#2014FFIC Social Media Campaign

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#2014FFIC SOCIAL MEDIA CAMPAIGN

The badge I created for my Social Media Guide.

In January 2014, as a junior communication major, I was recruited to coordinate the social media front for the Pathfinder 2014 Forever Faithful International Camporee, a week-long event from August 11 - 17, 2014, that hosts over 52,000 people in Oshkosh, WI.

Campaign Mission Statement:

The 2014 FFIC Social Media team will oversee the professional utilization of various social media channels to effectively communicate, engage and promote the camporee to its participants and world audience.

A picture from the Forever Faithful #2014FFIC viral campaign. Camporee attendees, as well as Pathfinders from around the globe were participating.

Being the event's Social Media Coordinator allowed me to develop an array of skills, in the areas of:

- Team leadership

- Campaign goal, key message, objective and evaluation development

- Social media content strategy and development

- #2014FFIC hashtag development and implementation

- Research and Analytics

- Time management

- Philanthropic fundraising

- Networking and resource pooling

- Graphic design

In the months to come, I had 3 significant tasks before me:

- Team building

- Content development

- Fundraising

An excerpt from the Social Media Guide.

For content development, I created a guide to be used by my team, detailing our mission and purpose, job descriptions, working schedule, content strategy, etc. This guide allowed my team to prepare themselves for the job ahead, so that they would be ready to handle whatever was thrown at them.

This opportunity was 100% volunteer. We had to buy our own tickets, provide our own transportation, and feed and lodge ourselves. The cost for my team of 10 was over $6,000. We raised the money by appealing to various organizations with proposals such as this:

The one-page propsal, sans-budget proposal, my team and I created when fundraising for the FFIC.

We were successful.

An infographic we used to communicate where camporee attendees came from. Copy by Steven Foster, design by Raschelle Casebier.

During the camporee, our duties included

- Scheduling event posts

- Live, on-location posting

- Communicating with photography, videography and other on-site communication teams to share their high quality content

- Scheduling content posts for non-working hours

- Creating conversation and two-way communication between ourselves and our audience.

- Creation and implementation of the Forever Faithful #2014 viral campaign.

- Dispelling negative rumors started by members of the local community

CAMPAIGN RESULTS:

One of our most successful posts. With a reach of over 38,000 and over 2,000 shares, many people were impacted by our efforts.

One of our most successful posts. With a reach of just under 51,000 and over 4,200 shares, we discovered the type of content that our audience best responds to.

Key analytics taken on August 15, 2014. In one week, the 2014FFIC Facebook page gained about 7,000 new likes--up 70% from the week before. Our total reach was over half a million people!

In the end, our campaign was very successful. We were able to provide excellent, high-quality and professional content to our audience reliably, while overcoming many problems along the way.

Our analytics speak for themselves, as we gained a following over 7,000 in the course of 5 days, and our most-shared posts reached tens of thousands.