Using Social Media to Raise Environmental Awareness

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Laura Lee Dooley shares her experiences building in-house social media capacity and developing social media strategies at the World Resources Institute. Presentation at the Women's Council on Energy and the Environment (WCEE), 14 May 2014.

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Using Social Media to Raise Environmental Awareness

  1. 1. 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
  2. 2. 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.
  3. 3. Laura Lee Dooley - WCEE, May 2014 WRI’S UNIQUE ROLE Environment Development Action Ideas
  4. 4. Laura Lee Dooley - WCEE, May 2014 WRI’S VALUES Independence Innovation Integrity Respect Urgency
  5. 5. Laura Lee Dooley - WCEE, May 2014 Forests WaterEnergyClimate Food Cities SIX MAJOR CHALLENGES, THREE APPROACHES Business Governance Finance
  6. 6. Laura Lee Dooley - WCEE, May 2014 Institutional Planned “light touch” offices Project staff on the ground, deep partnership, and/or project office Active partnerships WRI’S GLOBAL PRESENCE
  7. 7. Laura Lee Dooley - WCEE, May 2014 WRI’S GLOBAL NETWORK Institutional Planned “light touch” offices Project staff on the ground, deep partnership, and/or project office Active partnerships
  8. 8. Laura Lee Dooley - WCEE, May 2014 Social media is all about relationships, trust, and interaction.
  9. 9. 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
  10. 10. 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.
  11. 11. Laura Lee Dooley - WCEE, May 2014 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
  12. 12. Laura Lee Dooley - WCEE, May 2014 10 SOCIAL STRATEGY RULES
  13. 13. 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.
  14. 14. 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
  15. 15. Laura Lee Dooley - WCEE, May 2014 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
  16. 16. 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
  17. 17. Laura Lee Dooley - WCEE, May 2014 Photo credit: flickr/xslim “Seek first to understand, then to be understood.” Stephen Covey (Habit 5) Social Strategy Rule #2. LISTEN FIRST
  18. 18. Laura Lee Dooley - WCEE, May 2014 Social Strategy Rule #2. LISTEN FIRST! Photo credit: flickr/xslim 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
  19. 19. 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)
  20. 20. 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
  21. 21. Laura Lee Dooley - WCEE, May 2014 Relationships Information Seeker Repeat Visitor Marketer Advocates, Ambassadors Partners, Donors Action Trust
  22. 22. 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.
  23. 23. Laura Lee Dooley - WCEE, May 2014 1,310 646 292 540 70 150 Facebook Twitter LinkedIn Google+ Pinterest Instagram TOP SOCIAL NETWORKS by millions of active users
  24. 24. Laura Lee Dooley - WCEE, May 2014
  25. 25. Laura Lee Dooley - WCEE, May 2014 Photo 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
  26. 26. Laura Lee Dooley - WCEE, May 2014 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) Social Strategy Rule #6. BUILD YOUR SOCIAL CIRCLE
  27. 27. 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.
  28. 28. Laura Lee Dooley - WCEE, May 2014 Pre-contemplation Contemplation Action (Maintenance) Positioning – where audience is now vs. where you want them to be
  29. 29. 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 value you bring to others.
  30. 30. Laura Lee Dooley - WCEE, May 2014
  31. 31. Laura Lee Dooley - WCEE, May 2014 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
  32. 32. Laura Lee Dooley - WCEE, May 2014 Social Strategy Rule #7: ESTABLISH YOUR VOICE MESSAGE • Issue focus • Goal • Personality TOOLS AND TACTICS • Resources • Channels
  33. 33. 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
  34. 34. Laura Lee Dooley - WCEE, May 2014
  35. 35. Laura Lee Dooley - WCEE, May 2014 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
  36. 36. Laura Lee Dooley - WCEE, May 2014 CAPITALIZE ON THE INFORMATION REVOLUTION | VISUALIZATION
  37. 37. Laura Lee Dooley - WCEE, May 2014 THE VISUAL: POPULAR FACEBOOK POSTS
  38. 38. Laura Lee Dooley - WCEE, May 2014 Content is Still King Source: Jay Baer
  39. 39. Laura Lee Dooley - WCEE, May 2014 IF YOUR MESSAGE IS POWERFUL IT WILL BE SHARED #Bringbackourgirls | CartoDB http://ow.ly/wHyla
  40. 40. 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
  41. 41. Laura Lee Dooley - WCEE, May 2014
  42. 42. 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
  43. 43. Laura Lee Dooley - WCEE, May 2014 SOCIAL MEDIA TIME MANAGEMENT TotalTimeCommitment Source: Amber Naslund. 2010.
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. Laura Lee Dooley - WCEE, May 2014 What does YOUR social strategy look like? Laura Lee Dooley Online Engagement Architect and Strategist World Resources Institute about.me/lauraleedooley lauralee@wri.org

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