Upwell researched how people talk about California's marine protected areas online to learn what drives conversation and understand how to better engage Californians in paying attention to protected ocean resources. Our findings show that most conversation about marine protected areas is educational in nature, but the content that drives conversation is celebratory and connects humans to marine resources. Talking about wildlife, explaining how MPAs work, and connecting with recreational and tourist activities helps increase attention. We also learned that there is a big opportunity for advocates, ocean managers and educators to tap into local conversations to curate content, find new audiences and connect with local businesses that can serve as brand ambassadors for marine protected areas and marine reserves. While conversation volume about California's marine protected areas is relatively low, there is a big opportunity to increase attention and impact through creative and targeted communication strategies. You can view the recording of our August 2014 presentation of our research and recommendations at https://cc.readytalk.com/cc/playback/Playback.do?id=26b7r3. Special thanks to the Resources Legacy Fund for their great work in establishing and protecting CA marine protected areas, and for making this research possible.

1. Online Conversation
about California’s
Marine Protected Areas
July 2014

8. 140000
120000
100000
80000
60000
40000
20000
0
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
!!!
Ocean
Dolphins & Whales
Sharks
Tuna
Gulf of Mexico
Overfishing
Sustainable Seafood
Marine Protected Areas
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12

9. Campaign insight

11. Keyword
Research
People
Brand
Campaign
News
Story /
Blog Post
Issue/
Cause
Big
Conversation

12. Keyword
Research
People
Brand
Campaign
News
Story /
Blog Post
Issue/
Cause
Big
Conversation
California’s
MPAs
Michael Sutton
OceanSpaces
#CalifMPAs
“Restrictions on fishing in
marine sanctuaries seem to
be working”
Sanctuaries, reserves,
conservation areas

14. 140000
120000
100000
80000
60000
40000
20000
0
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
!!!
Ocean
Dolphins & Whales
Sharks
Tuna
Gulf of Mexico
Overfishing
Sustainable Seafood
Marine Protected Areas
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12

15. 500
450
400
350
300
250
200
150
100
50
0
California MPAs Social Mention Volume (12/1/12-1/31/14)
Dec '12 Jan '13 Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14
CA MPAs

16. 500
450
400
350
300
250
200
150
100
50
0
California MPAs Social Mention Volume (12/1/12-1/31/14)
Median daily mentions:
40 mentions
Average daily baseline:
21 mentions
Dec '12 Jan '13 Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14
CA MPAs

17. 500
450
400
350
300
250
200
150
100
50
0
Birthday
celebration
continues
California MPAs Social Mention Volume (12/1/12-1/31/14)
Dec '12 Jan '13 Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14
CA MPAs
CA network of MPAs complete
Underwater Parks
Day
#MPAsWork
Twitter Chat
Birthday
Central Coast
MLPA Symposium;
#CalifMPAs
CA Ocean Day,
COAST luncheon;
#CalifMPAs
Obama to
expand
sanctuaries
Possible
Boat Hoax
LA Times
Editorial
Marine
sanctuaries
appear to be
working
(LA Times)

19. News coverage drives spikes

20. Conservation meetings drive
spikes

21. Celebratory events drive spikes

22. Conversation mostly among NGOs
57
55
50
48
42
40
39
38
36
36
33
32
28
27
25
22
20
18
17
17
16
98
117
115
@Ocean_Spaces
@EKnight_OST
@ErinMeyerPhD
@ThePacificOcean
@CaliforniaOST
@HCarter_OST
@lizwhiteman
@HReiff
@tony_hale
@heroicseas
@PenWW
@N__W__S
@JessicaShugart
@GeorgeHLeonard
@jen_savage
@LAWaterkeeper
@R_y_a_n_M
@HealTheBay
@ThankYouOcean
@morgan_id
@OpenChannelsOrg
@ProjectBlueHope
@OurOcean
@brendanmcl
Number of tweets by account, 12/1/2012 – 1/31/2014
213
0 50 100 150 200
@MPAtlas

23. Most 2013 tweets were technical

24. Most California MPA tweets
educate
Educate
Protect
Love

25. Highest engagement from love
and protect

26. Highest engagement from love
and protect

27. Case studies

28. 900
800
700
600
500
400
300
200
100
0
CA MPA Case Study Locations Social Mention Volume (12/1/12-1/31/14)
Dec '12 Jan '13 Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14
Anacapa Farallon Islands Pt Lobos Elkorn Slough Pt Reyes
Farallon
Islands
(1328
mentions)

29. Photos dominate in specific areas
Point Reyes Anacapa Island
More at: https://storify.com/upwell

30. Q&A

31. Strengthening the
MPA conversation

33. Celebrate and protect.

34. Most California MPA tweets
educate
Educate
Protect
Love

35. Educate
Love
Tip: more <3 and protect
Protect
Educate
Protect
Love
2013
2014?

36. Tip: happy visuals

37. Tip: be human

38. Use what’s out there.

39. Tip: curate from enthusiasts

40. Tip: tie into shoreside campaigns
and events

41. Tip: meet people where they are
(online)

42. Who are your brand
ambassadors?

43. Listen and be present.

44. Listen beyond brand

45. Listen to support peers
#CalifMPAs
Weekly Twitter volume for “#CalifMPAs,” 12/1/2012 – 1/31/2014

46. Listen to curate

47. Is your MPA geo-tagged?

48. Q&A