Auckland Council Draft Waste Mgmt and Minimisation Plan Campaign.pdf

7/28/2019 Auckland Council Draft Waste Mgmt and Minimisation Plan Campaign.pdf

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Draft Waste Minimisation and

Management Plan campaign

7 May 2012Chris Yong


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Background Auckland region has seven different waste plans from former

councils

Needed a new, smarter plan to reduce our waste Auckland Council developed the first Auckland-wide draft plan to:

deal with and reduce household and commercial waste provide consistent services across the region

meet government regulations

manage costs

Needed to share our proposed plan with Aucklanders and collecttheir opinions on: introducing a disposer-pays method moving to a wheelie bin system different inorganic collection options

no actual changes until 2015


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Objectives1. Raise awareness of the plan and consultation

2. Encourage submissions

Social media supported both of the above

objectives by: Educating Aucklanders on current waste issues

Enabling discussion on proposed plan ideas

Encouraging submissions via our website


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Approach to media Multi channel campaign driving to online

channels Traditional communication channels not 2-wayenough to enable us to achieve objectives

Modest budget, so needed Aucklanders

themselves to help drive awareness and debate Chose social media as lead channel for our

online presence

Selected Facebook as main online hub


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Campaign snapshotAbove the line media:bus backs, posters, radio

Facebook HubOnline advertisingincluding Facebook Ads

Other AucklandCouncil promotion

like video

Post a comment, askquestions, discusswith others

like FB Page

Click to website:- make a submission

- more info

Youtube


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Campaign creative Featured Robyn Malcolm

well known public figure strong environmental credentials

cool factor

Spokesperson to help:

- educate on waste issues

- explain proposed plan ideas


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Educate Campaign sent visitors to a custom

landing page tab on our Facebookpage

Short Youtube video with RobynMalcolm educated visitors on

Aucklands current waste issues

proposed plan ideas

Visitors could like the video if theyagreed:

that waste issues needed to be

tackled with proposed plan options


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Enable discussion Visitors could comment on the video

content, ask questions and join

discussions with other Aucklanders This interaction increased generalawareness via newsfeeds

Comments posted and video likes wouldbe seen by their friends

Visitors could also like our Facebookpage to stay informed on council matters

Increase reach and connect with moreAucklanders ongoing

During the consultation period, weposted regular updates to feed debateand ensure no one missed their chanceto make a submission


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Encourage action Visitors were encouraged to

take further action and visitour website:

share their opinion with aformal submission

get more detailed informationon the proposed plan


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Keep feeding the debate


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Results 2000+ submissions were received overall

2278 visits to Facebook tab

871 likes on video

122 threads of discussion on Facebook tab Increase in Facebook Page likes

42% during campaign (Dec-Jan) vs

10% during normal activity (Feb-Mar)


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Results: conversionsSource Converted visits Document

downloadOnline

submission

Facebook tab 640 3.91% 20.62%

Short URL

(print & media)

3847 30.91% 7.77%

Facebook page 217 23.96% 5.53%

Websitehomepage

3860 18.34% 4.72%

Facebook tab/video led to higher conversion rates than othersources

Draft LTP submissions comparison

Avg (4.02%), Short URL (7.09%), Website homepage (3.42%)


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The end go social! Thank you

Chris Yong

Advisor Internet and New Media

Auckland Council

[email protected]

Auckland Council Draft Waste Mgmt and Minimisation Plan Campaign.pdf

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Transcript of Auckland Council Draft Waste Mgmt and Minimisation Plan Campaign.pdf