Environmental Action Planning

Housekeeping

• MUTED

• Orange Arrow – don’t need to use this, it minimises the control panel. Clicking it a second time will bring it back if you do it by mistake

• Don’t close the dialogue box as this will exit you from the webinar.

• Hand – this is a way to raise attention if there is an issue

• Question box – finally you can use the question box to message us during the webinar.

Social Media & Communications Surgery

23rd January 2015

Lucy Latham

Environmental Sustainability Coordinator

UNTIL MARCH 2015

PARTNERS:

Who is it for?

• SMEs & micro businesses

• Creative industries

• East of England

What’s on offer?

• One to one expert support

• Events, workshops and webinars

• Tools and resources

• Networking opportunities

Support with:

• Developing your business case for environmental action

• Implementing action plans and achieving carbon reductions

• Access to finance

• Employment law and apprenticeships

Conference 18th February at the Royal Opera House: register for free!

Julie’s Bicycle

We make environmental sustainability intrinsic to the business, art and ethics of the creative industries.

Research

Practical tools & resources

Collaborative projects

Networks & events

www.juliesbicycle.com

How we work

Research

Practical Tools and Resources

Bespoke Support and Projects

Data Gathering

Sharing knowledge

Networks and Events

Together we can be bigger than the sum of our parts.

Artists

Audiences

Leaders

Businesses

Creatives

Freelancers

Suppliers

NEW JB website!

• Case studies

page

Why it’s worth it

• Arts and Culture:

• Have an impact far beyond their own footprint

• Enable us to understand complex issues

• Have a role to play in social change

Business case

• Demonstrates your values as a business• Trust

• Relationship building / networks / communities

• Plugged into wider environmental/social/economic issues

• Value as an employer – staff care

• Business acumen • Efficiency (funders!)

• Long-termism

• Resilience

• Leadership

• Self-promotion

Why engage?• Build your brand

• Transparency builds trust and understanding

• Celebrate and gain recognition for your achievements

• Share best practice

• Major opportunity for leadership

• Encourage participation and new ideas

• Influence change

• Avoid missing out on opportunities

Core principles

• 1. Listen (to what your audience and peers are saying and get involved in the conversation)

• 2. Inform (always give people interesting content – no one wants to hear mindless selling)

• 3. Engage (ask questions, invite feedback - respond! Getting people to tweet for you or on your behalf is the holy grail!)

Does it work?

• 41% of festival goers in 2012 said they actively changed behaviourfrom encountering sustainability messages at festivals.

• Isle of Wight Festival reduced audience travel emissions by 26%between 2009 and 2010 by promoting travel alternatives like carshare, increased car occupancy and cyclist facilities.

• Manchester Art Gallery reduced energy emissions by 15% by displaying “live” energy use in the building, enabling visitors to make informed choices.

Social Media Wheel

The world is changing…

Social Media for DummiesIt might seem daunting, but everyone can do it. The internet

is full of free resources and people sharing their ideas and

experiences. Social Media is a very sociable topic!

• http://blog.a-m-a.co.uk/becoming-a-social-arts-

organisation/

• http://culturehive.co.uk/resources/becoming-a-social-arts-

organisation

• http://blog.a-m-a.co.uk/category/social-networks/

Twitter: Getting started

• Go to Twitter.com, and create a free account.

• Learn Twitter terminology. • When you post something, it’s a tweet.

• When you repost something from another user, it’s a retweet or RT.

• Trending topics, or TT, are topics discussed by many users at a given time.

• You can Favourite a tweet by clicking on the star. That is a great way to recognize someone for sharing your content.

• Explore. See who is on Twitter and what people are tweeting.

• Engage. Follow the guidelines in this article and become an active user.

http://www.forbes.com/sites/kenkrogue/2013/08/30/31-twitter-tips-how-to-use-twitter-tools-and-twitter-best-practices-for-business/

Twitter

https://support.twitter.com/articles/166337-the-twitter-glossary

@ sign is used to call out usernames in Tweets: "Hello @twitter!" People will use your @username to mention you in Tweets, send you a message or link to your profile.

Favouriting a Tweet indicates that you liked a specific Tweet. You can find all of your favourite Tweets by clicking on the favourites link on your profile page.

A hashtag is any word or phrase immediately preceded by the # symbol. When you click on a hashtag, you'll see other Tweets containing the same keyword or topic.

Writing Tweets

• Twitter is an online social networking service that enables users to send and read short 140-character messages called "tweets".

• Be concise with your language

• Keep tone professional yet engaging – find your own voice

• Personal/professional accounts – all views my own

• Twitter has link shorterners, but can use bitly (with monitoring)

• If you are making a hashtag, keep it representative, memorable, and short as possible #createsharesustain

• Use images

Free tools: social media management and metrics

1. Hootsuite - you can schedule posts to multiple accounts, monitor activity

across platforms and its all free. Ideal if you have limited time or if more than one

person manages the account

2. Tweetreach - you can monitor how far your tweets travel, the actual impact

and implications of social media discussions.

3. Klout - some people love and some hate but its a great tool for measuring

influence through engagement on Twitter. It gives you a rating out of 100 and

you can see how other people do too.

(more info here: http://www.brandwatch.com/2013/08/top-10-free-social-media-

monitoring-tools/)

Facebook

‘With 829 million people

actively using Facebook

every day, it's become a

go-to component of

almost any inbound

marketing strategy’.

http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-Create-a-Facebook-Business-Page-in-5-Simple-Steps-With-Video.aspx

Facebook V Twitter

• Twitter fosters communities of interest – great search tool

• Much longer “posts” on FB

• Facebook is more of a organisational digital face, Twitter is 2-way

• Easier to chart discussion on FB, but often less of it

• You can repeat message on Twitter, much faster format

• More company information on Facebook

• Link the two profiles (and your website) – always loop back, no dead ends

• Twitter is all about interaction and making relationships, don’t make “empty” likes.

BloggingWhy blog?

• Advance your writing skills and analytical/reflective thinking

• Advertise your event/organisation/campaign

• Make money (advertising)

• Learn from others and be part of a wider conversation

• Inspire others

• Voice of authority

• Maps your investigative journey

• FREE

• Blog can be website substitute

• It’s not difficult to use and you can personalise

Blog tips

Blog options:

• Tumblr - Similar actions as Twitter i.e. ‘like’, ‘re-blog’, messaging, scheduling

• WordPress

Content:

• Don’t need to be really long – think commuter reading

• Content should be original – OK to reference (properly)

• Think about your target audience

• Look at comments, engage with debate

Online: BAC

Other Social Media Outlets

• Instagram - photo

• LinkedIn – digital CV

• Youtube / Vimeo – videos

If you intend on utilising multiple social media platforms, create a strategy to unify the digital “voice” and create complimentary communications.

Creating campaigns with a sustainability focus

Linking in with existing campaigns

Key Principles

1. Know your audience and find what’s in it for them.

2. Keep sustainability in line with your brand and organisational culture.

3. Don’t be boring – tell stories and lead with a vision.

4. Be clear about purpose and calls to action.

5. Make it participatory.

6. Stick to your strengths.

7. Pick the right messengers.

Strategy

• Objectives

• What do you want to achieve?

• How does this align with overall company objectives?

• Target Audiences

• Who are you talking to?

• Competition

• What are others doing?

• Key success factors/critical issues

• What must be done well in order to succeed?

• Messaging and Channels

• Budget and Resources

• Timeline

♯1: StorytellingWhat’s your story?

• What are your key messages?

• How can you create a sense of shared value between all of your stakeholders?

• Sustainability stories should be in line with your identity, tone and existing communication channels.

• Developing a brand/identity to represent and highlight your efforts can be effective.

• Alternatives to “green” - it’s a useful shortcut but how else can we talk about this issue without people switching off?

♯2: Make It Fit

• Wembley Stadium “Switched On to Switching Off” energy reduction campaign – Energy Referee issued “offenders” with yellow and red cards for equipment left on overnight.

• Town Hall Symphony

Hall Birmingham

♯3. Intention vs. Achievement

• Tell the whole story.

• Failure stories matter too!

• Balance honesty about the process with genuine success stories.

• Invite participation.

♯4: Engage People• Set your objective.

• Share the vision - be specific about what do you want to change.

• Make a clear ask/provide clear messaging.

• Support your ask/messages with relevant/robust information.

• Think about the medium and multiple touch points

• Make it a collaborative effort.• “Join us in reducing emissions by…”

• Make it fun!

• Measure success.

• Reward and celebrate action.

♯5: Choose the right channel

Internal

• Emails

• Staff meetings and socials

• Project management software

• Newsletters

• Physical notice-board

• Signage

• IG report and certificate

External

• IG report and certificate

• Newsletter

• Website

• Social media

• Blogs

• Press

• Multimedia

content

• Marketing emails

• Ticketing

• Programmes

• Events

• Signage

Example: Social Media Campaigns

• Timberland’s Nature Needs Heroes Camp campaign• Advertising new Earthkeepers environmentally conscious range

• Artist Robert Bradford sculpture

• Visitors submit environmental pledges

• After pledging get 20% off the range

Art Everywhere

Art Everywhere’s annual campaign

• Every summer

• Buy up billboard space and use it to display prints of artwork around cities

• Before the campaign you vote for which artworks you want to see on billboards

• Once they are posted on billboards they invite people to tweet pics of the art being displayed and they award prizes for the best images

• Great engagement and follow through -http://arteverywhere.org.uk/

Hashtag campaigns #1) Guardian ran this #lovetheatre day - an online celebration of British, European and global

theatre.

• One main hashtag (#LoveTheatre) to guide conversation throughout the day, with three smaller, sub-hashtags to highlight specific themes:

• #BackStage (10am-12pm) will offer audiences and other arts professionals a glimpse into how a production comes together in the weeks and months leading up to the big night.

• #AskATheatre (3-5pm) will offer a unique opportunity for theatre aficionados and aspiring actors to hear first-hand from the individuals and groups that make the magic happen.

• #Showtime (7-10pm) will give those who can’t make it to a theatre the chance to sit in the “virtual stalls” to experience the a performance, or several, via Twitter.

http://www.theguardian.com/culture-professionals-network/2014/nov/05/love-theatre-day-

twitter-uk

2) #AskACurator - https://twitter.com/askacurator

Learn from other sectors

Retailer campaign but could be adapted for an arts venue

or venue cafe - tweet a selfie and get a 10% discount.

Ideas? Tweet a show review and get a discount?http://memeburn.com/2013/11/pay-with-a-selfie-the-best-social-campaign-by-a-fashion-retailer/

Seeing is engaging: Manchester Art Gallery• Aim: 42% emissions reduction

by 2020.

• Piloting an energy display system in public areas since 2011.

• iPad screens installed at strategic positions in the building:• energy consumption of the day

so far• whether it's gone above the

target • Tips for people to help reduce

consumption

~ 15% reduction in emissions

http://vimeo.com/25087040

ATG Earth Hour – picture tells a thousand words

41

Infographics

• Norwich Theatre Royal

42

New ways of communicating messages:

Free infographic software to share messages, aims and objectives, and successes

Arcola: website

44

Polka Theatre: creative content

Cool communications/campaigns: ID&T Choose Tap Water

Engaging People

• Set your objective

• Share the vision - be specific about what do you want to change

• Make a clear ask/provide clear messaging

• Support your ask/messages with relevant/robust information

• Think about the medium and multiple touch points

• Make it a collaborative effort• “Join us in reducing emissions by…”

• Make it fun!

• Measure success

• Reward and celebrate action

Resources• Environmental Action Plan Guidelines: www.juliesbicycle.com/resources/environmental-policy-and-action-

plan-guidelines

• Julie’s Bicycle Sustainable Production Guide: http://www.juliesbicycle.com/resources/sustainable-production-guide

• Sustainability for outdoor arts Toolkit: http://www.juliesbicycle.com/resources/the-isan-environmental-sustainability-toolkit-for-outdoor-arts

• Power Behind Festivals Guide: www.powerfulthinking.org.uk

• IG Tool for Production: www.ig-tools.com

• Better Batteries Practical Guide: http://www.juliesbicycle.com/resources/better-batteries-guide

• Case studies: http://www.juliesbicycle.com/latest?section=caseStudies&sector=&impact=&topic=

• Resources: http://www.juliesbicycle.com/resources

• Green Choices Toolkit (Materials): www.moolelo.net/green

• White Light Green Lighting Guide: www.whitelight.ltd.com/greenguide

• BBC Sustainable Lighting Guide: www.bbc.co.uk/outreach/sustainability

Ends

Thanks for listening, any further questions email:

culture-change@juliesbicycle.com / lucyl@juliesbicycle.com

Julie’s BicycleBush Theatre, Shepherds Bush, London W12 8LJ

+44 (0)20 8746 0400 | www.juliesbicycle.com

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