SOCIAL MEDIA MARKETING STRATEGY · 2020. 1. 22. · social media marketing strategy bryson city outdoors prepared by: spencer hemingway, kate swartwout, immanuel wilder marshall beaty,

SOCIALMEDIAMARKETINGSTRATEGY

BRYSONCITYOUTDOORS

PREPAREDBY:SPENCERHEMINGWAY,KATESWARTWOUT,IMMANUELWILDER

MARSHALLBEATY,EMILYCASTRO&AUSTINPHILLIPS

FALL,2019

BrysonCityOutdoors 1

TABLEOFCONTENTS

SOCIALLISTENINGSTRATEGY………………………………………………………………………………………………………………..2

BASELINEAUDIT……………………………………………………………….………………………………………………………3

STEPBYSTEPSOCIALLISTENINGGUIDE……………………………………………………………………………..…..20

BASELINEKEYWORDS……………………………………………………………………………………………………………..25

CONTENTSTRATEGY…………………………………………………………………………………………………………………….……..29

6-MONTHPUBLICATIONSCHEDULE…………………………………………………………………………………….….30

CONTENTREPOSITORY………………………………………………………………………………………………..………….35

STEPBYSTEPCONTENTCREATIONGUIDE……………………………………………………………………………...48

WEBSITERECOMMENDATIONS……………………………………………………………..………………………………………......63

SEORECOMMENDATIONS……………………………………………………………………………………………………...64

WEBSITEANDCODEAUDIT…………………………………………………………………………………………………….66

CONTENTKEYWORDOPTIMIZATION……………………………………………………………………………………...72

WEBSITEUSABILITYAUDIT……………………………………………………………………………………………………..77

SOCIALMEDIADISTRIBUTIONPLAN…………………………………………………………………………………………………….84

DISTRIBUTIONPLAN……………………………………………………………………………………………………………….85

STEPBYSTEPDISTRIBUTIONGUIDE………………………………………………………………………………………..89

OBJECTIVES…………………………………………………………………………………………………………………………..101

CONCLUSION………………………………………………………………………………………………………………………………..…..104


BRYSONCITYOUTDOORS

SOCIALLISTENINGSTRATEGYBRYSONCITYOUTDOORS


SOCIALLISTENINGSTRATEGYOVERVIEW:

ThepurposeofthissecXonistoanalyze,record,andpresenttheonlineconversaXonsthatreflectpeople’sthoughtsandreacXonsaboutBCOutdoors.BelowyouwillfindthreeseparatesecXons.ThefirstsecXonisthebaselineaudit.Theauditisseparatedintothreeparts:brand/businessconversaXons,industryinsights,andcompeXtorconversaXons.ThissecXonshowcasesexamplesofwhatwasfoundthroughsociallisteningandispresentedthroughcaseexamples.

SecXon2isstep-by-stepguidetoeffecXvesociallistening.ThissecXonfeaturesanoverviewofpreparaXontacXcs,anexplanaXononhowtolisten,wheretolisten,whattolistenforaswellaswhoshouldbedoingthelisteningandhowfrequently.ThissecXonwillbrieflyhighlightpracXcesusedforthisauditandofferaroadmapthatcanbeusedasanoutlineforconXnuedsociallistening.

Lastly,secXon3isallaboutthekeywordsusedforsociallistening.ThissecXonwillhighlightsomeofthemostusefulkeywordsforresearchbasedonvolume,CPC(CostPerClick),andpaid+SEO(SearchEngineOpXmizaXon)difficulty.ThissecXonwillalsolistpotenXallyusefulkeywordsforfuture,moreextensiveresearchandlistening.

SECTION1:BASELINEAUDIT

PART1-BRAND/BUSINESS:Inthispart,differentexamplesofwhatwasfoundthroughsociallisteningspecifictothebrandispresented.DifferentplamormssuchasYelp,TripAdvisorandFacebookhavebeenrepresentedasanexampleofthedifferentlocaXonsyoucanlookatwhensociallistening.

Thisparthasbeensplitupintofourdifferentcategories,showcasingthelisteningbeingdoneinageneralsenseaswellasspecificallytothedifferentaspectsofBCOutdoors’businessplan:Gear,BeerandService.

BCOUTDOORS–GENERALOVERVIEW:

FIGURE1.1


BrysonCityOutdoorsisdescribedasthebestofbothworlds.AcoaliXonofgear,equipment,andservicemakesBCOutdoorsseemliketheplacetobeinWesternNorthCarolina.

FIGURE1.2

ThiscustomerdescribestheoverallsetupandviewofBrysonCityOutdoors.Healsostatesthatmostcustomersarevisitorsfromoutoftownmixedwithafewlocals.

FIGURE1.3

JoshuaT.tackleseachmaincomponentofBCOutdoorswithravingreviews.Heindividuallycomplimentsthestaff,evenusingastaffmember’sname.Hetalksaboutthequalityofserviceandtheknowledgethatthestaffmemberbroughttothetable.


GEAR/EQUIPMENT:

FIGURE1.4

ThegearatBCOutdoorsishighqualityalongwithgoodservice.Allthenecessaryequipmentisreadyandavailableforuseforallthefamilyfun.

FIGURE1.5

AlltheequipmentthatisneededisprovidedwithawiderangeofselecXon,perChrisFoster.


FIGURE1.6

TheownerofBCOutdoorspubliclyrespondstoacustomerthatgaveanaveragereviewbasedtheequipmentselecXon.TheownershowscompassionandpoisewhenmenXoningthenumerousitemsthatrelatetooutdoorsports.TheownertriestosolidifyhiscompassionbyaskingthecustomertospecifywhattheyfeelthattheyneedtohaveandacXngupontherequest.


BEER:

FIGURE1.7

Thispersonsorelyreactedtothesteeppricesonlocalitems,tryingtoensureaprofit.Thecustomerevengoesasfartosaythattheywillnevergobacktothestorebecauseoftheprices.

FIGURE1.8

TheiniXalfirstimpressionofBCOutdoorsisthatitisjustanoutdoorsportsstore.Whenthiscustomercomesintothestore,thefocusshiostothebarapachedtothestore.


STAFF/SERVICE:

FIGURE1.9

Anothercustomercallsoutastaffmemberbyname,usingthemasanexcepXonalexampleforcustomerservice.Thecustomerexplainsthatthestaffmembergoesaboveandbeyondtoensureaqualityexperienceforthisonefamily.

FIGURE1.1O

InrelaXontothepoorbeerreview,BrysonCityOutdoorsaimedtocorrectthemistakethatwasseeninthestore.TheownerofBCOutdoorscalledthecriXcpersonallytoaddresstheissuesthatthecustomerhad,andinreturn,thecustomerchangedhisreviewfrompoortoraving.


FIGURE1.11

TheownerofBCOutdoorsacknowledgesthecustomer’scomplaintandstatesthecompany’sobjecXvewhenitrelatestocustomerservice.Theownerthenrespondsthathe/sheisthankfulforthefeedbackandwishesforasecondchancetorighttheirwrongs.

PART2-INDUSTRY:Thelocal,craobeerindustryinNorthCarolinahasbeengrowingimmenselyinthepastdecade.Thebrewingindustryhashada$3.8billion-dollareconomicimpactinNorthCarolina.ThenumberofbrewerieslocatedintheWesternNorthCarolinaareahasdoubledsince2016.UnderstandingtheindustryandlisteningtowhatishappeningarounditcankeepBCOutdoorsuptodateoraheadoftrends.

STATISTICSONBREWERIES

ForthesestaXsXcs,breweriesencompasscardboardboxandcontainermanufacturing,corn,wheatandsoybeanwholesaling,prinXng,sugarprocessing,wheat,BarleyandSorghumFarming,andglassproductmanufacturing.


FIGURE1.12

FIGURE1.13

PerthisIBISWorldreport,theamountofrevenueinthebrewingindustryhasconXnuouslyincreasedinthepastnineyears.Therevenueisalsoprojectedtoincreaseoverthenext5yearsalongwithestablishments,enterprises,andoverallwages.Ontopofjustincreasing,establishmentsaloneare


predictedtonearlydoublewithinthenext5years.LombardostatesthattheboominthebrewingindustryisaproductofthegrowingpopularityandconsumpXonofcraobeer.

“Changingconsumerpreferenceshaveshioedtowardcraobeerdueto itsapenXontodetail,rangeofbeerstyles,qualityingredientsandahighdegreeofexperXse,”(Lombardo,8).

Lombardosaysthatcraobeerhasemergedasthebiggestcrazeinthealcoholicbeveragesector.Thisisinpartduetochangesinconsumertasteandchangesininterstatealcoholretaillaws.Small-scalebreweriesaretheforerunnersofthismassiveestablishmentgrowthandthus,numerouscraobrewerieshavebeenemergingallaroundtheUS.

IBISWorldprojectstheindustrytoexperiencesteadyrevenuegainsoverthenextfiveyearsunXl2024.

HIKING&OUTDOOREQUIPMENTSTORES

ForthesestaXsXcs,hikingandequipmentstoresencompassesathleXcandsporXnggoods,footwearwholesaling,men’sandboys’apparelwholesaling,sporXnggoodswholesaling,andwomen’sandchildren’sapparelwholesaling.

Seedataonfollowingpage:


FIGURE1.14

FIGURE1.15


“Despite escalaXng compeXXon, the Hiking and Outdoor Equipment Stores industry hasbenefitedfromtherisingpopularityofoutdoorrecreaXonalacXviXesoverthefiveyearsto2019.PertheOutdoorFoundaXon’sresearchonoverallparXcipaXoninoutdooracXviXes,hikingrankedamongthetopfivemostpopularacXviXesamongallmajordemographicsin2017(latestdataavailable).Similarly,totalrecreaXonexpenditureisanXcipatedtoriseanannualized2.0%overthefiveyearsto2019,asanincreasingnumberofhealth-consciousconsumersengageinoutdooracXviXes, such as hiking and running. Thus, industry revenue is esXmated to increase at anannualizedrateof1.3%to$8.1billionoverthefiveyearsto2019,whichincludesgrowthof1.1%in2019alone,”(Fernandez,6).

ThechartaboveillustratesmanydifferentstaXsXcsoverthepast9yearsandthenextfewupcomingyears.NotonlyhastherevenueconXnuouslyincreased,butsohastheestablishments,enterprises,employmentrates,andwages.Aspopularitygrows,IBISWorldpredictssowillcompeXXonunXltheindustryreachessaturaXon.

CONCLUSION:INDUSTRY

PerreportsthetwomainindustriesthatBCOutdoorshaschosentoinvolvethemselveswitharebothonesthatareexperiencingmassivegrowth.BCOutdoorshaschosentoalignthemselvesasdistributorsandsuppliersoflocalcraobrewsandhiking&outdoorequipment.Thesetwoindustriesareonesthatareworthcapitalizingonnowduetopopularityandgrowth.

However,tostayrelevantBCOutdoorsshouldkeepaneyeonfutureindustryreportssuchasthosereleasedbyIBISWorldtoseeareasthataregrowinganddecliningandchangetheirprioriXesandoutlookbasedonthese.

PART3-COMPETITION:WehavetakenthelibertyofdividingthemaincompeXXonforBCOutdoorsintothreecategories:craobreweries,localbars,andadventureoumipers.WhileBCOutdoorsdoesn’tbrewtheirownbeer,craobrewerieshavebeenidenXfiedasacompeXXoncategorybecauseBCOutdoorsservescraobeerandintendstocaptureasimilartargetmarket.OncewedividedthecompeXXonintocategories,webegantolookatwhat’saroundtownandcameupwithafewexamplesofcompeXXoninthearea(seebelow).Thislistisnon-exhausXveofcourse,butitgivesagoodideaofbusinessestopayapenXontowhenlisteningto/lookingatcompeXtors.

1. CraoBreweries• InnovaXonBrewing• NantahalaBrewing• BalsamFallsBrewing• LazyHikerBrewing

2. Localbars• 9Lives• O’Malley’s• Chili’s• TheCutCocktailLounge

3. Adventureoumipers• TuskegeeFlyShop• BlackBalsamOutdoors• REI


Tocreatethisspecificlist,westartedbyseungafewparameters.First,thebusinesseschosenascompeXtorswouldhavetobewithinreasonabledrivingdistancefromtheBCOutdoorslocaXononcampus.Second,compeXtorswouldalsohavetohaveproductsorsimilarproductstotheonesthatBCOutdoorscurrentlysells.Lastly,theywouldhavetodrawfromthesameconsumerbaseasBCOutdoors.

CRAFTBREWERIESInandaroundtheAshevilleareathereareplentyoflocalbreweriesandtaprooms.ButtheonesclosesttoBCOutdoorsoncampusarewherewearegoingtofocusourapenXonfornow.It’snosecretthatthebiggestbreweryintownisInnovaXonBrewingrightindowntownSylva.WecanlookatwhatpeoplelikemostaboutInnovaXonandwhatdrawspeopletoit.

COMPETITIONANALYSIS:INNOVATIONBREWING,SYLVA

FIGURE1.16

ThefirstthingonecannoXceisalotofpeoplecommenXngontheirwidevarietyofcraobeer.BeerenthusiastsliketoweighouttheiropXonsintermsofcraobeer.Eachpersonhasdifferenttastesespeciallywhenitcomestobeer,soyoumustbepreparedtoaccommodateall,whichcustomersappreciate.

FIGURE1.17

Figure1.17drawsourapenXontoanotherdetailpeoplelikeaboutInnovaXon,thefood!Somethingthataddstotheexperienceishavingahigh-qualitybitetoeatfromafoodtruck/trailer.Thisis


somethingthatBCOutdoorsoncampuslacks.HavingafoodtruckorfoodservicecomingthroughcouldkeepcustomersinthestoreforlongerperiodsofXmecouldbesomethingtokeepinmind.

FIGURE1.18

FIGURE1.19

KnowledgeableandfriendlystaffisanimportantfactorforInnovaXonBrewing.PeoplewhogothereforthefirstXmeareunawareofeachoftheirbrewsandrelyonthebartenderstorecommendandinformthemabouttheirvarietyofchoices.Peopleappreciateastaffthatunderstandstheircompany’sproductespeciallywellenoughtorecommendbasedonindividuallikes.It’simportantforthestaffatBCOutdoorstobeknowledgeable,friendly,andapenXveiftheywanttoapractnewbusinessandretainrepeatcustomers.

FIGURE1.20

LOCALBARSBarsdifferfrombreweriesinthesensethattheycatertoadifferentkindofaudience.Typically,thepeoplethatwouldgotoabartodrinkisthetypeofpersonwhoprefersamoreaffordabledomesXcbeerratherthanalocalcraoone.Mostbreweriesdon’tevensellbigbranddomesXcbeers,rathertheyselltheirownbrewsandviceversa.Barstypicallyhaveakitchenandalunch/dinnermenualongwithyourtypicalfull-sizebar.Althoughbarscatertoadifferenttypeofbeerdrinkerandgenerallyadifferenttypeofcrowdalltogether,theydosharesomeoverlapwithBCOutdoors,anditisimportanttoseewhatplacesinthesamemarketdotoapractcustomers.


COMPETITIONANALYSIS:9LIVES,CULLOWHEE

FIGURE1.21

Whencustomersgoto9livesoranylocalbartheygoforafewreasons,thefirstreasonseemstobeforthefood.Forabar,foodisimportant.It’swhatdrawscustomersinandcomplimentsanaffordabledomesXcbeer.ThoughBCOutdoorsdoesnothaveakitchenorsellfood,thismightbeanavenuetoinvesXgateforthefuture.


FIGURE1.22

Priceisaveryimportantfactorforanybar/restaurant.Thekeyhereistounderstandyourmarket,for9livesitseemsliketheymightnotunderstandtheircustomerbase.Putsimply,collegestudentsarecheap.Theydon’thavealotofmoneytospendonfood,howeverstudentsliketogooutandgrababitetoeatwiththeirfriendsfrequently.Thepriceofthefoodmustbeaffordableenoughforacollegemarketbutalsoqualityenoughtokeeppeoplecomingback.

FIGURE1.23

Atmosphereisimportanttoanybusiness,butitisespeciallyimportantforbarsandtaprooms,whicharemoresocialenvironments.PeoplelikeenvironmentsthatfeellivelyandacXve,thisissomething9livesseemstobelacking.


ADVENTUREOUTFITTERSWehavecomeupwithacategoryofbusinessthatencapsulatesdifferenttypesofoutdoorgearsupplierswhichwehavenamedadventureoumipers.Theseadventureoumipersselldifferenttypesofaccessories,apparel,andequipmentfordifferentoutdoorexcursions.BCOutdoorsislistedasan“outdoorsportsstore”inGoogle.

COMPETITIONANALYSIS:TUCKASEEGEEFLYSHOP,SYLVA

Itseemsthatwithadventureoumipersthemostimportantandglaringfactortotheirsuccessishowwelltheemployeescansellwhateverproductacustomerwants.Muchlikeatbreweries,theserviceandknowledgetheyreceivefromanemployeeaboutacertainproductisimportanttoacustomerindecidingwhethertobuy.

FIGURE1.24

InthecaseofTuckaseegeeFlyShop,alocalfly-fishingshopinSylva,thegeartheyselliscateredtoaspecificsportandcrowd,butwecansXlllearnabouthowtheyselltheirequipmentthroughthelensofanoumiper.Inmostpeople’scasestheirgoodreviewswerechalkeduptothestaffbeingknowledgeable,approachable,andfriendly.Customerswhocometoagearshopexpectemployeestoknowthegearwellenoughtorecommendandsupporttheminpurchasingdecisions.

FIGURE1.25


Tocomplimenttheserviceandknowledgeablestaff,anoumipermusthaveawideselecXonofequipmentforcustomerstocomparetomakeapurchasingdecision.Customersatadventureoumiperslikeavarietyofequipment/gear,theyappreciatewhenemployeescanrecommendbasedontheirspecificneedsandtodothat,theyrequireawidevariety.

FIGURE1.26

CONCLUSION:COMPETITIONIntermsofcompeXXonBCOutdoorsseemstocomparetotheircompeXtorswell.Sofar,BCOutdoorshasseparatedthemselvesfromaregularbarbyaddingtwoaddiXonalelementstotheirbusinesswhichisacraobeertaproomandanoutdoorsstore.ThisisauniqueaddiXon,andonethatcomplimentstheirmarketwell,butitcouldbedetrimentaltobusinessifBCOutdoorsisnotpreparedtobethebestthattheycaninallthreeoftheseaspects.BCOutdoorscanpreparethemselvesbylookingandunderstandingtheirlocalcompeXXon.ThereisplentytolearnfromthecompeXXonintheareaallyouneedtodoisalwayskeepyoureyesandearsopen.

SecXon2:StepbyStepSocialListeningGuideonfollowingpage:


SECTION2:STEPBYSTEPSOCIALLISTENINGGUIDE:Thisguidewillexplainhowto:

• Prepareforlistening• Whattoolsshouldbeused• Howtolisten• Whereandhowooenlisteningshouldtakeplace• Whattolistenfor• Establishwhoshouldbedoingthelistening

PREPARING:

Beforeyoucanbeginlistening,thereareafewaspectsthatneedtobeaddressed.

First,BCOutdoorsneedstoestablishwhichfeaturesmaketheirbranduniquecomparedtocompeXtors.ThelocaXon,thecombinaXonofbeerandgearandtheirunmatchedcustomerserviceareallaspectsofBCOutdoorsthatsetsitapartfromtheircompeXXon.UnderstandingandestablishingtheuniquenessofthebrandwillclueyouintowhatconsumersusetoidenXfyyoucomparedtoyourcompeXtors.

Second,BCOutdoorsneedstoestablishwhichindustrycommunicaXonchannelswillprovidethemostapplicableinformaXonpertainingtotheservicesBCOutdoorsoffer.SomeindustrychannelsidenXfiedincludedtheNCCraoBrewersGuild,BrewersAssociaXonandIndustryonTap.KeepinganeyeonindustrycommunicaXonscanprovideaclueforupcomingtrendsandprovideneworupdatedstatutesthatmayaffecttheeverydaypracXcesofBCOutdoors.

Third,BCOutdoorsneedstoidenXfytheircompeXtors.BCOutdoorsisuniqueinthatitfeaturesthreeseparateserviceswhicheachhavetheirown,separatecompeXtors.Thethreecategoriesinclude:craobreweries,localbarsandtaproomsandadventureoumipers.SpecificallyidenXfiedcompeXtorsincludeInnovaXonBrewing,9LivesandBlackBalsamOutdoorstonamejustafew.KeepinganeyeoncompeXtorscanclueyouintowhatmayormaynotbeworkingforthemwhichcanbeappliedoravoidedatBCOutdoors.

WHATTOOLSTOUSE:

GoogleReviews:GoogleReviewsisagreatresourceforlistening.ItisoneofthefirstplacesconsumersandpotenXalcustomerswillgotoseektheopinionofotherswhenmakingthedecisionofwhethertovisitBCOutdoors.Itisalsoagreatplacetoreceivefeedbackfromthatcanbeconsideredwhenmakingfuturebusinessdecisions.OnegreatthingthatBCOutdoorsdoesisrespondtoeverycomment.ThisisagreatpracXcethatshouldbedoneasfrequentlyaspossible.


FIGURE2.1

TwiRerSearch(keywordsandhashtags):SearchingonTwiperisaquickwaytofindoutwhat’sbeingsaidtoyou,aboutyouandaroundyou.Youcansearchforyourself,compeXtorsortermsingeneralusingkeywordsorhashtags(essenXallythesameideabutwithoutspaces).Youcankeepaneyeonwhat'strendingandcanseewhat’sbeingtalkedaboutspecifictoyourgeographiclocaXon.Twipersearchisanothergreatwaytomonitorcomplimentsandcomplaints.

FIGURE2.2


FacebookSearch/Reviews:FacebooksearchingisverylikeTwiperbutwithoutthehashtags.Youcanfindofficialpages,postsbyBCOutdoors,postsfromothersthathavetaggedBCOutdoors.Youcanalsokeepaneyeonrelatedpostsandengagementmetrics.

FIGURE2.3

Ubersuggest:Ubersuggestisagreattooltousewhenyouaresociallisteningusingspecifickeywords.Wehaveincludedabasic,non-exhausXvelistofsearchtermsthatcanbepluggedintothiswebsiteinSecXon3ofthisdeliverable.Ubersuggestoffersdataonhowsuccessfulthekeywordsarethemselvesintermsofsearch-ability,click-rateandcompeXXonscores.ThiswebsitewouldbehelpfulforseeingwhichtermstheyareusingtofindyouandwhichtermsBCOutdoorscantakeadvantageoftomakesearch-abilitymoresuccessful.


FIGURE2.4

HOWTOLISTEN:

1. EstablishwhichfeaturesmaketheirbranduniquecomparedtocompeXtors2. EstablishwhichindustrycommunicaXonchannelswillprovidethemostapplicableinformaXon

pertainingtotheservicesoffered3. IdenXfycompeXtors4. Developsearchtermsrelatedtothebrand,product,compeXtors,andsubsXtuteand

complimentaryproducts5. Usetheabovelistedtoolstosearchfor:

a. keytermsb. industryandcompeXXonchaperc. IndirectanddirectmenXonsd. complimentsandcomplaintse. trends

6. Determinewhichsearchtermsaremoreimportantandofferthebestdatadependingonwhatmetricsyou’relookingfor(volume,costperclick,SEOdifficultywhichwillallbeaddressedinthefollowingsecXon).

7. Decidehowyou’regoingtousethem:a. Listenb. AdverXse

8. Collectwhatyou’vefoundthroughlisteningandlearnfromitorbuildanadverXsingcampaignaroundit!

WHERETOLOOK:

Brand:Googlereviews,Facebook,Twiper,Ubersuggest,Yelp,TripAdvisor

Industry:NCCraoBrewersGuild,BrewersAssociaXon,IndustryonTap:U.S.BureauofLaborStaXsXcs,IBISWorld,Influencers(@NCBeerGuys,@BeerGuyTK),Facebook,Twiper

Compe11on:CompeXtors’websitesandsocialmediachannels,compeXtors’Googlereviews


HOWOFTEN:

Withsocialmediachannels,it’sveryeasytoquicklylistenandwerecommendscanningthesechannelsasmuchaspossible.WerecommendspecificallyandintenXonallylisteningatleastthreeXmesperweekfromAugusttoDecemberandJanuarytoMay(whichcorrespondwithWesternCarolinaUniversity’ssemesterschedule).Intheremainingmonths,listeningcanbescaledbacktoonceperweek.

WHATTOLOOKFOR:

• DirectandindirectmenXons• Reviews• CompeXtorchaperandacXvity

o ReviewsofcompeXtors’acXvity• Newsregardingtheindustry• Industrytrends• ComplaintsandCompliments

WHOSHOULDBELISTENING:

Sociallisteningcanbedonebyanyonewithabasicunderstandingofsocialmedia.Although,werecommenddelegaXngapersonwiththesoleroleofcommunicaXon,suchasaCommunicaXonsDirector.ThispersonwouldhandleallformsofcommunicaXon,includingsociallistening,socialmediamanagement,mediarelaXons,publicrelaXonsandinternalcommunicaXon.

IfaCommunicaXonsDirectorcan’tbehired(wegetit,that’sanothersalarytopay),werecommendthatapersonwhocanmakebusinessdecisionsshouldmonitorthesocialmedia.Thisway,theycanquicklyreacttowhatisbeingsaidtoadaptthebusinesspracXcestomatchtheneedsordesiresoftheconsumers.

SecXon3:BaselineKeywordsonfollowingpage:


SECTION3:BASELINEKEYWORDS:Thekeywordsbelowwereonesthatwefoundhadthemostvalueinoursociallistening.Wehavecategorizedthekeywordsintodifferenttypesoftermsincludingbrand,product,compeXtor,subsXtuteproduct,complimentaryproductandaudience.

WerecommendthatyouprioriXzetheresearchandinvestmentconsideraXonstobrand,productandcompeXtors’termsandwithyourremainingresources,trickledownthroughsubsXtuteproduct,complimentaryproductandaudienceterms.ThisisbecausethefirstthreearemorespecifictoBCOutdoorsandofferthehighestprobabilityofturnoverfromsearchtopurchasedecisions.TheremainingthreetypesoftermsaremoregeneralandhavelesslikelihoodofconsumersfindingBCOutdoorsusingthosesearchterms.

ThekeywordanalyzerweusediscalledUbersuggest.Itcanbefoundathpps://neilpatel.com/ubersuggest/

Meaningoftermstoreadthetables:

• Volumepermonth:Thisisthenumberofclicksakeywordgetspermonth• CostPerClick:Thisistheaveragecostperclickifyouweretopaygoogletobean

adverXsement.Typically,thehigherthecostperclick,themorevaluablethekeywordis.• PaidDifficulty(PD):ThisistheesXmatedcompeXXoninapaidsearch.Thehigherthenumber

(1-100),themorecompeXXonithas.• SEODifficulty(SD):SearchengineopXmizaXondifficultyistheesXmatedcompeXXoninorganic

search.Organicsearchesarebasedonunpaidalgorithmsbasedonthesearchtools.Thehigherthenumber,themorecompeXXveitis.

BRANDTERMS:

KEYWORD VOLUMEPERMONTH

COSTPERCLICK PAIDDIFFICULTY SEODIFFICULTY

BCOUTDOORS 90 $0.00 6 20

BRYSONCITYOUTDOORS

BRYSONCITYOUTDOORSWCU

BCOUTDOORSWCU

BRYSONCITYOUTDOORSTAPROOM

320

0

0

0

$0.00

$0.00

$0.00

$0.00

1

1

1

1

13

4

12

4

PRODUCTTERMS:

KEYWORD VOLUME COSTPERCLICK

PAIDDIFFICULTY

SEODIFFICULTY


TRUCKERHATS 31,000 $1.34 100 58

ENOHAMMOCK 31,000 $0.53 100 58

STICKERS 201,000 $2.65 100 91

STICKERSONLAPTOP

40,500 $1.02 100 56

STICKERSFORCARS

33,100 $1.23 100 53

STICKERFORWATERBOTTLES

22,200 $1.05 100 42

CRAFTBEER 60,500 $2.43 19 42

CRAFTBEERNEARME

22,000 $3.90 19 17

MINIFILTRATIONSYSTEMSAWYER

170 $0.89 100 36

CAMPINGSTOVE 33,100 $0.62 100 58

SLEEPINGBAG 74,000 $0.59 100 71

SLEEPINGBAGFORKIDS

HEADLAMPFORCAMPING

PADDLEBOARDRENTAL

KAYAKRENTAL

22,200

720

18,100

49,500

$0.69

$0.82

$1.53

$1.24

100

100

13

5

41

44

22

34

COMPETITORTERMS

KEYWORD VOLUME COSTPERCLICK PAIDDIFFICULTY SEODIFFICULTY

LAZYHIKERBREWERY

590 $0.00 1 14

REIASHEVILLE 2,900 $0.00 1 19

BLACKBALSAMOUTDOORS

40 $0.00 6 15

TUCKASEEGEEFLYSHOP

320 $2.02 8 16

INNOVATIONBREWING

1,000

390

$0.00

$0.00

1

5

19

15


DIAMONDBRANDOUTDOORS

NANTAHALABREWING

1,300

$0.00

1

19

SUBSTITUTEPRODUCTTERMS


NANTAHALAOUTDOORCENTER

9,900 $0.98 7 17

RAFTINGINNANTAHALA

NANTAHALAPADDLEBOARDING

2,400

0

$3.51

$0.00

34

1

24

12

COMPLIMENTARYPRODUCTTERMS


KOOZIE 60,500 $7.53 100 80

KOOZIEFORBEER

12,100 $3.51 100 47

HYDROFLASHFORSALE

49,500 $0.37 100 50

HYDROFLASKWATERBOTTLE

18,100 $0.49 100 41

TUMBLERFORCOFFEE

6,600 $1.47 100 45

TUMBLERMETAL

1,300 $1.20 100 49


AUDIENCETERMS


CLIMBING 40,500 $0.74 31 53

CAMPING 550,000 $0.94 9 63

HIKING 201,000 $1.48 1 61

OUTDOORSPORTS

4,400 $0.92 35 30

OUTDOORAPPAREL

1,600 $1.42 100 49

TRIVIA 110,000 $0.30 9 63

BACKPACKING 550,000 $0.92 100 91

KAYAKING 2.7million $0.22 67 80

LocadonTerms


SYLVANORTHCAROLINA

12,100 $0.70 5 18

WCU 22,200 $1.70 3 38

WESTERNCAROLINAUNIVERSITY

49,500 $0.81 3 29

BRYSONCITYNORTHCAROLINA

27,100 $0.84 12 17

CULLOWHEE 1,000 $0.54 1 32

CULLOWHEENORTHCAROLINA

6,600 $1.05 3 15

CULLOWHEENC 6,600 $1.05 3 20

BRYSONCITYNC 27,100 $1.17 13 25


BRYSONCITYOUTDOORS

CONTENTSTRATEGYBRYSONCITYOUTDOORS


CONTENTSTRATEGYOVERVIEW:

ThissecXonaimstoprovideabasicoverviewandheadstartoncreaXngcontentforyourcustomers.WehavedividedthedeliverableintothreemainsecXons

• SecXon1isa6-monthpublicaXonschedulethathas4-5topicideasthatcanbeusedtocreatecontent.

• SecXon2isacontentrepositorythathas6blogposts,3videosandanaudioclipalreadycreated.

• SecXon3isastep-by-stepuserguideforusingtheblogwebsiteandcreaXngblogs,recordingandediXngaudio,andrecordingandediXngvideo.

SECTION1:6-MONTHPUBLICATIONSCHEDULEThe6-monthpublicaXonschedulewillgiveyoualistoftopicideascategorizedbymonth.ThetopicsaremeanttobegeneralandprovidejustenoughdetailtogiveyoutheideabutsXllbebroadenoughsoyoucantailortheideatoyourexactneeds.Wehavealsoaddedsomebasickeywordstogiveyouanideaofwhattoapachtoyourcontenttoimproveitssearch-ability.

JULYCONTENTOUTLINE:

Topic1:BBQ’sandBeer:

• Featureimage/thumbnail:Familyaroundagrillwithbeercansintheirhand• HighlightthatthisisagreatXmeforBBQ’sandfriendandfamilygatheringsforthe4thofJuly

celebraXons.Canprovidealistofthefourtopsellingbeers,ormostpopularred/amberalestoemphasizethe4thofJuly.MayalsochoosetoincludearecipeforaBBQbeermarinadeformeat.

• Keywords:beer,family,barbeque,4thofJuly,IndependenceDay,

Topic2:IPA’sAroundtheFire:

• Featureimage/thumbnail:Campfireseungwithbeercans• Summernightsweremeantforcampfires.Cancreateapageon“HowtoCreatethePerfect

Campfire”alongwiththeequipment/resourcesonewillneed.Mayalsoincludehowtomaketheperfects’moresandtheingredientsonewillneed.Asuggestedlistofbeersthatpairwellwithchocolatecanbeprovidedaswell.

• Keywords:outdoors,summernights,guide,fire,hiking,bonfire,camping,campfire,firebuilding,how-to

Topic3:HikingBrysonCity

• Featureimage/thumbnail:Someonehikingwithatentbackpack• WillprovidealistofitemsthatBCOutdoorssellstohaveasuccessfulovernighthikingtrip.

MapswillbegivenalongwithpopularhikingtrailsthataregearedforthesummerXmehikers.• Keywords:hiking,camping,gear,tent,

Topic4:NaXonalCreaXveIceCreamFlavorDay(July1)

• Featureimage/thumbnail:Bowloficecreamwithabeerboplenexttoit


• Canhighlightthatit’snaXonalicecreammonth,morespecificallyNaXonalCreaXveIceCreamFlavorDay,byprovidingrecipesreaderscanmake.HaverecipeslistedforhomemadebeericecreamsuchasaMapleAleicecream.

• Keywords:icecream,beer,NaXonalholiday,homemade

AUGUSTCONTENTOUTLINE:

Topic1:BeerfesXvalguideinWNC

• Feature/imagethumbnail:Foodtruckandlocalbeervendorlogos/tap• HighlightallthemajorbeerfesXvalsinWesternNCinAugust.Thiswouldbeablogpostor

arXclewithdatesofeventsandtheirdescripXons.• Keywords:beer,beerfesXvalWNC,outdoorbeerfesXval,foodtruck

Topic2:Backtoschoolgaragesale:

• Feature/imagethumbnail:Graphicthatsays“garagesale”withtheBCOutdoorslogoinbetweenwithasurplusofoutdoorgearandclothinglinedupoutsideorinsidestorepropertyorcampusproperty.

• SocialmediacontentadverXsingthegearandfashionbeingsoldatthegaragesale.AblogposttalkingaboutandeducaXngusersontheeffecXvenessoftheirgearanddesignoftheclothingtheysell.Also,highlighXngextremelycheapproductsforsale.

• Keywords:Cheapgear,cheapclothes,garagesale,WCUoutdoors,catamountoutdoors,outdoorgearforcheap,outdoorfashionforcheap,localoutdoorsale

Topic3:Standuppaddleboardforbeginners:

• Feature/imagethumbnail:Pictureofpersononpaddleboardmoving/familyfriendlypaddleboardpicture

• StepbysteppicturewithwordeddescripXonsonhowtostand,sit,getupanddown,andpaddlemoreefficientlyonapaddleboard.Ablogpostcouldbetheformatfortheguideonhowtouseapaddleboard.

• Keywords:Paddleboard,standuppaddleboardforbeginners,newtopaddleboarding,howtopaddleboard,standuppaddleboard,paddleboardlessonWNC.

Topic4:KayakingguidenearBrysonCity

• Feature/imagethumbnail:acXonshotofawhitewaterkayakingand/orlakekayakinggrouptoshowthelocalkayakingscene.

• PostandarXcleonwherethebestkayakingspotsareforbeginners,intermediatelevel,andadvancedlevelkayakersneartheBrysonCityarea.Also,includelakeandstandsXllspotstobringaBCOutdoorsrentaloryourownkayak.InformaXonbrochuresandbemadetoextendanextrahelpinghandforcustomers.

• Keywords:kayakBrysoncity,kayakWesternNorthCarolina,kayakNantahala,kayakFontana,sitontopkayak,whitewaterkayak.

Topic5:WNCclimbingguide

• Feature/imagethumbnail:pictureofsomeonescalingarockwearingclimbinggear.• Blogpostondifferentspotstogoclimbingandboulderinglocally,aswellaslocalgyms.A

brochurecanbemadetogivealltheinformaXonneatlytothecustomer.• Keywords:climbing,rockclimbing,outdoors,BCOutdoors,guide,map


SEPTEMBERCONTENTOUTLINE:

Topic1:Quiz:WhatHikingShoeisRightforyou?

• Featureimage/thumbnail:Abunchofhikingshoesontopofeachother• Aquiz/surveythatpotenXalcustomerscantaketofigureouttherightstyleofhikingshoefor

themselves.ThequizwouldaskquesXonsabouttheirlifestyle,hikinghabits,lengthofhikes,etc.andattheendtheresponseswouldtallyupandsuggestashoebasedofftheirresponses.Thiscouldbetakenastepfurtherbyleungthecustomerseeiftheshoeisinstockatoneofthestores.

• Keywords:BCOutdoorsshoes,whathikingshoestobuy,hikingshoesforNC,hikingshoes,hikingboots

Topic2:BCUHome-Brewing101:HowtoStartyourOwnHomebrew

• Featureimage/thumbnail:Pictureofahome-brewingkitsetup• AblogpostthatwouldintroduceandhelppotenXallyinterestedgroupsofpeoplegetinto

home-brewing.Theblogpostwouldactlikeabeginner’sguide/howtosetup,maintain,andcreatetheirownhomebrewedbeer.

• Keywords:howtostarthome-brewing,home-brewingkit,home-brewing,home-brewingsupplies,home-brewingequipment

Topic3:Fall2020NCBeerGuide

• Featureimage/thumbnail:Pictureoflocalbeerslineduptogether• ThestartoftheFallseasonin2020isSeptember22nd,whatcomeswiththatisalineupof

seasonallocalIPAs/lagers/portersetc.ThistopicwouldcoveralltheseasonalbeerreleasesfortheWesternNorthCarolinaarea.Itcouldcovermostofthebreweriesintheareaandlayoutwhattheywillbereleasing.

• Keywords:localbeer,WesternNorthCarolinabeer,Ashevillebeer,IPA’sinWesternNorthCarolina,Fallbeerreleases,seasonalbeer

Topic4:BCUThru-Hiking101:IntroducXontoThru-Hiking

• Featureimage/thumbnail:Apersonhikingatrailwithabackpack• Aquickintrointotheworldofthruhiking.ThisarXclewouldprovideabriefoverviewofthe

concept,equipment,andthe“do’s”and“don’ts”ofthru-hikingtheAppalachiantrail.Thepostcouldalsoprovidekeyplacestostopbyforfood,views,orcamping.

• Keywords:hiking,thruhiking,thruhikingAppalachiantrail,howtothruhike

Topic5:Hiking:ExpectaXonsvsReality

• Featureimage/thumbnail:Asidebysidecomparisonofanexperiencefromthetopic• Thiswouldbeacomicalblogpostcomingfromtheexperiencesofhikerswhentheyfirststarted

hikingandwhattheyhaveexperiencedthroughoutmulXpleexpediXons.• Keywords:hiking,hikingmemes,outdoorsexperience,outdoorsmemes,hikingWesternNorth

Carolina


OCTOBERCONTENTOUTLINE

Topic1:LeavesChanging/FallWeather:Hikeswithbestviews

• Featureimage/thumbnail:Mountains/Valleyswithleaveschange/colorful• Asynopsisofthescienceoftheleaveschangingcolorsalongwiththefallweather.Thenextfew

paragraphswouldbeaboutthebestplacestohikewithagoodlookouttoexemplifythebeautyoftheleaveschangingcolors.

• Keywords:Fall,LeavesChanging,HikeswithbeauXfulviews,coldweather,

Topic2:DaylightSavings:BestHikingXmes

• Featureimage/thumbnail:Hikingsunrises/sunsets• HistoryandsynopsisaboutdaylightssavingsXmeandwhyithappensalongwithwhentohike

whendaylightssavingstakesplace.Thebestplacesinthecountrywithgoodsunriseandsunsetviewswillalsobeheavilyfocusedon.

• Keywords:DaylightSavings,whendoesthesunrise/setinOctober,whenshouldIhike,hikeswithsunsets,hikeswithsunrises

Topic3:Oktoberfest

• Featureimage/thumbnail:peoplesmilingandenjoyingOktoberfest• HistoryaboutOktoberfestandthewonderfulaspectsthatcomealongwithapendingthe

world-knownfesXval.• Keywords:Oktoberfest,whattowearforOktoberfest,whenisOktoberfest,whattodoat

Oktoberfest,bestbeeratOktoberfest,whereisOktoberfest,wheretostayatOktoberfest

Topic4:Bonfires

• Featureimage/thumbnail:BonfirewitheveryonearoundthefireroasXngmarshmallowsanddrinking

• ThisarXclewouldquicklytalkabouttheloveofbonfiresandthecomraderythattakesplacewhenpeopleroastmarshmallowsandhaveacoupleofbeers.

• Keywords:Bonfires,whattoeatatbonfires,whattoweararoundbonfires,howtostartabonfire,howmuchwooddoIneedforabonfire,wheretostartbonfires

NOVEMBERCONTENTOUTLINE

Topic1:PackinglistforhunXng

• Featureimage/thumbnail:hunterinatreestand• ProvideapackinglistofessenXalequipmentforasuccessfulhunXngtrip• Keywords:hunXng,equipment,beer,Nalgene,Patagonia,outdoors,coldweathergear

Topic2:Thanksgiving

• Featureimage/thumbnail:familygatheredaroundabigtablewithaturkey• ProviderecipesfortradiXonalthanksgivingmealsthatusebeerasaningredient• Keywords:Thanksgiving,turkey,recipes,thanksgivingrecipes,beer,turkeyday

Topic3:Footballending

• Featureimage/thumbnail:WCUFootballteamphoto


• Recapthe2019WCUfootballseason,highlighttheseniorsandstarplayers,hypeupnextyear'steam.MenXontheweeklytalkswithCoachSpeirandestablishit’sre-upfornextyear

• Keywords:WCUAthleXcs,football,collegefootball,FBS,coachtalks,Catamounts,Catamountfootball

Topic4:BasketballstarXng

• Featureimage/thumbnail:WCUmen’sandwomen’sbasketballteamphotos• Previewthe‘19-’20seasonsforthemenandwomen.TalkabouttheirscheduleandpotenXal

starplayers• Keywords:WCUAthleXcs,basketball,collegebasketball,Catamounts,CatamountBasketball

DECEMBERCONTENTOUTLINE

Topic1:“BrewsforBushes”:InternaXonalVolunteerDayandWorldSoilDay(Dec.5,2020)

• Featureimage/thumbnail:employeesplanXngatreeoncampus• ProvideabriefbackgroundofInternaXonalVolunteerDayandWorldSoilday.Describevarious

volunteerideasandiniXaXvesavailabletolocalswithafocusonenvironmentalopportuniXes.o plantandregisterabush/tree/plant,comeinandget$1offapintor20percentoff

gear• Keywords:BrysonCityOutdoors,WesternCarolinaUniversity,craobeer,outdoors

Topic2:BeerandGearGioGuide

• Featureimage/thumbnail:basketfilledwithvariousgearwithabowontop• Create4-6personasandcreatespecificandindividuallistsofbeer/gearitemsthatmaycreatea

goodholidaysgioforeachpersona.• Keywords:BrysonCityOutdoors,Gear,Eno,Mugs,TruckerHats

Topic3:WinterSolsXceAcXvityGuide(Dec.21,2020)

• Featureimage/thumbnail:acouplehikingnearasnowyoverlook• Highlight5localhiking/camping/skiingspots.Includeuniquefeatures,whyreadersshouldvisit

andbasicinstrucXonsonwhereitisorhowtogetthere.• Keywords:BrysonCityOutdoors,hiking,skiing,outdoors,gear

Topic4:EndofYearRecap

• Featureimage/thumbnail:pictureoftheBCOutdoorsstaff• TalkaboutwhatBCOutdoorshasdoneinthepastyear.Highlightcommunity/volunteerefforts,

successfulprogramsandthankreadersfortheirconXnuedsupport• Keywords:endofyear,recap,thankyou,BCOutdoors,newyear

WEEKLYCONTENT

SXckeroftheweek(#SXckerSaturday)

Gearoftheweek

Beeroftheweek(#MoXvaXonMonday)

Bi-weekly:How-towithproducts(#WisdomWednesday)


MONTHLYCONTENT

Meetthebrews:amonthlyreportonafeaturedbeer.

SECTION2:CONTENTREPOSITORYInthissecXon,youwillfindafewselecttopicideasfromthefirstsecXonexpandedintheformofablogpostandorvideo/audiofile.

JULYBETHEHOTTESTFIRESETTER

hpps://BCOutdoorsutdoorsoncampus.wordpress.com/2019/10/19/be-the-hopest-fire-seper/


hpps://soundcloud.com/user-230262303/how-to-build-a-campfire-101


Summernightsweremeantforcampfires,s'mores,friendsandbeer.

Whetheryou'reaseasonedcamperorafire-buildingnewbie,havingaguidetomakingtheperfectcampfirecanhelpsaveafewminutesorearnsomeseriousforestcred.Thelastthingyouwantisyourfriendsandfamilystaringatyoubecauseyoucan’tstartthecampfire!

Firstthingsfirst,creaXngasafe,wildfire-freefirebediskey.Youdon'twanttobeTHATpersonwhodisappointsSmokytheBear.

IMAGES

STEP1:CreateFireBed:Selectasiteawayfromtrees,bushesorotherplants.Chooseaplotthat'sbareearthorcreateyourownbydiggingupthetoplayerofgrass.

STEP2:GatherWood:Pickthreedifferenttypesofwood:Xnder,kindlingandfuelwood.Tinderincludesdryleaves,drybark,anddrygrassthatyoucanusetogetyourfiregoing.Kindlingisthein-betweenwoodthatismoresubstanXalthanXnderbutnotalargeloglikethatoffuelwood.Kindlingincludessmalltwigsandbranches(likethewidthofapencil).FuelWood:OnceyourfireisstarXngtogainsomelife,addlargerbranchesandlogs.Addslowly,asapiecetoobigtoosoonwillsmotheryourhardwork.Allthreetypesofwoodshouldbedryandsnapeasily.

STEP3:StartBuilding:TepeeBuild:PlaceXnderinthemiddleofyourfirebed.AbovetheXnder,createatepeeshapeusingyourkindling.Asthatbeginstoburn,createalargertepeeusingthickerkindlingandeventuallyfuelwoodontopofyourkindlingtepee.


IMAGE

STEP4:Enjoy!AsthefireconXnuestoburn,slowlyaddmorefuelwoodtokeepithotandburningthroughthenight.Grabsomebuddies,brewsand'mallowsandenjoyyourcreaXon.

Nowthatyouhavetheperfectfirestarted,allyouneedtodonowisheadtothestoreandbuygrahamcrackers,marshmallowsandchocolatebars!Thendecidehowyou’regoingtoroastyourmarshmallows,light?Lightlybrownallaround?Onfire?

There’sonlyonewaytomakethecampfireexperienceevenbeperthantheperfectfireandtheperfects’more,andthatwouldbeabeerfromBCOutdoors.There’splentytochoosefrominthelineupofsummerbeers.Thereisadifferentbeerforeveryonethatissetuparoundyourfire!

AsfarassuggesXonsgoforbeerpairingwithyours’moresaroundthefire,wehaveafewfavorites.Wewouldsuggeststoutbeersbecauseofthehintofcoffeeandchocolateintheirflavors.Morespecifically,wewouldrecommendthesewithdarkchocolate.Ifyou’remoreofamilkchocolatekindofperson,anybiperaleslikeanIPAwouldbebestforyou.

Nowthatyouknowhowtocreatethebestfire,s’moresandbeerpairings,goaheadandinviteallyourfriendsoverfortheperfectbonfire,s’moresandbeer!

Keywords:campfire,camping,firebuilding,guide,hiking,how-to,howtobuildafire,outdoors,summernight,summer

AUGUSTSUP(FOR)EVERYONE

hpps://BCOutdoorsutdoorsoncampus.wordpress.com/2019/10/22/sup-for-everyone/


Standuppaddleboarding(SUP)offersauniquewaytoglideacrossthewater,beingabletostandontopofthewater,youcanenjoytheviewaswellasseewhatisbeneathyouinthewater.

PaddleboardingoffersauniquearrayofacXviXessuchasrecreaXonalpaddling,SUPyoga,surfing,racing,fishing,andmore.Wewanttohelpyoulearn,sothatyoucanmaximizeyourexperience!

Ifyou’reinterestedinlearninghowtopaddleboard,thenyouhavecometotherightplace.

BeforeyouheadoutintothewaterforthefirstXme,wearegoingtohelpyouknowaliplebitmoreaboutSUPgearandbasictechnique.Togetstartedforyourfirstpaddleboardingadventureyouwilllearn:

1. Howtogetpreparedtopaddleboard.Youwillneedaboard,apaddle,andafewotheressenXalitemstopaddleboard.

2. Thebasictechnique.YoudonotwanttopaddleXrelesslyoutofcontrol3. Lastly,wewillgiveyousomehelpfulextraXpstomakeyourexperienceevenbeper.

Gearingupforyourfirsttrip

Youwillneed:

• Standuppaddleboard:youmayneedtorentorborrowone.Noworries,wehaveplentyavailableforyourfirsttryonthewater!

• Paddle:Thecorrectlengthforapaddlewillhityourwristifyoustandthepaddleupnexttoyouwithyourarmsraisedaboveyourhead.Thereareadjustablelengthpaddlestohelpyoufindyoursweetspot.Alargersizebladewillpullmorewaterandyouwillgetmoreromeachstroke,however,ifyouhaveasmallblade,itiseasiertostrokethroughthewatersoitcanbemoreefficient.

• Flotadondevice:Coastguardclassifiesastand-uppaddleboardasavessel,soitisrequiredtogetone.However,adultsdonothavetohaveone.Checkthestateagerequirementsforusingalifevest.

• Properclothingandmaterialforweather:InAugust,shortssuchasaswimsuitorboardshortsareappropriateforguys.Womenmaywearaswimsuitorshortsaswell.Bringashirttocoveryourbodyfromextrasunexposureaswellassunscreen.

• Leash:Aleashwillapachtheboardtoyou,keepingitclosebyifyoufallofftheboard.

Technique

Standingup:tryfirstinknee-deepwater.Holdtheboardontheedgesandgetonyourkneesontheboard.YouwillfindthecenteroftheboardbylocaXngthecarryhandle.

• Keephandsinplaceontheboardandmoveyourfeetuptowhereyourkneeswere.• Graduallystandupbyraisingyourupperbodyfirst,followedbyyourlegsinonemoXon.Chest

up,thenlegsup!

Balance:Itcanbedifferentforeveryone,sohereareafewXps!

• Keepfeetparallel,centered,andhip-widthapart.• Keepastraightupperbodyposture,withyourkneesslightlybent,andyourtoespointed

forward.• Tryandlookaheadofyouinsteadofatyourfeet.

Holdingapaddle:

• Makesurethebladeisawayfromyouandtowardthenoseoftheboard.


• Whenpaddlingontheleosideoftheboard,yourrighthandwillbeusedtogripthehandle,andyouwillswitchhandseachXmeyouchangesides.

Standupstrokes:

• Putthepaddleinthewateraroundtwofeetforwardandpushthebladeunderthewater,thenmovethepaddletowardyourankleforthefullstrokelength.

• Keepyourarmsstraightandtwistfromyourtorsoratherthanpullingthebladewithyourarms.• Youwillneedalternatestrokestogoinastraightline(mostlikely).• IfyoukeepthepaddlemoreverXcal,thenitwillgostraighter.

Reverse:

• Plantpaddlebehindyounearthetailoftheboardwiththebladeallthewayunderthewater.• Useasimilarstrokeasaforwardstroke,butjustdoitbackwards.

SweepStroke:

• Rotateyourshouldersforward• Plantpaddleinwaterinfrontoftheboard.• PullthepaddlebackinanarcingmoXonfromthefrontoftheboardtothetailoftheboard

usingyourtorsoaswellasyourhips.• Sweepingtotherightwillpulltheboardtotheleo,andtheleosidestrokewillpullittothe

right.

Fallingout:

• Fallintothewaterandnottheboardandtryandhangontoyourpaddle.• PosiXonyourselfnearthecenterandgrabthecenterhandlewithonehand.• Letyourlegsfloatupbehindyou,thenkickupwhilepullingyourselfupwiththehandle.

FinalTips:FindasXllbodyofwateronacleardaywithlesswind.Ifitiswindy,thentryandletthewindpushyou.GowithafriendoragroupforaboutanhouronyourfirstouXng.Andmostimportantly,havefun!

Keywords:Paddleboarding,paddleboardinglessons,SUP,howto,guide,BCOutdoors,SUPlessons,paddleboardonlinelesson

SEPTEMBERHIKINGBOOTS,HIKINGSHOES??

hpps://BCOutdoorsutdoorsoncampus.wordpress.com/2019/10/20/hiking-boots-hiking-shoes/


Callingallhikersthatneedhelpchoosingwhichhikingshoeswillbebestforyourpersonalexperiencesandadventures!Havingthewrongtypeofhikingshoeoncankillthemoodonyourhike.

Wearingashoewithlesssupport,notalotofsoleandisn’twaterproofprobablywon’tbeyourbestopXonwhenyou’regoingonanovernighthikingtripspanningacross15mileswithriversinvolved.Justaswearingthethickest,sturdiestsolehikingshoesthatweigh5lbseachisn’tgoingtobeyourbestopXonforyourweeklyone-milehike,thatjustwouldn’tbenecessary.

Okay,sothereareaTONofhikingshoesonthemarket.OnesthatlooklikenotmuchmorethanrunningshoestoonesthatlookliketheycouldmakeyouclimbMt.Everestintwohoursflat.

Tofindtheonesthatarerightforyou,we'vecreatedaguidetohelpyoubuildyourknowledgeandmaketherightdecision.

Therearethreeprimarytypesofhikingfootwear:hikingshoes,dayhikingbootsandbackpackingboots.

IMAGES

HikingShoes:thesearetypicallylowercut,haveflexiblemidsolesandaregreatfordayhiking.Theycanooenberuninandlooklikerunningshoes.DayHikingBoots:canbeeithermidorhighcutandareintendedfordayhikesorshortbackpackingtripswithlightloads.BackpackingBoots:almostexclusivelyhighcutwithmajorsupportintheankleandarches.TheyhavesXffermidsolesandaremadetohelpyoucarryaheavierload.

Onceyouchoosethetypeofboot,thenyoucandecidethematerial.Doyouwantdurableandwarmorlightandflexible?Doyouwantwaterresistantorwaterproof?Whataboutbreathabilityorbreak-inXme?Comparingthedifferentmaterialsandthebenefitsofthemwillhelpyouchoosewhichmaterialisbestfortheusageyou'replanning.

Attheendoftheday,thebestwaytochoosegoodhikingfootwearistogoinandtryondifferentopXons.IfyouhavemorequesXons,checkoutREI'show-to'sorcomeintoBCOutdoorsandtalktooneofourfootwearspecialists.We'dlovetohelpyougetsetforyournextadventure!

Keywords:backpacking,BCOutdoors,camping,fitguide,footwear,hiking,hikingboots,outdoors

October


OKTOBERFEST

hpps://BCOutdoorsutdoorsoncampus.wordpress.com/2019/10/19/oktoberfest/

hpps://www.youtube.com/watch?v=QvvpzpRFnKs&feature=youtu.be

TheendofSeptemberandbeginningofOctobermarkthemostimportantholidayoftheyear-especiallyinGermany.

Oktoberfestistheworld'slargestbeerfesXvalheldinMunich,GermanyfromlateSeptemberunXlthefirstSundayinOctober.Ithighlightseverythingthatmakesbeergreat:theingredients,thefriendshipandofcoursethelederhosen.

Oktoberfestoriginallybeganin1810whenKingLudwigImarriedPrincessThereseofSaxe-Hildburghausen.AllciXzensofMunichwhereinvitedtoanearbyfieldtocelebratetheunion.

Inrecentyears,theyhaveadaptedthefesXvaltomakeitfriendliertotheelderlyandthosewithfamiliesbycreaXngtwoseparateevents,separatedbytheXmeofday.AnyXmebefore6pm,themusiciskepttoalowerlevelandisthemoretradiXonal,GermanfolkmusicwithafocusonthetradiXonalaspectsofOktoberfest.Aoer6pm,themusicchangestoamoremodernelectronicandaparty-likeatmosphereisadopted.

Ifyoucan'tmakethetripovertoMunich,don'tpanic.ThereareplentyofOktoberfestcelebraXonsinNorthCarolina,includingoneinMillsRiveratSierraNevadaBrewingCo.TheirfesXvalisOct.14andgeneraladmissionXcketsincludesacontemporaryGermandinner,abeerandsnackXcketandacommemoraXvestein!

OktoberfestisaXmeforgoodcheerswithgoodpeople.TradiXonalfoodalongwithbeerfromacrosstheworldmakesforagreatopportunitytoenjoyasmallsampleoftheoriginalfesXvalheldinGermanyeveryyear.


DuringOktoberfest,therearemanydifferentfoodanddrinksbeingserved.TherearetwoverydifferentdisXncXonsofbeerthatareclassified.German-StyleOktoberfest/WiesnandAmerican-StyleMarzen/Oktoberfest.ThetwodifferentclassificaXonsbasicallyseparatetheoriginal/tradiXonbeersservedinGermanyforOktoberfest,andtheAmericanmadebeersthatareusedtomimictheoriginals.

ThefoodisamaineventduringOktoberfest,anditdoesnotdisappoint.ThemaindishesservedduringOktoberfestincludes:

• Schweinebraten(roastpork),whichisaclassicBavariandishandcanbemadewithavarietyofporkcuts,likeshoulderorevenloin.

• Schweinshaxe(roastedhamhock),abelovedbeerhallclassic,roastedhamhockorshank(pigknuckles)arecrispyontheoutsidewithtendermeat.

• Steckerlfisch(grilledfishonasXck)Simpleandself-explanatory,steckerlfischismarinated,skeweredandgrilledfishtypicallymadewithlocalBavarianfish,likebream,thoughitcanalsobemadewithtroutormackerel.

• Würstl(sausages)WürstlreferstoavarietyofclassicBavariansausages.Trythemathomesautéedinaskilletwithbaconandapplesauerkraut.Servewithplentyofmustard.

• Brezen(pretzels)

• Knödel(potatoorflourdumplings)Thesearelarge,dense,ultra-comforXngdumplings,commoninCentralEurope.WhilethesepotatodumplingsaretechnicallyHungarian,theideaisthesame.

• Käsespätzle(cheesenoodles)Thisisasavory,cheesyversionofspätzle,atradiXonaleggnoodle.Thisrecipe,madewithsmall-curdcopagecheese,istoppedwithtangyquark,foradoublycheesydish.

• Reiberdatschi(potatopancakes)Thesepotatopancakesareservedbothsavorywithasaladorsweetwithapplesauce.

• Sauerkraut

• Obatzda(spicedcheese-buperspread),whichisagedsoocheese,likeCamembert,mixedwithbuper,asmallamountofbeer,andspicesincludingpaprika,salt,pepperandgarlic.

Luckily,thisboozytradiXonmadeitswayacrosstheAtlanXcandallthewaytoWesternNorthCarolina.Maybewe'llseeyouthere!Ifyou'rethetypeofpersonwhodoesn'tneedaninternaXonalfesXvaltojusXfybeerdrinking,ourtaproomhourscanbefoundonthecontactpage.

Keywords:BCOutdoors,beer,drinking,fesXval,internaXonalfesXval,Oktoberfest,SierraNevada,WesternNorthCarolina,OktoberfestinNorthCarolina


NovemberBOOZYBAKEDAPPLES

hpps://BCOutdoorsutdoorsoncampus.wordpress.com/2019/10/22/boozy-baked-apples/

hpps://www.youtube.com/watch?v=MDdyE4ZDrSk


NeedtospiceupyourThanksgivingdessert?We'vegotyoucovered.Trythesecider-soakedspicedandbakedapplestoimpressyourfriendsandfamily.

IMAGES

Ingredients

3-5applespeeled,slicedandcored

16ozHardAppleCider(weusedAngryOrchardCrispAppleCider)

1/2alemon,juiced

2tbspbuper

CinnamonandBrownSugartotaste

InstrucXons

Settheovento425degrees

Peel,sliceandcoretheapples

CombinelemonjuiceandHardAppleCider

Placetheslicedapplesinthelemonjuice/cidermixandletmarinatefor2hours

Tossmarinatedapplesinbuper,cinnamonandbrownsugar

Placeseasonedapplesintoabakingcontainerandplaceintheoven

Bakeforanywherebetween25-45minutesdependingonpersonalpreference.LookforasooapplewithcaramelizaXonalongtheoutsides.

Thisrecipeisquick,easyandhasalotofwiggleroomforpersonalpreferences.Forexample,ifyouwantparXcularlysweetorspicedapples,addmoresugarandcinnamon.Ifyouwantfirmerapples,pullthemoutearlier.It'salluptoyou!


Keywords:AngryOrchard,apples,bakedapples,baking,bakingwithbeer,BCOutdoors,beer,beerbaking,cider,dessert,hardcider,recipe,spicedapples,thanksgiving,thanksgivingdessert,thanksgivingfood,thanksgivingrecipe

DecemberBEERANDGEARGIFTGUIDE

hpps://BCOutdoorsutdoorsoncampus.wordpress.com/2019/10/19/beer-and-gear-gio-guide/


hpps://www.youtube.com/watch?reload=9&v=IT-�eNbSvg&feature=youtu.be

Lookingforthatperfectholidaygiotoshownotonlyhowmuchyoulovethem,butthatyou'rethebestgio-giverever?Thisistheplaceforyou.We'vecreatedaguidetohelpfindthatspecialsomethingforeventhemostdifficultpersononyourlist.

Forthose21+:

IMAGES

1.DakinePartyBucket2.StainlessSteelTumbler3.NiteIzeS-BinerBopleOpener


FortheHiker:

IMAGES

1.ShadeTreeFarmsBugSpray(NaturalandLocal!!)2.NewArrivalMerrellHikingBoots3.Nalgene

Forthe“SavetheTurtles”Person:

IMAGES

1.ReusableStraws2.Hydroflask3.KavuBags

FortheOneSXllinSchool:

IMAGES

1.SXckers2.SharkWatch3.AdventuristBackpack

Wehopethisguidehelpsgetridofthat"let'sjustdoagiocard"mentality.Tomakeiteveneasieronyou,BCOutdoorscarriesalltheproductssuggestedinthisguide!Bestofluckandhappyholidays!

Keywords/Tags:beer,bopleopener,Christmaspresents,Christmasshopping,gioguide,gios,giosforDad,hiking,holidayshopping,Hydroflask,Kavu,Nalgene,tumbler,wishlist

SECTION3:ASTEP-BY-STEPCONTENTCREATIONGUIDEInthissecXon,wewilllayoutthebasicsofthreedifferenttypesofcontentcreaXonforyoutogetstarted.ThefirsttwowilllayouthowtonavigateanduseaWordpresssiteasabloggingplamorm.ThesecondpartwillexplainhowtouseAudacitytoimport,edit,andexportaudioforapodcast.Finally,thelastsecXonwillshowyouhowtoplan,shoot,andeditvideowithyoursmartphone.

HOWTOUSETHEWORDPRESSSITE

1. LogintoWordpressa. hpps://BCOutdoorsutdoorsoncampus.wordpress.comb. Email:[email protected]. Username:BCOutdoorsutdoorsoncampusd. Password:beerandgear


2. Click“MySite”whichisinthetopleocorner

a. Therewillbeacolumnontheleowithdropdownmenusthatwillallowyoutocustomizethesite.

b. The“MyHome”dropdownwillprovideyouwithblocksofpromptsthatwillhelpyoudecidewhatyouwouldliketodo

i. Writeablogpostii. Addapage(landingpagessuchasanaboutusorcontactpage)iii. Changethethemeiv. Addmedia

3. Followtheseblockpromptstoeditandcustomizethesitetoyourliking


HOWTOWRITEABLOGPOST

1. FromtheMySite->MyHomemenuasshowninthefigureinstep2ofthe“HowtoUsetheSite”secXonabove,clickthe“writeBlogPost”bupon

2. FromhereyoucanbeginbyaddingaXtlebyclickingwhereitsays,“AddXtle”andbegintyping.

a. Whenyouclickenter,itautomaXcallycreatesanewparagraph(akablock).b. TheopXonstotherightcanbeusedtoedittheblogasawhole

3. Clicktheplussigntotheleoofwhereitsays“StartwriXngortype/tochooseablock”a. Adrop-downmenuwillshowupwhichallowsyoutochoosewhattypeofblockyou

wanttouse.i. Paragraphs,headings,lists,spacers,images,etc.

4. Whenyoubegininablockthatisn’tthe“AddTitle”block,theopXonstotherightwillchange,allowingyoutoeditthecontentforthatspecificblock.

a. Fontsize,colorseungs,etc.b. Werecommendusing:

i. Mediumfontsizeandtextcolor#5dac2bfortopicheaderswithinthepostii. Theautomatedfontsizeandtextcolorforbodytext


5. Toeditthecontentwithinablock(suchasfontsizeandcolorseungs)yousimplychoosefrom

thedrop-downmenuonyourrightwhatyouwouldliketochangeandchangetheseungs.a. Tochangethecolorofthetopicheaders,opentheColorSeungs.Thenunder“Text

Color”choose“CustomColor”thentypein#5dac2bintothecolorvaluetextbox.Thiswillselectthegreenwerecommendusingtokeepconsistencythroughouttheblogfeed.

6. RepeatthesestepsunXlyouhavecompletedyourblogpost!7. Whenyouhavefinished,inthetoprightcorner,click“preview”

a. Thiswillshowyouwhatyourpostlooksliketoreadersb. Ifyouarehappywithhowthislooks,conXnuetostep8c. Ifnot,conXnueediXngusingtheabovesteps

8. ClickbackontheXtleblocka. IntheopXonstotheright,scrolldownunXlyousee“tags”b. Addkeywordslikethoseweprovidedinthelisteningguide,earlierinthishandbookor

anykeywordsthatmaybeincludedwithinthepostthatcanbeusedtodescribethecontentoftheblogpost

9. Aoeryouhavepreviewedtheblogpost,clicktheblue,“Publish”buponinthetopright-handcorner

HOWTORECORDANDEDITAPODCAST

Step1:RecordingYoudon’tneedfancyequipmenttorecordapodcast.Allyouneedtostartisasmartphonethatcantransferfilestoyourcomputer.

1. Open/downloadavoicerecorderapp2. Makesureyourrecordinginaquiet/closedoffspace3. Beginrecordingyourpodcast

Tipsforrecording:

• Layoutyourtopics/talkingpointsbeforeyoubegin• SpeakconversaXonally,donotreadoffascript• Trytokeepthelengthbetween45-60minutes


Step2:EdidngAudio:Muchlikerecordingaudio,youdon’tneedtobreakthebanktoedityourpodcast.WerecommendAudacitytoedittheaudioinyourpodcasts.ThebestpartaboutAudacityisthatitisfree;youcandownloadAudacitythroughthislinkhere:hpps://www.audacityteam.org/download/

IfyouhaveanAdobeCreaXveCloudsubscripXon,mostofthissXllappliestoediXngaudioinAdobeAudiXon.

Thefirstthingyouwanttodoistransferyouraudiofilefromyourphonetoyourcomputer.Theeasiestwaytodothisisbyapachingthe.mp3/.m4afilefromyourphonetoanemailandsendingittoyourself.


Ifthatdoesn’twork,youcanplugyourphone’schargingcableintoyourcomputerandtransfertheaudiofilemanuallythroughyourphone’sdirectorytoyourcomputer.

Onceaudacityisinstalledandopen,youcanimportyouraudiounderfile->import->audio...(atthetoplek)orctrl+shik+I.YoucancreateamulXtrackbyrepeaXngthisacXonwithseparateaudiofiles.Onceyouhaveyouraudioimportedyouwillseeawaveformlikethis,thisisyouraudiotrackvisualizedbythesooware.Youcanusethespacebartoplay/stopaudiowherethetrackheadis(thelineinthewaveform)andyoucanmovethetrackheadbysimplylekclickingonthewaveform.Youcandeletesecdonsofaudiobyhighlighdngasecdononthewaveformandpressingbackspace/delete.

CompressingAudioBeforegeungintoseriousediXngyoumightwanttocompressyouraudiosothatitsdynamicrangeissmaller.Todothis,highlightyourenXretrackbydouble-leoclickingthengotoeffect(atthetop)->compressor…Youwillgetapopuplikethis:


Makesurethebox“compressbasedoffpeaks”ischeckedandhitok.Onceyouhitokyouraudioiscompressedsothatthequieterpartsoftheaudiomatchthelouderones.

RemovingBackgroundNoiseAoercompression,youmaynoXcebackgroundnoiseinyouraudioislouder.MaybeyouraircondiXoningwasleoonandnowit’sglaringintheaudio.Toremovebackgroundnoise,highlightaspecificsecXonwherethenoiseyouwanttoremoveisclearandisolated.WhilethesecXonishighlighted,navigatetoeffect->noisereducdon…thenclickgetnoiseprofile


Onceyou’vegopenagoodnoiseprofile,highlighttheenXreaudiofilebyleoclickingthewaveformtwice.WiththewholewaveformhighlightedgobacktonoisereducdonagainbutthisXmeclickonok.AudacitywilldoitsbesttoremovethesoundinthatsecXonfromthewholetrack.

Step3:ExpordngAudio

Toexportyouraudio,navigatetoFileatthetopribbonthenExport.Fromhereyoucanexportyouraudioindifferentforms,werecommend.mp3becauseitisthemosteasilyaccessibleaudioformatusedbymostplamorms.ButifyouwanttoexportinaspecificformatAudacityyoucanclickExportasMP3thenchangethetypeundertheSaveastype:dropdown.


**IfYouAreRecordingUsinganiPhone–OrYourAudioisnotImpordng**IfyouuseaniPhonetorecordyourpodcastaudioyouneedtoinstalltheFFmpeglibraryforAudacityorelse,youwillnotbeabletoimportorexportyouraudio.MostiPhonesrecordaudiointhe.m4a(MPEG-4)fileformat,whichisafileformatdesignedbyAppletobethesuccessorto.mp3..m4afilesaregenerallyhigherqualitythan.mp3becauseofahigherbitratebuttheyarelesscompaXblecomparedto.mp3’s.YoucandownloadtheFFmpeglibraryforAudacityfreethroughthelinksbelow.

Windows:hpps://lame.buanzo.org/#lamewindl

Mac:hpps://lame.buanzo.org/#lameosx64bitdl

ForeasyinstallaXonusetherecommendeddownloads/installersandfollowdirecXons.Oncedoneyoushouldbeabletoimportandexport.m4afiles.Evenifyoudon’thaveadevicethatrecordsinMPEG-4,theselibrariescansXllbeusefultohavejustincase.

HOWTORECORDANDEDITAVIDEO

ThankstoeverynewgeneraXonofsmartphones,itisgeungeasierandeasiertorecordandedithighqualityvideosrightinthepalmofyourhand.Let’slookatshooXngvideoandthenediXngvideofromyourphone.

Step1:KnowYourPlaqormKnowingbeforehandwhatplamormyouareuploadingyourvideotowillhelpyouincreaXngevenbepercontentforthatplamorm.Herearesomeplamormsyoumightuploadyourvideoto:

• Facebook• Instagram• YouTube• Vimeo• Snapchat• Twiper

Knowinghowyouraudienceconsumescontentonthesedifferentplamormscanhelpyoutailoryourexperiencetothem.Oneofthebiggestthingstolookoutforisvideolength.AtypicalYouTubevideois~5-10minuteslongbutthemaxlengthofanInstagramvideoinaregularpostis60secondsandthemaxlengthofanInstagramstoryclipis15seconds.

Onmorescroll-worthyplamormslikeTwiperorInstagramyouwanttokeepyourvideoshort,werecommendamaxof~30secondsinlength.

Also,keepinmindifpeopleviewvideoinportraitorlandscapemodeontheplamorm.Withscroll-worthyplamormsportraitmodeisperfect.OnplamormslikeVimeoorYouTube,peoplewatchvideosinlandscapemode.ChooseanorientaXonforyourvideoandkeepitconsistentthroughoutitsenXrety.

Step2:ShoodngTipsShooXngyourvideoisforthemostpartstraighmorward.AsmenXonedabove,oneofthebiggestthingsyouneedtodoismakesureyoukeepyourorientaXonconsistentthroughoutthevideo.


Gatheringb-rollisimportanttokeepingviewers’apenXon,havingavarietyofdifferentshotsallowsyoutogetmorecreaXveandpracXcea‘showdon’ttell’autudetowardcreaXngvideos.Mostcontentcreatorsuseb-rolltosupplementnarraXon.Insteadof

Step3:EdidngThereisaplethoraoffreevideoediXngsoowareoutthere,butwethinkthebestandeasiesttouseediXngappforyourphoneisanappcalledQuik.QuikwasdevelopedbyGoProtobesimpleyeteffecXve.YoucandoplentyofbasicediXngonQuikrightonyourphoneaoeryou’vegotalltheshotsyouwant,whichmakesitaperfectappformakingvideosforsocialmediaplamorms.

KeepinmindaswemoveforwardthatIamusingQuikonanAndroidsotheappmightlookabitdifferentinsomeareas.

OnceyouhaveQuikinstalledandhavegivenitaccesstoyourphone’sfiles.WecanbeginediXngourshotstogether.Clickon“CreateANewVideo”togetstartedandyouwillgetascreenthatshowsallyourphone’simagesandvideos.Simplytaponthefootageyouwanttoimportandthentappingonthebluecheckmarkonthebopomrightcornerofyourscreen.


Onceyou’vetappedonthebluecheckmark,QuikwillpullupascreenaskingyoutoputinaXtleintro.Thiscanbeanythingyouwantittobe,ifyouaremakingahowtovideoyoucanXtleit“howto__”or“waysto__”.Generally,trytokeeptheXtleshortandsweet.AsalwaysyoucangobackandchangeyourXtletosomethingelselaterifyouchangeyourmind.


OnceyouhaveyourXtlefiguredoutyoucanaddaplethoraofdifferentXtlecardanimaXonsandstyles.

Bydefault,Quikwilladdsomefreemusictoyourvideo.Ifyouwanttoaddyourown,remove,orchangethemusicfromyoucanclickonthemusicnoteatthebopomandthenscrollleoandrighttocyclethroughyouropXons.


Nowlet’sgetintoediXngourfootage.IfyoutaponthemainscreenofthevideoitwillputaXmelineororderofyourshotsatthebopomofthescreen.Youcanmovearoundandorderyourshotsbyholdinganddraggingthemwiththeeight-dopedarraybeloweachclip.


YoumaynoXcethatyourfootageisbeingcutoffseeminglyatrandom.That’sbecauseQuik(forsomereason)bydefaultautomaXcallytrimsyourfootagetofindthemostinteresXngparts.Toturnthisoffandgetthefulllengthofyourfootagetaponthetrimiconandthenswipeovertotherighttogettomanualtrimming,thiswillallowyoutochoosewhereyourshotstartsandendssoyoucangetthefulllengthoftheclip.Taponthecheckmarkwhendone.

TapintheCenter!!

HoldandDrag


YoucanswapbetweenediXngtheindividualclipsontheXmelineandthevideoenXrelybytappingonthefootageatthecenterofthescreen.QuikgivesyouplentyofopXonstoplayaroundwith.YoucanchangetheaspectraXotofitdifferentplamorms,addtexttothewholevideoorcertainclips,changethecolorpalepe,addfilters,changefont,thelistgoeson.

Playaroundwiththesefeaturesandexperimentwiththem.Beforesavingyourvideomakesuretoturnoff/deletetheQuikoutroattheendofyourvideo.


BRYSONCITYOUTDOORS

WEBSITERECOMMENDATIONSBRYSONCITYOUTDOORS


WEBSITERECOMMENDATIONSOVERVIEW:

InthissecXon,wewillaudittheBCOutdoorswebsiteandprovidevariousrecommendaXonsforsearchengineopXmizaXon,includingspecificchangestotheURLandwebsitecode,contentkeywordopXmizaXonandoverallwebsiteusability.ThisdeliverablefirstlooksatandanalyzesthepracXcesalreadybeingusedandprovidesrecommendaXonsforimprovement.

SECTION1:SEORECOMMENDATIONS

SEOOVERVIEW:

SearchengineopXmizaXonisessenXallythevariouspracXcesyoucanusewithinyourwebsitetoencouragedifferentsearchenginestorankyoursitehigherontheirsearchresultspages.SomeofthesepracXcesincludeadjusXngthewebsite’sURLstructureandvarioustagswithinthewebsite’scode.ThissecXonwilladdressthesevariousaspectsofSEOthatcanbeadjustedtohelpyourankbeperontheresultspages.

TERMSTOKNOW:

URL:Universalresourcelocator.ThisisimportantinmarkeXngbecauseit’stheprocessofsendingasiteorpagetoanotherpage.ItactsastheuniquesourceforthelocaXonofthewebsite.

HTML:Hypertextmarkuplanguage.Thisisthesystemfortaggingtextfilestoachievefonts,colors,andthehyperlinkeffectsonthewebsite.

SERP:Searchengineresultpage.Thesearethepagesyouwouldseeonsearchengineswithallthedifferentresults.Thereisusuallytenperpageorso.Thehigheryouareranked,preferablyonthetopofthefirstpage,thebepertrafficyou’llgettoyourwebsite.

Page(domain)Authority:ScoredevelopedbyMozthatpredictshowwellaspecificpagewillrankontheSERPs.Thescoresarezerotoonehundredandthehigherthebeper.

WHYUSESEO?

Intoday'shighlycompeXXvemarket,gainingtheapenXonofconsumersonlineisthegoalwhichmeansSEOisincreasinglyimportant.

SearchengineopXmizaXonisimportantbecause:

1. Onasearchengineresultpage(SERP),aroundtenresultsaretypicallyincluded,buttheclearmajority(89percent)ofclicktrafficiscapturedonthefirstpage,andthemajoritywouldpreferthetopfiveresultsoverthebopomresults.42percentofclicktrafficiscapturedinthefirstresult.

2. Userstrustsearchenginesandhavingawebsiteinthetopofasearchengineresultpageimprovesthewebsite’strust.

3. SEOisgoodforsocialpromoXon,becausethepeoplewhosearchforandfindyourwebsiteonlinearemorelikelytopromoteitonsocialmediaplamorms.


4. SEOcanhelpvaultyouaheadofthecompeXXonaswell.Iftwowebsitessellasimilarproductorcompeteinthesamemarket,thewebsitethatuXlizesSEObeperismorelikelytogetmorecustomersandmakemoresales.

SEOFORBEGINNERS:

TosimplifyeverythingforyoutounderstandSEObeper,ifyouuXlizesearchengineopXmizaXonaswellasyoupossiblycan,SEOcanhelpyourwebsitetoappearnearthetopofthefirstpageofasearchenginesuchasGoogleorYahoo.

Googlehascomplexalgorithmsorsearchenginerankingfactorstodeterminewhichwebsiteswillappearatthetopofthesearchengineresultpages.

OpXmizingyourwebsiteforsearchengineswillgiveyouanadvantageovernon-opXmizedwebsitesandincreaseyourchancestorankhigheronthepage.

MAINSTAGESOFSEOOPTIMIZATION:

1. TechnicalSEO:youcanmakesuresearchenginescrawlandindexyourwebsitewithoutaproblem.ItworkswiththeconfiguraXonoftheseungstomakethesearchenginecrawlersjobeasier,andnothingtodowiththeactualcontentofthewebpage.

2. On-Site-SEO:Thisisrelatedtothecontentyouhaveonyourwebsiteandifitisuserfriendlyornot.Themoreuserfriendlyandthemoreusefulthecontentis,thebeper.Thefocusofthisistohelpthesearchenginecrawlersunderstandthemeaningandthecontextofyourcontent.Searchenginesdon’treadlikeahuman,sotheyarelookingatsignalstoseewhatyourwebpageisabout.Makesureyourcontentisuserfriendlyandcredible!

3. Off-Site-SEO:Thisisthewaysyoucanimproveyourwebsitesothatitwillrankhigherinthesearchresultspages.Youcouldcallthisstagelink-buildingorwebsitepromoXon.ThenumberofincominglinksorbacklinkscanalsogreatlyaffectyourposiXononthepage.Ifthelinksyouaregeungcomefromwellknow,morepopular,andtrustedsights,thenyourrankingwillbeposiXvelyaffected.YouwillneedtomarketforyourwebsiteonsocialmediasuchasLinkedInandFacebooktogainmorenotoriety.

a. WhatarethecharacterisXcsofgoodlinks?i. Comesfromarelatedwebsiteii. Notpartoflinkexchangesiii. Typically,hardtogetiv. Comesfromahighauthoritywebsitev. Appearsinthemainbodyofthewebpage.

OTHERSEOTIPS:

1. Businessanalysis:a. Websiteanalysis:analysisofmetasetsandkeywordsb. CompeXXveanalysisofotherwebsitesandkeywords

2. Keywordresearch:a. Keywordanalysis:IdenXfythebesttargetedlistofkeywordstouse.b. Useyourbaselinekeywordsandtest.Useexceltohelptrackthemonthlyprogressof

traffictoyourwebsite


3. ContentopXmizaXona. Createkeyword-basedXtlesb. Createmetatags:metatagscaninfluencetheclickrate,butnotnecessarilytheranking.c. Placesearchphrasesonyourwebpagestrategically:Usekeywordsonwebsitesource

codeandonthepagesofthewebsitecontainingcontent4. TesXng

a. ConXnualtesXngwillbekeytoseewhereyouneedtoimprove.Makesuretomeasurethestrategiesyou’veimplemented.

b. Maintenance:ConXnualimprovementandmodificaXonofkeywordsandcontentwillhelpyougaugewhereyouneedtomakekeychangestoyourwebsite.

WEBSITE&CODEAUDIT:DOMAINNAME&URLSTRUCTURE

TheDomainNameisdescribedasasequenceofusuallyalphanumericcharactersthatspecifiesagroupofonlineresourcesthatcometogethertoformthepartsneededtocompleteanInternetaddress.

Domainnameshave3levels/partstothenamethatGoogleandothersearchenginesusetorankpeople.

• Thetop-leveldomainisthe3lepersattheendofthedomainnamethatisusedtorankimportancewhenkeywordsthatyourwebsitehasarebeingenteredinsearchengines.Top-leveldomainsthataretoppriorityare.edu,.org,and.gov.

• Thesecond-leveldomainisthepartofthedomainthatshoulddescribeyourcompanyandshoulddisXnguishyourcompanyfromalltheothersintheworld.

• TheHost/virtualdomainnameisthelabelassignedtoaspecificdeviceanditisusedtodifferenXateonedevicefromanother.

CurrentExample:

Thisscreenshotportraysthedomainofyourcompany’swebsite.

Recommendadon:

Regardingthe3levelsofthedomainname/URL,thetop-leveldomainisnotoneofthethreechoicesthatGoogleprioriXzes.Theuseof“.com”isverycommonandwillnotbeabletogarnertopsearchesunlessinternetusersarespecificallylookingforyourproduct/services.

Yoursecond-leveldomainisverygoodbecauseitdisXnguishesyourwebsitefromothers.Ifpeoplearelookingforoutdoorcompanies,theyshouldbeabletofindyouiftheysearchwithinyourlocaXon.

Thehost/virtualdomainnameisverygenericandcouldusesomeimprovement.“WWW”isacommonandwithadifferentname,moretrafficcouldcometoyourwebsite.


• AgoodsuggesXonforanewhostnamecouldbe“shopping.brysoncityoutdoors.com”toshowcustomersthatyousellapparelandgearonyoursite.Thishostnamecouldprovidemoreseriouscustomerswhoarelookingtopurchaseoutdoorequipmentfromalocalcompany.

TipstoopXmizetheURLforSEO

• Readableo MakingsurethatyourURLisreadabletotheaverageeyewillapractmoreapenXon

andmoreclicks.• OrganizaXon

o OrganizaXonofyourURLisgoingtosolidify• Targetkeyword

o IncludingatargetkeywordinyourURLwillhelpgeneratemorewebtrafficduetoyourwebsitebecomingmoreofaprioriXzaXon.

• Lowercaseleperso AlwaysusinglowercaselepersandNEVERuppercaselepersiskeywhenmakingthe

URL.• MobileURL

o Ensuringthatyourwebsitecanbereadableandusable,especiallywhenitpertainstomobiledevicescanhelpdrivemoretrafficespeciallyduringasmartphoneheavyera.

TITLE&TITLETAGS:

Titletagsmaynotbethefirstthingyouseeonthewebpage,it’sarguablyoneofthemostimportanttagsforsearchengineopXmizaXon.TheXtleistheinformaXonyouseeonthetabofthewebbrowser,abovetheURLandneartheexit,minimizeandfullscreenbupons.ThecontentbetweentheXtletagsiswhatprovidesabriefdescripXonaboutwhat'sonthewebpagebothtosearchenginesandtheuser.TitletagsareanassetforSEOasthetermsusedintheXtlearetakenintoconsideraXonforsearch-ability.

CurrentExample:

ThisscreenshotdepictsthelandingpageforBCOutdoors.Asyoucanseeonthetab,itshows,“BrysonCityOutdoors-GearU”


Thisscreenshotdepictswhathappenswhenyouhoveryourmouseoverthetab/Xtletags.ItprovidesthefullXtletagandtherestofthecontentthatisn’twithinthefirst28orsocharacters.

BelowisascreenshotthatdepictsthecurrentcodefortheXtletag:

YoumaynoXcethataoertheopening<Xtle>tag,thecontentmatchesthatofwhat’sshownwhenyourmousehoversthetaglikeinthepreviousscreenshot.Followingthecontentistheclosing</Xtle>tag,whichtellsthesearchenginethatyou’vefinishedsayingwhatyouneedtosay.

Recommendadons:

HerewewillproviderecommendaXonssecXonbysecXonforthecontentwithintheXtletag.

“BrysonCityOutdoors”:Whiletheinclusionofthebrandnameisaprepygoodidea,werecommendplacingittowardtheendofthetag.Thatway,youcansavethefirst28charactersthatwillshowonthetabwithouthavingtohoveroveritformorerelevantandcriXcalsearchtermsthathelpanswerthequesXonsyoursearchersarelookingfor.

“GearUpForLifeOutside”:GearandOutsidearegreataddiXons,astheyarekeywordsyoucantrytorankfor.Whilewedon’trecommendjustkeywordstuffingtheXtle,themorerelevantkeywordsyoucanaddwhilesXlladdingvalueforyoursearchers,thebeper.The“upforlife”,whileitgivesthekeywordssomecontext,it’stakingupvaluablerealestatethatcanbebeperusedtoopXmizeyoursearchengineopXmizaXonrankings.

“ShopOnline”:ThisisagreatacXontagthatcanhelpyoursitestayrelevantasanonlineshoppingdesXnaXon.Itmaybeagoodideatobemorespecificorreplacethesewithlongtailkeywords.Ifyoudecidetokeepthis,itshouldbeclosertothefrontofthetag.

WerecommendthatyouadjustyourXtletagstobemorespecificandcomplimentthemetatagswhichwillbediscussedinthenextsecXon.Specifically,werecommendyouusethefollowingexample:

METATAGS:

MetatagsareatypeofHTMLtagthatprovideadescripXonofawebpage.SearchengineslikeGoogleorBingusethemetadescripXontagtodisplayunderneathlinksonresultspages.ThesedescripXontagstypicallyrunaround160charactersinlength.IntermsofSEOmetadescripXontagsheavilyinfluenceclickthroughrateforusers.VisitorstothesitedonotseetheinformaXonfrommetatags,itisprimarilyusedbysearchengines.


BelowisanexampleofhowtocodeametadescripXontag:

<head> <meta name="description" content="Bryson City Outdoors example for a meta description. This is what shows up in search result pages"> </head>

WithmetadescripXontagsyourgoalistoprovideinformaXonanddriveclicks.GoogletypicallycutsoffmetadescripXonsataround150-160charactersinlengtheventhoughdescripXonscanbeanylength.KeepyourdescripXonanywherebetween60-160charactersinlength.

It’simportanttonotethatmetatagsdonotinfluence/factorintoGoogle’srankingalgorithm.Buttheydodriveawebpage’sclickthroughrate(CTR)whichcaninturnfactorintoapage’sabilitytorankhigher.

Let’shavealookatyourmetadescripXontagtakenfromyourwebsite’ssourcecode:

<meta name="description" content="Shop for outdoor gear and supplies as well as unique lifestyle hats, t-shirts, and stickers designed for life outside by the team at Bryson City Outdoors!">

Let’slookatwhatGoogleispullingupforyourlinkdescripXon:

ReferencingthescreenshotaboveGoogleisonlypickingup109charactersfromyourmetadescripXontagthencuungitoffandreplacingitwiththewords:“BCOUTDOORSutdoorsArrowTailRelaxedSnapBackTrucker”.

ThereasonforthisisthatsomeXmesGooglewilloverrulethemetadescripXonfromthepage’sHTMLcode.GoogledoesthiswhenitthinksthattheexisXngmetadescripXonfromthewebpagedoesnotadequatelyanswerauser’ssearchqueryandinsteadidenXfiessnippetsofinformaXonfromthepagethatitthinksmatchesthequerybeper.

GooglethinksthatthefollowingtextfromyourmetadescripXon:“outsidebytheteamatBrysonCityOutdoors!”doesnotmatchwhatusersonGooglearesearchingfor.

Recommendadon:

YourmetadescripXononGoogle


WerecommendthatyouedityourmetadescripXontagsoitshowsupinGoogle’ssearchresultspageandhelpsimproveyourclickthroughrate.Googleispullingaspecificproductfromyourwebsiteitthinksthatsuitsuser’ssearchqueriesbeperthantheendingofyourmetadescripXon.Considerincludingeithertopproductsorbrandsyousellinplaceof“bytheteamatBrysonCityOutdoors!”.Addthingsthatpeoplewouldbesearchingfortobuy.

Here’soureditedversionofyourmetadescripXontag:

<meta name="description" content="Shop for outdoor gear and supplies as well as unique lifestyle hats, t-shirts, and stickers designed for life. Shop Nalgene, Marmot, Eno, and other top brands.”

HEADINGTAGS:

HeadingtagsarethetagsthatdisXnguishthedifferentsecXonheadersonthedifferentwebpagesonyourwebsite.Searchengineslookatheadingstodeterminewhatyourpageisabout.Therearedifferentheadertagsthatchangethesizeoftheheader.Forexample,ifyouareusingthetag<H1>theheaderisgoingtobethelargest.<H2>willbeformapedlikeasub-headerto<H1>makingitabitsmaller.<H3>issmallerthan<H2>andthepapernconXnues.YoushouldsXcktousingasingle<H1>andthenyoucanusemulXple<H2>and<H3>tags.Theheadingsshouldbeshortanduseimportantkeywordsthatarerelevanttothecontentthat’sonthewebpage.Theuseof<H1>tagsformattheinformaXoninawaythatfollowstheFPapern,whichistheshapeinwhichuser’seyetrackingfollows.

CurrentExample:

LandingPage:


Thefirstscreenshotdepictsthespecificcodethatcreatedthesecondscreenshotwhichshowshowhumanswouldseethecontent.TheinformaXonimmediatelyaoerthe<h1butbeforethe“BrysonCityOutdoors”providesspecificinformaXonforhowtheheadingcontentshouldbestyled.

CraoBeer:


Onceagain,thefirstscreenshotdepictsthecodeforwhatthesecondscreenshotwillshowtohumans.Inthis<H1>tag,thereislessdetailaboutthestylingoftheheaderthaninthelandingpageexample.ThisisaprimeexampleofasimpleyeteffecXveheading.

Recommendadon

Inthiscase,wearegoingtoleavethe“CraoBeer”tagasitis,althoughaslightchangetothelandingpage’sheadingtagscouldincreaseyourSEOandprovidesomeclaritytoboththesearchenginesandyourhumanusers.Werecommendyouchangethe“BrysonCityOutdoors”headingtag,to“AboutUs-BCOutdoors”.Thiswayyouprovideclarityastowhatthefollowingparagraphoftextisaboutwhilealsoprovidingapointofreferenceforthosewhoaretryingtounderstandwhatyou’reabout(humanandsearchengines).Followingisascreenshotofthenewheadingtagforthelandingpage.You’llnoXcethattheonlythingthatchangesisthecontent,thiswaythestylingoftheheaderremainsthesame.

CONTENTKEYWORDOPTIMIZATION:OVERVIEW:

KeywordsaresortofthefrontlineforyourwebpageandSEO.Keywordsdefinewhatthecontentonyoursiteisabout;theyfillthegapbetweenthepersonwhoissearchingandyourwebsite.KeywordopXmizaXonintermsofSEOisabouthowyouuseandintegrateyourtopkeywordsintoyoursite’sHTMLcode.We’vealreadytalkedaboutkeywordsbeforebutasarefresherrememberyouwanttotargetlesscompeddvekeywords.TargeXnglowercompeXXonkeywordsgivesyourwebsitetheopportunitytorankinthosekeywordcategoriesinsteadoftryingtocompeteandrankagainstthemostpopularkeywordswithsitesthathavealreadyachievedsupremacyoftheresultspage.

Herearesomeofthewaysyoucanimplementkeywordsintoyourwebsite:

1. TitleTag:o YourXtletagshouldshowyourtargetkeywordsfrontandcenter.It’sthemaindriving

forcetoyourwebsite2. BodyText:

o Yourtargetkeywordsideallyshouldbeincludedinthebodyofyoursiteifpossible3. Links:

o Keywordsshouldbeimplementedintoallyourlinkswhenpossibleo Useonlytopicallyrelevantsources

4. Content:o Thecontentthatyoucreatearoundyourtargetkeywordscanbeusedonyoursiteto

helpwithSEOo Blogs,podcasts,videos,whitepapers,eBooksareallgreatcontentthatcanbehosted

onyoursitetodrivetraffic• AvoidburyingyourcontentinrichmedialikeAdobeFlashPlayerorJavaScriptascrawlersmightnotbeabletoindexthese


o Produceregularcontentthatmatcheswhatpeoplearesearchingfor5. ImageTags:

o Targetkeywordsshouldbeusedinthealttextoftheimagesonyoursite(seenextsecXonforfurtherdetail)

6. MetaDescripXons:o Havingkeywordrich(notstuffed)metadescripXoncanhelpproducemoreclicksand

rankyouhigherforyoutargetkeywords7. URL(s):

o KeepyourURLstructurecleanandkeywordricho UseyourkeywordstocreatehumanlikeURLs

Contentiskeyhere;youwantyourwebsitecontenttobeinformaXonrichforthosesearchingforyourkeywords.BCOutdoors’targetmarketisalreadyveryniche.TheideaisalocaloutdoorsbrandthatiscreaXngclothingandsXckersforthoseinandaroundthewesternNCandBrysonCityarea.Thisisagoodstart,howeverthecontentonthesiteforBCOutdoors’nichemarketiscertainlylacking.Thereisablogpageonthewebsite,butit’shiddenbehindthis‘info’dropdownthatisallthewaytotherightofthescreen.Alongsidethat,asoftodaythereisonlyoneblogpostfromjustovertwoyearsagoandnootherposts.

Thepostisgreat,itfitsthemarkettheyaretargeXng,butit’snotnewandit’scertainlynotapartofaconsistentlineupofblogposts.

YourwebsiteshouldbeatooltosupplementsalesthroughcontentcreaXon.


Recommendadon:OpXmizetargetkeywordsandproducemorewebsitetrafficbycreaXngkeywordrich,relevantcontent.AimtorankforlesscompeXXve,niche,keywordsandopXmizethesitearoundthem.Looktoproducefresh,informa1ve,andconsistentcontentforthosenichekeywordsthroughmulXmediasuchasblogposts,videos,orpodcasts.

Thegoalhere,asmenXonedaboveisaboutrankingfornichekeywordsthatwilldrivemoretraffictoyoursitebycreaXngcontentthat’sinformaXonrichanduseful.Theresultwillbemorepeoplecomingtoyourwebsite,supplementthatcontentwithyourproductsandsaleswilleventuallyincrease.

AddablogtabupfrontandcenterandstartcreaXngconsistentcontentforit.Theblogshouldnotbehiddenbehindadropdown,butratherbeemphasizedasanessenXalpartofyourwebsite.Theblogistheheartthatpumpsvisitorsthroughoutandaroundthesite.

IMAGETAGS:

Imagetagsoralttextareusedtogiveaback-enddescripXonofimagesonawebsite.Theyareprimarilyusedforaccessibilitypurposes.Blindorvisuallyimpairedvisitorstoyoursiteusinganarratorwillbereadthealtapributewhentheymouseoveranimage.Simplyput,imagetagsgiveatextualdescripXonofanimage.

TheimportanceofimagetagsisthattheyhelpwebcrawlerslikeGoogleindeximagessincetheycannotproperly“see”them.Whenasearchenginespotsanimageonawebpagewithoutanaltapributeitdoesit’sbesttorecognizetheimageitselfthroughimagerecogniXontechnology.TheproblemisthatGoogledoesnotseeimageslikeanormalpersondoesandit’spossiblethatwhenittriestorecognizetheimageitmiss-categorizestheimage.

ThismeansintermsofSEOisthatyouarepotenXallymissingoutonrankingforyourkeywordsorpossiblyrankingforunintendedkeywords.Imagetagsofferyourwebpagetheabilitytoincreaseyouron-pagekeywordamountandhelpincreaseyoursearchengineranking.

Here’sthebasicformatforanimagetag:<img src="BC OUTDOORShat.png" alt="Picture of a hat"> Thealttextgoesaoerthe‘alt=’andmustbecontainedinquotaXonmarks.ThebestpracdceforalttextdescripXonsinyourimagetagsisallaboutbeingsufficientlydescripXvebutnotbeingoverlydescripXvetostuffkeywordsin.HereareafewXpsforwriXnggoodalttext:

• Describetheimageasspecificallyaspossible• Keepitshortandsweet• Usekeywordswhenapplicable• Avoidkeywordstuffing

Let’slookatanimagetagfromBCOutdoors’website.WecanlookattheHTMLoftheimagebyrightclickingonitandclickingon“inspectelement”fromthedropdownlist.Ipulledtheimagetagforahatonthewebsite.


Wecanseewheretheimageisgettingpulledfrom(shopify.com)followedbyitsalttextwhichis:“WestofAsheville–RelaxedR-ActiveLiteHat”Thisisanexampleofasuboptimalalttextdescription.Thinkofitthisway,ifavisuallyimpairedpersonhoveredtheirmouseoverthisimageandheardthat,theywouldhavenoideawhatthatproductis.Insteadofthelong,brandedalttexttrysomethinglikethisinstead:<img src="//cdn.shopify.com/s/files…." alt="Purple relaxed fit hat with West of Asheville embroidery"> Recommendation:Goingontheexampleaboveandfortheotherproductsonyoursite;werecommendthatyoulookatallthealttagsonyourwebsiteandmakesuretheyaremorefocusedondescribingtheproductinspecificdetail.Agoodruleofthumbisifsomeonehadtheireyesclosedandyoureadthemthealttextforanimage,couldtheypictureotherimagerelativelyaccuratelyintheirhead.Ifyes,thenyou’reontherighttrack.Buttomostpeopletheywouldn’tknowwhata“WestofAshevilleRelaxedR-ActiveLiteHat”wouldlooklike.Andmoreimportantlythat’sprobablynotwhatpeoplearesearchingforinGooglewhenlookingtobuyingahat.

ANCHORTAGS&ANCHORTEXT

Anchortagsdealwiththehypertextandhyperlinksonwebpages.HypertextarethewordsyouclickonwhilethehyperlinksarewhattakesyoutothedesXnaXonpage.Hypertextarealsoknownasanchortextandhyperlinksarealsoknownasanchorlinks.Anchortagscanhyperlinktocontentwithinandacrossbothwebpagesandwebsites.AnchortagsareimportantbecausetheycontainadescripXonandalinktowebcontentthatmatchesthedescripXonwhichisamassivebonusforsearchenginesandyouropXmizaXon.It’sagoodideatousekeywordsastheanchortextandadjusthyperlinkURLstocontainsimilarkeywords.Thatwayyoucancluethesearchenginesinthatboththesitesarerelevanttothosekeywords.

Here’stheimageofthehat

Andhere’stheimagetagandalttextforthesamehat


CurrentExample:

ThiswebsiteisloadedwithanchortagsasitisusednotonlyforinformaXonbutforshoppingaswell.Thewebsiteprovidespreviewsofproductsandproductnamesthatactastheanchortext.Theyeachhaveaspecificanchorlinkthattakesthemtothatspecificproduct’sshoppingpagesothatitcanbepurchasedthroughaseparateanchorlink.Thiscanbereachedbyhoveringoveraproductpreviewimageandclickingthehighlightedareorthe“view”buponthatappears.


You’llnoXceinthecodethatthefirstpartofinformaXonwithinthe<atagshowsthesecXonsandsubsecXonsthatyouwouldhavetogothroughtoreachthiswebpage.Thenextpartprovidestheanchorlinktotakeyoutotheproductpageforthespecificproduct.ThereisthenthenameoftheproductandthecodetoprovidethepreviewimageandotherinformaXononthepageincludingtheprice.

Recommendadons:

Whilethe“ViewNow”buponisagoodaspectoftheanchortext,itwillhelpyourSEOifyoureplacethatwith“Shop”,sincethatisasearchtermyouwillwanttorankfor.TheanchorlinksforthevariousproductsdoagreatjobofincludingdescripXonsoftheproductintheURLitself.Theonlychangewewouldmaketotheanchorlinkwouldbetoplacethe“bryson-city-outdoors"partsoftheURLaMertheproductdescripXon.Thatwayitwillshowupsoonerintheanchorlinkpreviewandagainhelpyourankformoresearchterms.Thecodeshouldlookasfollows:

SECTION2:WEBSITEUSABILITYAUDITInthissecXon,wewillprovideanauditoftheusabilityofBrysonCityOutdoors’website.Thelandingpage,sub-pages,navigaXon,generaldesignandthecalltoacXonwillallbeanalyzedandrecommendaXonsforeachwillbeprovided.

LANDING&SUB-PAGES

ThelandingpageforBrysonCityOutdoorsislackingcontentwhenonefirstcomesontothewebsite.Asshowninthescreenshotbelow,theonlythingvisiblewhenfirstvisiXngthewebsitearethesub-pagetags,thelogoandhalfofaphoto.ThisisprevenXngmostinformaXonfrombeingseensinceitis


geungpusheddownandisnotvisiblewhenfirstcomingtothewebsite.However,thepictureonthelandingpageisgoodandverycapturingaboutwhatBCOutdoorsisallabout.Therewardsbuponinthebopomrightofthelandingpageisagreatfeature.Thisallowsthevisitortobeabletoclickthatandviewtheirrewardsprogram.OncethebuponisclickedthereisanopXontojoin.

HereareafewrecommendaXonspertainingtothelandingpage:

• Makethelogoitselfsmaller:ThiswillcreatemoreroomforotherinformaXonandlinkstobevisiblefortheiniXalvisittothewebsite.

• BringthesocialbuRonsuptothetopofthepage:Thiswillallowvisitorstoaccessthesocialmediafasterthanlookingthroughthewebsitetofindlinkstothesocialmedia.Sinceitwillbeoneofthefirstthingssomeoneseeswhenaccessingthewebsite,thiscanencouragethemtoclickthebuponsandfollowBCOutdoorsonsocialmedia.

• Havinga“chat”featurebuRon:Liketherewardsbupon,therecanbeachatbupon.ClickingthechatbuponcanleadthemtosomeonewhowilltalktothemaboutanyquesXonstheyhave.

Thesub-pagetabshavegoodvisibilityonceonthewebsite,andarecorrespondenttowhatpertainsinthemonceclicked.Thereareafewthingsthatcanbedonetoimprovethesub-pages.

HereareafewrecommendaXonsthatpertaintothesub-pages:

• Getpicturesforalllisteditems:Asshowninthescreenshotbelow,therearemulXpleproductsthatdon’thavepicturestoshowwhatitis.Consumerslookingtopurchasetheseproductsarenotgoingtoknowwhatthe“BCOutdoorsSingleWallPint”lookslike.


• Stayconsistentthroughoutthetabs:LikemenXonedabovethetabsandXtlesofthesub-pages

aregreatanddisplaywhatisportrayed.However,“sXckers”istheonlytabwithoutadrop-downopXon.SincethereisanabundanceofsXckeropXons,ideasforadrop-downopXonforthesXckerstabwouldbetogroupsXckersalike.Forexample,underthesXckertabtherecanbetheopXonfor“BrandnamesXckers”,“LifeOutsidesXckers”,“AnimalsXckers”,andsoon.

• Consistencythroughouttheproductdtles:TheproductXtlesallhaveeitherhave“BrysonCity

Outdoors...”or“BCOutdoors...”intheirproductXtles.Consistencyineitheroneortheotherwilllookcleanerthanswitchingbackandforthbetweenthetwowaystosaythebrandname.

• Dowithoutbrandnamesinproductdtlesorputthemattheend:WhensomeonecomestoshophereonlinetheyknowthattheyareshoppingforproductsproducedbyBrysonCityOutdoors.However,iftheysXllwantedtheirbrandnameintheXtle,wewouldsuggestitgoesattheendofthebrandXtlename.Itwilltakeawaylessfromtheproduct.


NAVIGATION&REALESTATE

NavigaXonofawebsitecanbedeterminedonhoweasyitistofindcertainthings,howeasilyaccessibledifferentinformaXonis,andthedifferentbehaviorpapernsonemusttaketogetthere.Overall,navigaXontogetanywhereiseasyandveryaccessible.ThetabsatthetoparerepresentaXveofthesub-pagesinthemandtherearedropdowntabstofurtherrefinewhatonecouldbesearchingfor.Onthelandingpageatthetopisasearchiconwhereonecansearchanythingthroughoutthewebsite.Thereisalsothecarticonifonewantedtogostraighttotheironlineshoppingcart.Therewardsbuponstaysonthescreeninthebopomrightcorner,thereforeitiseasyforonetoknowwheretonavigateifwanXngtoviewtherewardsopXon.Thesocialmediabuponsareonthewebsiteaswellasa“BeinTheKnow”,whichmakesiteasyfromsomeonetonavigatetheirwaytoBCOutdoors’socialmediaaswellasjoiningtheemaillist.

Realestatepertainingtoawebsitecanbedescribedashowwelltheyusethespaceontheirpages.LikemenXonedaboveinprevioussecXons,BCOutdoorscanusethespaceoftheirwebsitemorestrategically.

Asseenabove,thelogoitselftakesupabout1/3ofthelandingpage.


SuggesXonstotheaboveissuewouldbe:

• Shrinkthesizeofthelogo:Byshrinkingthesizeofthelogo,BCOutdoorswillbeabletofillinthatemptyspacewithimportantthingsthatneedtobeonthelandingpagewhichrightnowtheycannotfit.

CALLTOACTION

CalltoacXonsarethestatementsthatdriveacXonfromtheusers.ThereshouldbeatleastonecalltoacXononeachwebpageandevenmoreonthelandingpage.Thisway,theuserhasanideaofbehaviorstheycanpartakeinandtheywillbeencouragedtopartakeinthoseacXons.

LandingPage

ThefirstcalltoacXonyoucomeacrossisapachedtothescrollingimagesonthelandingpage.WhilethecalltoacXonandtheinformaXonprovidedisgreatandincrediblyhelpful,itdoesn’tprovidelinkstoanotherwebpagethatcouldprovidemoreinformaXon.Inthescreenshotabove,youcanseeinthesubtextthe“CheckOut...intheBopomofNobelHall”.ThisisgoodbecauseitprovidesaclearacXonandprovidesapointofreferenceforwhereitis.ItmightbeagoodideatoplacethatontheprimaryXtleinsteadandgiveitmoreimportance.

Asyouscrolldownonthelandingpage,thenextcalltoacXonsyoucomeacrossinvolvethedifferentshoppingwebpageswithinthewebsite.Thespecificcallis“viewall”.Whilethisisclear,amorespecificandbehaviorisXccallsuchas“shophere”couldgeneratemoreconversionandprovidemoreclaritythattheseitemsareavailableforonlinepurchaseaswell.AnothersuggesXonwouldbetomakethebuponsfortheshoppingwebpagesmorerounded.Thisisanormthatprovidesfamiliaritytotheusers.


ThelastcalltoacXononthelandingpageistheemailsignupsecXon.ThisisagreatcalltoacXonandprovidesaveryclearbehavioracXonplan.Itdescribeswhatyou’resigningupforandoffersaquickandeasywaytoaddyouremail.ItisalsogoodpracXcetoprovidethosesocialmediabuponsasitprovidesanother,lesscommitmentopXonforvisitorstostayincontact.ThisisgreatpracXceandisagreatexampleofasuccessfulcalltoacXon.

ShoppingPages

AlloftheshoppingpageshavethesamelookandaspectswhenitcomestothecalltoacXonsowewillusetheHatspageastheexampleandthesamerecommendaXonscanbeappliedtothet-shirts,sXckers,andgearuppages.

ThecalltoacXononthesepagescomeprimarilyfromthedescripXonparagraph,asshowninthescreenshotaboveinthetopleocorner,andthepromptthatcomesupwhenyouhoveroveraproduct,suchasthescreenshotdepictsabove.

ThecalltoacXonintheparagraphissimply,“Getonetoday...”whilethisisfine,itisn’tespeciallyexciXng.AmoredirectanddrivencalltoacXonmaybeappropriateforthissecXon.WealsorecommendthatyouseparatethecalltoacXonsentencefromtherestoftheparagraphtodrawapenXontoit.


ThecalltoacXonontheproductpreviewis,“View”.Thiscouldbechangedto“Shop”tomakeitclearthattheproductisavailableforimmediate,onlinepurchase.Italsoencouragesshoppingbehaviorfromtheuser.

ServicesPage

Thisscreenshotdepictsthelandingpageforthetwoservicestheyoffer.WhileusingalandingpageisagoodideafortheaestheXcandorganizaXonofthesite,italsorequiresasecondbehaviortogettheusertoactuallyfindtheinformaXon.Theycandothisbythe“moreinformaXon”hyperlinkwhichalsocountsasthecalltoacXon.Thiscouldbereplacedbyamoretheme-fiung,“discovermore”.ThissXllprovidesaclearcalltoacXonandXesinbepertotheoutdoorthemethatBCOutdoorsisportraying.


BRYSONCITYOUTDOORS

SOCIALMEDIADISTRIBUTIONPLANBRYSONCITYOUTDOORS


SOCIALMEDIADISTRIBUTIONPLANOVERVIEW:

Inthisdeliverable,wewillgooverthedistribuXonplanforcreatedcontentviasocialmedia.TherearetwosecXonstothedeliverable:inthefirstsecXon,wewillgoovertwoplamormswethinkwouldbebestforcontentdistribuXonandyourbusinessandwhywechosethem.

ThesecondpartofsecXononeisa“how-to”guidetotheplamormsselectedinsecXonone.ThissecXonwillgooverhowtotransportcontenttotheplamorms,howtomaintainpostedcontent,andhowtoeffecXvelyuseheadlinesandoutboundlinks.

SecXontwowillprovideaplanofSMARTobjecXvesforyourbusinesstofollowalongwithyourFacebookpage,Instagrampage,andwebsite.

SECTION1:DISTRIBUTIONPLAN

PART1-PROFILES:

FACEBOOK

BriefOverview:

Facebookisbyfarthelargestsocialmedianetworkintheworldwithover2.45billionmonthlyacXveusers.WhatFacebookprovidesforabusinessisaplacetoconnect,engage,andbuildarelaXonshipwithcustomersthroughsharingphotos,videos,ortextupdatesonapersonalizedpage.

KeyComponents:

• Timelineo Thisiswhereyoushareyourpostsandexperiences.ItcanincludeinformaXon,

memories,andmilestonesfromyouraccount.WhatyouchoosetoshowonyourXmelineisbasedonyourprivacyseungs.

• Statusupdateso Astatusupdateisanything(photos,videos,orthoughts)youdecidetosharewithyour

Facebookfriends.ThroughyourstatusupdateyoucanincludeyourcurrentacXvity,currentlocaXon,ormenXon/tagfriends.

• Newsfeedo TheFacebooknewsfeedisa“constantlyupdaXnglistofstoriesinthemiddleofyour

homepage.”Thenewsfeedincludesstatusupdates,photos,videos,links,andmorefromthepeople,pages,orgroupsthatyoufollow.

• Fanso Facebook‘fans’arepeoplewholikeapage.Fanstypicallyjoinabusiness’orbrand’s

pagebecausetheyareinterestedinthetopicsorupdatesthebusinesscommunicates.• Engagements

o EngagementsonFacebookareanacXonsomeonetakesonyourpageorpost.o EngagementsonFacebookcanbegaugedbythreemetrics:

§ Likes–Simplest&lowestformofengagement§ Comments-Secondhighestformofengagement§ Shares-Thehighestformofengagement


o Thehigherengagementonyourpost,themorelikelythatyourpostwillhaveorganicreachtosomeone’snewsfeed.

Relevance:

AFacebookbusinesspageisoneofthebestwaystoconnectwithandcommunicatewithyourcurrentcustomers,followers,andfansaswellasbeingagreatplacetogrowafollowing.

Atitscore,itissimplythebestandeasiestwaytodistributedifferenttypesofcontenttoyouraudience.FacebookallowsformulXpletypesofcontenttobepostedviaastatusupdate.Youcanpostvideos,photos,text,oroutboundlinks(blogs,productlinks,etc.)thatwillthenbedistributedtoyourfan’snewsfeeds.ThenewsfeedallowsyoutodistributemulXmediacontentthatyoucreatetonot

ForBCOutdoors,Facebookisanobrainermusthave.WithourrecommendaXonsinprevioussecXonsFacebookallowsanopportunityforyoutoimproveyourSEOthroughinboundandoutboundlinkstoyourwebsite,distributedifferentformsofmeaningfulandawesomecontenttoyouraudienceinstantlyandeasily,apractnewfollowers/fanstoyourFacebookpagethenyoursite,andpotenXallyincreasesalesandfoottrafficamongotherthings.

Foryourindustry,Facebookisaplamormthatprovidesalotofotherusefulfeaturesforplaceslikebarsandtaprooms,suchas:

• Providingaplacetoleavereviewsandotherfeedback• Aplamormtoplanandorganizespecialeventsandgatherings• Anopportunityto‘humanize’yourbusinessbyshowcasingbartenders/employeesorcustomers

Althoughslowlyfadinginpopularityforyoungeragegroups,Facebookremainsoneofthetopwayspeoplekeepuptodatewithpeople,businesses,orgroupstheyareinterestedinandallofit’sfeatureslaidoutabovemakeitimportanttohaveforanybusiness.FacebookhassomecrosscompaXbilitywithInstagramaswell,whichwewillgoovernext.

Tips+GeneralGuidelines:

BelowaresomeXpstohelpyoumakeyourFacebookpageaseffecXveaspossible.

• Keepitrealo Firstandforemost,beauthenXcandbereal.Don’tsoundlikearobot/adwhenwriXng

acapXonforapost,getcreaXveandbeconversaXonal.o Keepthewordingonpostsshortandconcise.Peopleskimreadonsocialmedia;they

lookonlyforimportantdetails.Ifyourpostistoo/overlywordyyouruntheriskofitbeingskipped.

• Getcreadveo Postavarietyofcontent.UnlikeothersocialmediaplamormsFacebookallowsfora

widevarietyofcontenttodistribute,usethattoyouradvantage.o Postswithvisualmediaget86percentmoreengagementthanablockoftext

• Acknowledgeandengagewithyouraudienceo RespondtocommentsandhaveaconversaXonwiththepeopleengagingwithyour

post.o Inspireyouraudience;trytounderstandyouraudience’svaluesandtailoryourcontent

tothem.Exploretopicstheywantexplored,• Checkonthecompeddon

o LearnhowtobeautonomousfromthecompeXXon.RegularlytrackandcheckonthetypesofcontentthatyourcompeXtorsareposXng.


o Findtrendsinwhattopicstheywriteabout,whatwebsitestheypostfrom,orhowtheystructuretheircontent.

INSTAGRAM:

BriefOverview:

Instagramisaphoto/videosharingsocialmediaplamormthatisownedbyFacebook.InstagramputsitsemphasisonmobilecompaXbilityanduse.Withover1billionacXvemonthlyusersitisoneofthelargestsocialmediaplamormsespeciallyamongyoungeragegroups.MostofInstagram’susersfallbetweentheages25-34.

KeyComponents:

• Storieso Instagramstoriesallowuserstosharephotos/shortformvideostotheir‘story’whichis

visibletofollowersofthatuser’saccount.LikeSnapchatstories,Instagramstoriesdisappearaoer24hours.

• Hashtagso HashtagsonInstagramsharethesamefuncXonashashtagsonTwiper;hashtags

organizephotoandvideocontentunderakeyword(s).InstagramhashtagscanbeincludedinthecapXonofanimageandaidincontentdiscovery.Instagramonlyallowsforamaximumof30hashtagspercapXon.

• Exploreo TheexplorepageofInstagramismadeupof:

§ Postslikedbypeoplewhosepostsyou'veliked§ Postsfromaccountslikethosethatyoufollow§ Postswithhighengagement

o Exploreselectspoststoshowyoubasedontheabovecriteriaandmore,allowingforamoreorganicfeedinsteadofacontrolledonebasedonwhoyoufollow.

• Filterso PerhapsoneofthemosticonicfeaturesofInstagramisitsmanyfiltersandphoto

ediXngtools.ThereisawidevarietyoffilterstouseonInstagramsoit’skeythatyoubeconsistentwithyourfilteruseifyouuseanyatall.

Relevance:

Instagramisimportantbecauseitallowsbusinessestosellsomethingmorethanjustproducts,itallowsyoutoshowcaseyourbrand/businessonyourownterms.

AlthoughratherlimitedintermsofcontentrestricXons,InstagramgivesyouthetoolstocreaXvelydistributeyourphoto/videocontent.InstagramisimportanttobusinesseslikeyoursbecauseofitsenXrelyvisualapproach.HerearejustsomewaysInstagramisusefulforyourbrand:

• Putafacetoyourbrand§ AcreaXvebioandfeedcanaddalotofpersonalitytoyourbrandandbusiness.

Picturesofstaff,events,happycustomers• Tellinteresdngstorieswith‘stories’

§ InstagramstoriesallowyoutogetcreaXvewithyourstorytelling.Forexample,ifyouhaveabigeventthatyouwanttocaptureyoucanshareinrealXmethehighlightsofthedayforthosewhomissedoutandwrapitupinauniquepackage.


Youcanalsosavestoriessotheyappearpermanentlyaboveyourfeedforfutureplayback.

• Showyourproductsandtheirimportance§ Thesaying“show,don’ttell”iswhatInstagramisabout.Providemorevaluefor

youraudiencethroughvisualelements.• Buildconnecdons

§ Connectwithandtalktootherbusinessesorindividualswhosharethesamelifestylesandinterests.

• Addacalltoacdon§ Addblogorproductlinkstoyourstoriesorpoststoboostoutboundtraffictoyour

website.• Golive

§ InstagramhasalivestreamfeaturethatallowsyoutoconnectwithandupdateyouraudienceinrealXme.

• Getfeedback§ Instagramstorieshaveapollingfeaturethatallowsyoutogetquickfeedbackon

anyquesXonyouhaveforyouraudience.

Instagramalignswellwithbothyourtargetmarketandtheirlifestyles.MostpeopleuseInstagramtocapturethedailyhappeningsoftheirlives,acXviXes,orhobbiestheyhave.WiththatinmindmanypeopleuseInstagramtocapturenaturephotosandpostthemfortheirfriendstosee.Toputitsimply,wethinkmostpeopleinyourmarketareusingInstagramastheirmainsocialplamormthereforeitshouldn’tbeignored.

Tips+GeneralGuidelines:

HerearesomegeneralXps&guidelinestohelpgrowyourInstagram

• Postcontentyouraudiencewantstoseeo Simplyput,knowyouraudienceandwhatkindofcontenttheyliketoseeand

engagewellwith.Onceyouhavethatfiguredout,you’llbegintoseenaturalgrowthonyourpage.

• Usehighqualityimageso UsenaturallighXngo Removecluperandcleanupyourimageso TakemulXpleshots/apemptsandtrydifferentangleso Don’toveredityourimages

• Sizeimagesappropriatelyo InstagramsupportsthreedifferentorientaXonsandsizes:square,landscape,and

portrait.§ Square–1080x1080pixels(1:1aspectraXo)§ Landscape-1200x628pixels(1.9:1aspectraXo)§ Portrait–600x750pixels(4:5aspectraXo)

• IncludeaCTAinyourpostso Getyouraudiencetoengagewithyourposts

§ AskthemaquesXon§ Askthemtotagsomeone§ Askthemtotellyousomething

• Tellstories


o GetcreaXve,usetheplamormtoitsfullextentandshowyourproductsinaninteresXnganddifferentwaythatwillengageyouraudience.

• Postconsistentlyo UsersonInstagramwanttoseenewcontentonaregularbasis.PostatXmeswhen

youraudiencewillbemostacXve.Althoughit’simportanttopostconsistentlynewcontent,don’tskipoutonqualityinordergetmorepostsout.

PART2–STEP-BY-STEPDISTRIBUTIONGUIDE:

FACEBOOKSTEP1(REGISTERING):

1. Gotohpps://www.facebook.com2. Eithercreateanewaccountbyenteringthedetailsontheright-handsideofthescreenorsign-

intoyourownpersonalaccountusingthelog-inonthetopbar

a. b. LOGININFORMATION:

i. Username:BCOutdoorsoncampusii. Password:beerandgear

3. Aoeryou’reintheaccount,goto“Create”onthetopright

a.


b. 4. Click“Page”5. Click“GetStarted”undertheBusinessorBrandsecXon6. Enteryourpagename:BCOutdoorsonCampusandenteryourcategory:Bar7. Thenaddtheaddressandphonenumber


a. 8. Click“ConXnue”9. Addaprofileandcoverphotousingthelogoastheprofileandapleasing,brandrelevantimage

suchasaphotoofthebarortheexteriorofthebrickandmortarasthecoverphoto.

STEP2(PERSONALIZING):

1. IfyouusedapersonalFacebooktocreatethepage,therewillbeanopXontoinviteyourFacebookfriendstolikethepage.Werecommendthatyouusethisfeatureandinviteasmanypeopleaspossible.


a. 2. Click“EditPageInfo”3. You’llnoXcealargelistofopXonsontheleo-handsideofyourscreen.GothrougheachsecXon

andaddalloftheinformaXonitasksonthemainpartofyourscreen.

a. STEP3(PUBLISHINGCONTENT):

1. Werecommendyourefertoparttwoofthispacket(D3:ContentStrategy)forideasofspecificcontentyou’dliketouse

2. TopublishthecontentthereareafewopXons:a. Typestraightintotheboxwhereitsays,“Writeapost...”fortext-basedcontent

i. Youcanusethisfeaturetolinkbacktoablogyoumayhavewripenordirectlybacktoyourwebsite

1. Don’tforgettouXlizeyourURLforSEOlikewemenXonedinD4:WebsiteRecommendaXons

b. Click“photo/video”toeitheruploadpreviouslycreatedphoto/videocontentorcreatethecontentattheXmeyouclick“photo/video”.

i. WerecommendcreaXngthecontentpriorandediXngitoutsideofFacebookandthenuploadingthefinishedproduct

c. Ifyouclickonthethreedotsbupon,moreopXonspopup.Youcancreateanevent,golive,presentvisitorswithandofferamongotherthings.


d. e. ForalltheaboveopXons,youcaneitherpostthecontentimmediatelyoryoucan

scheduleittobepostedataspecificlaterdate/Xme.3. Addrelevanthashtags,includingonebrandedoneandseveralrelatedhashtagsthatmaynotbe

directlyrelevanttoyourbusinessbutisrelevanttoyourbrandandtheimageyouaretryingtoportray

4. Post!

STEP4(MONITORING):

Nowthatyourcontenthasbeenposted,besuretokeepaneyeonthelikes,comments,sharesandanyotherengagementsyoumayreceive.

1. Watchthelikes,commentsandsharesyoureceive2. Keepaneyeonthevelocityofyourengagement:

a. Howquicklyyouacquirelikes,commentsandsharesb. Ifyouhaveaquickvelocityonanimportantpost,youcan“boost”itwhichisasimple

formofadverXsing/promoXngthepost,geungitinfrontofothereyeswhomaynotfollowyouyet

3. Engagewiththosewhocommentorshare.EithersaysomethinginresponseorsimplythankthemfortakingtheXmetolookatyourcontent.


INSTAGRAMSTEP1(REGISTERING):

1. Gotohpps://www.instagram.com2. YouhavetwoopXonshere,youcaneither:

a. ConnecttheInstagramtoyourFacebookwhichwerecommendb. Createfromscratchusingyouremail.Wewentwiththelaper:

3. a. Email:[email protected]. Username:brysoncityoutdoorsoncampus

i. Longandnotidealbut@BCOUTDOORSutdoorsonCampuswastakenc. Password:beerandgear

STEP2(PERSONALIZING):

1. Followpeopled. Instagramwillofferalistoffamous/popularusersyoucanfollow.TakethisXmeto

followpeopleyoualreadyknow,compeXtorsorotherbrandsthatalignwithyours


e. 2. Aoeryoufollowpeople,clickconXnueandyouwillbebroughttoyourprofilepage.Itwill

providepromptsforyoutofollowtofurtherfilloutyourprofile

f. 3. Aoerfollowingthoseprompts,clickthe“editprofilebupon”asshowninthescreenshotabove.

FilloutthatinformaXonincludingafunandinformaXonalbio

STEP3(PUBLISHINGCONTENT):

1. It’simportanttorememberthatInstagramisprimarilyvisual,sotheuseofphotoandvideoaregoingtobetheonlywaytogo.WiththerearethreedifferenttypesofdistribuXonthatcanbeused:

a. Postsi. Photosorvideosthatareapachedtoyourprofile

b. Storiesi. Expiringcontentthatwillshowtoyourfollowersfor24hoursandthen

disappear


ii. Brokenupinto10secondvideosor10secondstoviewthephotoc. IGTV

i. AllowstheposXngoflong-form,verXcalvideosd. Live

i. Allowsyouto“golive”infrontofyourfollowersthatareacXveattheXme.Thisisagreattoolifyouhaveaspecialeventorlaunchorsomethingofthatnature.

2. LikeFacebook,youcanpostbyuploadingpreviouslycreatedcontentoryoucancreateitdirectlyintheapp.Again,werecommendthatyoumakeitanuploaditversusmakingitintheapp.Thiswayyoucansavethecontentandhasthequalityofawellputtogethervideo

3. Topost,clickthesmallsquarewiththeplusinitthat’sfoundonthebopombarofyourphonewhentheappisopen.

a. 4. Choosethecontentfromyourcameraroll


a. 5. Click“next”6. YoucanconXnuetoeditthecontentifyouwish,butwerecommendyoucompleteyouredits

onsoowarebesidesInstagramsoyoucanquicklyuploadthecontent.7. Click“next”


a. 8. AddacapXon

a. Besuretobekeywordheavyifitremainsincontextandincludeyourbrandedandrelevanthashtags

9. Tagrelevantpeople/accountsifnecessary10. AddalocaXon11. Click“Share”!

STEP4(MONITORING):

1. Nowthatyourcontenthasbeenposted,besuretokeepaneyeonthelikes,comments,sharesandanyotherengagementsyoumayreceive.

4. Watchthelikes,commentsandsharesyoureceive5. Keepaneyeonthevelocityofyourengagement:

a. Howquicklyyouacquirelikes,commentsandsharesb. Ifyouhaveaquickvelocityonanimportantpost,youcan“boost”itwhichisasimple

formofadverXsing/promoXngthepost,geungitinfrontofothereyeswhomaynotfollowyouyet

Agoodwaytocomparewhatisgoodcontenttopostonsocialmedia,andhowtogoaboutposXngit,canbeseenbyhowcompeXtorsandbigbrandsinthesamemarketasyouconveytheirbrand/productsouttothedigitalworld.


Figure1.1

InFigure1.1,TheNorthFace,averysuccessfulcompanyusesthepoliXcalandgeographicalissueofclimatechangetoreachits’customers.Thiskindoftopicisnotalwaysneeded,butthemengagingwiththeiraudienceonFacebookcanhelpincreasetheirsocialmediapresenceandtheirtrafficthroughoutthesite.


Figure1.2

InFigure1.2,theworldknownoutdoorretailer,L.L.Bean,takesadvantageoftheThanksgivingholidaytopromoteacampfireandtheuseoftheirapparelinthewilderness.Thisideaisgreattousebecausethisspecificholidayhighlightsfamilyandblessings,whilesXllpromoXngtheirouterwearwithoutaforcingheadlinedowntheaudience’sthroat.Thepostalsoengagestheaudiencebyusingaconsumer’sphoto,whohappenstobeawellfollowedInstagrammeraswell.


Figure1.3

InFigure1.3,REI,anoutdoorgearandsportscompany,usesInstagraminanaudiencefriendlyway.ThecompanypostsInstagramphotosontheirmainpageofconsumerswhoparXcipateintheirworldwidemovement,evenincludingrecognizablehashtags,suchas“#OptOutside,”andthestatewheretheconsumersresidein.REIeventagstheconsumerswhosubmipedthephotos.Thishashtagisgoodtoincludebecauseitcanhelpmakethepostmorerecognizableforpeoplewhowanttobeinvolvedwithcleaningandpreservingtheoutdoors.

SECTION2:OBJECTIVESWHATDOESINSTAGRAMANALYTICSMEASURE?Organicreach:Allthelikesandclicks.Thisincludessharingofposts,mediaengagement,linkclicks,hashtagclicks,likes,profileclicks,andshares

Re-engagement:Replyingtocomments,likingotherposts,reposXngotherposts,sharinglinks,andjustinteracXngwithotherpeopleandaccounts.

InstagramInsights:InstagraminsightsprovidesthestatsonassessingyourInstagrammarkeXngefforts.Youcanseehowmanypeopleviewedastory,thereachofapost,websiteclicks,impressions,anditshowsyourtoppostsandstoriesofthepast24hours.


WHATDOESFACEBOOKANALYTICSMEASURE?OrganicReach:Thisisthenumberofuniqueindividualswhosawaspecificpostfromyourpageontheirnewsfeeds,Xckers,ordirectlyontheirpages.

TotalEngagement:Thisisallthevariousclicks,includinglikes,comments,sharingand,linkclicks,hashtagclicks,likesprofileclicks,andshares.UseFacebookInsightstotrackengagementandinteracXononyourtwiperaccountpage.

Engagement:Thisissharing,liking,reposXng,andengagingwiththeoutsideaudiencetobuildyourbrand.

SPECIFICGOALSANDADVICE:1. ProvidecustomerswithaXmelychanneltoanswerquesXonsaswellasprovideservicesto

createbrandloyalty.a. Createauser-friendlywebsitethatiseasytonavigatewithusefulcontentandinspires

moretraffic.WordPress,podcastrecordingoniPhone,andediXngsoowaresuchasaudacity.

b. CreaXngcontentthatiseasytouse,helpful,andwithvariousplamormswilldrawmoreapenXontoBCOutdoorsasabrand

2. ProvidecustomerswithaXmelychanneltoanswerquesXonsaswellasprovideservicestocreatebrandloyalty.

3. Createauser-friendlywebsitethatiseasytonavigatewithusefulcontentandinspiresmoretraffic.

MEASUREABLEOBJECTIVES:1. Increaseclickthroughrateofwebsiteby30%inoneyear,withastretchgoalof50%.Keep

BrysonCityOutdoorsonthefirstsearchengineresultpagewhenconsumerssearchspecifickeywords.inayear.

a. UXlizeFacebookadstofitthespecificlocaloutdoorsports/lifestyleandbreweryniche.2. Specific:IncreasebrandawarenessonFacebookaccountwithina50-mileradiusofBrysonCity

andWCUlocaXons.3. Measurable:Increasefan/followercountby25%.Increaseaveragepostreachtobe7,500per

post.Stretch:Increaseaveragepostreachto12,500inayear.

SMARTGOALFORFACEBOOK:1. Specific:IncreasecontentcreaXononaconsistentschedule2. Measurable:Usethe6-monthpublicaXonschedule,butconXnueforaconsistentpublicaXon

scheduleforafullyearwithonecontentpost(blog,video,how-to-guide,guides,podcasts,etc.)perweek.

3. Apainable:Yes4. Relevant:Tocreatemorebrandawarenessinthesurroundingarea.5. Timely:One-yeargoal.

SMARTGOALFORCONTENTCREATION:1. Specific:IncreasebrandawarenessonInstagramandcreateabrand-specifictheme.2. Measurable:Increasefollowercountby20%.Stretchgoal40%.Postnomorethantwophotos

daily,usingrealphotographywithanichefeedtheme.


3. Apainable:Yes4. Relevant:Tohavecontenttoconsistentlypost.5. Timely:Yearlygoal.

SMARTGOALFORINSTAGRAM:1. Specific:Auditwebsiteandcreateauser-friendlyexperiencetodrivemoretraffic2. Measurable:Increasewebsitetrafficby50%3. Apainable:Yes4. Relevant:Topostgoodpoststhatapracttothenicheaudience.5. Measurable:Increasefollowercountby20%.Stretchgoal40%.Postnomorethantwophotos

daily,usingrealphotographywithanichefeedtheme.

CONCLUSION

ThisstrategyhasbeencreatedwiththeintenXonofprovidingaframeworkfor:

• howtolistentowhat’sbeingsaidaboutyourbrandthroughsocialmedia,internetsearchandotheravenues

• apublicaXonschedulewithcontentideasaswellascompletedposts• anideaofhowkeywordsworkandwhichonestofocuson• step-by-stepguidetocontentcreaXon• recommendaXonsforamoreefficientandinformaXon/revenue-drivingwebsite• adistribuXonplanforspecificsocialmediaplamorms• step-by-stepdistribuXonguide• goalstohelpyoumeasureyourprogressusingsocialmedia

BCOutdoorsisalreadyasuccessfulbrandandhasanexciXngfutureaheadofit.ThisstrategyisacollecXonofsuggesXonsandapplicaXonsforusingsocialmediaandotherweb-basedchannelstosuccessfullyapplyasupplementalmarkeXngstrategy.

Documents

SOCIAL MEDIA MARKETING STRATEGY · 2020. 1. 22. · social media marketing strategy bryson city outdoors prepared by: spencer hemingway, kate swartwout, immanuel wilder marshall beaty,