SlideShare a Scribd company logo
Open-Campaigning
Overall strategy Greenpeace
Some obvious environmental problems are solved – but some
very negative megatrends remain.

   environmental issues need to get pushed right into the
   spotlight
   campaigns put pressure on industry and / or politics, they
   create peer pressure and visible actions
   our aim is to get in touch with people who are already active
   and who are willing to mobilise others to act

Young people have one very relevant motivation to get
involved – this is their future!
Greenpeace in social networks

 Facebook: 8100 Fans since 2007
 MySpace: 1930 Friends since 2007
 StudiVZ: 1555 Friends since 2010
 Twitter: 8700 Follower since 2007
 Youtube: 174 Videos, over 70.800 visitors, over
          1.061.000 cumulative views
          2090 subscriptions
 Flickr:  started in 2009, still in the start-up phase
Lift10 Slides - OPe
Why building up a campaign community?

 Greenpeace campaigns aim to involve the public.
 Greenpeace has to go where people are already active.
 Young people as such are high level, strong internet users.
 A diverse range of internet users leads to a diverse range of
 ideas.
 Greenpeace aims to create some kind of “mass
 mobilisation”.
Why GreenAction?

   A variety of increasingly complex environmental issues
   needs a variety of solution approaches.
   The environmental movement offers solution approaches
   and pushes industry / politics to implemented these.
   For changes to come we very much need a wide public
   support.
   And we need a media independent counter movement.

GreenAction is a platform to kick off online campaigns.
GreenAction...

… is entirely independent!
   no advertising
   no political parties
   no companies

… is open campaigning!
   initially designed for Greenpeace campaigns, it is now
   available for other environmental campaigns as well
   campaigns are developed by all, this is comparable to the
   open source idea
Lift10 Slides - OPe
GreenAction...

   … visualises individual commitment
   … combines strength and wisdom of many
   … is a community that shows "You are not alone!“
   … is and gives power and – if necessary – protection
   … creates a backlash from on- to offline activity and back
Our visionGreenAction helps to politicise the web and
adds relevance.
8 month later: Lessons learned

 6,050 registered users
 a broad spectrum of participants, most of them below 25
 15-20% of the registered users launch campaigns (currently
 approx. 500)
 three different user groups: individuals, campaigners and
 organisations like Bund, Campact, ...
8 month later: Lessons learned

use of GreenAction

  not only for online actions, but it has also a strong offline
  focus (e.g. issues like climate, animal welfare)
  there is a trend to "mashup" campaigns
  activists actively get in touch – with each other as well as
  with other communities
  there is a remarkably low number of ToS violations
  users actively participate to help improve the platform
Case: KitKat Campaign
Lift10 Slides - OPe
Lift10 Slides - OPe
Lift10 Slides - OPe
Case: Gorleben
Case: Gorleben

The German place name Gorleben is widely known due to its
status as the proposed national final storage site for nuclear
waste. In the late seventies Germany urgently needed some
kind of “solution” for the growing nuclear waste mountain.

Whichever solution that could be, it was definitely vital to secure
running of the German NPPs as well as to push forward
national NPP new build plans.

Why Gorleben? Was it a sound decision based on geological
surveys? Was it a political one? A ten year moratorium to
further develop the site has recently been lifted.
Case: Gorleben

With the help of the Environmental Information Act Greenpeace
has been granted access the background material from the
seventies.

Thousands of pages have been scanned already, many more
to come. One thing is already entirely clear: Gorleben was
solely based on political reasons. The most explosive
background material has now been made transparent - it is
online, all documents are fully accessible and searchable.

The Apache Lucene Search Engine used for this is likely to be
the next GreenAction feature.
Case: Gorleben
Case: Gorleben

Right now a fact-finding commission is taking place in Germany
and members, journalist and citizen can search our Gorleben
Database.

They can make up their mind by themselfs.

And a Apache Lucene Search Engine
will be maybe the next GreenAction feature
Thank You!


Claudia Sommer - Webmanager
Greenpeace Germany

twitter.com/csommer

More Related Content

What's hot

Urban Networks for a Sharing Economy
Urban Networks for a Sharing Economy Urban Networks for a Sharing Economy
Urban Networks for a Sharing Economy
Thomas Doennebrink
 
Lead overview for hackathon 09.09.14
Lead overview for hackathon 09.09.14Lead overview for hackathon 09.09.14
Lead overview for hackathon 09.09.14
Juliane_at_lead
 
The importance of ecosystems and communication in accelerating change
The importance of ecosystems and communication in accelerating changeThe importance of ecosystems and communication in accelerating change
The importance of ecosystems and communication in accelerating change
Kia Haring
 
"Green it"
"Green it""Green it"
Zero Deforestation: The New Norm — Implications for Major Brands
Zero Deforestation: The New Norm — Implications for Major BrandsZero Deforestation: The New Norm — Implications for Major Brands
Zero Deforestation: The New Norm — Implications for Major Brands
Sustainable Brands
 
20 Years of Partnerships. What's Next?
20 Years of Partnerships. What's Next?20 Years of Partnerships. What's Next?
20 Years of Partnerships. What's Next?
edf_innovex
 
Assignment one presentation - candidate number 436550
Assignment one   presentation - candidate number 436550Assignment one   presentation - candidate number 436550
Assignment one presentation - candidate number 436550
allancarlsson-evans
 
The Circular Economy - Prospects and Challenges 2017
The Circular Economy - Prospects and Challenges 2017The Circular Economy - Prospects and Challenges 2017
The Circular Economy - Prospects and Challenges 2017
Circular Economy Asia
 
Fliegeren
FliegerenFliegeren
Green Hackfest 2014
Green Hackfest 2014Green Hackfest 2014
ICT-Led Innovation in the Caribbean : "Connect to Innovate and Grow" :: Lorn...
ICT-Led Innovation in the Caribbean : "Connect to Innovate and Grow" :: Lorn...ICT-Led Innovation in the Caribbean : "Connect to Innovate and Grow" :: Lorn...
ICT-Led Innovation in the Caribbean : "Connect to Innovate and Grow" :: Lorn...
cgrowth
 
Letter of interest open source & mobility in europe
Letter of interest   open source & mobility in europeLetter of interest   open source & mobility in europe
Letter of interest open source & mobility in europe
FabMob
 
How to Save the World through Building Energy Efficiency
How to Save the World through Building Energy EfficiencyHow to Save the World through Building Energy Efficiency
How to Save the World through Building Energy Efficiency
Clayton Miller
 
National level strategy for Open Principles in Geospatial
National level strategy for Open Principles in GeospatialNational level strategy for Open Principles in Geospatial
National level strategy for Open Principles in Geospatial
Suchith Anand
 
Enterprise socialmedia
Enterprise socialmediaEnterprise socialmedia
Enterprise socialmedia
Gene Vangampelaere
 
EDF Pulse innovation Contest
EDF Pulse innovation ContestEDF Pulse innovation Contest
EDF Pulse innovation Contest
Bernard Moon
 
Geo for All - Empowering communities for a better world
Geo for All -  Empowering communities for a better world Geo for All -  Empowering communities for a better world
Geo for All - Empowering communities for a better world
Suchith Anand
 
Circular Economy Concepts
Circular Economy ConceptsCircular Economy Concepts
Circular Economy Concepts
Kumaraguru Veerasamy
 

What's hot (18)

Urban Networks for a Sharing Economy
Urban Networks for a Sharing Economy Urban Networks for a Sharing Economy
Urban Networks for a Sharing Economy
 
Lead overview for hackathon 09.09.14
Lead overview for hackathon 09.09.14Lead overview for hackathon 09.09.14
Lead overview for hackathon 09.09.14
 
The importance of ecosystems and communication in accelerating change
The importance of ecosystems and communication in accelerating changeThe importance of ecosystems and communication in accelerating change
The importance of ecosystems and communication in accelerating change
 
"Green it"
"Green it""Green it"
"Green it"
 
Zero Deforestation: The New Norm — Implications for Major Brands
Zero Deforestation: The New Norm — Implications for Major BrandsZero Deforestation: The New Norm — Implications for Major Brands
Zero Deforestation: The New Norm — Implications for Major Brands
 
20 Years of Partnerships. What's Next?
20 Years of Partnerships. What's Next?20 Years of Partnerships. What's Next?
20 Years of Partnerships. What's Next?
 
Assignment one presentation - candidate number 436550
Assignment one   presentation - candidate number 436550Assignment one   presentation - candidate number 436550
Assignment one presentation - candidate number 436550
 
The Circular Economy - Prospects and Challenges 2017
The Circular Economy - Prospects and Challenges 2017The Circular Economy - Prospects and Challenges 2017
The Circular Economy - Prospects and Challenges 2017
 
Fliegeren
FliegerenFliegeren
Fliegeren
 
Green Hackfest 2014
Green Hackfest 2014Green Hackfest 2014
Green Hackfest 2014
 
ICT-Led Innovation in the Caribbean : "Connect to Innovate and Grow" :: Lorn...
ICT-Led Innovation in the Caribbean : "Connect to Innovate and Grow" :: Lorn...ICT-Led Innovation in the Caribbean : "Connect to Innovate and Grow" :: Lorn...
ICT-Led Innovation in the Caribbean : "Connect to Innovate and Grow" :: Lorn...
 
Letter of interest open source & mobility in europe
Letter of interest   open source & mobility in europeLetter of interest   open source & mobility in europe
Letter of interest open source & mobility in europe
 
How to Save the World through Building Energy Efficiency
How to Save the World through Building Energy EfficiencyHow to Save the World through Building Energy Efficiency
How to Save the World through Building Energy Efficiency
 
National level strategy for Open Principles in Geospatial
National level strategy for Open Principles in GeospatialNational level strategy for Open Principles in Geospatial
National level strategy for Open Principles in Geospatial
 
Enterprise socialmedia
Enterprise socialmediaEnterprise socialmedia
Enterprise socialmedia
 
EDF Pulse innovation Contest
EDF Pulse innovation ContestEDF Pulse innovation Contest
EDF Pulse innovation Contest
 
Geo for All - Empowering communities for a better world
Geo for All -  Empowering communities for a better world Geo for All -  Empowering communities for a better world
Geo for All - Empowering communities for a better world
 
Circular Economy Concepts
Circular Economy ConceptsCircular Economy Concepts
Circular Economy Concepts
 

Viewers also liked

I develop as_my_network_develops_nov_6_2010
I develop as_my_network_develops_nov_6_2010I develop as_my_network_develops_nov_6_2010
I develop as_my_network_develops_nov_6_2010
Benjamin L. Stewart, PhD
 
Blending Technologies and Feedback for EFL Writers
Blending Technologies and Feedback for EFL WritersBlending Technologies and Feedback for EFL Writers
Blending Technologies and Feedback for EFL Writers
Benjamin L. Stewart, PhD
 
How to Reach Out to Every Student by Personalizing the Online Learning Design?
How to Reach Out to Every Student by Personalizing the Online Learning Design?How to Reach Out to Every Student by Personalizing the Online Learning Design?
How to Reach Out to Every Student by Personalizing the Online Learning Design?
Benjamin L. Stewart, PhD
 
Language exchange session_august_24_2010_
Language exchange session_august_24_2010_Language exchange session_august_24_2010_
Language exchange session_august_24_2010_
Benjamin L. Stewart, PhD
 
Festivals
FestivalsFestivals
EFL Educators Share or Perish
EFL Educators Share or PerishEFL Educators Share or Perish
EFL Educators Share or Perish
Benjamin L. Stewart, PhD
 
The Social Network and Local Development
The Social Network and Local DevelopmentThe Social Network and Local Development
The Social Network and Local Development
Carloslopes1
 
Co13 benjamin stewart
Co13 benjamin stewartCo13 benjamin stewart
Co13 benjamin stewart
Benjamin L. Stewart, PhD
 

Viewers also liked (9)

I develop as_my_network_develops_nov_6_2010
I develop as_my_network_develops_nov_6_2010I develop as_my_network_develops_nov_6_2010
I develop as_my_network_develops_nov_6_2010
 
Blending Technologies and Feedback for EFL Writers
Blending Technologies and Feedback for EFL WritersBlending Technologies and Feedback for EFL Writers
Blending Technologies and Feedback for EFL Writers
 
How to Reach Out to Every Student by Personalizing the Online Learning Design?
How to Reach Out to Every Student by Personalizing the Online Learning Design?How to Reach Out to Every Student by Personalizing the Online Learning Design?
How to Reach Out to Every Student by Personalizing the Online Learning Design?
 
Huelva
HuelvaHuelva
Huelva
 
Language exchange session_august_24_2010_
Language exchange session_august_24_2010_Language exchange session_august_24_2010_
Language exchange session_august_24_2010_
 
Festivals
FestivalsFestivals
Festivals
 
EFL Educators Share or Perish
EFL Educators Share or PerishEFL Educators Share or Perish
EFL Educators Share or Perish
 
The Social Network and Local Development
The Social Network and Local DevelopmentThe Social Network and Local Development
The Social Network and Local Development
 
Co13 benjamin stewart
Co13 benjamin stewartCo13 benjamin stewart
Co13 benjamin stewart
 

Similar to Lift10 Slides - OPe

Research template
Research templateResearch template
Research template
PJG123
 
Research template
Research templateResearch template
Research template
PJG123
 
Research template
Research templateResearch template
Research template
PJG123
 
Building the climate movement online
Building the climate movement onlineBuilding the climate movement online
Building the climate movement online
jameswhelan
 
Cm Case Study Lobbying
Cm Case Study LobbyingCm Case Study Lobbying
Cm Case Study Lobbying
Christopher Mehigan
 
Social Innovation
Social InnovationSocial Innovation
Social Innovation
Chris Church
 
FILM 260 - Flipbook (Clicktivism: The Next Stage in Online Activism)
FILM 260 - Flipbook (Clicktivism: The Next Stage in Online Activism)FILM 260 - Flipbook (Clicktivism: The Next Stage in Online Activism)
FILM 260 - Flipbook (Clicktivism: The Next Stage in Online Activism)
Neetya Sarin
 
Buzzdetector Luiss Master In Communication
Buzzdetector  Luiss  Master In  CommunicationBuzzdetector  Luiss  Master In  Communication
Buzzdetector Luiss Master In Communication
gianandrea facchini
 
Communicating Ethiopia's NAP Process to International Audiences
Communicating Ethiopia's NAP Process to International AudiencesCommunicating Ethiopia's NAP Process to International Audiences
Communicating Ethiopia's NAP Process to International Audiences
NAP Global Network
 
GI2013 ppt andreopoulos+kazakis_v2 the+sustainable+future+eco+landmarks
GI2013 ppt andreopoulos+kazakis_v2 the+sustainable+future+eco+landmarksGI2013 ppt andreopoulos+kazakis_v2 the+sustainable+future+eco+landmarks
GI2013 ppt andreopoulos+kazakis_v2 the+sustainable+future+eco+landmarks
IGN Vorstand
 
Social Media and (Urban) Social Protest: The Brazilian Experience
Social Media and (Urban) Social Protest: The Brazilian ExperienceSocial Media and (Urban) Social Protest: The Brazilian Experience
Social Media and (Urban) Social Protest: The Brazilian Experience
Anita Breuer
 
Social media activism presentation
Social media activism presentationSocial media activism presentation
Social media activism presentation
Patrick Murphy
 
Lecture Four - Campaigning NGOs, their role and trends for business
Lecture Four - Campaigning NGOs, their role and trends for business Lecture Four - Campaigning NGOs, their role and trends for business
Lecture Four - Campaigning NGOs, their role and trends for business
Innovation Forum Publishing
 
Breathing New Life Into Social Media Campaigns | Communicate 2020
Breathing New Life Into Social Media Campaigns | Communicate 2020 Breathing New Life Into Social Media Campaigns | Communicate 2020
Breathing New Life Into Social Media Campaigns | Communicate 2020
Gertie Goddard
 
Social Action Task 1
Social Action Task 1Social Action Task 1
Social Action Task 1
Mel Storey
 
The Future of Campaigning - 28 Oct 10
The Future of Campaigning - 28 Oct 10The Future of Campaigning - 28 Oct 10
The Future of Campaigning - 28 Oct 10
Rachel Beer
 
The guardian case study example
The guardian case study exampleThe guardian case study example
The guardian case study example
Liz Davies
 
Research template
Research templateResearch template
Research template
JoeHeadford
 
A Introduction to Social Media
A Introduction to Social MediaA Introduction to Social Media
A Introduction to Social Media
rachelc
 
Liberal Democrats
Liberal DemocratsLiberal Democrats
Liberal Democrats
Zahra06
 

Similar to Lift10 Slides - OPe (20)

Research template
Research templateResearch template
Research template
 
Research template
Research templateResearch template
Research template
 
Research template
Research templateResearch template
Research template
 
Building the climate movement online
Building the climate movement onlineBuilding the climate movement online
Building the climate movement online
 
Cm Case Study Lobbying
Cm Case Study LobbyingCm Case Study Lobbying
Cm Case Study Lobbying
 
Social Innovation
Social InnovationSocial Innovation
Social Innovation
 
FILM 260 - Flipbook (Clicktivism: The Next Stage in Online Activism)
FILM 260 - Flipbook (Clicktivism: The Next Stage in Online Activism)FILM 260 - Flipbook (Clicktivism: The Next Stage in Online Activism)
FILM 260 - Flipbook (Clicktivism: The Next Stage in Online Activism)
 
Buzzdetector Luiss Master In Communication
Buzzdetector  Luiss  Master In  CommunicationBuzzdetector  Luiss  Master In  Communication
Buzzdetector Luiss Master In Communication
 
Communicating Ethiopia's NAP Process to International Audiences
Communicating Ethiopia's NAP Process to International AudiencesCommunicating Ethiopia's NAP Process to International Audiences
Communicating Ethiopia's NAP Process to International Audiences
 
GI2013 ppt andreopoulos+kazakis_v2 the+sustainable+future+eco+landmarks
GI2013 ppt andreopoulos+kazakis_v2 the+sustainable+future+eco+landmarksGI2013 ppt andreopoulos+kazakis_v2 the+sustainable+future+eco+landmarks
GI2013 ppt andreopoulos+kazakis_v2 the+sustainable+future+eco+landmarks
 
Social Media and (Urban) Social Protest: The Brazilian Experience
Social Media and (Urban) Social Protest: The Brazilian ExperienceSocial Media and (Urban) Social Protest: The Brazilian Experience
Social Media and (Urban) Social Protest: The Brazilian Experience
 
Social media activism presentation
Social media activism presentationSocial media activism presentation
Social media activism presentation
 
Lecture Four - Campaigning NGOs, their role and trends for business
Lecture Four - Campaigning NGOs, their role and trends for business Lecture Four - Campaigning NGOs, their role and trends for business
Lecture Four - Campaigning NGOs, their role and trends for business
 
Breathing New Life Into Social Media Campaigns | Communicate 2020
Breathing New Life Into Social Media Campaigns | Communicate 2020 Breathing New Life Into Social Media Campaigns | Communicate 2020
Breathing New Life Into Social Media Campaigns | Communicate 2020
 
Social Action Task 1
Social Action Task 1Social Action Task 1
Social Action Task 1
 
The Future of Campaigning - 28 Oct 10
The Future of Campaigning - 28 Oct 10The Future of Campaigning - 28 Oct 10
The Future of Campaigning - 28 Oct 10
 
The guardian case study example
The guardian case study exampleThe guardian case study example
The guardian case study example
 
Research template
Research templateResearch template
Research template
 
A Introduction to Social Media
A Introduction to Social MediaA Introduction to Social Media
A Introduction to Social Media
 
Liberal Democrats
Liberal DemocratsLiberal Democrats
Liberal Democrats
 

Lift10 Slides - OPe

  • 2. Overall strategy Greenpeace Some obvious environmental problems are solved – but some very negative megatrends remain. environmental issues need to get pushed right into the spotlight campaigns put pressure on industry and / or politics, they create peer pressure and visible actions our aim is to get in touch with people who are already active and who are willing to mobilise others to act Young people have one very relevant motivation to get involved – this is their future!
  • 3. Greenpeace in social networks Facebook: 8100 Fans since 2007 MySpace: 1930 Friends since 2007 StudiVZ: 1555 Friends since 2010 Twitter: 8700 Follower since 2007 Youtube: 174 Videos, over 70.800 visitors, over 1.061.000 cumulative views 2090 subscriptions Flickr: started in 2009, still in the start-up phase
  • 5. Why building up a campaign community? Greenpeace campaigns aim to involve the public. Greenpeace has to go where people are already active. Young people as such are high level, strong internet users. A diverse range of internet users leads to a diverse range of ideas. Greenpeace aims to create some kind of “mass mobilisation”.
  • 6. Why GreenAction? A variety of increasingly complex environmental issues needs a variety of solution approaches. The environmental movement offers solution approaches and pushes industry / politics to implemented these. For changes to come we very much need a wide public support. And we need a media independent counter movement. GreenAction is a platform to kick off online campaigns.
  • 7. GreenAction... … is entirely independent! no advertising no political parties no companies … is open campaigning! initially designed for Greenpeace campaigns, it is now available for other environmental campaigns as well campaigns are developed by all, this is comparable to the open source idea
  • 9. GreenAction... … visualises individual commitment … combines strength and wisdom of many … is a community that shows "You are not alone!“ … is and gives power and – if necessary – protection … creates a backlash from on- to offline activity and back Our visionGreenAction helps to politicise the web and adds relevance.
  • 10. 8 month later: Lessons learned 6,050 registered users a broad spectrum of participants, most of them below 25 15-20% of the registered users launch campaigns (currently approx. 500) three different user groups: individuals, campaigners and organisations like Bund, Campact, ...
  • 11. 8 month later: Lessons learned use of GreenAction not only for online actions, but it has also a strong offline focus (e.g. issues like climate, animal welfare) there is a trend to "mashup" campaigns activists actively get in touch – with each other as well as with other communities there is a remarkably low number of ToS violations users actively participate to help improve the platform
  • 17. Case: Gorleben The German place name Gorleben is widely known due to its status as the proposed national final storage site for nuclear waste. In the late seventies Germany urgently needed some kind of “solution” for the growing nuclear waste mountain. Whichever solution that could be, it was definitely vital to secure running of the German NPPs as well as to push forward national NPP new build plans. Why Gorleben? Was it a sound decision based on geological surveys? Was it a political one? A ten year moratorium to further develop the site has recently been lifted.
  • 18. Case: Gorleben With the help of the Environmental Information Act Greenpeace has been granted access the background material from the seventies. Thousands of pages have been scanned already, many more to come. One thing is already entirely clear: Gorleben was solely based on political reasons. The most explosive background material has now been made transparent - it is online, all documents are fully accessible and searchable. The Apache Lucene Search Engine used for this is likely to be the next GreenAction feature.
  • 20. Case: Gorleben Right now a fact-finding commission is taking place in Germany and members, journalist and citizen can search our Gorleben Database. They can make up their mind by themselfs. And a Apache Lucene Search Engine will be maybe the next GreenAction feature
  • 21. Thank You! Claudia Sommer - Webmanager Greenpeace Germany twitter.com/csommer