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Engaging the World:
The Paris Climate Talks
Julie Szabo & Darren Barefoot
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100000
120000
140000
1 2 3 4 5 6 7 8 9 10 11 12 13
Visits
Day
COP 15
COP 20
COP 21
Visits
Comparing COPs
What should the tweet be?
meth·od·ol·o·gy
A two-pronged marketing & engagement approach
Heartbeats
• Website/blog content
• Email updates & asks
• Events, rallies,
protests
• Press releases
• Online advertising
• Social media updates
Remarkables
• Cut through “noise”
• Tell stories that inspire
• Offer an insider’s
perspective
• Make an emotional
connection
• Make you look twice
“Safe is risky and risky is safe.”
– Seth Godin
Engaging the Media
Engaging the Public
Engaging Attendees
“Learning and innovation go
hand-in-hand. The arrogance of
success is to think that what you
did yesterday will be sufficient for
tomorrow.”
– William Pollard
bit.ly/CapuletBTH
Thanks for
listening!

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