-64
● 26% are 75k+
● 59% check theirs daily
● 17% check it weekly
● 23% of all internet users
● 20% of white, non-hispanic
● 32% are 18-29
● 29% are 30-49
● 13% are 50-64
● 27% college+
● 26% make 75k+
● 27% check it daily
● 28% check it weekly
The target audience is parents wanting to know what their children are doing while they are away
We should focus on Twitter and Facebook because those are what our “parent” target prefers
No other competitors focus on engaging the campers and staff● Shifting our focus
from parents in the summer to campers in the winter/fall
Timberlake values themselves on family, virtue, integrity, etc. so, we need to stay a part of the family (or campers/ counselors lives) by engaging with them about their interests
We need to have contests, and follow up with who the winner is and what is next to come● When we promote, we
need to create a few memes/ promotions per contest
Instagram and facebook:● should be used heavily during the winter and fall
seasons to engage our campers and counselors.Twitter:
● can be used for immediate updates and real time conversations/ complaints Find ambassadors!
● Find supportive popular Timberlake fans that we can give money/gifts to for supporting and sharing our content
Use a call to action ● always. Don't assume your mobile readers know
what next step to take. Be clear and concise when asking them to click, like, share, retweet or comment.
Engaging consumers ● whether through posts with our content,
or content that’s trending at that time
More Videos/ pictures:● micro videos, pictures, links, and gif videos
to share for a bigger chance of likes
When checking the success of our social media, we shouldn’t check for how many likes or followers we have
a. Followers could not be active on our site, so the amount does not matter
b. The amount of likes does not matter either because some people like things just to like, some even pay for likes
To determine the success of our social media we should use:
a. Engagement and response rates
b. Influencers talking about the brand
Keyword analytics /SEO (Search engine optimization)
● Specific words that people search when trying to find your business
○ Hashtags can be good for this○ The more people that google our
site, share our social media content, and go to our web page, the higher our site pops up on google for free
■ Even facebook content and reviews can end up at the top of google searches
Once you go to Timber Lake, We are a part of your family and you become a part of ours ● So let us be with you
if not physically, then virtually
Hash-tagging and uploading the 2016 video summary of the summer will kick off the campaign
● Letting people wonder What's Next?
● Then expanding it for the kids during the off season
We want to stay engaged with the our community ● By posting things
that they are interested in
1. Gain more followers/ create more engagement
2. Connecting daily/big activities & events to the everyday lives of the counselors/ parents/ campers
3. Go through the holidays and pick ones that correlate with camp
Through
● Contests/ mini campaigns● Countdown until camp starts for
next time● Having kids answer random
questions about holidays,etcInterviews
GRITStarfish storiesSpecific holidays
A day as a camper/ counselor
Weekly hashtags MCMWCWTBTTransformation TuesdayDIYTriviaDid you knowPost a pic and ask our
followers to caption it
The posts we make should be able to be repeated throughout the months:
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