Social media for tangible outcomes - Megan Mederios
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On 9/29/16 the Bay Area Open Space Council convened its Fall Gathering on the topic of using social media to get actual work done. More about it at #OSCsocial on Twitter, and http://openspacecouncil.org/community-events/gatherings/
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Social media for tangible outcomes - Megan Mederios
- 1. Social Media for Tangible Outcomes Bay Area Open Space Council - Sept 29, 2016 #IAmAdorable
- 2. Who we are
- 3. • 1 Communications Manager • All support communications with a small yet mighty staff…
- 4. And then there’s our board…
- 6. Southeast Quadrant 1,300 acres of farmland on Morgan Hill’s urban edge #Write4Farmland
- 7. Our goal Spoiler alert… we won
- 8. How we used social media
- 9. • 350 letters • 200 new contacts • 150 new fb likes • $2,500: 11 Morgan Hill residents in 2016 • 4 first time donors The results
- 10. 1. Make a friend at Facebook: boosting budget for nonprofits 2. Keep videos short, 30- 60 sec 3. Collect contact info of people who take action What we learned 4. Oh, and if you know someone with a baby…
- 11. Ex 2:
- 12. I Love Coyote Valley
- 13. How we used social media
- 14. How we used social media
- 15. How we used social media 1. Made a hard push for “likes” 2. Bumper stickers, flyer, logo 3. Form for sign ups
- 16. The results 1. 10 videos, viewed ~3K times each 2. 1,646 likes, 10K “reactions” 3. 100 new people on alert list 4. Only the beginning…
- 17. 1. Videos: our issue = their issue. 2. Videos: different languages 3. Tri-pod, mic, etc: worthwhile investment What we learned 235 likes 24 shares 18 comments 4. People really like corn
- 18. Feel free to ask me for one of these Thank you!
Notas do Editor
- Thank you annnie and BAOSC. I’m going to spend the next few minutes…
- Our mission 100 members
- we have 7 staff. 1 dedicated to communications
- Board supportive of new strategies
- First campaign is #Write 4 farmland took place from feb0march
- This is a 1300 acre area east of 101 in Morgan Hill at the foothills of the Mount Diablo Range near Henry Coe State Park. This the is the largest piece of contiguous farmland in Morgan Hill. In short this was a bad plan. Many agencies and environmental groups expressed concern for it in the beginning. In addition to the needless loss of farmland, the process lacked community input and a bad EIR. I could go on but I’ll just tell you that they approved the plan and it was headed to LAFCo for a vote for whether or not they would grant this annexation request
- Our goal was for LAFCo to vote no on the annexation request. We knew our chances were slim and could be slimmer if we lost the majority vote on LAFCo so we had a secondary goal Our second goal was to ensure that no matter what we used this opportunity to grow our base in Morgan Hill.
- 1. Created 1 min videos of community leaders sharing why they are writing a letter to LAFCo - wrote the script, got it all in one take so we didn’t have to edit 2. Used a form widget through wordpress where people could use our form letter or create one of their own that would be sent to LAFCo Commissionerss 3. Posted on facebook and we boosted it to people who live in MH Keep in mind there was a lot going on not on social media – our advocate in Morgan Hill lived and breathed this issue, we had legal experts, and we worked to get many other groups like the democratic party, SPUR, and the SJ Mercury News to oppose the project.
- 350 letters opposed, a big deal for Morgan Hill + a stronger base in morgan hill Not to mention the win at LAFCo
- If you know anyone who works at FB, most employees if not all have a monthly boosting budget they can use for the nonprofits of their choice Keep videos short – 12 -20 sec is the average… Collect emails Videos with babies are popular
- This is CV This is a 7,600 acre area in the southernmost region of San Jose. Coyote Valley is one of the most important pieces of open spaces in our region because it is the connection between the Santa Cruz mountains and the Mt Diablo Range. Without coyote valley we lose the wildlife connectivity between the two ranges, which weakens already struggling species like bobcats and mountain lions. There have been proposals to build here every 5-10 years since the 1970s and they have mostly all been stopped or failed. The issue at hand is the city of San Jose is hoping to locate tens of thousands of jobs in coyote valley and there are two landowners who just purchased land in CV with plans for hundreds of acres of warehouses and data centers. Coyote Valley is also beautiful. It has prime farmland, cleans our water, cleans our air. We’re just starting to understand this place in so many ways. Our primary goal is the permanent protection of most of Coyote Valley with a focus on the ecosystem services it provides. In the meantime, we need a base of people who are unified and want to see Coyote Valley protected.
- We launched the I love Coyote Valley social media campaign in partnership with several other local environmental advocacy groups inc Greenbelt Alliance, Sierra Club, and Audubon. This was in part in reaction to when the first proposal for warehouses came up in the spring. It was going to be expedited and the landowners was hoping to break ground in Sept 2016. Thanks to citizen outcry, and in part because of this social media campaign, the process was slowed down.
- Our main focus of the campaign though was shifting the conversation from growth vs no growth to “Wow, Coyote Valley is special, it is what defines SJ as a place, I love Coyote valley” We invited elected officials, scientists, and community leaders to create a 1 minute video about why they love coyote valley. A volunteer from De Anza college posts a few times a week on the page at this point and we are in a holding pattern ready for the next proposal. We also designed a logo, flyer, and bumper sticker for this longer term campaign
- Asked everyone involved to share the page (organizations, members, elected, friends) Shared pictures of people at events in Coyote Valley Bumper stickers, flyer, logo Form to fill out if people want to sign up
- The videos were the biggest outcome. We targeting commmunity leaders and electeds to have a diverse and trusted group of messengers When the next proposal comes up, we will launch a petition to collect even more email addresses. My point is this is really just the beginning.
- Videos were just part of the product. When we asked someone to make a video, all of a sudden our issue is their issue. Tri pod and mic really improved the videos We created a video of a councilmember in Vietnamese and it had more likes and shares than his video in English Experiment, one of our most popular posts… so we boosted it.
- Thanks again for your time. Happy to share this presentation. I encourage you to stay positive and have a good time with your social media efforts. You’ll get so much more done if you’re having fun.s