We were born to share. Rachel Weidinger @rachelannyes

2014

@upwell

Abundance is our frame.

Slide&7:&How&To&Solve&3&Tips:&#3&

Attention is renewable mission fuel.

Winner shares all.

Be a griot.

Amplify good. Long audience, big here.

Architecture of transparency.

@upwell

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20000

40000

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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

110%

65%

231%

187%

2012

20

13

Team Ocean

Team Ocean

Shark Week

Shark Week

Team Ocean grew 2-3 times faster than Shark Week

Year-over-year growth in social mentions

Distributed Network

Tweet! Follow and

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20000

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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

Package Content

Distributed Network

Measure Impact

The Overfishing Conversation Upwell Campaign and Social Mention Spikes Oct 2011- Jan 2012 !

NU-1

NU-2

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Oct-11 Nov-11 Dec-11 Jan-12

Baseline Mean +1 STDEV OF Overfishing Spike Threshold

Winter 2011

The Overfishing Conversation Upwell Campaign and Social Mention Spikes Feb 2012- May 2012 !

NU-3

0

2000

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6000

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10000

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14000

Feb-12 Mar-12 Apr-12 May-12

Baseline Mean +1 STDEV OF Overfishing Spike Threshold

Spring 2012

The Overfishing Conversation Upwell Campaign and Social Mention Spikes Jun 2012- Sep 2012 !

China Shark Fin Soup Ban

Shark Week NU-4

Cathay Pacific

Livestrong

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Jun-12 Jul-12 Aug-12 Sep-12

Baseline Mean +1 STDEV OF Overfishing Spike Threshold

Summer 2012

The Overfishing Conversation Upwell Campaign and Social Mention Spikes Oct 2012- Jan 2013 !

Vote4the Ocean

Costa Rica Fin Ban

JAWS vs Sinatra

Antarctic (day 1 of 15)

NMS 40th & NYT Trawling

Antarctic Ocean (day 10) & I Oyster NY

How to Kill a Great White

Antartic (day 15)

Gangnam Style, CA MPAs,

Fish Tornado

Seamounts & Rooftops

NU-5

Cuomo Oysters NY

Pacific Bluefin the 96.4%

Big Blue Blogs

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Oct-12 Nov-12 Dec-12 Jan-13

Baseline Mean +1 STDEV OF Overfishing Spike Threshold

Winter 2012

+71% daily vol+784% spike freq. +475% high spike

The Overfishing Conversation Upwell Campaign and Social Mention Spikes Oct 2011- Jan 2012 !

NU-1

NU-2

0

2000

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8000

10000

12000

14000

Oct-11 Nov-11 Dec-11 Jan-12

Baseline Mean +1 STDEV OF Overfishing Spike Threshold

Winter 2011

&&

How can you give permission for an upwelling on *your* team?

<3, @upwell