Promoting veganism online workshop at Vegan Summer Fest Brighton

1. Leigh-Chantelle Viva la Vegan!Promoting Veganism Online Vegan Summer Fest Brighton, UK Sunday 4 June, 2017 dingo.care2.com

2. What’s To Come Best & Most Popular Channels to Use Social Media Channel Audit Moving Forward with a Plan Why Visuals are Important & How to Create Your Own Branded Content Ideas for Shareable Content Setting Goals & Committing to Them Online Etiquette Top Tips For Taking Time Out

3. My Background Involved in marketing and promotion for years Music promotion since 2001 Events & Festivals since 2009

4. My Background Content Creation & Social Media since 2009 NOW Appraisals, Consulting & Training for Events, Businesses & Corporate Give lectures, workshops, coaching on: • Online Marketing & Social Media • Online Etiquette & Effective Communication • Tech Tips & Online Security • Writing and Releasing your own Book or eBook • Vegan Health & Lifestyle • Staging Effective Events & Engaging Volunteers

5. VivalaVegan.net since 2005 Started in 2005 10 years of Blogs, Articles, Podcasts, Videos, Interviews, Recipes, How-to Videos, FAQs, Talks etc Giving Vegan Lifestyle talks for over 10 years

6. Books & eBooks NEW Vegan Athletes Book Many other print books & eBooks VeganAthletesBook.com

7. smartinsights.com

8. So Many Tools Many tools to give a voice to help you achieve your goals Activism, Marketing & Promotion has never been more prevalent and easier Effective activism skills and tools ofﬂine One of the best ways to get your message out is online - Especially on Social Media Utilising our skills, interests, passions, qualiﬁcations and expertise to promote veganism as best we can Don’t underestimate your ability to encourage others to be involved with creating the change we are all aiming for

9. Social Media Sites Source: toptensocialmedia.com

10. Then & Now BEFORE NOW Press release Targeted to the media Write article Read by consumers Social Media Links individuals Select what they want Who they trust Before they read Source: Conductor Slideshare, Phil Fernandez CEO of Marketo

11. What’s So Great? Social media focuses more on the process and not just the outcome. Social media recognises the power of a creative network and not a strict hierarchy Less formal and more engaging Mostly cost-saving Promote your idea and your passions Build an online community of followers Video cameras, editing software, microphones, computers and laptops are now affordable Gives many more people the opportunity to create, edit and spread information more easily and cheaply

12. Influence Social media controls the inﬂuence of public opinion No longer do people look only to the government, teachers, parents, church and the mainstream media for advice Turn to advice from their peers, celebrities, and the most vocal people online Source: ﬁfthring.com

13. What Channel Should I Use? Facebook: 1.71 billion users Flickr: 112 million users Google+: 300 million users Instagram: 400 million users LinkedIn: 300 million users Periscope: 10 million users Pinterest: 100 million users Reddit: 36 million accounts Snapchat: 100 million users Twitter: 320 million users WhatsApp: 900 million users Youtube: 1 billion+ users Stats: brandwatch.com March 2016

14. How? Commit to: Create - Schedule - Post & Interact Create and share high-quality, relevant, and shareable content Share online content that matters to you and to others in your arena Provide value to your readers Focus on relevant and up to date information Share on a regular basis Have something meaningful to say - know your topic & audience well Think outside the square - have a unique focus or approach

15. Best Times to Post on FaceBook

16. Best Times to Post on Twitter

17. WHERE ARE YOU AT?

18. Let’s Audit Your Channels Where are your Social Media channels? List them eg FaceBook, Instagram, Twitter Check your branding on EVERY channel - is it the same? Are you using the same logo? Are your URLs/Links correct? Do they have your name in them? Is it the same? Is your About/Bio/Description etc up to date? Do all links work? What content are you sharing? Is it your own, branded content? Are you getting interaction and engagement? What types eg likes, comments, shares Are you responding to messages, questions, and comments? How do you know if what you’re doing is working? How much negative feedback are you receiving? How are you dealing with it?

19. Some Things to Focus on Do you still want to run Manage your Social Media accounts? Do you want to Grow your Social Media accounts? Draw up a list of the content you already have and the content you need to create Work out a Schedule for yourself and other team members to run e.g. Renata: FaceBook and sharing local events, Andrew: Twitter and sharing vegan-related info, LC to schedule group-related events, information, links to membership and shop etc (Mon, Wed, Fri) Scheduling Posts e.g. HootSuite also FaceBook Know how to ﬁnd and read tools to measure Return On Investment (ROI) e.g. Google Analytics, Shares, Comments, Likes, +1s, re-tweets etc Know the best times to post and the best types of posts to share especially for various platforms e.g. Instagram more visuals and less text What do other similar brands/groups do that works? Can you learn anything from them?

20. Why People Follow Brands

21. Why People Unfollow Brands

22. SOME IDEAS

23. Focus on Visuals People learn more from Visuals Visual Content much more likely to get shared If you can show something, do this instead of telling Create ORIGINAL and BRANDED visual content - PicMonkey.com, Keynote, PowerPoint Watermark your images before you share them. Instagram, Pinterest especially - don’t forget Twitter and FaceBook

24. PhotoJoiner.net - Collages

25. BeHappy.Me - Quotes

26. Your Own Content Create high-quality content that can’t be found elsewhere Sharing this regularly – at least every couple of days People will come to see your posts Become an expert in your industry People will trust you People come to you for the things they can’t get anywhere else They will share your content & bring more fans and followers to you Source: creativeengland.co.uk

27. Share & Share Some More Share Visuals, Events, Information, Feedback Share your Social Media proﬁles on other SM channels Link to all your channels on your website, email signature, mailing list Encourage likes, +1s, re-tweets Whatever you create online, remember to cross-promote your work everywhere online e.g. your blog/website, e-newsletters, forums, podcasts, social media websites, and videos

28. Digital Assets

29. Be Pro-Active with Engagement Ask more questions, respond more often Offer promotions to your followers or discount codes, giveaways, contests. Shorter posts Use + and @ to connect with others Join communities and groups See what’s trending and popular Collect email addresses Source: telerx.com

30. Value? People now simply post and run with no interaction Social media platforms overrun with content that doesn’t matter Before posting something, ask yourself: Is it really beneﬁcial to anyone? Will people get something out of it? Will people want to share? Source: socialreviewgroup.com

31. Share & Share Some More If you have group of people or band, take turns posting and responding on your pages eg Mondays is Dave’s turn, Tuesdays is Sharon’s turn etc. Schedule updates – HootSuite – also on FaceBook Use tools to measure Return On Investment (ROI) eg Google Analytics, Shares, Comments, Likes, +1s, re-tweets etc Share Visuals, Events, Teach & Sell Share your Social Media proﬁles on other SM channels Link to all your channels on your website, email signature, mailing list Encourage likes, +1s, re-tweets Whatever you create online, remember to cross-promote your work everywhere online e.g. your blog/website, e-newsletters, forums, podcasts, social media websites, and videos

32. How Do I Connect?

33. Ideas for Shareable Content Create Conversation - ask questions that will engage your fan base and encourage answers. Educate and Inform - share podcasts, transcripts, eBooks, facts, lists/top 10, how to’s and reviews. Share Visuals - upload photos, images, infographs, videos, eBooks and presentations. Link to your website - share blogs, articles, online store, recipes etc from your own website. Gauge Opinions - ask your fans for their opinions and feedback on upcoming, new or existing products or services. Entertain - share podcasts, videos, presentations and music. Be Inspirational: upload quotes, music and fascinating facts.

34. Share Something Different Each Day

35. Other Ideas Blog/Website Articles Cross-promotion & Guest writing Interviews and articles Recipes Mailing List/Subscribers Reviews Videos and Visuals Forums/Groups & Discussions Mentoring Q&As Podcasts/Audio Books

36. COMMITMENT & CONSISTENCY

37. Be Consistent If you are lazy, this is unfortunate as the culture asks a lot from individuals. Updating regularly, allowing others access to your life, being online to answer questions, continuing on with developing your community, reaching out to others and more. You need to have good time management skills and keep topics up to date. Set expectations of when you or your team will be online and when you will respond. Post regularly, not as often as possible. Whenever you decide to post, remember to be consistent. It’s better to post once a week than posting every day for three weeks and then not at all.

38. Set Your Goals & Commit Have clear goals with exactly what you want to achieve. Know your audience and where they are online. Be realistic with what you can commit to – and stick to it. Combine your own website, email marketing and paid marketing with your Social Media postings. Be persistent and be patient when building your online community. It takes at least 6 months to develop an online position – but realistically it’s more like 1-2 years.

39. Create Your Tribe Email is still the best way to convert customers - offer free eBooks, links on your Social Media and website Build your Digital Assets By creating your own content, you are showing that you’re a leader in the market and not a follower People will keep coming to you for original content. Create multi-media content eg video becomes transcribed blog, detached audio becomes podcast Source: socialcontrol.com

40. Some New Ideas Do your OWN research Use Facts from reliable sources Think about how we can: ❖ Learn More ❖ Do Better ❖ Become better examples of compassion in action

41. Is it True? Just because someone has the most followers… Just because someone is the loudest, angriest, or most aggressive… Does NOT mean they’re the most right

42. SOME THINGS TO THINK ABOUT

43. Some things to think about - Health Should veganism still be promoted as a healthy diet? Should veganism be promoted as a cure-all? What can we do to encourage others to be ﬂexible and open to all types of healthful vegan foods? What more can we do to encourage long-term commitment to the vegan lifestyle? How can we show the different types of vegans that exist?

44. Some things to think about - The Environment Where does your Food come from? What are the growing, producing & packaging processes? How far have your favourite packaged vegan foods travelled? What are the Food Miles? What about Food Scarcity & Food Security? Do you support in-season, non-GMO, organic and locally- grown produce?

45. Some things to think about - People What are the ethics & conditions involved in the manufacturing processes? Do you know how your favourite products are produced? Do the people who make these items get paid a fair wage? Do you think defending ONE type of female body while using & abusing another is okay? Do you think different types of bodies and people should be used to promote veganism?

46. Some things to think about - Social Justice How can we participate in other Social Justice movements and support their causes? How can we encourage others to support our movement - whether or not they are vegan? How can we promote veganism in the most inclusive way

47. Privilege Most of us have privileges we can never really understand or appreciate - unless they are taken away It’s important to be mindful of others It’s important to exercise compassion It’s easy to be judgemental - it’s important NOT to be We may think we have all the answers and solutions for others, but we DON’T We all have choices, Some people have much better choices than others.

48. Privilege - Keep in Mind… ❖ Some people can’t choose to NOT eat particular foods ❖ Some people can’t afford do buy new vegan clothes or vegan shoes ❖ Some people can’t access transportation to support vegan restaurants ❖ Some people can’t afford to attend vegan events ❖ Some people aren’t mentally or physically able to attend protests or demos ❖ Some people don’t feel comfortable amongst another sex ❖ Some people feel they don’t belong - as there’s no one who looks like them in the movement ❖ Some people don’t feel their opinion is valid enough to share it

49. Black Vegans Not props in discussions, debates or marketing No need to use and commodify a group of people to further the vegan/ Animal Rights agenda Illustration by Steffany Brown

50. Be Mindful What language do you use when promoting veganism? Positive/Negative? Encouraging/Discouraging? Empathetic/Judgemental? Preaching/Teaching? Do you use racist language when you talk about other countries and cultures? E.g. Japan and dolphins/whales, China and dog meat? The Middle East and live export Do you use trigger words that might truly upset someone? Words such as slave, rape, concentration camps Do you give unsolicited health advice/tell terminally ill or disabled people that they will be “cured” if they go vegan? Do you think different types of bodies and people should be used to promote veganism?

51. Why People Stay Vegan Animal Welfare is the most effective way to get people to eat less meat Health reasons are the second best READ: Nick Cooney’s books “How to be Great at Doing Good,” “Veganomics” & “Change of Heart” SUBSCRIBE: HumaneLeagueLabs.org - informing on advocacy strategies through actionable research on their effectiveness

52. Be Mindful There’s no need to use and commodify a group of people to further the vegan/Animal Rights agenda What more can we do to encourage long-term commitment to the vegan lifestyle? How can we show the different types of vegans that exist? How can we encourage others to support our movement - whether or not they are vegan? How can we promote veganism in the most inclusive way

53. Planting Seeds At best vegans are 1-2% of the population - this ﬁgure hasn’t changed for 20 years Find out other people’s passions & motivations What are you most passionate about? What are you best at communicating? Start here See how you can plant the seeds of change Our way is NOT the only way Learn from other movements LGBTQI movement is a great example of including and welcoming allies

54. Keep In Mind… Be careful what you share online because everything is a permanent reﬂection of you or your company/group that may never be erased. If you have various people posting on behalf of your company, make sure that everyone knows the goals of the company. Ensure that people know what to post as well as what not to post. Always use the correct grammar, punctuation and spelling. If you wouldn’t say it to someone’s face or mail it on a postcard, don’t say it online. Consider how the content you share is positive or negative for your company. Don’t abbreviate or use slang - just because you know what it means, doesn’t mean others will.

55. Make Some Changes Vegans don’t ONLY care about non-human animals Let’s ACT like it Learn more about each other and the world around us ALL systems of oppression need to be changed

56. BE NICE - PARTICULARLY ONLINE

57. Online Be Nice, Be Kind You can still disagree with someone without using negative words, names, judgement Remember - wrongly or rightly - that you maybe the ONLY vegan someone comes into contact with What you do and how you do it reﬂects the whole movement - so ACT like it!

58. Ruth Bader Ginsburg’s Advice for Living NY Times

59. Online Etiquette Online Etiquette simply means courtesy to others online If you wouldn’t say or do something ofﬂine, don’t do it online Online behaviour shouldn’t just be an afterthought If you type something, you had better mean it Words are powerful. Just as they have the power to motivate and inspire, they also have the ability to hurt and harm others If you think something you have written will embarrass someone, get them into trouble, compromise their privacy, or stir up drama, keep it to yourself. Better yet, delete it.

60. Top 10 Tips for Online Etiquette

61. TIPS FOR A BALANCED LIFE

62. WRAPPING UP

63. Things We’ve Covered Today The Best & Most Popular Channels to Use How to do a Social Media Channel Audit Things to Focus on - Starting from NOW Why Visuals are Important How to Create Your Own Branded Content Ideas for Shareable Content How to Set Goals see them Through Online Etiquette Tips Top Tips For Taking Time Out

64. Remember… Remember above all that the information you share about yourself is the one thing online that you have complete control over, so use this well Use the internet as a marketing tool for you, your life and your future success Social media is all about cultivating relationships. Those brands who consistently put in the effort to create excellent content and interact genuinely with their followers will see the most success in the long run.

65. Get Involved Keep up to date with what’s happening in your movement by attending meetings and getting involved the best way you can. Support other groups and events. Attend everything you can, even if you don’t agree with the group, people or the topics. Keep an open mind to learn more. If you’re starting out, meet as many people as you can and then be selective with who you want to hang around with. Take some time out for yourself, completely removed from your activism.

66. Things you can do Today Change your email signature to include a fact or quote Join or follow 5 new pages or people who share your beliefs RT or share your favourite link Comment on a new blog, article or online news website Share a related video from YouTube or Vimeo Sign up to receive emails from 5 of your favourite websites/blogs If you’re in a position of inﬂuence, use this for good use Source: blog.hubspot.com

67. Remember to… Do your own research Investigate and Read more Be genuine and honest with everything you do Help build our vegan community Keep your mind on your goals & stay focused Believe that you are part of the change that this world needs Focus on ﬁnding out what connects us to each other - not on the things we disagree on Lead by example, and be consistent Be the best version of yourself

68. Remember To… Promote the positive Focus on Encouragement Focus on Education & Planting Seeds Inspire others Always remember Kindness. Always remember Compassion Show how easy it is to be vegan Be the best vegan you can be - starting now

69. Connect with Viva la Vegan!

70. Connect with Me @LeighChantelle on FaceBook, Google+, Instagram, Pinterest, Twitter

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