Who is Driving Who?
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Transcript of Who is Driving Who?
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Who is Driving Who?
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Who is driving Who
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Web 2.0
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Coke Campaign: Directed, Do this campaigning
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Iceland Whales Pledge
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Defending our Oceans
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IGO/Defending the Whales
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Green my Apple
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Apple Users in the driver’s seat
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Email to take the message to Jobs
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Tagging and Social Networking sites
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Technorati to reflect the buzz
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Desktop viral: Hug your Mac
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Video E-card on YouTube to publicize the campaign
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Banners and bugs to make the campaign easier to promote
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Perpetual Beta: Feedback site for suggested improvements
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Creative Commons content for remix
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Results (March 2007)• 470,000 Google references • 4,070 Blog entries• 50,000 letters to Steve Jobs• 1,000,000 Unique Visits• 10,000 newsletter signups
• Dell: “We challenge the Electronics industry to adopt a 100% takeback policy worldwide…”
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Result
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Who is driving Who:
NGOs are driving and enabling individual activism
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Who is driving who?
Individual activism is changing the way NGOs campaign
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Vonnegut and Global Warming
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