Global Salmon Initiative:
Building awareness of salmon’s role as a sustainable food source

Madano services:

Influencer Identification, Stakeholder Mapping, Content Strategy

Challenge

Salmon farming had a mixed reputation and was lacking support outside the industry. To improve understanding, acceptance and support for aquaculture’s role in providing healthy and sustainable sources of protein to feed growing populations, the Global Salmon Initiative (GSI) was looking to identify the right people to help drive the initiative’s strategic objectives.

Approach

Using our kiite technology, we identified the most influential NGOs and foundations running relevant projects in the space, and investigated the role NGOs play in influencing the broader stakeholder landscape.

We visualised how this influence plays out in the digital space by examining website links, social media interactions, and other proxy indicators of engagement and influence.

By collating millions of relevant data points from multiple sources, we were able to better understand influence in order to provide GSI with strategic insight to inform stakeholder engagement planning.

Impact

Having identified key influencers, GSI was able to target their stakeholder outreach to the most active and engaged organisations in the food system space. Using their insights collated, GSI secured numerous introductory meetings, fostered solution-focused dialogue, which led to partnerships and initiatives with a number of key influential NGOs and organisations.

In addition to identifying possible partners to support their work, we were also able to identify important avenues for GSI to further promote their work among influential circles. This included a webinar with the editor of a leading environmental news website and publishing an article with a news source about the need for an evolving food system.

A revamped content strategy, based on research, has driven greater GSI influence across social media channels, including increasing GSI’s Twitter engagements by over 1300%, increasing GSI’s Twitter following by 33% and increasing Tweet views by over 200% over a one-year timeframe.