This document discusses strategically positioning GBIF Nodes. It emphasizes understanding the international and national relevance of GBIF, communicating the desired public image, and improving the Node's profile using media. Specifically, it discusses: (1) GBIF's role in relation to multilateral environmental agreements and science-policy bodies (2) how Nodes can support national priorities like legislation and policies (3) identifying target audiences and crafting consistent branding and messages through a Node's website, data portal, reports and other products (4) using various media like social media, newsletters, traditional media, and videos to engage audiences and drive traffic to the Node's website.

1. [GB20 Nodes Courses]
[Building GBIF Nodes III:
Strategically positioning your Node]
[Dr. Liam Lysaght]
[Centre Director]
Global Biodiversity Information Facility (GBIF)
[4th October 2013]

2. Structure of module
Successful strategic positioning of you Node depends on:
1. Understanding the International relevance of GBIF’s role
and network
2. Understanding opportunities for gaining national
relevance
3. Understanding how to communicate the desired public
image
4. Availing of opportunities for improving profile using media

3. 1. Multilateral Environmental Agreements
and Bodies
• Intergovernmental Platform on Biodiversity and
Ecosystem Services (IPBES)
• Convention on Biological Diversity (CBD)
• Convention on International Trade in Endangered
Species of Wild Fauna and Flora (CITES)
• Convention on the Conservation of Migratory Species of
Wild Animal (Bonn Convention or CMS)
• International Treaty on Plant Genetic Resources for Food
and Agriculture (ITPGRFA)
• International Plant Protection Convention (IPPC)
• Convention on Wetlands (RAMSAR)

4. Science-Policy Interface
• Millennium Ecosystem Assessment
• Global Environment Outlook
• Global Biodiversity Outlook
• Global Plan of Action for Plant Genetic Resources
• Global Strategy for Plant Conservation
• State of World’s Genetic Resources

5. GBIF’s ‘unique mandate’ -
• Operates under an inter-governmental mandate
• Serves as the peak global aggregator for species
occurrence data
• Ensures data interoperability for all taxonomic groups
and regions
• Co-ordinates national, regional and global activities
around all classes of biodiversity data
• Operates a functioning international network of data
nodes
• Builds fundamental capacity for all aspects of
biodiversity informatics

6. 2. Understanding opportunities for gaining
national relevance
• Support implementation of legislation (e.g. data provision)
• Support national environmental policies (e.g. data provision &
reporting)
• Support science community (e.g. data infrastructure, data
mobilisation, research)
• Build support base for conservation of biological diversity
(e.g. added value products)
Service provision by Nodes can improve their relevance at the
national level. The services provided could include:

7. Strategically positioning your Node:
example from Ireland’s GBIF Node

8. 3. Raising profile of your Node
Identify the key target audience for your ‘services’
This could include:
 Funding institutions
 Statutory bodies
 Cultural institutions
 Professional scientists
 Non-governmental organisations
 Citizen scientists
 General public
Branding, design and promotion should be determined by
target audience and the message you wish to communicate.

9. Consider what ‘messages’ to communicate
by the different aspect of work of Node
• Website
• Data portal
• Reports
• Newsletters
• Projects
• Events
• Other ‘products’

10. Examples

11. 4. Using the Media
Available media
• Social media - Facebook, YouTube,
• Email and electronic newsletters
• Newspapers and periodicals
• Radio
• Television

12. Engage directly with audience
‘Lightweight’ news & audience
Visual component is important
Needs to be constantly updated
Cheap and effective way to broadcast video
Content can range from serious to trivial
Very effective communication tool
Can be technically demanding
Short messages of max 140 characters
Drive traffic to website
Social media

13. Electronic newsletters
Resources already exist:
• Gits Newsletter
http://www.gbif.org/communications/resources/newsletters/
• Monthly information updates
http://www.gbif.org/communications/resources/monthly-statistics/

14. Print and traditional media
General approach
• Target specific media outlets – programmes,
newspapers, etc. (target outlet)
• Create media list – notes about contacts (know who is who)
• Produce Press Release or tailored story (why will the want to
cover this?)
• Target specific contacts based on subject matter (not
anonymous)
• Follow up with personal contact (personal contact)
• Always be willing to talk to journalists (know what you want
to say)
• Always follow up after story (to say thank you – but to lay
foundation for next story)

15. Examples of video:
• Ireland’s Biodiversity in 2010 – promotional video
http://www.youtube.com/watch?v=5DIdgtvVOIg
• Ireland’s BioBlitz
http://www.youtube.com/watch?v=xT7h_-aLfsw
• Ireland’s Biodiversity 2010
http://www.youtube.com/watch?v=5DIdgtvVOIg