Introduction to Social Media Marketing & Branding

Today’s Goals

● Make your social media lives

and jobs EASIER

● Share tips and tools that are

useful specifically for your

industry

● We have fun!

Outline

● Content creation○ Writing, images, video, planning

and scheduling, and branding

● Increasing visibility○ Using settings, paid advertising,

stories, community engagement

● Your four things

● Q & A

Four things you will take away:

1. How to create more engaging

content

2. How to save some time on

your social media

3. Tools and tricks to gain

visibility to your followers and

community

4. Online tools you can use

Are you a marketing unicorn?

You wear many ‘hats’ in your organization, you’re running programs, you’re doing

budgets and scheduling, administration, planning, and...

...you have to knock it out of the park on social media.

Whether you have 50 people you’re trying to reach or 50,000

That Good Content_________

Writing

Above all else: do BLUF

● BLUF = Bottom Line Up Front

● In one or two sentences at the top of an email or post, say exactly what you

mean and what you are asking of them.

● Don’t bury the lead

● The world is full of information overload, make it easy for people

The writing

● DO NOT YELL AT PEOPLE IN ALL CAPS UNLESS YOU’RE ACTUALLY YELLING

AT THEM

● Write in an easy conversational tone

● Keep info above the cut-off line

● Using spacing and line breaks intentionally

● Use emojis

Imagery

It’s hip to be square…(sorry)

Photos with faces are 38% more likely to receive likes and 32% more likely to receive comments

Definitely Do and Definitely Don’t

● Do: resize posters and images

Do

Do

Don’t: post large posters/letters/text blocks

Refrain from stock photography for people

How to take better photos on your phone

https://arcasadvertising.com/blog/iphone-photography-part-1

Do: Brainstorm, borrow & follow

Set 10 minutes aside every Monday or Friday to brainstorm some posts with co-

workers

Follow other parks and rec industry places outside of SK to get ideas; we followed

places in the maritimes and we also found this:

https://blog.perfectmind.com/5-most-engaging-parks-and-recreation-groups-in-america

https://blog.perfectmind.com/5-most-engaging-parks-and-recreation-groups-in-america

Example Announcement about upcomingfree skating time

Videos

Video content is preferred

Put your face out there

“There aren't a lot of introverts in our industry…”

- Christian Bates-Hardy

Users watch 85% of Facebook videos without sound

sproutsocial.com/insights/facebook-stats-for-marketers

https://sproutsocial.com/insights/facebook-stats-for-marketers/

Of captioning

Square Facebook videos get 35% more views

than landscape videos

sproutsocial.com/insights/facebook-stats-for-marketers

https://sproutsocial.com/insights/facebook-stats-for-marketers/

Easy video content

● Timelapses

● Slow motion

● Boomerangs

● Panning of a crowd

● TELL PEOPLE THINGS

WITHOUT YOUR FACE

Branding & Consistency

Branding consistency consists of:

● Colour

● Image treatment and types of images

● Fonts across the images you use

● Logo usage

● Voice and tone of the words

● Cover and profile images

About 11 times

Branding and boredom

Northern Sport, Culture & Recreation District

Poll #2

Planning & Scheduling

Using a Calendar

Scheduling Tools

● Schedule content days, weeks,

months in advance

● Avoid having to remember to

post

● Save yourself some time!

Scheduling right in Facebook

Increasing Visibility_________

People are usingsocial media passively

- Hootsuite Social Trends 2021

Facebook & Instagram Demographics

● Usage by all ages● Decrease in usage by people under 30● Low uptake by people under 18● Highest increase in use by folks over 65● Skews slightly female

● Most users are between 18-49● Users who were in their early 20s when

Instagram started are now in their early 30s● Also skews slightly female

On Facebook

On average on 2-10% of a page’s

audience is being reached with

each post.

● Like / follow / share settings

● Paid promotion

● Facebook groups and engaging

in other pages/spaces

Like & Follow Settings

Paid Promotion

Facebook Groups

You can join Facebook Groups as a

page and interact as your page on

the group.

● Ex/ you are having an event,

you can post about it in a group

● You can then also use post

features, like polls and asking

for recommendations in your

group postings.

Engaging with the community

● Share information from

communities within your

recreational area

● Share photos of people

participating in your events,

even if it’s a shot of a computer

screen (FOMO)

● Tag people and groups in the

posts that you create

On Instagram

● Using stories○ And their features

● Sharing posts to stories

● Resharing content from others

in stories

● Using tags and hashtags

Using Tags

● Hashtags, keep them simple,

but include ones for your

location or activity

● Location tags - USE THEM

● Tag people, organizations, or

businesses in your posts and

stories

What You Can Do in the Next Week

In the next week

● Shoot your first video

● Plan your content for the next week

● Try Canva

● Join a Facebook Group in your community

● Do an Instagram story

Four things:

1. How to create more engaging

content

2. How to save some time on

your social media

3. Tools and tricks to gain

visibility to your followers and

community

4. Online tools you can use

Poll #3

6ft

Q & A