Melbourne social media forum - Green Renters


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Presentation at the Melbourne social media forum by Cate Lawrence from Green Renters, titled 'Using social media to cultivate a niche audience'

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  • Spend less than ten minutes on these slides…
  • Talk about our workshops and why we do these kind of workshops
  • Firstly…A phrase coined by one of our co founders… He wanted a plug, but it’s also a good yard stick for social media generally
  • I guess we’re looking at somewhere between point 2 and 3, or we’ve all been using an incorrect assumption of what niche really means…We’re talking here…
  • Basically, it’s us, with no money and 1001 other things to do, you don’t need a lot really.
  • Again, lowish numbers but really good quality.
  • A lot of the following numbers refer to statistics per email subscribers, so here’s the yardstick
  • Relevance… Apparently meant to appeal to renters!
  • If you have more than one person on a social media profile and you have slightly differing opinions, sign messages so people know, then you can be the organisation and yourselves. You may all have a different interest or issue you like to talk about
  • IRCYahoo groupsLive journalFacebookTwitterPinterestCommunity newspapers
  • This is otentially contentious…For us, there’s not much bad that can happen if we mention something inappropriate, but with many orgs there may be more serious repurcussions. So ascertain what’s the worst that could appen to your org, what shouldn’t be said and hve that as a boundary.Would you feel comfortable saying it to your mum or in a senior staff meeting? Too much policy an boundaries can stop people being themselves, they wont bother, trust staff to not do anything stupid, if they do, don’t trust them again.
  • Examples of when it goes wrong
  • Empower others to do the work for you… Encourage others to tweet, repin, like etc… Even give everyone login, again, do you trust your staff?
  • Get people to help you…. Online example of showing your stuff
  • Don’t post just because you feel you should, but at the same time, unless it’s a large announcement, social media can be very transient anyway and maybe a few quick posts are the right thing people want to see. Sometimes the well planned posts get ignored and the flippant ones really hit home.
  • Our most popular image ever…. What does it have to do with renting? A lot about lifestyle
  • People like a laugh
  • Using humour to remind people about our event don’t forget people love cats
  • Better than just asking people to take 4 minute showers, humour carrot instead of stick
  • Make it about things that people CAN do. Stories, hope, practical….inspire people to act by example….
  • Photos of members homes, hard waste finds, garden successes and failures, recipes People WANT to be heard and to share with you and your followers
  • If people are feeling underrepresented show everyone what they can do, apologse for blurry pics from FB readers
  • If people are feeling underrepresented show everyone what they can do, apologse for blurry pics from FB readers
  • Our most seen post ever and the issues….gets people talking…people still link to it in other forums
  • Great example of DIY, people love images
  • What have people grown in their rental property. People LOVE talk about food. People LOVE sharing pics of their garden and produce
  • You have to interact with other people, pages, tweeters etc, not just we’re doing this, we’re doing that etc… Talk on other relevant pages, respond to questions, thank people etc
  • Melbourne social media forum - Green Renters

    1. 1.
    2. 2. Who are weGreen Renters is a not forprofit organisationproviding sustainabilityeducation, advocacy,information and resourcesfor people living in rentalaccommodation.
    3. 3. Why renters?• Currently national average of 30%• Inner city can be 70% or more and likely to rise• Up until recently generally overlooked
    4. 4. Challenges for renters• Short term leases• No minimum standards• Share housing• Low income• Small space• May not have a garden• Body corporates• Lack of collective power
    5. 5. Challenges for us• Competing for $$ and hearts• Local vs global• Lack of glamour• Green Fatigue
    6. 6. What we do• Workshops• Participation in community forums and events• Resource archive• Tutorials• Project work• Media coverage
    7. 7. “If you walked into a bar, stood on the counterand shouted about yourself all night, would youexpect anyone to want to engage with you?”“The same goes for social media.”
    8. 8. “Cultivating Social Media in specific sub-setof the population, cultural group or specialinterest group”…But that’s not a very catchy title!
    9. 9. How we compareEnvironment sectortraditionally has some of theworst numbersSourcewww.e-benchmarksstudy.comM&R and NTEN
    10. 10. Our resources…
    11. 11. Website3,000 visits/month4 page views/visitBounce rate 0.37%Visit Duration 3mins
    12. 12. EmailAround 4,000Open rate – 20% (14%)Click through – 14% (2%)Fairly up & down with mailing list churn
    13. 13. FacebookNonprofits had 103Facebook fan page users forevery 1,000 emailsubscribers.We have roughly 400
    14. 14. FacebookThe median growth rate fornonprofit fan pages was anastounding 70%.We have roughly 80%
    15. 15. FacebookNon-profits averaged 2.5actions per 1,000 Facebookusers.We have roughly 35
    16. 16. TwitterOn average, a nonprofit has29 Twitter followers forevery 1,000 emailsubscribers.We have roughly 300Roughly half tweetsretweeted.
    17. 17. Be „genuine‟Know your audience(easier in a niche)
    18. 18. In teams, be yourself{cate}
    19. 19. Go where the people areThey may not be where you think
    20. 20. Policies can be restrictingWhat’s the worst that can happen…
    21. 21. Make others your championsThey can do the work for you
    22. 22. Quality not QuantityIt’s OK to go off topic…
    23. 23. Humour appeals…
    24. 24. Relevance appeals
    25. 25. Happy/hope appeals
    26. 26. Give people a chance to shareTheir stories… Not yours!
    27. 27. Be social!Remember the quote?
    28. 28. Thank 8300 0233