Marketing Webinar Welcome!

2 BSA and Social Media

3 Nathan Johnson BSA Public Relations

The Engagement Imperative The 100th anniversary changed everything. Media, and how Americans consume it, has changed. There are new expectations from and of the BSA and its leadership. The BSA can’t talk at people, but must engage them in a conversation. We will always communicate through the media, but new realities require a new framework of “Engagement.” It puts PR in a central position in both communications and business strategy. We must share the BSA’s messages and originate stories while amplifying ideas, greater discussion, and action.

The Most Important Questions Anyone Will Ever Ask You About Social Media … 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 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 Mid America Council Denver Area Council Northern Star Council =wall =wall 11

BSA Examples Viral Merit Badge Video from Northern Star Council: Bryan on Scouting blog: team-behind-the-worlds-largest-merit-badge-mosaic/ team-behind-the-worlds-largest-merit-badge-mosaic/ Embedded on Council Website: BSA Facebook post: ?story_fbid= &id= ?story_fbid= &id=

BSA Examples Summit Adventures in Service video series –On Facebook: America/ ?sk=wall#!/video/video.p hp?v= America/ ?sk=wall#!/video/video.p hp?v= –On YouTube: –On a website: InService.aspx InService.aspx 13

BSA Examples San Diego Union Tribune BSA Fit (ScoutStrong) story as post and as lead-in to larger program. –Story: 27/boy-scouts-launch-healthy-living-initiative/ –Facebook post: America/ ?sk=wall#!/permalink.php ?story_fbid= &id= America/ ?sk=wall#!/permalink.php ?story_fbid= &id= –BSA Fit website:

Social Media Guidelines Resources/SocialMedia.aspxhttp:// Resources/SocialMedia.aspx Youth Protection 15

Questions… 16

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18 Thank You!