using social media to raise environmental awareness

Laura Lee Dooley - WCEE, May 2014

Using Social Media to Raise Environmental Awareness

Laura Lee DooleyOnline Engagement Architect and StrategistWorld Resources Instituteabout.me/lauraleedooley

Laura Lee Dooley - WCEE, May 2014

WRI’S MISSION | To move human society to live in ways that protect Earth's environment and its capacity to provide for the needs and aspirations of current and future generations.

Laura Lee Dooley - WCEE, May 2014

WRI’S UNIQUE ROLE

Environment

Development

Action Ideas

Laura Lee Dooley - WCEE, May 2014

WRI’S VALUES

Independence

Innovation

Integrity

Respect

Urgency

Laura Lee Dooley - WCEE, May 2014

Forests WaterEnergyClimate Food Cities

SIX MAJOR CHALLENGES, THREE APPROACHES

Business

Governance

Finance

Laura Lee Dooley - WCEE, May 2014

InstitutionalPlanned “light touch” officesProject staff on the ground, deep partnership, and/or project officeActive partnerships

WRI’S GLOBAL PRESENCE

Laura Lee Dooley - WCEE, May 2014

WRI’S GLOBAL NETWORK

InstitutionalPlanned “light touch” officesProject staff on the ground, deep partnership, and/or project officeActive partnerships

Laura Lee Dooley - WCEE, May 2014

Social media

is all about relationships, trust, and interaction.

Laura Lee Dooley - WCEE, May 2014

People like doing business with people they know …

… and love doing business with people they trust.

Edelman Trust Barometer 2008

Laura Lee Dooley - WCEE, May 2014

TRUST is personal . . . requires risk-taking . . . about relationships, not

transactions . . . based on being willing to put the other’s needs first.

Laura Lee Dooley - WCEE, May 2014

Based on “Creating Brand Insistence” by The Blake Project, 2007

5 attributesthat drive users to insist on specific brands

Awareness

Accessibility V

alue

EmotionalConnection

Relevant

Differentiation

BUILDING AND SUSTAINING TRUST

Laura Lee Dooley - WCEE, May 2014

10 SOCIAL STRATEGY RULES

Laura Lee Dooley - WCEE, May 2014

Social Strategy Rule #1.

DO IT!

Photo credit: flickr/qwrrty

Be present or be invisible. ignored. unheard. passed by. distrusted.

Laura Lee Dooley - WCEE, May 2014

SOCIAL MEDIA BENEFITS

• Credibility and trust• Communities of interest• News and Information• Online conversation• Encourage action• Drive traffic• Mobile access• Expand your reach

Laura Lee Dooley - WCEE, May 2014

Source: Pew Internet

Feb-

05

Aug-

06

May

-08

Apr-

09

May

-10

Aug-

11

Feb-

12

Aug-

12

Dec

-12

May

-13

Sep-

13

9%

49%

67%

76%

86% 87% 86%92%

83%89%

90%

7%8%

25%

48%

61%68%

72% 73% 77% 78%

73%

6% 4%

11%

24%

47% 49%50%

57%

52%

60%

65%

7%

13%

26%29%

34%

38%

32%43%

46%

8%

16%

29%46%

61%64% 66%

69% 67%72%

78%

18-29 30-49 50-6465+ All Internet users

Social Networking Site Use by Age Group, 2005-2013% of Internet users in each age group who use social networking sites

Laura Lee Dooley - WCEE, May 2014

Social Strategy Rule #1:

DO IT!

• Training and hand-holding• Help people find their “AHA!” moment• Social Media Policies and Guidelines

– Employees as representatives of your organization

– Expectations safeguard employee and employer interest

– Resources:

• http://socialmedia.policytool.net/

• http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field-units

Laura Lee Dooley - WCEE, May 2014Photo credit: flickr/xslim

“Seek first to understand, then to be understood.”

Stephen Covey (Habit 5)

Social Strategy Rule #2.

LISTEN FIRST

Laura Lee Dooley - WCEE, May 2014

Social Strategy Rule #2.

LISTEN FIRST!

Photo credit: flickr/xslim

1. Point of need2. Influencer3. Crowd4. Competitor5. Crisis6. Campaign impact7. Question of inquiry8. Problem9. Compliment10. Complaint

Laura Lee Dooley - WCEE, May 2014

Social Strategy Rule #3.

DEVELOP A ROADMAP

Photo credit: flickr/Editor B

“Begin with the end in mind. Mental creation precedes

physical creation.” Stephen Covey (Habit 2)

Laura Lee Dooley - WCEE, May 2014

Social Strategy Rule #3:

DEVELOP A ROADMAP | PROJECT GOALS

• What change do you want to see in the world? • What do you want people to do?• Who are your key audiences?• What are your resources?

By [DATE], I want [THIS THING] to be [VERBED].

Specific • Measurable • Attainable • Realistic • Tangible/Timely

Laura Lee Dooley - WCEE, May 2014

Rela

tions

hips

Information Seeker

Repeat Visitor

Marketer

Advocates, Ambassadors

Partners, Donors

Actio

n

Trus

t

Laura Lee Dooley - WCEE, May 2014

Social Strategy Rule #4.

GO WHERE YOUR AUDIENCE IS

Photo credit: flickr/stignygaard

If you build it, they won’t necessarily come.

Laura Lee Dooley - WCEE, May 2014

Facebook Twitter LinkedIn Google+ Pinterest Instagram

1,310

646

292

540

70150

TOP SOCIAL NETWORKSby millions of active users

Laura Lee Dooley - WCEE, May 2014

Laura Lee Dooley - WCEE, May 2014Photo credit: flickr/xslim

• CURRENT information• Google yourself• Review privacy & change

passwords periodically• Familiarize yourself with

new features• Post periodically

Social Strategy Rule #5.

KEEP YOUR PROFILE UPDATED

Photo credit: flickr/juanjocarvajal

Laura Lee Dooley - WCEE, May 2014Photo credit: flickr/waltstoneburner

“ No man is an island entire of itself; every man 

is a piece of the continent, a part of the main...”

John Donne (1572-1631)

Social Strategy Rule #6.

BUILD YOUR SOCIAL CIRCLE

Laura Lee Dooley - WCEE, May 2014

Social Strategy Rule #5:

BUILD YOUR SOCIAL CIRCLE

Who are you connecting with?• Who do you know?• Who do you trust?• Who do you want to listen to? • Who do you want to influence?

• You don’t need to connect with everybody.

Laura Lee Dooley - WCEE, May 2014

Pre-contemplation Contemplation Action (Maintenance)Positioning – where audience is now vs. where you want them to be

Laura Lee Dooley - WCEE, May 2014

Social Strategy Rule #7.

ESTABLISH YOUR VOICE

Photo credit: flickr/Hazzat

It’s not about you.

It’s about the valueyou bring to others.

Laura Lee Dooley - WCEE, May 2014

Laura Lee Dooley - WCEE, May 2014

Edelman Trust Barometer

Regular employee

Government official

CEO

Person like yourself

NGO representative

Technical expert in company

Financial or industry analyst

Academic or expert

34%

43%

50%

43%

47%

64%

53%

70%

50%

20%

38%

65%

50%

66%

46%

68%

50%

36%

53%

61%

51%

67%

51%

69%

52%

36%

43%

62%

52%

66%

53%

67%

2014

2013

2012

2011

VOICES MOST TRUSTED

Laura Lee Dooley - WCEE, May 2014

Social Strategy Rule #7:

ESTABLISH YOUR VOICE

MESSAGE• Issue focus• Goal• Personality

TOOLS AND TACTICS• Resources• Channels

Laura Lee Dooley - WCEE, May 2014

CONTENT IS STILL KING

• Real-time• Fact-driven• Visual• Efficient• Curated

• In-depth• Searchable• Quotable• Evergreen• Shareable

• Creates Emotional Response

Laura Lee Dooley - WCEE, May 2014

Laura Lee Dooley - WCEE, May 2014

Transparent World

Jane Goodall Institute

Google

OSFAC Terra-i

Center for Global Development

UNEPUNEP

Norway

Vizzuality

Esri

Global Forest Watch Canada

Indonesia

USAID

US State Department

InternationalPaper

Netherlands

GEF

Blue Raster

WFF

U of Maryland

Laura Lee Dooley - WCEE, May 2014

CAPITALIZE ON THE INFORMATION REVOLUTION | VISUALIZATION

Laura Lee Dooley - WCEE, May 2014

THE VISUAL: POPULAR FACEBOOK POSTS

Laura Lee Dooley - WCEE, May 2014

Content is Still King

Source: Jay Baer

Laura Lee Dooley - WCEE, May 2014

IF YOUR MESSAGE IS POWERFUL IT WILL BE SHARED

#Bringbackourgirls | CartoDB http://ow.ly/wHyla

Laura Lee Dooley - WCEE, May 2014

Social Strategy Rule #8.

KNOW YOUR COMMUNITY

Photo credit: flickr/David_Shankbone

Who are your …• Friends• Fans• Followers• Readers• Repeaters• Subscribers• Advocates• Free agents

Laura Lee Dooley - WCEE, May 2014

Laura Lee Dooley - WCEE, May 2014

Social Strategy Rule #9.

TAKE TIME TO ENGAGE

Photo credit: flickr/ what_i_see

“It’s not enough to be busy, so are the ants. The question is,

what are we busy about?”Henry David Thoreau

Laura Lee Dooley - WCEE, May 2014

SOCIAL MEDIA TIME MANAGEMENT

Tota

l Tim

e Co

mm

itmen

t

Source: Amber Naslund. 2010.

Laura Lee Dooley - WCEE, May 2014

Social Strategy Rule #10.

MEASURE AND TRACK

Photo credit: flickr/stevenharris

“Measurement is your map, and metrics are your signposts.”

Beth Kanter,Katie Delahaye Paine

Laura Lee Dooley - WCEE, May 2014

SOME BASIC METRICS | NUMERICAL

• Growth – friends, followers, fans, connects, subscribes

• Twitter – shares, retweets, mentions, clickthroughs

• Facebook – shares, likes, comments, messages

• LinkedIn – shares, comments, views, clicks, likes

• YouTube, Slideshare, Flickr, Vimeo – views, embeds, comments, favorites

• Email, RSS feeds – opens, views, clickthroughs

• Social bookmarking – saves, likes, clickthroughs

• Website – pageviews, visits, time on page, shares, connects

Laura Lee Dooley - WCEE, May 2014

SOME BASIC METRICS | EMPIRICAL

• Online influence offline (and visa-versa)• Who is talking about you?• What are they saying?• Who is sharing your content?• Milestones achieved toward goal

Laura Lee Dooley - WCEE, May 2014

10 SOCIAL STRATEGY RULES

1. Do it!

2. Listen First

3. Develop a Roadmap

4. Go Where Your Audience Is

5. Keep Your Profile Updated

6. Build Your Social Circle

7. Establish Your Voice

8. Know Your Community

9. Take Time to Engage

10. Measure and Track

Laura Lee Dooley - WCEE, May 2014

What does YOUR social strategy look like?

Laura Lee DooleyOnline Engagement Architect and StrategistWorld Resources Instituteabout.me/lauraleedooley

lauralee@wri.org