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KNOW-FOR Case study: Knowledge sharing for impact: The Global Landscapes Forum
The document discusses the transition from a traditional unidirectional communication model to a more interactive web-based model enhanced by social media, enabling quicker dissemination of information and adaptation to user needs. It outlines the strategy for the Global Landscape Forum at the UNFCCC, emphasizing strategic partnerships, media presence, and community engagement to communicate the landscapes approach for future agreements. It highlights the challenges and opportunities in connecting various stakeholders and reaching new audiences in the context of sustainable development goals.
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KNOW-FOR Case study: Knowledge sharing for impact: The Global Landscapes Forum
- 2. Traditional communication model: apebble in a pond • Unidirectional • Passive • Dissemination is slow and expensive • Long lag time to impact
- 3. Add 2.3 billioninternet users
- 4. Fundamentals of themodel CIFOR GLF Output • Web-based, leveraging social media • Combines with traditional outreach to expand/deepend impact pathways • Constant monitoring, adaptation to user needs • Shift from printed pages to downloads • Much shorter time to impact
- 5. Global Landscape Forum • • • • • • Leveragethe UNFCCC - Conference of the Parties. Leverage the power and communication assets of 52 organizations 1800 participants, 120 speakers, 250-350 UNFCCC delegates Strategic communication campaign /media partners Large media presence, live web streaming Host country partners: Minister of Environment/COP President, State Forests, Minister of Agriculture (Forestry and Agricultural Faculties)
- 6. Crafting the Message Challenges: • Complexity • Intangibility • Silos • Successor to Forest Day Opportunities: • Connect communities • Link to global issues • Reach new stakeholders
- 7. Communications objective To developthe potential of the landscapes approach to inform future UNFCCC agreements and the proposed Sustainable Development Goals.
- 8. The Media: Innovativeknowledge sharing
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- 11. Youth: The futureof sustainable landscapes • The most active online community • 150 speaker submissions A third of website traffic 13000 votes for winner Integrated into the conference outcome statement
Editor's Notes
- #2 Overview of CIFOR’s communication program for the many new CIFOR staff.3 parts: Looking back on the many initiatives we have had underway in the past year.I will then look at some emerging new developmentsAnd lastly I will look at the major things that to happen in coming months.
- #3 This model provides little direct contact with stakeholders
- #5 Assuming demand, rapid increase journal/publication readership and publication downloads -- and citations. Know your stakeholders (think five, not 100,000)Visualize a stakeholder in each ring of the process/diagramShare your platforms and content with partnersDon’t limit yourselves to just your own organizations content. Take and disseminate news feeds, other readings/publications etc. (on our FCC site we run “weekly readings” of other organizations chosen by our scientists.
- #6 Landscape Days will bring together the world’s pre-eminent forest and agriculture stakeholders, agenda setters and policy makers to address key forest, agriculture and climate issues
- #7 Challenges:-Complexity: This is, I feel, a common problem across all of our institutions. In this particular case study, the landscape approach is a complex topic without a clear solution. It is challenging to find ways to explain these issues that have meaning to all stakeholders. E.g. Terry says many donors ask “ok so we kind of understand what the landscape approach is, but how do we apply it?”-Intangibility: Landscape approaches are abstract and large-scale, which makes it hard for people to picture. -Diversity: Many communities spread out all over the world (and the web). Each doing their own thing and often efforts overlap but are not coordinatedOpportunities:-We saw GLF as a real opportunity to not only move away from our silos in research, but also our silos in communication to really develop a community of best practice-We also saw an opportunity to use the COP as a time to ride the wave of attention to land use issues.
- #8 If you are going to work through a case study of GLF, it’s important
- #9 -hurricaneGLF: Connect on landscape.org-twitter (social media: post2015 talking about landscapes).-youth-paper.li-mockup of new landscapes page-surveyFCC
- #10 -Stress that the reason this site has been so successful is because it was built as a conference site, where GLF partners contribute content and help build the momentum. As GLF is over, the strategy and design of the site has to change to reflect this change to become an information hub on landscapes.-The pre-conference traffic to this site has been huge -> more than double ag day and forest day traffic during both conferences
- #11 Key message: Engagement-Paper.li is an online customized newspaper set up to automatically aggregate content based on Twitter feeds, news sources and keywords or hastags. Landscapes News sent weekly (daily during COP) via Twitter to GLF, CIFOR and CCAFS twitter followers (around 25,000 individuals) and by email to GLF participants and UNFCCC negotiators.-Twitter chats - Tony La Vina, Peter Holmgren, the Guardian -> helped us to reach audiences we would not normally-
- #12 The aim of this event is to harness the strength of online networks to bring together youth and those working with youth in landscapes sectors to highlight issues and possible solutions in mobilising youth to achieve a sustainable future Over 150 submissions received to speak at the youth session, 10 selectedNeed to check website traffic stat with Peter Casier
- #13 -Stress that the reason this site has been so successful is because it was built as a conference site, where GLF partners contribute content and help build the momentum. As GLF is over, the strategy and design of the site has to change to reflect this change to become an information hub on landscapes.-The pre-conference traffic to this site has been huge -> more than double ag day and forest day traffic during both conferences
- #14 Layout: Closing SlideVariation: none