Digital citizen activism

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Information about Digital citizen activism
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Published on March 1, 2014

Author: veerajuvonen



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.

Digital citizen activism a viewpoint by Veera Juvonen, Digital Marketing Manager at Greenpeace Nordic

My stuff...

...more stuff

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.

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

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


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?



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?

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

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.

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.

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

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? “

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...”

Now, go out and make Slactivism a difference.

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