NEW YORK AREAJEWISH TEEN PROGRAMS
SOCIAL MEDIA BOOT CAMP
Lisa ColtonChief Learning Officer, See3 Communications
President, Darim [email protected]
@lisacolton @darimonline @see3
Today’s Goals
• New rules of the marketing game
• Understand how audience insights matter
• Learn how to design for engagement
• Expand your toolbox
• Get clear on your priorities and next steps
Today’s Plan
• New rules of the game, esp for teens
• Audience clarification exercise
• LUNCH!
• Toolbox: Instagram and Snapchat
• Design with a ladder of engagement
• Social media audit and prioritizing
The Info
• Lisa Colton @lisacolton
• Miriam Brosseau @miriamjayne
• Slides: http://bit.ly/nyjewishteens1
Characteristics of Social Media
• Participatory: It blurs the line between producer and consumer, media and audience.
• Open and Democratic: It encourages comments, voting and sharing of information. For this reason it is seen as authentic and trustworthy.
• Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging.
• Communal: Supports formation, growth & strength of communities around a particular shared interest.
• Connected: Thrives on being connected, rather than being territorial and proprietary.
JCC of ManhattanShort format video
Great reach!
Great engagement!
Highly specific and relevant
earns attention
Social Content is Social Capital
• Social Capital is the value of connections between and among nodes in social networks.
• Content should be newsworthy, unique, controversial, timely immediately useful and/or funny.
• 12:1 ratio of
adding value.
Social Media Stats
-70% female
-30 million active users
-60% of users are under 24
-All mobile
-Highly personal “like text messaging”
-23% teens say it’s their favorite
-53% young adults use (83% in wealthy households)
-49% of users post daily
-200 million active users
-Growing FAST
-All mobile
-78% mobile use
-255 million active users
-Leans male
-46% tweet at least daily
-Wide user base, from professionals to teens
-High and increasing mobile use
-1.3 billion active users
-Leans female
-75% of engagement in first 5 hours
-Widest overall use, best for adults, most engagement
-Over 1billion active users
-2nd most popular search engine
-Oftenembedded content
-Reaches more young adults than any cable TV network
Marketing GoalsFirst, let’s get clear on
our marketing goals.
What are yours? For
example:
• Increase visibility
• Increase conversion
• Parent buy in
• Reach beyond
usual suspects
• # new registrations
• Increase quality of
applications
• What else?
Audiences MatterOne size does not fit all. Clarity on audiences
is essential for success. Impacts tools, tone,
and content. All else flows from here.
Who are your highest priority audiences?
http://therealtimereport.com/2014/04/11/social-networking-stats-teens-prefer-instagram-over-facebook-rltm-scoreboard/
If you’re
speaking directly
to teens,
you can’t ignore
Instagram.
Hashtags and Interaction
● choose your own
recognizable hashtag
● make use of popular hashtags
● put hashtags in the caption
and comments of your pics
● #dontoverdoit #please
#spamisntkosher
Instagram IRL
● Print Instagram photos for an art
show or fundraiser (there are
many tools to help you)
● “Report Live” using pics and
hashtags at an event, or
throughout the program
● See pics as puzzle pieces to
gradually reveal a larger image
Snapchat
Strategy● Users follow their friends.
Be a friend, not a brand or
the voice of a program.
● Cross-channel promotion is
key if you want to build your
following.
● Snapchat is a great way to
deepen relationships with
individuals and small groups.
Who are your influencers?
Share Your
SunriseWALKS Ex perience!
@Sunrise Day Camp
@SunriseDayCamp
@SunriseDayCamp
#SunriseWALKS
Choreograph In Advance
What steps do you need
to set up to help people
move up each rung? E.g:– Social sharing on your
website
– Capture emails on your
website
– Create sharable content
– Be personal and social
at the party!
• Make it easy!
• Anticipate steps.
• Guide people to
them.
• Use each action
as a step to the
next rung.
• Make it personal
and social, not
only informational.
• Think psychology!
Designing Your LadderAWARE INTEREST INTERACT ENGAGE EVANGELIZE
“Hmmm,
look at this”
“Mom, I’m
curious
about this”
“I’ve looked
at your site”
“I’m hanging
out, I’m
coming”
“Hey, you
should do
this with
me”
Sees in a
paper, on
FB, hears
from friend.
Forwards to
their teen,
talks to
other parent
Looks at
website for
cost, dates,
details
Likes page
on FB.
Submits
inquiry form
Tells other
parents
about it on
FB.
Hears from
a friend
Looks on
social
media for
cool factor
Follows Comment,
social
interaction
Shares
content,
tells friends
Hears from
you or thru
referral
Talks with
colleagues,
clicks thru
Follows,
emails,
responds
Asks
questions,
comments
Shares info
in their own
channels
Parents
Teens
Influencers
What are your steps, and how do you choreograph?
Think in Rungs
• Know your audiences and their rungs
• Be clear on what action steps look like.
• What will you do to support action at each
level?
• How can you set up (and maintain) your
channels to help scaffold this?
• What content, tone do you need?
• What staffing, personality to connect?
Audit: Let’s Look Deeper
• Website
• Searchability
• Social media
channels
• Social media
engagement
• Consistency
• Lisa Colton @lisacolton [email protected]
• Miriam Brosseau @miriamjayne [email protected]
• Org accounts: @see3 @darimonline
• Slides: http://bit.ly/nyjewishteens1