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					Marketing Webinar
BSA and Social Media




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Nathan Johnson

BSA Public Relations




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The Engagement Imperative
•   The 100th anniversary changed everything.
•   Media, and how Americans consume it, has
    changed.
•   There are new expectations from and of the BSA
    and its leadership.
•   The BSA can’t talk at people, but must engage
    them in a conversation.

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

•   We must share the BSA’s messages and originate
    stories while amplifying ideas, greater
    discussion, and action.
The Most Important Questions
Anyone Will Ever Ask You
About Social Media …




                               5
Social Media Stats/Facts

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

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

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

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

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


                                                               6
Getting Started

• Facebook is a good place to start.
   – Free, easy to set up, simple to maintain
• You’ve got a Facebook account, now
  what?
   – Post a week’s worth of content (can be
     events/articles/photos).
   – Send out an e-mail to key people to have them “like”
     the page and encourage their networks to follow the
     page.
   – Place a “Follow us on Facebook” link on the Council
     website that clicks through to the Facebook page.
   – Consider including a “We’re on Facebook” note on
     e-newsletters as well as printed mailers.



                                                            7
Gaining Momentum

• Content is king.
   – Consistency is key on social media – post
     quality content regularly (but avoid over-
     posting)
   – Vary the content type to keep it interesting.
   – Develop an editorial calendar and stockpile
     stories to share.




                                                     8
Engage Your Audience

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




                                                      9
Obligatory Famous Quote Slide

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




                                                               10
Some Councils You Should Follow

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

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

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

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



                                                11
BSA Examples

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

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

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

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




                                                            12
BSA Examples

• Summit Adventures in Service video series

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

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

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



                                                       13
BSA Examples

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

   – Story:
     http://www.signonsandiego.com/news/2011/may/
     27/boy-scouts-launch-healthy-living-initiative/
   – Facebook post:
     https://www.facebook.com/pages/Boy-Scouts-of-
     America/113441755297?sk=wall#!/permalink.php
     ?story_fbid=101871303239818&id=1134417552
     97
   – BSA Fit website:
     http://www.scouting.org/scoutsource/BSAFit.aspx


                                                       14
Social Media Guidelines

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

• Youth Protection




                                                   15
Questions…




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Resources


Marketing Toolbox:
www.scouting.org/marketing

Marketing Hotline:
972-580-2239
18

				
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posted:5/17/2012
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