Using Social Media to Raise Environmental Awareness
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Transcript of Using Social Media to Raise Environmental Awareness
Laura Lee Dooley - WCEE, May 2014
Using Social Media to Raise Environmental Awareness
Laura Lee DooleyOnline Engagement Architect and StrategistWorld Resources Instituteabout.me/lauraleedooley
Laura Lee Dooley - WCEE, May 2014
WRI’S MISSION | To move human society to live in ways that protect Earth's environment and its capacity to provide for the needs and aspirations of current and future generations.
Laura Lee Dooley - WCEE, May 2014
WRI’S UNIQUE ROLE
Environment
Development
Action Ideas
Laura Lee Dooley - WCEE, May 2014
WRI’S VALUES
Independence
Innovation
Integrity
Respect
Urgency
Laura Lee Dooley - WCEE, May 2014
Forests WaterEnergyClimate Food Cities
SIX MAJOR CHALLENGES, THREE APPROACHES
Business
Governance
Finance
Laura Lee Dooley - WCEE, May 2014
InstitutionalPlanned “light touch” officesProject staff on the ground, deep partnership, and/or project officeActive partnerships
WRI’S GLOBAL PRESENCE
Laura Lee Dooley - WCEE, May 2014
WRI’S GLOBAL NETWORK
InstitutionalPlanned “light touch” officesProject staff on the ground, deep partnership, and/or project officeActive partnerships
Laura Lee Dooley - WCEE, May 2014
Social media
is all about relationships, trust, and interaction.
Laura Lee Dooley - WCEE, May 2014
People like doing business with people they know …
… and love doing business with people they trust.
Edelman Trust Barometer 2008
Laura Lee Dooley - WCEE, May 2014
TRUST is personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.
Laura Lee Dooley - WCEE, May 2014
Based on “Creating Brand Insistence” by The Blake Project, 2007
5 attributesthat drive users to insist on specific brands
Awareness
Accessibility V
alue
EmotionalConnection
Relevant
Differentiation
BUILDING AND SUSTAINING TRUST
Laura Lee Dooley - WCEE, May 2014
10 SOCIAL STRATEGY RULES
Laura Lee Dooley - WCEE, May 2014
Social Strategy Rule #1.
DO IT!
Photo credit: flickr/qwrrty
Be present or be invisible. ignored. unheard. passed by. distrusted.
Laura Lee Dooley - WCEE, May 2014
SOCIAL MEDIA BENEFITS
• Credibility and trust• Communities of interest• News and Information• Online conversation• Encourage action• Drive traffic• Mobile access• Expand your reach
Laura Lee Dooley - WCEE, May 2014
Source: Pew Internet
Feb-
05
Aug-
06
May
-08
Apr-
09
May
-10
Aug-
11
Feb-
12
Aug-
12
Dec
-12
May
-13
Sep-
13
9%
49%
67%
76%
86% 87% 86%92%
83%89%
90%
7%8%
25%
48%
61%68%
72% 73% 77% 78%
73%
6% 4%
11%
24%
47% 49%50%
57%
52%
60%
65%
7%
13%
26%29%
34%
38%
32%43%
46%
8%
16%
29%46%
61%64% 66%
69% 67%72%
78%
18-29 30-49 50-6465+ All Internet users
Social Networking Site Use by Age Group, 2005-2013% of Internet users in each age group who use social networking sites
Laura Lee Dooley - WCEE, May 2014
Social Strategy Rule #1:
DO IT!
• Training and hand-holding• Help people find their “AHA!” moment• Social Media Policies and Guidelines
– Employees as representatives of your organization
– Expectations safeguard employee and employer interest
– Resources:
• http://socialmedia.policytool.net/
• http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field-units
Laura Lee Dooley - WCEE, May 2014Photo credit: flickr/xslim
“Seek first to understand, then to be understood.”
Stephen Covey (Habit 5)
Social Strategy Rule #2.
LISTEN FIRST
Laura Lee Dooley - WCEE, May 2014
Social Strategy Rule #2.
LISTEN FIRST!
Photo credit: flickr/xslim
1. Point of need2. Influencer3. Crowd4. Competitor5. Crisis6. Campaign impact7. Question of inquiry8. Problem9. Compliment10. Complaint
Laura Lee Dooley - WCEE, May 2014
Social Strategy Rule #3.
DEVELOP A ROADMAP
Photo credit: flickr/Editor B
“Begin with the end in mind. Mental creation precedes
physical creation.” Stephen Covey (Habit 2)
Laura Lee Dooley - WCEE, May 2014
Social Strategy Rule #3:
DEVELOP A ROADMAP | PROJECT GOALS
• What change do you want to see in the world? • What do you want people to do?• Who are your key audiences?• What are your resources?
By [DATE], I want [THIS THING] to be [VERBED].
Specific • Measurable • Attainable • Realistic • Tangible/Timely
Laura Lee Dooley - WCEE, May 2014
Rela
tions
hips
Information Seeker
Repeat Visitor
Marketer
Advocates, Ambassadors
Partners, Donors
Actio
n
Trus
t
Laura Lee Dooley - WCEE, May 2014
Social Strategy Rule #4.
GO WHERE YOUR AUDIENCE IS
Photo credit: flickr/stignygaard
If you build it, they won’t necessarily come.
Laura Lee Dooley - WCEE, May 2014
Facebook Twitter LinkedIn Google+ Pinterest Instagram
1,310
646
292
540
70150
TOP SOCIAL NETWORKSby millions of active users
Laura Lee Dooley - WCEE, May 2014
Laura Lee Dooley - WCEE, May 2014Photo credit: flickr/xslim
• CURRENT information• Google yourself• Review privacy & change
passwords periodically• Familiarize yourself with
new features• Post periodically
Social Strategy Rule #5.
KEEP YOUR PROFILE UPDATED
Photo credit: flickr/juanjocarvajal
Laura Lee Dooley - WCEE, May 2014Photo credit: flickr/waltstoneburner
“ No man is an island entire of itself; every man
is a piece of the continent, a part of the main...”
John Donne (1572-1631)
Social Strategy Rule #6.
BUILD YOUR SOCIAL CIRCLE
Laura Lee Dooley - WCEE, May 2014
Social Strategy Rule #5:
BUILD YOUR SOCIAL CIRCLE
Who are you connecting with?• Who do you know?• Who do you trust?• Who do you want to listen to? • Who do you want to influence?
• You don’t need to connect with everybody.
Laura Lee Dooley - WCEE, May 2014
Pre-contemplation Contemplation Action (Maintenance)Positioning – where audience is now vs. where you want them to be
Laura Lee Dooley - WCEE, May 2014
Social Strategy Rule #7.
ESTABLISH YOUR VOICE
Photo credit: flickr/Hazzat
It’s not about you.
It’s about the valueyou bring to others.
Laura Lee Dooley - WCEE, May 2014
Laura Lee Dooley - WCEE, May 2014
Edelman Trust Barometer
Regular employee
Government official
CEO
Person like yourself
NGO representative
Technical expert in company
Financial or industry analyst
Academic or expert
34%
43%
50%
43%
47%
64%
53%
70%
50%
20%
38%
65%
50%
66%
46%
68%
50%
36%
53%
61%
51%
67%
51%
69%
52%
36%
43%
62%
52%
66%
53%
67%
2014
2013
2012
2011
VOICES MOST TRUSTED
Laura Lee Dooley - WCEE, May 2014
Social Strategy Rule #7:
ESTABLISH YOUR VOICE
MESSAGE• Issue focus• Goal• Personality
TOOLS AND TACTICS• Resources• Channels
Laura Lee Dooley - WCEE, May 2014
CONTENT IS STILL KING
• Real-time• Fact-driven• Visual• Efficient• Curated
• In-depth• Searchable• Quotable• Evergreen• Shareable
• Creates Emotional Response
Laura Lee Dooley - WCEE, May 2014
Laura Lee Dooley - WCEE, May 2014
Transparent World
Jane Goodall Institute
OSFAC Terra-i
Center for Global Development
UNEPUNEP
Norway
Vizzuality
Esri
Global Forest Watch Canada
Indonesia
USAID
US State Department
InternationalPaper
Netherlands
GEF
Blue Raster
WFF
U of Maryland
Laura Lee Dooley - WCEE, May 2014
CAPITALIZE ON THE INFORMATION REVOLUTION | VISUALIZATION
Laura Lee Dooley - WCEE, May 2014
THE VISUAL: POPULAR FACEBOOK POSTS
Laura Lee Dooley - WCEE, May 2014
Content is Still King
Source: Jay Baer
Laura Lee Dooley - WCEE, May 2014
IF YOUR MESSAGE IS POWERFUL IT WILL BE SHARED
#Bringbackourgirls | CartoDB http://ow.ly/wHyla
Laura Lee Dooley - WCEE, May 2014
Social Strategy Rule #8.
KNOW YOUR COMMUNITY
Photo credit: flickr/David_Shankbone
Who are your …• Friends• Fans• Followers• Readers• Repeaters• Subscribers• Advocates• Free agents
Laura Lee Dooley - WCEE, May 2014
Laura Lee Dooley - WCEE, May 2014
Social Strategy Rule #9.
TAKE TIME TO ENGAGE
Photo credit: flickr/ what_i_see
“It’s not enough to be busy, so are the ants. The question is,
what are we busy about?”Henry David Thoreau
Laura Lee Dooley - WCEE, May 2014
SOCIAL MEDIA TIME MANAGEMENT
Tota
l Tim
e Co
mm
itmen
t
Source: Amber Naslund. 2010.
Laura Lee Dooley - WCEE, May 2014
Social Strategy Rule #10.
MEASURE AND TRACK
Photo credit: flickr/stevenharris
“Measurement is your map, and metrics are your signposts.”
Beth Kanter,Katie Delahaye Paine
Laura Lee Dooley - WCEE, May 2014
SOME BASIC METRICS | NUMERICAL
• Growth – friends, followers, fans, connects, subscribes
• Twitter – shares, retweets, mentions, clickthroughs
• Facebook – shares, likes, comments, messages
• LinkedIn – shares, comments, views, clicks, likes
• YouTube, Slideshare, Flickr, Vimeo – views, embeds, comments, favorites
• Email, RSS feeds – opens, views, clickthroughs
• Social bookmarking – saves, likes, clickthroughs
• Website – pageviews, visits, time on page, shares, connects
Laura Lee Dooley - WCEE, May 2014
SOME BASIC METRICS | EMPIRICAL
• Online influence offline (and visa-versa)• Who is talking about you?• What are they saying?• Who is sharing your content?• Milestones achieved toward goal
Laura Lee Dooley - WCEE, May 2014
10 SOCIAL STRATEGY RULES
1. Do it!
2. Listen First
3. Develop a Roadmap
4. Go Where Your Audience Is
5. Keep Your Profile Updated
6. Build Your Social Circle
7. Establish Your Voice
8. Know Your Community
9. Take Time to Engage
10. Measure and Track
Laura Lee Dooley - WCEE, May 2014
What does YOUR social strategy look like?
Laura Lee DooleyOnline Engagement Architect and StrategistWorld Resources Instituteabout.me/lauraleedooley