The #NAM2015 spark sessions brought together experts from a variety of fields to deliver industry insights on topics from making the most of the new Cub Scout program to what it takes to mobilize your digital marketing strategy. Councils across the country are well underway in implementing what they gained, but in case you couldn’t make it to Atlanta (or maybe you were so busy at NAM you couldn’t stop by the spark session you were looking forward to), we’re bringing highlights right to your computer screen. In the marketing-focused spark session, BSA’s marketing experts explored how attendees could identify advocates in their councils and leverage word of mouth from these fans to reach a wider audience. Read on to learn how to turn your council’s fans into Scouting ambassadors.

Augmenting Audience Engagement and Increasing Reach

As BSA Marketing Group Director Stephen Medlicott explained, in today’s digital-crazed, social media-focused landscape, peer affirmations drive trust in organizations. Simply, if your Facebook friend has something great to say about a company, product, or Boy Scout troop, you’re more likely to want to learn more. In fact, to kick off the session, Stephen shared a stat from Forbes: “Only 1% of Millennials surveyed said that a compelling advertisement would make them trust a brand more.”

So if traditional marketing, advertising and communication is not the way to reach your target audiences, what is? Here’s what speakers at the session contend:

• BSA Social Media Manager Nathan Johnson delved into hashtags and leveraging social media, particularly Instagram, to create buzz around Scouting events. He encouraged attendees to search Instagram for terms like #PinewoodDerby and #CubScouts. He explained sharing these kinds of experiences encourages others on your team to follow suit. As the BSA’s culture of sharing continues to develop, more potential fans of the organization will be exposed to authentic experiences ushered by Scouting.
• Shawn Jackson shared the story of his creation of Scoutbook, from seeing a need for the technology to the BSA’s acquisition of the web app. Meet Shawn and hear about Scoutbook by heading to https://scoutingwire.org/meet-the-creator-of-scout-book-shawn-jackson/.
• BSA Communications Manager John Churchill shared the new Scouting Wire. If you’re reading this post right now, you’re probably in the loop on all things Scouting Wire, but, as John shared with attendees, stopping by ScoutingWire.org daily to see what’s new will give you awesome content to spread to your network on social media. Not to mention, the site saves you time and gets you the news you need, when you need it, where you need it.
• Digital expert Bryson White unveiled how more of Scouter’s favorite tools are becoming easier to use than ever as the Marketing & Membership Hub finds a new home on Scouting Wire. More on that, including an official launch, coming soon to a Scouting Wire article near you!

In a time when reaching audiences via digital strategy is king, the BSA is on trend, bringing Chief Digital Officer David Young in to support innovation in this arena. On the council level, armies of passionate parents, volunteers, employees, and their friends (and even the friends of their friends) wait ready to be mobilized by a passion for Scouting. It’s your job to give them the tools they need to share these messages. Now you can with the help of tools like Instagram, Scoutbook, Scouting Wire, and the Membership & Marketing Hub.