Courtney ForresterRecycling Manager

City of Newton

Outline

• Promoting Sustainable Behavior

• Using Social Media

– Blogs

– Facebook, Twitter

– Videos

• Using your Website

• Tips for Messaging

Promoting Sustainable Behavior:Crafting the right message

While education and advertising can be effective in creating public awareness and in changing attitudes, numerous studies show that behavior change rarely occurs as a result of simply providing information.

– Doug McKenzie-Mohr

Using Social Media to Change

Behavior

Web 2.0

• Good for volunteer groups to maintain

• Longer posts, detailed messaging

• Engage community with comments

• Examples:– Newburyport – Toward Zero Waste

– Newton – Virtual Recycling Tour

https://sites.google.com/site/newtonrecycles/

• Micro blogs

• No frills, straightforward, quick messaging

• Keeps messaging going between events/programs

• “elevator pitch”

• Creates an online presence/profile

• Encourage commitments – get likes, ask questions, get feedback

• Connect and engage

• Promote events

Videos

• Sites: YouTube, Vine, Vimeo• Examples:

• Salem – “You Gotta Recycle, Buddy”• Somerville – Single Stream Recycling toters• Newton – Virtual Recycling Tour

http://www.youtube.com/watch?v=mW_R8_qFnDk

http://www.youtube.com/watch?v=bWu1B-6Mpt4

Using your Website

• Creating a Recyclopedia

• Frequently Asked Questions

• Maps

• E-newsletters

FAQs

Maps

E-newsletters

• Collect addresses – always offer unsubscribe link

• Set a frequency that will work with your schedule

• Promote social media

• Promote Events

• Highlight successes

• Quick links to Website

• Examples: Boston, Cambridge, Lowell, Newton, SSRC

• Be consistent

• Keep updated

• Keep web content concise

– Use heading to break up long text

– Use bullets, text formatting, spacing

• Use pictures and images

• Create one pagers that residents can print and post at home near recycling bin

Messaging

Questions?