1. Staff roles in advocacy Pam Kan-Rice Cynthia Kintigh Karl Krist ANR Statewide Conference April 28, 2009

2. Agenda What is advocacy? What is advocacy? What is a brand? What is a brand? What is the ANR brand? What is the ANR brand? Telling ANR stories Telling ANR stories Social media strategies Social media strategies

3. What is advocacy? The act or process of advocating or supporting a cause or proposal The act or process of advocating or supporting a cause or proposal Educating Educating Building relationships Building relationships Creating a positive impression Creating a positive impression Being a brand ambassador Being a brand ambassador

4. ANR Clientele Voters Family, Friends, Colleagues POLICYMAKER$

5. “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

6. Power of the Web Domino's employees post a web video showing themselves apparently defacing pizza toppings. 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. 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. The errant employees were fired and warrants were issued for their arrest.

7. Brand A brand is an association, created in the mind of a potential customer, between a particular make of product and a desired characteristic.

8. A brand is … everything a company does everything a company does the information you want to communicate to your customers the information you want to communicate to your customers and the information you communicate despite yourselves and the information you communicate despite yourselves

9. What do these brands mean to you?

10. 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

11. Telling ANR stories Manuel Cisneros Manuel Cisneros Carmelitos Community Garden Carmelitos Community Garden

12. What makes you proud of your work?

13. Any online technology or practice that people use to share content, opinions, insights, experiences, perspectives and media. Examples of social media applications: What is social media?

14. Examples Blog Blog Facebook Facebook Twitter Twitter YouTube YouTube

15. Social Networking Builds online communities of people who share interests and activities. 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. Most social media provide ways for users to interact, such as e-mail, instant messaging and posting services.

16. We can use social media to… Share our message. Share our message. Broaden our audience. Broaden our audience. Recruit new members; make new friends. Recruit new members; make new friends. Share knowledge. Share knowledge. Get information from others. Get information from others. Build communities of shared interests. Build communities of shared interests.

17. Blogs UC ANR Site Builder Blog UC ANR Site Builder Blog UC ANR Site Builder Blog 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 https://ucanr.org/portal

18. Blogs - Tips Entries should be short…~200 words – 750 words. Entries should be short…~200 words – 750 words. Entries should be posted 1x-2x a week. Entries should be posted 1x-2x a week. Provide hyperlinks to referenced and sourced topics/sites. Provide hyperlinks to referenced and sourced topics/sites. Share writing responsibilities. Share writing responsibilities. Cross post; post on other blogs; recycle and reuse content. Cross post; post on other blogs; recycle and reuse content.

19. Bug Squad blog by Kathy Keatley Garvey

20. Facebook Victory Grower Victory Grower University of California Division of Agriculture & Natural Resources University of California Division of Agriculture & Natural Resources

24. Twitter Twitter is free. Updates known as tweets - text-based posts of up to 140 characters long. 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. 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. Users can receive updates via the Twitter Web site, instant messaging, blog feeds (RSS), e-mail or through applications such as Twitterrific or Facebook.TwitterrificFacebookTwitterrificFacebook

27. 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).

28. YouTube YouTube is a video-sharing Web site YouTube is a video-sharing Web site ANR and California 4-H have channels ANR and California 4-H have channels Users can upload, view and share video clips – film, videoblogging, music, etc. Users can upload, view and share video clips – film, videoblogging, music, etc. Owned by Google and searchable Owned by Google and searchable Easy-to-use, accessible, widely used Easy-to-use, accessible, widely used

29. YouTube: Uses Great place to post how-to video clips on gardening. Great place to post how-to video clips on gardening. Can organize groups of video clips into a library for reference. 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. Can “tag” videos and promote by providing links on other sites such as Facebook, etc.

30. How can you be a brand ambassador?

31. Thank you!