This document discusses how online platforms can facilitate global citizenship and activism. It outlines three building blocks for successful online campaigns: 1) bring the message close and personalize it, 2) use existing online mechanisms like hashtags or events, and 3) leverage the power of social networks. The document then provides nine examples of campaigns that utilized these blocks successfully, such as using street view to spread awareness, hijacking hashtags to speak to target audiences, and activating ambassadors' social networks. The key takeaway is that modern campaigns can be impactful by understanding platforms, personalizing messages, and leveraging network effects.

1. Co-creation Kick-off
Or, how online can facilitate active global citizenship.
Matthijs Roumen from Tribewise for Upact “Touch Peace” seminar, 11 december 2012

2. I’ve got only 20 minutes.
Let’s keep the theory short and learn from awesome inspiring cases.

3. Technology introduced 50 years ago ...

4. Technology introduced 15 years ago ...

5. Technology is changing the way we communicate

6. especially for the kids these days ...
grow up with new devices use it whenever they like

7. The advantage of organizations that are good at heart*
(*e.g. peaceful organizations, charities and movements that act for a cause)

8. So how can we make these hard-to-reach youngsters talk?
And make them spread a message, if they can Facebook, Whatsapp, Tumblr or play videogames instead.

9. Building blocks for successful campaigning
Bring it close, make it personal Use existing mechanisms The power of networks
Let’s look at 9 inspiring cases.

10. Bring it close, make it personal
Timeline History Lessons
Use familiar layouts to deliver a message, easy to understand.

11. Bring it close, make it personal
Street View Sudan
Combine the knowledge of platform understanding with an impactful message.

12. Bring it close, make it personal
Upact -Timeline Moment
Combine the knowledge of platform understanding with an impactful message.

13. Building blocks for successful campaigning
Bring it close, make it personal Use existing mechanisms The power of networks

14. Use existing mechanisms
Unicef - Birthdays for Sahel
Use a predefined moment to start giving your voice. No more time for excuses.

15. Use existing mechanisms
Heineken Facebook content
Use engaging content to spread a commercial message.
Announcing wintertime
Celebrating the birthday of the SMS Wishing you a happy Halloween

16. Use existing mechanisms
Water is life - #FirstWorldProblems
Speak the language of the target audience (by hijacking a hashtag).

17. Building blocks for successful campaigning
Bring it close, make it personal Use existing mechanisms The power of networks

18. the power of networks
Wageningen University Student Street View
Use the network of your ambassadors to get a message across.

19. the power of networks
Wakker Dier Facebook campaign
Use the network of ambassadors to deliver the message.
forcing Albert Heijn to stop using the “Plofkip”

20. the power of networks
1% Club Tik je vrienden Rijk
Ask your network for permission to use their social accounts.
Sharing is the new currency, show your sympathy and
share the messages of 1% club.

21. What did we learn today?
Bring it close, make it personal Use existing mechanisms think networks
Use familiar layouts to deliver a message, easy to understand. Use engaging content to spread a commercial message.
Combine the knowledge of platform understanding with an impactful message. Use the network of ambassadors to deliver the message.
Use a predefined moment to start giving your voice. No more time for excuses. Use the network of your ambassadors to get a message across.
Speak the language of the target audience (by hijacking a hashtag). Ask your network for permission to use their social accounts.
Need more inspiration? Stay up to date at www.frank-ly.nl or www.osocio.org.

22. Thank you!
Let’s chat on during the expert sessions.
Contact me @mroumen or mroumen@tribewise.nl