Member and Community Engagement Program on Healthy, Sustainable Communi9es Using Social Media. April 2016 September 2016

Transcription

1 Member and Community Engagement Program on Healthy, Sustainable Communi9es Using Social Media April 2016 September 2016

2 Member and Community Engagement Program Using Social Media An educa9on event similar to other ULI Educa9on Forums only, Con9nues for months rather than a few hours. Involves many more ULI members in ac9ve roles. Involves and builds rela9onships with like minded organiza9ons. Reaches much further into the public. Conducted both in person (classroom workshops) and in the virtual realm.

3 This program is a vehicle for member involvement and acknowledgement of their contribu9ons to the community: Architects Hawaii Contribu9on: 273 people saw the post 17 people clicked the link to David Miller s ar9cle 13 people liked the post $5.00 of boost money spent (payment to Facebook to drop the post into targeted audiences).

4 This program is a vehicle for community building for ULI Hawaii beyond its members Tom Dinell (ULI Member) Contribu9on: No boost (adver9sing) money spent 7 organiza*ons reposted this on their own pages, greatly expanding the reach

5 The only program ULI Hawaii does that reaches out directly to the public to influence public opinion on development: Example of paid post: $5.00 to reach over 1,000 people. Targeted audience: primarily young families, ac9ve & educated, in urban areas. Purpose is to reach people who are not familiar with the concepts / random. Example of local image and ULI na9onal data (link).

6 Example of how to get message to a wide audience: Boosted Post for $5.00. Also using partners to pitch the post to others by lis9ng their names to alert them of the post. Over 1,000 views of this 40 second video from a ULI Hawaii / City of Honolulu TOD forum in 2014.

7 Example of involving members in the conversa9on to highlight their exper9se as well as expand the reach.

8 Example of how to get message to a wide audience: Using partners to pitch the post to others by lis9ng their names to alert them of the post. Each post like spread the post to followers of the 29 people / organiza9ons that liked it. Paid post to reach further Local image coupled with ULI na9onal research on housing from How Housing Mabers website.

9 Example of partnering to reach a wide audience: Used Dept. of Health (project partner) data to make points Paid post to reach further, but in this case the organic reach (light orange) was much larger because of the 23 people who reacted and thereby spread the post to their friends. Local images were important.

10 Example of responding to comments: Responding to comments is very important. People who engage should be rewarded with your prompt acknowledgement. Nega9ve comments can be gently dealt with.

11 Posts are worded carefully. PRP did many surveys of TOD messaging and presented these to our social media project Example page of presenta*on below. TOD Messages Are Less Effective Then Personal Benefits Messages Now I am going to read you some of the effects that would result from the rail project. On a scale of ONE to TEN, please tell me how favorable each effect makes you feel towards this project, with a TEN being VERY favorable and a ONE being NOT AT ALL favorable. You can use any number from ONE to TEN. Create over 10,000 jobs Reduce air pollution Reduce traffic congestion Reduce commute time Provide residents choices for transportation Provide consumers relief from high gas prices Provide transit hubs near housing & businesses Reduce urban sprawl

12 Use Insights to gauge post effec9veness: How many people are looking at and reac9ng to what. Insights gives many pages of detail.

13 Example of making people feel good to be involved: We found that pos9ng regular great images of Hawaii was important to keep people engaged with our page. This was their reward for gefng the educa9onal messages. Most page likes were because of these kind of beauty shots. Then there were very few unlikes when messages of housing and walking followed in subsequent days.

14 Example of making people feel good to be involved: We found that pos9ng regular great images of Hawaii was important to keep people engaged with our page. 129 post likes 2,573 people reached Post engagement (comments) are very important. It means you are reaching people.

15 Project Commibee included ULI Members and project partners The commibee met several 9mes to brainstorm.

16 Grant included teaching members how to be more effec9ve with social media. July 5 & Aug 29 brown bags with Hawai`i s top social media guru. An9 development / environmental groups tend to have well developed social media networks. Developers fear social media and shy away rather than learn how to use it to their advantage. Does not replace community mee9ngs and other face to face outreach. Does fill a gap in educa9ng the middle group of the public who wants jobs, housing, a future in Hawaii for family and is more open to posi9ve messages on healthy, sustainable development i.e. the majority.

17 Grant included teaching members how to be more effec9ve with social media. 2 classes withhawaii s top social media guru & ULI Hawaii Consultant for project. Neenz Faleafine Pono Media Digital Media Director Ikaika Anderson 2014 campaign Design Thinking Workshop Bank of Hawaii Design Thinking Workshop Kamehameha Schools Strategic consul9ng Mazie Hirono for US Senate Social Media Marke9ng Blue Planet Founda9on Strategic Consul9ng Turtle Bay Resort Curator for TEDxHonolulu Social Media Services Chef Roy Yamaguchi Social Media consul9ng Governor & Mayor s campaigns Speaker: Art of Building Communi9es State Senate, Women in Tech, Young Democrats of Hawaii, UH Manoa.

18 Grant included teaching members how to be more effec9ve with social media. Photo of 1 st social media strategy class

19 Results of the survey to be taken with a grain of sand because recipients decide whether to take them or not. However, the survey itself got a tremendous response to the Facebook page, with a boost in page likes mainly because of the beauty shots.