Using Social Media to Raise Environmental Awareness

Laura Lee Dooley - WCEE, May 2014
Using Social Media to Raise
Environmental Awareness
Laura Lee Dooley
Online Engagement Architect and Strategist
World Resources Institute
about.me/lauraleedooley

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.

WRI’S UNIQUE ROLE
Environment
Development
Action Ideas

WRI’S VALUES
Independence
Innovation
Integrity
Respect
Urgency

Forests WaterEnergyClimate Food Cities
SIX MAJOR CHALLENGES, THREE APPROACHES
Business
Governance
Finance

Institutional
Planned “light touch” offices
Project staff on the ground, deep partnership, and/or project office
Active partnerships
WRI’S GLOBAL PRESENCE

WRI’S GLOBAL NETWORK
Institutional
Planned “light touch” offices
Project staff on the ground, deep partnership, and/or project office
Active partnerships

Social media
is all about
relationships,
trust, and
interaction.

People like doing business with people
they know …
… and love doing business with
people they trust.
Edelman Trust Barometer 2008

TRUST is
personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.

Based on “Creating Brand
Insistence” by The Blake Project, 2007
5 attributes
that drive
users to
insist on
specific
brands
Emotional
Connection
BUILDING AND SUSTAINING TRUST

10 SOCIAL STRATEGY RULES

Social Strategy Rule #1.
DO IT!
Photo credit: flickr/qwrrty
Be present or be invisible.
ignored.
unheard.
passed by.
distrusted.

SOCIAL MEDIA BENEFITS
• Credibility and trust
• Communities of interest
• News and Information
• Online conversation
• Encourage action
• Drive traffic
• Mobile access
• Expand your reach

Source: Pew Internet
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%
Feb-05
Aug-06
May-08
Apr-09
May-10
Aug-11
Feb-12
Aug-12
Dec-12
May-13
Sep-13
18-29 30-49 50-64 65+ All Internet users
Social Networking Site Use by Age Group, 2005-2013
% of Internet users in each age group who use social networking sites

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

Photo credit: flickr/xslim
“Seek first to understand,
then to be understood.”
Stephen Covey (Habit 5)
LISTEN FIRST

LISTEN FIRST!
1. Point of need
2. Influencer
3. Crowd
4. Competitor
5. Crisis
6. Campaign impact
7. Question of inquiry
8. Problem
9. Compliment
10. Complaint

DEVELOP A ROADMAP
Photo credit: flickr/Editor B
“Begin with the end in mind.
Mental creation precedes
physical creation.”
Stephen Covey (Habit 2)

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

Relationships
Information Seeker
Repeat Visitor
Marketer
Advocates,
Ambassadors
Partners,
Donors
Action
Trust

GO WHERE YOUR
AUDIENCE IS
Photo credit: flickr/stignygaard
If you build it, they won’t
necessarily come.

1,310
646
292
540
70
150
Facebook Twitter LinkedIn Google+ Pinterest Instagram
TOP SOCIAL NETWORKS
by millions of active users

• CURRENT information
• Google yourself
• Review privacy & change
passwords periodically
• Familiarize yourself with
new features
• Post periodically
KEEP YOUR PROFILE
UPDATED
Photo credit: flickr/juanjocarvajal

Photo 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)
BUILD YOUR SOCIAL
CIRCLE

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.

Pre-contemplation Contemplation Action (Maintenance)
Positioning – where audience is now vs. where you want them to be

ESTABLISH YOUR VOICE
Photo credit: flickr/Hazzat
It’s not about you.
It’s about the value
you bring to others.

Edelman Trust Barometer
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%
Regular employee
Government official
CEO
Person like yourself
NGO representative
Technical expert in company
Financial or industry analyst
Academic or expert
2014
2013
2012
2011
VOICES MOST TRUSTED

ESTABLISH YOUR VOICE
MESSAGE
• Issue focus
• Goal
• Personality
TOOLS AND TACTICS
• Resources
• Channels

CONTENT IS STILL KING
• Real-time
• Fact-driven
• Visual
• Efficient
• Curated
• In-depth
• Searchable
• Quotable
• Evergreen
• Shareable
• Creates Emotional Response

Transparent
World
Jane Goodall
Institute
Google
OSFAC Terra-i
Center for Global
Development
UNEP
UNEP
Norway
Vizzuality
Esri
Global Forest
Watch Canada
Indonesia
USAID
US State
Department
International
Paper
Netherlands
GEF
Blue Raster
WFF
U of
Maryland

CAPITALIZE ON THE INFORMATION
REVOLUTION | VISUALIZATION

THE VISUAL: POPULAR FACEBOOK POSTS

Content is Still King
Source: Jay Baer

IF YOUR MESSAGE IS POWERFUL
IT WILL BE SHARED
#Bringbackourgirls | CartoDB http://ow.ly/wHyla

KNOW YOUR
COMMUNITY
Photo credit: flickr/David_Shankbone
Who are your …
• Friends
• Fans
• Followers
• Readers
• Repeaters
• Subscribers
• Advocates
• Free agents

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

SOCIAL MEDIA TIME MANAGEMENT
TotalTimeCommitment
Source: Amber Naslund. 2010.

MEASURE AND TRACK
Photo credit: flickr/stevenharris
“Measurement is your map, and
metrics are your signposts.”
Beth Kanter,
Katie Delahaye Paine

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

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

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

What does YOUR social strategy look like?
Laura Lee Dooley
Online Engagement Architect and Strategist
World Resources Institute
about.me/lauraleedooley
lauralee@wri.org

Using Social Media to Raise Environmental Awareness

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Using Social Media to Raise Environmental Awareness