Lift10 際際滷s - OPe
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This document discusses Greenpeace's open campaigning strategy and use of social networks and online platforms like GreenAction. Some key points: - Greenpeace aims to push environmental issues into the spotlight through campaigns that put pressure on industry and politics and create peer pressure. - Greenpeace wants to engage people already active on issues like their future and go where people are online, like social networks. - GreenAction is an independent platform for online environmental campaigns launched by individuals, groups like Greenpeace, or organizations. It visualizes commitment and combines wisdom of participants. - An evaluation after 8 months found over 6,000 registered GreenAction users from diverse backgrounds launching about 500 campaigns, both online and off.
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Lift10 際際滷s - 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
- 16. Case: Gorleben
- 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.
- 19. Case: Gorleben
- 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