The Upwell #Acidinar: Ocean Acidification Through the Eyes of the Internet
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From the twisted minds who brought you the Upwell Sharkinar, comes the latest in our infamous webinar-inar series. The Acidinar is about using the internet for ocean acidification communications, including what can be done about it. If you talk about acidification online, or if you're acidification-curious, check out the Acidinar and join our merry band of activists, scientists, bloggers, journalists, super-tweeters, and nonprofits to discuss how we can change the online conversation about ocean acidification in the best way, together. The Acidinar was held on Wednesday, February 4th, at 11am pacific / 2pm eastern. A video recording and related resources are available at http://upwell.us/oceanacidification During the Acidinar we: • Shared findings from Upwell’s new report, Ocean Acidification: The State of the Online Conversation (http://upwell.us/oceanacidification) • Answered your questions and discussed your takeaways, with an eye toward mutual communications support • Provided tips for increasing the volume and engagement level of ocean acidification online mentions
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The Upwell #Acidinar: Ocean Acidification Through the Eyes of the Internet
- 1. The #ACIDINAR Ocean Acidification through the eyes of the internet February 4th, 2015 #ACIDINAR Dial in to the audio at 866-740-1260 Participant code 3005900
- 2. Livetweet: #Acidinar Follow: bit.ly/acidinarlist Notes: bit.ly/acidinarnotes Lots of people on the line! Ask questions in the chat at any time. We’ll send recording & slides after. Housekeeping
- 3. Who won the Super Bowl?
- 4. The Upwell Team Rachel Weidinger Executive Dir. @rachelannyes Ray Dearborn Campaign Lab Dir. @rdearborn Matt Fitzgerald Attention Lab Dir. @fitz350 (Slide may or may not have been cribbed from a previous ___-inar)
- 6. Why and what we did
- 11. THE TIMES THEY ARE A CHANGIN’
- 12. THE TIMES THEY ARE A CHANGIN’ !
- 19. © 2013 Influx Productions
- 20. 0 20000 40000 60000 80000 100000 120000 140000 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna 140,000 120,000 100,000 80,000 60,000 40,000 20,000 Ocean Dolphins & Whales Sharks Tuna Gulf of Mexico Overfishing Sustainable Seafood Marine Protected Areas
- 21. 0 20000 40000 60000 80000 100000 120000 140000 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna 140,000 120,000 100,000 80,000 60,000 40,000 20,000
- 22. © 2013 Influx Productions YES
- 24. Ocean Acidification 101 © Jim Toomey
- 25. Some of your favorite ways to explain acidification Ocean acidification is: • “rising ph levels in the ocean, which make it difficult for shellfish to form their shells” • “global warming’s evil twin” • “a widespread change in ocean chemistry that makes life harder for many ocean creatures …” • “what happens to baby teeth in a glass of coca cola” (Selected quotes from #Acidinar registrants)
- 26. Seen in the wild
- 27. (UPI/ Lou Dema4eis/Spectral Q)
- 28. FINDING 1 One phrase to rule them all
- 29. FINDING 1 One phrase to rule them all Set your awesome detectors to “ocean acidification”
- 31. Equally evil twin New climate threat Dissolving shells in the Southern Ocean WA State OA plan Ban Ki Moon calls for ocean action Arctic faces further threat Coral extinct by century's end? OA will make climate change worse Highest rate in 300M years OA Summary for Policymakers 2013 10M scallops Robs fish of fear Dissolving pteropods Our Ocean conference 20 coral listed under ESA CO2 surged in 2013 Carbon raised acidity a 1/4 UK science chief warning 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14 Ocean Acidification Sea Change Ocean Acidification Social Mentions (5/10/2012-11/30/2014)
- 32. Equally evil twin New climate threat Dissolving shells in the Southern Ocean WA State OA plan Ban Ki Moon calls for ocean action Arctic faces further threat Coral extinct by century's end? OA will make climate change worse Highest rate in 300M years OA Summary for Policymakers 2013 10M scallops Robs fish of fear Dissolving pteropods Our Ocean conference 20 coral listed under ESA CO2 surged in 2013 Carbon raised acidity a 1/4 UK science chief warning 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14 Ocean Acidification Sea Change Ocean Acidification Social Mentions (5/10/2012-11/30/2014) Go deep at bit.ly/ acidificationSOTC
- 33. Ocean Acidification Moving Average and Linear Regression (5/10/12-11/30/14) 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14 Ocean Acidification Linear (Ocean Acidification) 30 per. Mov. Avg. (Ocean Acidification)
- 34. Ocean Acidification Moving Average and Linear Regression (5/10/12-11/30/14) 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14 Ocean Acidification Linear (Ocean Acidification) 30 per. Mov. Avg. (Ocean Acidification) FINDING 2. Volume and spikiness are up
- 35. Equally evil twin New climate threat Dissolving shells in the Southern Ocean WA State OA plan Ban Ki Moon calls for ocean action Arctic faces further threat Coral extinct by century's end? OA will make climate change worse Highest rate in 300M years OA Summary for Policymakers 2013 10M scallops Robs fish of fear Dissolving pteropods Our Ocean conference 20 coral listed under ESA CO2 surged in 2013 Carbon raised acidity a 1/4 UK science chief warning 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14 Ocean Acidification Sea Change Ocean Acidification Social Mentions (5/10/2012-11/30/2014)
- 36. Equally evil twin New climate threat Dissolving shells in the Southern Ocean WA State OA plan Ban Ki Moon calls for ocean action Arctic faces further threat Coral extinct by century's end? OA will make climate change worse Highest rate in 300M years OA Summary for Policymakers 2013 10M scallops Robs fish of fear Dissolving pteropods Our Ocean conference 20 coral listed under ESA CO2 surged in 2013 Carbon raised acidity a 1/4 UK science chief warning 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14 Ocean Acidification Sea Change Ocean Acidification Social Mentions (5/10/2012-11/30/2014) FINDING 3 New and alarming science spikes!
- 37. Equally evil twin New climate threat Dissolving shells in the Southern Ocean WA State OA plan Ban Ki Moon calls for ocean action Arctic faces further threat Coral extinct by century's end? OA will make climate change worse Highest rate in 300M years OA Summary for Policymakers 2013 10M scallops Robs fish of fear Dissolving pteropods Our Ocean conference 20 coral listed under ESA CO2 surged in 2013 Carbon raised acidity a 1/4 UK science chief warning 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14 Ocean Acidification Sea Change Ocean Acidification Social Mentions (5/10/2012-11/30/2014) FINDINF 3 New and alarming science spikes! Curate hard and amplify breaking news
- 38. Equally evil twin New climate threat Dissolving shells in the Southern Ocean WA State OA plan Ban Ki Moon calls for ocean action Arctic faces further threat Coral extinct by century's end? OA will make climate change worse Highest rate in 300M years OA Summary for Policymakers 2013 10M scallops Robs fish of fear Dissolving pteropods Our Ocean conference 20 coral listed under ESA CO2 surged in 2013 Carbon raised acidity a 1/4 UK science chief warning 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14 Ocean Acidification Sea Change Ocean Acidification Social Mentions (5/10/2012-11/30/2014)
- 39. Equally evil twin New climate threat Dissolving shells in the Southern Ocean WA State OA plan Ban Ki Moon calls for ocean action Arctic faces further threat Coral extinct by century's end? OA will make climate change worse Highest rate in 300M years OA Summary for Policymakers 2013 10M scallops Robs fish of fear Dissolving pteropods Our Ocean conference 20 coral listed under ESA CO2 surged in 2013 Carbon raised acidity a 1/4 UK science chief warning 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Apr '12 Jul '12 Oct '12 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14 Ocean Acidification Sea Change Ocean Acidification Social Mentions (5/10/2012-11/30/2014) FINDING 4 Government makes spikes
- 40. FINDING 3. Spikes star a recurring cast of species
- 41. FINDING 3. Spikes star a recurring cast of species Species impacts are evergreen. Pay attention to research.
- 42. FINDING 4 A recurring set of places
- 43. Localize when possible (town/state/regional/country) FINDING 4 A recurring set of places
- 44. FINDING 5 Few human impact stories
- 45. FINDING 5 Few human impact stories Expand the roster, and tell stories through specific individuals.
- 47. FINDING 6 Absence of calls-to-action Go beyond education
- 48. FINDING 7 A sea of stock photos
- 49. FINDING 7 A sea of stock photos i. Create sharable visuals
- 50. FINDING 7 A sea of stock photos ii. Use before/after to clarify the action
- 51. FINDING 8 Few outlets give consistent coverage
- 52. Support and amplify the acidification beat FINDING 8 Few outlets give consistent coverage
- 53. Where are the people in this story, what’s the wow factor, what’s surprising, and what’s actually new? Because people get inundated by certain kinds of language. ...If you’re talking about ‘ocean acidification,’ you can only say that a certain number of times before people start to tune it out. You have to keep trying to talk about it in a new way. “ ” Amelia Urry, Grist * when pitching *
- 54. #1 One phrase to rule them all Set your awesome detectors to "ocean acidification" #2 Volume and spikiness are up #3 New and alarming science spikes! Curate hard and amplify breaking news #4 Government makes spikes #5 Spikes star a recurring cast of species Species impacts are evergreen. Pay attention to research. Go deep with the full report, bit.ly/acidificationSOTC
- 55. #6 A recurring set of places Localize when possible #7 Few human impact stories Expand the roster, tell stories through specific individuals #8 Absence of calls-to-action Go beyond education #9 A sea of stock photos Create sharable visuals Use before/after to clarify the action #10 Few outlets give consistent coverage Support and amplify the acidification beat Go deep with the full report, bit.ly/acidificationSOTC
- 56. #1 Listen for "ocean acidification” mentions. Most volume is on that phrase (or even “acidification” alone). #2 Curate hard and amplify breaking news. New and alarming science spikes conversation. #3 Prep handy content before government takes action. Government news drives attention. #4 Pay attention to research, know the impacts on specific species and places. Specificity increases conversation. #5 Localize acidification stories where possible. #6 Tell stories through specific individuals. If you don’t use their name, it’s not that specific. #7 Keep the story fresh, expand the roster of individuals speaking about acidification. #8 Go beyond education. Use calls-to-action. #9 Create sharable visuals. Don’t over-rely on stock photos. #10 Use before/after images to clarify impacts. #11 Amplification matters. Reward the acidification news beat with attention. OCEAN ACIDIFICATION through the eyes of the internet The State of the Online Conversation upwell.us/oceanacidification Communications Cheat Sheet
- 57. Ocean Acidification On Twitter • News articles are most sharable links • Images drive sharing • Top tweets that didn’t have images came from highly influential accounts
- 59. Ocean Acidification Online Influencers Follow the Twitter list at bit.ly/OAinfluencers
- 60. Ocean Acidification Online Influencers Follow the Twitter list at bit.ly/OAinfluencers
- 61. Three categories of top tweets 1. 2. 3.
- 62. Tweets with video • Recent video hasn’t registered • Most shared video in 2014 was made in 2009
- 63. 3 categories of top tweets Recent video not performing News articles are most sharable links Images drive sharing Get the full report, bit.ly/acidificationSOTC Influencers Twitter list bit.ly/OAinfluencers
- 67. Ocean Acidification: The State of the Online Conversation Launching today! Full Report bit.ly/acidificationSOTC Executive Summary bit.ly/acidificationSOTCx
- 68. what’s ahead
Notas do Editor
- Agenda
- On more bit of housekeeping, we promised you an answer about who won the SuperBowl. Left Shark won the Super Bowl.
- Context: Media Matters found that the Kardashians receive 40X the press coverage of ocean acidification.
- 30 months of big data from social listening. Dozens of minimum viable campaigns. The result: Ocean Acidification: the State of the Online Conversation upwell.us/oceanacidification
- Who’s is on the call? Here’s just a sample (orgs, institutions, also a lot of individuals) Bit.ly/acidinarlist
- How we work.
- The ocean is our client. Upwell is a social media PR agency, forging new models for listening and shaping cause conversations at scale. The ocean faces complex issues that need big new ideas to break through. This idea is huge.
- http://Upwell.us
- We curate hard, finding and filtering the best ocean-y stuff on the internet for sharing and amplification to drive change through our distributed network of individuals and organizations with love for the ocean in their hearts.
- Upwell is charged with conditioning the climate for change WE lay a foundation so ocean orgs can go faster. To do that, we’ve had to invent a kind of meteorology of issue conversations online. With big data tools available, we can actually peer into the swirling currents of online conversation by monitoring social mentions, or posted social items like Tweets, blog posts and facebook shares. This data is out there, and having it as context levels you up above competitive campaigning to a bigger issue-wide perspective. Peers start to look a lot more like really awesome help for overfishing gaining more attention.
- Our one metric that matters.
- We try to answer a basic question that has been shrouded in mystery for way too long in the world on online communications.
- We work in a dynamic and rapidly evolving environment. And we finally can KNOW the shape of it. This is what 2012 looked like. Each line represents the social mention volume in one of our 8 primary issue keyword sets. We suspected that the ocean conversation was pretty big, and that jagged blue line often hangs out at 120000 unique social mentions a day. That pair of pink lines is sharks and cetaceans. Sharks get 30K mentions a day, but whales and dolphins get more. Hanging out on the bottom of the graph are tuna, overfishing, the Gulf of mexico, ocean acidification, sustainable seafood and tiny tiny MPAs. The relative scale of these conversations is really different.
- Shark Week is the biggest attention spike within the eight ocean issues we monitor. Off the chart big, up to 180K mentions/ day. We saw it as an opportunity to expand audiences, and to grow our distributed network. Its like a forecast for big wave surfing, we could predict this one, watch it roll in, and really surf it. Active ambassadors for the ‘shark’ brand, drawing on the power of the broad grassroots to create aggregate impact. Can we set an ambitious goal to spike a conversation? This work identifying opportunity points in a conversation is what we’ve been approached about by several other foundations.
- Who is on your big team? How can you listen big to the conversation you care about?
- Many of you chose to respond to the prompt “what’s your favorite way” to explain OA by sharing some process. A few of those responses: “I love using a hot tub test kit and a sodastream to show that there isn't much controversy: add CO2 and the pH goes down.” “with facts, with photos, with witnesses, with case studies, with urgency, with consensus, and without politics.” “Over a big plate of raw oysters”
- WHAT DO PEOPLE SAY WHEN THEY TALK ABOUT OA ON THE INTERNET? (Observed, not necessarily what we think they *should* say) Changing chemistry Acid (acid trip, acid test, oceans of acid) Dissolving (dissolving shells, dissolving bones) Corrosive waters Sour/souring (hot and sour, souring seas, sour seas) Osteoporosis of the sea Evil twin (equally evil twin of climate change, climate change’s evil twin, …
- These terms bridge online and offline actions (if there’s really a distinction at all). Commercial fishermen and other mariners join together to send an urgent message to save the oceans from ocean acidification caused by fossil fuel emissions in Homer, Alaska, on September 6, 2009. Over a hundred boats and hundreds of members of the fishing community participated in the event. (UPI/ Lou Dematteis/Spectral Q) http://www.upi.com/Science_News/2014/02/26/10-million-scallops-dead-in-Canada-thanks-to-overly-acidic-water/9281393441719/#ixzz34r69MeAF (Used to accompany 10M scallops but actual picture from 2009)
- This conversation is primarily centered around two words: ocean acidification This makes listening easier than in more fractured conversations.
- This conversation is primarily centered around two words: ocean acidification This makes listening easier than in more fractured conversations.
- 30 months of social data from 9 media types. Compiled using custom-developed keywords sets in Salesforce Radian6. Each labeled moment in unpacked in our report (upwell.us/oceanacidification).
- On an average day in 2014, ocean acidification volume was 81% higher than on an average day in 2012. The online conversation has also gotten more spikey. Our data shows a 39% increase in the total frequency of spikes from 2012 to 2014, and a 28% increase in the frequency of the biggest spikes. There were 4.6 spikes in an average thirty-day period in 2014, of which 1.8 were particularly big. Each of those moments represents a significant surge in conversation for the issue of ocean acidification.
- On an average day in 2014, ocean acidification volume was 81% higher than on an average day in 2012. The online conversation has also gotten more spikey. Our data shows a 39% increase in the total frequency of spikes from 2012 to 2014, and a 28% increase in the frequency of the biggest spikes. There were 4.6 spikes in an average thirty-day period in 2014, of which 1.8 were particularly big. Each of those moments represents a significant surge in conversation for the issue of ocean acidification.
- Specific species impacts have caused spikes. People get “Dissolving shells” shellfish are central.
- Specific species impacts have caused spikes. People get “Dissolving shells” shellfish are central.
- AL, Maine, Oregon, Washington, are the ones shown in this slide but it’s not an exhaustive list by any means. New research brings focus to new places.
- What you’ve done to create stories about these places is good and it’s paying off. We can continue to tell those stories, while also expanding the geography of acidification to new places on the map. Many of the data viz videos do this well.
- We love the good folks at Taylor Shellfish but at a macro level we need more individual ambassadors for this human impact story.
- From the report: “There is an inconvenient absence of calls-to-action. Over the past three years, Upwell has analyzed an array of social and environmental issues through the lens of online conversation. While we’ve centered our research portfolio on ocean issues such as overfishing and marine protected areas, through our consulting practice we’ve extended our “big listening” approach to topics as varied as voting rights, government surveillance, and African elephants. In all of that work, we have never seen a conversation like ocean acidification, and not for the reasons you might expect. The difference between acidification and those other issues is that, as seen through the lens of conversational spikes, ocean acidification is the only one where advocacy campaigns did not make a discernable impact on conversation levels in recent years. While conservation groups do capitalize on breaking news to push out educational information about ocean acidification or reducing carbon emissions, from our perspective the existing menu of acidification “calls to action” is thin and often focuses on weak asks to “learn more.” If campaigners are looking for compelling actions related to reducing emissions, lively conversation about carbon reduction exists within the growing climate movement. However, ocean groups rarely link acidification to climate actions - in some cases in an effort to avoid the polarization or divisiveness embedded in climate change conversation. The lack of resonant, people-powered calls-to-action on ocean acidification means that ocean organizations are constantly challenged (and perhaps missing opportunities) to deepen engagement with supporters or to expand their audiences. Building a constituency empowered to tackle ocean acidification will require additional, and more substantive, pathways to engagement than education alone. At the moment we don’t see spiky online evidence of an ocean movement to tackle acidification, let alone one shaping national narrative.”
- Online coverage employs limited acidification imagery. Modern websites and online platforms are increasingly showcasing and prioritizing visual content (images and videos). This means that creating content that gets noticed depends more and more on what it looks like. In our research we found widespread use of generic or stock photos of coral reefs and clownfish, and - aside from maps or pteropod images from scientific papers - not much else. Infographics depicting the chemical process behind acidification are in abundance, but not shareable (or shared). Pictures of a healthy ocean reinforce a message of a healthy ocean. Yes, ocean acidification is difficult to visualize, but the need for good visuals is not going to go away. This imbalance between supply and demand means that more attention should be paid to creating compelling visual content for new research or reports, optimizing that content for amplification, and creating pathways for the best content to be reused and repurposed.
- Online coverage employs limited acidification imagery. Modern websites and online platforms are increasingly showcasing and prioritizing visual content (images and videos). This means that creating content that gets noticed depends more and more on what it looks like. In our research we found widespread use of generic or stock photos of coral reefs and clownfish, and - aside from maps or pteropod images from scientific papers - not much else. Infographics depicting the chemical process behind acidification are in abundance, but not shareable (or shared). Pictures of a healthy ocean reinforce a message of a healthy ocean. Yes, ocean acidification is difficult to visualize, but the need for good visuals is not going to go away. What do we mean by “sharable”? (eg Maps are useful as long as the color-coding matches people’s interpretation, red = bad) (Make charts and maps simpler, one version for the paper, one for the blog) This imbalance between supply and demand means that more attention should be paid to creating compelling visual content for new research or reports, optimizing that content for amplification, and creating pathways for the best content to be reused and repurposed.
- Online coverage employs limited acidification imagery. Modern websites and online platforms are increasingly showcasing and prioritizing visual content (images and videos). This means that creating content that gets noticed depends more and more on what it looks like. In our research we found widespread use of generic or stock photos of coral reefs and clownfish, and - aside from maps or pteropod images from scientific papers - not much else. Infographics depicting the chemical process behind acidification are in abundance, but not shareable (or shared). Pictures of a healthy ocean reinforce a message of a healthy ocean. Yes, ocean acidification is difficult to visualize, but the need for good visuals is not going to go away. This imbalance between supply and demand means that more attention should be paid to creating compelling visual content for new research or reports, optimizing that content for amplification, and creating pathways for the best content to be reused and repurposed.
- This is a caveat to the earlier advice about one phrase to rule them all (which was *listening* focused). This is advice for pitching.
- This 1 page Ocean Acidification Communications Cheat Sheet is available at upwell.us/oceanacidification
- 13 of the top 15 links in the past year had news links 7 of 10 most RT’d tweets had a pic
- These are the exceptions – top tweets without links (came from highly influential accounts) FOLLOWER COUNTS (for context): McKibben 143k, 1.94M ! For Bill Nye, 324k for UNEP If you have 100K+ followers you can get probably away without an image (but do it anyway when you can)
- “you” are the influencers as well – that’s why we made the Acidinar Registrants tw list, bit.ly/acidinarlist People who are focused about talking about OA all the time are not as influential as these accounts who mix it in. Goal could be to amplify their OA messages more to encourage that behavior.
- Three categories Stock photos of a healthy ocean Pictures of dissolving snails Sherman’s Lagoon (really!) Reminder: images should be sharable
- This doesn’t mean that you shouldn’t make new acidification videos, but more attention should be paid to designing that video with the audience in mind
- Screenshot of Matt’s TweetDeck columns for acidification
- two super-recent things that we found this morning
- Your Challenges / Plans / Excitement What have you seen work? How are you talking about OA? What are your reactions to this research? Reminder: bit.ly/acidinarnotes
- But wait, isn’t Upwell closing down. Well, yes. But in these last couple months we’ll be…. OF SOTC / Overfishinar Blog posts, tools, community gatherings, Continued Tide Reports – best way to stay in touch
- Join the Tide Report list to join the discussion about how to keep Team Ocean going after Upwell closes down.
- The ocean is our client.