Social media campaigning - Making Links conference 2010

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In November 2010 I gave a presentation at the Making Links conference on utilising social media for NGO campaigns.

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  • Greenpeace campaign against the use of palm oil in products
    Palm oil production threatens orangutan habitats
    Nestle continued to use palm oil in their KitKat chocolate bars
  • Greenpeace release a shock video depicting a person having a break by crunching into a bloody orangutan finger wrapped up in a KitKat wrapper
    Nestle responded immediately, convincing YouTube to take the fake ad down on copyright infringement grounds
  • Greenpeace mobilised supporters with one specific ask – go to Nestle’s Facebook page and add a message asking them to drop the use of palm oil.
    Thousands of messages were posted, in a forum that Nestle could not easily moderate or control.
    Nestle recognise the groundswell against them and the PR damage caused, and commit to phasing our palm oil use.
  • BP were in the middle of controversy over their handling of the Gulf Oil Spill
    Campaign to have an incredibly annoying vuvuzela concert at BP HQ – right in middle of world cup so vuv was central
    Set up by an individual - Adam Quirk
    Completely crowdsourced
  • Using Kickstarter, raised over $2000 in just a few days
    Combined art & performance with social justice action
    Was fun, silly, reactive and not brand affiliated
  • An attempt to digitize and collect the wishes of the general public towards a world without poverty
  • Visitors can enter their wish for a world without poverty
    This ‘wish’ is then added to the collective virtual tree, which grows with each submission
    Given the option to share via their Facebook or Twitter account
    Also given option to type in their postcode and send a message to their local MP
    Over 1000 wishes with NO advertising – purely word of mouth and viral seeding on social media
    Physical tree to complement the digital – link online with offline
  • Picture disseminated so supporters could change it to their Facebook profile pic
  • Greenpeace decided that BPs logo did not properly represent its recent actions in the Gulf, so they ran a competition to redesign the BP logo
  • Crowdsourced – send the call out to supporters
    Utilise existing systems – eg flickr
    Also broadcasts itself, by using a social network like flickr
  • As a result, they went from this
  • To this.
    Furthering the campaign, this logo was sent back out to the supporters, asking them to disseminate
    A photo exhibition of the best entries was held around the world, as well as on the pavement outside BP HQ
    using visuals is a powerful way to communicate a message - involving the public makes it even more powerful
  • Australia currently spends 0.29% of GNI on foreign aid.
    This is well short of the 0.7% that would be Australia’s ‘fair share’
    We wanted to make aid spending an issue during the 2010 Federal election campaign
  • We put a simple Twitter action on the MPH site
    Hundreds of people took this action (hard to quantify exact numbers)
    Aid spending became an issue for the major parties – the Coalition committed to a specific Foreign Aid Ministry, and both the Coalition and the ALP raised their commitment to 0.5%
  • Quick and easy – one click activism
    Very visible – politicians cannot ignore, as they know others can see the action
    Personal – from individual account to politicians’ account
    Viral – friends of friends of friends will see message
    Circular – broadcast provides link back to initial action page
    Conversational – asking politicians a question is very different to demanding specific action
  • Campaigns don’t have to be complicated or well-funded.
    They just have to have impact where it counts
    Sarah Palin’s Facebook page – very controlled and not a likely place for an activism campaign
  • But where there’s a will, there’s a way
    Co-ordinated effort to put a message into the digital space of an opponent
    Transient (was taken down within an hour) but powerful in showing determination
  • Social media campaigning - Making Links conference 2010

    1. 1. Campaigning with Social Media Tim Norton Online Campaigns Co-ordinator Oxfam Australia timn@oxfam.org.au @norton_tim
    2. 2. Nestle Palm Oil www.greenpeace.org/kitkat
    3. 3. Nestle Palm Oil www.greenpeace.org/kitkat
    4. 4. Nestle Palm Oil www.greenpeace.org/kitkat
    5. 5. Vuvuzulas for BP www.kickstarter.com/projects/752869858/vuvuzelas-for-bp
    6. 6. Vuvuzulas for BP www.kickstarter.com/projects/752869858/vuvuzelas-for-bp
    7. 7. The Wishing Tree www.wishtoendpoverty.org.au
    8. 8. The Wishing Tree www.wishtoendpoverty.org.au
    9. 9. Greens Election www.greens.org.au
    10. 10. Greens Election www.greens.org.au
    11. 11. Greens Election www.greens.org.au
    12. 12. Greens Election www.greens.org.au
    13. 13. Behind the logo www.greenpeace.org.uk/logo
    14. 14. Behind the logo www.greenpeace.org.uk/logo
    15. 15. Behind the logo www.greenpeace.org.uk/logo
    16. 16. Behind the logo www.greenpeace.org.uk/logo
    17. 17. The Poverty Question www.makepovertyhistory.com.au
    18. 18. The Poverty Question www.makepovertyhistory.com.au @JuliaGillard - will you commit Australia's overseas aid spending to 0.7 percent of GNI this election? http://bit.ly/PovertyQtn #ausvotes @TonyAbbotMHR - will you commit Australia's overseas aid spending to 0.7 percent of GNI this election? http://bit.ly/PovertyQtn #ausvotes
    19. 19. The Poverty Question www.makepovertyhistory.com.au
    20. 20. Keep Fear Alive
    21. 21. Keep Fear Alive
    22. 22. Main points Social media is not a broadcast tool. It shouldn’t even be used as a communication tool – it’s a campaign tool.
    23. 23. Main points Social media is not a broadcast tool. It shouldn’t even be used as a communication tool – it’s a campaign tool. Harnessing the power of the crowd is paramount. Especially the individual skills that exist within that crowd.
    24. 24. Main points Social media is not a broadcast tool. It shouldn’t even be used as a communication tool – it’s a campaign tool. Harnessing the power of the crowd is paramount. Especially the individual skills that exist within that crowd. We all know the mantra ‘you have to set it free’, but it applies to the whole process: brand, message, control, data, measuring. You have to trust in the collective desire to be part of a movement – just try and spark the push.
    25. 25. Main points Social media is not a broadcast tool. It shouldn’t even be used as a communication tool – it’s a campaign tool. Harnessing the power of the crowd is paramount. Especially the individual skills that exist within that crowd. We all know the mantra ‘you have to set it free’, but it applies to the whole process: brand, message, control, data, measuring. You have to trust in the collective desire to be part of a movement – just try and spark the push. Allow individuals to take their own style of ownership over the campaign. Don’t force a particular involvement – provide the tools.
    26. 26. Main points Social media is not a broadcast tool. It shouldn’t even be used as a communication tool – it’s a campaign tool. Harnessing the power of the crowd is paramount. Especially the individual skills that exist within that crowd. We all know the mantra ‘you have to set it free’, but it applies to the whole process: brand, message, control, data, measuring. You have to trust in the collective desire to be part of a movement – just try and spark the push. Allow individuals to take their own style of ownership over the campaign. Don’t force a particular involvement – provide the tools. Make it fun. See John McCain 2008 campaign for how NOT to do this.

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