Marketing Webinar

Welcome!

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BSA and Social Media

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Nathan Johnson

BSA Public Relations

The Engagement Imperative

• The 100th anniversary changed everything.

• Media, and how Americans consume it, has changed.

• There are new expectations from and of the BSA and its leadership.

• The BSA can’t talk at people, but must engage them in a conversation.

• We will always communicate through the media, but new realities require a new framework of “Engagement.” It puts PR in a central position in both communications and business strategy. 

• We must share the BSA’s messages and originate stories while amplifying ideas, greater discussion, and action.

The Most Important Questions Anyone Will Ever Ask You About Social Media …

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Social Media Stats/Facts

• Over the past five years, the amount of time that people spend on social networks has doubled.

• Facebook now reaches 73 percent of the total U.S. Internet population each month.

• About 7.5 million active Facebook users are lying about their age -- they're younger than 13.

• The average age of a new Facebook user is approaching 40 years old.  The two fastest growing groups of Facebook users are adults ages 55 to 64 and 65-plus.

• Seventy-one percent of U.S. adults used video-sharing sites in May, compared to 66 percent a year earlier.

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Getting Started

• Facebook is a good place to start.– Free, easy to set up, simple to maintain

• You’ve got a Facebook account, now what? – Post a week’s worth of content (can be

events/articles/photos).

– Send out an e-mail to key people to have them “like” the page and encourage their networks to follow the page.

– Place a “Follow us on Facebook” link on the Council website that clicks through to the Facebook page.

– Consider including a “We’re on Facebook” note on e-newsletters as well as printed mailers.

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Gaining Momentum

• Content is king.– Consistency is key on social media – post

quality content regularly (but avoid over-posting)

– Vary the content type to keep it interesting.– Develop an editorial calendar and stockpile

stories to share.

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Engage Your Audience

• Transition to a true engagement model.– Ask your followers questions– Foster discussion about various issues on your

page

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Obligatory Famous Quote Slide

• “Good writers borrow. Great writers steal.” – T.S. Eliot (T.S. Eliot was NOT a noted expert at writing social media posts, but he was an expert at writing poetry)

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Some Councils You Should Follow

• Capitol Area Council https://www.facebook.com/CapitolAreaCouncil

• Mid America Council https://www.facebook.com/BSAMAC

• Denver Area Council https://www.facebook.com/DenverBoyScouts

• Northern Star Council https://www.facebook.com/NorthernStarBSA?sk=wall

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BSA Examples

• Viral Merit Badge Video from Northern Star Council: http://youtu.be/awxCwBr3H5Y

• Bryan on Scouting blog: http://blog.scoutingmagazine.org/2011/05/26/meet-the-team-behind-the-worlds-largest-merit-badge-mosaic/

• Embedded on Council Website: www.northernstarbsa.org/

• BSA Facebook post: https://www.facebook.com/?ref=logo#!/permalink.php?story_fbid=194704230586202&id=113441755297

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BSA Examples

• Summit Adventures in Service video series

– On Facebook: https://www.facebook.com/pages/Boy-Scouts-of-America/113441755297?sk=wall#!/video/video.php?v=981422085173

– On YouTube: http://youtu.be/yTkTYLMqCMM

– On a website: https://summit.scouting.org/en/Pages/AdventuresInService.aspx

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BSA Examples

• San Diego Union Tribune BSA Fit (ScoutStrong) story as post and as lead-in to larger program.

– Story:

http://www.signonsandiego.com/news/2011/may/27/boy-scouts-launch-healthy-living-initiative/

– Facebook post: https://www.facebook.com/pages/Boy-Scouts-of-America/113441755297?sk=wall#!/permalink.php?story_fbid=101871303239818&id=113441755297

– BSA Fit website: http://www.scouting.org/scoutsource/BSAFit.aspx

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Social Media Guidelines

• http://www.scouting.org/scoutsource/Marketing/Resources/SocialMedia.aspx

• Youth Protection

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Questions…

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Resources

Marketing Toolbox:

www.scouting.org/marketing

Marketing Hotline:

972-580-2239

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Thank You!