While other NGOs are still thinking about it, whether they should move as well in social media - the Swiss NGO Berne Declaration "has shown that online campaigning can work in Switzerland. And also that social media is not only "I have 840 fans on Facebook" means. Thanks to BD, more precisely on Roseli Ferreira, for the quick and detailed replies to my questions by e-mail: This is social media management, as it should be! I want this time will concentrate on the application of the campaign, since for many NGOs is still a black box.
CONTENTS:
The Crisis:
- 10 cents more per T-shirt would seamstresses rich in developing countries, to a dignified life to lead. At fault are mainly Western fashion labels, but the pay the legal minimum wage, this is in many countries but due to competitive pressure but less than the existence of wage.
The Opportunity:
- supporters can each week (10 weeks) send up to 4 fashion labels, including a personal message individualized video. Thus, pressure can be exerted on the labels because they recognize that many of their customers want to be fairer working conditions for the production of T-shirts.
The creative implementation:
- is graphically implemented the protest action very beautiful, if sometimes a bit too much at once. Located in the center Related creates campaign video is a few minutes before and the problem also for non-attendees involved simple, understandable and yet professionally demonstrate: respect! Beautiful I also think that the protest can be attached to donate, which is also used actively, according to BD!
APPLICATION:
online PR? "We have our campaign on Monday launched at 10:00 with an article on 20min.ch. Http://www.20min.ch/finance/news/story/10405581 The once provided for controversial comments (137 pieces) what is good and shows how moving the topic, and about 40% of the traffic on that day "
cooperation? "We have agreed to cooperate with the action 72 hours -. All these young people have received in recent weeks, a promotional package, which includes campaign material from us in there was too To understand this, we have communicated different URLs on the day of launch. originated about 35% of traffic from this action. "
social networks? "Facebook is the first week to become No. 2 in the referrer, Twitter are on number 10 Via Facebook and Twitter diverse, strong opinion-blog on the campaign closely and have written about, for example: http://www.kirstenbrodde.de/ "
newsletter? "On our special newsletter on Tuesday, it rained down protests and Online donations, and we have a distribution of approximately 20,000 addresses, we have posted any banners, have in our partner network made some NGOs, however, the campaign ... "
SUCCESS FACTORS APPLICATION"
banner? " :
involvement of supporters.
basis of all job success was, therefore, the involvement of supporters to get in this case by "action package" to touch the supporters not only the feeling part of the campaign to be, they ARE part of the campaign, the. 137 Comments on 20min.ch were probably influenced by the activity of these core supporters forced
social object:
>> Any supporters after sending the protest provided a personalized video mail is available, the so-called "social object". Due to the personalization it receives a higher Viralitätswert - the supporters of the video can thus use one hand to the protest to push ahead (by others' needs-driven) show as well that he himself participated (driven by its own needs for self-representation). According to BD about 1 / 3 of the Protestants their video send to their social network, which at 3,900 signatures of at least 1,300 "free" Mitteillungen are!
Crisis-tunity:
>> Julius van de Laar, Germany-wire Avaaz has made me familiar with this term. "The crisis has to be there, but it also needs the ability to change that." This is not said: Send a protest to any production facility in India. Here, a supporter of the familiar group (Model label) as "enemy" represented, is fired. And every company these days knows what bad social media publicity may mean for him (see Nestle). Thus, it offers the supporters an enemy from his own world.
Retention:
>> Each week (10 weeks) 4 more fashion labels are presented which give no existence for a reward. The supporters, a Reminder e-mail order and so to participate again in the protest and act also as Mutliplikator the embassy. This principle I like extremely well since I've never seen before.
CONCLUSION: Thumbs Up!
PS: Maybe I would consider a small Facebook ads with highly focused target audience, to keep the protest going ...
Looking forward to your feedback! Cheers, Christoph
