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Helmut Metzner on Liberal e-Democracy
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Helmut Metzner on Liberal e-Democracy

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  • 1. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs FDP Liberal e-Democracy: Digital media in the communications strategy and practice of the FDP
  • 2. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Our Brand Identity Brand Essence: liberal optimistic modern
    • Values & Attributes:
    • honesty
    • clearness
    • self-confidence
    • tolerance
    • diversity
    • humanity
    Performances & Benefits: - liberalism - free market economy - individuality - transparency - willingness to perform - citizen-orientated - enthusiasm - reliability - substance/content Campaigning for political success Strategy Campaigns Tools
  • 3. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Campaigning for political success Strategy Campaigns Tools Our Brand Identity Brand Essence: liberal optimistic modern
    • Values & Attributes:
    • honesty
    • clearness
    • self-confidence
    • tolerance
    • diversity
    • humanity
    Performances & Benefits: - liberalism - free market economy - individuality - transparency - willingness to perform - citizen-orientated - enthusiasm - reliability - substance/content Our Strategy
  • 4. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Campaigning for political success Strategy Campaigns Tools Our Strategy
    • to initiate election and permanent campaigning
    • to intensify personification
    • to communicate goals and values constantly
    • to extend political issues and political goals
    • to enthuse and stimulate new target groups
    • to be an active part at all political levels
    • to offer a lot of opportunities to get into dialogue with us
  • 5. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Campaigning for political success Strategy Campaigns Tools Our Strategy
    • to initiate election and permanent campaigning
    • to intensify personification
    • to communicate goals and values constantly
    • to extend political issues and political goals
    • to enthuse and stimulate new target groups
    • to be an active part at all political levels
    • to offer a lot of opportunities to get into dialogue with us
    Brand essence and strategy charaterize all campaigns and implementation of measures and tools.
  • 6. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs 433 reports about in Deutschland… … only 2 reports about FDP! Campaigning for political success Strategy Campaigns Tools
  • 7. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Our liberal family: More activities than ever! Press releases: Nationwide events: Parliamentary proposals/initiatives: 319 über 100 ca. 180 Campaigning for political success Strategy Campaigns Tools
  • 8. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Campaigning for political success Strategy Campaigns Tools Our Campaigns: Election for the German Bundestag 2005 Classical election campaign dominated by personification and goals.
  • 9. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Campaigning for political success Strategy Campaigns Tools Our Campaigns: "Selbstdenker " – Kampagne ( " self-thinker " campaign) Testemonial campaign via internet to gain new party members.
  • 10. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Campaigning for political success Strategy Campaigns Tools Our Campaigns Permanent campaigns constantly evoke awareness for liberal politics.
  • 11. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs
    • new types of membership
    • vivid grass roots campaigning
    • campaigning as main instrument
    • party networks for individual benefit
    • Ausbau der Vorfeldarbeit
    • Umbau der Geschäftsstellenarbeit
    • modern workshops
    • improving party regulations/law
    • national organisation –
    • federal agenda setting
    • political framework
    Campaigning for political success Strategy Campaigns Tools On the road to a people‘s movement: Commission Parteireform!
  • 12. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Campaigning for political success Strategy Campaigns Tools A success story: Nr. 1 source of information
  • 13. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Campaigning for political success Strategy Campaigns Tools Tools: Internet Portal www.fdp.de Success story: "Portal Liberal“ is the entrance area to substantial information and various dialogue opportunities.
  • 14. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Campaigning for political success Strategy Campaigns Tools Tools: my.fdp.de " My.fdp " is our virtual community that provides services, tools for self-presentation of members, information, forums and competitions.
  • 15. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs It is worth joining the fdp – not only politically. Campaigning for political success Strategy Campaigns Tools
  • 16. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Individual Newsletter Campaigning for political success Strategy Campaigns Tools
  • 17. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs X X X X Campaigning for political success Strategy Campaigns Tools
  • 18. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Campaigning for political success Strategy Campaigns Tools Tools: You Tube Channel The FDP You Tube Channel helps to spread liberal beliefs. User can directly get into dialogue.
  • 19. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Campaigning for political success Strategy Campaigns Tools Tools: Special events for special target groups, chats and service lines to stay in touch.
  • 20. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Most growing mempership! 2.159 new members competing parties loose members, liberals grow
  • 21. Political Communications in the IT-Age, 4 December 2007 Helmut Metzner, Head Department of Political and International Affairs Campaigning for political success Strategy Campaigns Tools FDP Thank you for listening! Any questions? Good success with your campaigning!