The Upwell #Acidinar: Ocean Acidification Through the Eyes of the Internet

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

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

Who won the Super Bowl?

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)

Why and what we did

THE TIMES THEY ARE A CHANGIN’

THE TIMES THEY ARE A CHANGIN’

!

© 2013 Influx Productions

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Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna

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     Ocean Dolphins & Whales Sharks Tuna Gulf of Mexico Overfishing Sustainable Seafood Marine Protected Areas

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Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna

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© 2013 Influx Productions

YES

Ocean Acidification 101

©  Jim  Toomey  

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)

Seen in the wild

(UPI/  Lou  Dema4eis/Spectral  Q)  

FINDING 1

One phrase to rule them all

FINDING 1

One phrase to rule them all

Set your awesome detectors to

“ocean acidification”

What gets attention?

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)

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

Ocean Acidification Moving Average and Linear Regression (5/10/12-11/30/14)

0

500

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1,500

2,000

2,500

3,000

3,500

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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)

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

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)

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!

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

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)

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

FINDING 3.

Spikes star a recurring cast of species

FINDING 3.

Spikes star a recurring cast of species

Species impacts are evergreen.

Pay attention to research.

FINDING 4

A recurring set of places

Localize when possible

(town/state/regional/country)

FINDING 4

A recurring set of places

FINDING 5 Few human impact stories

FINDING 5 Few human impact stories

Expand the roster, and tell stories

through specific individuals.

FINDING 6

Absence of calls-to-action

FINDING 6

Absence of calls-to-action

Go beyond education

FINDING 7

A sea of stock photos

FINDING 7

A sea of stock photos

i. Create sharable visuals

FINDING 7

A sea of stock photos

ii. Use before/after to clarify the

action

FINDING 8  Few outlets give consistent coverage

Support and amplify the

acidification beat

FINDING 8  Few outlets give consistent coverage

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

*

#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

#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

#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

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

Ocean Acidification Online Influencers

Follow the Twitter list at bit.ly/OAinfluencers

Ocean Acidification Online Influencers

Follow the Twitter list at bit.ly/OAinfluencers

Three categories of top tweets 1. 2.

3.

Tweets with video

•  Recent video hasn’t registered

•  Most shared video in 2014 was made in 2009

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

Ocean Acidification: The State of the Online Conversation

Launching today! Full Report bit.ly/acidificationSOTC Executive Summary bit.ly/acidificationSOTCx

what’s ahead