Presented at the OEC's Legislative Summit 2012. by Jennifer Doron. By now we are all familiar with social media. The names at least: Facebook, Twitter, Foursquare, LinkedIn, and hundreds more. But how do we harness the numbers of people engaged online - and their incredible power - to produce positive, lasting change for the environment?

1. Using Social Media
to Motivate Change
Legislative Summit 2012
Jennifer Doron
Director of Marketing
& Communications

2. 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

3. One of Many
Print Email-based Web-based Mobile
Newsletters E-mail Website Mobile website
Flyers E-newsletters Blog Text messaging
Event Invitations Action alerts Social media More..
Brochures Evites RSS or other feeds
Annual Reports E-appeals Bookmarking sites
Letters/Appeals More… More…
More…

4. What is your goal(s)?
Quality / quantity
Engagement is not a goal
Action is a goal
Moving the needle

5. You Can’t Do it All
Prioritize according to goals
Assess resources
Trial & error
No one’s an expert

6. 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.

7. 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)

8. 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

13. 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 ***

14. 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 Ohio Environmental Council
1207 Grandview Avenue, Suite 201
Columbus, OH 43212
(614) 487-7506
www.theOEC.org