Study of Facebook campaign

I currently admin New York YMCA Camp’s Facebook Page. Our strategy is to engage campers, staff, and parents through photographs, video, and captions about camp happenings. I keep the tone friendly and personal. Fans posting on our wall know they are talking with a human not a computer.

This past week we rolled out our first ever campaign that was conceived, written, and targeted toward our Facebook fan base. Since the beginning, Facebook has always supported camp’s marketing campaign, but this was the first time we developed a campaign strictly for Facebook.

Campaign Notes
Teen campers on Facebook

4 Posts, Tuesday – Friday afternoon after school lets out

Overall Message Indirectly Conveyed
Each year we look to improve camp. We’ve listened to your feedback. Here are four changes you can expect to see this summer.

Four Messages We Wanted to Convey

  1. Longer activity periods. Learn more about the activities you are interested in. Have more time to make friends. Spend more time with your staff mentors. Don’t feel rushed like school.
  2. You want more teen water activities? This summer the teen village will have a teen Wibit with a 10 foot high action tower to climb, jump, and hangout on.
  3. A large majority of campers said breakfast was too early and it felt too much like school. Well that’s no fun. We’ve pushed back breakfast 45 minutes later!
  4. Snack Shack will be a time to enjoy time with your cabin and teens your own age. You’ll be able to come together during the afternoon, hangout, share about your day, and get ready for evening programs. No rushing involved.

The Four Facebook Posts and Analytics

  1. ANNOUNCEMENT! We’ve made morning periods longer, so you can spend more time with friends at the activities you love. It’s summer, no need to rush things.
    • Posted May 10 at 2:06pm
    • Received 2,230 Impressions
    • 0.54% Feedback
    • 7 Likes, 5 Comments
  2. This isn’t an 8 year old’s Wibit. Our friends in Germany built us a Wibit just for teens. It has a 10 foot action tower. Yes, I said 10 foot high action tower. Calum Ware are you pumped?
    • Posted May 11 at 2:11pm
    • Received 2,353 Impressions
    • 1.49% Feedback
    • 19 Likes, 15 Comments
  3. Let’s leave the morning rush for school. This summer breakfast is going to be 45 minutes later! Time to sleep in a bit and catch up on some zzz…
    • Posted May 12 at 3:50pm
    • Received 1,764 Impressions
    • 1.25% Feedback
    • 15 Likes, 7 Comments
  4. mmm… Snack Shack. Take some time this, chill with your division. Snack shouldn’t be a race, it should be enjoyed. :) Have a great weekend!
    • Posted May 12 at 3:50pm
    • Received 1,817 Impressions
    • 0.33% Feedback
    • 4 Likes, 2 Comments

What I learned

Timing is key. Posting announcements earlier in the afternoon, around 2pm, leads to greater results. I believe this is because it gives our international staff in Europe time in their evening to like/comment on it. This then boosts it farther up our campers’ news feed as they get out of school around 2:30 – 3pm.

Photos are key. The Wibit post was the only post with an actual photo and it received the greatest return. People just love their photos. They tell a story in a way words cannot.

Replying to all comments, builds conversation and more impressions. Oh, wait that’s a given. 

Most importantly, targeted messages will lead to a return in higher enrollment. We talk to teens, they like what they hear. They bug mom to send them to camp. Can’t argue with the enrollment data.

This campaign was a lot of fun to put together, and run. I’ll definitely be doing more of these in the future.

What are purposeful ways you are leveraging Facebook?


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