Digital Tools in Public Affairs


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Presentation given at European Agenda Summit on Digital Tools in Public Affairs in a Brussels context.

Digital Tools in Public Affairs

  1. 1. Digital Tools in Public Affairs European Agenda Summit, 3 December 2008
  2. 2. 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
  3. 3. Using the tools
  4. 4. It’s your campaign
  5. 5. Learnings <ul><li>Why? </li></ul><ul><ul><li>Recognised the changed landscape </li></ul></ul><ul><ul><li>Willing to relinquish control </li></ul></ul><ul><ul><li>Integrated with message, man and overall campaign </li></ul></ul><ul><li>Results? </li></ul><ul><ul><li>Drove the message </li></ul></ul><ul><ul><li>Created an unparalleled database of supporters </li></ul></ul><ul><ul><li>Gathered unheard of amounts of funding </li></ul></ul><ul><li>Challenges? </li></ul><ul><ul><li>Social media presidency? </li></ul></ul><ul><ul><li>The tail wagging the dog? </li></ul></ul>
  6. 6. So what?
  7. 7. Informing the debate <ul><li>More than half of Europeans use internet on a regular basis </li></ul><ul><li>79% of Europeans use Google to search the internet </li></ul><ul><li>Indirect influence </li></ul><ul><li>Direct influence </li></ul><ul><li>Ensure you have an established web presence on your issues </li></ul>
  8. 8. Driving your message online <ul><li>Commission’s “Film Lovers Will Love This” </li></ul><ul><ul><li>7.3m views since June 2007 </li></ul></ul><ul><ul><li>2 nd highest video on a daily basis even today </li></ul></ul><ul><li>National media pick up </li></ul><ul><li>Viral – shock, dissonance </li></ul><ul><li>Clear message </li></ul>
  9. 9. Engaging the blogosphere <ul><li>11.5% of MEPs are bloggers </li></ul><ul><li>Commissioner bloggers </li></ul><ul><li>Monitor: an extension to what you are already doing </li></ul><ul><li>Identify: who’s important? </li></ul><ul><li>Leverage: engage in dialogue to amplify your message </li></ul>
  10. 10. Motivating others
  11. 11. Where does digital fit? Know React Shape Digital Digital Digital
  12. 12. Opportunities & Challenges <ul><li>Early warning </li></ul><ul><li>Another channel for your message </li></ul><ul><li>Find new advocates </li></ul><ul><li>Use emotion as well as facts </li></ul><ul><li>Meeting people works best </li></ul><ul><li>Transparency and control </li></ul><ul><li>Familiarity with tools </li></ul><ul><li>Joined up thinking required </li></ul><ul><li>Multilingualism </li></ul>
  13. 13. 7 things you should do next week <ul><li>Search for the issues that matter to you </li></ul><ul><ul><li> </li></ul></ul><ul><li>Search for blogs that write about the issues that matter to you </li></ul><ul><ul><li> </li></ul></ul><ul><li>Set up a netvibes page with feeds from blogs above </li></ul><ul><ul><li> </li></ul></ul><ul><li>Join a social network </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Sign an online petition </li></ul><ul><ul><li> </li></ul></ul><ul><li>Create an avatar </li></ul><ul><ul><li> </li></ul></ul><ul><li>Read a year and a half worth of our posts </li></ul><ul><ul><li> </li></ul></ul>
  14. 14. Digital Public Affairs 3 December 2008