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: