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Can you change multinationals strategies with social media?
 

Can you change multinationals strategies with social media?

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Greenpeace is a NGO striving to protect the environment. To do so, they use every kind of creative, non-violent action, including an intensive communication through social media. Dave will share ...

Greenpeace is a NGO striving to protect the environment. To do so, they use every kind of creative, non-violent action, including an intensive communication through social media. Dave will share Greenpeace’s strategy on how to use social media to help and achieve its environmental objectives.

Dave Van Meel, Head of Communications, Greenpeace

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    Can you change multinationals strategies with social media? Can you change multinationals strategies with social media? Presentation Transcript

    • SOCIAL MEDIA www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Greenpeace goals 2020!Reduction of CO2 global emission: -30% by 2020!Energy revolution: stop nukes, go renewablesZero deforestation: Congo, Amazone, IndonesiaProtect marine life: stop overfishing and whaling, install marine reservesToxics: - 50% of industrial hazardous chemicals release into water in the South www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW!GOALS! VALUES! SOCIAL MEDIA! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Greenpeace valuesü Non-violenceü Confrontationü Independenceü Power of acting togetherü Investigative www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW!GOALS! VALUES! SOCIAL MEDIA! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Know your audience- 80 000+ single donors!- 100 000+ supporters!- 11 000+ Facebook friends!!They are predominantly…URBAN – PROGRESSIVE – HIGHLY EDUCATED - INFLUENTIAL!They expect us to…INVESTIGATE – BEAR WITNESS – TAKE ACTION – INVOLVE THEM –LOBBY – PRESENT SOLUTIONS www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Why do social media work?-  Strong brand!-  We use it for what it is meant: dialogue, co-create and CTA!-  We donʼt SELL anything!-  Strong commitment and desire to participate of our audience!-  Greenpeace is an international organisation making use of aninternational device thus being able to campaign on internationaltargets!-  Ideal for loose, topical alliances with the large periphery of oursupporters! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Why do social media work?-  We say what we do, and do what we say!-  We respond to reactions, also the negative ones. Very oftenothers take up our defense !-  We donʼt post rubbish, and link as much as possible to in-depthcontent on our website, videos, visuals etc. !! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!We use social media for…-  direct comms: no intervention from journalists or other!-  active campaigning (public engagement, co-creation)!-  surveys!-  sharing opinions, creating bonds, give ʻa faceʼ to Greenpeace!-  conversion friends > supporters (but we donʼt raise money)!-  measuring effectiveness of our campaigns!-  traffic generator/complementary to our website, blogs…!-  spreading our messages beyond our own audience (Twitter)! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Main social media channels-  YouTube: viral spreading of videos (action or corporate camp)!!-  Facebook (GPI: 814.626 – Greenpeace Spain: 87.000 –Greenpeace UK: 26.425 – etc.)!!-  blogs (campaigners dialogue directly to supporters)!!-  Twitter: spread news on actions, buzz (GPI followers: 220.242 –GPB followers: +2.000 & rapidly growing now)! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW!GOALS! VALUES! SOCIAL MEDIA! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW!GOALS! VALUES! SOCIAL MEDIA! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Case 1: NestléForest Campaign targets Sinar Mas, an Indonesian palm oilmanufacturer, responsible for massive deforestation, with critical loss ofhabitat, making profit on the backs of local populationHow could we obtain a move from a distant and little-known company?>> by contract cancellations of import customers.How could we force those customers to make a move?>> By pressure coming from their own customers, who are well-known>> By using direct comms (1 on 1) and constant monitoring, ready toadapt strategy at all timesDid it work? J www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Case 1: NestléWhy did it work? >> we had a story that touched people’s hearts>> we had evidence to back the story>> we used strong visuals>> we had nothing to hide and communicated clearly on our demands>> a massive amount of supporters joined in, creating an online tsunamiwith instant overflow in other media.>> Nestlé denied, blocked social media pages and videos, threatened tosue us… and clashed more with internauts than with us!We didn’t ask for all that, we were just asking something any reasonablehuman being could support: stop killing forests for profit www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Case 1: NestléHow did it work? Step 1: web article with call to Nestlé to cancel contract SMStep 2: launch of viral video + launch dedicated website >> on website: reveal what Sinar Mas does online HQ (pivotal for deeplinking, blog, send an e-mail, referring to Twitter, Facebook, national GP home pages…)Campaign was extremely succesful as from step 2, igniting hundreds ofthousands calls and mails.Immediate impactVery negative brand imageStock value dropped dramaticallyHuge pick-up by online and traditional media www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW!GOALS! VALUES! SOCIAL MEDIA! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW!GOALS! VALUES! SOCIAL MEDIA! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW!GOALS! VALUES! SOCIAL MEDIA! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW!GOALS! VALUES! SOCIAL MEDIA! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Facts & figures:- Viral video viewed 1.6 million times (350 000 times in 1 day)- Nestlé got at least 250.000 e-mails- Nestlé could do nothing else than respond- 15.000 new supporters in UK onlyOther results:- A number of multinationals were mobilised on the deforestation topicand saw brand opportunitiesBUT: greenwashing won’t do…-We confirmed our status of “love brand” and saw how easy access wasto large communities www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Case 2: Green my AppleIdeaWe love Apple. Everybody loves Apple. But Apple can do better.Clean design but hazardous substances?Why exposing Asian children to dangerous chemicals?Our call to action to Apple fans: demand a cool product, demand agreen AppleHow?We created a website www.greenmyapple.org where we explained theproblems (iPoison & iWaste), called for action (.mAct) and invited to helpcreate a greener Apple (ProCreate –http://activism.greenpeace.org/applebook.org ) www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Case 2: Green my AppleThe audienceApple fans are… cool… internet-savvy… educated… creative… very often also Greenpeace fans JApple won’t listen to Greenpeace, it will listen to its customers.We know their ways.They took it up, we just gave them the arguments… www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Case 2: Green my Apple…after having tried ourselves almost ten times (calls, letters, meetings)Did we target only Apple?No, but we expect a cutting-edge company to be a leader in all itsaspects.In this case, Dell, HP, LG, Sony, Sony Ericsson and Nokia did alreadymake commitments on hazardous chemicals.Result?On May 2, 2007, Steve Jobs announced a policy change and thecompany was thanked by Greenpeace but even more so by its owncustomers.See: www.apple.com/hotnews/agreenerapple www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA! www.greenpeace.org!
    • GREENPEACE & CASES! GOOD TO KNOW! GOALS! VALUES! SOCIAL MEDIA!Other example• Facebook Quit coal campaignWe love Facebook.500 million people connecting with each other… WITHOUT coal andWITH renewable energy>Use all our Facebook friends (600 000) to do the ask @ Zuckerberg>Combined with dir Comms to Fb staff (offline)>80 000 comments for renewable energy on Earth DayUnfriend Coal fanpage, viral video… www.greenpeace.org!
    • GREENPEACE & CASES! THE FUTURE OF GOALS! VALUES! SOCIAL MEDIA! GREENPEACE!Some thoughtsDoes Greenpeace love brand attacks?NoBut: we can make you move through yourcustomers. www.greenpeace.org!
    • GREENPEACE & CASES! THE FUTURE OF GOALS! VALUES! SOCIAL MEDIA! GREENPEACE!Do you actually believe that Greenpeace supportersare a bunch of hippies? Your customers are our supportersYour employees are our supporters www.greenpeace.org!
    • GREENPEACE & CASES! THE FUTURE OF GOALS! VALUES! SOCIAL MEDIA! GREENPEACE!They want to be loyal to you, but…if their children’s future is at stake, where lies their loyalty if you are putting thatfuture at risk? www.greenpeace.org!
    • GREENPEACE & CASES! THE FUTURE OF GOALS! VALUES! SOCIAL MEDIA! GREENPEACE!Why does Greenpeace target you?> You can make politicians move, by advocating a greener economy.> By asking what is a matter of common sense: adopt measures thatavoid our climate from going crazy.> By showing the example, while still making profit. www.greenpeace.org!
    • GREENPEACE & CASES! THE FUTURE OF GOALS! VALUES! SOCIAL MEDIA! GREENPEACE!Is a green economy profitable?Well, what is China doing right now? www.greenpeace.org!
    • GREENPEACE & CASES! THE FUTURE OF GOALS! VALUES! SOCIAL MEDIA! GREENPEACE!Show yourself a leaderEconomy will winThe planet will winYour children will win www.greenpeace.org!
    • www.greenpeace.org!