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

Print

Newsletters

Flyers

Event Invitations

Brochures

Annual Reports

Letters/Appeals

More…

One of Many

Email-based

E-mail

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

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

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

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