Transcript Cooper Munroe

Activating Influencer Parents
NextConnect ’14: National Marketing Summit
@coopermunroe @themotherhood
Pioneering social media
Why Parents Online?
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1 in 3 bloggers are moms
Mom bloggers reach millions of followers who know
them and trust their opinions
Half of all bloggers are parents with kids under 18 in
their household
Influencers online often can tell the story about why to
use a product better than the brand can
Social Media is a Matriarchy
Moms are each other’s trusted sources for information on brands
Source: BabyCenter.com
It Works
The Motherhood’s network of thousands of mom bloggers
reaches nearly half a billion moms online every month
Why Scouting?
The top two reasons families told us they join Scouting:
1. Confidence and character building
2. Scouting encourages leadership and exposes
kids to a broad range of hobbies and skills
The least likely variable in deciding to join scouting:
academic benefits
Why Not?
Awareness, access and knowing how to get involved
Strapped for time and too busy
Concerned about organizational policies
“If more parents
were aware if the
benefits and life
lessons from
scouting, I think it
would help
enrollment.”
“It seems like such a great thing. But the time
commitment is what stops us. Our local one
expects dads to be there and my husband often
can't.”
“I think it can be a good
program, but it needs
to be more inclusive of
everyone.”
Influencer feedback
How to Reach Local Communities
• Social media combined with hands-on, real life
community outreach are, by far, the preferred option
over traditional media marketing.
“Use Social Media!”
“Have a community
‘Get To Know
Scouts’ day.”
“Hold events at local schools,
like game nights to introduce
families to scouting.”
“Send leaders into schools and classrooms,
talk about the fun and experiences. Kids are
more likely to go home and be excited to
share the info rather than just bring home a
flyer about it.”
“Twitter,
Facebook,
Pinterest,
Instagram!”
Challenges
Effectively communicating your story
Awareness and exposure
Relevance
Flexibility
“If the Boy Scouts
change their policy
we will enroll my
oldest tomorrow and
our whole family will
be involved.”
“As a Cub Master, I cannot
fathom why any child
wouldn't be a Scout. The
level of Science, Technology,
Engineering, and Math
programs are increasing,
and Scouting is no longer
just about camping.”
“I think it is an
undervalued organization
these days. It used to be
so commonplace when I
was a kid. I wonder how
they are staying
relevant?”
“We love scouting. My
husband was an Eagle
Scout and it was one of the
deciding factors that
landed him the first job in
his field of employment.”
Opportunities
Educate, empower, engage your communities
Use social media on a local level to elevate councils &
engage the community for events, enrollment, etc.
Educate the community in fun, engaging ways, including
images & video
Tap into your area Alums; create allies, tell their story, use
them
Identify localized interests, motivators, issues and concerns;
customize & deliver content locally that speaks to each of
these
Opportunities
Case Study: National Wildlife Federation
The Motherhood and National Wildlife
Federation’s Be Out There movement
published a crowd-sourced e-Book written by
15 bloggers on getting kids outside.
Crowd-sourced tips include:
•Balancing Screen Time with Green Time
•Cool Activities for Hot Summer Days
•Outdoor Time in Everyday Life.
Downloaded by over 20,000 people to date.
How this works for Boy Scouts? Engage influential parents in a national
campaign that drives conversation at both a local & national level,
educating parents on how & why to get involved with Boy Scouts
Case Study: OshKosh Virtual Blogger Briefing
Results: OshKosh Virtual Blogger Briefing
STAT SNAPSHOT
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40 bloggers in attendance
284 comments in chat box
277 live tweets
44 unique Twitter contributors
3.6 million Twitter impressions
OshKosh mentioned 193 times on
Twitter
All during the 45 minutes of the
virtual briefing.
How this works for Boy
Scouts? Host webinars to
educate influencers on the
Scouting story, invite them
to share what they learn.
Case Study: Hershey’s “Camp Bondfire”
30 bloggers created content (tips
and photos) for the Hershey’s
Facebook page. Two bloggers
were featured each week through
the summer and published blog
posts to direct people to the
Facebook page during their week.
Results: Hershey’s “Camp Bondfire”
108 Blog Posts
1,068,000 Unique Monthly Views
32,415 Tweets 32,684,757 Twitter Impressions
How this works for Boy Scouts?
Engage councils to help create
content for national and local
channels, and work together to
cross promote. Invite local
councils to “run” the national
social media channels for a day.
Actionable Next Steps
THE BASICS
1) Consistency: Create a nationwide Boy Scouts hashtag and encourage your
communities to use the hashtag when they publish social content about their
local troop or activities.
2) Tap your existing community: The people most likely to be tweeting,
pinning, Facebooking and sharing photos of scouting are the Scout moms.
Encourage social sharing; empower them to be local "ambassadors" to help
promote scouting events, activities and participation.
3) Focus on local: People join at the local level, so local troops should have a
Facebook page, Twitter feed and other regularly updated social channels
where interested parents and kids can connect and ask questions.
Actionable Next Steps
TACTICS
1) Troop spotlights on Facebook / "Get to Know Troop 123": Invite troop leaders to
share photos from meetings and activities that the Boy Scouts national FB page will
highlight each week.
2) Campagrams: Encourage troop leaders to share photos of classic Boy Scout
activities (like camping) via photos on Instagram.
3) Live-tweeted troop meetings: Pair up troops in different states and encourage them
to live tweet during simultaneous troop meetings or do a virtual competition (knot
tying, anyone?). Host Twitter workshop to brainstorm ideas to generate interest in
scouting and expose troops to new people/ideas.
4) Live #BoyScouts Q&A: On a national level, the Boy Scouts could hold live events on
Twitter or Facebook and invite people for a Q&A to learn more about the benefits of
scouting.
“A company’s most valuable customers are
customers who are both excellent buyers
and marketers.”
— Harvard Business Review
Thank You!