The	
  Social	
  Web’s	
  Impact	
  	
  
on	
  Public	
  Policy	
  
Jonathan	
  Kopp	
  
Managing	
  Director	
  /	
  Chie...
A	
  Decade	
  of	
  Social	
  Media	
  in	
  Poli<cs	
  
2	
  
Register	
  	
  	
  	
  	
  	
  	
  Donate	
  	
  	
  	
  ...
The	
  New	
  Horserace:	
  Electeds’	
  Likes	
  &	
  Talking	
  About	
  
3	
  
Source:	
  “Congressional	
  Republicans...
Ex-­‐US:	
  Social	
  Web	
  Fuels	
  Popular	
  Uprisings	
  
4	
  
Take	
  It	
  From/To	
  the	
  Top.	
  
5	
  
•  100K	
  signatures	
  in	
  30	
  days	
  for	
  response	
  
(up	
  fro...
Social	
  Web	
  Advocacy	
  Has	
  Reached	
  Maturity.	
  
6	
  
Everyone	
  a	
  Clicktavist	
  
7	
  
ü  MoveOn.org	
  
ü  Avaaz.org	
  
ü  Change.org	
  
ü  Care2.org	
  
ü  Act.l...
Add	
  Accelerant:	
  Thunderclap	
  
8	
  
As	
  Social	
  Standardizes,	
  Staffer	
  Skep<cism	
  Surges.	
  
53%	
  of	
  Hill	
  staffers	
  strongly/agree	
  (25%...
When	
  have	
  signals	
  from	
  the	
  social	
  web	
  	
  
influenced	
  public	
  policy	
  and/or	
  ac<on?	
  	
  
...
11	
  
18	
  January	
  2012	
  -­‐	
  Day	
  of	
  Protest	
  
	
  
•  162	
  million	
  people	
  saw	
  Wikipedia’s	
  ...
SOPA/PIPA	
  Difference	
  Makers	
  
•  Big	
  corporate	
  funders	
  
•  Populist	
  issue	
  
•  Clear	
  message	
  
•...
Results:	
  
ü  President	
  Obama	
  cited	
  ASCE	
  Report	
  Card	
  at	
  Miami	
  port	
  event.	
  
ü  Congress	
...
ASCE	
  Difference	
  Makers	
  
•  Rela5vely	
  obscure	
  driver,	
  but…	
  
•  Large	
  membership	
  organiza5on…	
  
...
Student	
  Ac<vism	
  to	
  White	
  House	
  Ac<on	
  
15	
  
“Perhaps	
  most	
  important,	
  we	
  
need	
  to	
  keep...
SAFER:	
  Difference	
  Makers	
  
•  Student	
  grassroots	
  ac5vists	
  tapped	
  social	
  media	
  to	
  share	
  camp...
Hashtag	
  Deployment	
  
17	
  
“We’re	
  being	
  tweeted	
  into	
  combat,”	
  a	
  military	
  official	
  told	
  NBC	...
#BringBackOurGirls:	
  Difference	
  Makers	
  
•  Urgency	
  
•  Brazen	
  criminal	
  act	
  against	
  sympathe5c	
  vic...
Gun	
  Reform,	
  Round	
  One:	
  #Newtown	
  
19	
  
Though	
  social	
  has	
  helped	
  fuel	
  the	
  gun	
  debate,	...
#Newtown:	
  Lessons	
  Learned	
  
•  Passionate	
  base	
  can	
  make	
  more	
  noise	
  than	
  change;	
  alienate	
...
Re-­‐load:	
  #NotOneMore	
  
21	
  
NRA:	
  Outgunned	
  From	
  Both	
  Sides?	
  
22	
  
NRA	
  Statement,	
  30	
  May	
  2014:	
  
	
  
….	
  If	
  we	
  ...
NIMBY:	
  Single-­‐Family	
  Rental	
  Homes	
  
23	
  
YIMBY:	
  Na<onal	
  Rental	
  Home	
  Council	
  
24	
  
Social	
  media	
  can	
  drive	
  government	
  ac<on,	
  	
  
but	
  specific	
  condi<ons	
  are	
  typically	
  require...
Social	
  Media	
  Is	
  Key	
  Ingredient,	
  	
  
Not	
  a	
  Silver	
  Bullet	
  
26	
  
	
  
Fundamentals	
  of	
  effe...
The	
  Social	
  Web’s	
  Impact	
  	
  
on	
  Public	
  Policy	
  
Jonathan	
  Kopp	
  
Managing	
  Director	
  /	
  Chie...
Upcoming SlideShare
Loading in …5
×

The Social Web's Impact on Politics and Public Policy

2,956 views
2,917 views

Published on

A presentation about the impact of social media advocacy & activism on politics & public policy, by Jonathan Kopp, Chief Interactive Strategist & Managing Director, The Glover Park Group [ gloverparkgroup.com ], at the Washington, DC office of McKenna Long & Aldridge on 03 June 2014.

Published in: Social Media
3 Comments
1 Like
Statistics
Notes
  • For more information on additional beneficial effects of clicktavism, check this out:

    http://techpresident.com/news/wegov/25109/hashtag-activism-has-profound-psychological-effects-movement-creators-participants
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I would love that, Jonathan! Will flip to email to find a time.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hey JK, I'll be happy to talk you through this, if you want. My deck is very visual, so it might benefit from VO.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
2,956
On SlideShare
0
From Embeds
0
Number of Embeds
100
Actions
Shares
0
Downloads
11
Comments
3
Likes
1
Embeds 0
No embeds

No notes for slide

The Social Web's Impact on Politics and Public Policy

  1. 1. The  Social  Web’s  Impact     on  Public  Policy   Jonathan  Kopp   Managing  Director  /  Chief  Interac5ve  Strategist     The  Glover  Park  Group   03  June  2014    @jonathankopp  
  2. 2. A  Decade  of  Social  Media  in  Poli<cs   2   Register              Donate              Volunteer              Vote              Share   2004   2008   2014  
  3. 3. The  New  Horserace:  Electeds’  Likes  &  Talking  About   3   Source:  “Congressional  Republicans  have  more  Facebook  fans,     but  Democrats  are  more  energized,”  Washington  Post,  4/28/14  
  4. 4. Ex-­‐US:  Social  Web  Fuels  Popular  Uprisings   4  
  5. 5. Take  It  From/To  the  Top.   5   •  100K  signatures  in  30  days  for  response   (up  from  5K  when  launched  in  2011).   •  Post-­‐Newtown  gun  control  pe55on   (12/12/12),  neZed  100K  sigs.  in  1  day.   •  10  MM  users  &  15  MM  signatures.   •  WH  has  responded  to  200+  pe55ons.     Construc5ve  Engagement  
  6. 6. Social  Web  Advocacy  Has  Reached  Maturity.   6  
  7. 7. Everyone  a  Clicktavist   7   ü  MoveOn.org   ü  Avaaz.org   ü  Change.org   ü  Care2.org   ü  Act.ly  
  8. 8. Add  Accelerant:  Thunderclap   8  
  9. 9. As  Social  Standardizes,  Staffer  Skep<cism  Surges.   53%  of  Hill  staffers  strongly/agree  (25%  are  “not  sure”)     that  iden<cal  form  communica<ons  are  sent  without   cons<tuents’  knowledge  or  approval.     Only  22%  believe  that  messages  actually  reflect   cons<tuent  communica<on.     [Source:  Congressional  Management  Founda5on's  2011  Communica)ng  with  Congress  report]   9  
  10. 10. When  have  signals  from  the  social  web     influenced  public  policy  and/or  ac<on?       What  can  we  learn  from  them?     10  
  11. 11. 11   18  January  2012  -­‐  Day  of  Protest     •  162  million  people  saw  Wikipedia’s   blacked-­‐out  message,  “Imagine  a  world   without  free  knowledge.”   •  70,000  smaller  websites,  including  those  of   companies,  advocacy  groups  &  individuals,   “went  dark”  or  posted  support  messages.   •  4.5  million  people  signed  Google’s  pe55on.   •  2.4  million  tweets  in  one  day.     •  Hundreds  of  thousands  of  emails  &  calls  to   Congress.   •  100K+  signatures  on  a  WeThePeople  site.   •  70,000  people  added  an5-­‐SOPA/PIPA   badges  to  their  TwiZer,  Facebook  &   Google+  avatars.   SOPA/PIPA:  Legisla<on  Swigly  Killed         The  Stop  Online  Piracy  Act  (SOPA)  was  opposed  by  Google,  Microsog,  Facebook,  Twijer,     Reddit,  Wikipedia,  Cheezburger  Network,  WordPress,  Mozilla,  among  others.  
  12. 12. SOPA/PIPA  Difference  Makers   •  Big  corporate  funders   •  Populist  issue   •  Clear  message   •  Technology  leaders  with  most  trafficked  websites   •  Highly  coordinated,  integrated  tac5cal  ac5vity   •  Innova5ve  approach   •  Call  to  ac5on   12  
  13. 13. Results:   ü  President  Obama  cited  ASCE  Report  Card  at  Miami  port  event.   ü  Congress  enacted  Water  Resources  Reform  &  Dev.  Act  for  1st  <me  in  7  years.   ü  Forward  mo5on  on  the  highway  bill.   ASCE:  America’s  Infrastructure  Report  Card   13  
  14. 14. ASCE  Difference  Makers   •  Rela5vely  obscure  driver,  but…   •  Large  membership  organiza5on…   •  With  assets  in  every  state  &  county  in  the  country   •  Enabled  localized  &  spot  market  targe5ng   •  Clear  message:  from  important  to  urgent   •  Data  based  integrated  campaign   •  Tried  &  true  tac5c  (report  card)  with  innova5ve  twist  (app)  &   crea5vity  (infographics)   •  Endorsement  from  top  influencers  (White  House,  Colbert,  etc.)   14  
  15. 15. Student  Ac<vism  to  White  House  Ac<on   15   “Perhaps  most  important,  we   need  to  keep  saying  to  anyone     out  there  who  has  ever  been   assaulted:  you  are  not  alone.     We  have  your  back.  I’ve  got     your  back.”     –  President  Barack  Obama,          22  January  2014   C   A   U   S   E   E   F   F   E   C   T  
  16. 16. SAFER:  Difference  Makers   •  Student  grassroots  ac5vists  tapped  social  media  to  share  campus   assault  news,  data  &  reports.   •  Programma5c  approach,  coordinated  with  like-­‐minded  organiza5ons.   •  Evidence-­‐based:   •  Na5onal  study  in  early  2013  about  an5-­‐rape  ac5vists,  accompanied  by  a  series  of   blog  posts  and  promo5on  across  the  social  web.   •  2nd  na5onal  study  5med  to  start  of  2013-­‐2014  school  year  analyzed  300  school   sexual  assault  policies;  promoted  across  the  social  web.   •  Influen5al  champions:  Sen.  Gillibrand,  VP  Biden  &  President  Obama.   16  
  17. 17. Hashtag  Deployment   17   “We’re  being  tweeted  into  combat,”  a  military  official  told  NBC  News.   #BringBackOurGirls   Clicktavism:   1  million  signatures  on  Change.org.   1  million  tweets  featuring   #BringBackOurGirls  in  early  May,   including  Michelle  Obama,  Hillary   Clinton  &  scores  of  celebs.     Results  to  date:     State  Dept.,  FBI,  DoD  commit   resources,  equipment,  personnel  &   poli5cal  pressure.  President  Obama   ready  to  appropriate  $5  billion  at   the  request  of  Congress.    
  18. 18. #BringBackOurGirls:  Difference  Makers   •  Urgency   •  Brazen  criminal  act  against  sympathe5c  vic5ms   •  Authen5c  outrage  &  concern  among  grassroots   •  Size  &  speed  of  popular  response   •  Influen5al  voices  championing  the  cause   18  
  19. 19. Gun  Reform,  Round  One:  #Newtown   19   Though  social  has  helped  fuel  the  gun  debate,  it  has  yet  to   produce  many  tangible  policy  change  results.       •  Funding:  More  than  $18  MM  raised  to  date  from  more  than   218,000  contribu5ons,  with  more  than  half  of  it  coming  from   people  dona5ng  online  in  amounts  of  less  than  $200.   •  Analy<cs:  iden5fying  the  people  who  are  the  most  outspoken   and  targe5ng  them  specifically,  and  iden5fying  that  unlikely   groups  of  people  such  as  veterans  are  pro-­‐gun  control.   •  Communica<on:  organiza5ons  can  quick  and  easy  to  talk  to   cons5tuencies  at  mass.  
  20. 20. #Newtown:  Lessons  Learned   •  Passionate  base  can  make  more  noise  than  change;  alienate   opposi5on  and  moveable  middle   •  Fragmented  coali5on   •  Lack  of  clear,  agreed  upon  goals   •  Spokesperson  maZers   •  No  quick  or  easy  wins  against  entrenched,  funded  opposi5on   20  
  21. 21. Re-­‐load:  #NotOneMore   21  
  22. 22. NRA:  Outgunned  From  Both  Sides?   22   NRA  Statement,  30  May  2014:     ….  If  we  exercise  poor  judgment,  our  decisions  will  have  consequences  … such  as  turning  an  undecided  voter  into  an  an<gun  voter  because  of   causing  that  person  fear  or  offense.       Recently,  demonstrators  have  been  showing  up  in  various  public  places,   including  coffee  shops  and  fast  food  restaurants,  openly  to5ng  a  variety   of  tac5cal  long  guns….       ….  while  unlicensed  open  carry  of  long  guns  is  also  typically  legal  in  most   places,  it  is  a  rare  sight  to  see  someone  sidle  up  next  to  you  in  line  for   lunch  with  a  7.62  rifle  slung  across  his  chest,  much  less  a  whole  gaggle   of  folks  descending  on  the  same  public  venue  with  similar  arms.     Let's  not  mince  words,  not  only  is  it  rare,  it's  downright  weird  and   certainly  not  a  prac5cal  way  to  go  normally  about  your  business  while   being  prepared  to  defend  yourself.  To  those  who  are  not  acquainted   with  the  dubious  prac<ce  of  using  public  displays  of  firearms  as  a  means   to  draw  aZen5on  to  oneself  or  one's  cause,  it  can  be  downright  scary.  It   makes  folks  who  might  normally  be  perfectly  open-­‐minded  about   firearms  feel  uncomfortable  and  ques<on  the  mo<ves  of  pro-­‐gun   advocates.   Open  Carry  Texas,  Gun  Rights  Across  America,  Come  &  Take  It  
  23. 23. NIMBY:  Single-­‐Family  Rental  Homes   23  
  24. 24. YIMBY:  Na<onal  Rental  Home  Council   24  
  25. 25. Social  media  can  drive  government  ac<on,     but  specific  condi<ons  are  typically  required.   PUBLIC   INFLUENCERS   Bojom-­‐up:   Grassroots  groundswell   Top-­‐down:   Engaged  celebri5es  from   poli5cs,  entertainment  &  sports   Tipping   Point     CHANGE    
  26. 26. Social  Media  Is  Key  Ingredient,     Not  a  Silver  Bullet   26     Fundamentals  of  effec<ve  communica<ons:   Analy<cs  &  Insight   Strategy   Message   Content   Targe<ng   STRATEGIC  APPROACH   Paid   Owned     Earned   INTEGRATED  TACTICS  (online  and  off)    +  
  27. 27. The  Social  Web’s  Impact     on  Public  Policy   Jonathan  Kopp   Managing  Director  /  Chief  Interac5ve  Strategist     The  Glover  Park  Group   03  June  2014    @jonathankopp  

×