California Youth Connection Social Media Strategic Plan Big Goal: The big goal of CYC Social Media Strategic Plan is to engage 5,000 Foster Youth in the mission and resources of CYC—specifically to make youth aware of AB-12 which extends the resources of the foster care system to youth until the age of 20. Social Media will meet youth where they are, which is online, and provide opportunities for real life interaction offline. Generally, the CYC Social Media Strategy focuses on implementing social media tools with CYC Staff, CYC Chapters, CYC Supporters, & CYC Community Partners in a UNIFIED and CONSISTENT manner. CYC Staff CYC Staff should be trained in Facebook,Twitter, and LinkedIn outreach. While all staff do not have to be on these sites, if they are the profiles should reflect the following:
Twitter o Bio should mention Position Title and @CalYouthConn Handle o Tweets related to CYC events should use the hashtag #CYC4AB12 Facebook o Like the FB Page o Recommend The Page To Others o Forward Local Events & Resources to theo@calyouthconn.org LinkedIn o Include Website In Profile
Staff will watch Joshua Waldman Training Video CYC Chapters Chapter Members should complete media release forms so that their images can be used on the CYC website, videos, and images. Chapter Chair should appoint Communications Lead to maintain contact with SMC and SMIs
Twitter o Bio can mention “Member @CalYouthConn “ o Follow @CalYouthConn o Tweets related to CYC events should use the hashtag #CYC4AB12 Facebook o Like the FB Page o Recommend The Page To Others o Forward Local Events & Resources to theo@calyouthconn.org o Chapter FB Pages should be linked to main CYC Page
G+ Hangout: Use “On Air” Feature to Stream to Group Homes to gain interest and participation.
Chapter Google Docs accounts? – Suggested by Matthew McWilliams Sac Chapter Universal Member Username/Password Chapter Histories??w
CYC Supporters
CYC Community Partners YPT Trainers Action Network Lockerz, Inc. [Potential] Young Visionaries [Potential] BBBSLA [Potential] Interns Social Media is at its core interactive. CYC Social Media Interns will virtually aid and assist the Social Media Coordinator—serving as liaisons to NorCal, Bay Area/Central Valley, and SoCal. The ideal candidates will be qualified as such: Film &Video. Candidate has experience shooting video with Flip Cams or other video cameras and basic editing [iMovie, Windows MovieMaker, Final Cut]. Graphic Design. Candidate has experience with image editing software like Photoshop or similar online outlets. Event Planning. Candidates will work with chapters to coordinate and facilitate online and in person events. Interns will work remotely 10hr/week. Must access to computer w/webcam for Skype or Google Hangouts. Must have a flexible schedule and ability to work independently including evenings and weekends. Candidates will submit a link to a YouTube video titled “CYC Social Media Intern: Your Name” by June 30, 2012 5pm PST. Video should be 1-3 minutes in length. Please answer the following questions: 1. What qualifies you or makes you the ideal SMI? 2. How do you feel that CYC can use social media most effectively?
3. If you had to pitch CYC to a potential member what would you say? Potential candidates will be asked to submit a resume, writing sample, and attend online interview with the Social Media Coordinator All video links should be emailed to theo@calyouthconn.org Branding
“Official” Photos should be marked with Chapter Logos. Chapter Officers and Members should create CYC Card Cloud Business Cards to assist with networking.
Immediate Action Steps Survey all chapters to determine best method of communication [E-mail, FB, Twitter, Txt Message] Gather List of all current and past Community Partners Gather Photos in one DropBox for easy access.
Social Media Coordinator
SMI
SMI
SMI
YouTube
Instagram/Tumblr Twitter
YouTube/ Strategic Plan Promote YouTube Channel Use CYC Logo in YouTube Channel Profile and/or Background CYC PSAs: Chapters to develop 30sec- 1:00 minute PSAs highlighting their efforts to address specific challenges in their local areas. Create Bio Episodic Series [3-5 minutes each] “CYC: Our Stories� highlighting specific youth within the organization. Goal: 7 Episodes Create CYC Staff Videos: These videos introduce the staff, describe their roles, and encourage others to join the movement. CYC Docs: Document a major event/project from start to finish.
Other Resources CYC on Campus
Community Events LA Pride Best Buddies challenge sept. 8 2012 Frameline 36 SF International LGBT Film Festival June 14-24 th
4 of July 5k http://laraces.com/race/11165
August 5 2012 http://centralcoastcancerchallenge.com/runwalk-events/ Spirit of LA: http://laraces.com/race/11169 Love Share 5k http://laraces.com/race/4547 Olympics Watch Party:
A.F.T.E.R. 18: Affirming Fosters to Transition Empower, and Realize A.F.T.
The California Youth Connection Social Media Campaign July 2012 Report
Big Goal: The big goal of CYC Social Media Strategic Plan is to engage 5,000 Foster Youth in the mission and resources of CYC—specifically to make youth aware of AB-12 which extends the resources of the foster care system to youth until the age of 20. Social Media will meet youth where they are, which is online, and provide opportunities for real life interaction offline. This report details statistics from various CYC social media platforms from July 1 2012 to July 31 2012. Additionally, the report will review strategies and outcomes used during the 2012 Summer Leadership and Policy Conference which was held August 3-6 2012.
From July 1st -July 31st 30% of the likes on the Facebook Fanpage (www.facebook.com/calyouthconn) were in the 18-24 age demographic. On July 1st there were 765 LIKES on our Facebook Fan Page. By the end of SLPC the CYC Fan Page had 839 LIKES for a total of 74 new LIKES.
There were two featured campaigns during the month of July including: “Make The Ascent: Climbing Mt. Shasta” and “I am AB-12”.
The picture of CYC members reaching the summit of Mt. Shasta went Viral. On July 23rd when the picture was released 677 unique people viewed the photo. The “I AM AB-12” campaign was the first campaign that required the CYC Fans to take action. To participate, fans simply had to create signs that stated, “I am AB-12” or “I support AB-12”. Initial campaign photos, including the Facebook Cover photo for the week of 7/24 were submitted by Social Media Interns JazminAlverenga (Fresno Chapter) and Danielle Martin (LA Chapter) o An “I SUPPORT AB-12” picture of staff member Jenny Vinopal reached 519 unique people o An “I SUPPORT AB-12” picture of SLPC Facilitators reached 676 unique people. o An “I AM AB-12” picture of the CYC LA Chapter reached 877 unique people.
As stated in the June report, there has been a greater response to posts when pictures are included in addition to an informative link. In the month of July:
The picture and story of Reese Hoffa, a former foster turned Olympian reached 1,936 unique people. The picture of two LA Chapter members “imprisoned” reached 1,364 unique people after being shared 16 times.
Summary Facebook remains the hub of CYC Social Media Strategy. Through the Facebook Fan Page CYC members, supporters and community partners access up to date information on a local and organizational level. With the addition of customized tabs in the home page, there is also instant access to the CYC Twitter Feed and YouTube Channel.
The 2012 Summer Leadership and Policy Conference Social Media Strategy From a social media perspective, the summer conference provided the ideal fusion of in-person action and online interaction. The Social Media objectives of the conference were: Objective 1: The Integration of “Live” Tweeting, Tumblr, and Instagram. Outcome:Prior to the conference, Social Media InternJazminAlverengacoined the hashtag#DreamWaves which was used throughout the conference. In addition, intern Cyrstaldel Valle developed the idea of a Social Media Scavenger Hunt which would provide incentive for CYC members to engage with the organization on all of its platforms. During SLPC Registration, members continued the “I SUPPORT AB12” photo campaign. Previously limited just to Facebook, this campaign was simultaneously uploaded to both Twitter and Tumblr in real time. Using Tumblr, youth can also share their personal stories, reflections, and creative writings. Here are some conference stats:
79 Photos via Instagram [@CALYOUTHCONN] 4 Youth Stories via Tumblr [CALYOUTHCONN.TUMBLR.COM] Prior to the conference @CALYOUTHCONN had less than 100 tweets and followers. Post conference, there are 141 FOLLOWERS AND 398 tweets.
Objective 2: Increase visibility of AB-12 Outcome: Over 25 individuals (Youth, Supporters, and Staff) participated in CYC PSA booth. From 10am-5:30pm a film crew asked a variety of questions including: “What is CYC?” “Why should someone become a member/supporter?” “What difference do you want to make?” amongst others. Each interview ended with participants saying “I AM/SUPPORT AB-12”. Several members also participated in Spanish as well. The footage will be edited into a 2-3 minute feature piece, 1 minute YouTube campaigns, and 30 second TV spots. The pieces should be ready by August 31. Conference Summary & Conclusion Overall, there was an excitement that social media was available at the conference. Many youth and supporters were excited by the variety of ways to connect to CYC. Moving forward, it is recommended that social media is integrated as a reflection tool within workshop facilitation (Ex. Instead of writing a thought on paper tweet it!). Before this integration can happen, youth, facilitators, supporters and staff should be trained on ‘How To Use Twitter at a Conference’ Social Media is all about instant gratification. The next conference should feature projectors that display CYC Social Media sites in real-time being updated which in itself is a motivation for the audience to participate.
Online Training Videos via Screenr It is important that youth, supporters, and staff receive tips, tricks, and pointers on how to interact with CYC online as well as general social media Do’s and Don’ts. Here is an example of a potential staff member training: How to upload photos & create albums for a FB Fan Page. Next Steps& Goals:
25 Youth Stories featured on Tumblr Reach 1000 Fans on FaceBook Two Live Tweet/Instagram/Tumblr Events