OIA’s Social Impact

By BylineItsBrunson on

Outdoor Industry Association’s (OIA) social presence was very minimal when coming into the organization.

With the launch of content marketing at OIA, a new social marketing strategy was designed and implemented beginning in 2015.

The tone was changed to fit the passionate, outdoor audience most likely to take action with OIA initiatives.

Social content changed to be:

  • more conversational and human
  • digestable
  • offering value to audiences
  • shareable
  • more visual
  • representative of the audience
  • include approachable calls-to-action
  • educational while entertaining

917% increase in social acquisitions to OutdoorIndustry.org  from 2014 to 2017

Data is consistently leveraged to identify which topics, keywords, media types, and timing works best for audiences. Based on the data, a social content calendar is maintained in conjunction with the editorial website content calendar.

Current Numbers: