120105 präsentation bew_sm_politics


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lecture at Business School FHNW on social media and politics

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  • Page statistics are all Khaled Said in 2011: =========================== More than 2 billion and 600 million views of what is written on the page More than 24 million members and the interaction between the page in the form of admiration or comments ------------------------------------- On 11 February: - About the 300 thousand impressive day for the publication of - A more than 177 comments written by Members =========================== We thank you for your trust dear .. We ask God that we live up to the responsibility .. Freedom .. Social justice .. Human dignity .. The revolution continues .. The revolution will win ..
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  • 120105 präsentation bew_sm_politics

    1. 1. Social Media & Politics Call to action Olten, january 5th 2012 Béatrice Wertli, Consultant By the way communications AG, Berne
    3. 3. Béatrice Wertli <ul><li>Mail: b.wertli@byt heway.ch </li></ul><ul><li>Web: www.beatric ewertli.ch </li></ul><ul><li>Job: Consultant co mmunication </li></ul><ul><li>Politics: Member o f parliament, City of Berne </li></ul><ul><li>Other: Family, spor ts </li></ul>
    4. 4. #25jan
    5. 8. Top most followed <ul><li>@ladygaga 17.419.748 </li></ul><ul><li>@justinbieber 15.889.559 </li></ul><ul><li>@kateperry 13.285.429 </li></ul><ul><li>@KimKardashian 12,175,997 </li></ul><ul><li>@britneyspears 12,084,428 </li></ul><ul><li>@shakira 11,982,318 </li></ul><ul><li>@barackobama 11.678.854 </li></ul><ul><li>@rihanna 11,184,796 </li></ul><ul><li>http://twittercounter.com/pages/100 </li></ul>
    6. 9. Top most popular facebook pages <ul><li>Texas Hold'em Poker 43 ,960,801 </li></ul><ul><li>Facebook 43 ,672,034 </li></ul><ul><li>Eminem 38,782,0 86 </li></ul><ul><li>YouTube 36,808,9 61 </li></ul><ul><li>Lady Gaga 36 ,654,613 </li></ul><ul><li>Rihanna 35 ,772,585 </li></ul><ul><li>Michael Jackson 34 ,601,787 </li></ul><ul><li>Shakira 32, 120,798 </li></ul><ul><li>www.faceb ook.com </li></ul>
    7. 10. Goals <ul><li>Students get to know the Social Media instruments used for political issues and </li></ul><ul><li>Students understand how Social Media influences Politics. </li></ul><ul><li>Students know to differentiate between political movement and political campaigning. </li></ul><ul><li>Enable students to integrate the dimension of political Social Media into an overall PR concept. </li></ul>
    8. 11. Actors <ul><li>People: civil organisations, free groups, indivduals </li></ul><ul><li>Government </li></ul><ul><li>Politics: Politicians, parties </li></ul>
    9. 12. Arab spring <ul><li>« a series of anti-government uprisings in various countries in North Africa and the Middle East, beginning in Tunisia in December 2010.» </li></ul><ul><li>Oxford Dictionaries </li></ul>
    10. 13. Arab spring: how <ul><li>«The protests have shared techniques of civil resistance in sustained campaigns involving strikes, demonstrations, marches and rallies, as well as the use of social media to organize, communicate, and raise awareness in the face of state attempts at repression and Internet censorship .» </li></ul><ul><li>Wikipedia </li></ul>
    11. 14. Arab spring: settings <ul><li>educated but dissatisfied youth within the population </li></ul><ul><li>One goal: „the people want to bring down the regime“ </li></ul><ul><li>Refusal to accept the status quo: Dictatorship, unemployment, insufficient transparency, concentration of wealth in the hands of autocrats </li></ul><ul><li>Not an entirely new phenomenon, but a new dimension </li></ul>
    12. 15. «We use facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world.»
    13. 16. The faces of Egypt ' s „Revolution 2.0“_I <ul><li>A (now famous) Facebook page was organizing people in Egypt well before protests broke out in January 2011 </li></ul><ul><li>Five anonymous people administer a Facebook page that helped fuel Egypt protests </li></ul><ul><li>They communicated over the internet to avoid detection by police </li></ul><ul><li>A Facebook event was created for January 25, the first day or protests „&quot;The Day of the Revolution Against Torture, Poverty, Corruption and Unemployment.&quot; „ </li></ul><ul><li>Over 100‘000 people clicked „yes“ on the invite </li></ul>
    14. 17. The faces of Egypt ' s „Revolution 2.0“_II
    15. 18. Penetration Social Media <ul><li>Middle East </li></ul><ul><ul><li>72,497,466 Internet users, 33.5% of the population. </li></ul></ul><ul><ul><li>16,125,180 Facebook users, 7.5% penetration rate. </li></ul></ul><ul><li>Africa </li></ul><ul><ul><li>118,848,060 Internet users, 11.5% penetration rate. </li></ul></ul><ul><ul><li>30,665,460 Facebook users, 3.0% penetration rate. </li></ul></ul><ul><li>Egypt </li></ul><ul><ul><li>20,136,000 Internet users, 24.5% of the population, </li></ul></ul><ul><ul><li>7,295,240 Facebook users, 8.9% penetration rate. </li></ul></ul><ul><li>Europe </li></ul><ul><ul><li>476,278,755 Internet users, 58.3% penetration </li></ul></ul><ul><ul><li>208,907,040 Facebook users, 25.6% penetration rate. </li></ul></ul><ul><li>Switzerland </li></ul><ul><ul><li>6,152,000 Internet users, 80.5%. </li></ul></ul><ul><ul><li>2,655,920 Facebook users , 34.7% penetration rate. </li></ul></ul><ul><ul><li>www.internetworldstats.com </li></ul></ul>
    16. 19. «Certainly, technology was a vital tool in their efforts but we believe their bravery and determination mattered most.» Elliot Schrage Vice President, Facebook
    17. 20. Discussion <ul><li>The role of Social Media in the Arab Spring </li></ul><ul><li>Revolution, upraising: how to make it work? </li></ul><ul><li>The limits of Social Media in a Revolution </li></ul><ul><li>The risks of Social Media </li></ul><ul><li>Political reality after the revolution </li></ul><ul><li>http://www.youtube.com/watch?v=wf0JF-Psy6U&feature=fvsr </li></ul>
    18. 21. «In Social Networks, Fukushima has abruptly triggered a tsunami, that brought the fb-pages of the major anti-nuclear NGOs tens of thousands of new fans and thus contributed to a significant mobilization of citizens »
    19. 22. Germany: nuclear phaseout_setting <ul><li>Germanys government nuclear friendly </li></ul><ul><li>After Fukushima – political U-turn. Merkel announces nuclear phaseout. </li></ul><ul><li>200‘500 people on the street </li></ul><ul><li>„ What voters want“ </li></ul>
    20. 24. Discussion on „nuclear“ in Germany SM2 Studie „Atomausstieg und Energiewende“ Fukushima Decision by gov
    21. 25. Fukushima-discussions Europe SM2 Studie „Atomausstieg und Energiewende“
    22. 26. German Forums with most discussions SM2 Studie „Atomausstieg und Energiewende“
    23. 28. Civil protests and political consequences <ul><li>Sucess factors </li></ul><ul><ul><li>„ Dead line“ </li></ul></ul><ul><ul><li>Mobilization </li></ul></ul><ul><ul><li>Trend </li></ul></ul><ul><ul><li>Engaging media (journalists) </li></ul></ul><ul><li>Challenges </li></ul><ul><ul><li>Sustainability </li></ul></ul><ul><ul><li>Virality (getting „off hand“) </li></ul></ul>
    24. 30. Who is this man?
    25. 34. <ul><li>«Facebook and other social media tools viewed as having greater political impact than in-person advocacy» </li></ul>
    26. 35. Campaigning_Settings <ul><li>How do you get people to invest in your products or services when they… </li></ul><ul><ul><li>Have never heard of you </li></ul></ul><ul><ul><li>Don‘t have any affinity to you </li></ul></ul><ul><ul><li>Don‘t live near you </li></ul></ul><ul><ul><li>Have no reason to listen to you when you speak </li></ul></ul><ul><ul><li>Have other, more familiar options offering similar goods or services? </li></ul></ul>
    27. 36. How this guy becomes…
    28. 37. Facebook supporters 1 Million Obama vs. 158k Clinton YouTube Videos 2‘000 Obama vs. 750 Clinton
    29. 38. Campaigning_Goals <ul><li>Fundraising </li></ul><ul><li>Rally supporters </li></ul><ul><li>Engaging voters </li></ul><ul><li>Foster transparency </li></ul><ul><li>Create unique relationships with supporters and </li></ul><ul><li>Within supporters </li></ul><ul><li>But first of all: BECOMING PRESIDENT OF THE USA </li></ul>
    30. 39. Campaigning_Strategy <ul><li>Know your target group </li></ul><ul><li>Know your USP </li></ul><ul><li>Expert Team </li></ul>
    31. 40. Winning the presidetial election 2.0 anitra-eggler.com
    32. 41. Example: announcment 2012 vs.
    33. 42. Political power of social media <ul><li>Real time legislating </li></ul>“ Above all, it has helped me to gain credibility with voters. When I say that I’m a principled, consistent conservative, people know that it’s true. They can see it, and they can tell from our discussions that I’m actually reading the bills.” «facebook is a precious additional marketing tool - and for free.» HC Strache – over 100’000 fans
    34. 44. To put it into perspective…
    35. 45. The Power of democracy <ul><li>http://www.youtube.com/watch?v=1vrczoLm7Es </li></ul>
    36. 46. How to get involved
    37. 47. Online Petition
    38. 48. Successfull online petitions http://www.youtube.com/watch?v=TMowhQnlaLo&feature=related <ul><li>The “ASK” is Compelling and Achievable. </li></ul><ul><li>The Petition is delivered directly to the target. </li></ul><ul><li>Social media tools are used to get the word out and recruit supporters. </li></ul><ul><li>The online petition is followed up by offline action. </li></ul>
    39. 49. Create your online petition <ul><li>Compelling issue </li></ul><ul><li>Find a tool </li></ul><ul><li>Set up a communications strategy </li></ul><ul><li>Work ! </li></ul>
    40. 50. 90-9-1 rule 1% opinion leaders and 90% influencers
    41. 51. When politics reaches business
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