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Ten steps in Building a Science Communications Program

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Communication strategy for scientific organization.
Presented by John Colmey
Managing Director, Global Landscapes Forum
Director of Communications, Outreach and Engagemenyt, CIFOR-ICRAF

Published in: Science
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Ten steps in Building a Science Communications Program

  1. 1. Ten steps in Building a Science Communications Program CGIAR COMMUNICATIONS COP ROME 2020 John Colmey, Managing Director, Global Landscapes Forum Director of Communications, Outreach and Engagement, CIFOR-ICRAF
  2. 2. • In 2009 25% of publications cited; in 2019 80% • Growth across platforms for ten years • 20,000 + media hits • Raised 30+ million dollars • 80% of program is project funded CIFOR Comms 2009-2020
  3. 3. STRATEGY: KEEP IT SIMPLE CIFOR has developed a “highly sophisticated digital communications delivery system that could be a model for DFID projects.” David Talbot, founder of Salon.com and a pioneer of online journalism
  4. 4. 561% increase in clicks on Twitter with followers up 15% at 53k 5.2 million reached with 2,000 posts on Facebook. Fans increased 8% to 60k 9% increase of views on SlideShare with a cumulative total of 1.5 million 23% increase in YouTube views at 242k contributing to 1.7 million lifetime views 5% increase on Flickr with 3.4 million views contributing to 18 million lifetime views 8% increase in website users to 436k,with 1.1 million views including an 18% increase in library views 1,823 media articles about CIFOR, up 12% with potential reach of 1.3 billion 42% increase in Forests News views to 972k, Averaging 2.7k views per day 1.3m publication downloads, down 17% (corresponds to decrease in publication production to 317). 100% increase in LinkedIn followers to 22k with engagement up 40% Domain Authority rank at 64, up from 62 5.4% increase in email subscriptions, at 45k up from 43k DATA, DATA, DATA
  5. 5. Subscribers/Customers not Users Distribution by sector Academia 4.232 CSO 5.980 Private sector 3.280 Research institute 1.959 Youth 4.286 Government 3.029 Media 2.070 Other 27.209 Distribution by region Asia 14.882 Africa 12.393 Europe 10.018 North America 7.032 Latin America 4.981 Others 2.383 Australia 1.164 Oceania 275 Subscribers and email sent Subscribers 53.144 Email sent 210 Open rate 31% Click rate 8%
  6. 6. Publishing: Focus on the Best Open access 2014 2015 2016 2017 2018 2019 Total Open access Total Open access Total Open access Total Open access Total Open access Total Open access Publications 511 393 (77%) 474 364 (77%) 411 301 (73%) 409 327 (80%) 398 327 (82%) 317 262 (83%) Citations 2014 2015 2016 2017 2018 2019 Google 9,999 9,896 11,156 11,194 10,932 10, 947 Web of Science 5,544 6.,243 7,388 8,604 10,026 8,356 Downloads 2014 2015 2016 2017 2018 2019 Total PDF 868,067 988,521 1,540,634 1,479,959 1,541,721 1,281,498 If you think we are paying you to sit around and write publications for each other to read, please think again: Norway Donor Rep at CIFOR Science Meeting
  7. 7. Journalistic approach; Forests News 2018 2019 Subscrbers 440,222 668,073 VIEWS 722,748 968,651 ARTICLES 379 281 Traffic source Users, views and articles 80,000 views per month
  8. 8. Take Risks, Innovate, Innovate, Innovate Fourth website in 2020 will surface content more effectively and add interactive features.
  9. 9. Leverage Conferences GLF EVENT PHYSICAL ONLINE Kyoto 418 2,000,000 Bonn 862 14,700,000 NewYork 763 25,000,000 Accra 795 17,000,000 Luxembourg 192 6,000,000 TOTAL 3,030 65,000,000
  10. 10. Traditional media hate PR BBC, Deutsche Welle, Inter Press Service, Kompas, Los AngelesTimes, Mongabay, Reuters, SciDev.Net,The Conversation, Economist, Jakarta Post, StraitsTimes, CNN, Al Jazera… (Meltwater) From fire and haze coverage 20157000+ on media list, 150 countries 600+ journalists trained from 65 countries
  11. 11. Digital marketing:The New Frontier of Science Communication Customer funnel ACTIVATE GROW
  12. 12. Budget: How much is enough? (ROI,ROI,ROI) 20% 80% Funding type Amount Unrestricted $655,442 Project $2,563,935 Total $3,219,377
  13. 13. GLF: Join us World’s largest knowledge-led forum on integrated, sustainable land use GLF has connected more than 4,900 organizations, 55,000 youth, 90 Governments, 190,000 people from 185 countries– reaching 330 million on social media and 411 million+ through global media, 26 Charter Members The Global Landscapes Forum 2018  Decade on Ecosystem Restoration.  The GEF 7 Food Systems, Land Use and Restoration (FOLUR) Impact Program  8,000 students registered on the Landscape Academy  GLF 2020: Bonn, Kunming, Arusa, Glasgow, Luxembourg (5th Investment Case)
  14. 14. 73 million reach on Twitter, up 98% with followers up 38% at 550K 12.5 million reached on Facebook, with Fans up 36% to 506K 56% increase in website users to 5.9 million users with 14.7 million views 8,479 media articles 4.1m publication downloads, with 3.4K publications produced 93% increase in LinkedIn followers to 257K with engagement up 62% at 6.8 million 477 emails sent to 164K email subscriptions CGIAR Centers and CRPs by the numbers 11 CENTERS, 5 CRPS AND SMO - 2019 Includes KPI’s from Bioversity, CIFOR, ICARDA, CIAT, ICRISAT, IFPRI, ILRI, CIMMYT, CIP, ICRAF, WORLDFISH, FTA, FISH, WHEAT, MAIZE, RTB, WLE and the SMO
  15. 15. cifor.org | forestsnews.cifor.org foreststreesagroforestry.org | worldagroforestry.org globallandscapesforum.org | news.globallandscapesforum.org THANK YOU

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