Hello! PARKS AND RECREATION, YES IT S A BRAND I AM MATT CARUSONA CONNECTING WITH YOUR COMMUNITY THROUGH BRAND AWARENESS

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1 PARKS AND RECREATION, YES IT S A BRAND CONNECTING WITH YOUR COMMUNITY THROUGH BRAND AWARENESS Hello! I AM MATT CARUSONA YOU CAN FIND ME NC RECREATION AND PARK 1

2 About me CURRENT.. CPRP: CERTIFIED RECREATION AND PARK PROFESSIONAL PROGRAM AND MARKETING MANAGER - NC RECREATION & PARK ASSOCIATION MANAGING PARTNER - J&M CONSULTING AND DEVELOPMENT FORMER.. ASSISTANT SUPERVISOR OF FESTIVALS AND COMMUNITY CELEBRATIONS - TOWN OF CHAPEL HILL OPERATION FRONTLINE COORDINATOR AMERICORPS - INTER-FAITH FOOD SHUTTLE DIRECTOR OF SERVICE LEARNING & MARKETING MANAGER AMERICORPS/COMMON GROUND YOUTH CENTER ACTIVATION ASSOCIATE: ASSISTANT MEDIA PLANNER/BUYER MEDIAVEST DJ/MC/OWNER - LAST CALL PRODUCTIONS SACRED HEART UNIVERSITY - B.S., POLITICAL SCIENCE I DON'T KNOW WHERE I'M GOING FROM HERE, BUT I PROMISE IT WON'T BE BORING. - DAVID BOWIE. 2

3 Today s Presentation o PART 1: THE BIG PICTURE o WHY BRAND? THE SOCIAL MEDIA FACTOR PART 2: THE DETAILS o HOW DO WE TELL OUR STORY? o IDEAS THAT INSPIRE THE BIG PICTURE 3

4 WHY BRAND? MORE THAN THREE IN FOUR MILLENNIALS (78%) WOULD CHOOSE TO SPEND MONEY ON AN EXPERIENCE OR EVENT OVER BUYING SOMETHING DESIRABLE (HARRIS STUDY) 4

5 PEOPLE WANT EXPERIENCES 84% OF AMERICAN ADULTS USE THE INTERNET THE DEMOGRAPHICS OF SOCIAL MEDIA USERS - PEW RESEARCH CENTER 5

6 72% OF AMERICAN ADULT INTERNET USERS AND 62% OF THE ENTIRE POPULATION ARE ACTIVELY USING FACEBOOK THE DEMOGRAPHICS OF SOCIAL MEDIA USERS - PEW RESEARCH CENTER 7 IN 10 AMERICANS GO TO THEIR LOCAL PARK AMERICANS BROAD-BASED SUPPORT FOR LOCAL RECREATION AND PARK SERVICES REPORT - NRPA 6

7 28% OF ADULT INTERNET USERS AND 24% OF THE ENTIRE ADULT POPULATION USE INSTAGRAM Americans Internet Access - Pew Research Center 92% of Americans SAY THEIR COMMUNITIES BENEFIT FROM LOCAL PARKS AMERICANS BROAD-BASED SUPPORT FOR LOCAL RECREATION AND PARK SERVICES REPORT - NRPA 7

8 WE PROVIDE EXPERIENCES THE COMMUNITY SHARES THESE EXPERIENCES 8

9 THE SOCIAL MEDIA FACTOR THE IMPORTANCE OF ENGAGING YOUR COMMUNITY WITH SOCIAL MEDIA I'VE COME TO THE REALIZATION THAT I HAVE ABSOLUTELY NO IDEA WHAT I'M DOING HALF THE TIME. - DAVID BOWIE 9

10 REACH: FACEBOOK, TWITTER, INSTAGRAM, SNAPCHAT FACEBOOK USAGE: AUGUST 24TH BILLION PEOPLE USE FACEBOOK ON A SINGLE DAY 1.04 BILLION DAILY ACTIVE USERS ON AVERAGE FOR DECEMBER MILLION MOBILE DAILY ACTIVE USERS ON AVERAGE FOR DECEMBER BILLION MONTHLY ACTIVE USERS AS OF DECEMBER 31, BILLION MOBILE MONTHLY ACTIVE USERS AS OF DECEMBER 31, 2015 TWITTER USAGE: 320 MILLION MONTHLY ACTIVE USERS 500 MILLION TWEETS ARE SENT PER DAY 80% OF TWITTER ACTIVE USERS ARE ON MOBILE VINE: MORE THAN 40 MILLION USERS SNAPCHAT 400 MILLION SNAPS A DAY - EST. 26 MILLION ACTIVE U.S. USERS EST. SOCIAL MEDIA IS EVERYWHERE 10

11 SOCIAL MEDIA IS EVERYWHERE FACEBOOK TWITTER GOOGLE + INSTAGRAM SNAPCHAT YELP TRIPADVISOR FOUR SQUARE YOU TUBE VIMEO WHAT DOES SOCIAL MEDIA MEAN FOR PARKS AND RECREATION AS A BRAND? 11

12 CONVERSATIONS! ARE YOU PART OF THE CONVERSATION? 12

13 SOCIAL SHARING SOCIAL SHARING 13

14 SOCIAL CONVERSATIONS SOCIAL CONVERSATIONS 14

15 SOCIAL SHARING RATING SOCIAL SHARING RATING DATA REVEALS 67% OF CONSUMERS ARE INFLUENCED BY ONLINE REVIEWS MORE THAN HALF OF THE RESPONDENTS (54.7%) ADMITTED THAT ONLINE REVIEWS ARE FAIRLY, VERY, OR ABSOLUTELY AN IMPORTANT PART OF THEIR DECISION-MAKING PROCESS. - STUDY ON CUSTOMER INFLUENCE AND REVIEWS BY MOZ.COM - 15

16 SOCIAL SHARING RATING 16

17 LOCAL SEARCH RANKING FACTORS -Moz.com- 17

18 MOBILE INFLUENCE 64% OF AMERICAN ADULTS NOW OWN A SMARTPHONE OF SOME KIND, UP FROM 35% IN THE SPRING OF % OF AMERICANS OWN A SMARTPHONE BUT DO NOT HAVE ANY OTHER FORM OF HIGH-SPEED INTERNET ACCESS AT HOME BEYOND THEIR PHONE S DATA PLAN - Pew Research Center - MOBILE INFLUENCE 67% USE THEIR PHONE TO SHARE PICTURES, VIDEOS, OR COMMENTARY ABOUT EVENTS HAPPENING IN THEIR COMMUNITY, WITH 35% DOING SO FREQUENTLY. 56% USE THEIR PHONE AT LEAST OCCASIONALLY TO LEARN ABOUT COMMUNITY EVENTS OR ACTIVITIES, WITH 18% DOING THIS FREQUENTLY. - Pew Research Center - 18

19 WHAT DOES THIS MEAN? REALIZE YOUR BRAND, PROTECT IT S EQUITY. 19

20 BUT HOW? 20

21 MARKETING COMMUNICATIONS SOCIAL MEDIA TECHNOLOGY CONTROLLING YOUR BRAND.. PART 2: THE DETAILS. 21

22 HOW DO WE TELL OUR STORY? HOW DO WE TELL OUR STORY? DEFINING MARKETING FOR YOUR ORGANIZATION o o o o o o o Set your GOALS Identify your AUDIENCE Realize your BRAND Evaluate your CAPACITY Measure your SUCCESS Have a POLICY Bonus: Be AWESOME 22

23 o CAMPAIGN GOAL SET YOUR GOALS o o DEPARTMENTAL GOAL WHAT DO YOU HOPE TO ACHIEVE FOR BOTH? o EXAMPLE: LET S SAY THAT YOU RUN A SMALL DEPARTMENT WITH THE FOLLOWING: 2 PARKS, 1 BALL FIELD AND A COMMUNITY CENTER WITH A GYM. o YOUR DEPARTMENTS ORGANIZATIONAL GOAL IS TO INCREASE COMMUNITY USE AND PARTICIPATION. o IF YOU RUN THE COMMUNITY CENTER YOUR GOAL IS TO INCREASE GYM MEMBERSHIPS, WHICH SUPPORTS THE ORGANIZATION GOAL AND IS IN FACT AN OBJECTIVE FOR THE LARGER GOAL. Identify your AUDIENCE o EXAMPLE: LET S SAY THAT YOU RUN A SMALL DEPARTMENT WITH THE FOLLOWING: 2 PARKS, 1 BALL FIELD AND A COMMUNITY CENTER, WITH A GYM. o DETERMINE WHO YOUR CONSTITUENTS ARE. o WHO ELSE? o OTHER STAKEHOLDERS? o EVALUATE HOW YOU TREAT YOUR AUDIENCE. 23

24 REALIZE YOUR BRAND, PROTECT IT S EQUITY. o o A BRAND IS A "NAME, TERM, DESIGN, SYMBOL, OR ANY OTHER FEATURE THAT IDENTIFIES ONE GOOD OR SERVICE AS DISTINCT FROM THOSE OF OTHER SELLERS. - AMA DICTIONARY RECOGNIZABLE, CLEAR, OBJECTIVE, POSITIVE. o WHAT MAKES YOUR DEPARTMENT OR ORGANIZATION UNIQUE? o A BRAND ISN T JUST A LOGO OR TAGLINE, IT S A THOUGHT PROCESS THAT SHOULD FLOW DOWN THROUGH YOUR ORGANIZATION AND LEAD TO UNIVERSAL BRAND RECOGNITION.-ME Evaluate your CAPACITY o DO YOU HAVE A BROCHURE OR ANNUAL REPORT? o DO YOU HAVE A WEBSITE? o DO YOU PARTICIPATE IN SOCIAL MEDIA? o HAVE YOU PURCHASED RADIO ADS OR A BILLBOARD? o HAVE YOU NOTICED THAT SOME OF THESE ARE MORE EFFECTIVE THAN OTHERS? 24

25 Measure your SUCCESS METRICS TIMELINE EVALUATION STEP 1: IDENTIFY THE GOAL OR IMPROVEMENT STEP 2: IDENTIFY THE MOST IMPORTANT METRIC STEP 3: ASK, WHAT IF? STEP 4: MEASURE STEP 5: IT S OK TO SHARE YOUR SUCCESS! HAVE A PLAN & POLICY o o o o o o o DO YOU NEED TO? WHO IS POSTING? ALWAYS GET PERMISSION FROM STAKEHOLDERS! BE SMART BE ACCOUNTABLE A GOOD POLICY WILL PROTECT YOU AND YOUR ORGANIZATION WHAT WOULD YOUR GRANDMOTHER THINK? 25

26 Be AWESOME DO MORE THAN ENGAGE INSPIRE IDEAS THAT INSPIRE! 26

27 TELLING YOUR STORY WITH SOCIAL MEDIA... WHAT KIND OF CONTENT DO I WANT TO SHARE? o ADJACENT CONTENT o COMMUNITY CONTENT o TIPS, TRICKS AND IDEAS o RESPONSES o NON-PROMOTIONAL DEPARTMENT INFORMATION o ANECDOTES o UPDATES, CLOSURES, PERTINENT INFORMATION o PROMOTIONAL INFORMATION ( WITHIN REASON ) o JOB, VOLUNTEER OPPORTUNITIES AND CALLS TO ACTION THE VISUAL IS THE NEW HEADLINE! JASON MILLER, LINKEDIN 27

28 THE VISUAL IS THE NEW HEADLINE! JASON MILLER, LINKEDIN 28

29 Community Created Content USE CONTENT CREATED BY THE COMMUNITY; EVERYDAY THERE ARE PEOPLE CREATING UNIQUE AND INTERESTING CONTENT CELEBRATING YOUR PARKS AND PROGRAMS. 29

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36 THE ONLY ART I LL EVER STUDY IS STUFF I CAN STEAL FROM. I DO THINK MY PLAGIARISM IS EFFECTIVE. - DAVID BOWIE 36

37 INSTAGRAM: US DEPARTMENT OF INTERIOR RALEIGH: PASSPORT TO THE PARKS & #DISCOVERRALEIGHPARKS 37

38 GREENSBORO: #WHERESWADEWEDNESDAY GOLDSBORO: BEAKWEEK 38

39 ASHEVILLE: HUMP DAY STAFF SPOTLIGHT NCRPA: PARKS BATON 39

40 #NCRECRE8 & #MEINMYPARK LESSONS LEARNED o CREATE ENGAGING CONTENT o PICTURES AND VIDEO ARE KING o LISTEN AND BE RESPONSIVE o LOOK FOR OPPORTUNITIES o COMMUNITY CONTENT WORKS o GET INSPIRED BY OTHERS 40

41 WHAT DOES THIS ALL MEAN FOR PARKS & RECREATION? EXPERIENCES 41

42 SHARING CONVERSATIONS 42

43 YOU RE A PART OF IT! SO BE A PART OF IT 43

44 QUESTIONS?