Your SlideShare is downloading. ×
0
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Digital and Public Affairs
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Digital and Public Affairs

664

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
664
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
42
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Content (
  • Who Neelie’s been chatting to in the last few weeks
  • OUTCOMESENGAGEMENTQ/APRESENCEAWARENESSCOALITIONS ETC.
  • More important to citizen’s decision-making than traditional political affiliation
  • Compete for
  • Transcript

    • 1. Digital* The Hague, March 2012*Making it work for you in Public Affairs
    • 2. Today1. Starting point2. Supporting traditional PA activities3. PA+4. Stumbling blocks
    • 3. 1. Starting point
    • 4. What type of issue? “We’ve only got an audience of 1,000” “Only some policy-makers and a few of other stakeholders care about this issue” “This issue isn’t on the public radar and frankly we don’t want it to get there”
    • 5. MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT96% of MEPs visit 92% of MEPs use ainterest group sites search engine every day
    • 6. 2. Supporting traditional PA activities
    • 7. Scope of traditional EU advocacy ii. Establishing i. Communicating relationships with message to policy policy makers + makers and influencers and influencers building alliances iii. Monitoring to keep track of debate and identify engagement opportunities
    • 8. i. Communicating message topolicy makers and influencers
    • 9. MEP survey 201196%www.epdigitaltrends.eu of MEPs 85% of MEPs 78% of MEPs YOUR CONTENTvisit interest read blogs visit Wikipediagroup sites
    • 10. MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT92% of MEPs use asearch engine every day
    • 11. CONTENT* *Presenting your positions onlineDRIVING TRAFFIC* *Ensuring that target audiences view your positions
    • 12. Content: Fleishman
    • 13. Content Brussels best practice: Pesticides
    • 14. Targeted online advertising
    • 15. Key success factors Tactics to ensure you reach your audience Offer Offer value relevance
    • 16. ii. Establishing relationships with policy makers + influencers and building alliances
    • 17. MEP survey 2011 www.epdigitaltrends.eu69% of MEPs use social 34% of MEPs are on ENGAGEMENTnetworks (primarily Twitter (15% growthFacebook) per year)www.epdigitaltrends.eu
    • 18. Ryan Heath: “We’re looking for value in social media… thelobbyists are always the least vocal”
    • 19. Who does Neelie talk to?
    • 20. LinkedIncommunity
    • 21. Dedicated online communities for key stakeholders
    • 22. Key success factors Only bother if you have critical mass Again, Offer offer value relevance
    • 23. iii. Monitoring to identify engagement opportunities & keep track of debate
    • 24. Free tool: tracking blogs and sites on www.netvibes.com
    • 25. Free tool: multiple Twitter activity on www.tweetdeck.com
    • 26. Pay for tool: monitoring on www.radian6.com
    • 27. In summary…
    • 28. 1
    • 29. 2. PA+
    • 30. The constituent consumer 1. What’s in it for me? 2. What matches my values?
    • 31. Personal safety, environmental protection, personalfreedom, well-being etc.
    • 32. More political actors:a pressure group upsurge
    • 33. A new model of influence Centralised powerFew political actorsTechnical arguments Rational Emotional Many political actors Value-based arguments Diffuse power Source: Simon Titley
    • 34. Heard at the EP:“I’m on your side, butmy constituents are not”(nor are the papers and blogs they read)
    • 35. The disciplines… Reputation Government management relations Marketing
    • 36. … are converging Reputation Government management relations Marketing
    • 37. A new PA modelPA in context Communications Public affairs Public affairs = communications that seek to influence the opinion and/or actions of policymakers Government relations Government relations = a PA tactic
    • 38. A new PA model Future?Government relations Public affairs centriccentric model model • Reactive • Proactive • Short term • Long term • Tactic dependent • Tactic agnostic • Issue management • Campaigns • Local/regional • Global
    • 39. Bidding adieu toour comfort zone
    • 40. Meaning what?
    • 41. Think (and act)like campaigners
    • 42. No, our work is not toocerebral to be emotional
    • 43. Where doesdigital fit in?
    • 44. How?Intelligencegathering & Delivery analysis
    • 45. Intelligence Intelligencegathering & → Delivery analysis narrative
    • 46. 3.Stumbling blocks 48
    • 47. Resources 49
    • 48. Control 50
    • 49. We want tobe discrete 51
    • 50. How do I make sureI reach my audience? 52
    • 51. Where do Istart? 53
    • 52. Thanks 54
    • 53. Digital checklist Where do you appear in Google (you and your issue(s)) Your competitors? Is your company/issue(s) Wikipedia page appropriate? How many people are visiting your issue Wikipedia page Do you appear elsewhere i.e. 3rd party content? Are people tweeting about you? For your issue, do you know the top 5 best blogs & Twitter feeds? Email: steffen.thejllmoller@fleishman.com Blog: steffenmoller.wordpress.com

    ×