ICT role in 21st century education and its challenges
Ag Grantees Twitter Webinar
1. Integrating Social Media with Your
Communications Strategy for Sustainable
Agriculture
Living Case Studies and Twitter Tips
Beth Kanter, Visiting Scholar
The David and Lucile Packard Foundation
Flickr photo by pro soil West Coast Sustainable Agriculture Grantees Webinar
April, 2012
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4. Integrating Social Media with Your
Communications Strategy for Sustainable
Agriculture
Two-Part Webinar
Living Case Studies and Twitter Tips
Beth Kanter, Visiting Scholar
The David and Lucile Packard Foundation
Flickr photo by pro soil West Coast Sustainable Agriculture Grantees Webinar
April, 2012
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
11. Agenda
Introduction
Case Study #1: Roots of Change
Case Study #2: grist.org
Follow Up Session: April 26th from 12-1 PM PST
Twitter Tips and Coaching
14. Who We Are
Roots of Change brings a diverse
range of Californians to the table to
build a common interest in food and
farming so that every aspect of our
food – from the time it’s grown to
the time it’s eaten – can be healthy,
safe, profitable, affordable and fair.
15. Communications Editing
Online
Fundraising Social Media
PR/Media
Content
Relations
Creation
* Image by Ruth Malan
16. How We Value Social Media
Low 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.
Create
Establish Plan to
Content
Campaign Measure
Strategy
19. Create Custom Landing Page
Roots of Change Website Insert Visible Sharing Buttons
Subscribe button
Simple Way to Get Involved:
Clear & Simple Ask:
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: Let's work
together to build a movement!
Video from @RootsofChange
22. Outcomes
Food Movement Rising was a success thanks to the Results
use of a video campaign, solid partnerships and
Total Views 6,830
strategically embedding social media to promote our
effort. Org
Partnership 20
s
Featured Partners in Video
Email Sign
559
Up
23. What We Learned
Takeaways:
• 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 #2
Join the "Your Meal Matters" Twitter chat
party on March 27 at 9:30am PST/12:30pm
EST.
Roots of Change (@RootsofChange) will
be partnering with organizations across the
globe including Greennovate
(@Greennovate), GoodGuide
(@GoodGuide) , Eating Well
(@EatingWell) and Practically Green
(@PracticallyGrn) to share ideas about
how each of us can make an impact. We
will spend an hour discussing everything
from what to do with your leftovers to how
to 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 followers
Example:
Our True Reach
on Klout
27. Final Thoughts
How We Value Social Media
• Social media is a great way to generate
buzz about your organization
• Don’t be afraid to fail and use new tools
• Social media is constantly evolving so
always test and retest your strategy
30. grist mission
grist sets the agenda by showing how green is reshaping our
world. we cut through the noise and empower a new
generation to make change.
31. RESPONSIBILITIES:
Org-wide strategic social plan creation:
•Research/experimentation
•Implementation
•Measurement
Day-to day execution of that effort:
•Promotion
•Engagement
32. gristastic ladder ‘o engagement
policy level
discussions/calls
personal calls to to action
action
stories of people
making change
fun on-ramps
37. twitsourcing #hipsterfarmerbands
over 815 tweets in
two days
reach of over
290,000 people
being quick and
opportunistic reaches
outside new audience
40. the new rules for nonprofits
• be authentic
• believe in the tools
• be willing to experiment
• be attentive … to the
conversation and its
results
41.
42.
43. 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)
44. What To Tweet: How Will It Support
Integrated Content Strategy?
http://bit.ly/edit-cal-template
51. What To Tweet
What 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
52. What to Tweet: Avoid Ruts
Link Content To Editorial Calendar
53. How to Write Great Tweets
Omit Needless Words
Describe, Simplify, Avoid
One thought per Tweet
56. 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
57. Avoid Built In Retweet Button
Easier to use if you’re using a client like Hootsuite, BufferApp, or Others
58. Build Your Following: Use Lists
Using lists helps you stay organized
as you keep an eye on various
groups of people or organizations.
60. How To Be Efficient: Selective Automation
Buffer:
· Create account: Nonprofits can
use free option that allows 10
tweets a day or paid options that
allow more posting if the NGO can
afford that
· Link buffer to your Nonprofit
twitter account
· Define settings and your
Nonprofit posting schedule
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.
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].