Can you change multinationals strategies with social media?

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SOCIAL MEDIA

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Greenpeace goals 2020 !Reduction of CO2 global emission: -30% by 2020!Energy revolution: stop nukes, go renewables

Zero deforestation: Congo, Amazone, Indonesia

Protect marine life: stop overfishing and whaling, install marine reserves

Toxics: - 50% of industrial hazardous chemicals release into water in the South

GOALS! VALUES!GREENPEACE & SOCIAL MEDIA!

CASES! GOOD TO KNOW!

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www.greenpeace.org!

Greenpeace values

ü Non-violence ü Confrontation ü Independence ü Power of acting together ü Investigative



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www.greenpeace.org!

Know your audience



- 80 000+ single donors!- 100 000+ supporters!- 11 000+ Facebook friends!!They are predominantly… URBAN – PROGRESSIVE – HIGHLY EDUCATED - INFLUENTIAL !They expect us to… INVESTIGATE – BEAR WITNESS – TAKE ACTION – INVOLVE THEM – LOBBY – PRESENT SOLUTIONS

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Why do social media work?



-  Strong brand!-  We use it for what it is meant: dialogue, co-create and CTA!-  We donʼt SELL anything!-  Strong commitment and desire to participate of our audience!-  Greenpeace is an international organisation making use of an international device thus being able to campaign on international targets!-  Ideal for loose, topical alliances with the large periphery of our supporters!

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Why do social media work?



-  We say what we do, and do what we say!-  We respond to reactions, also the negative ones. Very often others take up our defense !-  We donʼt post rubbish, and link as much as possible to in-depth content on our website, videos, visuals etc. !!

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We use social media for…



-  direct comms: no intervention from journalists or other!-  active campaigning (public engagement, co-creation)!-  surveys!-  sharing opinions, creating bonds, give ʻa faceʼ to Greenpeace!-  conversion friends > supporters (but we donʼt raise money)!-  measuring effectiveness of our campaigns!-  traffic generator/complementary to our website, blogs…!-  spreading our messages beyond our own audience (Twitter)!

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Main social media channels



-  YouTube: viral spreading of videos (action or corporate camp)!!-  Facebook (GPI: 814.626 – Greenpeace Spain: 87.000 – Greenpeace UK: 26.425 – etc.)!!-  blogs (campaigners dialogue directly to supporters)!!-  Twitter: spread news on actions, buzz (GPI followers: 220.242 – GPB followers: +2.000 & rapidly growing now)!

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Case 1: Nestlé


GOOD TO KNOW!

Forest Campaign targets Sinar Mas, an Indonesian palm oil manufacturer, responsible for massive deforestation, with critical loss of habitat, making profit on the backs of local population How could we obtain a move from a distant and little-known company? >> by contract cancellations of import customers. How could we force those customers to make a move? >> By pressure coming from their own customers, who are well-known >> By using direct comms (1 on 1) and constant monitoring, ready to adapt strategy at all times Did it work? J

CASES!

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Case 1: Nestlé


GOOD TO KNOW!

Why did it work? >> we had a story that touched people’s hearts >> we had evidence to back the story >> we used strong visuals >> we had nothing to hide and communicated clearly on our demands >> a massive amount of supporters joined in, creating an online tsunami with instant overflow in other media. >> Nestlé denied, blocked social media pages and videos, threatened to sue us… and clashed more with internauts than with us! We didn’t ask for all that, we were just asking something any reasonable human being could support: stop killing forests for profit

CASES!

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Case 1: Nestlé


GOOD TO KNOW!

How did it work? Step 1: web article with call to Nestlé to cancel contract SM Step 2: launch of viral video + launch dedicated website

>> on website: reveal what Sinar Mas does online HQ (pivotal for deeplinking, blog, send an e-

mail, referring to Twitter, Facebook, national GP home pages…) Campaign was extremely succesful as from step 2, igniting hundreds of thousands calls and mails. Immediate impact Very negative brand image Stock value dropped dramatically Huge pick-up by online and traditional media

CASES!

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GOOD TO KNOW!CASES!

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GOOD TO KNOW!CASES!

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GOOD TO KNOW!CASES!

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GOOD TO KNOW!CASES!

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GOOD TO KNOW!

Facts & figures: - Viral video viewed 1.6 million times (350 000 times in 1 day) - Nestlé got at least 250.000 e-mails - Nestlé could do nothing else than respond - 15.000 new supporters in UK only Other results: - A number of multinationals were mobilised on the deforestation topic and saw brand opportunities BUT: greenwashing won’t do… -We confirmed our status of “love brand” and saw how easy access was to large communities

CASES!

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GOOD TO KNOW!

CASES!

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Case 2: Green my Apple


GOOD TO KNOW!

Idea We love Apple. Everybody loves Apple. But Apple can do better.

Clean design but hazardous substances? Why exposing Asian children to dangerous chemicals? Our call to action to Apple fans: demand a cool product, demand a green Apple How? We created a website www.greenmyapple.org where we explained the problems (iPoison & iWaste), called for action (.mAct) and invited to help create a greener Apple (ProCreate – http://activism.greenpeace.org/applebook.org )

CASES!

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GOOD TO KNOW!

The audience Apple fans are … cool … internet-savvy … educated … creative … very often also Greenpeace fans J Apple won’t listen to Greenpeace, it will listen to its customers. We know their ways. They took it up, we just gave them the arguments…

CASES!

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GOOD TO KNOW!

…after having tried ourselves almost ten times (calls, letters, meetings) Did we target only Apple? No, but we expect a cutting-edge company to be a leader in all its aspects. In this case, Dell, HP, LG, Sony, Sony Ericsson and Nokia did already make commitments on hazardous chemicals. Result? On May 2, 2007, Steve Jobs announced a policy change and the company was thanked by Greenpeace but even more so by its own customers. See: www.apple.com/hotnews/agreenerapple

CASES!

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GOOD TO KNOW!

CASES!

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Other example


GOOD TO KNOW!

• Facebook Quit coal campaign We love Facebook. 500 million people connecting with each other… WITHOUT coal and WITH renewable energy >Use all our Facebook friends (600 000) to do the ask @ Zuckerberg >Combined with dir Comms to Fb staff (offline) >80 000 comments for renewable energy on Earth Day Unfriend Coal fanpage, viral video…

CASES!

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Some thoughts


THE FUTURE OF GREENPEACE!

Does Greenpeace love brand attacks? No

But: we can make you move through your customers.

CASES!

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Do you actually believe that Greenpeace supporters are a bunch of hippies?

Your customers are our supporters Your employees are our supporters

CASES!

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They want to be loyal to you, but…

if their children’s future is at stake, where lies their loyalty if you are putting that future at risk?

CASES!

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Why does Greenpeace target you? > You can make politicians move, by advocating a greener economy. > By asking what is a matter of common sense: adopt measures that avoid our climate from going crazy. > By showing the example, while still making profit.

CASES!

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Is a green economy profitable?

Well, what is China doing right now?

CASES!

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Show yourself a leader



Economy will win The planet will win Your children will win

CASES!

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News & Politics

Can you change multinationals strategies with social media?