Political New Media Strategies: Lessons from the UK election By Samuel Coates
Key points <ul><li>Take new media seriously in your organisation – it is not optional </li></ul><ul><li>Identify your audi...
Being serious as an organisation <ul><li>Our incentives to innovate: </li></ul><ul><ul><li>Being in opposition </li></ul><...
Integrated strategy
I.T. Research Press Donations Activists WEBSITE
Know your audience <ul><li>Voters </li></ul><ul><li>Undecided </li></ul><ul><li>Confirmed </li></ul><ul><li>Activists </li...
Reframing the questions <ul><li>Organisation asks: </li></ul><ul><li>We want more volunteers </li></ul><ul><li>We want to ...
New media strategist asks… <ul><li>How do we reach people, and inspire them to get involved? </li></ul><ul><li>How do we r...
Using the right tools <ul><li>Email </li></ul><ul><li>Website </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></...
Main website
Using the right tools <ul><li>Email </li></ul><ul><li>Website </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></...
Twitter
Using the right tools <ul><li>Email </li></ul><ul><li>Website </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></...
Mobilising activists
Using the right tools <ul><li>Email </li></ul><ul><li>Website </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></...
Fundraising
Crowdsourcing <ul><li>Policy development </li></ul><ul><li>Make IT better </li></ul><ul><li>Responses to Labour’s manifest...
Be flexible and fast <ul><li>Rapid rebuttal ads </li></ul><ul><li>Buy relevant search terms on Google </li></ul><ul><li>Pi...
TV debates/Lib Dems <ul><li>Hung Parliament Party </li></ul><ul><li>Wheel of Misfortunre </li></ul><ul><li>Labservative </...
Conclusion <ul><li>Know your supporters – who they are, what they can do. </li></ul><ul><li>Make digital work for you – th...
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Coates presentation

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Nuevas estrategias políticas: Lecciones de las elecciones en Reino Unido.

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  • Thank you for inviting me here. Last month we had our general election. Got a lot of attention due to unpredictable nature and unusual outcome. The idea of an “internet election” was talked about a lot in a misguided way – often with overly simplistic references to the Obama campaign. Obama session. Don’t compare yourself – you’ll just get depressed! The numbers 3m mobile numbers, 200 team, Xm raised, emails, It wasn’t the internet election – some would argue it was actually the TV election, because it was the first time we had televised debates between the leaders. But the internet did play a role, so I want to talk about what happened, and what political professionals can learn from it. Talking mostly from perspective of political party. How to do this in government etc a whole other subject.
  • Organisational change – how an old organisation like ours came to embrace new media. What that meant in terms of how we approached the election campaign. What actually happened. And what we can learn from that.
  • A lot of small charities etc give strategy to intern. Or do reactively. I thought I knew new media when blogging. Exciting, it’s new. Only team making up rules as we went along. We had website for long time but we didn’t have a proper online strategy until the end of 2007. Opposition – incentive to innovate. Look at US. Rebranding – new media provided an opportunity to counter negative perceptions about us. Partly by just doing interesting things online to show we are modern… … partly by it giving us an outlet to publish our own content outside of the media. But how did we change the way we did things? We had two key challenges
  • Like many organisations, our website started out being controlled by the IT department. The “web guy” was someone with a technical background who just posted content that was produced by others. There is a difference between web and IT.
  • This meant that our online presence was being pulled in lots of directions – with no co-ordinated strategy. We took a firm decision that the website was first and foremost, a communications tool. I have a communications background, not a technical one. We were semi-autonomous in our day-to-day operations, answering to the Director of Communications on major decisions. Bringing these things together was important to do for us. It meant we took it were focused and serious. But new media is a fast-changing area, and you have to do what works for you. In many ways, the idea that you should have “a web guy” or a web team who do everything on the internet is out of date. New media isn’t new anymore, and it has an impact on lots of areas, not just communication. So there is also an argument that – providing that there is a strong strategy underpinning it – different departments should be delivering different aspects of new media operations. For us moving forward, that means greater integration with our field campaigning dept.
  • Content – When the last Con Govt came to power 30yrs ago a political party would only be producing maybe 10-20 pieces of unique content a year. Now we sometimes do that in a day. We had daily blogs, bespoke news stories, regular videos, single-purpose websites, messages on social media… We saw ourselves as a digital publisher.
  • Don’t do things just because internet experts say you should. You have to control your digital strategy, not let it control you. Audience in this room etc. If you were to ask me what the most important online tool was, I would say email, email, email.
  • Don’t do things just because internet experts say you should. You have to control your digital strategy, not let it control you. Audience in this room etc. If you were to ask me what the most important online tool was, I would say email, email, email.
  • I know Twitter isn’t used as much in Spain as the UK, so I won’t talk about it too much. But it did have a key role in the election. DC quote
  • Don’t do things just because internet experts say you should. You have to control your digital strategy, not let it control you. Audience in this room etc. If you were to ask me what the most important online tool was, I would say email, email, email.
  • Don’t do things just because internet experts say you should. You have to control your digital strategy, not let it control you. Audience in this room etc. If you were to ask me what the most important online tool was, I would say email, email, email.
  • Easy to hijack.
  • This comes back to how you integrate new media into your organisation. Need to make sure it has the capacity to turn things around quickly. Blogs can be ignored sometimes. MumsNet. Social media monitoring software.
  • For some of you, perhaps those who work in public relations or lobbying, the people in this room are the kind of people you want to target. I would argue that a political party has two aims – the air war, and the ground war. You should
  • Coates presentation

    1. 1. Political New Media Strategies: Lessons from the UK election By Samuel Coates
    2. 2. Key points <ul><li>Take new media seriously in your organisation – it is not optional </li></ul><ul><li>Identify your audiences – and use the right online tools to reach them </li></ul><ul><li>Be flexible and fast </li></ul>
    3. 3. Being serious as an organisation <ul><li>Our incentives to innovate: </li></ul><ul><ul><li>Being in opposition </li></ul></ul><ul><ul><li>Rebranding </li></ul></ul><ul><ul><li>Developing our own content </li></ul></ul><ul><li>Our internal challenges: </li></ul><ul><ul><li>Responsibility for the website was divided </li></ul></ul><ul><ul><li>Our online strategy was not focused </li></ul></ul>
    4. 4. Integrated strategy
    5. 5. I.T. Research Press Donations Activists WEBSITE
    6. 6. Know your audience <ul><li>Voters </li></ul><ul><li>Undecided </li></ul><ul><li>Confirmed </li></ul><ul><li>Activists </li></ul><ul><li>Inactive </li></ul><ul><li>Current </li></ul>
    7. 7. Reframing the questions <ul><li>Organisation asks: </li></ul><ul><li>We want more volunteers </li></ul><ul><li>We want to campaign online </li></ul><ul><li>We want more website visitors </li></ul><ul><li>We want more money </li></ul><ul><li>We want volunteers to do more </li></ul>
    8. 8. New media strategist asks… <ul><li>How do we reach people, and inspire them to get involved? </li></ul><ul><li>How do we reinvent the way we campaign for the online world? </li></ul><ul><li>How do we create more/better content? </li></ul><ul><li>How do we develop relationships so people want to give? </li></ul><ul><li>How do we reward and incentivise voluntary actions? </li></ul>
    9. 9. Using the right tools <ul><li>Email </li></ul><ul><li>Website </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Advertising </li></ul><ul><li>Mobilising </li></ul><ul><li>Fundraising </li></ul><ul><li>Crowdsourcing </li></ul>
    10. 10. Main website
    11. 11. Using the right tools <ul><li>Email </li></ul><ul><li>Website </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Advertising </li></ul><ul><li>Mobilising </li></ul><ul><li>Fundraising </li></ul><ul><li>Crowdsourcing </li></ul>
    12. 12. Twitter
    13. 13. Using the right tools <ul><li>Email </li></ul><ul><li>Website </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Advertising </li></ul><ul><li>Mobilising </li></ul><ul><li>Fundraising </li></ul><ul><li>Crowdsourcing </li></ul>
    14. 14. Mobilising activists
    15. 15. Using the right tools <ul><li>Email </li></ul><ul><li>Website </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Advertising </li></ul><ul><li>Mobilising </li></ul><ul><li>Fundraising </li></ul><ul><li>Crowdsourcing </li></ul>
    16. 16. Fundraising
    17. 17. Crowdsourcing <ul><li>Policy development </li></ul><ul><li>Make IT better </li></ul><ul><li>Responses to Labour’s manifesto and Budget </li></ul><ul><li>Labour’s failed poster campaign </li></ul>
    18. 18. Be flexible and fast <ul><li>Rapid rebuttal ads </li></ul><ul><li>Buy relevant search terms on Google </li></ul><ul><li>Pick up stories quickly – decide carefully how to react </li></ul><ul><li>Have the capacity to create single-purpose campaigns </li></ul><ul><li>Take sensible risks </li></ul>
    19. 19. TV debates/Lib Dems <ul><li>Hung Parliament Party </li></ul><ul><li>Wheel of Misfortunre </li></ul><ul><li>Labservative </li></ul><ul><li>Rage Against The Machine </li></ul>
    20. 20. Conclusion <ul><li>Know your supporters – who they are, what they can do. </li></ul><ul><li>Make digital work for you – there is no set strategy. Pick and choose your own tools. </li></ul><ul><li>The most effective tools aren’t the most newsworthy – do some cool things, but focus on what gives you results </li></ul>
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