know-for case study: knowledge sharing for impact: the global landscapes forum

KNOW-FOR Case study: Knowledge sharing for impact: the Global Landscapes

Forum

John Colmey, Director of Communications, CIFOR

Annual Meeting 2013

• Unidirectional• Passive• Dissemination is slow

and expensive• Long lag time to

impact

Traditional communication model: a pebble in a pond

Add 2.3 billion internet users

• 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

Fundamentals of the model

CIFOROutput

Knowledge

sharing

Knowledge

sharing

Knowledgesharing

Impact

Impact

Impact

GLF

Global Landscape Forum

• Leverage the 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)

Crafting the Message Challenges:• Complexity• Intangibility• Silos• Successor to Forest

Day Opportunities:• Connect communities• Link to global issues• Reach new

stakeholders

Communications objective

To develop the potential of the landscapes approach to inform future UNFCCC agreements and the proposed

Sustainable Development Goals.

The Media: Innovative knowledge sharing

Landscapes.org

Non-Branded conference web site An information hub on landscapes

150 partners contributing content

Over 24,000 visits/week

Social media

Cumulatively reached over 1,300,000 people

Paper.li – create your own newspaper

Twitter chats Google group

connecting 217 partners

60 on-site social reporters

Youth: The future of 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