Transcript Social Media - UC Agriculture & Natural Resources

Staff roles in advocacy
Pam Kan-Rice
Cynthia Kintigh
Karl Krist
ANR Statewide Conference
April 28, 2009
Agenda
What is advocacy?
 What is a brand?
 What is the ANR brand?
 Telling ANR stories
 Social media strategies

What is advocacy?





The act or process of advocating or
supporting a cause or proposal
Educating
Building relationships
Creating a positive impression
Being a brand ambassador
ANR
Clientele
Voters
Family, Friends,
Colleagues
POLICYMAKER$
“I've learned that people will forget
what you said, people will forget
what you did, but people will never
forget how you made them feel.”
-- Maya Angelou
Power of the Web



Domino's employees post a web video
showing themselves apparently
defacing pizza toppings.
After a blogosphere firestorm, the
video went from 20,000 views on
YouTube to 760,000 views in 1 day.
The errant employees were fired and
warrants were issued for their arrest.
Brand

A brand is an association, created in the
mind of a potential customer, between a
particular make of product and a desired
characteristic.
A brand is …



everything a company does
the information you want to
communicate to your customers
and the information you communicate
despite yourselves
What do these brands
mean to you?
What is the ANR brand?
 The bridge between local issues and UC
research
 Practical, non-biased research that people
trust
 Part of the community
 Participatory model
 Leader and coordinator of group efforts
 Provider of service where private industry
can’t/won’t
Telling ANR stories


Manuel Cisneros
Carmelitos Community Garden
What makes you proud of
your work?
What is social media?
Any online technology or practice that people
use to share content, opinions, insights,
experiences, perspectives and media.
Examples of social media applications:
Examples




Blog
Facebook
Twitter
YouTube
Social Networking


Builds online communities of people
who share interests and activities.
Most social media provide ways for
users to interact, such as e-mail,
instant messaging and posting
services.
We can use social media
to…






Share our message.
Broaden our audience.
Recruit new members; make new
friends.
Share knowledge.
Get information from others.
Build communities of shared interests.
Blogs

UC ANR Site Builder Blog
– UC ANR tool. Free. Easy-to-use.
– blogroll lists all ANR blogs sites.
– Go to portal
https://ucanr.org/portal
Blogs - Tips





Entries should be short…~200 words – 750
words.
Entries should be posted 1x-2x a week.
Provide hyperlinks to referenced and
sourced topics/sites.
Share writing responsibilities.
Cross post; post on other blogs; recycle and
reuse content.
Bug Squad blog by
Kathy Keatley Garvey
Facebook


Victory Grower
University of California Division of
Agriculture & Natural Resources
Twitter



Twitter is free. Updates known as tweets
- text-based posts of up to 140 characters
long.
Updates are displayed on user's profile page
and delivered to other users who have
signed up to receive them.
Users can receive updates via the Twitter
Web site, instant messaging, blog feeds
(RSS), e-mail or through applications such
as Twitterrific or Facebook.
Twitter: Uses




Info must be relevant
Announce new blog postings
Remind people about events
Generate BUZZ (Barack Obama’s
campaign made extensive use of Twitter
& other social networking tools).
YouTube





YouTube is a video-sharing Web site
ANR and California 4-H have channels
Users can upload, view and share
video clips – film, videoblogging,
music, etc.
Owned by Google and searchable
Easy-to-use, accessible, widely used
YouTube: Uses



Great place to post how-to video clips
on gardening.
Can organize groups of video clips into
a library for reference.
Can “tag” videos and promote by
providing links on other sites such as
Facebook, etc.
How can you be a brand
ambassador?
Thank you!