A simple presentation for citizens who'd like to learn the principles of digital activism, and affect the decision-makers and companies. Designed and presented at a training for NGO coalition campaign against coal called "Hiilivapaa Helsinki", in Finland, Sat 1st of March 2014.

2. Digital citizen activism
a viewpoint by
Veera Juvonen,
Digital Marketing Manager
at Greenpeace Nordic
twitter.com/veerajuvonen

3. My stuff...

4. ...more stuff

5. Glossary
• Activism is the intent to make or
change history.
• Digital activism is the process of
using Internet-based socializing and
communication techniques to create,
operate and manage activism of any
type.
• Digital activism relies on technological
competence and mobile devices.

6. definition
Cant’ really do a presentation about anything digital without a picture of these guys,
can I.

7. Hactivism
• Computer hacking for political or social
change
• The nonviolent use of legal and/or illegal
digital tools in pursuit of political ends

8. •
http://mauricecacho.com/2013/05/09/unicef-slams-facebook-twitter-slacktivism

9. Slactivism
• We live in an era where it’s easy to
support a cause without doing much to
help.
• You don’t wanna be THAT guy, do you?

10. •
http://www.slideshare.net/katherinefernandezblance/social-media-and-slactivism-8043652?v=qf1&b=&from_search=1

11. CITIZEN
HACTIVISM
JOURNALISM
•
http://www.slideshare.net/katherinefernandezblance/social-media-and-slactivism-8043652?v=qf1&b=&from_search=1

12. Choose your weapons
•
Make a power analysis
•
Choose your target
Who is the person or the company whose
opinion you must affect to create change?
•
Choose your channel
In which social media channels are they active in?
•
Choose your approach
How is their opinion affected?

13. Targeting politicians:
channel
• “10 phone calls from
citizens is the equivalent of
10 000 mass emails”
• Shy Finns, try SMS
• Personalize mass emails

15. Targeting companies:
channel
• Big companies have different teams
responsible of their various channels such
as customer service and SoMe.
• Attack from all sides is more likely to get
the message through, increasing the odds
of feedback being reported to the
management.

16. Targeting anyone:
channel
•
Engage in a public conversation
(on SoMe) instead of a private one
(by email or via feedback form) to
get more exposure on the issue.
•
A quicker and a better reply
guaranteed, since they are not
replying only to You, but to
their whole audience.

17. • Of approach:
Which one do
you think is
more effective,
boycott or
customer
feedback?

18. Approaching companies
• If you leave something undone, no one but
you will notice it - unless you tell them.
TELL the company and everyone else, if
you are not buying!
• Companies value feedback of their existing
customers, since it could affect their profit
• “I love my Apple - may I please have it in
green? “

19. Approaching politicians
•
Use basic human behavioral psychology, also known as
common sense.
•
Are you more likely to do something because you are
being a) told to firmly b) suggested politely?
•
You are talking to a person you might know, but (s)he
doesn’t know you. Introduce yourself to make your
opinion count. “I’m a voter... ”
•
Encourage the person to change his/her opinion:
“I’d vote for you if...” Reward success. “Thank you for...”

20. Now, go out and make
Slactivism
a difference.