Data and Analytics

Analytics. Metrics. Big Data. Stats. Call it what you will, the data we use to understand how people relate to us and our work is increasingly important. These articles seek to uncover how data can be used to empower people.

Catching Kerry’s attention: Ocean campaigners elevate Twitter tactics

Strategic combination of online and on-the-ground efforts take issue to next level
help fish

The Greenpeace oceans campaign team embraced a unique opportunity to catch the attention of U.S. Secretary of State John Kerry and open up conversation around the country’s position on high seas protection. The main strategy? Mimicking and overtaking conversation on Twitter, where Kerry is an active user. The U.S. Department of State’s Our Ocean Conference [...]

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Internet trends for campaigners: More mobile. More data. More edges.

User interfaces (and human interaction) are being reimagined using big data and more community-oriented platforms. Illustration by John Maeda, KPCB.

Mary Meeker’s annual Internet Trends report provides a comprehensive dive into global Internet use. This year’s report was recently released and here are our key takeaways for campaigners and advocacy leaders (along with a longer list of highlights): “Meet people where they are” has never been more true. Mobile Internet use continues its quick rise, particularly as [...]

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Online media analysis for campaigners and ‘non-digital’ staff

5 lessons for effective conversation analysis from Greenpeace's Arctic 30 response
Social Media Analysis

Digital campaigners stay connected to the pulse of online conversations surrounding their campaigns. But what happens when a crisis occurs, bringing a surge of attention to your issue? This was the situation Greenpeace encountered as it plunged into a campaign to free the “Arctic 30” activists detained in a Russian jail following a peaceful protest [...]

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Maps: A creative way to tell your stories

How to use maps to power up your campaign storytelling
Refugee camps in the world | ESRI

In a world inundated by so much information, campaigns and actions are won by a mixture of ingredients: a creative team, a kickass strategy, an effective online presence, a strong group of supporters and a winning story. The last point is highly subjective because there are many ways and forms we can tell a story. [...]

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Spark innovation with data

How measurement and tracking fosters creativity at Greenpeace Nordic
Levis-detox-ad

Tracking and data might sound like dry topics to some, but introducing and improving tracking and measurement across digital activities have been important drivers for experimentation in Greenpeace Nordic’s digital team. Michael Parker, Digital Intelligence Officer at Greenpeace Nordic, says that changing their use of data “…enabled people to be more creative and conceptual. Tracking [...]

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Recruitment success through Google Ads

A consistent user journey boosts effectiveness of online advertising
Greenpeace Spain Arctic campaign donation page

Jon Garciandia of Greenpeace Spain and Iola Abas of Greenpeace South East Asia facilitated a session at the 2014 Digital Mobilisation Skillshare to share how digital teams in Spain and Indonesia are engaging new audiences through online advertising. Showcasing recent work, they explained the importance of creating a consistent user experience to make the most of [...]

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Learning to convert visitors into supporters with Google Grants and AdWords

Greenpeace Switzerland pushes website traffic to new heights
Greenpeace Switzerland landing page

Greenpeace Switzerland’s website traffic has increased 30-fold since they began using began using Google Grants, a free advertising program for non-profits, in September 2012. MobLab sat down with the office’s digital communications team to ask them how they pulled it off. “We used the largest part of our [advertising credit] to send traffic to our [...]

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Data inquiry leads to improved social media strategy

Greenpeace USA online team findings used to optimize timing, frequency of posts
Sho Fujiwara, Dawn Bickett and Meena Hussain took time to question the effectiveness of the Greenpeace USA Facebook posts and analyze the data.

Meena Hussain moved into her role as social media strategist at Greenpeace USA a year ago and discovered the organization has a lot of social networks, but she didn’t have the capacity to “be everywhere.” “Being one person, managing several social networks, it is hard to see what should be prioritized, how often content should [...]

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Celebrating 1.5 million Facebook fans, Greenpeace Argentina shares lessons

Engaging, communicating with fans on social networks can spur campaigns
Greenpeace Argentina received many photos of people with the mask of the Energizer Bunny during its electronic waste campaign.

When Greenpeace Argentina started looking at Facebook in 2008, it was clear the social network was growing. A mere five years later, the organization is celebrating reaching 1.5 million Facebook page fans. To mark this milestone, Greenpeace Argentina created a video and blog post to share the story of their success. “From the beginning we [...]

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