SocialMediaActivism

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Campaigning with Social Media

Here are some basics.

Loads of great books on the subject: https://cloud.ecocounts.community/f/29861

Campaign Elements

  • define your goals
  • choose your audience(s)
  • target other group/club/society e.g. nature, engineering, astronomy
  • do you want people to join up / do you just want followers
  • create your group / club / society with contact email / instagram handle
  • sympathetic contact with staff member
  • roles - topic creation, image & graphics, posting, engagement & follow-up
  • decide on a posting schedule with a rhythm
  • Spread the word via flyers on noticeboards, other social media channels
  • blog take-over / editor for the week at school, other organisations, EcoCounts
  • Recycle posts on Instagram to other platforms – make an image into a video for Tiktok
  • real life newsletter / newspaper - one per term? - collaborate with any other
  • Warning! Don't become a slave to your phone

Planning a Post

Instagram fundraising: https://mediatrust.org/resource-hub/instagram-fundraising-toolkit/

Youtube: https://mediatrust.org/resource-hub/create-videos-with-youtube/

Creating content: https://mediatrust.org/resource-hub/creating-impactful-content-for-social-media-that-tells-your-climate-story/

More content overview (from crowdfunding perspective): https://www.crowdfunder.co.uk/stories/how-to-nail-your-project-video

Creating a post

Components of a new post:

  • Get an image
  • Create topic / content / caption
  • Use a fact – interesting / surprising / shocking
  • Brand consistency - font, colours, logo
  • Voice – consistency again
  • Audience – make it relevant
  • Call to action
  • How often are you going to post
  • what hooks to people's lives does it have - calendar dates, events, current issues, memes

Finding Images

free image libraries

If you are really stuck, you can grab a screenshot from a good video to provide a low res image.

Creating Content Ourselves

Record some video with a “question of the week”. Great way to easily capture a library of video content for use on social media.

They could just be simple things like:

- What's the greenest thing you did this week?

- What’s your best tip for reducing your footprint?

Or a bit more informative as a way to share eco-counts info:

- What’s the the four areas of impact the eco-counts model looks at?

- How does the carbon credits model work?

Notes and Write-ups

Lots of PDFs: https://cloud.ecocounts.community/f/33015

Cold Outreach to Individuals

https://creatoreconomy.so/p/how-to-write-cold-emails-and-dms

  1. Create a hook (commonality)
  2. Establish credibility
  3. Add value (offer something)
  4. Make a low effort ask
  5. Follow up

Video Skills

https://www.crowdfunder.co.uk/stories/how-to-nail-your-project-video

How to shoot selfie movies for Youtube on your smartphone CrispTVLondonUK

How to make a crowdfunding video?

Regular Comms Tasks

  • update old pages on website
  • seek out other websites who might backlink to ecocore.org
  • social media posts
  • social media interactions

Patreon

  • emotional narrative - no material benefits - engage patrons personally
  • schedule promotional stuff
  • formal invitations: what am I doing? why support me? campaign to reach £500.
  • What does a patron want?
  • What's the external problem they are dealing with?
  • What's their internal problem? (How is the external problem making them feel?) getting left behind by technology
  • What empathetic statement can your brand make toward the patron's internal problem?
  • Why are you an authority to solve the patron's problem?
  • What's your plan to ease your patron's fear and confusion?
  • What is the direct call to action?
  • What does life look like for the patron if you solve their problem?
  • offer a EcoCounts carbon footprint profile
  • Personal photo/mugshots

https://blog.patreon.com/6-membership-based-business-models-you-can-use-on-patreon-today

https://blog.patreon.com/creator-launch-guide

https://blog.patreon.com/how-easy-allies-became-one-of-the-highest-earning-creators-overnight

https://blog.patreon.com/creating-an-engaged-fan-base-creator-101-with-peter-hollens

Website

icons & symbols https://icons8.com/icons/set/houses--static--yellow

https://contrastchecker.online/ for contrast accessibility

https://www.toptal.com/designers/colorfilter?orig_uri=https://ecocore.org&process_type=grey

https://www.webaccessibility.com/

https://search.google.com/test/mobile-friendly

Brand guidelines - colours, fonts, key words, tone of voice

Compare the competition:

Key Words

Funnel broad -> specific keywords:

https://neilpatel.com/blog/#p-152640

https://www.skillshare.com/classes/Marketing-on-a-Shoestring-How-to-Promote-Your-Business-on-a-Tight-Budget/874367962

https://www.jeffbullas.com/10-content-marketing-mistakes-that-the-amateurs-make/

- find a unique keyword (branding) e.g.

quotas

EcoCounts

carbon currency

- Ubersuggest can show competitors & their keyword alternatives https://app.neilpatel.com/en/pricing

Backlinks - Ubersuggest https://neilpatel.com/blog/10-tools-that-will-get-you-more-backlinks/

Content hub strategy

SEO & website optimisation

Newsletters

  • environmental
  • climate change
  • carbon footprint
  • renewables
  • renewable energy
  • clean energy
  • decarbonise
  • emissions offsets
  • personal carbon trading
  • carbon rationing

Search engine algorithm:

  • relevancy
  • trust
  • speed

Blogging

Fact checking: https://www.journalism.co.uk/news/resources-to-help-with-verification/s2/a753949/

Key words: https://app.wordstream.com/fkt/app

Title: https://neilpatel.com/blog/the-step-by-step-guide-to-writing-powerful-headlines/

Tips on style: https://wordpress.com/go/content-blogging/mastering-descriptive-language-how-to-create-powerful-content/

https://www.grammarly.com/blog/how-to-write-a-short-story/

https://www.words-to-use.com/

https://hemingwayapp.com/

Content:

1. Data

2. Insight

3. Expert opinion

4. Relevant

5. Positive action

6. Info-graphic

Push out content to big media platforms - build up contact list of journalists

It takes 8 pieces of content to persuade somebody to donate! They: get to know you; get to like you; get to trust you.

Podcast -> article -> social media snippets

What to cover:

- answer all possible objections

- one at a time, bite sized chunks

- key issues - what content to produce - based on SEO keyword strategy such as https://answerthepublic.com/reports/7104644d-7d6e-412e-b091-5046c77b519a

- longer text can be stories to make dry academic stuff sound more realistic

Outreach - provide content for digital PR - big media outlets linking back will boost page rankings

https://analytics.google.com/analytics/academy/profile

https://www.hashtags.org/

https://emojipedia.org

https://yaytext.com/bold-italic

Daily Output

Promoting Workshops

  1. Book workshop space with Space4
  2. Update Eventbrite or climatefresk.org
  3. Update EcoCounts website
  4. Tweet
  5. Linkedin
  6. Ask for retweets
  7. Slack channels
  8. Newsletter

Daily SocMed

Find the most relevant story per day from Carbon Brief, Carbon Pulse, anywhere onto our SM

1. Pick up on any climate deniers / high emissions advocates

2. Figure out the relevant [hashtag](https://www.hashtags.org) - [how-to](https://mashable.com/2013/10/08/what-is-hashtag/)

3. Images

4. Any really hardcore stuff - put link / graphic into website text

5. Ideas for more onto Trello Social Media Review list

Weekly or Monthly Output

1. Articles for blog, linked-in, etc.

2. Short-form video - tiktok, insta

3. Longer-form video - youtube/vimeo

3. Discussion format podcast/Youtube

Recycling

  1. Optimise for the best quality. Check out what pages don't get traffic via google console. Delete out-of-date, irrelevant stuff.
  2. Look at old pages that need updating. Compare traffic for last 30 days against 1 year ago. What lost a lot of traffic? Keep it fresh. What terms are they ranking for? Type them into google, see what other pages are ranking better for the terms and why, then upgrade the old page
  3. Combine related pages
  4. Outreach - cite sources. link out to them and ask them to post the page to their social media
  5. Collect email addresses - offer HHGTCC
  6. Ubersuggest backlinks opportunity report: shows websites linking to 3 competitors - try to get them to link to EcoCore
  7. Internal linking - link up new blog posts from old blog posts
  8. Subscribers tool - push notifications on people's browsers if they don't want to subscribe

Media and Newswires

Press releases: who what when where why how? https://pr.themanufacturer.com/the-importance-of-who-what-when-where-why-and-how-5w1h-in-press-releases/

Interest arises from: relevance; positive action; data insights; quote from expert. (Josh Tulip!)

Images

Royalty-free:

https://www.pixabay.com/

https://www.pexels.com/

https://stocksnap.io/

https://unsplash.com/

https://www.flickr.com/ some only

https://commons.wikimedia.org/wiki/Category:Images

Paid:

https://www.shutterstock.com/

https://realutopien.info/visuals/

NGOs:

https://climatevisuals.org/wikipedia-collection/

https://yaleclimateconnections.org/2021/09/how-to-effectively-show-climate-change-in-25-images/


and of course anything creative commons

https://www.canva.com/ for editing

Copyright check: https://tineye.com/ or https://images.google.com/

Video Libraries

https://www.openplanet.org/

Graphics & Data

https://leap.eco/2020/04/30/how-to-present-data-why-infographics-are-the-best/

Marketing, Comms and PR


SEO

https://rankmath.com/blog/power-words/

https://rankmath.com/kb/score-100-in-tests/#sentiment-in-a-title

Newsletter Mail Campaign Example - Take the Jump : see https://cloud.ecocounts.community/f/40350

Social Media Channels

https://www.youtube.com/watch?v=IzzZw6buzCo - Andrew Davis whole day recording of social media training

Schedule so-me posts for a regular flow - Buffer

Calendar - e.g. sailing from Newhaven to Portugal for wine cargo

Use wikipedia, reddit, quora - these have many links and are highly rated by google (Neil Patel)

Reddit

r/AMA

Twitter

https://cards-dev.twitter.com/validator

Who follows who: https://doesfollow.com/

http://fllwrs.com/

https://analytics.twitter.com/user/adamecocore/home

https://tweepi.com/

https://tweepsmap.com/dash/followers

Superpowers for Twitter 2f595c0e-373d-4384-90ad-795bde945a1d

Twitter campaign:

  • tweet can be:
    • own content
    • quoted retweets commenting on headlines
    • fundraising - buffer them up in advance
  • make relevant and timely based on:
    • calendar events in year (earth day, world ocean day etc)
    • relevant hashtags
  • join twitter chats (find one first)
  • study what good accounts do - Royal Academy, Greenpeace, Great Ormond Street, Blueprint for All.

Linkedin

http://www.linkedintraining.net/scc/

See infographic https://cloud.ecocounts.community/f/6434

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