Social Media And Politics in Canada (4/21/09)


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Talk at Miles S. Nadal Management Centre in the Ernst & Young Tower of the Toronto Dominion Centre on April 21, 2009 to marketing managers on the use of social media in politics.

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  • Social Media And Politics in Canada (4/21/09)

    1. 1. Social Media and Canadian Politics Omar Ha-Redeye AAS, BHA(Hons.), CNMT, RT(N)(ARRT), J.D. Candidate Miles S. Nadal Management Centre Ernst & Young Tower Toronto Dominion Centre April 21, 2009
    2. 2. Agenda <ul><li>Social media in </li></ul><ul><ul><li>fundraising </li></ul></ul><ul><ul><li>relationships </li></ul></ul><ul><ul><li>reputations </li></ul></ul>
    3. 3. Internet Users Around the World Source: Wikipedia (Image:Internet users en 2007.PNG)‏
    4. 4. Who Here Uses Social Media? <ul><li>MySpace (‏ </li></ul><ul><li>Flickr (‏ </li></ul><ul><li>Digg (‏ </li></ul><ul><li>Delicious (‏ </li></ul><ul><li>LinkedIn (‏ </li></ul><ul><li>Wikipedia (‏ </li></ul><ul><li>Facebook (‏ </li></ul><ul><li>YouTube (‏ </li></ul><ul><li>Twitter (‏ </li></ul><ul><li>Blogs </li></ul>
    5. 5. Duplicating Obama’s Success <ul><li>Opted out of public funding </li></ul><ul><ul><li>First candidate to do so since post-Watergate laws in 70’s </li></ul></ul><ul><li>Led to largest political fundraising ever </li></ul><ul><ul><li>The $5 philanthropist </li></ul></ul><ul><ul><li>Raised $650 million, plus DNC funds </li></ul></ul><ul><li>Social media essential for fundraising </li></ul><ul><li>Allowed him to out-advertise McCain </li></ul><ul><ul><li>primarily on television; still primary media </li></ul></ul>
    6. 6. Differences in Canada <ul><li>Largely a publicly-financed system </li></ul><ul><li>Canadians finance federal political parties in three different ways: </li></ul><ul><ul><li>tax deductions for donations to parties; 75% amount donated </li></ul></ul><ul><ul><li>direct refunds of some campaign expenses for candidates receiving over 10% of the vote </li></ul></ul><ul><ul><li>per-vote subsidy of presently $1.95 per vote </li></ul></ul><ul><ul><ul><li>Proposal to reduce this amount in upcoming budget led to non-confidence crisis </li></ul></ul></ul><ul><li>&quot;cap and gap&quot; - upper limit on spending/ electorate </li></ul>
    7. 8. Use by Political Parties in Canada <ul><li>Official Party content only </li></ul><ul><li>Supplemented by candidate sites/accounts </li></ul><ul><ul><li>May or may not adhere to Party templates/ guidelines </li></ul></ul><ul><ul><li>Garth Turner caucus suspension (2006)‏ </li></ul></ul>    X     Other   X         Blog   X   X Friend Feed         X Digg Account   X X   X YouTube Channel       X X MySpace X   X X X Twitter Account (French)‏ X X X X X Twitter Account (English)‏     X X X Flickr     X X X Facebook X X X X X Website Bloc Québécois Green Party NDP Liberals Tories  
    8. 9. Citizen Blogger Alliances <ul><li>Blogging Tories ( </li></ul><ul><ul><li>300 blogs, avg. 3,000 readers/day </li></ul></ul><ul><ul><li>Gomery Inquiry, leaked to American blogger, publication ban lifted </li></ul></ul><ul><li>Liblogs (‏ </li></ul><ul><ul><li>Highly influential during Liberal Leadership </li></ul></ul><ul><li>New Democrats Online ( )‏ </li></ul><ul><ul><li>Formerly Blogging Dippers </li></ul></ul><ul><li>Progressive Bloggers (‏ </li></ul><ul><li>Green Bloggers – Dead (‏ </li></ul>
    9. 10. Obama’s Social Media <ul><li>Tapped into existing support communities </li></ul><ul><ul><li>Requested control of largest Facebook group </li></ul></ul><ul><li>Provided scoops to supporters </li></ul><ul><ul><li>Text message on Biden choice before the press conference </li></ul></ul><ul><ul><li>Created value to users </li></ul></ul><ul><li>Dominated social media outlets </li></ul><ul><ul><li>Twitter </li></ul></ul>
    10. 13. Twitter’s Largest, On Ice
    11. 17. Twitter <ul><li>“ You can't ignore politics, no matter how much you'd like to.”  - Molly Ivins </li></ul><ul><li>Social media is an ongoing relationship </li></ul><ul><ul><li>Ignore your supporters at your own expense </li></ul></ul><ul><li>Post-election content </li></ul><ul><ul><li>New website, </li></ul></ul><ul><ul><li>Weekly addresses on YouTube </li></ul></ul>
    12. 18. Shortened URLs <ul><li>Essential for driving traffic with tweets or status updates </li></ul><ul><li>Many services now have tracking functions </li></ul><ul><li>Increases SEO when popular </li></ul><ul><li>First: </li></ul><ul><li>“ Best:” , , , </li></ul><ul><ul><li>Tracking functions </li></ul></ul>
    13. 19. YouTube Becoming Bigger than TV <ul><li>NBC: “YouTube built on our ripped off content” </li></ul><ul><li>YouTube views have exceeded television viewership in the past </li></ul><ul><li>Broadcasters have fought back, enforcing copyright </li></ul><ul><li>Sarah Palin sketches on SNL </li></ul><ul><ul><li> 2,304,539 views (according to NBC)‏ </li></ul></ul><ul><ul><li>YouTube: 2,038,058 views (according to TubeMogul ) </li></ul></ul>
    14. 20. Handling Copyright Issues <ul><li>McCain complained about YouTube yanking campaign videos too quickly </li></ul><ul><ul><li>Refused to give special privileges </li></ul></ul><ul><ul><li>2005 helped vote in the Digital Millennium Copyright Act (DMCA) </li></ul></ul><ul><li>Notice-and-takedown (US) vs. Notice-and-notice (Can)‏ </li></ul><ul><li>Amendment to the Copyright Act </li></ul><ul><ul><li>Minister Jim Prentice violated song copyright in a YouTube video </li></ul></ul><ul><li>Inconsistent messages? </li></ul>
    15. 21. Presidential Exemptions to Copyright?
    16. 22. Entertainment Provides Value <ul><li>Users more likely to participate if videos are entertaining </li></ul><ul><li>Similar to Superbowl commercials </li></ul><ul><li>Remain tasteful </li></ul><ul><li>Ability to Backfire </li></ul>
    17. 24. Content Can Be Preserved
    18. 25. Dodd's Corllary to Godwin’s Law
    19. 32. What is Reputation Management? <ul><li>Politics is also about branding </li></ul><ul><li>People want a brand the can trust </li></ul><ul><li>Cannot: </li></ul><ul><ul><li>Control your brand completely </li></ul></ul><ul><ul><li>Stop negative comments </li></ul></ul><ul><li>Can: </li></ul><ul><ul><li>Balance out negative information </li></ul></ul><ul><ul><li>Try to own your brand </li></ul></ul>
    20. 33. Rep Mgt Enters the House <ul><li>Mr. Jason Kenney (Calgary Southeast, CPC): Mr. Speaker, the only additional element that the hon. member has brought to the Chair’s attention relates to a matter which is in no way, shape or form within the purview of this House or your honour and it never has been, and hopefully never will be, that is to say, the registration of domain names on the World Wide Web. I understand my hon. friend opposite is learned with respect to parliamentary procedure but I must infer from his remarks that he is stupefiedly (sic) ignorant about the commercial practices on the Internet. </li></ul><ul><li>EDITED HANSARD. 38th PARLIAMENT, 1st SESSION. NUMBER 107. Thursday, June 2, 2005. (1505). or try </li></ul>
    21. 34. JasonKenney.Org
    22. 36. Stay Above the Fold
    23. 37. Reputation Defender To the Rescue...
    24. 38. … Or Not?
    25. 41.
    26. 42. Margaret C. Whitman v. Domains For Sale (2008), Case No. D2008-1534. WIPO Arbitration and Mediation Center.
    27. 43. Anne McLellan v. , eresolution, AF 0303 (2000).
    28. 44. Better than Law… <ul><li>Become a broadcaster… </li></ul><ul><li>… and beyond… </li></ul>
    29. 47. “ New Age of Marketing” <ul><li>“ [This is the] new age of marketing, which focuses on creating authentic relationships between brands and consumers through conversations” - Rahaf Harfoush, Obama team </li></ul><ul><ul><li>used social media tools to have far richer conversations with volunteers and voters than any candidate in history </li></ul></ul><ul><li>redefining engagement </li></ul><ul><li>“ convert low-end” users via hypersegmented e-mails into active supporters </li></ul><ul><li>facilitate existing behaviour </li></ul><ul><li>Incenting the right actions </li></ul><ul><li>personalize the mission </li></ul><ul><li>empowering co-innovation </li></ul><ul><li>Embrace the unexpected </li></ul> or
    30. 48.