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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
Newsletters
Flyers
Event Invitations
Brochures
Annual Reports
Letters/Appeals
More…
One of Many
Email-based
E-newsletters
Action alerts
Evites
E-appeals
More…
Web-based
Website
Blog
Social media
RSS or other feeds
Bookmarking sites
More…
Mobile
Mobile website
Text messaging
More..
What is your goal(s)?
Quality / quantity
Engagement is not a goal
Action is a goal
Moving the needle
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
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 ***
Ohio Environmental Council 1207 Grandview Avenue, Suite 201 Columbus, OH 43212 (614) 487-7506 www.theOEC.org
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