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Content Strategy - Greenpeace Canade
- 1. Canada By: Amandine Bula, Stephanie Cheung and Pratik Deshpande
- 2. Canada ● Introduction -GreenPeace Canada ● Key Features - Digital Strategies ● Benefits - Social Media Strategies ● Learnings From GreenPeace Canada ● Recommendations
- 3. About Greenpeace was founded in Vancouver in 1971, when a small boat of volunteers and journalists sailed into Amchitka, an area north of Alaska where the US Government was conducting underground nuclear tests Operates in more than 40 countries with headquarters in Amsterdam More than 90,000 supporters in Canada and 2.9 millions members worldwide To maintain its independence, Greenpeace does not accept donations from governments or corporations but relies on contributions from individual supporters and foundation grants. Source: http://www.greenpeace.org/canada/en/About-us/
- 4. What is ? Greenpeace is an independent global campaigning organization that acts to change attitudes and behaviour, to protect and conserve the environment and to promote peace by: Creating an energy revolution to address the number one threat facing our planet: climate change Protecting the world's ancient forests and the animals, plants and people that depend on them Defending our oceans by challenging wasteful and destructive fishing, and creating a global network of marine reserves Campaigning for sustainable agriculture by rejecting genetically engineered organisms, protecting biodiversity and encouraging socially responsible farming Creating a toxic free future with safer alternatives to hazardous chemicals in today's products and manufacturing Source: http://www.greenpeace.org/canada/en/About-us/
- 5. Key Features
- 6. Followers per Social Platform
- 8. ENGAGEMENT
- 9. ENGAGEMENT
- 11. CONSISTENCY
- 12. CONSISTENCY
- 13. CONSISTENCY
- 14. CONSISTENCY
- 15. Benefits of Social Media Strategy
- 16. Spreading Awareness of Various Issues ● Share a lot of news articles on what is happening in Canada and around the world regarding different issues -- protecting the ocean (better fishing practices), rights of indigenous people, global warming/climate change ● Lots of shares and likes ● Some comments and discussion depending on the issue ● Share a lot of news articles, Tag/tweet relevant people like Justin Trudeau and Leonardo Dicaprio regarding the various issues ● Share photos of what their volunteers are doing in the community ● Call to action - links to sign their petitions ● Lots of likes and retweets ● Photos of animals with interesting facts in the description, landscapes from around the world that may be put on risk due to climate change, Inuit trying to protect the Arctic ● Lots of likes for the photos but little to no comments
- 17. Spreading Awareness - Facebook
- 18. Spreading Awareness - Twitter
- 19. Spreading Awareness - Instagram
- 20. Spreading Awareness - Youtube
- 21. Spreading Awareness - Youtube
- 22. Attracting the Community to Get Involved ● Through their social media, they also attract people in the community to get involved ● Such as volunteering, signing petitions, attend protests or even as simple as sharing or retweeting the news or information that Greenpeace shares on their social media Photo Source: https://www.instagram.com/p/BLoqomHD1t3
- 23. Community Involvement - Facebook
- 24. Community Involvement and Participation - Twitter
- 25. Community Involvement - Instagram
- 26. Community Participation - Petition Signing
- 27. Lessons to Learn
- 28. Lessons to Learn ● Share Offline campaigns Online ● Create Online Communities ● Spread The Word - Everywhere ● Get Creative
- 29. Share Offline campaigns Online
- 30. Share Offline campaigns Online
- 32. Spread The Word - Everywhere
- 33. Get Creative
- 34. Get Creative For an organization founded by hippies on a boat, its power to adapt is worth celebrating. - http://www.canadianbusiness.com/blogs-and-comment/greenpeace-the-social- media-guru-at-40/
- 35. Recommendations
- 36. Recommendations 1. Donate - Promote on Social Media ( Currently only on Website) 2. Get Verified Accounts on Twitter and Instagram 3. Use Of YouTube as an awareness tool rather than a media library 4. Create conversations with their posts on Facebook and Twitter 5. Create consistent brand Logo - GreenPeace Canada is Red while many others are Green 6. Consistency in branding across social media platforms - Website Logo is Green. 7. Create strategy to increase followers on Instagram and YouTube
Editor's Notes
- Mission Statement: Greenpeace is an independent campaigning organisation, which uses non-violent, creative confrontation to expose global environmental problems, and to force the solutions which are essential to a green and peaceful future.
- Greenpeace seeks to: protect biodiversity in all its forms prevent pollution and abuse of the earth's ocean, land, air and fresh water end all nuclear threats promote peace, global disarmament and non-violence
- Facebook: Verified account, share their own content (from the website) but also others content Twitter: Not verified account, post content already published on Facebook, Retweet others’ content Instagram: Not verified account, some pictures are their own but most are others’ people Youtube: Used to stock their own videos/creations Flickr: Used as a library to stock the pictures they take during events or reportages
- “Donate” on Facebook Cover picture for Facebook & Twitter leads to a petition Use of the “bio” of Instagram to promote a petition
- Not much engagement between the audience and Greenpeace except photo contest on Facebook
- Facebook & Twitter - “Indirect” call to action: join, share, sign NOW, take action NOW, show your support… = Action words!
- Main purpose on social media platform is to increase awareness with sensitive content incorporating audience Don’t create both way communications, few shares, comments but lots of likes! Using “trendy” or daily news subjects to make their point
- Facebook: Up to 4 posts/day, probably scheduled with a publisher because recurrent/exact time 10am/3pm/8pm or 11am/1pm/5pm/8pm
- Twitter: At least one post/day + Retweet Almost all their tweets have a picture, rare no picture
- Instagram: At least one picture/day
- Youtube: At least one video/month, although their last video is from August 29!!
- Facebook - share a lot of news articles on what is happening in Canada and around the world regarding different issues -- protecting the ocean (better fishing practices), rights of indigenous people, global warming/climate change, etc Lots of shares and likes Fair amount of comments and discussions depending on the issue presented as there are so many Twitter - share a lot of news articles, they tag/tweet relevant people like Trudeau and Leonardo Dicaprio regarding the various issues Share photos of what their volunteers are doing in the community Call to action - links to sign their petitions Lots of likes and retweets Instagram - photos of animals and interesting facts, photos of people like Inuit who are trying to protect the Arctic (Clyde River), save the Arctic #ArcticHome, no seismic blasting in their waters/ocean, photos of landscapes around the world that might be put on risk due to climate change Youtubers - ASAP Science and collab with Bill Nye the Science Guy to talk about climate change/world without ice
- https://www.theguardian.com/environment/2016/oct/27/world-on-track-to-lose-two-thirds-of-wild-animals-by-2020-major-report-warns http://www.vice.com/en_ca/read/a-canadian-island-is-being-swallowed-up-by-the-sea-and-climate-change-is-the-reason
- https://www.washingtonpost.com/news/energy-environment/wp/2016/10/11/how-greenlands-ice-is-melting-from-above-and-below/?utm_term=.8af1ceedb5e9 https://www.theguardian.com/environment/2016/oct/05/romania-bans-trophy-hunting-of-brown-bears-wolves-lynx-and-wild-cats?CMP=fb_gu
- https://www.instagram.com/p/BLHJwD0Dspc
- Collaborated with Toronto Youtubers Mitch and Greg from ASAP Science and Billy Nye the Science Guy to create a video about what is causing ice loss and what it would be like when it’s all gone ASAP Science = huge following of over 5 million subscribers
- https://www.youtube.com/watch?v=b6CPsGanO_U -- Huge reach! Over 3 million views 16K comments on the video Captions in English, Chinese, Norwegian, French, Spanish, Arabic, and Hungarian Encourage people to sign the petition and sharing video to spread awareness against oil companies and Canadian government to stop seismic blasting in the Arctic that affect the ocean wildlife and Aboriginal people living there
- https://www.facebook.com/events/1886631598232420/ http://pangaea-project.org/2016/09/01/arctic-greenpeace-journey-against-seismic-blasting/
- http://tuna.greenpeace.org/en-CA/?cultureKey=en-CA#petition_modal
- https://www.instagram.com/p/BFZyRIsR0mv
- Screenshot of one of their petitions People can sign it to participate and help the cause, if they do not have time or cannot physically attend rallies/protests From the comfort of their home Spreading awareness by sharing/liking/retweeting also helps
- Screenshots of posts on Facebook about two campaigns Clyde River and Save Oceans
- Screenshots of posts on Instagram
- Community on Facebook and website
- They have their social media presence on all major channels and have uniformity
- Greenpeace is known to be very creative with their content.