Melbourne social media forum - Green Renters
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Presentation at the Melbourne social media forum by Cate Lawrence from Green Renters, titled 'Using social media to cultivate a niche audience'
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Melbourne social media forum - Green Renters
- 2. Who are we Green Renters is a not for profit organisation providing sustainability education, advocacy, information and resources for people living in rental accommodation.
- 3. Why renters? • Currently national average of 30% • Inner city can be 70% or more and likely to rise • Up until recently generally overlooked
- 4. Challenges for renters • Short term leases • No minimum standards • Share housing • Low income • Small space • May not have a garden • Body corporates • Lack of collective power
- 5. Challenges for us • Competing for $$ and hearts • Local vs global • Lack of glamour • Green Fatigue
- 6. What we do • Workshops • Participation in community forums and events • Resource archive • Tutorials • Project work • Media coverage
- 8. “If you walked into a bar, stood on the counter and shouted about yourself all night, would you expect anyone to want to engage with you?” “The same goes for social media.”
- 10. “Cultivating Social Media in specific sub-set of the population, cultural group or special interest group” …But that’s not a very catchy title!
- 11. How we compare Environment sector traditionally has some of the worst numbers Source www.e-benchmarksstudy.com M&R and NTEN
- 12. Our resources…
- 13. Website 3,000 visits/month 4 page views/visit Bounce rate 0.37% Visit Duration 3mins
- 14. Email Around 4,000 Open rate – 20% (14%) Click through – 14% (2%) Fairly up & down with mailing list churn
- 15. Facebook Nonprofits had 103 Facebook fan page users for every 1,000 email subscribers. We have roughly 400
- 16. Facebook The median growth rate for nonprofit fan pages was an astounding 70%. We have roughly 80%
- 17. Facebook Non-profits averaged 2.5 actions per 1,000 Facebook users. We have roughly 35
- 18. Twitter On average, a nonprofit has 29 Twitter followers for every 1,000 email subscribers. We have roughly 300 Roughly half tweets retweeted.
- 19. Be „genuine‟ Know your audience (easier in a niche)
- 21. In teams, be yourself {cate}
- 22. Go where the people are They may not be where you think
- 24. Policies can be restricting What’s the worst that can happen…
- 27. Make others your champions They can do the work for you
- 29. Quality not Quantity It’s OK to go off topic…
- 31. Humour appeals…
- 35. Give people a chance to share Their stories… Not yours!
- 41. Be social! Remember the quote?
Notas do Editor
- Spend less than ten minutes on these slides…
- Talk about our workshops and why we do these kind of workshops
- Firstly…A phrase coined by one of our co founders… He wanted a plug, but it’s also a good yard stick for social media generally
- I guess we’re looking at somewhere between point 2 and 3, or we’ve all been using an incorrect assumption of what niche really means…We’re talking here…
- Basically, it’s us, with no money and 1001 other things to do, you don’t need a lot really.
- Again, lowish numbers but really good quality.
- A lot of the following numbers refer to statistics per email subscribers, so here’s the yardstick
- Relevance… Apparently meant to appeal to renters!
- If you have more than one person on a social media profile and you have slightly differing opinions, sign messages so people know, then you can be the organisation and yourselves. You may all have a different interest or issue you like to talk about
- IRCYahoo groupsLive journalFacebookTwitterPinterestCommunity newspapers
- This is otentially contentious…For us, there’s not much bad that can happen if we mention something inappropriate, but with many orgs there may be more serious repurcussions. So ascertain what’s the worst that could appen to your org, what shouldn’t be said and hve that as a boundary.Would you feel comfortable saying it to your mum or in a senior staff meeting? Too much policy an boundaries can stop people being themselves, they wont bother, trust staff to not do anything stupid, if they do, don’t trust them again.
- Examples of when it goes wrong
- Empower others to do the work for you… Encourage others to tweet, repin, like etc… Even give everyone login, again, do you trust your staff?
- Get people to help you…. Online example of showing your stuff
- Don’t post just because you feel you should, but at the same time, unless it’s a large announcement, social media can be very transient anyway and maybe a few quick posts are the right thing people want to see. Sometimes the well planned posts get ignored and the flippant ones really hit home.
- Our most popular image ever…. What does it have to do with renting? A lot about lifestyle
- People like a laugh
- Using humour to remind people about our event don’t forget people love cats
- Better than just asking people to take 4 minute showers, humour carrot instead of stick
- Make it about things that people CAN do. Stories, hope, practical….inspire people to act by example….
- Photos of members homes, hard waste finds, garden successes and failures, recipes People WANT to be heard and to share with you and your followers
- If people are feeling underrepresented show everyone what they can do, apologse for blurry pics from FB readers
- If people are feeling underrepresented show everyone what they can do, apologse for blurry pics from FB readers
- Our most seen post ever and the issues….gets people talking…people still link to it in other forums
- Great example of DIY, people love images
- What have people grown in their rental property. People LOVE talk about food. People LOVE sharing pics of their garden and produce
- You have to interact with other people, pages, tweeters etc, not just we’re doing this, we’re doing that etc… Talk on other relevant pages, respond to questions, thank people etc