Digital Tools in Public Affairs European Agenda Summit, 3 December 2008

The Obama effect "In a lot of ways, the Dean campaign was like the Wright brothers. Four years later, we're watching the Apollo project," Joe Trippi, who ran Howard Dean's 2004 campaign “ That, I think, was probably one of the biggest surprises of the campaign, just how powerfully our message merged with the social networking and the power of the Internet.” President-elect Obama

Using the tools

It’s your campaign

Learnings Why? Recognised the changed landscape Willing to relinquish control Integrated with message, man and overall campaign Results? Drove the message Created an unparalleled database of supporters Gathered unheard of amounts of funding Challenges? Social media presidency? The tail wagging the dog?

Why?

Recognised the changed landscape

Willing to relinquish control

Integrated with message, man and overall campaign

Results?

Drove the message

Created an unparalleled database of supporters

Gathered unheard of amounts of funding

Challenges?

Social media presidency?

The tail wagging the dog?

So what?

Informing the debate More than half of Europeans use internet on a regular basis 79% of Europeans use Google to search the internet Indirect influence Direct influence Ensure you have an established web presence on your issues

More than half of Europeans use internet on a regular basis

79% of Europeans use Google to search the internet

Indirect influence

Direct influence

Ensure you have an established web presence on your issues

Driving your message online Commission’s “Film Lovers Will Love This” 7.3m views since June 2007 2 nd highest video on a daily basis even today National media pick up Viral – shock, dissonance Clear message

Commission’s “Film Lovers Will Love This”

7.3m views since June 2007

2 nd highest video on a daily basis even today

National media pick up

Viral – shock, dissonance

Clear message

Engaging the blogosphere 11.5% of MEPs are bloggers Commissioner bloggers Monitor: an extension to what you are already doing Identify: who’s important? Leverage: engage in dialogue to amplify your message

11.5% of MEPs are bloggers

Commissioner bloggers

Monitor: an extension to what you are already doing

Identify: who’s important?

Leverage: engage in dialogue to amplify your message

Motivating others

Where does digital fit? Know React Shape Digital Digital Digital

Opportunities & Challenges Early warning Another channel for your message Find new advocates Use emotion as well as facts Meeting people works best Transparency and control Familiarity with tools Joined up thinking required Multilingualism

Early warning

Another channel for your message

Find new advocates

Use emotion as well as facts

Meeting people works best

Transparency and control

Familiarity with tools

Joined up thinking required

Multilingualism

7 things you should do next week Search for the issues that matter to you www.google.com Search for blogs that write about the issues that matter to you www.technorati.com Set up a netvibes page with feeds from blogs above www.netvibes.com Join a social network www.facebook.com www.linkedin.com Sign an online petition www.avaaz.org Create an avatar www.secondlife.com Read a year and a half worth of our posts www.pagoesdigital.wordpress.com

Search for the issues that matter to you

www.google.com

Search for blogs that write about the issues that matter to you

www.technorati.com

Set up a netvibes page with feeds from blogs above

www.netvibes.com

Join a social network

www.facebook.com

www.linkedin.com

Sign an online petition

www.avaaz.org

Create an avatar

www.secondlife.com

Read a year and a half worth of our posts

www.pagoesdigital.wordpress.com

Digital Public Affairs 3 December 2008