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SOCIAL MEDIAAdvocacy Communication in the Digital Age
________________________________________________Del Belcher, Digital & Social Media Strategist
Drew YoungeDyke, Field & Public Relations Manager
Michigan United Conservation Clubs
• Mission: “Uniting citizens to conserve, protect and enhance Michigan’s natural resources and outdoor heritage.”
• Founded in 1937• Over 40,000 members• Over 250 affiliated clubs• Largest state-specific conservation organization in the
country
SOCIAL MEDIA
• Issue• Audience• Message• Means• Distribution
ISSUE
• Define the issue• Example: Scientific Fish and Wildlife Conservation Act• Protecting Hunting Rights• Anti-hunters wanted to uses wolves as a victory in their
national anti-hunting agenda• The SFWCA put the decisions in the hands of biologists,
so it couldn’t be hijacked by out-of-state anti-hunting groups on the ballot
• Anti-hunters wanted to spread the message that the issue was just about hunting wolves, and after the moot ballot vote they wanted to declare victory
AUDIENCE
• Our audience was the hunting/fishing/trapping/conservation community
• The community banded together to collect signatures and encourage their legislators to pass the Scientific Fish and Wildlife Conservation Act, and despite constant communication before the vote that it was moot, there was still a lot of confusion as to what it meant
• We wanted to reassure our core audience that the SFWCA was not affected by the vote and that we still won
MESSAGE
• The message had to be simple: “We still won.” • The SFWCA was passed in August, but doesn’t go into
effect until 90 days after sine die (when the legislature adjourns)
• HSUS has threatened a lawsuit, but it’s without legal merit
• The SFWCA will go into effect around March 18, no matter what HSUS did on the ballot, i.e.: “We still won.”
MEANS
• We wanted to reach a lot of people very quickly• Through our established social media presence, we are
able to plug that message in and launch it.• Weekly blog post on website with an established and
growing readership• Conservation Insider e-newsletter • Facebook, Twitter
WHAT DO WE DO? - MUCC leverages social media to:
• Inform• Network• Reach • Drive • Grow
Make the user’s engagement worthwhile.
Answer the question: Why Bother?
WHERE DO WE DO IT?
Youtube.com/MUCCVideo
Linkedin.com/MUCC1937
Twitter.com/MUCC1937
Facebook.com/MUCC1937
Pinterest.com/MichiganUnited
MichiganUnitedConservationClubs.Tumblr.com
Facebook.com/MichiganOutofDoors
WHERE DO WE DO IT?
Facebook• Mostly Everyone• Mainly ages 35-54• Sharing
MUCC Facebook• Policy Focus• Groundswell Catalyst
MOOD Mag Facebook• Outdoor Lifestyle• Lighter News and
EducationTwitter• 30-35• News/Magazines/Organ
izations
Pinterest• 24-55• Women
Tumblr and Instagram• 14-29• Idea and Image Sharing
LinkedIn• Young Professionals• Job Hunters
YouTube• 35-54• Men
WHY DO WE DO IT? - TRUE GRASSROOTS
Self Reported Facebook Data for MUCC:• 5,200,000 individuals on Facebook• 1,120,000 Men Ages 35 - 64• 70% of Fans are Married• 65% use both Desktop and Mobile• 15% use iPhone• 55% own a Home worth 100k-250k• 80% use Credit Card as Primary Payment
• 95% of those cards are Bank Cards• 60% Own a Pickup Truck• 55% Buy Sporting Goods (80% higher than the national
average FB User)• It’s Market Research!• We can connect with all of them!
HOW DO WE DO IT - Structure
MUCC.ORGFacebook
Imag
e an
d M
essa
ge S
harin
g
Image and M
essage Sharing
Search Engine Optimization & Relevant Content
HOW DO WE DO IT? - Method to Relevant ContentAssess
• Goals• Values• Issues• Users
Discover• What do our users want?• What do our users need?• How do users use media?• What motivates the user?• Do goals, values, issues and users
ACTUALLY benefit from this?Engage
• Relevant Content• Timely Messaging• Measurable/Actionable Items
Reassess• Did it Drive Web Traffic?• What are the Takeaways?• Do it Again!
HOW DO WE DO IT? - Creating Relevant ContentWill it work?
• Google Keyword Planner• Facebook Insights - Post Engagement• SEMRush & Spyfu.com
Is it working?• Google Analytics• Facebook Insights• WP Analytics• Hootsuite Analytics
What will work next?• Google Trends• Google AdWords• Facebook Audience Insights
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