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„Online-Strategie von Greenpeace“

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  • Ein alter, aber dennoch sehr interessanter Beitrag über die Online-Marketing Aktivitäten von Greenpeace.
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„Online-Strategie von Greenpeace“

  1. 1. 1 Unsere Online-Strategie
  2. 2. 2
  3. 3. 3 Ziele: Blogs Information / Wissen Greenpeace TV (IP-TV) Action / Empowerment greenaction.de (Offene Community) Identität / Image Externe Communities (Facebook, MySpace, YouTube, Twitter)
  4. 4. 4
  5. 5. 5
  6. 6. 6 Blogs: als Kommunikationskanal fest integriert bisher als Kampagnenblogs, demnächst als „Organisationsblog“ Riesen der Meere: als Blog für alle Meeresthemen, 1.500 bis 2.500 Leser pro Woche, Filme bis zu 40.000 Zuschauer
  7. 7. 7 Blogs: CeBIT-Blog macht Druck auf IT- und Unterhaltungselektronikbranche bloggen direkt auf der CeBIT Der Blog wird zum Thema im Radio und in der Frankfurter Rundschau
  8. 8. 8 Kontrollverlust ist kein Online Phänomen: „Ein Anruf bei Greenpeace“
  9. 9. 9 Greenpeace TV (IPTV) Entwicklung neuer GP-eigener Formate für Webfilme (Dokumentation, News, Stories) Neue Formate: emotionaler, kürzer, prägnanter, personalisierter, witziger, unterhaltsamer Neue Bildsprache: frisch, witzig, in Bildern erzählen, weg vom reinen News-Stil
  10. 10. 10 Greenpeace TV (IPTV) Neue Erzählweise: Thema wird vermittelt durch Reporter, der Zuschauer „mitnimmt“ Zuschauer wird nicht nur informiert, sondern darf dabei sein GP erhält mehrere Gesichter, die wiederkehren: Wiedererkennungswert; Binden von Zuschauern, da Fortsetzungseffekt
  11. 11. 11
  12. 12. 12 Ziel: neue, jüngere Zielgruppen ansprechen Web-Community emotional ansprechen GP-Themen für jedermann leichter zugänglich zu machen Greenpeace als handelnde Organisation zeigen
  13. 13. 13 Greenpeace TV (IPTV) Greenpeace Filme werden auch als strategische Elemente in unseren Kampagnen produziert Beispiel: Antwort auf Daimlers SMART-Spot Möglichkeit bei YouTube Filme von Daimler und Greenpeace zu verknüpfen
  14. 14. 14 greenaction.de ist eine offene Community, die unseren Unterstützern und Freunden eine Plattform bietet. Mitmachen steht im Vordergrund Kampagnen können initiiert, erlebt und verstanden werden, im Idealfall hohe Identifikation und Mitmachmöglichkeiten
  15. 15. 15
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  17. 17. 17 externe Communities: dorthin gehen, wo potentielle Zielgruppen schon sind: YouTube, MySpace, Facebook, Google (Earth), Twitter,
  18. 18. 18 Überschrift Campaigning: „Auf der Straße und im Social Web“ Das Beispiel Vattenfall
  19. 19. 19
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  23. 23. 23 Original: klimaunterschrift.vattenfall.de Auftrag: Greenwashing
  24. 24. 24 Fälschung: Klimaunterschrift-Vattenfall.de Auftrag: Gegenöffentlickeit herstellen
  25. 25. 25
  26. 26. 26
  27. 27. 27
  28. 28. 28 Taz Auf der Straße: Bild in Berlin und Hamburg Berliner Morgenpost Im Web: Klimaunterschrift-vattenfall.de ca. 60 .de Blogs greenpeace.de Facebook ca. 15 .se Blogs Twitter Twitter Followers
  29. 29. 29 Unsere Botschaft Communities sind Kampagnentauglich
  30. 30. 30 Unser Gewinn: Aktivisten im Social Web unterstützen unsere Kampagnen und gewinnen mit uns. Wir erzeugen Relevanz!
  31. 31. 31 Wir freuen uns über Unterstützer auf: Facebook.de Twitter.de und demnächst auf Greenaction.de

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