Introduction to Social Media Marketing & Branding
Today’s Goals
● Make your social media lives
and jobs EASIER
● Share tips and tools that are
useful specifically for your
industry
● We have fun!
Outline
● Content creation○ Writing, images, video, planning
and scheduling, and branding
● Increasing visibility○ Using settings, paid advertising,
stories, community engagement
● Your four things
● Q & A
Four things you will take away:
1. How to create more engaging
content
2. How to save some time on
your social media
3. Tools and tricks to gain
visibility to your followers and
community
4. Online tools you can use
Are you a marketing unicorn?
You wear many ‘hats’ in your organization, you’re running programs, you’re doing
budgets and scheduling, administration, planning, and...
...you have to knock it out of the park on social media.
Whether you have 50 people you’re trying to reach or 50,000
That Good Content_________
Writing
Above all else: do BLUF
● BLUF = Bottom Line Up Front
● In one or two sentences at the top of an email or post, say exactly what you
mean and what you are asking of them.
● Don’t bury the lead
● The world is full of information overload, make it easy for people
The writing
● DO NOT YELL AT PEOPLE IN ALL CAPS UNLESS YOU’RE ACTUALLY YELLING
AT THEM
● Write in an easy conversational tone
● Keep info above the cut-off line
● Using spacing and line breaks intentionally
● Use emojis
Imagery
It’s hip to be square…(sorry)
Photos with faces are 38% more likely to receive likes and 32% more likely to receive comments
Definitely Do and Definitely Don’t
● Do: resize posters and images
Do
Do
Don’t: post large posters/letters/text blocks
Refrain from stock photography for people
How to take better photos on your phone
https://arcasadvertising.com/blog/iphone-photography-part-1
Do: Brainstorm, borrow & follow
Set 10 minutes aside every Monday or Friday to brainstorm some posts with co-
workers
Follow other parks and rec industry places outside of SK to get ideas; we followed
places in the maritimes and we also found this:
https://blog.perfectmind.com/5-most-engaging-parks-and-recreation-groups-in-america
https://blog.perfectmind.com/5-most-engaging-parks-and-recreation-groups-in-america
Example Announcement about upcomingfree skating time
Videos
Video content is preferred
Put your face out there
“There aren't a lot of introverts in our industry…”
- Christian Bates-Hardy
Users watch 85% of Facebook videos without sound
sproutsocial.com/insights/facebook-stats-for-marketers
https://sproutsocial.com/insights/facebook-stats-for-marketers/
Of captioning
Square Facebook videos get 35% more views
than landscape videos
sproutsocial.com/insights/facebook-stats-for-marketers
https://sproutsocial.com/insights/facebook-stats-for-marketers/
Easy video content
● Timelapses
● Slow motion
● Boomerangs
● Panning of a crowd
● TELL PEOPLE THINGS
WITHOUT YOUR FACE
Branding & Consistency
Branding consistency consists of:
● Colour
● Image treatment and types of images
● Fonts across the images you use
● Logo usage
● Voice and tone of the words
● Cover and profile images
About 11 times
Branding and boredom
Northern Sport, Culture & Recreation District
Poll #2
Planning & Scheduling
Using a Calendar
Scheduling Tools
● Schedule content days, weeks,
months in advance
● Avoid having to remember to
post
● Save yourself some time!
Scheduling right in Facebook
Increasing Visibility_________
People are usingsocial media passively
- Hootsuite Social Trends 2021
Facebook & Instagram Demographics
● Usage by all ages● Decrease in usage by people under 30● Low uptake by people under 18● Highest increase in use by folks over 65● Skews slightly female
● Most users are between 18-49● Users who were in their early 20s when
Instagram started are now in their early 30s● Also skews slightly female
On Facebook
On average on 2-10% of a page’s
audience is being reached with
each post.
● Like / follow / share settings
● Paid promotion
● Facebook groups and engaging
in other pages/spaces
Like & Follow Settings
Paid Promotion
Facebook Groups
You can join Facebook Groups as a
page and interact as your page on
the group.
● Ex/ you are having an event,
you can post about it in a group
● You can then also use post
features, like polls and asking
for recommendations in your
group postings.
Engaging with the community
● Share information from
communities within your
recreational area
● Share photos of people
participating in your events,
even if it’s a shot of a computer
screen (FOMO)
● Tag people and groups in the
posts that you create
On Instagram
● Using stories○ And their features
● Sharing posts to stories
● Resharing content from others
in stories
● Using tags and hashtags
Using Tags
● Hashtags, keep them simple,
but include ones for your
location or activity
● Location tags - USE THEM
● Tag people, organizations, or
businesses in your posts and
stories
What You Can Do in the Next Week
In the next week
● Shoot your first video
● Plan your content for the next week
● Try Canva
● Join a Facebook Group in your community
● Do an Instagram story
Four things:
1. How to create more engaging
content
2. How to save some time on
your social media
3. Tools and tricks to gain
visibility to your followers and
community
4. Online tools you can use
Poll #3
6ft
Q & A