The Role of Social Media in Sustainability Oriented Practices - MBA Management Project Report
Social media for Sustainability
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Transcript of Social media for Sustainability
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
warning33
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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
warning46
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 [email protected]
Project MAYATwitter: @AnnaEvely, @projectmaya, @sustainlearning
Thanks also to:Mark Reed, Ioan Fazey and Lindsay Stringer of the Sustainable Learning project
Thank You