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Social Media Campaigning for Fairtrade Fruit

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Tim Davies
Tim Davies

Rough notes and slides from a workshop on social media for campaigning with the Make Fruit Fair campaign: http://www.makefruitfair.org.uk

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Social Media Campaigning & Fairtrade Make Fruit Fair Introduction Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Agenda Introductions & aims for the session Social media toolbox Flickr;YouTube; Twitter; Facebook; LinkedIn; SlideShare; NetVibes; etc. Approaches and analytics Planning for action Choose the mix of presentation; hands on; discussions etc. Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Mapping current social media use UK France Germany Czechoslovakia YouTube 7,900 views Facebook Facebook 173 230 (w/ landing page) Twitter 194 (Klout: 34 / 93) Flickr Photos Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Why Social Media for Social Change? Network & influence Engage new Audiences Empower supporters to amplify your message NETWORK ENGAGE EMPOWER Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Conversion, conversion, conversion Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair What’s the journey? Action Change Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Social media toolbox Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Dashboards Keep track of your campaigning... Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Photos NETWORK ENGAGE EMPOWER Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Tell stories Share Gather Adding Narratives Creative Commons Groups Social Media News Mobile & real-time Competitions Release media http://www.flickr.com/search/ http://pressitt.com/ http://creativecommons.org groups/?q=bananas Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Communities and cultures The Internet supports a very long tail... Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Video http://www.youtube.com/watch?v=4k_WfIBbcws Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Video Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Blips Clips Creative Documentaries Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair YouTube annotations Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Getting a video seen... TubeMogul allows you to upload once, but distribute video across many different video sharing sites. It provides detailed analytics on video views across those sites. Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Creating buzz Using buzz Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Twitter 140 characters @ messages D - Direct messages # - Hashtags Tweetdeck Twitpic Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Social Networks Facebook Profiles Groups Pages Apps Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Social Networks Facebook What makes for good Facebook engagement? Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Social Networks Facebook Taking Facebook to your own sites and spaces... Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Social Networks LinkedIn Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Other tools Social reporting Storytelling Slidesharing Mobile Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Don’t forget e-mail Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Segmentation Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Welcome: Help us make fruit fair The chances are you found this page from our Twitter profile. Thanks for stopping by. Make Fruit Fair is campaigning to make a big difference to the fruit trade. We’ll be sharing regular updates on the campaign through our Twitter account and inviting you to get involved. But it’s hard to fit the big picture into just 140 characters on Twitter, so we hope you might also sign up to our e-mail list below. If you want to find out more us: - Read more on the About The Campaign Page - Watch our Campaign Video on YouTube (and share it with your friends!) - etc. We look forward to interacting with you on Twitter and other places through the campaign. Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Welcome: Help us make fruit fair The chances are you found this page from our Twitter profile. Thanks for stopping by. Make Fruit Fair is campaigning to make a big difference to the fruit trade. We’ll be sharing regular updates on the campaign through our Twitter account and inviting you to get involved. But it’s hard to fit the big picture into just 140 characters on Twitter, so we hope you might also sign up to our e-mail list below. If you want to find out more us: - Read more on the About The Campaign Page - Watch our Campaign Video on YouTube (and share it with your friends!) - etc. We look forward to interacting with you on Twitter and other places through the campaign. Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Welcome: Help us make fruit fair The chances are you found this page from our Twitter profile. Thanks for stopping by. Make Fruit Fair is campaigning to make a big difference to the fruit trade. We’ll be sharing regular updates on the campaign through our Twitter account and inviting you to get involved. But it’s hard to fit the big picture into just 140 characters on Twitter, so we hope you might also sign up to our e-mail list below. If you want to find out more us: - Read more on the About The Campaign Page - Watch our Campaign Video on YouTube (and share it with your friends!) - etc. We look forward to interacting with you on Twitter and other places through the campaign. Now... Start Action We could... Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Welcome: Help us make fruit fair The chances are you found this page from our Twitter profile. Thanks for stopping by. Make Fruit Fair is campaigning to make a big difference to the fruit trade. We’ll be sharing regular updates on the campaign through our Twitter account and inviting you to get involved. But it’s hard to fit the big picture into just 140 characters on Twitter, so we hope you might also sign up to our e-mail list below. If you want to find out more us: - Read more on the About The Campaign Page - Watch our Campaign Video on YouTube (and share it with your friends!) - etc. We look forward to interacting with you on Twitter and other places through the campaign. Thanks Now... message E-mail VisitStart website Action Subscribe We could... Promote Video Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Advanced approach Of 45 self-selected organisations surveyed in 2009 Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Advanced approach CRM Of 45 self-selected organisations surveyed in 2009 Split testing Custom lists Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Analytics Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair bit.ly Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair google analytics Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Video analytics:YouTube Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Twitter analytics: Klout Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Sentiment analysis: SocialMention Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Key learning... Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
Social Media Campaigning & Fairtrade Make Fruit Fair Q&A Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011

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Social Media Campaigning for Fairtrade Fruit

  • 1. Social Media Campaigning & Fairtrade Make Fruit Fair Introduction Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 2. Social Media Campaigning & Fairtrade Make Fruit Fair Agenda Introductions & aims for the session Social media toolbox Flickr;YouTube; Twitter; Facebook; LinkedIn; SlideShare; NetVibes; etc. Approaches and analytics Planning for action Choose the mix of presentation; hands on; discussions etc. Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 3. Social Media Campaigning & Fairtrade Make Fruit Fair Mapping current social media use UK France Germany Czechoslovakia YouTube 7,900 views Facebook Facebook 173 230 (w/ landing page) Twitter 194 (Klout: 34 / 93) Flickr Photos Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 4. Social Media Campaigning & Fairtrade Make Fruit Fair Why Social Media for Social Change? Network & influence Engage new Audiences Empower supporters to amplify your message NETWORK ENGAGE EMPOWER Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 5. Social Media Campaigning & Fairtrade Make Fruit Fair Conversion, conversion, conversion Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 6. Social Media Campaigning & Fairtrade Make Fruit Fair What’s the journey? Action Change Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 7. Social Media Campaigning & Fairtrade Make Fruit Fair Social media toolbox Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 8. Social Media Campaigning & Fairtrade Make Fruit Fair Dashboards Keep track of your campaigning... Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 9. Social Media Campaigning & Fairtrade Make Fruit Fair Photos NETWORK ENGAGE EMPOWER Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 10. Social Media Campaigning & Fairtrade Make Fruit Fair Tell stories Share Gather Adding Narratives Creative Commons Groups Social Media News Mobile & real-time Competitions Release media http://www.flickr.com/search/ http://pressitt.com/ http://creativecommons.org groups/?q=bananas Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 11. Social Media Campaigning & Fairtrade Make Fruit Fair Communities and cultures The Internet supports a very long tail... Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 12. Social Media Campaigning & Fairtrade Make Fruit Fair Video http://www.youtube.com/watch?v=4k_WfIBbcws Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 13. Social Media Campaigning & Fairtrade Make Fruit Fair Video Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 14. Social Media Campaigning & Fairtrade Make Fruit Fair Blips Clips Creative Documentaries Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 15. Social Media Campaigning & Fairtrade Make Fruit Fair YouTube annotations Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 16. Social Media Campaigning & Fairtrade Make Fruit Fair Getting a video seen... TubeMogul allows you to upload once, but distribute video across many different video sharing sites. It provides detailed analytics on video views across those sites. Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 17. Social Media Campaigning & Fairtrade Make Fruit Fair Creating buzz Using buzz Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 18. Social Media Campaigning & Fairtrade Make Fruit Fair Twitter 140 characters @ messages D - Direct messages # - Hashtags Tweetdeck Twitpic Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 19. Social Media Campaigning & Fairtrade Make Fruit Fair Social Networks Facebook Profiles Groups Pages Apps Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 20. Social Media Campaigning & Fairtrade Make Fruit Fair Social Networks Facebook What makes for good Facebook engagement? Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 21. Social Media Campaigning & Fairtrade Make Fruit Fair Social Networks Facebook Taking Facebook to your own sites and spaces... Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 22. Social Media Campaigning & Fairtrade Make Fruit Fair Social Networks LinkedIn Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 23. Social Media Campaigning & Fairtrade Make Fruit Fair Other tools Social reporting Storytelling Slidesharing Mobile Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 24. Social Media Campaigning & Fairtrade Make Fruit Fair Don’t forget e-mail Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 25. Social Media Campaigning & Fairtrade Make Fruit Fair Segmentation Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 26. Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 27. Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 28. Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 29. Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 30. Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 31. Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 32. Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Welcome: Help us make fruit fair The chances are you found this page from our Twitter profile. Thanks for stopping by. Make Fruit Fair is campaigning to make a big difference to the fruit trade. We’ll be sharing regular updates on the campaign through our Twitter account and inviting you to get involved. But it’s hard to fit the big picture into just 140 characters on Twitter, so we hope you might also sign up to our e-mail list below. If you want to find out more us: - Read more on the About The Campaign Page - Watch our Campaign Video on YouTube (and share it with your friends!) - etc. We look forward to interacting with you on Twitter and other places through the campaign. Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 33. Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Welcome: Help us make fruit fair The chances are you found this page from our Twitter profile. Thanks for stopping by. Make Fruit Fair is campaigning to make a big difference to the fruit trade. We’ll be sharing regular updates on the campaign through our Twitter account and inviting you to get involved. But it’s hard to fit the big picture into just 140 characters on Twitter, so we hope you might also sign up to our e-mail list below. If you want to find out more us: - Read more on the About The Campaign Page - Watch our Campaign Video on YouTube (and share it with your friends!) - etc. We look forward to interacting with you on Twitter and other places through the campaign. Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 34. Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Welcome: Help us make fruit fair The chances are you found this page from our Twitter profile. Thanks for stopping by. Make Fruit Fair is campaigning to make a big difference to the fruit trade. We’ll be sharing regular updates on the campaign through our Twitter account and inviting you to get involved. But it’s hard to fit the big picture into just 140 characters on Twitter, so we hope you might also sign up to our e-mail list below. If you want to find out more us: - Read more on the About The Campaign Page - Watch our Campaign Video on YouTube (and share it with your friends!) - etc. We look forward to interacting with you on Twitter and other places through the campaign. Now... Start Action We could... Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 35. Social Media Campaigning & Fairtrade Make Fruit Fair Simple approach: Welcome pages & supporter journeys Welcome: Help us make fruit fair The chances are you found this page from our Twitter profile. Thanks for stopping by. Make Fruit Fair is campaigning to make a big difference to the fruit trade. We’ll be sharing regular updates on the campaign through our Twitter account and inviting you to get involved. But it’s hard to fit the big picture into just 140 characters on Twitter, so we hope you might also sign up to our e-mail list below. If you want to find out more us: - Read more on the About The Campaign Page - Watch our Campaign Video on YouTube (and share it with your friends!) - etc. We look forward to interacting with you on Twitter and other places through the campaign. Thanks Now... message E-mail VisitStart website Action Subscribe We could... Promote Video Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 36. Social Media Campaigning & Fairtrade Make Fruit Fair Advanced approach Of 45 self-selected organisations surveyed in 2009 Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 37. Social Media Campaigning & Fairtrade Make Fruit Fair Advanced approach CRM Of 45 self-selected organisations surveyed in 2009 Split testing Custom lists Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 38. Social Media Campaigning & Fairtrade Make Fruit Fair Analytics Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 39. Social Media Campaigning & Fairtrade Make Fruit Fair bit.ly Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 40. Social Media Campaigning & Fairtrade Make Fruit Fair google analytics Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 41. Social Media Campaigning & Fairtrade Make Fruit Fair Video analytics:YouTube Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 42. Social Media Campaigning & Fairtrade Make Fruit Fair Twitter analytics: Klout Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 43. Social Media Campaigning & Fairtrade Make Fruit Fair Sentiment analysis: SocialMention Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 44. Social Media Campaigning & Fairtrade Make Fruit Fair Key learning... Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011
  • 45. Social Media Campaigning & Fairtrade Make Fruit Fair Q&A Practical Participation - tim@practicalparticipation.co.uk | @timdavies | February 2011