Edelman 2010 Capital Staffers Index Presentation

2010 Capital Staffers Index
A Trans-Atlantic Analysis of Digital Media’s Impact on Shaping Policy
Presented December 2, 2010

Research Methodology & Objectives

StrategyOne surveyed 271 senior staff members from key capitals in the U.S. and Europe to determine
the perceived value of the Internet as a tool for policymakers to connect with local residents and
communities; determine the credibility and trust associated with social media networks; and compare
the Internet’s influence on policymakers internationally.

The overall margin of error is +6.0% in 95 out of 100 cases.

Capital City Audience N size Data Collection Dates
Washington, D.C., United U.S. Congressional
51 September 30 – October 8, 2010
States staff

London, United Kingdom U.K. Parliament staff 50 October 5-11, 2010

European Parliament
Brussels, European Union staff
67 October 5-15, 2010

French Assembly
Paris, France staff
53 October 1-16, 2010

Berlin, Germany Bundestag staff 50 October 7-19, 2010

2

Conversations are
Once Again En Vogue

Adoption of new communication tools such as text, blogs,
and Facebook has more than doubled
in the past three years
Used this three years ago Using this today Will use this in the next three years

35 45 45
Text 65 % 55 55
% %
Messaging % % % Following an
explosion of
16 advanced
% 54 46 50 50
Blogs % % %
communication
84 %
% tools in the last
15
three years,
% 38 48 52 staffers see
Facebook % 62
85 %
% % more
%
incremental
14 28 adoption going
Instant % 38
72
% 62 % forward
Messaging 86 %
% %

7
% 38 Yes
45
Twitter 62 % 55
% No
93 % %
%

Thinking about several different technologies, please indicate whether or not your Member was using them to communicate
with constituents on key issues three years ago, is using them now, and will be using them three years from now.
4

The impact of digital communication has made significant
gains, enhancing traditional outreach

Reaching Constituents Reaching Members
2009 2010 Change 2009 2010 Change
% Effective % Effective
One-on-one meetings 95% 90% -5
Written letters 90% 88% -2
Television appearances 92% 93% +1
Speaking events 91% 90% -1
E-mails 87% 92% +5
Newspaper columns 85% 86% +1
Radio appearances 85% 85% -- In-person visits 86% 88% +2
Websites 82% 82% --
Press releases 76% 79% +3 Telephone calls 85% 83% -2
Television advertising 61% 47% -14
Print advertising 61% 48% -13 Member’s blog/website 31% 72% +41
Op-eds 60% 66% +6
Online videos 51% 42% -9 Member’s social network 22% 37% +15
Blogging 46% 52% +6
Radio advertising 46% 42% -4 Micro blogging/Twitter 7% 15% +8
Online advertising 32% 31% -1
Mobile interaction n/a 32% n/a
Micro blogging 22% 33% +11
Podcasting n/a 41% n/a
Comments on YouTube n/a 14% n/a
Text messaging n/a 37% n/a

Traditional Digital
Paid Media
Channel Communication
5

E-mails continue to be effective,
yet staffers are realizing the greater impact
of social media outlets

% Total Effective
2009 2010

84% 88% +4
94% 86% -8
Emails 82% 96% +14
88% 91% +3
88% 96% ++8

Through a 40% 41% +1
15% 26% +11 U.S.
Member's
Facebook
22% 46% +24
3% 25% +22 U.K.
page
32% 42% +10
European
16% 25% +9 Parliament
Through
9% 22% +13 France
7% 16% +9
Twitter
0% 2% +2 Germany
4% 12% +8
16% 82% +66
Through a 18% *2010: 70% +52
Member's 30% Member’s 60% +30
blog 35% website 62% +27
54% 90% +36

When constituents contact your member, how effective are the following modes of contact?
6

Mobile interaction with Members is also seen as effective,
especially in Continental Europe

% Total Effective

27%
U.S.
24%
Mobile interaction through 39%
applications or text messages U.K.
30%
38% European
Parliament

25% France

14%
Comments posted on YouTube 15% Germany

4%
*Both questions
asked in 2010 only 12%

When constituents contact your Member, how effective are the following modes of contact?
7

Staffers in the U.S. differed from colleagues abroad in their
assessment of paid media

% Total Effective (US-only) U.S. Global

86%
Television Advertising +16
70%

75%
Radio Advertising +13
62%

65%
Print Advertising +1
64%

57%
Online Advertising +19
38%

2010 2009

8

A Time and a Place
for Everything

Staffers are more voyeurs than participants

Read policy-related blogs, but do not
contribute or comment
50%
Advise your Member on the use of online
social media
49%
Read non-policy related blogs. But do not
37%
Write original blog posts / publish a blog
on policy-related topics
18%
Write/
Read
Publish
Comment on other policy-related blogs 13%
Policy-related
blogs
50% 18% -32
on non-policy related topics
7%
Non-policy-
related blogs
37% 7% -30
Comment on other non-policy-related
blogs
6%

None of these 22%

Which, if any, of the following activities do you do?
10

Social media and social network access peaks at lunchtime
and after the normal work day

Online News Sites Blogs Social media Social networks

64%

56%
53%
50% 49%
48% 47% 46% 46%
44%
42% 46%

35%
31%
28%
24% 24% 24% 23% 23% 29%
22% 22%
19% 19% 20%
17% 18% 18%
16% 16% 15% 15%
18%
17%
15% 14%
12% 13% 13% 13% 13% 12%
11%

Before 9am 9am-10am 10am-11am 11am-12pm 12pm-1pm 1pm-2pm 2pm-3pm 3pm-4pm 4pm-5pm 5pm-6pm After 6pm

When during the day do you normally access the following types of sites?
11

Prior to 10am, staffers rely on traditional online news
sources. However, after 10am their attention shifts to social
media, with sizable spikes at noon and after 6pm
Spike

All social digital (blogs, media, networks) Online News Sites 110%

Traditional online Social
news/information media/information
gathering gathering

Spike

66%
64%

56% 56% 55%
53% 52% 51% 51% 50%
58%
53% 46%
53%
48% 50% 49% 47% 46%
44% 42%


12

The leading policy information sources
online are websites of newspapers

2009 2010

What are the top online information sources that you trust for policy analysis?
14

Last year, staffers indicated they trust online news
and newspaper sites the most for
policy analysis
2009
United States United Kingdom European Parliament

France Germany

15

The leading online policy information sources
remain websites of newspapers (non-specific)

2010
United States United Kingdom European Parliament

France Germany

16

Mobilizing support from grassroots and advocacy groups,
is no longer a U.S. phenomenon

67%
72% 65%
Letters from voters 73%
36% overall
78%
63%
70% 58%
Letters from local community leaders 55%
58% overall
44%
51%
66% 56%
Emails 81%
25% overall
52%
61%
Days when individual constituents visit 52% 55%
45%
your office 55% overall
66%
20% U.S.
20% 20% U.K.
Online petitions 10% European Parliament
34% overall France
20% Germany

When hearing from [grassroots groups / local advocacy groups], which THREE
of the following things do you pay the most attention to? 18

Staffers want to see how foreign-based companies are
creating jobs and benefitting local communities
in their countries

Having a local spokesperson demonstrate 35%
both the direct and indirect number of 36% 33%
jobs this company creates in your country
36%
34% overall
22%
Having a local spokesperson demonstrate 25%
the benefit this company brings to local 32% 29%
communities in your country 33%
45% overall
6%
27%
Having a local spokesperson demonstrate 12% 13%
the direct number of jobs this company 9%
creates in your country 4% overall
12%
4%
Having a local spokesperson demonstrate
the financial impact this company creates
4% 6%
15%
through taxes, etc 0% overall U.S.
6%
Having a local spokesperson demonstrate 8% U.K.
the revenue generated for your country’s 16% 6% European Parliament
0%
government in taxes, duties, and other 4% overall France
fees 2% Germany

When meeting with representatives of companies based outside your own country, which of the
following is the best approach? 19

International outlets do not draw much attention;
staffers want to focus on what’s going on in their
Member’s country/district
When it comes to policy
issues, staffers turn to their
own national outlets 51%
68%
National outlets 67%
10% 77%
72%
23% 47%
22%
67% Local outlets 1%
23%
28%
2%
National outlets that focus on your U.S.
10%
member's country U.K.
Local outlets that focus on your member's International outlets 31%
EU
region 0%
France
International outlets that focus on 0%
multiple countries Germany

When a policy issue is being discussed in the media, which of the following sources do
you tend to pay more attention to? 20

Independent research and succinct messaging is the most
credible vehicle for lobbyists

61% 51%
Research conducted by non-governmental 56%
58% overall
organizations 28%
50%
59% 45%
48%
One-page briefing overviews 63% overall
25%
26%
41%
Whitepapers written by university 26% 42%
57%
academics 57% overall
24%
24%
54%
Editorials in newspapers 40%
34%
56%
33%
42%
Research conducted by industry groups 37%
28%
30%
22%
22%
Third-party constituent polling 6%
34%
28%
10% U.S.
12%
Advertising 3% U.K.
4%
2% European Parliament
6%
4% France
Blogs 7%
0% 4% Germany

When you meet with lobbyists, which THREE of the following things do you pay the most attention to?
21

Strategic Recommendations

 Respect the old and the new
 Traditional and digital public affairs are morphing

 Apply cultural shading to social media
 Match the most acceptable digital tools with the market

 Timing is everything
 Guide your outreach with the daily digital access trend

 Mobilization knows no bounds
 Advocacy building is embraced on both sides of the Atlantic and should not be overlooked

 Succinct, supported messages are the most impactful
 Concise messaging, backed up by independent research

 Tell the complete contribution story
 Members want to know an organization’s social and economic footprint

22

Summary of United States Staffer Data

Member Constituent Most Trusted Online
2009 2010 Change
Sources for Policy Analysis
Effectiveness of Outbound
Digital Communications
2009 2010 Change Newspapers 3% 22% +19
% Total Effective

Websites 86% 88% +2 CQ 6% 20% +4
Online videos 76% 59% -17 Congressional Research
13% 16% +3
Blogging 50% 59% +9 Service
Online advertising 38% 57% +19 Politico 8% 14% +6
The New York Times 13% 8% -5
Members’ Digital Usage
Constituent Member
Facebook 82% 45%
Effectiveness of Inbound Twitter 65% 57%
2009 2010 Change
% Total Effective

E-mails 84% 88% +4 Blogs 61% 53%
Member’s blog/website 16% 82% +66 Text messaging 47% 63%
Member’s Facebook page 40% 41% +1
Mobile interaction n/a 27% n/a Instant messaging 33% 63%
Twitter 16% 25% +9
Using today Will use 3 years from now
Comments posted on
n/a 25% n/a
YouTube 24

U.S. staffers are most interested in reading policy-
related blogs

49%
Read non-policy related blogs, but do not
41%
social media
18%

Write/
Read
Publish
4%
Policy-related
blogs
49% 2% -47
blogs
4%
Non-policy-
related blogs
41% 4% -37
2%

None of these 33%
United States
25

U.S. data suggests staffers access social media and networks
for personal reasons; access is highest
outside of work
Online News Sites Blogs Social Media Social Networks

69%

61% 59%
57%
55% 55%
53%
49%
46%
45% 43%
43%
39%
31%
28%
27%
24% 24% 25% 23% 23% 24%
22% 22%
16% 24% 22% 24%
18%
20% 20% 20% 20%
18% 18% 16%
14%
10% 10%
8% 8% 8%
6%

United States
26

Summary of European Parliament Staffer Data

2009 2010 Change
2009 2010 Change Newspapers 4% 16% +12
% Total Effective

Websites 75% 78% +3 EurActiv 11% 13% +2
Blogging 45% 51% +6 Commission website n/a 10% n/a
Online videos 62% 45% -17 Research n/a 9% n/a
Think tank / Google 3% 7% +4
Government website 2% 7% +5
Online advertising 38% 34% -4
Constituent Member
Facebook 63% 49%
Effectiveness of Inbound Text messaging 45% 39%
2009 2010 Change
% Total Effective

E-mails 82% 96% +14
Twitter 34% 43%
Member’s blog/website 30% 60% +30 Blogs 40% 36%
Mobile interaction n/a 39% n/a Instant messaging 24% 28%
Twitter 7% 16% +9
Comments posted on
n/a 15% n/a
YouTube 27

More than one-half of European Parliament staffers
advise their Members on the use of online social
media

social media
66%
49%
28%
19%
Write/
Read
Publish
Policy-related
blogs
49% 19% -30
10%
Non-policy-
related blogs
28% 10% -18
blogs
6%

None of these 10%
European Union
28

European Parliament staffers take time during their lunch
hour and after work to access their social networks
and social media

76%

54% 51%
48%
43% 42% 42% 46%
39% 40% 40%
36%
37%

31% 24%
22%
19% 18%
18% 15% 25%
13% 16% 15% 13% 15%
12%
10%
13%
6% 13% 12%
10% 10% 10% 10%
7% 4% 7% 7%
4%

European Union
29

Summary of Germany Staffer Data

2009 2010 Change
2009 2010 Change
Newspapers 18% 26% +8
% Total Effective

Websites 84% 90% +6 Spiegel online 14% 22% +8
Blogging 32% 50% +18
Text messaging n/a 46% n/a Bundestag 19% 18% -1
Podcasting n/a 40% n/a Research/Notes of analysis n/a 18% n/a
Online videos 44% 40% -4
FAZ n/a 10% n/a
Online advertising 26% 32% +6
Constituent Member
Facebook 66% 60%
Effectiveness of Inbound Text messaging 56% 56%
2009 2010 Change
% Total Effective

E-mails 88% 96% +8
Twitter 34% 38%
Member’s blog/website 54% 90% +36 Blogs 28% 32%
Mobile interaction n/a 38% n/a Instant messaging 8%12%
Twitter 4% 12% +8
Comments posted on
n/a 12% n/a
YouTube 30

A majority of Germany staffers also advise Members on the
use of online media, yet a sizeable number also read both
policy- and non-policy-related blogs

social media
68%
50%
42%

Write/
Read
Publish
14%
Policy-related
blogs
50% 14% -36
8%
Non-policy-
related blogs
42% 8% -34
blogs
6%

None of these 14%
Germany
31

Germany staffers also access social digital media
on a regular basis


76% 74%
68% 68%
66% 66% 66%
64%
62%
58%
52% 50% 50% 50%
50% 48%
46% 50%
44% 44%
42% 42%

28% 28%
26% 26% 26%
24% 24%
22% 22%
20%
16%
18% 18%
16% 16% 16%
14% 14% 14% 14% 14%
12%


Germany
32

Summary of France Staffer Data

2009 2010 Change
2009 2010 Change
Press online n/a 45% n/a
% Total Effective

Websites 77% 77% -- Le Monde 24% 28% +4
Blogging 64% 74% +10 Figaro 18% 25% +7
Liberation 17% 11% -6
Online videos 36% 38% +2
Text messaging n/a 32% n/a Government websites n/a 9% n/a
Constituent Member
Text messaging 77% 79%
Effectiveness of Inbound Blogs 60% 64%
2009 2010 Change
% Total Effective

E-mails 88% 91% +3
Facebook 47% 55%
Member’s blog/website 35% 62% +27 Instant messaging 32% 42%
Mobile interaction n/a 30% n/a
Member’s Facebook page 3% 25% +22 Twitter 13% 28%
Comments posted on
n/a 4% n/a Using today Will use 3 years from now
YouTube
Twitter 0% 2% +2 33

Compared to staffers in other countries, France
staffers are most likely to write original, policy-
related blog posts

70%
social media
66%
45%
40%

Comment on other policy-related blogs 9% Write/
Read
Publish
6% Policy-related
blogs
70% 40% -30
4% Non-policy-
blogs
related blogs
45% 6% -39
None of these 13%
France
34

France staffers access social digital media throughout
the work day


81%

72%

58%
53%
47% 47% 49%
45% 45%
43% 43%
42%
38% 38%
34%
32% 32% 30% 32% 30% 32% 32%
26%
23% 32%
26% 25% 25% 25%
25% 25% 23% 23% 23%
21% 21%
19%
17% 17% 17%
15% 15% 15% 15%


France
35

Summary of United Kingdom Staffer Data

2009 2010 Change
2009 2010 Change
BBC 19% 28% +9
% Total Effective

Websites 37% 76% +39 Newspapers 4% 14% +10
Online advertising 6% 32% +26 Research/notes of analysis n/a 14% n/a
Podcasting n/a 32% n/a The New York Times 5% 8% +3
Online videos 4% 30% +26
News sites n/a 8% n/a
Blogging 7% 28% +21
Constituent Member
Blogs 40% 68%
Effectiveness of Inbound Facebook 50% 54%
2009 2010 Change
% Total Effective

E-mails 94% 86% -8
Twitter 46% 58%
Member’s blog/website 18% 70% +52 Text messaging 54% 44%
Mobile interaction 9% 22% +13 Instant messaging 44% 48%
Twitter n/a 24% n/a
Comments posted on
n/a 14% n/a
YouTube 36

The majority of U.K. staffers rarely read blogs or write
original blog posts

30%
30%
social media
20%

Write/
Read
Publish
12%
Policy-related
blogs
30% 12% -18
blogs
12%
Non-policy-
related blogs
30% 4% -26
4%

None of these 44%
United Kingdom
37

All sources follow the same time trends in the U.K.; staffers’
access to online sources increases dramatically
after work

54%
52%
48%
42%
40% 38%
36%
32%
30%
26%
24% 24%
22% 22%

12% 12% 14%
10%
8% 12% 8% 8%
6% 6%
6% 10%
2% 10% 6% 6% 6%
4% 6% 6% 4% 4% 4% 2%
0%

United Kingdom
38

Jere Sullivan
jere.sullivan@edelman.com
+202-772-4035

Sparky Zivin
sparky.zivin@strategyone.net
+202-326-1708

Edelman 2010 Capital Staffers Index Presentation

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