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http://sarahtpage.com
SUPER Social Media
Parks & Recreation Social Media Campaigns That Soar to Success!
Get these slides here: :
http://sarahtpage.com/TRAPSInstitute/
http://sarahtpage.com
WHY Opportunity to
communicate about all sorts of native Texas wildlife species
Capitalize on the popular “March Madness” basketball tournament fervor
HOW
Voting began March 18, 2013
TPWD posted photos of the animal opponents on Facebook
Fans simply “liked” their photo of choice to vote
The species with the most votes moved on to the next round
Used a bit.ly link to track clicks to Prezi bracket
RESULTS
Total reach of 582,514 unique people who saw the posts
The top “viral” Facebook post of the contest was the final showdown between the Bobcat and the Horned Lizard with a reach of 52,073 and 5.4% virality
The Prezi page with the bracket graphic got 3,294 views
WHY Get people engaged
on social media and talking about Raleigh parks and recreation programs (Parks and Recreation month)
Launch new Instagram account
HOW
Upload your favorite parks
and recreation photo or video to Facebook, Twitter, or Instagram
Tag the image with the #TagUrIt hashtag
Created video to help participants understand what to do
Judges select 4 winners
Prizes include a GoPro camera and gift cards to REI and Dick’s
RESULTS
Campaign was a
success because they were able to get people engaged and talking about Raleigh parks on social media
LESSONS LEARNED
Facebook privacy settings prohibited them from seeing participant photos posted even with the #TagUrIt hashtag
Allowed people to email photo entries instead
WHY Celebrate National Parks and Recreation Month
Launch new Instagram account
Get people into the parks
HOW
Encouraged people to visit a list of 10 parks in 20 days
Post a photo to Instagram of themselves enjoying park amenities
Tag photos with #OutIsInNB hashtag
Those completing challenge had a photo published in the Recreation Guide and won New Braunfels swag
Contest ran July 1-20, 2014
RESULTS
8 families completed
the challenge
Contest generated 59 Instagram followers, 72 posts, and 218 new Facebook likes
WHY
Celebrate National Parks and Recreation Month
Showcase the diversity of Kansas City Parks’ facilities, amenities, and programs
Increase website visits and social media numbers
HOW
Based on the “Pay It Forward” campaign
Developed a calendar showing a daily fun park outing
Posted each outing on social media
Sent out interns with prize packs to reward people for participating
Took a photo and posted it
HOW
The “Park It Forward” part was the prize pack plus tickets/passes to try something new in a KC park
RESULTS The campaign resulted
in significant increases on social media accounts:
Facebook +89%
Instagram +53%
Twitter +37%
Educated the public about the new website
Visits to the new website +75%
WHY Increase Twitter
followers
Increase engagement
Encourage the public to visit parks they’ve never experienced
Have fun!
HOW
Contest ran from July 1 to August 26, 2014
Featured 1 park in each of the 9 wards (1 per week)
Tweeted clues about the park
Text, photos, and videos
Participants had to follow @ParksRecEvanston and #RecRace hashtag for clues
Parks staff awarded prizes to the first person who arrived at the correct park
RESULTS The contest was a
success
City of Evanston engaged the public on their social media channels
Twitter followers increased
HOW
Contest ran June 2-25, 2014
Participants must follow @CityofEvanston on Instagram
Take a fun beach photo
Tag the beach location
Use the #EvanstonBeach hashtag
Staff chose 4 weekly winners
Public chose overall winner by popular vote
Winners receive free kayak or SUP rentals
RESULTS The contest was a
success
City of Evanston engaged the public on their social media channels
Instagram followers increased
WHY
Promote camping at Indiana state parks and reservoirs
Engage visitors in conversations about state parks properties
Promote iconic and little-known park features and resources
Celebrate National S’Mores Day
HOW
Two contests:
S’mores selfies and S’mores in the Outdoors
Contests ran during August 2014
Parks staff posted fun s’mores photos in the parks, and people guessed the location
During National S’Mores Day weekend, visitors posted “S’mores Selfies”
Winners chosen randomly
Winners receive free kayak
RESULTS The contest was a
success
Impact measured by likes, comments, and shares
Facebook fans increased by 2000-3000 during the contest
WHY Showcase things to see
and do in the destination
Increase followers and engagement on @ExperienceColumbus account
Encourage use of common hashtags like #ExpCols and #CbusFoodScene
HOW Post original content when possible
Comment and like photos with Columbus hashtags
Repost exceptional photos that use Columbus hashtags
RESULTS 95% of photos are
reposted images
During 2014:
Photos tagged with #expcols increased 191%
Followers increased 107%
Interactions increased 55%
Key Takeaways
Have goals
Make your contest easy to enter/participate in
Match the (social) media to the market
Measure and report
Don’t be afraid to have fun!
Follow Me
Linkedin.com/in/sarahpage
Facebook.com/SarahTPageConsulting
@pagetx
Sarah Page, Principal Sarah T. Page Consulting, LLC
http://sarahtpage.com [email protected]
512.914.8873
Instagram.com/stpconsulting
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