DECEMBER 2022

CLIMATE
SOLUTIONS
ACCELERATOR

An In-Depth
Media Data Analysis

Report by
Nicole Pomerleau
Jessica D'Amico
Sarah L'Esperance
Owen Young
TABLE OF
CONTENTS

Organization Background 03
Purpose & Main Issue 04
Overview of Research 05
Social Media Data 06

Google Analytics 10
Usability Testing 11

Focus Group: Results and Analysis 13

Outcomes & Discussion 14

Appendix 16

Page 02
ORGANIZATION
BACKGROUND

Climate Solutions Accelerator,

though officially established in
2020, has worked diligently for
nearly nine years to bring about
climate change in the Genesee-
Finger Lakes region. Originally
formed from a coalition of over 30
local organizations, today the
nonprofit operates under one
name and focuses its efforts on
enacting positive environmental
change at the corporate and
individual level. By giving access to
key resources and providing
actionable plans that are easy to
implement and follow, Climate
Solutions Accelerator empowers
organizations to make the switch to
clean energy and individuals to
inspire change within their own
communities.

Page 03
 PURPOSE &
MAIN ISSUE
Ultimate goal of
increasing online
engagement, As part of our collaboration
reaching new with Climate Solutions
Accelerator, we were tasked
audiences, and
with conducting an in-depth
raising general media analysis of their digital
awareness platforms and assessing their
overall effectiveness and
engagement.
Several components of Climate
Solutions Accelerator's online
presence were recognized and
evaluated:
Website
YouTube channel
Facebook
Instagram
With the ultimate goal of
increasing online engagement,
reaching new audiences, and
raising general awareness, we
conducted a series of tests and
compiled the results in the
following sections.
These insights, when looked at
holistically, reveal possible
steps that can be taken to
achieve the aforementioned
organizational objectives.

Page 04
OVERVIEW OF
RESEARCH

Below are a few key points from our

analysis that will be discussed more in
detail throughout this document:
Analyzing and addressing the website’s bounce rate – through
our usability testing, we drew conclusions about the user-
friendliness and organization of the website and inferred why the
bounce rate might be the number that it is.
Ensuring that the website is mobile & user friendly – after learning
that a majority of those reaching the CSA website were via mobile
device, we conducted our usability testing with a combination of
mobile devices and computers to discover if there was a difference
in user behavior between the two types of devices.
Understanding how the website is most commonly utilized or
frequented – we examined data from Google Analytics to
determine which pages were receiving the most clicks and
garnering the most attention.
Addressing what types of digital content should be produced &
listening to audience preferences – focus group data was key in
determining this insight and will prove useful for content managers
of the CSA social platforms going forward.
Different ways of utilizing social media to increase community
engagement – based on focus group data, we outline different
social media techniques that could be implemented to yield higher
online engagement.
How to approach the climate conversation on social media –
again, data from our focus group helped us better understand how
audiences online want to engage with the climate change
conversation, setting CSA up to produce, in theory, more well-
received social content.

Page 05
SOCIAL MEDIA
DATA

Meta insights gives an overview

of organization’s data on
Facebook and Instagram.

Shows and compares the page

reach, profile visits, new likes
and follows, as well as breaks
down the demographics of
Climate Solutions Accelerator’s
audience.

Used to break down Climate

Solutions Accelerator’s audience
as well as analyze the types of
content that received the most
interaction.

Spikes in the data were analyzed

and compared with various
posts to determine what kinds of
posts are considered successful.

Page 06
SOCIAL MEDIA
DATA A majority of people
Facebook prefer to see
information through
photographs with 1-
2 sentences.
Between Jan 1 2022 - Dec 4, 2022 28.9%
of Climate Solutions Accelerator’s 2,206
Facebook audience was women
between the ages of 25 and 44. This
audience tends to interact with:
infographics
photographs
faces

Women Men

18-24

25-34

35-44

45-54

55-64

65+

0% 5% 10% 15%

Page 07
SOCIAL MEDIA
DATA
Facebook

By breaking down all the data into into

smaller sections, it is easier to focus on
what posts have brought the most
attention to Climate Solutions Accelerator.
In the last 28 days, Climate Solutions
Accelerator’s Facebook page has reached
5,697 people. This is a 31.3% increase
compared to the average number of page
visits. The peak in this data set was 914
people on Nov 14.

This post showcased two of the faces of

Climate Solutions Accelerator; the post
itself just introduced the people, while the
caption offered more information as well
as directed viewers to a link with more
information.

This one post reached more people than

92% of the most recent content, more
reactions than 96% of the most recent
content, and more link clicks than 80% of
the most recent content.

Page 08
 Younger
demographics like
SOCIAL MEDIA to be given
DATA information; they
Instagram
get bored easily
when presented
with paragraphs.

Finally, Meta insights allows for the breakdown of the type of content
posted as well. The Climate Solutions Accelerator’s Instagram does not
have as large of a following as the Facebook because of the primary
audience, so this tool can be used to see the difference between the
posts as well as what can be changed. Over the last 90 days, the
Instagram has reached 1.1 thousand people; the reach has grown
215.7 %. During this time, the Instagram consisted of 4 videos that
reached 129 people and 1 reel that reached 217 people. The majority of
the Instagram followers are within the desired target audience, so this
reinforces the idea that the younger demographics prefer to see
visuals. Usability testing found that the younger demographics like to
be given information; they easily get bored when presented with
paragraphs.

1,250

1,000

750

500

250

0
Last 90 Days 90 Days Prior

Page 09
Google Analytics allows
organizations to deep dive into their
website’s activity and impact. Google
Analytics was used to analyze GOOGLE
Climate Solutions Accelerator’s
Bounce Rate, what devices are used
ANALYTICS
the most to access the website,
navigation pathways, landing pages,
and referral sources.

Observations and Metrics

The first page most visitors view

is “News and Updates”
Both on mobile devices and
desktops
51.6% of people open the
website and do not visit another
tab (bounce rate)
Concerning, will explore in
usability testing
Only 30% of users access from a
mobile device

Younger audience tends to use

mobile devices, consider more
mobile friendly site
The most common pathway users
take on the sight is
News and Updates -> Climate Action
-> Job Board -> Organizations
The link in social media bios is the
only referral channel that brings
traffic

Page 10
USABILITY
TESTING
Usability testing is a tool used to help
an organization learn about how
effective their website is at making
important information accessible. In
doing so, it highlights any
improvements that could be made by
the organization on the website. By
having a random sample of people
participate in the testing, we are able
to see how the general public also
sees the site. As a company, your key
values and information, as well as your
most pertinent services, should be
clearly presented and easy to access.
For Climate Solutions Accelerator, we
believe that the most beneficial
information to target through usability
testing include the following:
1. Easy ways to donate/ help the
organization.
2. Accessibility to information on the
organization's mission and what
they’ve done so far.
3. Information on how to become
involved in the community
These are the questions
that we asked:
1. Where would you go to find last
month's “Accelerator update”
video?
2. As a business owner, where
would you go to learn about
partnering with CSA for
marketing campaigns?
3. Where would you go to donate
to the organization?
4. Where can you find 3 ways that
you can contribute to the
organization’s cause other than
donating money?
5. Where would you go to learn
about the benefits of becoming
a member?
6. How do you find out about the
progress that the organization
has made so far and what
they’re working on now?
Page 11
 USABILITY TESTING
RESULTS
Suggested Improvements:
-Landing Page: Going forwad, our group
suggest that the landing page be
condensed to include the “most attractive
aspects of the organization (i.e. A picture
promoting a healthy environment with a
side text box highlighting the team’s
mission) along with links to other
important information (e.g. Climate Action
Strategy, Our Work, Community Member
Highlights, etc.)
-Seperating Business from Individual
Information: We suggest splitting up
individual action possibility and industrial
partner opportunities to make interperting
information easier for individual users and
industries. This could be a link on the
landing page to all resources and
information a business may need.
Mobile Devices vs Computer
Usage: Our research found no
significant difference between
the two kinds of devices used to
access the site.
What Works: All Participants
found the donate button quickly
as well as three ways to
contribute to the organization.
Landing Page: The most
prominent are of the website
that participants ran into trouble
with had to do with the landing
page. For several questions, we
observed that participants went
back to the landing page to find
information. We believe that this
is because the landing page
contains a large amount of
information that was looked over
when first arriving to the site.
Information for Businesses: Our
participants all had difficulties
finding information on how
businesses could partner with
CSA. We think this information
should be more accessable
because of industries impact on
the climate. Making this
information more accessable
would likely allow more
companies to learn about the
services you offer.
Page 12
What is it?
A focus group is a semi-
FOCUS GROUP
structured environment of at RESULTS
least 5 individuals led by a
mediator. A focus group
allows the mediator to ask
questions that spark
discussion to gain insight into
The Group
the attitudes and behaviors
Composed of 6 members, 3
of the group. Our team chose
males and 3 females.
to utilize this method of data
The ages reported were 21,
collection due to its ability to
21, 20, 28, 19, 26, a sample
allow for conversation and
that is representative of the
thus further understanding as
population CSA was
opposed to a survey. The job
attempting to engage.
of the facilitator is to ensure
the conversation remains on
track and that all individuals
are able to contribute to the
conversation.

Page 13
What People Enjoy:
Contemporary content
Sports,
Pictures of events going FOCUS GROUP
on in the community
Storyline Content (a
RESULTS
journey to follow)

"Emotionally fulfilling posts"

Comedic posts, What People Don't Enjoy:
“Cute or heartwarming” News,
content, Politics
“Good news”. Too much text or information
Before and after pictures Using slang or trying to reference
pop culture (corny)
Stylistic
Strong Political Association
Short
Plain Backgrounds
Nice Fonts
Lighthearted
Behinds the scenes
Animals
Scenery/photography

The Climate Conversation

Many agreed that politic al affiliation and personal blame “becomes
overwhelming” and turns them "off" to the climate conversation.
The group also identified that posts concerning animals and scenery are
efforts they become engaged in,

What Makes a Good Community Event?

Providing food and a good location
Participation of loved businesses

Page 14
 Outcomes and discussion

Outcomes
The most beneficial outcomes that our team identified are increasing online
engagement, reaching new audiences, and raising general awareness.

Facebook and Instagram

The focus group was crucial in providing insight into the disconnect between
the desires of the audience and CSA’s social media presence.
Our team suggests:
Creating a storyline of efforts that is updated once or twice a week and no
more.
In place of infographics or long videos on Facebook and Instagram
Before and after pictures,
Local scenery (photography),
Pictures from each community event.
Creating behind the scene content also gives the audience a break from
informational or targeted posts.
Refrain from posting content that strongly aligns with one political party
especially on Facebook and Instagram.
A longer term suggestion is creating shorter weekly videos on YouTube

Climate Solutions Accelerator's Website

Usability testing revealed areas in need of improvement.
Our Team suggests:
Refining the home page such that it’s much shorter and more organized.
Creating links that align with the current goals such as “get involved” and
“current project”.
Provide a section on the homepage that details the next upcoming event.

Raising General Awareness

Our team suggests:
Creating and maintaining a regular posting schedule with specific series
such as updates, behind the scenes, or photography that is posted at the
same time and day every week.
Linking specific pages on the website on specific posts so users who want
more information will know where to go specifically.

Page 14
Determining Success

Metrics to Evaluate:
Bounce Rate (Google Analytics)
The lower the bounce rate the more
user friendly the website Our team suggests meeting
once a month to monitor
Referral Avenues (Google Analytics)
and evaluate Google
Are people clicking the links to the
Analytics and Meta data.
website from certain posts?

Page Visits (Meta)

An increased number of page visits
suggests better engagement with
new audiences.

Average Likes per Post (Meta)

The average number of likes should
be closer to the average number of
visits
Higher number of likes suggests
more tailored content

Community Event Attendance

An increase in attendance suggests
successful outreach

Page 15
 Appendix

Focus Group Questions:

Total Participation (6, 20-28 year olds)
1. On social media, which types of content do you
most like to see?
2. What types of content on social media do you tend
to scroll past?
3. What catches your eye on social media? In other
words, what stylistic/design attributes of content on
social media most grabs your attention?
4. What organizations/companies do you follow on
social media? What do you like about following
them?
5. What mistakes do you feel companies make when
trying to reach a young audience?
6. What leads you to unfollow a
company/organization on social media?
7. What type of things turn you "off" to the climate
change conversation?
8. What kind of updates/information/topics
surrounding environmentalism grab your attention
the most on social media or on the news?
9. What would entice you to go to a climate change
event in Rochester?

Page 16
 Appendix

Usability Testing Questions:

Total Participants (6, 18-35 year olds)

1. Where would you go to find last month's
“Accelerator update” video?
2. As a business owner, where would you go to
learn about partnering with CSA for marketing
campaigns?
3. Where would you go to donate to the
organization?
4. Where can you find 3 ways that you can
contribute to the organization’s cause other than
donating money?
5. Where would you go to learn about the benefits
of becoming a member?
6. How do you find out about the progress that the
organization has made so far and what they’re
working on now?

Page 16