connecting with camp families year-round
DESCRIPTION
My presentation at the Southeast region of the American Camping Association. I focused on using content marketing, blogging, and the power of why to build authority as a child development expert.TRANSCRIPT
Engaging with Camp Families
Year-Round
Matt Raglandtwitter @mattragland
#ACAse2013
Welcome
Landlord @
Team House
Time TogetherWhy this Matters
Websites & Blogs
Social Media & Tools
Community Connection
Q&A + Demos
The Power of Why
WHY
WHAT
HOW
WHY?Help camps
grow faster &
operate more
effienciently
Why This Matters
Because “camp plays a significant role in a child’s development”
How You Recruit, Write,
& Speakmust Adapt
Growing social influence and opportunity, for
better or worse
“Social Proof”
Facebook LikesTweets & Re-TweetsReviews on Yelp, Google, & more
Today’s buyer is armed with a
wealth of information,
combined with the experiences of
friends and total strangers online
Content Marketingbuilds Authority
Authority“Families see you as an expert in child development, and not just the fun person in the woods all year!”
We Needto CreateValuable Content
Blogging
You have the opportunity to share helpful, valuable information
with thousands of people!
Blogging
Create Email
Promote Follow Up
Blogging
5 Reasons How or WhyThe Secret to...How I Learned to...What I Learned From...
What We’re ReadingVideos to Inspire YouExpert InterviewsThe Magic of...
Blogging
Create Email
Promote Follow Up
"You would be interested to know that your article 'Seven Critical Character Traits in Growing Children' was very moving to us. In fact, I sent it to several of my colleagues that have children, and we also discussed it as a family. What you do does make a difference!" - Alan K.
One-Word Equity
= Growth
One-Word Equity
Obama ’08 “Change”
Obama ’12 “Forward”
What’s the Point of Your Website?
11%
27%
9% 16%
36%
Dates & RatesAbout UsWhy Us?Misc Above the FoldBelow the Fold
89% of clicks above the fold
6 Month Visitor Flow
What’s the Point of Your Website?
1. To learn “WHY” you exist2. To gather information i.e. dates & rates3. To give you money
Why This Matters
Because “camp plays a significant role in a child’s development”
Effective Social Media Use
Most Popular
Ads & Promotions
Easy to Share
Fastest Growing
Visual
Simple, pushes to FB
It’s Google!
Impacts search ranking
Links directly
Why Google+ Matters
WebinarsReach new families across the world
Different times of day
No travel involved!
Recruiting & CommunityLive Q&A sessions
Walk parents through the packet
What to expect on Opening Day
Expert guests
Podcasts?Here’s the bottom line: if you are podcasting, you are a media outlet. “You are a publisher.”
2012201120102009200820072006
0 7.5 15 22.5 30
% of People who have listened to a podcast
Source: Edison Research
Tupperware Parties?
Moms buy & sell your camp
Target, Train, Incentivize, & Customize
SO...
“New” AdvertisingThese methods are highly targeted, relatively cheap,
and can be analyzed for conversions
Content Marketing
SummitContent StrategyWeb DesignSEO + Social Media& more!
Thanks for being here!
@MattRagland828.712.2524
teamhouse.co