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  • Photo credit: http://www.flickr.com/photos/pro-soil/4807769472/sizes/l/in/photostream/Granteeshttp://www.packard.org/what-we-fund/conservation-and-science/agriculture/
  • Every few minutes as we get started, tech support reminder, type into the chat, roll call
  • http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
  • Photo credit: http://www.flickr.com/photos/pro-soil/4807769472/sizes/l/in/photostream/Granteeshttp://www.packard.org/what-we-fund/conservation-and-science/agriculture/
  • http://twitchimp.com/user/kanter/ag-grantees/
  • http://twitchimp.com/user/kanter/ag-grantees/
  • http://twitchimp.com/user/kanter/ag-grantees/
  • This is our agenda – we’ll pause along the way for questions.
  • Image: http://www.boston.com/ae/specials/culturedesk/Free-Tweeting-Twitter-Bird-Icon.gif
  • CA non-profit working to establish a sustainable food system in CA by 2030 through policy and advocacy work.
  • As a small nonprofit we play many different roles As communications manager my role is to ensure our communications are aligned with our mission and valuesSocial Media comprises approximately 15% of my time; Social media plays an important role in our overall communications efforts to build our base of supporters, and align our supports with our campaign strategies to ensure a sustainable food system
  • ROC recognized early on that we are living in a hyper connected world and social networks are quickly growing Social Media helps us reach a broad audience of followers interested in food and farming. Social media is a tool, don’t use it if it doesn’t serve your purpose
  • Our ladder of engagement is based on GRIST’s model– 1ST we start by educating – then we show how change is possible – then we inspire people with calls to action – then we follow up with updating on the impactROC is a strong believer and user of Beth Kanter’s/ Spitefire’s strategy of using SMART Goals. SMART Goals have always been a part of our larger communications strategies but now we’ve learned that we should be adapting these goals for social media as well
  • Campaign: A sustainable food system is feasible and capable of feeding our growing population without harming the env.
  • Custom Landing page – Created a video to engage ppl on some of the current challenges and solutions that exist w/in our food mvmt -> Goal was to reach a new audience and increase the number of people subscribed via email, Facebook and twitterPost updates that are current; materials relevant to workCross promote on all channels
  • ROC carefully coordinated content: Webpage (Campaign) -> Facebook/Twitter -> Newsletter/email Reached out to past partners to see if they would help promote of campaignIn return those partners that signed on were acknowledged as partners in our video
  • We were extremely pleased and excited to see how quickly and willing partners were willing to spread the word
  • Build the momentum through word of mouth – no ads – reached over 6500 views Saw dramatic increase of web traffic to our site – up 250% (nearly 10,000 views for the month)Increased Facebook fan base, reached a new audience
  • Recognize ( i.e shout out or tag)… Twitter is about building relationships (retweeting, replying and direct conversations)
  • Video Production too a little longer than expected due to staff changes, and most of all clearing photo rights for the videoWe should have created a list of influencers within the network that could help share the video
  • -ROC teamed up with 4 partner orgs to host a Twitter party on how our daily meal choices affect not only our bodies, but also the environment.-Afterwards we followed up with a blog to wrap up the conversation and share resources with links-Our goal was to increase our followers by reaching our partners base – educate the public on how what we eat impacts our env – share best practices tools/resources
  • ROC’s twitter chat was easy to organize, only took 1 hour, and helped us create buzz and gain new followers. Examples of helpful measuring tools are Klout, Rowfeeder, Google analytics or The Archivist
  • Roots of Change has learned a lot about how to use social media and help achieve our goals but social media is constantly evolving and we are learning every step of the way. For right now ROC finds a lot of value in social media Test and retest
  • NOTE TO ROC: if you want to go with this photo we will fix lines in woodThis slide serves as the backdrop for questions and discussion.
  • Glib lessons, as promised!
  • NOTE TO ROC: if you want to go with this photo we will fix lines in woodThis slide serves as the backdrop for questions and discussion.
  • http://www.smashingmagazine.com/2011/12/22/freebie-new-twitter-profile-page-gui-psd/
  • Clearly identified with organizationUses it to share professional learning about the field – live tweets from conferences and events
  • Clearly identified with organizationUses it to share professional learning about the field – live tweets from conferences and events
  • What to Tweet:Here's a basic list of what to Tweet and some tips on getting your tweets retweeted and more on the Art of Retweet. Need more Twitter conversation starters? Here they are.
  • To encourage retweets, to make your tweets shorter than 140 characters ..
  •  The traditional, user-created retweet is sometimes also called “retweet with comment” or “classic retweet.”But even if you don’t add a comment to a retweet, there can be benefits to avoiding just clicking the retweet button on Twitter.com (or setting your app to work that way). Here’s a comparison infographic between the two kinds:Here's how to do a traditional retweet if you're accessing Twitter at twitter.com:1. Copy and paste the message and name of person sending it to you.2. Precede it by "RT @" [type "RT", then a space, then a @. It's important that the @ and the name NOT have a space between them].
  • Bruce Lesley 
  • Bruce Lesley 

Transcript

  • 1. 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
  • 2. Welcome!If you experience any technical difficultieslogging into the system, please contactReady/Talk Customer support:800.843.9166Please use *6 to Mute your conferenceline (*7 UnMute)While we wait to get started, type yourburning question about integrated socialmedia strategy into the chat!
  • 3. This call is beingrecorded *2 Flickr Photo by Malinki
  • 4. 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
  • 5. Beth Kanter, Visiting Scholar
  • 6. 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.
  • 7. 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.
  • 8. Who is on the Call?http://twitchimp.com/user/kanter/ag-grantees/
  • 9. Who is on the Call? Most frequently tweet words Your hashtags
  • 10. Quick PollTypes of programsStaff PositionWhat platforms?How much time?
  • 11. AgendaIntroductionCase Study #1: Roots of ChangeCase Study #2: grist.orgFollow Up Session: April 26th from 12-1 PM PSTTwitter Tips and Coaching
  • 12. Twitter Best Practices and Tips#agpack
  • 13. Integrating Social MediaDaniela Aceves
  • 14. 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.
  • 15. Communications Editing OnlineFundraising Social Media PR/Media Content Relations Creation * Image by Ruth Malan
  • 16. 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
  • 17. • 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
  • 18. 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
  • 19. Create Custom Landing PageRoots of Change Website Insert Visible Sharing Buttons Subscribe button Simple Way to Get Involved:Clear & Simple Ask:
  • 20. Building MomentumEstablished Partnerships:ROC reached out to several allies to help spread the word. Provided boiler plate language for Facebook and Twitter
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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)
  • 25. 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!
  • 26. 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
  • 27. 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
  • 28. grist on the social web recent experiments
  • 29. grist missiongrist sets the agenda by showing how green is reshaping our world. we cut through the noise and empower a new generation to make change.
  • 30. RESPONSIBILITIES:Org-wide strategic social plan creation:•Research/experimentation•Implementation•MeasurementDay-to day execution of that effort:•Promotion•Engagement
  • 31. gristastic ladder ‘o engagement policy level discussions/calls personal calls to to action action stories of people making change fun on-ramps
  • 32. grist on the social web
  • 33. twitter chat: #sodawars quick and effective way to give content more legs
  • 34. “super” twitter chat: #bikenomics 840 tweets reached close to 250,000 peoplecreated an entirely new avenue for the topic
  • 35. what we’ve learned be nimble.
  • 36. twitsourcing #hipsterfarmerbands over 815 tweets in two days reach of over 290,000 people being quick and opportunistic reaches outside new audience
  • 37. Pinning is the new winning
  • 38. what we’ve learned don’t be afraid to experiment.
  • 39. the new rules for nonprofits• be authentic• believe in the tools• be willing to experiment• be attentive … to the conversation and its results
  • 40. 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)
  • 41. What To Tweet: How Will It Support Integrated Content Strategy?http://bit.ly/edit-cal-template
  • 42. Twitter Best Practices and Practicing – Look & Feel A Complete Profile Is Important
  • 43. Brand Twitter Profile: Does It Match Your Brand?
  • 44. Twitter Best Practices and Practicing – Look & Feelhttp://bit.ly/twitter-template
  • 45. Who Will Tweet?Brand and Departments
  • 46. Who Will Tweet? Staff person
  • 47. A Combination
  • 48. 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
  • 49. What to Tweet: Avoid RutsLink Content To Editorial Calendar
  • 50. How to Write Great TweetsOmit Needless WordsDescribe, Simplify, AvoidOne thought per Tweet
  • 51. Leave Room for Re-tweets: 120 Characters
  • 52. Increase Your Twitter Followers: Engagement Search Thank Scan Twitter Office Minutes Re-tweet Reply
  • 53. 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
  • 54. Avoid Built In Retweet ButtonEasier to use if you’re using a client like Hootsuite, BufferApp, or Others
  • 55. Build Your Following: Use ListsUsing lists helps you stay organized as you keep an eye on variousgroups of people or organizations.
  • 56. Find Interesting People To Follow: Leverage Other People’s Lists
  • 57. 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
  • 58. How To Be Efficient: Selective Automation
  • 59. Measure, Tweak, Measure