Leigh-Chantelle from Viva la Vegan! gives her Marketing Yourself and Veganism Online presentation at the Animal Activists Forum. Saturday 15 October, 2016 Southport, Australia The blurb: Being vegan is not enough, we need to be using our skills to promote the positive and inclusive elements of the vegan lifestyle every chance we get. Leigh-Chantelle shares her expertise on how to effectively use our time to promote the core ethics of veganism online, and inspire others to become more effective activists in every possible arena. Learn more about working together, dealing with trolls, online etiquette and leading by example from a 20-year vegan veteran. Find out more about how you can help promote and market yourself, your product, your brand or your vision for a better world using Social Media and other means online.

1. Leigh-Chantelle
Viva la Vegan!
Marketing Yourself
& Veganism Online Animal Activists Forum: 15 Oct, 2016
Source: dingo.care2.com

2. My Background
Involved in marketing and promotion for years
Music promotion since 2001
Events & Festivals since 2009

3. My Background
Content Creation & Social Media since 2009
NOW Appraisals, Consulting & Training for Events, Businesses & Corporate
Give lectures, workshops, coaching on:
• Online Marketing & Social Media
• Online Etiquette & Effective Communication
• Tech Tips & Online Security
• Writing and Releasing your own Book or eBook
• Vegan Health & Lifestyle
• Staging Effective Events & Engaging Volunteers

4. VivalaVegan.net since 2005
Started in 2005
10 years of Blogs, Articles,
Podcasts, Videos, Interviews,
Recipes, How-to Videos,
FAQs, Talks etc
Giving Vegan Lifestyle talks
for over 10 years

5. Books & eBooks
NEW Vegan Athletes Book
Many other print books &
eBooks
VeganAthletesBook.com

6. So Many Tools
Many tools to give a voice to help you achieve your goals
Activism, Marketing & Promotion has never been more prevalent and easier
Effective activism skills and tools offline
One of the best ways to get your message out is online - Especially on Social Media
Utilising our skills, interests, passions, qualifications and expertise to promote
veganism as best we can
Don’t underestimate your ability to encourage others to be involved with creating
the change we are all aiming for

7. Social Media Sites
Source: toptensocialmedia.com

8. Then & Now
BEFORE NOW
Press release
Targeted to the media
Write article
Read by consumers
Social Media
Links individuals
Select what they want
Who they trust
Before they read
Source: Conductor Slideshare, Phil Fernandez CEO of Marketo

9. What’s So Great?
Social media focuses more on the process and not just the outcome.
Social media recognises the power of a creative network and not a strict hierarchy
Less formal and more engaging
Mostly cost-saving
Promote your idea and your passions
Build an online community of followers
Video cameras, editing software, microphones, computers and laptops are now affordable
Gives many more people the opportunity to create, edit and spread information more easily
and cheaply

10. Influence
Social media controls the influence of public opinion
No longer do people look only to the government, teachers, parents, church and
the mainstream media for advice
Turn to advice from their peers,
celebrities, and the most vocal
people online
Source: fifthring.com

11. What Channel Should I Use?
Facebook: 1.71 billion users
Flickr: 112 million users
Google+: 300 million users
Instagram: 400 million users
LinkedIn: 300 million users
Periscope: 10 million users
Pinterest: 100 million users
Reddit: 36 million accounts
Snapchat: 100 million users
Twitter: 320 million users
WhatsApp: 900 million users
Youtube: 1 billion+ users
Stats: brandwatch.com March 2016

12. Top Social Platforms in Australia

13. How?
Commit to: Create - Schedule - Post & Interact
Create and share high-quality, relevant, and shareable content
Share online content that matters to you and to others in your arena
Provide value to your readers
Focus on relevant and up to date information
Share on a regular basis
Have something meaningful to say - know your topic & audience well
Think outside the square - have a unique focus or approach

14. Focus on Visuals
People learn more from Visuals
Visual Content much more likely to get shared
If you can show something, do this instead of telling
Create ORIGINAL and BRANDED visual content - PicMonkey.com
Watermark your images before you share them.
Instagram, Pinterest especially - don’t forget Twitter and FaceBook

15. Your Own Content
Create high-quality content that can’t be found elsewhere
Sharing this regularly – at least every couple of days
People will come to see your posts
Become an expert in your industry
People will trust you
People come to you for the things
they can’t get anywhere else
They will share your content &
bring more fans and followers to you
Source: creativeengland.co.uk

16. Digital Assets

17. Be Pro-Active with Engagement
Ask more questions, respond more often
Offer promotions to your followers or
discount codes, giveaways, contests.
Shorter posts
Use + and @ to connect with others
Join communities and groups
See what’s trending and popular
Collect email addresses
Source: telerx.com

18. Value?
People now simply post and run with no interaction
Social media platforms overrun with content that doesn’t matter
Before posting something, ask yourself:
Is it really beneficial to anyone?
Will people get something out of it?
Will people want to share?
Source: socialreviewgroup.com

19. Share & Share Some More
If you have group of people or band, take turns posting and responding on your pages eg
Mondays is Dave’s turn, Tuesdays is Sharon’s turn etc.
Schedule updates – HootSuite – also on FaceBook
Use tools to measure Return On Investment (ROI) eg Google Analytics, Shares,
Comments, Likes, +1s, re-tweets etc
Share Visuals, Events, Teach & Sell
Share your Social Media profiles on other SM channels
Link to all your channels on your website, email signature, mailing list
Encourage likes, +1s, re-tweets
Whatever you create online, remember to cross-promote your work everywhere online
e.g. your blog/website, e-newsletters, forums, podcasts, social media websites, and videos

20. How Do I Connect?

21. Ideas for Shareable Content
Create Conversation - ask questions that will engage your fan base and
encourage answers.
Educate and Inform - share podcasts, transcripts, eBooks, facts, lists/top 10,
how to’s and reviews.
Share Visuals - upload photos, images, infographs, videos, eBooks and
presentations.
Link to your website - share blogs, articles, online store, recipes etc from your
own website.
Gauge Opinions - ask your fans for their opinions and feedback on
upcoming, new or existing products or services.
Entertain - share podcasts, videos, presentations and music.
Be Inspirational: upload quotes, music and fascinating facts.

22. Share Something Different Each Day

23. Other Ideas
Blog/Website
Articles
Cross-promotion & Guest writing
Interviews and articles
Recipes
Mailing List/Subscribers
Reviews
Videos and Visuals
Forums/Groups & Discussions
Mentoring
Q&As
Podcasts/Audio
Books

24. Be Consistent
If you are lazy, this is unfortunate as the culture asks a lot from individuals.
Updating regularly, allowing others access to your life, being online to answer
questions, continuing on with developing your community, reaching out to others
and more.
You need to have good time management skills and keep topics up to date.
Set expectations of when you or your team will be online and when you will respond.
Post regularly, not as often as possible.
Whenever you decide to post, remember to be consistent.
It’s better to post once a week than posting every day for three weeks and then not at
all.

25. Set Your Goals & Commit
Have clear goals with exactly what you want to achieve.
Know your audience and where they are online.
Be realistic with what you can commit to – and stick to it.
Combine your own website, email marketing and paid marketing with
your Social Media postings.
Be persistent and be patient when building your online community.
It takes at least 6 months to develop an online position – but
realistically it’s more like 1-2 years.

26. Create Your Tribe
Email is still the best way to convert customers - offer free eBooks,
links on your Social Media and website
Build your Digital Assets
By creating your own content, you are showing
that you’re a leader in the market and not a follower
People will keep coming to you for original content.
Create multi-media content
eg video becomes transcribed blog, detached audio becomes podcast
Source: socialcontrol.com

27. Some New Ideas
Do your OWN research
Use Facts from reliable sources
Think about how we can:
❖ Learn More
❖ Do Better
❖ Become better examples of compassion in action

28. Is it True?
Just because someone has the most followers…
Just because someone is the loudest, angriest, or most
aggressive…
Does NOT mean they’re the most right

29. Some things to think about - Health
Should veganism still be promoted as a healthy diet?
Should veganism be promoted as a cure-all?
What can we do to encourage others to be flexible and
open to all types of healthful vegan foods?
What more can we do to encourage long-term commitment
to the vegan lifestyle?
How can we show the different types of vegans that exist?

30. Some things to think about - The Environment
Where does your Food come from?
What are the growing, producing & packaging processes?
How far have your favourite packaged vegan foods travelled?
What are the Food Miles?
What about Food Scarcity & Food Security?
Do you support in-season, non-GMO, organic and locally-
grown produce?

31. Some things to think about - People
What are the ethics & conditions involved in the manufacturing
processes?
Do you know how your favourite products are produced?
Do the people who make these items get paid a fair wage?
Do you think defending ONE type of female body while using &
abusing another is okay?
Do you think different types of bodies and people should be used
to promote veganism?

32. Some things to think about - Social Justice
How can we participate in other Social Justice movements
and support their causes?
How can we encourage others to support our movement -
whether or not they are vegan?
How can we promote veganism in the most inclusive way

33. Privilege
Most of us have privileges we can never really understand or
appreciate - unless they are taken away
It’s important to be mindful of others
It’s important to exercise compassion
It’s easy to be judgemental - it’s important NOT to be
We may think we have all the answers and solutions for others, but
we DON’T
We all have choices, Some people have much better choices than others.

34. Privilege - Keep in Mind…
❖ Some people can’t choose to NOT eat particular foods
❖ Some people can’t afford do buy new vegan clothes or vegan shoes
❖ Some people can’t access transportation to support vegan restaurants
❖ Some people can’t afford to attend vegan events
❖ Some people aren’t mentally or physically able to attend protests or demos
❖ Some people don’t feel comfortable amongst another sex
❖ Some people feel they don’t belong - as there’s no one who looks like them in the
movement
❖ Some people don’t feel their opinion is valid enough to share it

35. Black Vegans
Not props in discussions,
debates or marketing
No need to use and
commodify a group of
people to further the vegan/
Animal Rights agenda
Illustration by Steffany Brown

36. Be Mindful
What language do you use when promoting veganism? Positive/
Negative? Encouraging/Discouraging? Empathetic/Judgemental?
Preaching/Teaching?
Do you use racist language when you talk about other countries and
cultures? E.g. Japan and dolphins/whales, China and dog meat? The
Middle East and live export
Do you use trigger words that might truly upset someone? Words such
as slave, rape, concentration camps
Do you give unsolicited health advice/tell terminally ill or disabled
people that they will be “cured” if they go vegan?

37. Why People Stay Vegan
Animal Welfare is the most effective way to get people to eat
less meat
Health reasons are the second best
READ: Nick Cooney’s books “How to be Great at Doing
Good,” “Veganomics” & “Change of Heart”
SUBSCRIBE: HumaneLeagueLabs.org - informing on
advocacy strategies through actionable research on their
effectiveness

38. Planting Seeds
At best vegans are 1-2% of the population - this figure hasn’t changed for 20 years
Find out other people’s passions & motivations
What are you most passionate about? What are you best at communicating? Start
here
See how you can plant the seeds of change
Our way is NOT the only way
Learn from other movements
LGBTQI movement is a great example of including and welcoming allies

39. Keep In Mind…
Be careful what you share online because everything is a permanent reflection of
you or your company/group that may never be erased.
If you have various people posting on behalf of your company, make sure that
everyone knows the goals of the company.
Ensure that people know what to post as well as what not to post.
Always use the correct grammar, punctuation and spelling.
If you wouldn’t say it to someone’s face or mail it on a postcard, don’t say it online.
Consider how the content you share is positive or negative for your company.
Don’t abbreviate or use slang - just because you know what it means, doesn’t mean
others will.

40. Make Some Changes
Vegans don’t ONLY care about non-human animals
Let’s ACT like it
Learn more about each other and the world around us
ALL systems of oppression need to be changed

41. Online
Be Nice, Be Kind
You can still disagree with someone without using
negative words, names, judgement
Remember - wrongly or rightly - that you maybe the
ONLY vegan someone comes into contact with
What you do and how you do it reflects the whole
movement - so ACT like it!

42. Online Etiquette
Online Etiquette simply means courtesy to others online
If you wouldn’t say or do something offline, don’t do it online
Online behaviour shouldn’t just be an afterthought
If you type something, you had better mean it
Words are powerful. Just as they have the power to motivate and
inspire, they also have the ability to hurt and harm others
If you think something you have written will embarrass someone, get
them into trouble, compromise their privacy, or stir up drama, keep it
to yourself. Better yet, delete it.

43. Top 10 Tips for Online Etiquette

44. Remember…
Remember above all that the information you share about yourself is
the one thing online that you have complete control over, so use this
well
Use the internet as a marketing tool for you, your life and your future
success
Social media is all about cultivating relationships.
Those brands who consistently put in the effort to create excellent
content and interact genuinely with their followers will see the most
success in the long run.

45. Get Involved
Keep up to date with what’s happening in your movement by
attending meetings and getting involved the best way you can.
Support other groups and events.
Attend everything you can, even if you don’t agree with the group,
people or the topics.
Keep an open mind to learn more.
If you’re starting out, meet as many people as you can and then be
selective with who you want to hang around with.
Take some time out for yourself, completely removed from your
activism.

46. Things you can do Today
Change your email signature to include a fact or quote
Join or follow 5 new pages or people who share your beliefs
RT or share your favourite link
Comment on a new blog, article or online news website
Share a related video from YouTube or Vimeo
Sign up to receive emails from 5 of your favourite websites/blogs
If you’re in a position of influence, use this for good use
Source: blog.hubspot.com

47. Remember to…
Do your own research
Investigate and Read more
Be genuine and honest with everything you do
Help build our vegan community
Keep your mind on your goals & stay focused
Believe that you are part of the change that this world needs
Focus on finding out what connects us to each other - not on the
things we disagree on
Lead by example, and be consistent
Be the best version of yourself

48. Remember To…
Promote the positive
Focus on Encouragement
Focus on Education & Planting Seeds
Inspire others
Always remember Kindness. Always remember Compassion
Show how easy it is to be vegan
Be the best vegan you can be - starting now

49. Connect with Me