1. Marketing Webinar Welcome!

2. 2 BSA and Social Media

3. 3 Nathan Johnson BSA Public Relations

4. 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.

5. The Most Important Questions Anyone Will Ever Ask You About Social Media … 5

6. 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

7. 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

8. 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

9. Engage Your Audience Transition to a true engagement model. –Ask your followers questions –Foster discussion about various issues on your page 9

10. 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

11. Some Councils You Should Follow Capitol Area Council https://www.facebook.com/CapitolAreaCouncil https://www.facebook.com/CapitolAreaCouncil Mid America Council https://www.facebook.com/BSAMAC https://www.facebook.com/BSAMAC Denver Area Council https://www.facebook.com/DenverBoyScouts https://www.facebook.com/DenverBoyScouts Northern Star Council https://www.facebook.com/NorthernStarBSA?sk =wall https://www.facebook.com/NorthernStarBSA?sk =wall 11

12. BSA Examples Viral Merit Badge Video from Northern Star Council: http://youtu.be/awxCwBr3H5Y 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/ http://blog.scoutingmagazine.org/2011/05/26/meet-the- team-behind-the-worlds-largest-merit-badge-mosaic/ Embedded on Council Website: www.northernstarbsa.org/ www.northernstarbsa.org/ BSA Facebook post: https://www.facebook.com/?ref=logo#!/permalink.php ?story_fbid=194704230586202&id=113441755297 https://www.facebook.com/?ref=logo#!/permalink.php ?story_fbid=194704230586202&id=113441755297 12

13. 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 https://www.facebook.com/pages/Boy-Scouts-of- America/113441755297?sk=wall#!/video/video.p hp?v=981422085173 –On YouTube: http://youtu.be/yTkTYLMqCMMhttp://youtu.be/yTkTYLMqCMM –On a website: https://summit.scouting.org/en/Pages/Adventures InService.aspx https://summit.scouting.org/en/Pages/Adventures InService.aspx 13

14. 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 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 http://www.scouting.org/scoutsource/BSAFit.aspx 14

15. Social Media Guidelines http://www.scouting.org/scoutsource/Marketing/ Resources/SocialMedia.aspxhttp://www.scouting.org/scoutsource/Marketing/ Resources/SocialMedia.aspx Youth Protection 15

16. Questions… 16

17. Resources Marketing Toolbox: www.scouting.org/marketing Marketing Hotline: 972-580-2239

18. 18 Thank You!