Navigating New Media


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Social media strategy and tools from a food advocacy perspective

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Navigating New Media

  1. 1. Navigating New Media Debra Eschmeyer Kellogg Food & Society Policy Fellow National Farm to School Network Center for Food & Justice, Urban & Environmental Policy Institute, Occidental College
  2. 3. Social Media <ul><li>What is social media? </li></ul><ul><li>How to use it </li></ul><ul><li>Tools </li></ul><ul><li>Questions </li></ul>
  3. 5. Interesting Facts <ul><li>1 in 4 online Americans read blogs </li></ul><ul><li>Wikipedia is the 8 th most popular site on the web and the masses determine what is on it! </li></ul><ul><li>25% of Americans visit a social networking site daily </li></ul>
  4. 6. Obama Campaign <ul><li>In Numbers </li></ul><ul><ul><li>13 million plus e-mail list </li></ul></ul><ul><ul><li>5 million supporters on social networking sites </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>2 million profiles </li></ul></ul></ul><ul><ul><ul><li>400,000 blog posts </li></ul></ul></ul><ul><ul><ul><li>35,000 volunteer groups </li></ul></ul></ul><ul><ul><ul><li>70,000 people raised $30 million </li></ul></ul></ul>
  5. 7. Time Spent Surfing the Internet
  6. 8. Purpose of Social Media <ul><li>To create community and conversation </li></ul><ul><li>Save money! Get info out without print expense </li></ul><ul><li>NOT a replacement of traditional relationships or organizing; a reinforcement </li></ul>
  7. 9. Strategy Before Tools <ul><li>REMINDER: Relationships make a community </li></ul><ul><li>50% of social media efforts fail because they don’t have a strategy </li></ul>
  8. 10. 4 Steps to Successful Social Media <ul><li>1. Community Needs </li></ul><ul><ul><li>What is in it for them? </li></ul></ul><ul><ul><li>Listen and react to members </li></ul></ul><ul><li>2. Objectives </li></ul><ul><ul><li>How do you measure success? Goals? </li></ul></ul><ul><li>3. Ongoing Community Management </li></ul><ul><ul><li>Fresh, relevant, vibrant information </li></ul></ul><ul><ul><li>Schedule of content updates </li></ul></ul><ul><ul><li>Sources of information </li></ul></ul><ul><ul><li>Who’s responsible? </li></ul></ul>
  9. 11. 4 Steps to Successful Social Media <ul><li>4. Tools and Rollout </li></ul><ul><ul><li>Select the technology and infrastructure </li></ul></ul><ul><ul><li>Which social applications are the best suited to support your community goals? </li></ul></ul><ul><li>Strategy first, then social application! </li></ul>
  10. 12. <ul><li>Publication tools with blogs ( Typepad , Blogger …), wikis ( Wikipedia , Wikia , Wetpaint …) and citizen journalism portals ( Digg , Newsvine …) </li></ul><ul><li>Sharing tools for videos ( YouTube …), pictures ( FlickR …), links ( , Ma.gnolia …), music ( , iLike …), slideshows ( Slideshare ), products reviews ( Crowdstorm , Stylehive …) or products feedbacks ( Feedback 2.0 , GetSatisfaction …) </li></ul><ul><li>Discussions tools like forums ( PHPbb , vBulletin , Phorum …), video forums ( Seesmic ), instant messaging ( Yahoo! Messenger , Windows Live Messenger , Meebo …) and VoIP ( Skype , Google Talk …) </li></ul><ul><li>Social networks ( Facebook , MySpace , Bebo , Hi5 , Orkut …), niche social networks ( LinkedIn , Boompa …) and tools for creating social networks ( Ning ) </li></ul><ul><li>Micropublication tools ( Twitter , Pownce , Jaiku , Plurk , Adocu …) and alike ( twitxr , tweetpeek ) </li></ul><ul><li>Social aggregation tools like lifestream ( FriendFeed , Socializr , Socialthing ! , , Profilactic …) </li></ul>Tools
  11. 13. Publication Tools <ul><ul><li>Blogger : and tools like it are like personalized printing presses and anyone can read what you produce </li></ul></ul><ul><ul><li>Pbwiki : and other collaboration tools are like working at your kitchen table with colleagues anywhere in the world </li></ul></ul><ul><ul><li>Twitter : is like a megaphone to people who choose to hear you </li></ul></ul>
  12. 14. Twitter
  13. 16. Sharing Tools <ul><ul><li>YouTube : is like watching TV on demand on your computer or phone…broadcast yourself! </li></ul></ul><ul><ul><li>Flickr : is like a view finder of everyone’s pictures </li></ul></ul><ul><ul><li>Meetup :is an announcement board in a virtual town square </li></ul></ul><ul><ul><li>Slideshare : is an online PowerPoint party </li></ul></ul><ul><ul><li>Basecamp : is project management software </li></ul></ul>
  14. 17. YouTube Contest
  15. 18. YouTube Group
  16. 19. Basecamp <ul><ul><li> </li></ul></ul>
  17. 20. Social Networks <ul><ul><li>Facebook : an online social networking website that connects its members through networks </li></ul></ul><ul><ul><li>Myspace : is like your friend who always has new music on her iTunes (is like Facebook without restraint) </li></ul></ul><ul><ul><li>Ning : is an online service to create, customize, and share a social network. </li></ul></ul>
  18. 21. Facebook <ul><li>200 million users </li></ul><ul><li>Popularity growing most quickly among women older than 55, according to a site called Inside Facebook </li></ul><ul><li>1.5 million female users older than 55 on the site,-- roughly a 550% increase over six months ago. By comparison, membership among people younger than 25 grew by less than 20% over the same period </li></ul>
  19. 22. Facebook campaigns <ul><li>Eat the View Case Study </li></ul>
  20. 24. Ning
  21. 26. My Favorites that SAVE time! <ul><ul><li>Google Alerts : email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic </li></ul></ul><ul><ul><li>Google Docs : free web-based word processor, spreadsheet and presentation tools that allow for multiple users to create, share and jointly edit documents online with other Gmail users. </li></ul></ul><ul><ul><li>RSS : is like using the other 90% of your brain to keep track of news/info and putting these things in an ‘on demand’ format; Netflix v. Blockbuster (news comes to you) </li></ul></ul>
  22. 27. Reminders: <ul><li>Don’t use tools for the sake of the technology, use them for your community. </li></ul><ul><li>Realistically estimate your resources: staff time </li></ul><ul><li>Bells & whistles are cool, but expertise will make you and your community successful </li></ul><ul><li>Community management and execution of strategy makes a social application successful </li></ul>
  23. 28. Useful Online Resources: <ul><li>Video explanations of technology in plain English: </li></ul><ul><li>Helpful explanation of social media: </li></ul><ul><li>Beth's Blog: How Nonprofits Can Use Social Media : A place to capture and share ideas, experiment with and exchange links and resources about the adoption challenges, strategy, and ROI of nonprofits and social media. http:// / </li></ul>
  24. 29. Useful Books: <ul><li>Cultivating the Web: High Tech Tools for the Sustainable Food Movement </li></ul><ul><li>Groundswell: winning in a world transformed by social technologies by Charlene Li </li></ul><ul><li>Bit Literacy: productivity in the age of information and e-mail overload by Mark Hurst </li></ul><ul><li>Here Comes Everybody: the power of organizing without organizations by Clay Shirky </li></ul><ul><li>Greater Good: how good marketing makes for better democracy by John Quelch and Katherine Jocz </li></ul>
  25. 30. Questions? <ul><li>Contact me via: </li></ul><ul><li>Daily updated website: </li></ul><ul><li>Twitter for farm to school: http:// and One Tray: ; personal: </li></ul><ul><li>Tumblr: manage list of blog hits: </li></ul><ul><li>Listserv: http:// </li></ul><ul><li>Facebook Group: = sb#/group.php?gid =35582164973 </li></ul><ul><li>Flickr Photo Group: </li></ul><ul><li> </li></ul><ul><li>YouTube Group: </li></ul><ul><li>Ning social networking site (for Network): http:// / </li></ul>