Using Social Media to Motivate Change


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Presented at the OEC's Legislative Summit 2012. by Jennifer Doron.

By now we are all familiar with social media. The names at least: Facebook, Twitter, Foursquare, LinkedIn, and hundreds more.

But how do we harness the numbers of people engaged online - and their incredible power - to produce positive, lasting change for the environment?

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Using Social Media to Motivate Change

  1. 1. Using Social Mediato Motivate Change Legislative Summit 2012Jennifer DoronDirector of Marketing& Communications
  2. 2. It’s All About StrategyWhat will and won’t be coveredStart with the desired result(goals)One of many methods ofcommunicatingSample of plansQ&A
  3. 3. One of ManyPrint Email-based Web-based MobileNewsletters E-mail Website Mobile websiteFlyers E-newsletters Blog Text messagingEvent Invitations Action alerts Social media More..Brochures Evites RSS or other feedsAnnual Reports E-appeals Bookmarking sitesLetters/Appeals More… More…More…
  4. 4. What is your goal(s)?Quality / quantityEngagement is not a goalAction is a goalMoving the needle
  5. 5. You Can’t Do it AllPrioritize according to goalsAssess resourcesTrial & errorNo one’s an expert
  6. 6. OEC Social Media Tacticwithin overall mar/comm planTactic 5: Continue Social Media ToolsContinue to build social media network to engage “fans” and “followers” in ourwork. Emphasis this year will be to turn fans/followers into members by eitheronline donations or attending an event. Social media tools will includeFacebook, Twitter, Slideshare, YouTube, Issuu, and Flickr.Goal15% increase of all 2010 measurables – including interactions, photo views andunique page views; conversion of 15% fans/followers to donors/members.ResultsFacebook, 1,461 fans, 62% increase over 2010. Avg.129 interactions a month in2011; in 2010 we had 30 interactions a month.Twitter, 3,524 followers, 19% increase over 2010.New Measureable57 people on Facebook signed up for e-newsletter/action alerts in last half of2011. Still need to cross-check with new member list.
  7. 7. Big Give Strategy• Use our $25 credit for add on Facebook (start on Tuesday, run until $25 credit hit or end of Big Give, whichever comes first)• 4 emails through Convio• Facebook – posts at different days/times with contest photos; also, non fan welcome page changed to Big Give; send ‘update’ message to fans• Twitter - posts at different days/times ; have staff retweet (I will remind staff each time I tweet) -• Home page banner – starting Friday (like the Pepsi Refresh one)• Personal calls and emails to those who have pledged but not given yet, explaining that if they donate on the Big Give, it will be doubled• Staff post to their facebook – one time a year asking for a donation for OEC and for a good reason – double it with NO effort• (If Appropriate) Email to Board explaining the Big Give, request that if anyone they know might be interested in donating, please• Email to all staff to change email signature to include Big GiveResults with than 1 week to prepare and NO print: $50,000(including match by Columbus Foundation)
  8. 8. Final Thoughts1) Its all about engagement2) Tell stories. Facts are good but emotion drives action.3) Repurpose content across media but not automatically4) Acknowledge and credit others. (be generous)Resources and
  9. 9. Find the OEC @StatehouseJack – Jack Shaner, Senior Director of Legislative & Public Affairs @OHEnvLawCenter – OEC Environmental Law Center @OECAgWater – OEC’s team working on agriculture and clean water issues @BrianKaiser – Director of Green Jobs & Innovation ***
  10. 10. How You Can Get InvolvedBecome a Member Join a network of more than 3,000 individuals & 100 groups around the stateTake Action Sign up for OEC’s action alerts, call & write your lawmakers, get involved in community issuesGet Social Find us on Facebook, Twitter and other online communitiesDonate Help secure healthy air, land, and water for all Ohioans Ohio Environmental Council 1207 Grandview Avenue, Suite 201 Columbus, OH 43212 (614) 487-7506