David Guggenheim (or the “Ocean Doctor”), Senior fellow at the Ocean Foundation, shared his experience communicating scientific data related to the oceans. He compared social media and climate change characteristics to highlight the communication challenge: while social media is “fast moving” and “speaks to what is relevant in the moment,” an issue like climate change unfolds in “slow motion.”

2. David E. Guggenheim, Ph.D.
Senior Fellow, The Ocean Foundation – Washington, DC
@OceanDoctor www.OceanDoctor.org Facebook.com/OceanDoctor

5. © David E. Guggenheim

8. Social Media Climate Change

9. Social Media Climate Change
Pace: Fast-moving & timely; Disaster in slow motion
speaks to what’s relevant at the
moment

10. Social Media Climate Change
Pace: Fast-moving & timely; Disaster in slow motion
speaks to what’s relevant at the
moment
Understanding: Format demands Enormous, complex & nuanced
clear, non-nuanced message. issue
Ideal: Bright lines, Good versus
Evil

11. Social Media Climate Change
Pace: Fast-moving & timely; Disaster in slow motion
speaks to what’s relevant at the
moment
Understanding: Format demands Enormous, complex & nuanced
clear, non-nuanced message. issue
Ideal: Bright lines, Good versus
Evil
Motivation to Act: So big, hard to see one’s self or
• Emotion/Feel Personal discern who the “enemy” is
Connection (humor, fear, anger,
outrage)
• Self-Interest (incl. to be cool)
• Hope

12. Social Media Climate Change
Pace: Fast-moving & timely; Disaster in slow motion
speaks to what’s relevant at the
moment
Understanding: Format demands Enormous, complex & nuanced
clear, non-nuanced message. issue
Ideal: Bright lines, Good versus
Evil
Motivation to Act: So big, hard to see one’s self or
• Emotion/Feel Personal discern who the “enemy” is
Connection (humor, fear, anger,
outrage)
• Self-Interest (incl. to be cool)
• Hope
Actions: Ideally short-term, Do individuals feel like they can
specific & focused actions. really make a difference?

13. Social Media Climate Change
Pace: Fast-moving & timely; Disaster in slow motion
speaks to what’s relevant at the
moment
Understanding: Format demands Enormous, complex & nuanced
clear, non-nuanced message. issue
Ideal: Bright lines, Good versus
Evil
Motivation to Act: So big, hard to see one’s self or
• Emotion/Feel Personal discern who the “enemy” is
Connection (humor, fear, anger,
outrage)
• Self-Interest (incl. to be cool)
• Hope
Actions: Ideally short-term, Do individuals feel like they can
specific & focused actions. really make a difference?
Community: Need “spiritual Public face: Scientists, policy
leadership” Inspire me; I need to wonks, politicians
relate to you; be cool, be funny;
be real

16. 9/30/2009:
EPA moves
10/10/10
ahead w/
GHG rules
11/2009:
Climate
Scientists’
Email
Hacked
Keywords: Climate Change
Keywords: Climate Change Hoax
Source: Google Insights for Search
© David E. Guggenheim

17. © David E. Guggenheim

19. © David E. Guggenheim

20. © David E. Guggenheim

21. © David E. Guggenheim

26. Rio+20
Need to inspire as well as inform;
need for inspirational leadership
• Introduce a friend to visit Mother Nature
• Share the story!
Priority 1

27. Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Parse issue, invite diverse,
nontraditional constituencies. Let
people see themselves, feel
connected

29. © David E. Guggenheim

32. • Army of ambassadors, story tellers
Rio+20
• Youth delegations, correspondents
Need to inspire as well as inform;
• Bring story to local communities,
need for inspirational leadership
schools issue, invite diverse, Let
Parse
nontraditional constituencies.
• Engender connection: feel
people see themselves,
connected
Inspire,
unforgettable experience, be part of
something bigger than themselves
• I’m in Rio…are you?
• Virtual presence
• Branding
• Share the story!

33. Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Parse issue, invite diverse,
nontraditional constituencies. Let
people see themselves, feel
connected
Local & Global: True social
movement about community, how
we live our lives

35. Rio+20
Need to inspire as well as inform;
need for inspirational leadership
Parse issue, invite diverse,
• Show the world constituencies. Let
nontraditional what your community is
doing. people see themselves, feel
connected
Local & Global: True social
• Share the story! community, how
movement about
we live our lives

37. @OceanDoctor www.OceanDoctor.org Facebook.com/OceanDoctor
David.Guggenheim@OceanDoctor.org

38. © 2012 David E. Guggenheim
David.Guggenheim@OceanDoctor.org