Social Media Engagement Plan — Mountain Camp 2027¶

Strategic plan for social media presence and community engagement across all platforms

Platform Strategy Overview¶

Primary Platforms (Active Daily)¶

• Twitter/X - Real-time community engagement, news, announcements
• LinkedIn - Professional network, sponsors, speakers, enterprise audience
• Mastodon - Growing Drupal community, privacy-focused developers

Secondary Platforms (Weekly/Event-Based)¶

• Instagram - Visual storytelling, event photos, behind-the-scenes
• Bluesky - Emerging platform, early adopter community

Account Information¶

Official Accounts¶

• Drupal Switzerland
• Twitter: @drupalch
• LinkedIn: drupal-switzerland (company page)

• Access: Private (organizing committee only)

• Mountain Camp

• Twitter: @mountaincampch
• LinkedIn: drupal-mountain-camp (showcase page)
• Access: Private (organizing committee only)

Strategy¶

• Use @mountaincampch for all event-specific content
• Use @drupalch for broader Swiss Drupal community content
• Cross-promote between both accounts

Hashtag Strategy¶

Primary Hashtags (Use on Every Post)¶

• #MountainCamp - Main event hashtag
• #Drupal - Core community tag
• #DrupalCon - When related to DrupalCon events

Secondary Hashtags (Use Strategically)¶

• #DrupalMountainCamp - Full event name (use sparingly, primary is #MountainCamp)
• #Drupal11 - When discussing Drupal 11 features
• #OpenSource - Broader tech community
• #PHP - Developer audience
• #Symfony - Cross-community engagement
• #WebDev - General web development
• #Switzerland / #Davos - Geographic tags

Campaign-Specific Hashtags¶

• #DMC27 - Shorthand for this year's event
• #MountainCamp10Years - 10^th anniversary celebration
• #MountainCampSpeakers - Speaker spotlights
• #MountainCampSponsors - Sponsor recognition

Event Day Hashtags¶

• #DMC27Day1 / #DMC27Day2 / #DMC27Day3 - Live event coverage

Content Pillars & Best Performing Content Types¶

1. Speaker Spotlights (High Engagement)¶

Platforms: All
Format: Photo + bio + session teaser
Frequency: 2-3x per week during CFP, weekly after schedule published
Best Times: Tuesday-Thursday, 9-11 AM CET

Example:

🎤 Speaker Spotlight: [Name]

[Photo]

[Name] will share insights on [Topic] at #MountainCamp 2027!

✨ [One compelling fact about speaker]
📅 March 2-4, 2027
🏔️ Davos, Switzerland

#Drupal #OpenSource

2. Community Stories & Testimonials (High Trust)¶

Platforms: LinkedIn, Twitter, Instagram
Format: Quote graphics, video clips
Frequency: Weekly
Best Times: Monday mornings (inspiration), Friday afternoons (weekend reads)

Example:

💙 Community Voices

"Mountain Camp changed how I think about [topic]" 

- [Attendee Name], [Role] at [Company]

What will #MountainCamp 2027 mean for you?

🎟️ Tickets: drupalmountaincamp.ch

3. Countdown & Milestone Posts (Creates Urgency)¶

Platforms: All
Format: Graphic + key info
Frequency: Weekly → Daily as event approaches
Best Times: Morning (7-9 AM CET)

Example:

⏰ 100 Days Until #MountainCamp 2027!

🗓️ March 2-4, 2027
🏔️ Davos, Switzerland
🎤 [X] speakers confirmed
🎫 Early bird ends [date]

Don't miss out: [link]

#Drupal #OpenSource

4. Behind-the-Scenes / Venue (Builds Excitement)¶

Platforms: Instagram, Twitter
Format: Photos, Stories, Reels
Frequency: Bi-weekly
Best Times: Lunch hours (12-2 PM CET), evenings (7-9 PM CET)

Example:

🏔️ Behind the Scenes at #MountainCamp

[Photo of venue/Davos/preparation]

Getting ready for 3 days of:
✨ Inspiring talks
🤝 Meaningful connections  
💻 Hands-on learning

See you in Davos! 

#DrupalMountainCamp #Switzerland

5. Educational/Value Content (Builds Authority)¶

Platforms: LinkedIn, Twitter, Mastodon
Format: Thread, carousel, article link
Frequency: 2x per week
Best Times: Wednesday-Thursday, 10 AM - 2 PM CET

Example:

🧵 Thread: Why #MountainCamp is different

1/ Unlike traditional conferences, we focus on "makers and builders" - not just attendees

2/ Every person in the room adds value. We curate the guest list like a dinner party

3/ Small by design: 100-140 engaged participants > 300 passive observers

[Continue thread...]

Learn more: [link]

#Drupal #Community

6. Sponsor Recognition (Builds Relationships)¶

Platforms: All
Format: Branded graphics, thank you posts
Frequency: Weekly once sponsors confirmed
Best Times: Tuesday, Thursday mornings

Example:

🙏 Thank you to our Gold Sponsor: [Company Name]!

[Company Logo]

[Company] is helping make #MountainCamp 2027 possible.

They're [brief description of company/why they sponsor]

Learn more about [Company]: [link]

#MountainCampSponsors #Drupal

7. Call to Action (Drives Conversions)¶

Platforms: All
Format: Clear CTA graphic
Frequency: 2-3x per week
Best Times: Morning and lunch hours

Example:

🎫 Last Chance: Early Bird Tickets End Friday!

Save [amount] on #MountainCamp 2027 tickets

✅ 3 days of talks & workshops  
✅ Networking with Drupal experts  
✅ Contribution day  
✅ Mountain views included 🏔️

Register: [link]

#Drupal #OpenSource

Posting Schedule & Best Times¶

Twitter/X¶

• Peak Engagement: 8-10 AM CET, 12-2 PM CET, 5-7 PM CET
• Frequency: 2-3 posts per day during campaign periods
• Strategy: Real-time engagement, quick updates, community interaction

LinkedIn¶

• Peak Engagement: Tuesday-Thursday, 9 AM - 12 PM CET
• Frequency: 3-5 posts per week
• Strategy: Professional tone, speaker spotlights, industry insights, enterprise value

Mastodon¶

• Peak Engagement: Similar to Twitter, but more developer-focused audience
• Frequency: 1-2 posts per day
• Strategy: Developer-focused content, technical discussions, privacy-first messaging

Instagram¶

• Peak Engagement: 11 AM - 1 PM CET, 7-9 PM CET
• Frequency: 3-4 posts per week, daily stories during event
• Strategy: Visual storytelling, behind-the-scenes, event atmosphere

Content Calendar Framework¶

Pre-Event Phase (May - December 2026)¶

May - July: Awareness Building - Monday: Educational content (Drupal tips, community stories) - Tuesday: Speaker spotlight - Wednesday: Value proposition (why attend?) - Thursday: Sponsor recognition / Partner highlight - Friday: Behind-the-scenes / Venue teasers

August - October: CFP & Early Bird - Monday: CFP reminder / Speaker application tips - Tuesday: Speaker spotlight (past attendees) - Wednesday: Early bird reminder - Thursday: Track/theme preview - Friday: Community testimonial / Social proof

November - January: Schedule & Final Push - Monday: Session spotlight - Tuesday: Speaker spotlight - Wednesday: Travel tips / Davos guide - Thursday: Sponsor spotlight - Friday: Countdown post

February: Countdown Mode - Daily posts: Speaker spotlights, session previews, Davos facts - Stories: Behind-the-scenes prep - Engagement: Polls, questions, excitement building

During Event (March 2-4, 2027)¶

Live Coverage Strategy: - Real-time Twitter: Session highlights, quotes, photos - Instagram Stories: Behind-the-scenes, attendee reactions - LinkedIn: Daily wrap-ups, professional highlights - Hashtag: #DMC27Day1, #DMC27Day2, #DMC27Day3

Content Types: - Live-tweeting key sessions (with permission) - Photo galleries - Attendee testimonials - Speaker Q&A highlights - Networking moments - Sprint progress updates

Post-Event (March 5+, 2027)¶

Week 1-2: - Thank you posts (attendees, speakers, sponsors) - Highlight reels / Photo galleries - Session video releases - Key takeaways / Learnings

Week 3-4: - Blog posts / Recap articles - Community feedback highlights - Start teasing next year

Engagement Strategy¶

Community Building¶

• Respond within 2 hours to all comments and mentions
• Amplify attendee content: Retweet, share, engage with posts using #MountainCamp
• Tag speakers & sponsors when relevant (builds relationships)
• Create conversations: Ask questions, run polls, encourage discussion

Influencer & Community Leader Engagement¶

• Identify key voices: Drupal core contributors, agency leaders, community organizers
• Early engagement: DM or mention them about attending, speaking, or promoting
• Collaboration: Co-create content, interviews, guest posts
• Recognition: Publicly thank and highlight their contributions

User-Generated Content¶

• Encourage sharing: Create a specific hashtag for attendees (#MyMountainCamp)
• Photo contests: Best Davos photo, best session photo
• Testimonial requests: "Why are you coming to #MountainCamp?"
• Repost strategy: Share attendee content (with permission/credit)

Monitoring & Analytics¶

Key Metrics to Track¶

• Reach: Impressions, followers growth
• Engagement: Likes, comments, shares, click-through rate
• Conversions: Link clicks to registration page
• Sentiment: Positive/negative mentions
• Hashtag performance: #MountainCamp usage and reach

Tools & Monitoring¶

• Native analytics: Twitter Analytics, LinkedIn Analytics, Instagram Insights
• Hashtag tracking: Monitor #MountainCamp, #Drupal, #DMC27
• Manual monitoring: Daily check for mentions and engagement opportunities
• Weekly reports: Track progress against goals

Success Criteria¶

• Follower growth: 20% increase by event date
• Engagement rate: 5%+ average across platforms
• Registration attribution: 30% of ticket sales attributed to social
• Hashtag reach: #MountainCamp used 500+ times during event
• User-generated content: 50+ attendee posts during event

Cross-Platform Promotion Strategy¶

DrupalCon Events (Key Touchpoints)¶

• DrupalCon Chicago (March 2026): Announce dates, tease Dries participation
• Dev Days Athens (April 2026): Website reveal, save the date
• DrupalCon Rotterdam (September-October 2026): Featured speakers announcement, CFP closing reminder

On-site strategy: - Branded materials with social handles - Photo booth with #MountainCamp branding - Speaker/sponsor promotion - Live social coverage from booth

Other Drupal Events¶

• Dev Days: Regular updates and presence
• Regional meetups: Local community engagement
• Virtual events: Online presence and promotion

Media Partnerships¶

• The Drop Times: Featured articles, interviews
• Drupal.org blog: Guest posts, announcements
• Community podcasts: Speaker interviews, event previews
• Tech media: Swiss tech publications, open source news sites

Content Templates¶

Speaker Announcement Template¶

🎉 Excited to announce: [Speaker Name]!

[Photo]

[Speaker] will present "[Session Title]" at #MountainCamp 2027

🎤 [One compelling fact or achievement]
💡 [What attendees will learn]

📅 March 2-4, 2027 | 🏔️ Davos

Register: [link]

#Drupal #OpenSource

Sponsor Thank You Template¶

🙏 A huge thank you to [Sponsor Name]!

[Logo/Brand Image]

[Sponsor] is a [tier] sponsor of #MountainCamp 2027

[Why they sponsor / What they do for the Drupal community]

Learn more: [link]

#MountainCampSponsors #Drupal

Countdown Template¶

⏰ [X] Days Until #MountainCamp 2027!

✨ [Exciting fact or feature]
🎤 [Number] incredible speakers
🏔️ 3 days in beautiful Davos
🎫 [Ticket status/CTA]

[Link]

#Drupal #OpenSource #Switzerland

Session Spotlight Template¶

📚 Session Spotlight: "[Session Title]"

Speaker: [Name], [Title] at [Company]

🔑 Key takeaways:
• [Point 1]
• [Point 2]  
• [Point 3]

📅 [Day/Time]
🎫 Register: [link]

#MountainCamp #Drupal

Crisis Communication & Moderation¶

Community Guidelines¶

• Be respectful and professional
• No spam, self-promotion without context
• Stay on-topic (Drupal, #MountainCamp, community)
• Give credit where due (retweets, shares)

Handling Negative Feedback¶

1. Respond promptly (within 4 hours)
2. Acknowledge the concern without being defensive
3. Move to DMs for detailed discussions
4. Follow up publicly once resolved
5. Learn and improve from feedback

Emergency Communication¶

• Have pre-approved messaging for common scenarios (weather, venue changes, cancellations)
• Single source of truth for crisis updates (website + social)
• Clear chain of command for approval

Budget Considerations¶

Organic Focus¶

• Primary strategy is organic content
• High-quality, consistent posting
• Community engagement and amplification

Paid Options (if budget allows)¶

• Sponsored posts for key announcements (speaker reveals, early bird deadline)
• LinkedIn ads targeting enterprise/decision-makers
• Twitter/X promoted tweets for CFP and registration deadlines
• Retargeting website visitors with registration reminders

Estimated Budget (Optional): - CHF 500-1000 for sponsored posts - CHF 300-500 for targeted LinkedIn campaigns - Total: CHF 800-1500 for paid social

Responsibilities & Workflow¶

Content Creation¶

• Lead: Marketing team / Social media coordinator
• Contributors: Speakers, sponsors, organizing committee
• Approval: Event director (for major announcements)

Posting & Scheduling¶

• Tools: Native scheduling (Twitter, LinkedIn), Buffer/Hootsuite (if budget allows)
• Review: All posts reviewed by at least one other person before publishing
• Backup: Multiple people with account access

Engagement & Monitoring¶

• Daily monitoring: Check mentions, comments, DMs
• Weekly review: Analytics, adjust strategy as needed
• Monthly report: Share progress with organizing committee

Success Stories & Best Practices¶

What Works Well¶

• Speaker spotlights with compelling photos and personal stories
• Behind-the-scenes content showing venue, preparation, team
• Community testimonials from past attendees
• Countdown posts creating urgency
• Live event coverage with real-time updates and photos

What to Avoid¶

• Over-promotion without value (every post is "register now!")
• Inconsistent posting schedule
• Ignoring comments and mentions
• Generic stock photos instead of authentic images
• Long text blocks without visual breaks
• Em dashes (use commas, colons, or semicolons instead)

Lessons from Past Years¶

• Start early (6+ months before event)
• Feature speakers prominently (people connect with people)
• Use video when possible (higher engagement)
• Engage with the community, don't just broadcast
• Quality over quantity (one great post > three mediocre ones)

Resources & Tools¶

Content Creation¶

• Canva: Graphics and social media templates
• Unsplash/Pexels: Free stock photos (supplement with real photos)
• Davos tourism board: Official Davos images
• Past event photos: Archive from previous Mountain Camps

Scheduling & Management¶

• Native tools: Twitter/LinkedIn scheduling
• Buffer/Hootsuite: Multi-platform scheduling (if budget allows)
• Google Sheets: Content calendar tracking

Analytics & Monitoring¶

• Twitter Analytics
• LinkedIn Page Analytics
• Instagram Insights
• Mastodon server analytics
• Google Analytics: Track social traffic to website

Accessibility Guidelines¶

Emojis¶

• Do not use emojis to replace words.
• Do not use emojis as the only way to express emotion; always pair them with words.
• Use only popular, widely recognized emojis that translate well across devices.
• Place emojis at the end of sentences only, never mid-sentence.
• Do not stack or repeat emojis next to each other.
• Use no more than 3 emojis per post.
• Avoid emojis that are not visible in both dark and light modes.
• Do not use emojis in profile names.
• Before publishing, read the post with each emoji replaced by its screen-reader description (e.g., "party popper" instead of 🎉) to confirm the message still makes sense.

Hashtags¶

• Capitalize each word in multiword hashtags so screen readers pronounce them correctly: #OpenSource not #opensource, #MountainCamp not #mountaincamp.

Images¶

• Add alt text to every image. Keep it concise, describe what the image conveys, and do not repeat information already in the post text.
• Do not start alt text with "image of" or "photo of" -- it is implied.
• If a video has no alt text option, add a description to the post caption instead.

Videos¶

• Include captions in SRT format (closed or open).
• Add audio descriptions for any visual content not covered by the narration or soundtrack.
• Include a photosensitivity warning before any video with strobe effects or flashing lights.

GIFs¶

• Avoid animated GIFs: they have no pause, stop, or hide controls and may include harmful flashing.
• If a GIF must be used, it must include those controls, comply with non-flashing standards, and have alt text. If the GIF contains text, verify its color contrast ratio before using.

Text formatting¶

• Avoid all caps: screen readers may interpret them as acronyms, and they are harder to read visually.
• Avoid decorative or creative fonts: they are not compatible with assistive technologies.
• Put @mentions at the end of posts so they do not disrupt the reading flow for screen readers.
• Use bullet points (the standard • character) to break up multi-item content such as what a guide covers or what a session includes. Keep list items short and parallel. Do not use emojis or decorative symbols as bullet markers.
• Posts that link to an article or guide should describe what readers will find there, not reproduce the actual information. Give attendees enough context to understand the value and click through.

Visual content¶

• Do not rely on color alone to convey meaning: colorblind users may miss it.
• Ensure text in graphics has a 4.5:1 color contrast ratio against its background.
• Avoid packing graphics with text; link to a page or post for full information instead.

Plain language¶

• Use active voice and short sentences. Spell out uncommon acronyms. Avoid jargon.

Special characters¶

• Avoid symbols outside the standard keyboard (such as §). Screen readers may mispronounce or skip them entirely.

Platform-Specific Best Practices¶

Twitter/X¶

• Character limit: Keep it concise (under 280 characters)
• Images: 1200x675px recommended
• Video: Short clips (15-30 seconds) perform well
• Threads: Use for longer stories or lists
• Engagement: Reply, quote tweet, engage in conversations
• Timing: Post during EU business hours for Swiss/EU audience

LinkedIn¶

• Professional tone: Focus on learning, networking, professional development
• Long-form: LinkedIn allows longer posts (1300 characters)
• Articles: Publish longer-form content
• Video: Professional speaker interviews, session previews
• Tagging: Tag speakers, sponsors, companies
• Timing: Tuesday-Thursday mornings are peak

Mastodon¶

• Privacy-first: Emphasize open source, community-driven nature
• Technical content: More developer-focused than Twitter
• Engagement: Higher quality, more thoughtful interactions
• Cross-posting: Don't just mirror Twitter; tailor content
• Instance: Consider Drupal-specific instance (drupal.community)

Instagram¶

• Visual-first: High-quality photos and videos
• Stories: Behind-the-scenes, real-time updates
• Reels: Short video content (15-60 seconds)
• Hashtags: Up to 30, but 5-10 relevant ones work best
• Captions: First 125 characters show in feed (make them count)
• Aesthetic: Consistent visual style and filters

Future Enhancements (Post-2027)¶

Potential Additions¶

• YouTube channel: Session recordings, speaker interviews
• TikTok: If audience warrants (younger developers)
• Discord/Slack community: Year-round engagement
• Newsletter integration: Sync social with email campaigns
• Podcast: Mountain Camp talks or interview series

Advanced Strategies¶

• Social listening: Monitor broader Drupal/CMS conversations
• Influencer partnerships: Co-branded content with Drupal leaders
• Community ambassador program: Empower attendees to share
• Interactive content: Polls, Q&As, live sessions
• AI tools: Content generation, optimization, analytics

Appendix: Key Dates & Deadlines¶

Social Media Campaign Milestones¶

Contact & Approval¶

For questions or to discuss this social media strategy:

• Primary Contact: [Marketing Lead Name]
• Approval Required: Major announcements, sponsored posts, crisis communication
• Content Review: [Process for reviewing posts before publishing]

Last updated: May 2, 2026
Next review: July 2026
Related docs: communication-strategy.md, roadmap.md, personas.md