Pay attention and win: Lessons from Brasil

How Greenpeace Brasil is adapting Big Listening to its needs to become an opinion leader

In 2013, Greenpeace Brasil realised it was having trouble turning it’s fast-growing social media audience into the kind of active and vocal supporters needed to help influence public opinion on its issues. In mid-2013, they connected with MobLab’s Benjamin Simon and colleagues at Upwell, Rachel Weidinger and Matt Fitzgerald, to learn about using social media monitoring (or Big Listening).

Facebook cartoon

Greenpeace Brasil has begun working with cartoonists who adapt big listening-based messages for their social networks.

Cost, staffing, training and workflow are key concerns with big listening programs. At Upwell, first-year costs for Radian6 and other social data analytics and monitoring tools totaled over $60,000 US according to Weidinger.

These concerns were top of mind when Greenpeace Brasil looked at implementing listening tactics and tools. Teams there were already stretched thin and had no budget for new tools. But clever (and cost-effective) adaptation of core listening strategies has allowed campaigns to reach broader audiences and gain new levels of public influence. Greenpeace Brasil’s Juliana Costta filled us in on their approach.

We want to be an opinion maker on the issues we cover

By late-2013, Greenpeace Brasil was anxious to improve its ability to track, influence and expand the public conversation of its key issues.

“We want to be the influencer of people, a public opinion maker on the issues we cover,” Costta told us. An analysis showed the team that as the nation’s media landscape changed – and social media’s presence grew – the organisation’s ability to influence public opinion also changed. Establishing influence is a key long-term goal and big listening is playing an important part.

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