Lift10 Politics: Greenpeace social media strategy and on-line campaigns (Claudia Sommer) [en]

Here are my running notes of the Lift conference in Geneva. This is Greenpeace social media strategy and on-line campaigns (Claudia Sommer), part of the Politics session. May contain errors, omissions, things that aren’t quite right, etc. I do my best but I’m just a human live-blogging machine.

Found other good posts about this session? Link to them in the comments.

Changes that have a huge impact on Greenpeace campaigning. (*steph-note: first talk in English for @csommer, she says!*)


Open campaigning. Direct communication with the people. In Germany, some environmental issues have been solved, but some huge ones remain. Need to push those in the spotlight. Need to create pressure on politics and create peer pressure. Get in touch with people who are already active and can mobilize others. Young people are motivated — it’s their future!

Lift10 Claudia Sommer

Greenpeace is present on many social networks and also have their own social network, Green Action.

Building a campaign community:

  • involve the public
  • go where people are active
  • young people are online
  • diverse range of internet users => diverse ideas

GreenaAction to provide a variety of solutions, push industry/politics to implement them, wide public support, and media independant counter-movement. (*steph-note: reminds me of conclusion of workshop this morning, brands need to become their own media*) The platform is completely independant, no advertising, no political parties involved, no companies. Open campaigning initially for Greenpeace, but now open to other environmental campaigns.

Visualise individual commitment, combine strength and wisdom of many, give power and protection (sometimes there are legal issues, it helps if Greenpeace has your back).

After 8 months, over 6K users, many below 25, 15-20% launching campaigns. Individuals, campaigners, and organisations like Bund, Campact…

How do people use GreenAction? Strong offline focus, mashup campaigns, activists actively in touch with each other and other communities, low number of ToS violations, participants involved in improving the platform.

Nestlé KitKat/Killer campaign. Twitter wall instead of Greenpeace banner on Nestle building.

Case study: Gorleben, nuclear waste. Political or geological decision? => access to source documentation from the seventies, so everybody can access and make their mind up.

Lift10 Claudia Sommer & Laurent Haug Q: what should Nestlé have done? *Claudia says it’s not for her to talk about ;-)* They had the wrong kind of attitude towards the customers. Would have been smart to talk to people when the campaign started, rather than just press release (people don’t care about press releases).

Q: concentrating too much on digital natives? Double strategy, online and off in parallel.

*steph-note: didn’t get all the questions, sorry!*

LeWeb'09: Queen Rania of Jordan [en]

Live notes from LeWeb’09. They could be inaccurate, although I do my best. You might want to read other posts by official bloggers, in various languages!

*steph-note: photographer madness for the arrival of Queen Rania.*

Doesn’t mind us looking at our computers, tweeting and blogging, etc. Remainder of the speech will be in 140-character sound bites.

Did MJ change the course of the Green revolution in Iran?

We’re part of the new field of digital anthropology.

It can be hard to connect to people when you’re a Queen. Position clouded with protocol, but online people are not afraid to speak their minds. Has created a space where titles mean little. Direct and personal connection that lets people reach out to her, and lets her spread ideas she is passionate about. Monarch on a mission? Takes it as a compliment.

Can the real-time web bring real-world change? Can it tackle the challenges facing our community? Her Oracle of Delphi is Twitter, that’s where she takes her questions. Surprised that the majority of her followers on Twitter thought digital advocacy could not translate into real action. Difficult the get their butts out of their computer chairs!

Green revolution at the front of Twitter, until Michael Jackson died, and took over the Twitter trending topics.

Of course he didn’t change the course of it, the revolution was much more important than that.

With little offline personal involvement, online activism becomes bleating.

We’re at the tipping point. Real-Time is the new prime time. Examples of what she learned of things going on in the world, through Twitter.

All this has hightened our feelings of selflessness, but what we need now is action.

One topic @QueenRania feels strongly about is education, girls in particular. Many statistical advantages to education, but behind the statistics, there are little girls and boys. Personal stories. Most people don’t realize the power of education.

Global campaign for education.

One day for one goal to help children who are locked out of school and in poverty.