Social Media for Sustainability

The promise of

Social Learning

change in understanding

beyond the individual

by social interaction

Arab Spring

BP Oil Spill

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“a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.

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Kaplan, Andreas M.; Michael Haenlein (2010) "Users of the world, unite! The challenges and opportunities of Social Media". Business Horizons 53(1): 59–68.

WORLDWIDE: 2,267,233,742

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7.9 new users per second

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why ?social media

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A 2004 study showed that up to 77% of conservation management actions are based solely on anecdotal evidence rather than scientific data

17Sutherland, W.J., Pullin, A.S., Dolman, P.M. & Knight, T.M. (2004) The need for evidence-based conservation. Trends in Ecology and Evolution, 19, 305–308.

75% of Internet surfers use ‘‘Social Media’’ as an information source

18Forrester Research (2008)

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- citations: 6- Views on scribd: 449- Views of ppt on slideshare: 722- Tweets: 20- Facebook shares: 4

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Evely, A.C., Pinard, M., Reed, M.S., Fazey, I., 2011.

High levels of participation in conservation projects enhance learning. Conservation Letters 4, 116-126.

People learn best from other people – usually those who are like them and they can trust

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MavenConnectorSalesperson

SL

What is social learning (SL)?

Reed MS, Evely AC, Cundill G, Fazey I, Glass J, Laing A, Newig J, Parrish B, Prell C, Raymond C, Stringer LC (2010) What is social learning? Ecology & Society 15 (4): r1. [online]

A change in understanding

Goes beyond the individual

Via social interaction

ACTIONABLE ENGAGEMENT

OUTPUT REQUIRES

VIRALITYREWARD

RECOGNITION INFLUENCE

Do Share Gain

Results

Elements of a “Classic” Social Media Plan

Do:Actionable engagement

Share:Build in virality

Gain:The Sims fashion contest

What output are you trying to increase?

What action would support (increase) that?

What would be a creative activity involving thataction?

What is a way to take that activity and make it viral?

What do they gain?

“PUVV”the basic design principles that grab people’s attention

PersonalUnexpectedVisual Visceral

A word of

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“Invisible Children”

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March 5, 2012 “Kony 2012”

new website and videoRaise awareness of Kony Increase public pressure to capture KonyDonate to the cause

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Viral Spread

20 celebrities and 12 politicians as supporters

These then tweeted their support and asked followers to spread the message

Facebook pages

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Viral Twitter Explosion!!

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Oprah 11.2M Followers“Thanks tweeps for sending me info about

ending #LRAviolence . I am aware. Have supported with $’s and voice and will not stop.#KONY2012.”

Rihanna: 18.5M Followers “#KONY2012 Spread the word!!! PLEASE go

to Invisiblechildren.com Even if its 10 minutes… Trust me, you NEED to know about this! #1LOVE”

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100M views in 6 days

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6 Days To 100M Views

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April 20 “Cover the Night” poorly supported in US and worldwide

“Kony Part II – Beyond Famous” video had fraction of “Kony 2012” viewings

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What Happened?

A word of

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Share + Do:Greenpeace: ‘Dove Onslaught(er)’

Share + Do + Gain:‘Levis & Water.org’

Share + Do + Gain:‘Sustainable Learning’

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Developing a social media plan:

Central Activity

Videos, Words, Pictures

Spread the word daily

Home portalSocial Networks

BlogsMessaged boards

ForumsSocial bookmarkers

Content sharing sites: YouTube, Flickr etc

Emails

1. Organize your content around a central activity, like an event and/or contest

2. Spread the word about your central activity every day using selected social media platforms: start conversations, make comments, send messages, share links, photos, videos, ask your community to invite their friends

3. Weave your platforms together

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“”

Tell me and I’ll forget, show me and I may remember, involve me and I’ll understand.

Anna Evely anna@mayaproject.org

Project MAYATwitter: @AnnaEvely, @projectmaya, @sustainlearning

Thanks also to:Mark Reed, Ioan Fazey and Lindsay Stringer of the Sustainable Learning project

Thank You