Integrating fundraising and campaigning Molly Brooks Digital Marketing Coordinator Greenpeace UK.
Digital campaigning
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21-Oct-2014 -
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Internet
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Transcript of Digital campaigning
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Todays topicHow social media will save us all
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Digital campaigning
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Some numbers
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Some (more) numbers
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Some more (more) numbers
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AARGH - but... the slacktivists!?
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...tools are just tools.And people are just people.
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Next up:- Class A examples
- effective corporate bashing- integrated campaigning
- Solidarity- crowdsourcing evidence collection
- Activista examples
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#BPcares - bashing corporates
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#BPcares
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VW: the Dark Side...beautiful example of an integrated strategy.
Goal: go viral. Get the geeks.
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...and the hipsters went wild!
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A few numbers: ● 7 million unique visitors● 2 million video views● 550,000 Jedi signups● 75,000 likes on Facebook page(And “shitloads” of offline stuff)
VW Dark Side
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We are the 99% - solidarity
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Ushahidi - Crowdsourced evidence
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Activista examples...
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#TaxPaysFor
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Twitter Conference
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● Blog Action Day: crowdsourcing content
Activista examples
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Tweet @PowerHolders
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Will there ever be a conclusion..?(Will he ever shut up?)
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● Crawl, walk, twerk/run/fly○ Both organisations and individuals
● Only do what you can do well○ The buffet problem
It’s a learning process
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Imagine the social media platforms like a party where you don’t know many people.You don’t just start shouting from the corner - you listen and engage. Start with existing friends and contacts - meet new people through conversation.
‘The people principle’Engage with people...
Listen: Find people (and their interests) with searches, hashtags, TwazzupParty: Embed yourself, get comfortable
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● Evidence-based communication● Supporter journeys
Next level
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