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
