Published on August 15, 2013
Marketing the Military & Music through Social Media Is SM a viable marketing tool for an old school military organization & a six-decades-old bagpipe band? Presented by: Amy Di Leo @pixchix (15-Aug, 2013) (presentation is for educational purposes only)
Question: Can a small not-for-profit “pipes & drums” band with an older membership use SM to successfully recruit new members, increase its visibility, and ultimately get more gigs?
Social Media (as defined by Merriam-Webster) forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos) (source: m-w.com)
Source: Pew Research Center Who is on Social Media ?
Source: Amityville Highland Pipe Band Who are Amityville Highland Pipe Band Members 0% 20% 40% 60% 80% Facebook Twitter Military Svc FD/PD Members makeup
•60 year history (oldest pipe band on LI; founded in 1952) •Steeped in Tradition (approval from Queen to wear Blackwatch) •Strong Military History (started by 23 WWII Veterans) •Today ≈ 35 Active Members (40 at its peak) •≈ 25 Events & Parades/year Amityville American Legion Post #1015 Highland Pipe Band
Amity Pipe Band’s Internet Presence
Jones Beach Air Show Gig (Memorial Day Weekend 2013)
Metrics for AHPB Facebook during the Memorial Day weekend
The post with the most views & interaction Nearly 3K clicks!
Expert #1: Lauren Villeneuve @lgvilleneuve Online Engagement Specialist, Wounded Warrior Project
20102009 Wounded Warrior Project - @wwpinc 2012
Wounded Warrior Project – Founded 2003
Chart provided by Wounded Warrior Project
Expert #2: Steve B. Brooks - @Baxter69 Social Media Manager, The American Legion 2007-8 2011
Media at the American Legion Source: legion.org
What is your main goal with SM?
Reaching Audience: SM or Traditional? “On social – we see that posts that allow our fans to engage (have a call to action) are the most successful. And ” -Lauren Villenueve, WWP “ , but what we’ve found [is that] way to get the word out about what we’re doing and what we need our members to do. .” - Steve Brooks, American Legion
Tips and Advice?
Expert # 3: Mark Schaefer @markwschaefer businessGROW.com Social Media Guru“I think you have to be smart about this and . Go where the people are.”
Best Practices/Takeaways: • Combine SM with a larger campaign • Calendar listings, article placement • Hand out cards/brochures at events • Continue to network (WoM is key) • Get interested band members involved • Pique interest and have them self-select • Don’t force those uncomfortable to participate • Teach them how to share, retweet, like and explain why (continued)
Best Practices/Takeaways: (page 2) • Post/Tweet appropriate content • Photos & videos get more hits, continue to post • Post/retweet content that’s pertinent to our audience • Connect with appropriate sources • Firehouses that hire pipe bands, individuals • Tweet about them (photos/vids) and re-tweet pertinent content • Time, energy & resources are all necessary for successful program
Conclusion: Is it possible to market the Amityville Highland Pipe Band through SM & use for membership recruitment?
Thank you! Questions/Comments?
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