The summer months provide for some of the best opportunities to connect with your community. Everyone is ready to bask is the summer sun and emerge from their winter hibernation. June through August is full of opportunity for your brand and branches to engage with the community, put out some creative content and enhance your local footprint.
Join the Social Assurance team for our monthly ICBA webinar to talk about one of our favorite topics, content. Gather your marketing team as we share some tips and anecdotes for some quality summer content. Our discussion will include seasonal topics like:
- Content ideas
- Social campaigns
- Community involvement
- Seasonal content planning
Ben Pankonin 0:22
Well, welcome to another episode of our social bank. We are getting ready to kick off summer. And I just spent a little bit of time outside on the deck at our office and it was beautiful. So it felt like a good way to prep for getting our summer social on. So this is going to be a fun webinar. And I can see that one of our graphic designers who skimmed over my PowerPoint decided to give me some shades today. So everything is going to be festive and we’re going to have a fun time talking about summer social content and all of the kinds of things That we can think of strategically about summer content. But give yourselves kind of a refresh. So I’m looking forward to this webinar, I think it’s going to be fun for me. So I hope it’s going to be fun for you as well. A few housekeeping things. If you are on Twitter, we would love to hear from you at hashtag social bank. We’ve got a few folks that are responding to our Twitter, and we’d love to engage and and share some of that online conversation at the same time we’re listening here. And, you know, feel free to again, tweet with the hashtag social bank that allows us to kind of keep things running and going from month to month. It also allows us if you have questions or things like that, to facilitate those online so that we can have a little bit more conversation between everyone we’re getting so many people that are jumping in to our webinars online that it’s it’s tough for us to sort of manage that in a way that we can do that one to one so this allows us great opportunity. And allows us to think more about social and and be in that moment, all of us together. So I’m joined here today with one of our operations manager here at social assurance, Stacy Dudley. And so welcome, Stacey. Good morning. And Stacy is going to be Manning a lot of the the questions and conversations. So if you have questions that you want to ask during the webinar, to get things going, or maybe you have some other ideas or suggestions, this is really that kind of webinar where, where we’d love to hear from you about your suggestions, what’s worked for you what hasn’t worked for you. We’d love to do those. But again, based on a lot of the questions and things that you submitted while you were registering, we’ve geared most of this around social content, and giving us some new ideas and hopefully some fresh takes on how to think of summer social a little bit differently. So with all of that we’re going to kick it off. So this one is all about out a theme that we like to think about when I go to the ballpark, one of my favorite events. Well, growing up, I did play baseball, I think it’s also really fun to go visit baseball. It’s one of those all time stamped nostalgic events. But this event that always happens in singing, this Take me out to the ballgame, I think gives us a lot of structure for our webinar today. And in a fun way gives us a place to go with our content. If we think of each one of these verses and as ways for us to think about how we create content, it gives us a lot of the strategy that I think we’re looking for in our summer content, all sort of rolled into one. So we’re going to jump in and talk about some of the ways that historically we can bring in social media content. And I’m going to point out to a lot of examples. Some of those examples are people who are on our webinar. Are we work with directly, but we’re going to pull in a bunch of those ideas as well. So that the first line and take me out to the ballgame. Is that part that redirects us for summer, right? This is the time where we’re leaving the office, and we’re spending more time outdoors. It really is. As we think of planning your social content for the summer, it’s the time for us to think of a lifestyle change. And for many of us in our work careers, it also means a lifestyle change within our company, when we do our, our management meetings we talk initially about what is it that in the last week you’ve had, personally and professionally, and the personal side of that usually leads to a lot more vacations over the summer and leads to a lot more outdoor activities. And I think that’s a really important component, as we’re thinking about the types of strategy obviously, for for many of us, there are kids involved. And that sort of kids involved in the summer can also be a big lifestyle change. you’ve either got kids at home, or you’ve got kids, that you’re shuttling to events, or you’re going to visit them. And so that makes it an interesting thing that changes how we create content for our summertime period. And in effect, it really makes it a way that it’s a lot more relatable to other people in the summer, what you find, if you’re in the business community and you’re communicating in an outside sales role, you know, maybe your the loan officer is going to events or things like that, what you start to find is people start gravitating a lot more towards the personal things that they’re doing. Since they’re taking time off of work, their mind is often in that place as well. And so we really want to highlight that today in this webinar in the sense that a lot of what changes is that things become more relatable. You know, we talk about the kids activities, you talk about going to the park, going on that road trip. And all of those things work their way more into the business community. So as we’re creating this social content for the summer, those are things we want to highlight. But first things first, you know, we need to find ourselves a crowd. And we don’t just want any crowd. We want a crowd that resonates with us. And so we need to figure out how to take a crowd and in many ways own the crowd. Several years ago, I was at the College World Series in Omaha, and I was sitting out in right field, and this young gentleman will refer to him as he was sitting just several rows in front of us and created one of the most unique experiences I’ve had at a baseball park. And what happened was, he stood up at the very beginning of the game. So first ending, you’ll be thrown a few pages And he stands up, he’s in the first row of the right field and right field is general admission. And it’s College World Series. So there’s a lot of college kids at the event. And he stands up in the first row. And he introduces himself to the crowd. And he says, Hi, my name is Trevor. And I’m going to be your leader for this game. So stick with me. And we’re going to have a great time today. And he shouts it out, so everyone in rightfield can hear it. And then he asks them to applaud and and of course everyone does, because they’ve never seen some students stand up and redirect the right field. And what happened throughout the game was nothing short of one of the best examples of leadership of a crowd I’ve ever seen. Not only just Trevor stand up and say, Hey, we’d like to, you know, I think his first item on his agenda was that he felt as the left field sucked and need To be reminded of that fact. And so he guided us through a very appropriate chance to let left field know that they were slightly inferior to right field. He then proceeded to guide us and begin starting the wave. He started the wave from right field. When it came back around, he reversed it. And then he decided to make the wave be in slow motion. And by guiding a crowd in the way that he did, being a vocal character, he was able to guide literally 30,000 people in a stadium and get them to follow. And I think there’s a lot in that model for us as social media content creators that we can begin to gather when we have someone who begins to be a voice that decides to take leadership in a crowd. It’s something that that we can really harness in a really powerful way. And I was excited about his involvement. I wish I would have had some more photos or or gone down and shook his hand because it really was unique experience. But I think when we look at how crowds are formed around social media, it’s not all that dissimilar when we can give them a path. And we can give them a place to go with our social media content, and let them know that we’re here to help make their experience more fun. That becomes an interesting part of that dynamic. So so thanks to Trevor, I don’t know where you are. But But thanks for being an inspiration for us today. And so one of the things that we think about when we’re thinking kind of outside of this box, when we’re, we’re going out to the ballpark of where we’re going out to the crowd is thinking about how how things might be a little bit different. So we’re, we’ve seen a number of content, pieces that might involve things like lemonade stands, we’ve seen again, when we’re outside of the office, we can do some different things. So you’ll notice
You know, people adding things like Snapchat filters, or, you know, encouraging people to connect in other ways, that can be a very clear way to do that when we’ve got larger gatherings. So again, whether we’re drawing that gathering to our event, like the one on the right, where we’re doing our shred days or things like that, that can be an opportunity for us to gather a little bit more information from the crowd. So maybe it’s that opportunity where we say, hey, by the way, we’ve got another giveaway or things like that. It may be that you have several thousand people gathering in your community for some sort of an event that obviously we probably have sponsorship from our financial institution or we have some sort of activity that we’re involved. But you know, we don’t want to overthink the chance that we could have an opportunity to gather more information from them online and create some of that conversation in the same way. We’re creating conversation here at social insurance. While we’re having a Twitter conversation online, and my phone appears to be blowing up, so some of my friends are messaging me, but, but it also gives us that opportunity to do that in physical events. Now, physical events, for those of you who have never sponsored a Snapchat filter, that can be a great way, depending on the event and what’s going on, where you can place a relatively small ad for them to create a Snapchat filter. Now, it may not create, you know, thousands of impressions, but you know, for a couple hundred dollars, you know, you might get some very valuable Snapchat, you know, messaging and be in front of a younger millennial audience than you would otherwise. Now also, if you’re using platforms like Instagram, you know, we have the opportunity to create a story. While we’re at that event, where we have that opportunity to tag our location and geography, those types of things when we’re in a crowd can really be beneficial to us. So being able to tag those and tag the appropriate hashtags for that event, give us that opportunity to be riding that wave in some really unique ways. We’ve actually done some events where we’ve done giveaways at an event. And it might be an event that’s for a completely different purpose. But we ride along that that crowd in order to make it a little bit more fun, and essentially, in the wise words of a young Will Smith, we’re just essentially looking for ways to break the norm and get something to to break the monotony. So when we’re when we’re doing these crowds, one of the things that always sort of inspires a crowd or gathers a crowd is food. And so when we bring food into the equation, it gives us an opportunity to say hey, we have a gathering that also can inspire people to stop and and break Some conversation way to brand that as well. And so one of the things that I liked about about Stephanie’s photo here from Frederick County bank is that she’s also highlighting the logos involved in branding and event. So we’ve talked about this in some previous webinars that when we see food, and it causes us to pause in one way or another, so that could be that you’re, you know, flying on Delta. And you see, you pick up your coffee cup, which says, you know, we serve coffee, non stop, and they’re branding that experience to remind you that it’s nonstop. Anytime we have that opportunity with food, it gives us an opportunity to brand that as well. And food is sort of that natural way to cause us to slow down just a little bit as we’re, as we’re gathering that, but, but it also gives us that opportunity, when you’re slowing down to brand those. Now, this this event was also sponsored in a food truck event. And as we’re looking at events that work really well, again, when we’re looking in the summer, a lot of times we’re looking for those outdoor activities and we’re looking for places to inspire people outside of the branch of our bank. But it gives us an opportunity to engage food trucks, and an opportunity to really gather people outside the office in North Cascades has been doing a great job with a lot of their outdoor activities, certainly in beautiful locations. And, you know, a couple of the ways they’re doing that are through things like lemonade stands where, you know, they’re doing that again in this event, along with a festival, which I think is a lot of fun. But you know, even as we take photos of food, you know, I was at you know, at the ballpark and of course, you know, we need to eat some good fried food. That
doesn’t, doesn’t necessarily keep us energized, but you thinking about how We take pictures of food is also a really important component if you’re trying to build an Instagram presence or things like that, you know, the way we take a picture of maybe a glass of lemonade, or the way we take a picture of my fried food on the right, when I was at the ballpark, you know, shows people that I’m there in that event, but it also gives them that view that it’s kind of that first person view of the event. And so highlighting food, in your social content, when you’re attending one of those events can be can be really powerful, in the sense that it creates a much more relatable perspective for people. So think about the way that you promote and talk about food at events and when you’re looking to highlight something. That’s one of the things that I’ll gravitate to not just because I like really good food but but also because that’s something that that draws us into that event and feels like we as As social followers of that event, feel like we can participate in that. So that can be can be a powerful component. I’m just checking in on a couple questions here. Looks like we had a couple couple comments on my shades. So thanks, john, for for heckling me about my shades. But you know, I think there’s a lot of fun ways to talk about food and content. And there’s a lot of ways for us to, to keep the conversation going, when people are are at that conversation. So now we break when we’re when we’re digesting this, this whole piece about taking me out to the ballpark. We’ve walked through what it means to be in a crowd. And this song takes a unique turn when we reach the middle part of the chapter and it says, I don’t care if I ever get back. Which which I think is kind of It sort of means that we’ve settled in, right? we’ve embraced the crowd. We’ve gotten out for the summer. And we’ve reached this point in our journey where we don’t care if we ever get back, we’re so comfortable at the ballpark, or in our summer event, that we’re not really sure we want to return to reality. And I think that’s a term that we need to embrace in our social media content as well, in that we’ve all had that friend, maybe maybe in the last week that’s returned from their vacation, and they’ve, they’ve gotten back to work with us and they’ve said, I wasn’t sure that I ever wanted to come back. In fact, I think I saw one of our one of our employees posting that while at the beach last week. So that’s, that’s a little unfortunate, and does cause us to think about how we create content. But I think it also when we can embrace that and say, we’re not sure if you ever want to get back that’s all way for us to engage them in the moments that they’re celebrating away from our community. And I think that’s something that gives us a little bit bigger view of, of our, of our customers membership to us, right? It gives us a view of saying, hey, they’re out there celebrating fun. And we appreciate that people from our community can go away and appreciate that experience, but also appreciate them coming back. We still do want them to come back, even though in that moment, they don’t want to so so celebrating those highs of travel, I think are a really good way for us to think about content. I’ve seen a number of ways to do that. I’ve noticed a couple community banks that were sharing things like Spotify playlists. I think that’s a lot of fun. It’s a cool way for us to say hey, let’s let’s embrace music. There’s a reason why Starbucks Originally, he was selling CDs. And now they have a Starbucks, you know, channel, you know, and Pandora, and Spotify.
But it’s a great way for us to say, hey, while you’re taking your next Road Trip, or while you’re flying somewhere, we’d love to be thinking about that experience with you. Now, obviously, the financial implications of your trip are important. And we want to embrace that too. But we also want to help you to celebrate that journey that you’re having. So we’ve seen some really good content around the journey that people are taking, whether that be a road trip, there’s a lot of family ways we can start to incorporate content in that way. But, but I think the theme when we’re celebrating, the fun that other people are having, is a really powerful and emotional element that can cause us to, to connect. So now now while these people, you know, never wanted to come back in the same time You know, our our song that we’ve selected as our format today calls us to root for the home team and bring us back to what it is about community that drives us to win and be successful. And for all of us as community banks, this is really the heart of who we are. As a community bank. This gives us the chance to say we need to root for our community and help them to be successful. Many of you are sponsoring things like little league teams, and events in which might inspire people locally. But this is our chance to say that if our our community is better, when we’re all rooting for the same team, it allows us to sort of rally our community around the subject matter that we have. Now, there’s there’s a number of different great ways to do that. I love to point out a few of these, you know, one of those are sponsoring different events. We’ve seen a number of great event events that many of you have sponsored, whether those are, you know, fun runs. Those are, you know, activities. Hopefully you can, you can read these fairly well. But you know, inspiring activities where it might be a downtown event or maybe you’re drawing people out to, you know, a golf course or things like that. But sponsoring those is one thing. And sometimes we sponsor those and we take, you know, sort of one photo of the of our logo at the event. What I liked about some of these examples is that they were showing the activity happening at the event. Not only were, were these banks sponsoring the event, but they were active in the event. And I think whenever possible, we can highlight that we were a part of the event, and maybe we were we had some coordination to it beforehand. It also gives us a chance, you know, sometimes we forget when we have some of these events that the pre planning of that event can also be a really exciting time period. So I have some friends who, who helped coordinate, you know, a variety of events. And what they’ll do is they’ll they’ll post about that committee meeting, that’s meeting three months before the event. So they’ll post a photo of the people organizing and planning that event. And that is a great way for us as as brand managers to say, Hey, we’re in this, we’re in this with the people who are creating it before it gets created. And that can be a really fun way to show some leadership in that event. It also gives us that chance to show that that were a part of a deeper purpose in that event. It’s not just our logo on a lot of these events. We’re also putting in a lot of volunteer hours. So whenever you can show how your team is helping and no we had some other examples of, you know, people passing out water at a fun run or things like that. Those are, those are really fun ways to kind of brand that experience. We’ll talk a little bit about how we do that at some events here as well. But you know, sponsoring some of those events are a lot of fun. But getting the people who are involved from your bank as a part of that, and getting them to snap that photo from a committee meeting, as boring as a committee meeting sounds, a lot of times, those can still be really effective, because we’re showing the leadership of that event that were bought in months before it actually happens. So just a good reminder for you to find out what your staff is involved in and then get to message them ahead of time. Now, now, here’s where things kind of turn a little scary in our Take me out to the ballpark because at the end, it starts to give us this structure that is very competitive, and says you know, it’s 123 strikes and you’re out, which gives us a formula right? gives us a formula to say that we have, we have opportunities to connect. But we only have a few opportunities to connect. And we want to do that in a timely manner. We want to create some some humanity around our brand. That’s why we remind you that if you can get some of your people outside of your brand managers, get them to download the app, so that they can upload their own photos, their own content to you back in marketing, to help you tell that story. It gives you that opportunity to to make it a little bit more about the human interest involved in those events. So maybe you want to highlight some of those stories. You know, I’ve stood at our local half marathon and cheered on runners. You know, creating signs and things like that. It’s a great opportunity. You know, you don’t even have to run in the event A lot of times to be that participant to help tell about the humanity of the brand and a lot of times We’re just, we’re just looking for someone to share, share the real world of overcoming something in that story. So again, we talked about, you know, a lot of times, those of you who are looking for content, you know, 80% of that content should show about human interest, showing how we’re connected in the community, showing the stories that individuals are overcoming in order to do that. Now, one of the things that we highlight when we’re talking about a story is, is that often a story has a central character. So when you’re creating a post about content, one of the dangers that we have sometimes is taking large group photos and not telling individuals stories, where they get more powerful is when we can tell an individual’s story and how they overcame something in order to participate. So it could be a fun run. It could be that you’re talking about you know, some outcome or event. But highlighting that one individual that will typically make that story resonate with people more it’s just part of human nature is that we can’t grasp how a whole crowd reacts. But we can grasp what happens either when a crowd is unified. So we can say, Hey, here’s what happens when it unifies. But just as I told the story about Trevor at the beginning of our story here, now that he was able to draw us into a central character, so when you’re taking photos of those larger outdoor events, if you can find some way to inspire people buy an individual story that will create more of a depth of content that can be more successful for you. So whenever you can grab more of that human interest, you’ll find that that creates some interesting things.
So I wanted to share just a little bit about our story with you. So one of our clients on you know, Pinnacle bank here had invited us, you know, to their to their charity fund run, which is happening here in a week and a half. And like many offices, what happens is we have several people who are runners, and they then they have me. So they have those those who are active runners, and those who might be a wannabe runner, I would fall in that latter category. Now. Now when we’re participating in event, for for many of us, when we jump into an event, we sort of have that person who signs us up. And you know, what happens when you’re a group of marketers and technologists like we have is, all of a sudden it becomes a brand, right? Our running together can create a unified purpose. So you can watch us a week from Saturday, I guess it is. I need to get back on my training regimen, running our 10 k run on June 2, but what you’ll see there is it’s not just that the five or six of us are running, but that the five or six of us are running with, with sort of a unified goal. And not only are we creating a team, but you know, of course,
we need good t shirts, and all of us felt like we needed to at least appear tougher than we really are. And so, so our temporary tattoos will come into play in that picture, to complement our outfit. But you know, what we’re doing is not just that it’s rallying our team, but it’s it’s gaining a buy in from our, from our company from our culture. And we’re embracing that to share that with the greater community. So not only are we running to support some good causes, but we’re also running in a way to say hey, here’s the you know, here’s our group. We’re we’re running together in this Well, I think I might be, I don’t know that we’re actually running running together, I think I’m probably going to be running at the back of the pack. But several of our former cross country runners will be running together at the front of the pack. And then, you know, we’ll we’ll see them at the finish line as we as we grab some images together, right. So when we think about how we might participate in an event, thinking about how our brand is reflected, and how it communicates who we are, and what we’re about, I think is a really important component of of what we’re doing together. So, um, you know, look, look for some of our photos in that. Our team name will be the running memes, which I think will probably inspire some rather creative memes in our process. But But I think as we think about how we create these events, thinking about how our brand fits into that, think about your tagline as you’re creating a name for your running team or a name for your, for your golf team, or whatever it is, maybe there’s not even an opportunity for a team name, but you decided to create one anyway, that level of creativity will allow you to be seen in a unique way. If you’re sponsoring something like the golf outing, I’ve sponsored a number of golf outings over my career. And, you know, I would always look for that sponsorship that might not even be listed, because I wanted my brand to fit in really succinctly. So, you know, when I was, you know, running a different company, and we had, you know, an opportunity for the golf outing. You know, our company was about reliability and stability. And so when I went in, and the person called me and said, Would you like to sponsor I said, Great, I would love to sponsor. But can I sponsor Mulligan’s? And, you know, I’d like to have a brand on your Mulligan’s this year. And I’ll print it all up for you. I’ll help create that that way. I could have my logo in front of everybody who needed or wanted them all again. So every bad golfer in that tournament knew who I was. And, and they knew that we were, we were rather creative in the way that we were sponsoring. So I think there’s a lot of fun ways to do that. There’s a lot of fun ways to put our brand in a place where it can be seen. And, and it really resonates with a following. So summer campaigns, can again, when we talk about 123 strikes in your out, it gives us that level of competition. And people like to compete, even when, when it’s casual. So we’ve seen a number of very successful social media campaigns that are involved in giving people experiences giving people things like like this cooler on the right, that would be not necessarily something they would normally invest in themselves, but that gives them an opportunity to share with the community and and participate So so I think summer campaigns are unique in the fact that they give people an opportunity to see that, that we’re out there and we’re pursuing something that is bigger than ourselves. You know, most of the time, we don’t do gift cards or things like that. In the summer, a lot of times we’re doing more experiential activities are products that show people an experience. We’ve even done campaigns that would free you up from things that you would normally think of as chores. We’ve done some where we inspired people to compete in contests, to have someone else mow their lawn, or things like that, that are really kind of fun when you think of, you know how we want to support people that might be taking a vacation, you know, if we can mow their lawn for a week, that gives them the chance to be in that place, with their family and not worry about that activity. Those types of things are really fun ways for us to get out and get in front of people. community that wants to be they want to be out and they might not want to come back. But maybe we only need to mow their lawn once. That way they will come back and root for the home team. So we’ve got some unique opportunities with summer campaigns that we don’t really get that opportunity the rest of the year. Summer also as hopefully is present in this webinar, summer should be fun. There’s a lot of ways to make summer fun even when we’re at the office. So some of you calling the bank had had a really fun one here. They love to highlight because, you know, they’re their operations center was enjoying, you know, summer pancakes and sausage brunch. But you know, doing it in a theme, and I think I think that can be a lot of fun. You know whether your office is one that embraces jeans and Hawaiian shirt or maybe just embraces the Hawaiian shirts, on top of, of a tie, that can still work. Also, we We haven’t talked a lot about video and, and I’m sorry video sometimes difficult to communicate across webinars because
it doesn’t move very smoothly. But we’d love to share some video with you if you’re not liking us on Facebook and Twitter. We’ll certainly be be kicking out some videos there sometime soon. But there’s there’s some fun ways to communicate across your culture. And I think selling culture is one of the most fun things we can do. And one of the most engaging over time. So the more we can share our culture and share who we are, that becomes a really powerful component of marketing throughout the summer, so some fun content there for you. And then, you know, again, for a lot of us, we’re not in the office all summer. We’re not in the office in a way that gives us the chance to, to schedule out, you know, our content, so If you’re planning some of those vacations, making sure that you have content scheduled out in those times when you’re gone, becomes really powerful. And then making sure that other people can handle that delegation, when you’re gone, becomes a really important component of, of preparing for what you’re going to do all summer. And we we have some, some people scheduled to be out next week. And so I noticed an influx of content that gets scheduled this week, to make sure that that they’re ready and contents prepared for that week when they’re gone. And we didn’t talk a whole lot about some of the kind of summer grilling content and things like that, but you know, when we have events like this coming along weekend, those are great chances for us to highlight, you know the types of activities that you might be doing, and in a lot of ways we can we can present those beforehand that I loved this video. If you if you haven’t checked out security bank. They have a had a great one great post last week. They are. Their main location is in the town of laurel, Nebraska and I realized that many of you just heard Yanni, but it’s actually Laurel. And so they corrected the the team on what they were hearing. But I think even in the summer, a lot of times, you know, we can prepare for next week, we know that people are going to be grilling, hopefully they’re going to be outside and active, things like that. But it also gives us a chance. So when there is something that’s timely, maybe it’s that thunderstorm that rolls in at the last minute and cancels a lot of a lot of activities or something like that. Maybe it cancels one of your major events. Those can still be some of the best social media opportunities. When we’re highlighting what’s happening in the moment. If we’re highlighting, you know, people running for cover during a thunderstorm, be safe. But those can still be great opportunities for us to show what it’s like to be there. Now, it could be something, you know, more trendy, like like security bank took advantage of, you know, being in Laurel. But it could be something that’s just as simple as a change in the weather, or a change in activities in our in our local area. Now, we finish up this, when we think of the song together, we finish with the old ballgame. And I think it reminds many of us as community banks that we have been around for a long time. And thanks to the passage of some additional bills this week, hopefully we’re around for a long time to come. But when we think about different things to celebrate, again, I’ll share this recording for all of you who attended here. So you’ll have some of these events to be thinking about, but there’s some great ways to plan out content for somebody These whether you’re talking about Father’s Day coming up, or you’re taking some photos now for national selfie day, or you’re inspiring others, to create that in a photo contest, if you need help with any of those types of things, you know, contests and campaigns, we’re certainly here to help with some of those. But these are great opportunities to plan out some of your content for the summer, and, and some good activities. So should give you some dates and times to think about. But think about summer as also being nostalgic. So when you think of summer, this is also your chance to share generational moments. And I think that also creates some depth to your story. So again, we’ve got, you know, sort of the downtown ballpark here, in which you know, every year I usually try to go with my dad to to catch a baseball game there. Yeah, that’s a
great opportunity to highlight some of those generational stories that are public. Down, have those traditions that are really important. And I think linking generations is also really important. So when you can show that father and son going to the ballpark, or, you know, those those different summer activities, you know, sharing a family picnic, or we’re doing some of those activities at the lake or Park, those types of things can really resonate with a large audience. But again, if you can restrict that down and show those individuals and how their story becomes an important part of your community story, when we begin to link generations and the community that begins to create a really powerful local message for creating content so so again, hopefully that’s inspired some new stories for many of you. Now, in this story here, I think those clouds were actually quite ominous. So that was, this was shortly before our baseball game got rained out, but I think We can highlight those stories in that equation that really become powerful linkages to our community institutions, to hopefully give you some more confidence in the content that you’re creating for the summer. We had a lot of good questions at the beginning that were centered around content and at different content ideas. So I appreciate a lot of that I hadn’t noticed that I had a few coming in. Now there’s one that autumn thanks for your note about launching another summer contest. And you have giving away some tickets. I think that’s a cool idea. So you’ve you’re going to be giving away tickets for two different locations. So you kind of an autumns financial institutions split across a rather large geography. So kind of cool, that you’re able to share tickets to multiple different parks. I think that’s a great idea you know, John’s got a couple interesting ways to think about content creation. Love the feedback on that one. I think when we’re thinking about giveaways and things like that, the experiences like autumn shared where, or maybe you’re, you’ve got a waterpark that you’re giving away some tickets to a lot of these giveaways don’t have to be huge, especially if we’re telling that story. So I think if we’re telling that story of, you know, taking an hour journey to get away from the community to go to the waterpark, you know, it can be more about the journey there and more about the added impact that it has to a family and being able to go be a part of that than it really does about you know, thousand dollar component or something like that. You know, we’ve done contests from everything from those, those little kind of, you know, go out and have some free ice cream, too, you know, Giving away, you know, small boats. I think I think those are, those are fun to see all of the different variations in between. But the ones that really, that really can deliver are often have a meaning behind them that are really linked to your community. So, so some powerful content
staci dudley 42:21
question that we had earlier was, you know, how should you vary it between, you know, Instagram, Twitter, Facebook, Snapchat, how do you vary those that community interaction?
Ben Pankonin 42:30
Yeah, great question. Um, you know, I like to say that each of the social platforms are like different cultures. And, you know, I, I happen to be somebody who embraces a lot of different cultures, in social media, but most people are really have a strong preference towards one social channel or another. So when we think of, you know, a place like Facebook, where, you know, the vast majority of users are, you know, we might be putting posting on there, you know, one message and then linking that message to something else on Instagram. You know, again, we have different demographics that are represented. But I actually don’t like focusing too much on age for the social media channels with a little bit of an exception. If you’re doing anything on Snapchat, you typically want to gear that towards really 30 and under, but, you know, your other platforms, you know, people will say, Well, there are a lot of millennials on Instagram, and that’s very true. You know, Instagram does skew younger than, you know, Facebook does. But, you know, we were yesterday referring to my mother in law as the instagrammer. Because she’s on Instagram all the time. And she’s, you know, following her grandkids and liking and favoriting and replying to their posts. And I think that’s, that’s not all that uncommon. So I think we’re we’re Looking at those different platforms, we just want to be active in all of those and afford if we’re headed to an event, there’s no reason we can’t post on a, you know, two or three platforms, sometimes even with the same photo.
staci dudley 44:13
Is there a way to encourage tagging and mentioning in some of those, like you said, like to tell them somebody’s story? I mean, is there any issues with that getting their consent?
Ben Pankonin 44:24
Yeah. Good. Good question. I mean, I think I think a lot of times when we want to tag people in, you know, whether it be an Instagram tag or something like that. Now, we typically would recommend, if you’re highlighting an individual or smaller group, that you typically want a photo release for that type of material. And you’re taking pictures of more of a crowd, then that’s probably something you don’t need. A photo release for. You know, my my photos that I took there of the ballpark. We’re certainly have a large crowd and a public gathering. I did not go solicit 30,000 people for a photo release. But, you know, I think that’s something if you are highlighting the individual, especially if they’re indoors, and you know, if they’re at your location or something like that it looks like they’re endorsing of your product or things like that, that’s typically something you, you really, really do need a photo release for that type of material. Now, if you’re, when you’re posting that, and then you’re also tagging them. You know, I think I think that’s very appropriate to tag them in that photo. I think it’s appropriate to tag people on Twitter. Again, if you’ve got a larger public events, making sure that you’re tagging the venue or the or the sponsor of the event or the the nonprofit that’s organizing the event. I think all of those are really important. It gets you gets you more traction. And for some of us who you know, if you’re not as familiar with platforms like Instagram, you know, go over to the search feature of Instagram and start seeing What pops up in your search feed, to remind you that this might be content you’re also interested in. Typically, that content that you might also be interested in, is derived from the types of posts that you’re making, or the types of photos that you’re liking or following. So we want to be making content that incorporates a lot of those hashtags, because that would show the people that, hey, this might be an account that you would like following because you’re typically posting about, you know, the hashtag for Lincoln, Nebraska or whatever that might be
staci dudley 46:36
questioning from Angie, how long is the life of the event? So after the event, how long can you continue to post or share information about that event?
Ben Pankonin 46:44
Yeah, it typically depends a little bit on the event. I would say, you know, for a lot of those activities, I mentioned this fun run. You know, we won’t be posting for a long time after the fun run, unless something really fun happens. Or maybe not fun happens. Then we might be posting for longer, but typically, you know, the day of, for a lot of those events is a lot of times when that dies, but again, you can,
you can still revive those if you’ve got something new to share.
So that’s why sharing, you know, preparing for this event becomes an important component, right. So, you know, just thinking to myself, like we, you know, as I go run or whatever, for our fun run and make sure that I’m running more than a mile before I run six is probably a good idea for me to be posting, you know, the preparation for that type of event. So, so I think before the event, it can live a long time before. Once the event is over. Typically, you’ve got a day or two, and I think most of the time that it usually falls off. Now, again, you can post new stuff, you know, if you’re helping plan that event, you can say, you know, the next day, you might be making a post saying, Hey, we’re preparing already for next year. Thanks. You know, thanks. For everybody participating, those that still can be some good follow up content. So good questions. Cool. Well, thank you, again, everyone for joining us today as we celebrate what to do this summer on social media. So if you’ve got ideas, or you’ve got comments, we’d love to hear from you. For next next month’s content, appreciated all of those comments. We just had a flood of additional content come in to us as well. People giving away tickets to local con contests, or concerts. I think those are those are great opportunities. We’ve done a number of different concerts, that can be really good. Again, whether you’re giving away tickets to Beyonce, which we’ve done or you’re giving away tickets to that local band that’s going to play covers, whatever it is that you’re marking are presenting. You know, that gives you a great opportunity to brand that as well. Local concerts are great. So again, thanks for for those for that feedback. And we’d love to hear more from you. So if you’ve got other ideas or things you want to run past with us, let us know and have a great start to your summer. We’ll be picking this up again next month with some some other tips and tricks. So stay tuned and we’ll be sending some stuff out your way.
Transcribed by https://otter.ai