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Using Social Media to Motivate Change

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Ohio Environmental Council
Ohio Environmental Council

Presented at the OEC's Legislative Summit 2012. by Jennifer Doron. By now we are all familiar with social media. The names at least: Facebook, Twitter, Foursquare, LinkedIn, and hundreds more. But how do we harness the numbers of people engaged online - and their incredible power - to produce positive, lasting change for the environment?

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Using Social Media to Motivate Change Legislative Summit 2012 Jennifer Doron Director of Marketing & Communications
It’s All About Strategy What will and won’t be covered Start with the desired result (goals) One of many methods of communicating Sample of plans Q&A
One of Many Print Email-based Web-based Mobile Newsletters E-mail Website Mobile website Flyers E-newsletters Blog Text messaging Event Invitations Action alerts Social media More.. Brochures Evites RSS or other feeds Annual Reports E-appeals Bookmarking sites Letters/Appeals More… More… More…
What is your goal(s)? Quality / quantity Engagement is not a goal Action is a goal Moving the needle
You Can’t Do it All Prioritize according to goals Assess resources Trial & error No one’s an expert
OEC Social Media Tactic within overall mar/comm plan Tactic 5: Continue Social Media Tools Continue to build social media network to engage “fans” and “followers” in our work. Emphasis this year will be to turn fans/followers into members by either online donations or attending an event. Social media tools will include Facebook, Twitter, Slideshare, YouTube, Issuu, and Flickr. Goal 15% increase of all 2010 measurables – including interactions, photo views and unique page views; conversion of 15% fans/followers to donors/members. Results Facebook, 1,461 fans, 62% increase over 2010. Avg.129 interactions a month in 2011; in 2010 we had 30 interactions a month. Twitter, 3,524 followers, 19% increase over 2010. New Measureable 57 people on Facebook signed up for e-newsletter/action alerts in last half of 2011. Still need to cross-check with new member list.
Big Give Strategy • Use our $25 credit for add on Facebook (start on Tuesday, run until $25 credit hit or end of Big Give, whichever comes first) • 4 emails through Convio • Facebook – posts at different days/times with contest photos; also, non fan welcome page changed to Big Give; send ‘update’ message to fans • Twitter - posts at different days/times ; have staff retweet (I will remind staff each time I tweet) - http://bit.ly/OECBigGive • Home page banner – starting Friday (like the Pepsi Refresh one) • Personal calls and emails to those who have pledged but not given yet, explaining that if they donate on the Big Give, it will be doubled • Staff post to their facebook – one time a year asking for a donation for OEC and for a good reason – double it with NO effort • (If Appropriate) Email to Board explaining the Big Give, request that if anyone they know might be interested in donating, please • Email to all staff to change email signature to include Big Give Results with than 1 week to prepare and NO print: $50,000 (including match by Columbus Foundation)
Final Thoughts 1) It's all about engagement 2) Tell stories. Facts are good but emotion drives action. 3) Repurpose content across media but not automatically 4) Acknowledge and credit others. (be generous) Resources and Credits www.nonprofitmarketingguide.com www.johnhaydon.com www.bethkanter.org www.radian6.com
Using Social Media to Motivate Change
Using Social Media to Motivate Change
Using Social Media to Motivate Change
Using Social Media to Motivate Change
Find the OEC online www.facebook.com/OhioEnvironmentalCouncil www.youtube.com/OECOhio www.linkedin.com/company/ohio-environmental-council www.flickr.com/photos/ohioenviro www.slideshare.net/OhioEnviroCouncil www.twitter.com/@OhioEnviro @StatehouseJack – Jack Shaner, Senior Director of Legislative & Public Affairs @OHEnvLawCenter – OEC Environmental Law Center @OECAgWater – OEC’s team working on agriculture and clean water issues @BrianKaiser – Director of Green Jobs & Innovation ***
How You Can Get Involved Become a Member Join a network of more than 3,000 individuals & 100 groups around the state Take Action Sign up for OEC’s action alerts, call & write your lawmakers, get involved in community issues Get Social Find us on Facebook, Twitter and other online communities Donate Help secure healthy air, land, and water for all Ohioans Ohio Environmental Council 1207 Grandview Avenue, Suite 201 Columbus, OH 43212 (614) 487-7506 www.theOEC.org

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Using Social Media to Motivate Change

  • 1. Using Social Media to Motivate Change Legislative Summit 2012 Jennifer Doron Director of Marketing & Communications
  • 2. It’s All About Strategy What will and won’t be covered Start with the desired result (goals) One of many methods of communicating Sample of plans Q&A
  • 3. One of Many Print Email-based Web-based Mobile Newsletters E-mail Website Mobile website Flyers E-newsletters Blog Text messaging Event Invitations Action alerts Social media More.. Brochures Evites RSS or other feeds Annual Reports E-appeals Bookmarking sites Letters/Appeals More… More… More…
  • 4. What is your goal(s)? Quality / quantity Engagement is not a goal Action is a goal Moving the needle
  • 5. You Can’t Do it All Prioritize according to goals Assess resources Trial & error No one’s an expert
  • 6. OEC Social Media Tactic within overall mar/comm plan Tactic 5: Continue Social Media Tools Continue to build social media network to engage “fans” and “followers” in our work. Emphasis this year will be to turn fans/followers into members by either online donations or attending an event. Social media tools will include Facebook, Twitter, Slideshare, YouTube, Issuu, and Flickr. Goal 15% increase of all 2010 measurables – including interactions, photo views and unique page views; conversion of 15% fans/followers to donors/members. Results Facebook, 1,461 fans, 62% increase over 2010. Avg.129 interactions a month in 2011; in 2010 we had 30 interactions a month. Twitter, 3,524 followers, 19% increase over 2010. New Measureable 57 people on Facebook signed up for e-newsletter/action alerts in last half of 2011. Still need to cross-check with new member list.
  • 7. Big Give Strategy • Use our $25 credit for add on Facebook (start on Tuesday, run until $25 credit hit or end of Big Give, whichever comes first) • 4 emails through Convio • Facebook – posts at different days/times with contest photos; also, non fan welcome page changed to Big Give; send ‘update’ message to fans • Twitter - posts at different days/times ; have staff retweet (I will remind staff each time I tweet) - http://bit.ly/OECBigGive • Home page banner – starting Friday (like the Pepsi Refresh one) • Personal calls and emails to those who have pledged but not given yet, explaining that if they donate on the Big Give, it will be doubled • Staff post to their facebook – one time a year asking for a donation for OEC and for a good reason – double it with NO effort • (If Appropriate) Email to Board explaining the Big Give, request that if anyone they know might be interested in donating, please • Email to all staff to change email signature to include Big Give Results with than 1 week to prepare and NO print: $50,000 (including match by Columbus Foundation)
  • 8. Final Thoughts 1) It's all about engagement 2) Tell stories. Facts are good but emotion drives action. 3) Repurpose content across media but not automatically 4) Acknowledge and credit others. (be generous) Resources and Credits www.nonprofitmarketingguide.com www.johnhaydon.com www.bethkanter.org www.radian6.com
  • 13. Find the OEC online www.facebook.com/OhioEnvironmentalCouncil www.youtube.com/OECOhio www.linkedin.com/company/ohio-environmental-council www.flickr.com/photos/ohioenviro www.slideshare.net/OhioEnviroCouncil www.twitter.com/@OhioEnviro @StatehouseJack – Jack Shaner, Senior Director of Legislative & Public Affairs @OHEnvLawCenter – OEC Environmental Law Center @OECAgWater – OEC’s team working on agriculture and clean water issues @BrianKaiser – Director of Green Jobs & Innovation ***
  • 14. How You Can Get Involved Become a Member Join a network of more than 3,000 individuals & 100 groups around the state Take Action Sign up for OEC’s action alerts, call & write your lawmakers, get involved in community issues Get Social Find us on Facebook, Twitter and other online communities Donate Help secure healthy air, land, and water for all Ohioans Ohio Environmental Council 1207 Grandview Avenue, Suite 201 Columbus, OH 43212 (614) 487-7506 www.theOEC.org