ag grantees twitter webinar

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Integrating Social Media with Your Communications Strategy for Sustainable Agriculture

Living Case Studies and Twitter Tips

Beth Kanter, Visiting ScholarThe David and Lucile Packard FoundationWest Coast Sustainable Agriculture Grantees WebinarApril, 2012

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Integrating Social Media with Your Communications Strategy for Sustainable Agriculture

Two-Part WebinarLiving Case Studies and Twitter Tips

Beth Kanter, Visiting ScholarThe David and Lucile Packard FoundationWest Coast Sustainable Agriculture Grantees WebinarApril, 2012

Beth Kanter, Visiting Scholar

Presenters: Daniela Aceves, Roots of Change

Daniela Aceves - Communications ManagerRoots 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 ProducerGrist (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 Poll

Types of programsStaff PositionWhat platforms?How much time?

Agenda

IntroductionCase Study #1: Roots of ChangeCase Study #2: grist.orgFollow Up Session: April 26th from 12-1 PM PSTTwitter Tips and Coaching

Twitter Best Practices and Tips

#agpack

Integrating Social Media

Daniela Aceves

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.

Communications Editing

Online Fundraising Social Media

* Image by Ruth Malan

PR/Media

Relations

ContentCreation

How We Value Social Media

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

Low Investment Tool – Easily Accessible – Quick to Update

Our Strategy• Specific

• Measureable

• Attainable

• Relevant

• Timely

Share educational articles

Highlight the stories of people/programs creating a difference

Get people to take action

Policy Impact

Case Study #1

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.

Food Movement Rising

Establish Campaign

Create Content Strategy

Plan to Measure

Create Custom Landing Page

Insert Visible Sharing ButtonsRoots of Change Website

Simple W

ay to Get Involved:

Subscribe button

Clear & Simple Ask:

Building Momentum

Established Partnerships:

ROC reached out to several allies to help spread the word.

Provided boiler plate language for Facebook and Twitter

Facebook Examples: #1

#2

#3

Twitter Examples

@NRDC Interested in healthy, #sustainable food and #farms? Watch this new video from @Rootsofchange: 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

@SlowFoodUSA Food Movement Rising: Let's work together to build a movement! Video from @RootsofChange

ResultsTotal Views

6,830

Org Partnershi

ps20

Email Sign Up

559

Featured Partners in Video

OutcomesFood Movement Rising was a success thanks to the use of a video campaign, solid partnerships and strategically embedding social media to promote our effort.

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

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)

What We Learned

Case Study #2Join 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!

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.

Example:Our True Reach on Klout

Results: • 757 tweets generating • 3.8 million impressions• Reached an audience of 345k followers

• 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

How We Value Social MediaFinal Thoughts

grist on the social webrecent experiments

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.

RESPONSIBILITIES:

Org-wide strategic social plan creation:•Research/experimentation•Implementation•Measurement

Day-to day execution of that effort:•Promotion•Engagement

fun on-ramps

stories of people making change

personal calls to action

policy level discussions/calls to action

gristastic ladder ‘o engagement

grist on the social web

twitter chat: #sodawars

quick and effective way to give content more legs

“super” twitter chat: #bikenomics

840 tweets reached close to 250,000 people

created an entirely new avenue for the topic

what we’ve learned

be nimble.

twitsourcing #hipsterfarmerbands

over 815 tweets in two days

reach of over 290,000 people

being quick and opportunistic

reaches outside new audience

Pinning is the new winning

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

• Keep current supporters engaged

• Inspire conversation to support communications goal

• Create buzz around an offline event before, during, and after

• Get new ideas and feedback on programs and services

• Program support to clients• Drive traffic to web site or

blog (Google)

• Recruit volunteers• Coordinate meetings with

officials and policy leaders• Identify Influencers like

journalists using Twitter and encourage them to use you as a source

• Identify and build relationships with allies & supporters

• Sharing key points about your issue

What’s Your Intent? How Does It Support Your Communications Strategy?

What To Tweet: How Will It Support Integrated Content Strategy?

http://bit.ly/edit-cal-template

A Complete Profile Is Important

Twitter Best Practices and Practicing – Look & Feel

Brand Twitter Profile: Does It Match Your Brand?

Twitter Best Practices and Practicing – Look & Feel

http://bit.ly/twitter-template

Who Will Tweet?

Brand and Departments

Staff person

Who Will Tweet?

A Combination

• 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 What To Tweet

What to Tweet: Avoid Ruts

Link Content To Editorial Calendar

Omit Needless Words

Describe, Simplify, Avoid

One thought per Tweet

How to Write Great Tweets

Leave Room for Re-tweets: 120 Characters

Search

Scan

ReplyRe-tweet

Thank

Twitter Office Minutes

Increase Your Twitter Followers: Engagement

• 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

Engagement Techniques

Avoid Built In Retweet Button

Easier to use if you’re using a client like Hootsuite, BufferApp, or Others

Using lists helps you stay organized as you keep an eye on various

groups of people or organizations.

Build Your Following: Use Lists

Find Interesting People To Follow: Leverage Other People’s Lists

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

How To Be Efficient: Selective Automation

How To Be Efficient: Selective Automation

Measure, Tweak, Measure