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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
  2. Welcome! If you experience any technical difficulties logging into the system, please contact Ready/Talk Customer support: 800.843.9166 Please use *6 to Mute your conference line (*7 UnMute) While we wait to get started, type your burning question about integrated social media strategy into the chat!
  3. This call is being recorded *2 Flickr Photo by Malinki
  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
  5. Beth Kanter, Visiting Scholar
  6. Presenters: Daniela Aceves, Roots of Change Daniela Aceves - Communications Manager Roots of Change ( 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, Hanna Welch, Social Media Producer Grist ( 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?
  9. Who is on the Call? Most frequently tweet words Your hashtags
  10. Quick Poll Types of programs Staff Position What platforms? How much time?
  11. Agenda Introduction Case Study #1: Roots of Change Case Study #2: Follow Up Session: April 26th from 12-1 PM PST Twitter Tips and Coaching
  12. Twitter Best Practices and Tips #agpack
  13. Integrating Social Media Daniela Aceves
  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:
  20. Building Momentum Established Partnerships: ROC reached out to several allies to help spread the word. Provided boiler plate language for Facebook and Twitter
  21. Facebook Examples: Twitter Examples #1 @NRDC Interested in healthy, #sustainable food and #farms? Watch this new video from @Rootsofchange: #2 #FoodMvmt @Michael Pollan Check out this compelling video on the food movement, rising, from Roots of Change in California. #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
  28. grist on the social web recent experiments
  29. 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.
  30. RESPONSIBILITIES: Org-wide strategic social plan creation: •Research/experimentation •Implementation •Measurement Day-to day execution of that effort: •Promotion •Engagement
  31. gristastic ladder ‘o engagement policy level discussions/calls personal calls to to action action stories of people making change fun on-ramps
  32. grist on the social web
  33. twitter chat: #sodawars quick and effective way to give content more legs
  34. “super” twitter chat: #bikenomics 840 tweets reached close to 250,000 people created an entirely new avenue for the topic
  35. what we’ve learned be nimble.
  36. twitsourcing #hipsterfarmerbands over 815 tweets in two days reach of over 290,000 people being quick and opportunistic reaches outside new audience
  37. Pinning is the new winning
  38. what we’ve learned don’t be afraid to experiment.
  39. the new rules for nonprofits • be authentic • believe in the tools • be willing to experiment • be attentive … to the conversation and its results
  40. 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)
  41. What To Tweet: How Will It Support Integrated Content Strategy?
  42. Twitter Best Practices and Practicing – Look & Feel A Complete Profile Is Important
  43. Brand Twitter Profile: Does It Match Your Brand?
  44. Twitter Best Practices and Practicing – Look & Feel
  45. Who Will Tweet? Brand and Departments
  46. Who Will Tweet? Staff person
  47. A Combination
  48. 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
  49. What to Tweet: Avoid Ruts Link Content To Editorial Calendar
  50. How to Write Great Tweets Omit Needless Words Describe, Simplify, Avoid One thought per Tweet
  51. Leave Room for Re-tweets: 120 Characters
  52. Increase Your Twitter Followers: Engagement Search Thank Scan Twitter Office Minutes Re-tweet Reply
  53. 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
  54. Avoid Built In Retweet Button Easier to use if you’re using a client like Hootsuite, BufferApp, or Others
  55. Build Your Following: Use Lists Using lists helps you stay organized as you keep an eye on various groups of people or organizations.
  56. Find Interesting People To Follow: Leverage Other People’s Lists
  57. 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
  58. How To Be Efficient: Selective Automation
  59. Measure, Tweak, Measure

Notas del editor

  • Photo credit:
  • Every few minutes as we get started, tech support reminder, type into the chat, roll call
  • recording about 2 minutes late to let people join *2
  • Photo credit:
  • This is our agenda – we’ll pause along the way for questions.
  • Image:
  • 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 (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 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].
  • Bruce Lesley 
  • Bruce Lesley