Author: Jess Day

Five principles of live streaming learned the hard way

Testing, Tools

At February’s Digital Mobilisation Skillshare, Pete Speller and Nic Seton of Greenpeace UK shared tips and experience from the highly successful #iceclimb action. Over 200,000 people joined the live video stream to watch six women climb The Shard, western Europe’s highest building to protest at Shell’s plans to drill for oil in the Arctic. Pete Speller shares his five tips for making the most of live video for engaging an audience with direct action. Keep it simple Live streaming doesn’t have to be complicated or expensive, there are lots of free services that will do most of the things...

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Use tension and uncertainty to engage through live video streaming

Insights, Tools

At February’s Digital Mobilisation Skillshare, Mariana Diaz Vaccaro of Greenpeace Argentina and Nic Seton and Pete Speller of Greenpeace UK shared experience with two projects that used live streamed video to good effect. Both actions made the most of good storytelling practice to draw in and retain an audience by posing a question to which the live video could provide the answer. Greenpeace Argentina took the unusual step of publicising their direct action in advance, working with a celebrity radio presenter to generate buzz and curiosity about how he would live up to his promise to take action for...

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Spark innovation with data

Insights, Testing

Tracking and data might sound like dry topics to some, but introducing and improving tracking and measurement across digital activities have been important drivers for experimentation in Greenpeace Nordic’s digital team. Michael Parker, Digital Intelligence Officer at Greenpeace Nordic, says that changing their use of data “…enabled people to be more creative and conceptual. Tracking meant it was worth giving things a go as they would find out what worked.” Greenpeace Nordic has an ambitious goal: reach two million subscribers (across email and social media) by 2015. Investing in methods to see where new campaigners and donors were coming...

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Recruitment success through Google Ads

Testing, Tools

Jon Garciandia of Greenpeace Spain and Iola Abas of Greenpeace South East Asia facilitated a session at the 2014 Digital Mobilisation Skillshare to share how digital teams in Spain and Indonesia are engaging new audiences through online advertising. Showcasing recent work, they explained the importance of creating a consistent user experience to make the most of your advertising budget, and to recruit supporters who are fully engaged with the story you’re telling. Boost in new leads through targeted investment – Greenpeace Spain Jon Garciandia, Digital Manager of Greenpeace Spain, explained how they had massively boosted their online recruitment and reduced...

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Crowdfunding for mobilisation

Campaigning, Testing

At this year’s Digital Mobilisation Skillshare Steff Kerkhof of Greenpeace Switzerland and Bohdan Pekacki of Greenpeace Poland shared examples of how they are using the mechanics of crowdfunding to powerful effect. Crowdfunding is a new name for an age-old activity – asking people for money to help you get something done. Whether you’re collecting money to buy new equipment for a local club, or helping fund a life-saving operation – people will dig deep in their pockets to support something specific, where they feel their individual contribution can really make a difference. As Greenpeace Greece found last year with their crowdfunding-based mobilisation around sustainable food and creating an energy-efficient school digital tools offer the chance to make the most of that urge to do something concrete, and turn it into a deeper and more lasting engagement. What is crowdfunding? Crowdfunding is a mechanism for funding a project or activity by getting many people to pledge small amounts of money, usually via the internet. In most cases: There will be a specific fundraising target, and sometimes ‘extension’ goals to fund ‘extras’. The project or activity will only happen if the money is raised. No money is taken unless the project is fully-funded. There is often some kind of reward for funders, usually related to the size of the pledge. Turning donations into action – Greenpeace Poland Greenpeace Poland’s ‘Adopt a Bee’ campaign...

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