Staff roles in Staff roles in advocacyadvocacy

Pam Kan-RicePam Kan-Rice

Cynthia KintighCynthia Kintigh

Karl KristKarl Krist

ANR Statewide ConferenceANR Statewide Conference

April 28, 2009April 28, 2009

AgendaAgenda

What is advocacy?What is advocacy? What is a brand?What is a brand? What is the ANR brand?What is the ANR brand? Telling ANR stories Telling ANR stories Social media strategiesSocial media strategies

What is advocacy?What is advocacy?

The act or process of advocating or The act or process of advocating or supporting a cause or proposalsupporting a cause or proposal

EducatingEducating Building relationshipsBuilding relationships Creating a positive impressionCreating a positive impression Being a brand ambassadorBeing a brand ambassador

ANR

Clientele

Voters

Family, Friends, Colleagues

POLICYMAKER$

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

-- Maya Angelou

Power of the WebPower of the Web

Domino's employees post a web video Domino's employees post a web video showing themselves apparently showing themselves apparently defacing pizza toppings. defacing pizza toppings.

After a blogosphere firestorm, the After a blogosphere firestorm, the video went from 20,000 views on video went from 20,000 views on YouTube to 760,000 views in 1 day. YouTube to 760,000 views in 1 day.

The errant employees were fired and The errant employees were fired and warrants were issued for their arrest. warrants were issued for their arrest.

BrandBrand

A brand is an association, created in the mind of a potential customer, between a particular make of product and a desired characteristic.

A brand is …A brand is …

everything a company doeseverything a company does the information you want to the information you want to

communicate to your customers communicate to your customers and the information you and the information you

communicate despite yourselves communicate despite yourselves

What do these brands What do these brands mean to you?mean to you?

What is the ANR What is the ANR brand?brand? The bridge between local issues and UC

research Practical, non-biased research that people

trust Part of the community Participatory model Leader and coordinator of group efforts Provider of service where private industry

can’t/won’t

Telling ANR storiesTelling ANR stories

Manuel CisnerosManuel Cisneros Carmelitos Community GardenCarmelitos Community Garden

What makes you proud What makes you proud of your work?of your work?

Any online technology or practice that Any online technology or practice that people use to share content, opinions, people use to share content, opinions, insights, experiences, perspectives and insights, experiences, perspectives and media.media.

Examples of social media applications:Examples of social media applications:

What is social What is social media?media?

ExamplesExamples

BlogBlog FacebookFacebook TwitterTwitter YouTubeYouTube

Social NetworkingSocial Networking

Builds online communities of Builds online communities of people who share interests and people who share interests and activities.activities.

Most social media provide ways Most social media provide ways for users to interact, such as e-for users to interact, such as e-mail, instant messaging and mail, instant messaging and posting services. posting services.

We can use social We can use social media to…media to… Share our message.Share our message. Broaden our audience.Broaden our audience. Recruit new members; make new Recruit new members; make new

friends.friends. Share knowledge.Share knowledge. Get information from others.Get information from others. Build communities of shared Build communities of shared

interests.interests.

BlogsBlogs

UC ANR Site Builder BlogUC ANR Site Builder Blog– UC ANR tool. Free. Easy-to-use. UC ANR tool. Free. Easy-to-use.

– blogroll lists all ANR blogs sites.blogroll lists all ANR blogs sites.

– Go to portalGo to portal https:https://ucanr//ucanr.org/portal.org/portal

Blogs - TipsBlogs - Tips

Entries should be short…~200 words – Entries should be short…~200 words – 750 words.750 words.

Entries should be posted 1x-2x a week.Entries should be posted 1x-2x a week. Provide hyperlinks to referenced and Provide hyperlinks to referenced and

sourced topics/sites.sourced topics/sites. Share writing responsibilities.Share writing responsibilities. Cross post; post on other blogs; Cross post; post on other blogs;

recycle and reuse content.recycle and reuse content.

Bug Squad blog by Bug Squad blog by Kathy Keatley GarveyKathy Keatley Garvey

FacebookFacebook

Victory GrowerVictory Grower University of California University of California

Division of Agriculture & Division of Agriculture & Natural ResourcesNatural Resources

TwitterTwitter

TwitterTwitter is free. Updates known as is free. Updates known as tweets - tweets - text-based posts of up to 140 text-based posts of up to 140 characters long.characters long.

Updates are displayed on user's profile Updates are displayed on user's profile page and delivered to other users who page and delivered to other users who have signed up to receive them. have signed up to receive them.

Users can receive updates via the Users can receive updates via the Twitter Web site, instant messaging, Twitter Web site, instant messaging, blog feeds (RSS), e-mail or through blog feeds (RSS), e-mail or through applications such as applications such as TwitterrificTwitterrific or or FacebookFacebook. .

Twitter: UsesTwitter: Uses

Info must be relevantInfo must be relevant Announce new blog postingsAnnounce new blog postings Remind people about eventsRemind people about events Generate BUZZ (Barack Obama’s Generate BUZZ (Barack Obama’s

campaign made extensive use of campaign made extensive use of Twitter & other social networking Twitter & other social networking tools).tools).

YouTubeYouTube

YouTubeYouTube is a video-sharing Web site is a video-sharing Web site ANR and California 4-H have channelsANR and California 4-H have channels Users can upload, view and share Users can upload, view and share

video clips – film, videoblogging, video clips – film, videoblogging, music, etc.music, etc.

Owned by Google and searchableOwned by Google and searchable Easy-to-use, accessible, widely usedEasy-to-use, accessible, widely used

YouTube: UsesYouTube: Uses

Great place to post how-to video Great place to post how-to video clips on gardening.clips on gardening.

Can organize groups of video clips Can organize groups of video clips into a library for reference.into a library for reference.

Can “tag” videos and promote by Can “tag” videos and promote by providing links on other sites such providing links on other sites such as Facebook, etc.as Facebook, etc.

How can you be a How can you be a brand ambassador?brand ambassador?

Thank you!Thank you!