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Experiences gleaned from the Upwell pilot: thinking of issues as brands, going beyond orgs and campaigns, big listening, giving permission to evangelists, raising attention baselines.
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Big Team OceanBig Listening
Rachel Weidinger@rachelannyes
April 11, 2013
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Tweet!Follow and
#sharkinar
Shark Week 2010 Shark Week 2011 Shark Week 20120
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OF1: Shark Week
OF2: Cathay
OF3: Livestrong
OF4: Livestrong
OF5: How Social
OF6: Vote4theOcean
OF7: Whitetip
OF8: Costa Rica
OF9: Jaws
OF20: Prop37
OF21: Political
OF22: Listener
OF 17: I Oyster NY(off the page. 8,701 social men-tions)
OF19: Great White
OF 10 -16: Antarctic (OF13: off the chart. 6,922 social men-tions)
OF18: Antarctic
Upwell Campaign and Social Mention Spikes for Overfishing and Sustainable Seafood Conversations Aug 10-Nov 12, 2012
Forever Alone?
Not going to get much mission done
1. @rdearborn works for me. She rather likes sharks.
Slide 3: Example 2 of situation illustrating ugly with humor
2.
Tip: Use abundance as your frame.
Slide 6: How To Solve 3 Tips: #2Tip: Make a basket for passion.
Slide 7: How To Solve 3 Tips: #3
Tip: Catch team interest Use it as mission fuel.
Big Listening
Identify Opportunities
Package Content
Distributed Network
Measure Impact
Improve Practice& Share
bethkanter.org/upwell-campaign
The Overfishing Conversation Upwell Campaign and Social Mention Spikes Oct 2011- Jan 2012
Oct-11 Nov-11 Dec-11 Jan-120
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NU-2
Baseline Mean +1 STDEV OFOverfishingSpike Threshold
Winter 2011
The Overfishing Conversation Upwell Campaign and Social Mention Spikes Feb 2012- May 2012
Feb-12 Mar-12 Apr-12 May-120
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NU-3
Baseline Mean +1 STDEV OFOverfishingSpike Threshold
Spring 2012
The Overfishing Conversation Upwell Campaign and Social Mention Spikes Jun 2012- Sep 2012
Jun-12 Jul-12 Aug-12 Sep-120
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China Shark Fin Soup Ban
Shark WeekNU-4
Cathay Pacific
Livestrong
Baseline Mean +1 STDEV OFOverfishingSpike Threshold
Summer 2012
The Overfishing Conversation Upwell Campaign and Social Mention Spikes Oct 2012- Jan 2013
Oct-12 Nov-12 Dec-12 Jan-130
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Vote4theOcean
Costa Rica Fin Ban
JAWS vs Sinatra
Antarctic (day 1 of 15)
NMS 40th & NYT Trawling
Antarctic Ocean (day 10) & I Oyster NY
How to Kill a Great White
Antartic (day 15)
Gangnam Style, CA MPAs,
Fish Tornado
Seamounts & Rooftops
NU-5
Cuomo Oysters NY
Pacific Bluefinthe 96.4%
Big Blue Blogs
Baseline Mean +1 STDEV OFOverfishingSpike Threshold
Winter 2012
The Overfishing Conversation Upwell Campaign and Social Mention Spikes Oct 2011- Jan 2012
Oct-11 Nov-11 Dec-11 Jan-120
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NU-2
Baseline Mean +1 STDEV OFOverfishingSpike Threshold
Winter 2011
How can you give permission for an upwelling on *your* team?
<3, @upwell_us
