Presentation about how Outdoor Voice uses social media to reach park users and engage them in supporting parks.

1. www.outdoorvoice.org
facebook.com/OutdoorVoice
Twitter: @BA_OutdoorVoice
Instagram: @outdoorvoice
#outdoorvoice
September 2016 Gathering
Annie Burke
Deputy Director
annie@openspacecouncil.org
510 809 8009 ext 252

2. The goal of Outdoor Voice is
to build a large, diverse, and
engaged constituency
for land conservation
in the Bay Area.

3. The goal of Outdoor Voice is
to build a large, diverse, and
engaged constituency
for land conservation
in the Bay Area.
And we’ve been experimenting
with how to make that happen.

4. Email versus Facebook
Email + Facebook
Email + Facebook + Twitter

5. Emails: 5,625
Facebook: 3,851
Twitter: 1,074
Does this equal 10,550?

6. #1: It costs money to build a list.
Lesson learned:

7. Example of list
building
Spend: $567
836 people
reached
24 likes
2 shares
420 signups

8. Example of list
building
Spend: $6,731
323,133 people
reached
140,000 views
2,800 likes
599 shares
2,070 signups

9. #2: In order to build a list, we
need to offer a clear and
compelling action.
Lesson learned:

10. Example of Get Out The Vote for Measure AA
28 shares
97 likes

11. Example of Get out the vote for Measure AA
18 shares
58 likes

12. Example
of post for
state-wide
parks
bond
$50 spend
11 shares
100 likes
2,497 people
reached

13. Example of post for state-wide parks bond
$0 spend
44 likes

14. #3: Twitter is a great tool for
influencing elected officials
and their staff.
Lesson learned:

15. Example of
tweet
directed
towards
legislators
on parks
bond

16. Example of
tweet
directed
towards
legislators
on parks
bond

17. #4: Email and Facebook and
Twitter are all valuable tools.
They have different uses, but
are very complimentary.
Lesson learned:

22. $0 spend
25 likes
46 shares

23. Cotoni-Coast Dairies National
Monument campaign
Ridge Trail Volunteer Day
MLK Day of Service
Public comment, public meetings
AND MORE!

24. 1. It costs money.
2. Need to have a clear and
compelling action.
3. Influence the influencers on
Twitter.
4. Email, Facebook, and Twitter
are friends.
IN SUMMARY:

25. Mary Meeker’s annual report
Google “Mary Meeker 2016” and skip to slide 72
Hero’s Narrative
heroesnarrative.org
M+R’s Mediamarks report
mrmediamarks.com
M+R social post generator
mrss.com/toolshed/mr-social-media-content-generator/
RESOURCES

26. www.outdoorvoice.org
facebook.com/OutdoorVoice
Twitter: @BA_OutdoorVoice
Instagram: @outdoorvoice
#outdoorvoice
September 2016 Gathering
Annie Burke
Deputy Director
annie@openspacecouncil.org
510 809 8009 ext 252