Social Media Case Study 1 – Using Social Media to Drive Recycling Message

March 24, 2009 · Posted in Social Media Working Group · 3 Comments 

This is the first in a series of Social Media Case Studies that the Irish Internet Association Social Media Working Group will be producing over the next few months. This is written by Eoin Kennedy, Slattery Communications. All comments, queries and case study suggestions welcomed via comments below. – RS, IIA.

Using Social Media to Drive the Recycling Message

Background

Repak is a packaging compliance scheme that funds packaging recycling activities in Ireland.  It collects levies from organizations that produce packaging and then uses these funds to pay subsidies to waste contractors and local authorities for collecting used packaging from recycling supporting Household Recycling Bins, Bring Banks and Recycling Centres.

This has helped Ireland achieve its EU Packaging Recycling targets.  Its license also has an educational remit to drive awareness of recycling and improve actual recycling behavior.

The organisation runs a series of traditional campaigns but these were generally one way so in 2007 the organization looked to embrace the online community and social networks in particular to help further engage younger audiences in a more interactive and media rich way.

Strategy

  • To educate, motivate and engage people in recycling of used packaging
  • To create online platforms to engage with a different demographic groups
  • To develop compelling online content
  • To position Repak as expert on packaging recycling issues

Tactics
A variety of social media tools were utilized including Bebo, Facebook, YouTube, Flickr, Pix.ie, Podbean, Blog and Twitter.

Screenshot of Repak's Bebo pageBebo

  • A profile page was established in Sept 2007.
  • Full editorial calendar covering relevant Repak content reformatted for Bebo style and covering key initiatives such as Bring Banks on the Street, Repak Christmas Campaigns and Easter Campaigns, Award Winner, Green Schools Calendar.
  • Videos developed and uploaded including Building of ‘blinged’ Bring Banks and Interview with UK artist at launch of Repak Recycling Week in BT2.
  • Photos from key launches.
  • Answering of recycling queries.
  • Series of competitions on the whiteboard.
  • Per material a day updates/ updates recycling facts.
  • Frequent blog posts.
  • Posting and visiting of other profiles.

Results

  • Friends network expanded to 1076 and views over 19,700.
  • Multiple entries to competitions. Some of the entries were pretty elaborate and allowed us to play back how they drew them.
  • 200 Comments after 2 months– some of which were one liners, others were queries while others were supportive.
  • 307 Quizzes taken.
  • Over 500 Polls.
  • Over 1000 view of videos.
  • Expanded network and community of people interested in recycling.

    Other social media channels
    Repaks also deployed a number of other online platforms to spread the message to a wider group and target older age groups including:

    YouTube:

    Video coverage from different Repak initiatives and launches.  Over 1,000 views of different videos.

    Online Photography Flickr, Pix.ie

    Community creation through uploading photos to photo sharing sites (generic for reuse by others) and specific launches.  Generic photos of recycling activities made available for the community to use.  Others give a snap shot of colourful recycling launches and campaigns.

    Podbean
    Interviews with key executives explaining how to recycle and radio like interviews on different initiatives.  These were also reused on the Repak blog.

    Repak Blog

    Repak's Blog

    A blog was created and populated focusing on recycling issues in Ireland.  Written, video, audio and photo material utilized from different initiatives.  The blog aims to create a repository and debating point for recycling issues, topics and updates from Repak.

    Twitter
    A Twitter feed has been established to give micro updates on international, Irish and Repak developments.  Community and engagement is growing.

    twitter

    Facebook
    A group within Facebook has been established to interact with an older audience and create a platform for sharing on recycling issues from seeding discussion and sharing material from video to photography.

    Repak's Facebook page

    Benefits
    The wide range of online properties means that Repak can communicate with a broader range of online communities in a media rich format not possible previously.

    • Wider online footprint.
    • Positioning of Repak as expert in packaging recycling issues.
    • 24/7 Availability of Repak and recycling issues.
    • Engagement and community development with other recyclers.
    • Regular and easy to update content from video to photography.
    • Better search engine visibility.
    • Driving higher recycling rates and acceptance of recycling message.
    • Direct contact with harder to reach demographics.
    • More positive public face of the organisation

    Summary

    Repak has now established a number of communications channels and communities through which it can interact and  with which it can communicate.  The organisation produces a wealth of content and through customising the messages for the different platforms and utilising video, audio and photography it can portray the recycling message in a variety of different and engaging ways.  Further engagement with these new communities needs to be undertaken to create a truly interactive relationship, in conjunction with the ongoing development of content and other tools such as applications.  Social media now forms part of the planning process for all Repak initaitives.

    Disclosure

    Repak are a client of Slattery Communications who helped develop and maintain their online presence.

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