A talk that myself and Julie Szabo gave at the Beyond the Hype 2016 conference at Royal Roads University.

1. Engaging the World:
The Paris Climate Talks
Julie Szabo & Darren Barefoot

2. 0
20000
40000
60000
80000
100000
120000
140000
1 2 3 4 5 6 7 8 9 10 11 12 13
Visits
Day
COP 15
COP 20
COP 21
Visits
Comparing COPs

4. What should the tweet be?

8. meth·od·ol·o·gy
A two-pronged marketing & engagement approach

9. Heartbeats
• Website/blog content
• Email updates & asks
• Events, rallies,
protests
• Press releases
• Online advertising
• Social media updates

10. Remarkables
• Cut through “noise”
• Tell stories that inspire
• Offer an insider’s
perspective
• Make an emotional
connection
• Make you look twice

11. “Safe is risky and risky is safe.”
– Seth Godin

12. Engaging the Media

15. Engaging the Public

27. Engaging Attendees

31. “Learning and innovation go
hand-in-hand. The arrogance of
success is to think that what you
did yesterday will be sufficient for
tomorrow.”
– William Pollard

32. bit.ly/CapuletBTH

34. Thanks for
listening!