Digital strategy @ Groen - the Flemish Green Party

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  • Hey Pieter, thx voor de feedback. Is inderdaad wat afwezig in deze keynote maar wees gerust, onze contentkalender staat goed vol ;)
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  • Mooi werk. Boeiend om te lezen. Doe vooral zo door. Ik zie wel veel cijfers en tools. Daar waar ik specifieke boodschappen mis om mensen via sociale media te activeren. Ik denk dat de Groent kiezers en fans tot de meest actieve burgers horen. Dus dat je nog veel meer hen zelf actie kan laten voeren via online kanalen. Succes.
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Digital strategy @ Groen - the Flemish Green Party

  1. 1. Digital strategy @groen twitter.com/philippebossin
  2. 2. Digital strategy Groen HQ ‣ concepts & values ‣ tools & tactics ‣ 2014 slideshare.net/phil101
  3. 3. About me • @philippebossin • part-time online comms and digital strategy @groen • groen.be, facebook.com/groen.be, twitter.com/groen
  4. 4. Degrees of involvement concepts & values
  5. 5. Values Transparency Authenticity Participation
  6. 6. Degrees of involvement One nine ninety AKA 1% rule
  7. 7. “The 1 percent of creators convince the 9 percent of activists who in turn persuade the other 90 percent of the people. It’s the 1-9-90 principle of communications” One nine ninety
  8. 8. One nine ninety 90% 9%1% creators engagers audience/lurkers
  9. 9. Resulting in 10% 90% creators engagers audience/lurkers content
  10. 10. • Online comments are often not representative for public opinion (online fora, hln.be, ...) • Creators/engagors are having a major impact on what your average internet user is reading, watching, etc. Consequence
  11. 11. Strategy ✓ Attract as many creators and engagors as possible = indirectly enlarging our audience ✓ Gather audience on our own party channels = be part of the 1% (www.facebook.com/groen.be)
  12. 12. How? • creators: invite them to debate party issues, e- campaigners • engagers: produce sharable info (Q&A, video, photo)
  13. 13. Degrees of involvement Degrees of involvement
  14. 14. People don’t easily join a political party
  15. 15. Guaranteed electorate is declining - decline in party identification (Groen guaranteed base electorate 3-4%)
  16. 16. Swing vote
  17. 17. How to get involvement? • Make it easy and risk free to participate • What’s the easiest way to do so?
  18. 18. www.facebook.com/groen.be
  19. 19. twitter.com/groen
  20. 20. youtube.com/accountgroen
  21. 21. Strategy: facilitate ‘degrees of involvement’
  22. 22. 6.000.000 Flemish 300.000 Groen voters +7.000 members 500 elected officials +21.000 Facebook-fans voting Groen social media attending party event becoming a member participating in elections as a candidate city council, parliament
  23. 23. social media 6.000.000 Flemish 300.000 Groen voters +7.000 members 500 elected officials +21.000 Facebook-fans voting Groen attending party event becoming a member participating in elections as a candidate city council, parliament
  24. 24. Degrees of involvement Tools/tactics > http://slidesha.re/socialmediapolitiek
  25. 25. groen.be
  26. 26. groen.be
  27. 27. email • ezine (1/week) • press releases • wegwijzer (local focus) • newsflash • 25/05/2014
  28. 28. email
  29. 29. Facebook
  30. 30. Demographics 2013 2012
  31. 31. Impact
  32. 32. http://bvlg.blogspot.be/
  33. 33. http://goo.gl/ibd1xE
  34. 34. Evolution
  35. 35. Foursquare.com/groen
  36. 36. Degrees of involvement Smartphone app
  37. 37. GroenLinks Brabant
  38. 38. UK Greens policy matchmaker
  39. 39. UK Conservative Party swingometer
  40. 40. US Democrats
  41. 41. Features: • Election Central: campaign HQ • Alerts: pushmessages • Up-to-the-Minute News • Find Events • Photos and Video • Discussion Points • Call Congress
  42. 42. Degrees of involvement Online platform?
  43. 43. mijn.s-p-a.be
  44. 44. My BO
  45. 45. Pawlently Action
  46. 46. Degrees of involvement 2014
  47. 47. Campaign center
  48. 48. Campaign center
  49. 49. Degrees of involvement Extra
  50. 50. 2012 http://goo.gl/l1b14 http://goo.gl/czEQg
  51. 51. Yes We Did by Rahaf Harfoush
  52. 52. Degrees of involvement Comments? #samenbeterdoen

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