Thinking Outside the Blue Box 2010
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Use of Social Marketing and Social Media to promote recycling in NC on a shoestring budget

Monday, February 8th, 12:30 p.m.- 2:00 p.m.

Kelley Dennings, Education and Outreach Project Manager, NC DENR, DPPEA

The RE3.org campaign kicked off in 2005 skewed towards a male demographic for high schoolers, college students and twenty-somethings.  The campaign includes bottle openers, bumper stickers, commercials, posters and t-shirts.

This presentation will examine such social media tactics used by RE3.org such as:

-Review social marketing tools as described in Fostering Sustainable Behavior.
-Provide examples of how the tools have been used by NC communities and in the Recycle Guys and RE3 marketing campaigns in NC. -Differentiate between Social Marketing and Social MediaDiscuss the background research RE3.org conducted into barriers and communication devises. Review audience segmentation.

-Social Marketing Strategies
1) Commitment: Recycle Guys and RE3.org examples
2) Prompts: Recycle Guys and RE3.org examples
3) Norms: National Recycle Guys and RE3.org examples
4) Communication: Recycle Guys and RE3.org examples
5) Incentives: Recycle Guys and RE3.org examples

-RE3.org social media usage and how-to implement
1) Blog
2) MySpace and Facebook
3) YouTube
4) Mobile phone text campaigns

-Future social marketing, social media and viral marketing ideas for NC

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