1. We were born to share.
Rachel Weidinger
@rachelannyes
2014

2. @upwell

3. Abundance is our frame.

4. Slide&7:&How&To&Solve&3&Tips:&#3&
Attention is
renewable
mission fuel.

5. Winner
shares all.

6. Be a griot.

7. Amplify good.
Long audience,
big here.

8. Architecture of
transparency.

10. @upwell

13. 0
20000
40000
60000
80000
100000
120000
140000
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12
Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna
140,000
120,000
100,000
80,000
60,000
40,000
20,000

15. 110%
65%
231%
187%
20122013
Team Ocean
Team Ocean
Shark Week
Shark Week
Team Ocean grew 2-3 times
faster than Shark Week
Year-over-year growth in social mentions

16. Distributed Network

19. Tweet!
Follow and

20. 0
20000
40000
60000
80000
100000
120000
140000
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12
Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna
140,000
120,000
100,000
80,000
60,000
40,000
20,000

22. Package Content

23. Distributed Network

24. Measure Impact

25. The Overfishing Conversation
Upwell Campaign and Social Mention Spikes Oct 2011- Jan 2012 !
NU-1
NU-2
0
2000
4000
6000
8000
10000
12000
14000
Oct-11 Nov-11 Dec-11 Jan-12
Baseline Mean +1 STDEV OFOverfishingSpike Threshold
Winter 2011

26. The Overfishing Conversation
Upwell Campaign and Social Mention Spikes Feb 2012- May 2012 !
NU-3
0
2000
4000
6000
8000
10000
12000
14000
Feb-12 Mar-12 Apr-12 May-12
Baseline Mean +1 STDEV OFOverfishingSpike Threshold
Spring 2012

27. The Overfishing Conversation
Upwell Campaign and Social Mention Spikes Jun 2012- Sep 2012 !
China Shark Fin
Soup Ban
Shark Week
NU-4
Cathay
Pacific
Livestrong
0
2000
4000
6000
8000
10000
12000
14000
Jun-12 Jul-12 Aug-12 Sep-12
Baseline Mean +1 STDEV OFOverfishingSpike Threshold
Summer 2012

28. The Overfishing Conversation
Upwell Campaign and Social Mention Spikes Oct 2012- Jan 2013 !
Vote4the
Ocean
Costa Rica
Fin Ban
JAWS vs
Sinatra
Antarctic
(day 1 of 15)
NMS 40th &
NYT Trawling
Antarctic Ocean (day 10)
& I Oyster NY
How to Kill
a Great White
Antartic
(day 15)
Gangnam Style,
CA MPAs,
Fish Tornado
Seamounts
& Rooftops
NU-5
Cuomo
Oysters NY
Pacific Bluefin
the 96.4%
Big Blue
Blogs
0
2000
4000
6000
8000
10000
12000
14000
Oct-12 Nov-12 Dec-12 Jan-13
Baseline Mean +1 STDEV OFOverfishingSpike Threshold
Winter 2012
+71% daily vol
+784% spike freq.
+475% high spike

29. The Overfishing Conversation
Upwell Campaign and Social Mention Spikes Oct 2011- Jan 2012 !
NU-1
NU-2
0
2000
4000
6000
8000
10000
12000
14000
Oct-11 Nov-11 Dec-11 Jan-12
Baseline Mean +1 STDEV OFOverfishingSpike Threshold
Winter 2011

31. &
&
How can you give
permission
for an upwelling
on *your* team?
<3, @upwell