It has always been a challenge for mission-driven Brand Pages, such as public agencies, to reach and grow their followers on Facebook. In January Facebook announced they are “changing the News Feed to prioritize posts from friends, family members and groups over posts from publishers and brands.” The stated reason is to promote a more fulfilling experience with the channel and discourage “passive scrolling” without engagement. The change will favor posts that elicit comments, rather than passive consumption or “likes.” (“Favoring” means that posts will show to more people.)
One impetus for the decision is recent negative press about Facebook, including hosting fake news and being purposely designed to foster addictive behaviors and to keep fans “hooked” on the channel. CEO Mark Zuckerberg has stated his personal commitment to leading these changes, thanks to a new view of his creation’s strengths and weaknesses.
How Will Facebook Algorithm Changes Affect Me?
Organizational Facebook pages are reaching just a tiny fraction of their followers with each post. Even before the latest changes, organic reach for Facebook Pages was plummeting, from nearly 100% of fans in 2007 to less than 2% today.
Some immediate predictions include:
- People will spend less time (but supposedly higher quality time) on Facebook.
- Posts may become more “shocking” with the goal of eliciting reactions.
- Comments will be prized, and the longer the better.
Note: this announcement includes no changes to the advertising model, which many critics point to as the fount of toxicity.
What Can I Do?
What is a page manager to do? Like the stock market, it’s probably best to keep calm and carry on, rather than trying to overhaul strategy with every change. There are widely varying predictions of the result of this latest action.
Gigantic recommends to all clients:
- Continue posting high quality, relevant content.
- Consider making posts more conversational in style and asking for feedback and responses, including encouraging people to tag your organization.
- Focus on quality of posts more than quantity; this becomes even more true with the renewed emphasis on posts that promote conversation.
- Monitor your posts and respond to comments promptly, using a consistent “voice” for your page.
- Be prepared for decreased reach of videos, which had been highly favored by the Facebook algorithm. (Facebook’s reasoning is that videos promote passive consumption rather than active dialogue.) Consider incorporating calls for reaction and encouraging dialogue about your video posts.
- Continue to incorporate ads and boosted posts to increase your messages’ reach.
- Be a good neighbor: Share and tag other organizations’ content in your posts, as long as they are relevant to you.
- Don’t Panic!
As always, Gigantic Idea Studio is happy to discuss your social media strategy and make recommendations to enhance your environmental outreach.
Here at Gigantic we often advocate to make public commitments or pledges a part of an environmental behavior change campaign. New Year’s resolutions are a great example of behavior change efforts (even though 80% of them are discarded by February!) The most effective resolutions are made publicly, have specific goals, and are realistic and simple. Going public means you are more likely to keep your resolutions, so, with that in mind, here are some of the Gigantic team’s 2018 resolutions:
Lisa will be trying a new approach to reducing the large amounts of food waste related to raising her 11-year old son, Jackson. On most days of the current school year, he returned home with an entire lunch uneaten. Applying barriers and benefits research, she talked to Jackson about why it was happening. Barriers included forgetting—he was playing with friends instead of eating—and not finding the food appetizing after it sat in his lunchbox for 3 hours. “Like all moms I worry if my child is eating enough. But the waste is troubling me. In 2018 I’m going to let Jackson choose to purchase the school lunch if he is hungry. We gave him a watch with an alarm to remind him to eat. And to address my worry, I’ll send along a non-perishable snack in case of emergency.” A pilot test run demonstrated that Jackson chose the school lunch every day, so the new year is already looking food-waste free!
Kas is back in the saddle this year – bike saddle that is. She starts training in January for the AIDS/LifeCycle; she will ride her bike from San Francisco to Los Angeles during the first week of June. Kas often spots litter and illegal dumping on her Bay Area training rides. Sometimes cyclists themselves are the cause of litter with items that fall out of their overstuffed jersey pockets or, worst of all, those cyclists who purposely discard wrappers along the way. Kas pledges to pick up what trash she can and/or report illegal dumping through the See Click Fix app on her phone… and if by chance she can catch up to someone who has littered, she will take a moment to “educate” them on the finer points of leaving nature better than when they found it.
Stef continues her efforts to create a backyard wildlife refuge, in spite of some setbacks in 2017, including relentless weeds and an infestation by some very hungry, non-native caterpillars that killed all 18 bush lupines. “After countless hours of weeding and hand cramps from spraying infested plants with soapy water, the promise of a quick fix with pesticides looked pretty darn tempting,” she admits. But fearing the pain of cognitive dissonance if she were to use chemicals in her all-eco yard, Stef pledged to apply more elbow grease instead. She’ll put down her third layer of sheet-mulching and is set to crowd out weeds with low-water, bee-feeding, bird-harboring California natives early this spring.
Nancy is keeping the same resolution that she has (more or less!) successfully kept for the last 3 years. She resolves to pick up and properly discard at least 1 piece of plastic trash on every dog walk. Moxie the Pugwiler likes her exercise, so Nancy takes her out around 500 times a year – that’s over 500 pieces of plastic removed from San Francisco’s Sunnyside neighborhood annually. Unfortunately, there is no problem with finding the trash. “I often try to pick up the trash in a place where others see me doing it,” says Nancy, “It’s my attempt to norm litter pickups, to help people see the problem as everyone’s problem and a solution that we all can own.”
Nicole feels inspired by her work on the StopFoodWaste.org campaign to try to waste less by using a shopping list based on the meals she plans to eat each week. Though it’s hard to plan ahead with a busy and spontaneous schedule, it will help her save food and money, and not feel so guilty when feeding that slimy kale to her backyard worms, though it’s better than the landfill. “Food waste is a big problem in America, but there are a lot of helpful tips and tools to plan, store and use up extra food and leftovers,” says Nicole, “It also helps to eat before going shopping!”
We wish everyone a Happy New Year and pledge to work with you for a cleaner, greener 2018. Please let us know if we can help with your environmental behavior change campaigns.
A very enjoyable aspect of our work here at Gigantic is that we often team up with artists who bring their creativity and skills to bear for environmental behavior change.
One such collaborator is Darrell Hunger, an industrial designer with a passion for applying his creativity to solve environmental problems. A hard-to-find hybrid of nuts-n-bolts pragmatism and artistic vision, Darrell has been instrumental to many of the interactive displays and games we’ve designed for our clients over the past years. For the City of Oakland’s “test your cart smarts” event booth, Darrell turned curbside carts into a life-size sort game, complete with fake moldy peaches and carefully sauce-smeared take-out containers as “game pieces.”
Most recently, Darrell helped us build a game for StopWaste to help people learn the best way to store fruits and veggies, so they stay fresher longer and there’s less food waste. Looking a bit like a doll’s kitchen, the game lets players open cabinets and a fridge and peek under empty bowls sitting on the counter to find images of the foods they’re tasked to “store.” From tiny hinges to mini door handles and a sturdy collapsible stand for the game, Darrell helped us think through the design and put it all together.
With such a unique skill set, it’s not a surprise Darrell is a regular at Burning Man, specifically a member of the Earth Guardians, Burning Man’s environmental crew. They are the ones in charge of enforcing the organization’s “Leave No Trace” (LNT) policy—essentially returning Black Rock Desert to its natural state each year, as if the weeklong, crazy circus of 70,000 revelers never happened. And it’s serious business, not an esoteric goal: LNT is a requirement written into the Special Event Permit and contract Burning Man has with Nevada’s Bureau of Land Management.
For the Earth Guardians, this means recruiting, training and overseeing an army of volunteers who check on camps to make sure no gray water or automotive fluids are leaking on the desert floor, keeping people out of the hot springs, and collecting MOOP—or “Matter Out Of Place” as defined by Burning Man. This truly means anything that wasn’t originally part of Black Rock Desert, no matter how small, including beads and feathers broken loose from costumes, tiny litter pieces, wood chips and even the ash from cigarettes. To make the tedious un-MOOPing at least a bit more pleasant, volunteers get “MOOP bags” to collect the debris, sewn out of old jeans and ties months before the event by Darrell and his crew. But the Earth Guardians may already face another challenge: “Micro MOOP” such as body glitter and other particles that even the most diligent unMOOPing can’t retrieve.
Lucky for Burners (and the rest of the world) Darrell is a master of reuse and waste prevention, and shares his skills and knowledge widely. At this year’s Burning Man, his repair workshop “Glue, screw, patch: How to fix things that break, are worn or want to be repurposed” was a huge hit. In his typical hands-on style, Darrell showed participants the best uses of glues, screws, splints and other repair tools, and fixed broken objects brought to the class. Way to go Darrell!
As we work on environmental behavior change campaigns, we spend a lot of time crafting the perfect look and wording – to get the message right. Choosing the right messenger for that message is essential for its success. The Gigantic team’s presentation at the 2017 California Resource Recovery Association Conference covered several aspects of thinking about the best messenger.
Sometimes a public agency’s message can be strengthened and find traction when delivered in a different voice. The messenger’s “personality” can take several forms and can be delivered live, in print and digitally:
Mascots have the power to attract and engage people and make them care about issues such as recycling, waste or water quality. Creating and implementing a mascot messenger takes planning, patience and creativity. We presented examples of recent environmental mascots and talked about the process for creating, naming, scripting and distributing a mascot.
A message is easier to accept if the viewer identifies with the person delivering the message. Our presentation touched on how to evoke thoughts like “Well, if she can do it, so can I” or “I want to be more like that person” in an environmental campaign, by recruiting community members to deliver the message.
It’s easy to treat social media like another advertising channel for promoting your organization’s events and campaigns. But social media can be so much more than a digital bulletin board. We looked at ways to establish a personality on social media that doesn’t just tell folks what to do, but that interacts, observes, and participates in the broader online community. One excellent example is Baltimore’s Mr. Trash Wheel, who demonstrates best practices for tone and engagement.
Here is the CRRA presentation covering the above topics. Please let us know if you have questions or would like to talk about how the right messenger can work for you.
At Gigantic, we work hard to “get inside the heads” of the audiences we try to reach. How difficult is it to get someone to change behavior, even to be aware of that behavior? I experimented on myself last month, when I joined the #PlasticFreeJuly movement, and tried to avoid buying or accepting anything made of plastic for 31 days.
The first thing I noticed was anxiety, and a tendency to over-compensate. Should I stock up on plastic on June 30 so I could get through the month comfortably? What would I have to give up? Just how uncomfortable is this change going to be?
How can a behavior change specialist address her own fears of change and scarcity?
The Thrill of Failure
My first day was a failure, but also a tremendous success. I went out to lunch and ordered a cocktail (it’s OK, it was a Saturday!) The drink came with a straw – I had forgotten to ask for no straw. Disaster in the first few hours of the experiment! I posted about my personal failure to Facebook and Twitter, tagging the restaurant. I was amazed to see several supportive comments, even from “non-green” people with whom I had not interacted in years, saying they, too, were sick of plastic and that I should keep trying. Then, lo and behold, the restaurant responded to me via Facebook, saying that they, too, loved this particular cocktail and from now on would serve it without a straw. Victory! I took away from this experience that it can be more effective to post about one’s own weakness, to acknowledge error, rather than trying to be a brave and mighty eco-hero.
Challenges kept on coming throughout the month. In some cases there were joyous substitutions – I discovered that bread sliced at the bakery and wrapped in paper did just fine in the freezer, so breakfast was set.
Plastic = Convenience
As the month wore on, I realized that plastic equals convenience, and that I had to re-align my idea of what was convenient. Yes, it takes longer to bring your own containers and use the bulk bins of the market. It takes more effort to go to the cheese shop where the owner was happy to wrap my slices in paper – not an option at the supermarket. On the flip side, I had wonderful conversations with folks behind the counter; some were bemused by my requests, some were delighted. But this was an opportunity to connect with people in my neighborhood whom I had, frankly, barely noticed before. How to translate this greater feeling of community to our work?
When To Give Up
In some cases, going plastic-free meant going without. Tortillas and potato chips, indeed all salty junk food, were not an option, unless ordered in a restaurant. I had to cheat in a couple of instances, choosing less plastic over no plastic for things like toothpaste and olive oil. Luckily I don’t take a lot of medicines, but when I ran out of Vitamin D…I caved and bought more in a plastic bottle. I noticed the feeling of guilt and this time I did not share my “failure.”
It’s August now, and I have relented a bit, but the plastic-free exercise has stuck with me. The main thing I took away from July was a heightened awareness of plastic’s never ending presence in our lives. Entire aisles of the supermarket were off limits – which after a while felt quite restful. Connecting this ubiquity with the fact that of the 8.3 billion metric tons of plastic ever made, 6.3 billion metric tons have become plastic waste, with no end in sight. After this experiment, I am reminded as we plan campaigns that in many cases we are asking people to change, to give up something, to be inconvenienced. These are big asks. While these changes seem essential and even joyful to those of us in the environmental field, I believe it is essential to integrate humility and understanding into our campaigns, so that people feel understood and supported as we travel together on this journey to more sustainable living.
We’re excited to introduce Nicole Greenspan, our new Associate here at Gigantic Idea Studio! An East Bay native, Nicole comes to us most recently from Stanford University, where she worked for several years in the University’s award-winning sustainability program after completing her undergraduate and graduate degrees in the interdisciplinary Earth Systems Program with a focus on Sustainability Communication and Education. At Stanford, she designed and managed a wide range of projects and programs, spanning waste, energy, water and agriculture. One key project, the now annual Give & Go Move Out Donation Program, diverts over 100,000 pounds of reusable materials from landfill each June. Another, the Sustainable Stanford Internship Program (formerly HSCI), has provided dozens of students the opportunity to work on projects applying their educational background directly to improving campus sustainability. From working with the government in Brazil on climate change education, to promoting best practices in campus sustainability with U.S. Green Building Council, Nicole has a diverse range of experience and skills to inform her work with Gigantic. She recently received her Four Seasons Permaculture Design Certificate from the Regenerative Design Institute.
For the last year and a half, Nicole’s curiosity took her around the world, volunteering and exploring in Costa Rica, Panama, Nepal, Cambodia, Indonesia and Australia. This experience helped her learn to communicate, empathize and build relationships with people of diverse backgrounds and cultures. From experiencing the April 2015 earthquake and aftermath in Nepal, to hearing the first hand stories of survivors of the Khmer Rouge, she truly appreciates the importance of community resilience and collaboration in order to solve the wicked problems facing our world today. She is particularly passionate about working with communities to co-create a more just and sustainable future, using tools such as design thinking, community-based social marketing, anti-oppression facilitation and regenerative design. She’s excited to collaborate with such an incredible team and clients, offering her perspective and skillset to an organization that makes such a positive impact on the world. When she’s not at Gigantic, you can find her dancing, backpacking or digging in her backyard garden in Oakland.
It’s easy to fall into a rut with environmental outreach tools (websites, brochures, bill inserts, how-to-recycle guides, etc.) But even the smallest touch-up can really help make a piece become more effective. In preparation for the recent California Resource Recovery Association (CRRA) annual conference, the Gigantic team put out a call to our email list, asking for samples of outreach materials that were ready for a makeover. We selected two submissions – the City of Fremont’s multi-family recycling guide and the Conservation Corps North Bay’s services flyer, and got to work.
See the results in the presentation below. In doing these makeovers, a few key takeaways emerged that we’d like to share:
1) Tailor by Audience – Often agencies and organizations don’t have the resources to make separate pieces for each audience (for example, multi-family building residents and property managers), but you can use visual cues and wording to clarify to whom you are speaking within a piece.
2) Give a Clear Call to Action – Laundry lists of do’s and don’t’s can make people’s eyes glaze over. Single, clear action steps are more likely to get results.
3) Use Clear Instructions – There are some best practices for information such as waste sorting guides: use color coding, group images by type, and don’t overlap images – the brain takes in the shape of an uncluttered image and retains it better.
4) Tell Your Story – Stories stick. Make your messages come alive with vivid words and images, and beware of jargon and “internal speak.” Investing in custom photography with “real” community members pays off, as people see themselves in your outreach and are more likely to respond.
5) Be Consistent and Multi-Touch – No single brochure, no matter how well designed, can do all the work. Your message will go farther when all communication pieces work together visually and verbally, reinforcing your message across channels.
If your organization needs an outreach makeover, feel free to contact us and let’s see what we can do together!
Last Thursday, October 8, we opened our Gigantic doors to host a diverse group of visitors interested in learning more about us and our work as part of the NewCo Festival. NewCo engages companies with an innovative mission to share their vision and ideas with festival attendees. This year, the event expanded from San Francisco to include Oakland for the first time, and we are so proud to have been selected to participate as a host company. Host businesses include small, specialized groups like us, along with big players like Twitter, Pandora, Uber, and everything in between. NewCo is an inspiring event, and a great way to share ideas across business disciplines, as our attendees were from well-known tech companies, a university, an online retailer and more.
Surprisingly, preparing this presentation became a bit of a trip down memory lane for me. I realized the history of Gigantic’s founding and early development is intertwined with the advent of recycling, the tipping point of green as mainstream, and the rise of social science research on how to change behaviors related to environment and sustainability—and this made a cool story. It was great to meet people interested in taking the latest ideas and techniques back to their workplaces to inspire change. Here is the presentation:
This post is the third in a three-part series summarizing our presentation on messaging at this year’s California Resource Recovery Association (CRRA) conference: “Not Just the Facts, Ma’am: Getting Your Message to Matter.”
By vivid communication, we mean communication that forms distinct and striking mental images. Vivid communication works because it gets attention and aids recall. Without attention, there is no recall. Without recall, there is no action.
Consider these five techniques to incorporate vivid communication to your projects.
1) Make the Invisible, Visible.
Take a look at this ad campaign from Georgia’s Clean Air Program. This is a clever way to depict the positive impact of public transit and carpool options on Atlanta’s freeways.
2) Relate to what people know.
PG&E learned how to weave vivid communications into scripts. PG&E noticed when they sent auditors to visit homeowners to talk about weather stripping, caulking and attic insulation alone – they did not see homeowners take action to correct issues.
However, once auditors were trained to incorporate vivid communication into their discussions with homeowners, they noticed a significant increase in repairs being made. For example, if an auditor found a lack of insulation in the attic they would say “We call that a ‘naked attic’ – it’s as if your home is facing winter not just without a coat, but without any clothing at all.
3) Illustrate your data.
Yes, facts are important! However, facts with visuals can really get your point across. It’s one thing to say a glacier receded eight miles in 100 years and another eight miles in the last 10 years; we hit another level of comprehension when those facts are illustrated visually.
4) Create an infographic.
This technique is perfect for grabbing someone’s attention and keeping it.
5) Engage the senses.
We created a three-cart game for Oakland Recycles to promote composting and recycling behaviors. The game begins with a noisy and attention-getting prize wheel. The prize wheel lands on a photo of a common discard and the player must find the game piece and walk over and determine which is the proper cart to use. The booth team coaches players as needed and we encourage them to look for clues under the lids. The player is engaged kinetically by taking the item, recognizing what it is and physically placing it in the right cart. This aids recall when they are back home and encountering the same item.
No matter the budget dollars behind your campaign, you can weave vivid communications into all your existing outreach efforts including newsletters, bill inserts, presentations, social media posts, event tabling and more! You can change the script, add imagery feature community members, even add a game or activity.
This post is the second in a three-part series summarizing our presentation on messaging at this year’s California Resource Recovery Association (CRRA) conference: “Not Just the Facts, Ma’am: Getting Your Message to Matter.”
Which is more powerful: presenting environmental facts and a call to action in a bullet-point list, or embedding them in a narrative? As you may have guessed, the latter! Stories help us understand cause and effect and how things fit together. They also let us access emotions, making the message more memorable.
Storytelling has been part of the human experience for a very long time—just think of the narratives depicted in prehistoric cave paintings. The human brain has evolved to work in narrative structures; it’s how we make sense of the world.
To understand what makes storytelling so effective, let’s look at what happens in the brain. When we absorb facts, the brain gets activated in the areas responsible for language recognition and decoding words into meaning. However, when we listen to a narrative, additional areas in the brain show activity: those responsible for directing physical motion and tracking sensations. For example, when we hear metaphors like “he had leathery hands,” the brain’s sensory cortex — which perceives texture through touch — is stimulated. And the more parts of our brains are engaged, the better our attention and recall.
How can we use these insights in environmental outreach work? There are many ways to weave in narratives. For example, use positive stories about real people to promote a behavior. It may take a bit of research to find the right “hero” for your story, but you can’t beat the persuasive value (and norming effect!) of a local couple sharing their enthusiasm about, say, cooking with leftovers, along with tips in their own words and a photo showing them having fun in the kitchen while reducing waste.
If you’re dealing with frequent barriers to practices you’re trying to promote, try a “success story” of somebody who has overcome these challenges. Their authentic voice and the emotional connection their story can make with your audience will be more effective than any list of facts.