effectively communicating scouting in the digital age may 22, 2008
TRANSCRIPT
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Effectively Communicating Scouting in the Digital Age
May 22, 2008
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Who is this guy?► Paul Herring
• Sr. Vice-President with Fleishman-Hillard
• Digital practice leader
• 15 years of online communications experience with Fortune 500 companies
• Youth leader (soccer, Sunday school)
• Future scout leader
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Agenda► Charting a course
► What could be
► “Switched on” Scouts
► Tools that you can use
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Charting a courseCommunication strategy in a digital age
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Charting a course
Audience
Goals
Best Practices
EffectiveCommunication
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Charting a course - Goals► Types of communication
• Within the troop• Between troops• To future scouts
► Character of the communication• Consistent with the mission• Effective in reach• Efficient in content• Motivate to action
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Charting a course - Audiences
Parents
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Charting a course - Audience► Parents
• More time dedicated to work
• Often “leashed” to their work
• Just less than half are single parents led by moms
• Most are accessing internet at work
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Charting a course - Audience► Parents typical internet use
• 52% of internet users are checking email
• 30% are there “just to have fun”
• 38% are doing research via a search engine
• 31% are reading news online
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Charting a course - Audiences
Teens
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Charting a course - Audience
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Charting a course - Audience
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Charting a course - Audience
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Charting a course - Audiences
Tweens
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Charting a course - Audience► Don’t forget the tweens
• 8 – 12 year olds
• Never new life before active use of cell phones and the web
• Spend less time surfing than older boys
• 35% own a mobile phone
• 70% use the Internet for gaming
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Charting a course – Best Practices
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Charting a course – Best Practices
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Charting a course – Best Practices
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What could beHow scouting could work in this new age
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What could be
ScoutingPictures
ScoutingVideos
ScoutingStories
VideoChannels
Troops OnlineHome
PhotoSites
SocialNetworks
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What could be
ScoutingExperts
Troops OnlineHome
Scouts inother areas
ScoutingLeadership
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What could be► BSA Online Guidelines
• Don’t post scouts full names, especially those under 13
• Be careful who your “friends” are
• Supervise scout activities online
• Learn the tools yourself
• Keep consistent with the scouting tradition
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Switched on scoutsScouts that are doing it right
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Switched on Scouts
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Switched on Scouts
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Switched on Scouts
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Switched on Scouts
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Switched on Scouts
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Switched on Scouts
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Switched on Scouts
Tom Baker, Circle 10 President
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Circle Ten CouncilDallas, Texas
Poptober Email Newsletters
Tom BakerCouncil President
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Success in Popcorn Sales
• 2006 — $3.4 million in sales—14% increase over 2005
• 2007—$3.7 million in sales
—a 7.1% increase over 2006
• Goal for 2008—$3.95 million
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Success in Popcorn Sales• Popcorn “Kernels” are a
key link in communicating details.
• They engage and motivate Scout sales force.
• Their buy-in and support is important.
• Effective communication with them is essential.
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• Historically council used email, meetings, web, mail, fax and telephone.
• We needed a more effective tool suited to the needs of our kernels (aka our target audience/user)
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Poptober Email Newsletter
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Poptober Email Newsletter
Content was designed to be informative and useful to Kernels:
•Key Dates and deadlines•Information on Incentives•Surveys•Promotions•Downloadable forms•Hints and tips•Motivational stories•Contact Information
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Poptober Email Newsletter
Details
• All content and graphics developed in-house
• E-mailed to 654 kernels 4 times during the sale
• Circle Ten uses Kintera for email and web (for the council’s regular e-newsletter)
• Other online email software products include Constant Contact, Double Knot
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Positive Results
• $3.7 million in sales during 2007… a 7.1 % increase over the previous year.
• Kernels want even more.
• We will start emailing even earlier this year.
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Benefits of Email Newsletters
• Cost-effective
• Regular Communications keep your messages in front of customers
• It’s not spam…this is content our leaders want and need.
• Provide important information such as deadlines hints and tips.
• Easy to target audiences with specific content
• Relatively simple to produce
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E-Newsletters in Development
100th Anniversary Newsletter – for volunteers.
Circle of Faith – an electronic newsletter designed to meet the needs of chartered organizations, including churches and organizations.
Leader’s Circle – an electronic newsletter for CEOs and business leaders who support Scouting.
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Download this presentation
To download this presentation, and copies of the Poptober E-newsletters go to
www.circle10.org/popcornnewsletter
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Thank You!
To
Circle Ten CouncilMaking Our Country Better, One Man at a Time.
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Tools that you can useNew online tools created by headquarters
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Tools that you can use
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Tools that you can use
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Tools that you can use
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Tools that you can use
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Questions?
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Suggested Color Palette
Solid Fills
Gradient Fills