If there is something Tyler and I can get behind it's poutine. But seriously when Brady put out a call for Social Media Ambassadors for YXE Poutine Week in support of Big Brothers Big Sisters Saskatoon we jumped at the chance. A big part of what we do at T Squared Social is support our community and we felt this was a place we could really make a difference.
After meeting the team we quickly realized that YXE Poutine Week needed a plan for their Social Media. So we developed a strategy to make the most of the assets they had, build community and reduce the work load by inspiring user generated content.
Creating a few videos using some volunteers from the Mentor Program was not only super fun but gave us pre-launch content to help announce the main contest. Attaching a Like / Share contest to good content is critical to help it spread. It sounds basic, but if you want people to share something make it shareable.
We built up a bank of images that Brady could use leading up to the event to mix into his already hilarious library of memes. We did photography at Hometown Diner, which was one of the participating restaurants, to strengthen the local vibe of the campaign. Stock photos can often times be swiped over, so we wanted to make sure the visuals were Saskatoon specific.
Meeting with the volunteer team to figure out who could handle what, we had to stop for a selfie. Let's get serious. A big concern the team had was last year the event started to lose momentum mid-week. Part of the plan to keep the party going this year was to do daily live videos on Facebook and to announce winners for the contest daily.
In the videos we made to explain the main photo contest we incorporated elements of the BBBS using an actual Mentor / Mentee. Real people make a real difference in producing content for Social Media. The more relatable it is the better it performs.
Although no one can guarantee a viral video, that wasn't our focus. Having an intentional and well executed plan is a much smarter goal.
Creating motivation and providing opportunities for engagement is where you really connect with people on Social Media. Plus it never hurts to make it fun and did we mention poutine yet?
A big challenge of running an event that spans several days with no specific location is making people feel included. Announcing winners daily was a critical part of motivating user generated content and also rewarding people in a timely manner. In addition having people post their own photos helped to reduce the amount of content creation we were responsible for as a committee. Less work, more engagement. Perfect.
The Facebook Live video series was a place where we could control the conversation. In these segments we reminded people of key information, engaged with restaurants, congratulated winners and ate a tonne of poutine. It also helped to give a face to the event with many of the primary committee members joining us for their eloquent descriptions of the chef inspired poutines.
As a wrap to the event we were thrilled to see huge increases in engagement on all social platforms and most importantly more than double the total amount of funds raised over the previous year. For more info on YXE Poutine Week check the links below.
Big THANK YOU to the all star YXE Poutine Week committee, all the participating restaurants and everyone who came out to eat guilt free poutine in support of Big Brothers Big Sisters of Saskatoon. See you next year.
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