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Author: elizapan

London 2012: "Socialympic" Strategies

Insights

Deemed by many fans and journalists as the first social media Olympics, or the “Socialympics,” the upcoming 2012 Summer Olympics in London will likely become the most viewed, reblogged, liked, tagged, tweeted, +1ed, and Instagrammed in history. As Alex Huot, International Olympic Committee (IOC) social media head, described to the New York Times, “We are at a dawn of a new age of sharing and connecting, and London 2012 will ignite the first conversational Olympic Games, thanks to social media platforms and technology.” With social media-savvy Olympics spectators, London Games organizers, sponsors, and athletes are all taking to social...

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Countless Lessons from Zero Plastic: How Dutch volunteers mobilised support

Case Studies, People Lead

June 17 marked the end of a momentous week for Greenpeace Netherlands. From June 11 to June 17, a team of volunteers launched and coordinated Zero Plastic Week, an initiative challenging participants to refrain from using plastic for a week. But Zero Plastic Week represented more than just a campaign to reduce plastic usage. It was just one of many activities being organized through GreenWire, a digital mobilisation program established by Greenpeace Netherlands a year ago. Jitske Varkevisser, a volunteers trainer, explained that the online community, which currently has 1,619 users, gives volunteers the opportunity to connect and collaborate with each other on spearheading actions in support of Greenpeace campaigns. “One of the ideas to create more change makers was to select a group of five volunteers who could enter a traineeship of a different NGO, Verbeter de Wereld,” said Varkevisser. This NGO helped them organize their projects. From Greenpeace I was the one who supported them.” Ries Mentink, a Greenpeace Netherlands Fundraising Team member and one of the five core organizers, said that the plastic soup, an underrepresented issue that corresponded with the Greenpeace Oceans campaign, was the impetus for Zero Plastic Week. The group used a multipronged arsenal of online and offline mobilisation strategies to garner the support of 1,498 official participants and, based on newspaper and TV show subscriber counts, the attention of over a million...

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