The Upwell #Acidinar: Ocean Acidification Through the Eyes of the Internet
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Transcript of The Upwell #Acidinar: Ocean Acidification Through the Eyes of the Internet
The #ACIDINAR Ocean Acidification through the eyes of the internet February 4th, 2015 #ACIDINAR
Dial in to the audio at 866-740-1260 Participant code 3005900
Livetweet: #Acidinar Follow: bit.ly/acidinarlist Notes: bit.ly/acidinarnotes Lots of people on the line! Ask questions in the chat at any time. We’ll send recording & slides after.
Housekeeping
The Upwell Team
Rachel Weidinger Executive Dir.
@rachelannyes
Ray Dearborn Campaign Lab Dir.
@rdearborn
Matt Fitzgerald Attention Lab Dir.
@fitz350
(Slide may or may not have been cribbed from a previous ___-inar)
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20000
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140000
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12
Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna
140,000
120,000
100,000
80,000
60,000
40,000
20,000
Ocean Dolphins & Whales Sharks Tuna Gulf of Mexico Overfishing Sustainable Seafood Marine Protected Areas
0
20000
40000
60000
80000
100000
120000
140000
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12
Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna
140,000
120,000
100,000
80,000
60,000
40,000
20,000
Some of your favorite ways to explain acidification
Ocean acidification is: • “rising ph levels in the ocean, which make it
difficult for shellfish to form their shells” • “global warming’s evil twin” • “a widespread change in ocean chemistry that
makes life harder for many ocean creatures …” • “what happens to baby teeth in a glass of coca
cola”
(Selected quotes from #Acidinar registrants)
Equally evil twin
New climate threat
Dissolving shells in the Southern Ocean
WA State OA plan
Ban Ki Moon calls for ocean action
Arctic faces further threat
Coral extinct by century's
end?
OA will make climate change
worse
Highest rate in 300M years
OA Summary for Policymakers 2013
10M scallops
Robs fish of fear
Dissolving pteropods
Our Ocean conference
20 coral
listed under
ESA
CO2 surged in 2013
Carbon raised acidity a 1/4
UK science chief warning
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14
Ocean Acidification
Sea Change
Ocean Acidification Social Mentions (5/10/2012-11/30/2014)
Equally evil twin
New climate threat
Dissolving shells in the Southern Ocean
WA State OA plan
Ban Ki Moon calls for ocean action
Arctic faces further threat
Coral extinct by century's
end?
OA will make climate change
worse
Highest rate in 300M years
OA Summary for Policymakers 2013
10M scallops
Robs fish of fear
Dissolving pteropods
Our Ocean conference
20 coral
listed under
ESA
CO2 surged in 2013
Carbon raised acidity a 1/4
UK science chief warning
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14
Ocean Acidification
Sea Change
Ocean Acidification Social Mentions (5/10/2012-11/30/2014)
Go deep at bit.ly/acidificationSOTC
Ocean Acidification Moving Average and Linear Regression (5/10/12-11/30/14)
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14
Ocean Acidification Linear (Ocean Acidification) 30 per. Mov. Avg. (Ocean Acidification)
Ocean Acidification Moving Average and Linear Regression (5/10/12-11/30/14)
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14
Ocean Acidification Linear (Ocean Acidification) 30 per. Mov. Avg. (Ocean Acidification)
FINDING 2.
Volume and spikiness are up
Equally evil twin
New climate threat
Dissolving shells in the Southern Ocean
WA State OA plan
Ban Ki Moon calls for ocean action
Arctic faces further threat
Coral extinct by century's
end?
OA will make climate change
worse
Highest rate in 300M years
OA Summary for Policymakers 2013
10M scallops
Robs fish of fear
Dissolving pteropods
Our Ocean conference
20 coral
listed under
ESA
CO2 surged in 2013
Carbon raised acidity a 1/4
UK science chief warning
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14
Ocean Acidification
Sea Change
Ocean Acidification Social Mentions (5/10/2012-11/30/2014)
Equally evil twin
New climate threat
Dissolving shells in the Southern Ocean
WA State OA plan
Ban Ki Moon calls for ocean action
Arctic faces further threat
Coral extinct by century's
end?
OA will make climate change
worse
Highest rate in 300M years
OA Summary for Policymakers 2013
10M scallops
Robs fish of fear
Dissolving pteropods
Our Ocean conference
20 coral
listed under
ESA
CO2 surged in 2013
Carbon raised acidity a 1/4
UK science chief warning
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14
Ocean Acidification
Sea Change
Ocean Acidification Social Mentions (5/10/2012-11/30/2014)
FINDING 3
New and alarming science spikes!
Equally evil twin
New climate threat
Dissolving shells in the Southern Ocean
WA State OA plan
Ban Ki Moon calls for ocean action
Arctic faces further threat
Coral extinct by century's
end?
OA will make climate change
worse
Highest rate in 300M years
OA Summary for Policymakers 2013
10M scallops
Robs fish of fear
Dissolving pteropods
Our Ocean conference
20 coral
listed under
ESA
CO2 surged in 2013
Carbon raised acidity a 1/4
UK science chief warning
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14
Ocean Acidification
Sea Change
Ocean Acidification Social Mentions (5/10/2012-11/30/2014)
FINDINF 3
New and alarming science spikes!
Curate hard and amplify
breaking news
Equally evil twin
New climate threat
Dissolving shells in the Southern Ocean
WA State OA plan
Ban Ki Moon calls for ocean action
Arctic faces further threat
Coral extinct by century's
end?
OA will make climate change
worse
Highest rate in 300M years
OA Summary for Policymakers 2013
10M scallops
Robs fish of fear
Dissolving pteropods
Our Ocean conference
20 coral
listed under
ESA
CO2 surged in 2013
Carbon raised acidity a 1/4
UK science chief warning
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14
Ocean Acidification
Sea Change
Ocean Acidification Social Mentions (5/10/2012-11/30/2014)
Equally evil twin
New climate threat
Dissolving shells in the Southern Ocean
WA State OA plan
Ban Ki Moon calls for ocean action
Arctic faces further threat
Coral extinct by century's
end?
OA will make climate change
worse
Highest rate in 300M years
OA Summary for Policymakers 2013
10M scallops
Robs fish of fear
Dissolving pteropods
Our Ocean conference
20 coral
listed under
ESA
CO2 surged in 2013
Carbon raised acidity a 1/4
UK science chief warning
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14
Ocean Acidification
Sea Change
Ocean Acidification Social Mentions (5/10/2012-11/30/2014)
FINDING 4
Government makes spikes
FINDING 3.
Spikes star a recurring cast of species
Species impacts are evergreen.
Pay attention to research.
FINDING 5 Few human impact stories
Expand the roster, and tell stories
through specific individuals.
Where are the people in this story, what’s the wow factor, what’s surprising, and what’s actually new? Because people get inundated by certain kinds of language. ...If you’re talking about ‘ocean acidification,’ you can only say that a certain number of times before people start to tune it out. You have to keep trying to talk about it in a new way.
“
” Amelia Urry, Grist
* when pitching
*
#1 One phrase to rule them all Set your awesome detectors to "ocean acidification" #2 Volume and spikiness are up #3 New and alarming science spikes! Curate hard and amplify breaking news #4 Government makes spikes #5 Spikes star a recurring cast of species Species impacts are evergreen. Pay attention to research.
Go deep with the full report, bit.ly/acidificationSOTC
#6 A recurring set of places Localize when possible #7 Few human impact stories Expand the roster, tell stories through specific individuals #8 Absence of calls-to-action Go beyond education #9 A sea of stock photos Create sharable visuals Use before/after to clarify the action #10 Few outlets give consistent coverage Support and amplify the acidification beat
Go deep with the full report, bit.ly/acidificationSOTC
#1 Listen for "ocean acidification” mentions. Most volume is on that phrase (or even “acidification” alone). #2 Curate hard and amplify breaking news. New and alarming science spikes conversation. #3 Prep handy content before government takes action. Government news drives attention. #4 Pay attention to research, know the impacts on specific species and places. Specificity increases conversation. #5 Localize acidification stories where possible. #6 Tell stories through specific individuals. If you don’t use their name, it’s not that specific. #7 Keep the story fresh, expand the roster of individuals speaking about acidification. #8 Go beyond education. Use calls-to-action. #9 Create sharable visuals. Don’t over-rely on stock photos. #10 Use before/after images to clarify impacts. #11 Amplification matters. Reward the acidification news beat with attention.
OCEAN ACIDIFICATION through the eyes of the internet The State of the Online Conversation
upwell.us/oceanacidification
Communications Cheat Sheet
Ocean Acidification On Twitter
• News articles are most sharable links
• Images drive sharing
• Top tweets that didn’t have images came from highly influential accounts
3 categories of top tweets
Recent video not performing
News articles are most sharable links
Images drive sharing
Get the full report, bit.ly/acidificationSOTC
Influencers Twitter list bit.ly/OAinfluencers
Ocean Acidification: The State of the Online Conversation
Launching today! Full Report bit.ly/acidificationSOTC Executive Summary bit.ly/acidificationSOTCx