how to talk about california's marine protected areas online
DESCRIPTION
Upwell researched how people talk about California's marine protected areas online to learn what drives conversation and understand how to better engage Californians in paying attention to protected ocean resources. Our findings show that most conversation about marine protected areas is educational in nature, but the content that drives conversation is celebratory and connects humans to marine resources. Talking about wildlife, explaining how MPAs work, and connecting with recreational and tourist activities helps increase attention. We also learned that there is a big opportunity for advocates, ocean managers and educators to tap into local conversations to curate content, find new audiences and connect with local businesses that can serve as brand ambassadors for marine protected areas and marine reserves. While conversation volume about California's marine protected areas is relatively low, there is a big opportunity to increase attention and impact through creative and targeted communication strategies. You can view the recording of our August 2014 presentation of our research and recommendations at https://cc.readytalk.com/cc/playback/Playback.do?id=26b7r3. Special thanks to the Resources Legacy Fund for their great work in establishing and protecting CA marine protected areas, and for making this research possible.TRANSCRIPT
Online Conversation about California’s Marine Protected Areas
July 2014
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
Campaign insight
Keyword Research
People
Brand
Campaign
News Story /
Blog Post
Issue/Cause
Big Conversation
Keyword Research
People
Brand
Campaign
News Story /
Blog Post
Issue/Cause
Big Conversation
California’s MPAs
Michael Sutton
OceanSpaces
#CalifMPAs
“Restrictions on fishing in marine sanctuaries seem to be working”
Sanctuaries, reserves, conservation areas
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
0
50
100
150
200
250
300
350
400
450
500
Dec '12 Jan '13 Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14
CA MPAs
California MPAs Social Mention Volume (12/1/12-1/31/14)
0
50
100
150
200
250
300
350
400
450
500
Dec '12 Jan '13 Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14
CA MPAs
California MPAs Social Mention Volume (12/1/12-1/31/14)
Median daily mentions:
40 mentions
Average daily baseline: 21 mentions
0
50
100
150
200
250
300
350
400
450
500
Dec '12 Jan '13 Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14
CA MPAs
CA network of MPAs complete
Underwater Parks Day
#MPAsWork Twitter Chat
Birthday
Birthday celebration continues
Central Coast MLPA Symposium; #CalifMPAs
CA Ocean Day, COAST luncheon; #CalifMPAs
Obama to expand sanctuaries
Possible Boat Hoax
California MPAs Social Mention Volume (12/1/12-1/31/14)
LA Times Editorial
Marine sanctuaries appear to be working (LA Times)
News coverage drives spikes
Conservation meetings drive spikes
Celebratory events drive spikes
Conversation mostly among NGOs
Number of tweets by account, 12/1/2012 – 1/31/2014
16 17 17 18 20 22
25 27 28
32 33
36 36 38 39 40 42
48 50
55 57
98 115 117
213
0 50 100 150 200
@MPAtlas @brendanmcl
@OurOcean @ProjectBlueHope
@OpenChannelsOrg @morgan_id
@ThankYouOcean @HealTheBay @R_y_a_n_M
@LAWaterkeeper @jen_savage
@GeorgeHLeonard @JessicaShugart
@N__W__S @PenWW
@heroicseas @tony_hale
@HReiff @lizwhiteman
@HCarter_OST @CaliforniaOST
@ThePacificOcean @ErinMeyerPhD
@EKnight_OST @Ocean_Spaces
Most 2013 tweets were technical
Educate
Protect
Love
Most California MPA tweets educate
Highest engagement from love and protect
Highest engagement from love and protect
Case studies
0
100
200
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400
500
600
700
800
900
Dec '12 Jan '13 Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14
Anacapa Farallon Islands Pt Lobos Elkorn Slough Pt Reyes
CA MPA Case Study Locations Social Mention Volume (12/1/12-1/31/14) Farallon Islands
(1328 mentions)
Photos dominate in specific areas
Point Reyes Anacapa Island
More at: https://storify.com/upwell
Q&A
Strengthening the MPA conversation
Celebrate and protect.
Educate
Protect
Love
Most California MPA tweets educate
Educate
Love
Protect
Educate
Love
Protect
2013
Tip: more <3 and protect
2014?
Tip: happy visuals
Tip: be human
Use what’s out there.
Tip: curate from enthusiasts
Tip: tie into shoreside campaigns and events
Tip: meet people where they are (online)
Who are your brand ambassadors?
Listen and be present.
Listen beyond brand
Listen to support peers
Weekly Twitter volume for “#CalifMPAs,” 12/1/2012 – 1/31/2014
#CalifMPAs
Listen to curate
Is your MPA geo-tagged?
Q&A
