
Michael Silberman, Global Director of Digital Innovation for Greenpeace (Courtesy Photo)
Michael Silberman is the Global Director of Digital Innovation at Greenpeace, where he leads a Digital Mobilization Lab that envisions, tests, and rolls out creative new means of engaging and mobilizing supporters in 42 countries. Silberman is a co-founder of EchoDitto, a digital consultancy that empowers leading organizations to have a greater impact through the creative use of new technologies. He also chairs the annual Web of Change conference, the premier gathering for leading thinkers and campaigners working at the intersection of technology and social change. More: http://about.me/michaelsilberman
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Greenpeace Mixes Technology with People Power to Win Campaigns
While we might be best recognized for our on-site activism, Greenpeace is rapidly becoming a model for effective digital communication and mobilization. Our campaign wins today depend as much on “boots on the ground” as they do “bits in the ether.”
Sure, Greenpeace activists are always where the action is when it comes to a key cause — working to shut down a dirty coal-powered plant, stop unsustainable tuna fishing or keep rainforest timber standing tall.
But that action is no longer just in the physical world. Digital media enables individuals to play increasingly greater roles in our campaigns — online and offline. These tools connect supporters to campaigners and to one another with unprecedented speed and efficiency.
Of greater significance, however, is the resonating effect our digital channels can initiate. We’ve learned that we need to structure campaigns so that supporters and citizens anywhere can put themselves in a leading role. They can take actual ownership of a campaign, beyond participation. Individual activists can educate their own networks, who in turn, pick up and amplify the momentum.
The recent success of our “Unfriend Coal” campaign provides a tremendous example of this effect in action. Our goal was to get Facebook, the world’s most recognized social media presence, to power its operations using renewable energy sources. (Many of its servers, notably those in the US, are powered by coal-fired plants).
After a nearly two-year effort of steady social media campaigning using YouTube, Twitter and, of course, Facebook itself, the Internet giant committed to ultimately running on clean, renewable energy. Hundreds of thousands of people participated in the global campaign. In one instance, we logged more than 80,000 FB comments in just 24 hours — a world record! Whether staging eye-catching events or simply helping to spread the world via personal social media channels, the campaign energized a global community from India to Ireland, Palo Alto to South Africa.
This is a major evolution from our early days when Greenpeace founders would sail a boat into a nuclear test site and create a global media sensation. We no longer rely on mass media alone to influence our targets and inform the public; today we’re focusing on helping individuals realize their potential as agents of change.
This new digital landscape, in short, means both faster awareness of an issue and faster opportunity to act. When you layer on the fact that these web-based communication tools are available to anyone, campaign leverage increases exponentially. Everyone becomes an organizer, a journalist, a fundraiser — not just the pros at Greenpeace.
This is the power we’re seeking to harness via the new Digital Mobilization Lab (Lab) at Greenpeace. Social networks, photo feeds, live blogging, all of these have created the power to follow a global issue like climate change across language and borders in realtime — unthinkable just a couple years ago. Add mobile technology like SMS/text messaging, and smartphone and tablets, and it’s obvious we’re operating in an environment in which instant outreach and immediate action is now possible.
For an issue like global warming, where we can’t act quickly enough, this kind of power is invaluable. Through the Lab, we’re connecting the efforts of Greenpeace offices covering over 40 countries, and building networks and systems to amplify innovative campaign tactics at the speed of the Internet — increasing awareness and aligning our efforts to generate real, worldwide comprehension of what’s at stake.
While elevating understanding of the issues and giving people a more immediate way to act is great, the Lab is really about empowering our teams to introduce, test, and share successful citizen engagement strategies with one another and peers across the environmental and social justice movements.
While the Lab is a tremendous opportunity to strengthen Greenpeace campaigns with more digital and citizen muscle, it also demonstrates that anyone can access the same technologies and apply the same strategies to affect change.
This matters because people — younger generations in particular — increasingly want to know not only what’s at stake but also what they can do about it in the same moment. Equipped with both knowledge and the ability to act is giving them remarkable power, and we will continue working to build and support that power as best we can.