Using Social Media Strategies to Increase Environmental Awareness


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This presentation was given by Raul Pacheco-Vega, PhD at Northern Voice's MooseCamp (February 20th, 2009).

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  • Hey guys, heard about SOCIAL MEDIA WEEK (SMW)? I checked out the links blogs and videos which are posted in You Tubes and various websites and it sounds interesting to me. I really look forward to attending SOCIAL MEDIA WEEK (SMW) where I can get connected with other people and organisation where I can share my experiences and learn their experiences from different walks of life.
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  • Hey guys, do you know about Social Media Week? It’s awesome to be a part of it, last year I was in London and this time it’s coming to our own fashion city, MUMBAI...... I am so excited and eagerly waiting for lots of fun and infotainment...... to know more about SMW please check out this link....
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  • research,,,
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Using Social Media Strategies to Increase Environmental Awareness

  1. 1. Using Social Media Strategies to Increase Environmental Awareness Raul Pacheco-Vega, PhD MooseCamp/Northern Voice 2009 The University of British Columbia February 20 th , 2009 Vancouver, Canada
  2. 2. Agenda <ul><li>Why use social media (when I have so much other stuff to do)? </li></ul><ul><li>What are the lessons I have learned from others’ use of social media? </li></ul><ul><ul><li>Elements of a social media campaign and a few case studies </li></ul></ul><ul><li>How can I make use of social media to raise awareness of environmental issues? And... How can YOU make use of SM? </li></ul><ul><li>Summary </li></ul>
  3. 3. Why use social media when I have so much other stuff to do? <ul><li>Building a presence online </li></ul><ul><ul><li>Creating a work portfolio that can be accessible and showcases who I am and what I do. </li></ul></ul><ul><li>Find and absorb information that is available (more online than offline) </li></ul><ul><ul><li>“ Those age 65 and older are nearly 3 times more likely (index of 296) than average to read the print edition of newspapers 6 times per week, while those age 18-24 are 38 percent more likely than average to not read a print newspaper at all during a typical week.” </li></ul></ul><ul><ul><ul><li>Comscore (2008) </li></ul></ul></ul><ul><li>Creating networks of like-minded people </li></ul><ul><ul><li>Social networking around same kinds of issues </li></ul></ul><ul><li>Raising awareness </li></ul><ul><ul><li>Building up the profile of issues I am interested in and making my personal concerns explicit in a way that creates interest in others. </li></ul></ul>
  4. 4. Elements of an awareness-raising social media campaign <ul><li>Target audience and demographics </li></ul><ul><ul><li>Who is your target and what do you expect them to do when you deploy your social media strategy? </li></ul></ul><ul><li>Issue selection and galvanization mechanism </li></ul><ul><ul><li>What is the issue you’re fighting for? </li></ul></ul><ul><ul><li>How are you going to galvanize the public/convince them? </li></ul></ul><ul><li>Platform selection and deployment </li></ul><ul><ul><li>What kind of platform and justification for its use </li></ul></ul><ul><li>Life cycle and stabilization </li></ul><ul><ul><li>Pre-launch strategizing </li></ul></ul><ul><ul><li>Launch (soft/hard) </li></ul></ul><ul><ul><li>Follow-up and continuity </li></ul></ul><ul><ul><li>Assessment and evaluation </li></ul></ul>
  5. 5. Target audience & demographics Issue selection & galvanization mechanism Platform selection & deployment Life-cycle & stabilization DeSmogBlog Mainstream media & PR folks Global warming Blogs Short-medium term Earth Hour Canada General public Energy conservation Twitter and Facebook Short-term Vote for Average Canadian voters (>18 yrs old) Environment as an outcome of political decisions Twitter/blog & Facebook Very short term Save the Great Bear Forest Average Canadian folk Biodiversity conservation Flickr/Facebook/Twitter Medium term Academics & general public Wastewater, public policy Twitter/blog –Facebook/Flickr Long term
  6. 6. My own case <ul><li>Created a personal presence online </li></ul><ul><ul><li>My (personal) blog </li></ul></ul><ul><ul><ul><li>Switched platforms and experimented with a variety of tools </li></ul></ul></ul><ul><li>Built my online presence </li></ul><ul><ul><li>Flickr ( ) </li></ul></ul><ul><ul><li>Twitter ( ) </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>Customized my online presence </li></ul><ul><ul><li>Personal ( ) </li></ul></ul><ul><li>Launched a separate online presence </li></ul><ul><ul><li>Professional ( ) </li></ul></ul>
  7. 7. My research site
  8. 8. Summary <ul><li>Sustainability MUST be in the conversation </li></ul><ul><ul><li>But it’s not the ONLY element </li></ul></ul><ul><ul><li>Other issues (homelessness, poverty, justice, human rights) </li></ul></ul><ul><ul><li>Lessons are transferrable and transportable </li></ul></ul><ul><li>New directions for social media </li></ul><ul><ul><li>Creating conversation, sustaining bi-directionality </li></ul></ul><ul><ul><li>Building online reputation </li></ul></ul><ul><ul><li>Raising awareness through galvanization of issues </li></ul></ul><ul><ul><li>Deploying a variety of tools in a myriad of platforms </li></ul></ul>
  9. 9. Questions <ul><li>Thanks for coming! </li></ul><ul><li>Contact me ( research ): </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Contact me ( social media ) </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>