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.

Pay attention and win: Lessons from Brasil

How Greenpeace Brasil is adapting Big Listening to its needs to become an opinion leader
March for forests in Brasil

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 […]

Learn how 3 years of Big Listening (and testing) may change your campaigning

A MobLab interview with Upwell's Rachel Weidinger
Upwell conversation

The crew of innovative campaigners and online strategists at Upwell, led by a core team of Rachel Weidinger, Ray Dearborn and Matt Fitzgerald have done their best to change how campaigns listen to, use and test online campaigning since 2012. Their non-traditional mission was perhaps best exemplified by their client: the Ocean. Upwell intended to engage a […]

5 things we learned by analysing lots and lots (and lots) of Facebook data

Mythbusting for social media strategists and campaigners
Live shot from our data analysis center.

Last year, our friends at Crowdtangle offered to let MobLab dig through some of their aggregate data about the performance of individual posts on public pages to see if we could find anything interesting. We jumped at the chance, looking through every post in the month of April from 572 different pages — 107,657 total posts — […]

Street selfies driving up new supporter engagement

Amnesty International tests photo sharing in street canvassing
Amnesty International face to face fundraising

What if adding one extra step to your organization’s street canvassing routine had the potential to bring in an extra million or more in donations in just two years? Those are the potential gains Amnesty International is looking at after conducting a small experiment in Toronto in 2012. The idea was simple: After signing up a […]

Open map project breaks mold and brings new people to campaigning

Initiative from Climate Change Coders and Friends of the Earth has global potential
Bee Keepers UK Map

Large and long-established organisations are often hesitant to release control and actively support distributed organising projects. In one example that breaks the mold, Friends of the Earth (FoE) and Climate Change Coders (CCCoders) have partnered on a new data-driven, open-source mapping project. The goal is to get campaigners from the UK (and beyond) to use freely available mapping code to […]

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 […]

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 […]

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 […]

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. […]