smart recycling communication
TRANSCRIPT
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Recycle Florida Conference
June 14, 2016
Marissa Segundo, APR LEED Green Associate
Communications ConsultantResource Recycling Systems
Presenter
Presentation Notes
Before I get started I’d like to ask you all some questions in order to better tune what we are going to discuss this afternoon: How many (with a show of hands) of you are composters? How many are state regulators? How about a legislator (I didn’t think so but…) How many of you came because you’d like to see more organics recovery? How many of you would like to see minimal policy in place? OK, based on that I will try to emphasize certain parts of our discussion so that we can make it as relevant as possible for you. .
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Providing solutions to
meet sustainability,
resource management
and waste recovery
goals of clients and
their supply chains
Presenter
Presentation Notes
Resource Recycling Systems or RRS for short has been here for the duration. Amazing group of professionals who understand this industry because we’ve been around for 30 years. Devoted to the challenges and benefits of recovering as much as we can from the landfill, whether dry recyclables or organics all in the context of sustainability. Oh yeah and our website is recycle.com �
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What is
YOUR Recycling
Story?
Presenter
Presentation Notes
Tell the story…. Neighborhood friend who recycled-crushing cans I was always envious and wondered why we didn’t recycle. Had a recycling educator visit my school I was elated thinking that THIS was the solution now EVERYONE would recycle. Little did I know that many years later I would be that educator…event educator…media event coordinator on a fire truck and finally celebrating the arrival of SS.
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What is
YOUR Recycling
Story?
Presenter
Presentation Notes
Tell the story…. Neighborhood friend who recycled-crushing cans I was always envious and wondered why we didn’t recycle. Had a recycling educator visit my school I was elated thinking that THIS was the solution now EVERYONE would recycle. Little did I know that many years later my recycling story continued and I’m able to help many communities and businesses tell their stories and reach people.
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IS COMMUNICATION?WHAT
Presenter
Presentation Notes
Know who your talking to….what motivates them to act how is it personal to them…barriers and benefits to communication…what level of measurement can we use to gauge change…how do we measure it Who is your target audience? What is your message? When to communicate? Where is the best platform to communicate? Why should they listen? What is Community Based Social Marketing or Public Relations- Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Community-Based Social Marketing (CBSM) is an approach to achieving broad sustainable behavior in our communities. It combines the knowledge from psychology and social marketing to leverage community members’ action to change behavior. CBSM is more than education, it’s spurring action by a community and for a community.
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Research
COMMUNICATIONS CAMPAIGNS
PlanningImplement-ation
Evaluation
Presenter
Presentation Notes
Successful communications campaign should include research, planning, implementation and evaluation stages. These four components will be demonstrated throughout the presentation. You all have hand outs that you can use to follow along in these stages.
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BEHAVIOR CHANGE
Research
Presenter
Presentation Notes
So what are we trying to do as communicators? Change behavior-This is nothing new- In WWII they figured out how to get backing for the war by getting people involved to do their small part and recycling was a big part of that. It was a large catalyst for the industry. But they didn’t just have one recycling poster and stop. They had a series of targeted communication to spoke to individuals. At this time advertisements radio, movie trailers, posters were the primary means of communications. They knew what the behavior change they wanted to see and who they were talking to. From Uncle Sam pointing at young men to join the army to housewives encouraging them to support the war effort with small wins Benefits Social Norm Small wins-recycling is something within your control to help Brought overall support for the war effort Created lifelong recycling and reuse habits (grandma and grandpa still save their cooking oil)
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CHOOSING A TARGET AUDIENCE
CURRENT RECYCLERS
COLLEGE STUDENTS
ELECTED OFFICIALS
RECYCLING EDUCATORS
K-12 SCHOOLS
PARENTSNON-RECYCLERS
Research
Presenter
Presentation Notes
ERIN can you put a piece of the Research pie here small in the bottom corner? Selecting Audience-No such thing as a “general public” Desired behaviors-What change do you want to see? Helps to specify your message and measure it. Comparison: When you clean your house you can go around picking up random things in every room or you can focus on one room an clean it to completion then move on to the next Target audience could be on the tables or we could have index cards where people randomly pick the target audience when we start talking about it. –Chewable chunks- time well spent Carton council example: Focus on recyclers vs. Non-recyclers to focus on a certain thing
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SWOT
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
SWOT Analysis
Presenter
Presentation Notes
SWOT for each Target audience before choosing the goals. Also look at other ways to research-interviews, surveys, observations, data research- best practices.
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goalsSMART
Research
Planning
Presenter
Presentation Notes
Talk about POP involvement- hosted an event- had advertisements- involved community- no measurable and thinking like a tactician verses a strategist.
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Specific Measurable Attainable Realistic Time-based
SMART GOALS
Planning
Presenter
Presentation Notes
SMART goals�Losing weight: You observe pants tighter clothes fitting differently etc. You find an old outfit that you would like to wear again and get sad. Research: So you get on the scale to get your baseline weight Specific Identify a goal (to lose 10-20 pounds) from your baseline. Fit in to that outfit. First you have a specific goal in mind. Attainable measure attainable if you are 250 pounds you’re not going to lose measurements of 100 pounds in 3 months. Realistic what is an is in your timeframe, food, clothes, gym membership budget and resources to accomplish the goal Timely are time sensitive put a timeline on it just like any deadlines before summer or before the holidays before a trip etc. To lose 20 pounds in the next six months Objectives To go to the gym 4 days a week for 30 minutes between March and June To lose five pounds per month for the next three months To maintain weight loss and exercise habit over the next year
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STRATEGIC TACTICS
Media Opps
Other Tactics
Events
Contests
Digital Communication
PlanningImplement-ation
Presenter
Presentation Notes
These are usually the first things you think of. When it should be other way around. Find your target audience in places that they go Strategies/Tactics should aim to change the behavior and create habits for your target audience. Make your tactics personal and in line with your strategic SMART Goals. Habit formation: Brushing teeth Cue-wake up go to the bathroom-Notice funky mouth Routine- Brush teeth Reward- Clean teeth-beautiful teeth-trigger Before WWII – many Americans did not find value in brushing their teeth-65% of Americans said they had a tube of pepcient in their medicine cabinet Recycling Cue-magnet/recycling container Routine-Recycle Reward-less trash, kids learn, social norm Forming a recycling habit-creating new neurological routines-a new pattern to create a habit loop. Basil ganglia- part of the brain that forms a habit- allows us to do things automatically Recycle sticker Take recycling out Reward- feel sense of accomplishment
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CREATIVE LAB | STRATEGIESStrategy – Implementation
Presenter
Presentation Notes
Encourage strategies that allow individuals to engage and show their personality- Let the opportunities spread. People are not prone to changing behaviors which they do not have a personal connection. If they do it may not be sustainable. Mention MRC conference recycling educators. TWO way conversation- make sure you’re talking. -Events -Engagement at current events-Dry erase boards -Social media contest -Flash mob viral video � � � �
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mediaSOCIAL
Planning
Presenter
Presentation Notes
Simply another tool in your communications tool box. Multi-day conferences on social media best practices - We are going to focus on organic posts/tweet – no boosts/ads/etc. You – Posting Information – Impacting Your Audience Quick Poll – who uses Social Media for their ORGANIZATION? FB TW LI IG Other? Quick description of main four platforms.
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WHY SOCIAL MEDIA?
VIRAL NATURE LOW COST
$
$
Presenter
Presentation Notes
We’re trying to communicate information. Want to reach people where they go for information. The structure of social media allows a message to be seen by more than just your followers – extending your reach without additional effort on your part. Low cost – don’t have to pay to start a page/handle, to post, to engage.
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WHO IS USING SOCIAL MEDIA?
0%
50%
100%
18-29 30-49 50-64 65+
Social Media Usage, Internet Users 18+
FaceBook Twitter LinkedIn Instagram
0%
20%
40%
60%
80%
100%
Facebook Twitter LinkedIn Instagram
Social Media Usage, Age 18+
207Internet
Presenter
Presentation Notes
321 million people in US 247 are adults 207 are on the internet (84%) 72% on Facebook (70% daily) 28% on Instagram (59% daily) 25% on LinkedIn (22% daily) 23% on Twitter (38% daily) US Population = 321 million http://www.census.gov/quickfacts/table/PST045215/00 247 million are 18+ years old 84% of US adults use internet (207 million) http://www.pewinternet.org/2015/06/26/americans-internet-access-2000-2015/ 72% of adult internet users on Facebook 18-29 = 82% 30-49 = 79% 50-64 = 64% 65+ = 48% Of those that use Facebook, 70% use on a daily basis http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/ - Aug 2015 23% of adult internet users on Twitter 18-29 = 32% 30-49 = 29% 50-64 = 13% 65+ = 6% Of those that use Twitter, 38% use on a daily basis http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/ - Aug 2015 25% of adult internet users on LinkedIn 18-29 = 32% 30-49 = 29% 50-64 = 13% 65+ = 6% Of those that use LinkedIn, 22% use on a daily basis http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/ - Aug 2015 28% of adult internet uses on Instagram 18-29 = 55% 30-49 = 28% 50-64 = 11% 65+ = 4% Of those that use Instagram, 59% use on a daily basis http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/ - Aug 2015
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POSTS THAT GET ATTENTION
?
Presenter
Presentation Notes
Facebook has algorithm: scans all posts over past week, then ranks them in the order they think you want to read them. Although you have come up with an awesome post, you may not reach all of your followers because you are competing with someone’s picture of their 8 year old daughter’s first soccer game. Video and Images are King. Video just surpassed pictures in post engagement. Still have the opportunity to get people engaged through links – need text before link to be interesting and descriptive enough to make me want to click. Also can get the conversation going by asking a question – people would answer in the comments section. Think of it as a simple polling system. People love to give their opinion and it can serve to inform your next move whether it be for an upcoming campaign or a program change. Let’s take a quick look at the Social Media tips handout. Pictures Twitter (https://blog.bufferapp.com/the-power-of-twitters-new-expanded-images-and-how-to-make-the-most-of-it) 18% more clicks 89% more favorites 150% more retweets Facebook (http://buzzsumo.com/blog/how-to-massively-boost-your-blog-traffic-with-these-5-awesome-image-stats/) 2.3 times more engagement (likes, comments, shares) Facebook Post Type Video surpassed Picture Pictures still surpass Status Offer Cover Photo Question Note Link Music Event Visual content wins http://www.slideshare.net/quintly/quintly-data-analysis-which-facebook-post-type-rules-the-news-feed?ref=https://www.quintly.com/blog/2014/03/data-analysis-which-facebook-post-type-rules-the-news-feed/
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HOW ARE YOU GETTING THERE?Take Home-Editorial Calendar
Evaluation
Presenter
Presentation Notes
Editorial Calendar Roadmap DIRECTIONAL provides overview of all marketing activities (campaigns, contests, collateral, speaking engagements, etc.) Communications Detail TACTICAL lists out elements of communications activities (blogs, video, articles, contests, presentations, etc.) Social Media Detail PLAN & EVALUATE lists out elements of communications on social media (Facebook, Twitter, Instagram, LinkedIn, etc.) Brings metrics in to serve as your progress indicator Evaluate and respond quickly to change what isn’t working and repeat what is
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ANSWERQUESTION &
Presenter
Presentation Notes
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@recycle_com
Marissa SegundoCommunications [email protected]
Resource Recycling Systems
RRS (Resource Recycling Systems)