Integrating Social Media with YourCommunications Strategy for SustainableAgricultureLiving Case Studies and Twitter Tips Beth Kanter, Visiting Scholar The David and Lucile Packard FoundationFlickr photo by pro soil West Coast Sustainable Agriculture Grantees Webinar April, 2012
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Integrating Social Media with YourCommunications Strategy for SustainableAgricultureTwo-Part WebinarLiving Case Studies and Twitter Tips Beth Kanter, Visiting Scholar The David and Lucile Packard FoundationFlickr photo by pro soil West Coast Sustainable Agriculture Grantees Webinar April, 2012
Presenters: Daniela Aceves, Roots of Change Daniela Aceves - Communications Manager Roots of Change (http://www.rootsofchange.org) Daniela has been engaged in various projects to create social and environmental change. Prior to joining ROC, she was the marketing coordinator at the Community Agroecology Network (CAN) where she managed marketing and outreach efforts to promote fairly traded coffee, food security in coffee- dependent communities, and sustainable farming practices. She graduated from UC Santa Cruz in 2008 with a combined major in Global Economics and Latin American & Latino Studies. She is passionate about furthering food policy in California, and is working towards building awareness through innovative networking techniques and communications strategies.
Presenters: Hanah Welch, grist.org Hanna Welch, Social Media Producer Grist (http://www.grist.org) Hanna grew up smack-dab in the center of Seattle and was lucky enough to spend her formative years stomping around the city while also spending summers at her family’s cabin on a small island in the San Juans. To date, she still thinks it’s the most beautiful place in the world. Like any respectable daughter of hippie parents, Hanna learned how to use native plants to dye wool for weaving and dreamed of being a naturalist. Instead she ran away to study law in Washington, D.C., and eventually followed her bleeding heart to New Orleans to help create an interactive science workshop for low- income kids. Unable to stay away from her hometown, she moved back to the Emerald City and dabbled in corporate life, then found her rightful place in the land of nonprofits. Lured by Grist’s mission to green the world one pun at a time, she now does her best to help it keep on growing.
Who is on the Call?http://twitchimp.com/user/kanter/ag-grantees/
Who is on the Call? Most frequently tweet words Your hashtags
Quick PollTypes of programsStaff PositionWhat platforms?How much time?
AgendaIntroductionCase Study #1: Roots of ChangeCase Study #2: grist.orgFollow Up Session: April 26th from 12-1 PM PSTTwitter Tips and Coaching
Who We AreRoots of Change brings a diverserange of Californians to the table tobuild a common interest in food andfarming so that every aspect of ourfood – from the time it’s grown tothe time it’s eaten – can be healthy,safe, profitable, affordable and fair.
Communications Editing OnlineFundraising Social Media PR/Media Content Relations Creation * Image by Ruth Malan
How We Value Social MediaLow Investment Tool – Easily Accessible – Quick to Update Facebook: - Build our base of supporters - Raise awareness - Align constituents to support the movement Twitter: - Continue to build a base of supporters - Two-way information sharing tool - Timely actions
• Specific Our Strategy• Measureable• Attainable Policy Impact• Relevant Get people to take• Timely Highlight the action stories of people/programs creating a difference Share educational articles
Case Study #1 Food Movement Rising Challenge: Today, more than ever a growing network of citizens, businesses and organizations are rethinking and challenging every aspect of our food – from the time it’s grown to the time it’s eaten. Solution: Create a short 3 minute video using photos and narration to convey our message and motivate people to join and take action. CreateEstablish Plan to ContentCampaign Measure Strategy
Create Custom Landing PageRoots of Change Website Insert Visible Sharing Buttons Subscribe button Simple Way to Get Involved:Clear & Simple Ask:
Building MomentumEstablished Partnerships:ROC reached out to several allies to help spread the word. Provided boiler plate language for Facebook and Twitter
Facebook Examples: Twitter Examples#1 @NRDC Interested in healthy, #sustainable food and #farms? Watch this new video from @Rootsofchange:#2 http://bit.ly/lhya5F #FoodMvmt @Michael Pollan Check out this compelling video on the food movement, rising, from Roots of Change in California. http://p2.to/1cIp #3 @SlowFoodUSA Food Movement Rising: Lets work together to build a movement! Video from @RootsofChange
OutcomesFood Movement Rising was a success thanks to the Resultsuse of a video campaign, solid partnerships and Total Views 6,830strategically embedding social media to promote oureffort. Org Partnership 20 sFeatured Partners in Video Email Sign 559 Up
What We LearnedTakeaways:• Partnerships are an easy way to reach a larger audience• Align messaging and cross promote on all channels (i.e Email, Facebook, Twitter)• Very important to thank and recognize the people/groups supporting cause• Social media is a great tool to generate excitement
What We Learned Challenges: • Set a timeline and stick to it • Launching this campaign in July was challenging because we realized a lot of people were on vacation • Engaged a lot of partners but didn’t focus enough time on recruiting people to help spread the word (brand ambassador)
Case Study #2Join the "Your Meal Matters" Twitter chatparty on March 27 at 9:30am PST/12:30pmEST.Roots of Change (@RootsofChange) willbe partnering with organizations across theglobe including Greennovate(@Greennovate), GoodGuide(@GoodGuide) , Eating Well(@EatingWell) and Practically Green(@PracticallyGrn) to share ideas abouthow each of us can make an impact. Wewill spend an hour discussing everythingfrom what to do with your leftovers to howto navigate the grocery store.Just follow the hashtag#YourMealMatters to join in!
Measuring Our Impact Regardless of the size of the campaign it’s always important to measure your effectiveness. There are a variety of FREE tools that can help in measuring growth, success, and reach. Results: • 757 tweets generating • 3.8 million impression • Reached an audience of 345k followersExample:Our True Reachon Klout
Final Thoughts How We Value Social Media• Social media is a great way to generatebuzz about your organization• Don’t be afraid to fail and use new tools• Social media is constantly evolving soalways test and retest your strategy
what we’ve learned don’t be afraid to experiment.
the new rules for nonprofits• be authentic• believe in the tools• be willing to experiment• be attentive … to the conversation and its results
What’s Your Intent?How Does It Support Your Communications Strategy?• Keep current supporters • Recruit volunteers engaged • Coordinate meetings with• Inspire conversation to officials and policy leaders support communications goal • Identify Influencers like journalists using Twitter and• Create buzz around an encourage them to use you offline event before, during, as a source and after • Identify and build• Get new ideas and feedback relationships with allies & on programs and services supporters• Program support to clients • Sharing key points about• Drive traffic to web site or your issue blog (Google)
What To Tweet: How Will It Support Integrated Content Strategy?http://bit.ly/edit-cal-template
Twitter Best Practices and Practicing – Look & Feel A Complete Profile Is Important
Brand Twitter Profile: Does It Match Your Brand?
Twitter Best Practices and Practicing – Look & Feelhttp://bit.ly/twitter-template
What To TweetWhat To Tweet• Tweet relevant valuable information (not your organization’s content)• Link to editorial calendar• Use #hashtags• Reply instead of post• Share Photos• Say something provocative or funny• Ask questions
What to Tweet: Avoid RutsLink Content To Editorial Calendar
How to Write Great TweetsOmit Needless WordsDescribe, Simplify, AvoidOne thought per Tweet
Engagement Techniques• Converse with influencers that care• Honestly follow interesting people• Tweet relevant valuable non org centric information• Network weave – introduce people• Be helpful• Say thanks• Give shout outs• Hashtags conversations and chats
Avoid Built In Retweet ButtonEasier to use if you’re using a client like Hootsuite, BufferApp, or Others
Build Your Following: Use ListsUsing lists helps you stay organized as you keep an eye on variousgroups of people or organizations.
Find Interesting People To Follow: Leverage Other People’s Lists
How To Be Efficient: Selective AutomationBuffer:· Create account: Nonprofits canuse free option that allows 10tweets a day or paid options thatallow more posting if the NGO canafford that· Link buffer to your Nonprofittwitter account· Define settings and yourNonprofit posting schedule