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Social & Digital Marketing

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Please Sign the Attendance Roster

  • Print your Legal Name, Region, email, phone #.
  • You must be a current volunteer and AYSOU learner.
  • Login to the AYSOU, go to Event Calendar, Enroll in this Course Event.

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In this course…

  • Why Social Media?
  • Telling Stories with Purpose
  • Types of Content
  • Social Platforms
    • IG & FB & LinkedIn
  • Hook, VP, CTA
  • Account Setup
  • Tools
    • Canva, Video Editors
  • Social Media Content Calendar

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Why Social Media?

  • Customer Experiences/Building Trust.
  • PSAs/Reminders -

Be consistent on where you want your families to look for reminders & announcements.

  • Brand Identity & Awareness
  • Targeted Audiences & Generate Leads.
  • Cost-Effective

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So... Why is Social Media

Important & Relevant Today?

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Living in a Digital Society

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Age Groups using at least 1 Social Media Site*

18-29 Years old - 84%

30-49 Years old - 81%

50-64 Years old - 73%

65+ Years old - 45%

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76% of these users have made a purchase

decision through social media.

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*Forbes Advisor

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Why Post on Social Media?

To tell the Story of AYSO &

your Region with a Purpose.

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Telling Stories with Purpose

Assigning a purpose and intention to your social media content.

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  • Retention
    • Consistency & building trust with families to keep them coming back each season.
  • New Audiences
    • Showing who we are (community), what we do (programs), & why to join (testimonials).
  • Why AYSO?
    • Educating on AYSO’s values, history, programs, & Six Philosophies.

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Before jumping into Social Media Platforms,

what are the general Content Types to share?

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Types of Content: Single Image, Carousel, Reel

Tip:

Tag AYSO’s social media account, @ayso_soccer

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Types of Content: Stories

  • Quick, fun, and memorable
  • Images and Short-Form Video
  • Only visible for 24 hours*
  • Share In-Feed Content as a Story

(Reposted videos/reels are limited to 15 seconds)

  • Interactive with stickers

Repost as a Story

Story

* Visible for 24 hours on Instagram and Facebook unless added to a permanent “Highlights” Collection. There are no visibility limits for YouTube Shorts.

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Types of Content: Stories

  • Use the Link sticker to direct users to your Region website or other sites
  • Use the Add Yours sticker to promote engagement by asking your followers to share photos.

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Where can we post these different forms of content?

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Social Platforms - Instagram

Audience:

18 - 38 years old

Content Types:

  • Pictures
  • Stories (24hrs)
  • Reels (Videos)
  • Carousel Post

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Interactive Story Features: links, music, polls.

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Engagement Types:

  • Comments
  • Likes
  • Shares
  • Reposts (to story)
  • Account collaboration

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Social Platforms - Facebook

Audience:

28 - 60 years old

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Content Types:

  • Photos
  • Videos
  • Stories
  • Text Posts
  • Events

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Engagement Types:

  • Comments
  • Sharing
  • Links on posts
  • Page Likes/Follows
  • News Feed

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Social Platforms - Facebook

AYSO FaceBook Demographics - 10/17/2024

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Social Platforms - LinkedIn

Audience:

Businesses

Users 25-34 yrs old

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Content Types:

  • Text Posts
  • Articles
  • Newsletters
  • Image Posts
  • Videos

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Engagement Types:

  • Likes
  • Comments
  • Shares
  • Clicks
  • Follows

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Safe Haven - Important Reminders

  • “All communications regarding AYSO activities and participation in the program must be directed to parents and guardians.”
    • Refer to the National Policy Statement 9.7

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  • We advise against using other channels such as TikTok & Snapchat, as those platforms’ primary audiences are minors and younger generations.

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Users are scrolling on Social Media, but how do I get them to stop

& engage with my post?

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Capturing the Audience’s Attention

  • Call-to-Action (CTA): Prompt the user to take specific action.
  • Hook: Draw the user’s attention, technique to make content more engaging & appealing.
  • Value Proposition: Why should parents join your Region?

What are the values and how does AYSO differ from other soccer programs?

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HOOK

Draw the user’s attention, a technique to make the content more engaging & appealing.

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Form of a caption, text overlay on photo or video, or audio in a video.

  • Use a Trending Song/Audio (Family-friendly message & no explicit language/cutting off just before the curse word).
  • Elements of an effective text hook: Relevancy, no jargon, mood/tone, authenticity, tease the content – mystery.
  • Relatable hook: Scene: Asking players why they love AYSO.�Hook: Caption that reads, “What’s your favorite AYSO moment?”

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Value Proposition

Identifies the need of a prospective family & what sets AYSO apart from competitors. What are the unique values and benefits of AYSO?

  • When creating a value proposition, consider:
    • Clarity: Clear & concise answer of why they should choose AYSO.
    • Differentiation: How is AYSO unique from competitors?
    • Relevance: How does AYSO address their needs & pain points?
    • Credibility: Evidence or testimonials to build trust.

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Call To Action

Prompting the user to take specific action based on your content, messaging, and purpose/intention of the content.

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  • Registration
    • “Register today at ayso123.org - link in bio”
  • Programs
    • “Learn more about our programs at ayso123.org - link in bio”
  • Share the content on your Story with the link feature

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What is relevant that your audience can take action on? Early-bird deal?

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Hyper-localized content tends to perform better on social media (authentic, relatable & engaging).

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How can I produce more content?

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Call-Out for UGCs

User-Generated Content (UGC) is a great way to receive and post hyper-localized content.

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  • Encourage families to post content & tag your Region.
    • Have families share their captured content for future use.
  • Benefits: authenticity, cost-effective, increased engagement, increased conversation.

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Accounts:

How do I set up & maintain my Region’s social media channels?

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Accounts

Scan the QR code to learn more about:

  • Setting up social media accounts.
  • Transferring social media accounts.
  • Linking accounts to a Region's Google Workspace email address.

Scan the QR code for more information, tutorials, and instructions!

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Text Posts, Videos...

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What tools can I use to create intriguing content?

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TOOLS

  • AYSO is constantly expanding the resources offered to Regions!
  • Video Editors:
    • CapCut (Free, Beginner, Phones/Computers)
    • Edits (Free, Basic)
    • DaVinci Resolve (Free, Advanced, PC/Mac/iPad)
  • Graphic Design:
    • Canva Teams, Graphic Design
    • Affinity Designer, Photo, Publisher

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Scan the QR code to view which tools are offered!

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Artificial Intelligence

  • AI like ChatGPT is a great tool for brainstorming
  • When writing a prompt for AI, mention AYSO Soccer
    • AYSO has unique values and priorities that differ from competitors.
    • By mentioning AYSO, ChatGPT will most likely incorporate AYSO’s Six Philosophies into its response
  • Do not use AI to create fake visuals
    • For example, do not generate photos of soccer players
    • Fake visuals create a negative emotional response

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Posting once or a few times a week on social media can be daunting..

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How can I keep track of everything?

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Social Media Content Calendar

A strategic, detailed plan of upcoming posts organized by date & time.

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Benefits:

  • Saves time.
  • Consistent posting schedule.
  • Effective planning.
    • Registration, Events,…
  • Repurposing successful content.

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Content Categories Examples:

  • Enhance Engagement: Testimonials, Polls, thought-provoking questions.
  • Brand Awareness: Program description, Event, Educational post.
  • Generate Leads: Registration post.

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Social Media Content Calendar

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View by Content Pillar

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Our social channels receive comments, reviews, and inquiries...

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How can I keep track of it all?

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Free Marketing Service for Regions

SOCi is a premium local marketing service with a centralized dashboard for search visibility, social media, and reputation management.

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  • Social Media: Daily Digest of Activity & Mobile App for Engagement Notifications.
  • Search Visibility Optimization: When a user searches for “youth soccer near me”, does your Region appear on Google?
  • Review & Reputation Management

Questions: Hannahsmith@ayso.org

Attend the SOCi EXPO Course!

https://ayso.io/AYSOSOCiOnboarding

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THANK YOU!