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Digital strategy @ Groen - the Flemish Green Party
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Digital strategy @ Groen - the Flemish Green Party

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  • Full Name Full Name Comment goes here.
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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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Transcript

  • 1. Digital strategy @groen twitter.com/philippebossin
  • 2. Digital strategy Groen HQ ‣ concepts & values ‣ tools & tactics ‣ 2014 slideshare.net/phil101
  • 3. About me • @philippebossin • part-time online comms and digital strategy @groen • groen.be, facebook.com/groen.be, twitter.com/groen
  • 4. Degrees of involvement concepts & values
  • 5. Values Transparency Authenticity Participation
  • 6. Degrees of involvement One nine ninety AKA 1% rule
  • 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. One nine ninety 90% 9%1% creators engagers audience/lurkers
  • 9. Resulting in 10% 90% creators engagers audience/lurkers content
  • 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. 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. How? • creators: invite them to debate party issues, e- campaigners • engagers: produce sharable info (Q&A, video, photo)
  • 13. Degrees of involvement Degrees of involvement
  • 14. People don’t easily join a political party
  • 15. Guaranteed electorate is declining - decline in party identification (Groen guaranteed base electorate 3-4%)
  • 16. Swing vote
  • 17. How to get involvement? • Make it easy and risk free to participate • What’s the easiest way to do so?
  • 18. www.facebook.com/groen.be
  • 19. twitter.com/groen
  • 20. youtube.com/accountgroen
  • 21. Strategy: facilitate ‘degrees of involvement’
  • 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. 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. Degrees of involvement Tools/tactics > http://slidesha.re/socialmediapolitiek
  • 25. groen.be
  • 26. groen.be
  • 27. email • ezine (1/week) • press releases • wegwijzer (local focus) • newsflash • 25/05/2014
  • 28. email
  • 29. Facebook
  • 30. Demographics 2013 2012
  • 31. Impact
  • 32. http://bvlg.blogspot.be/
  • 33. http://goo.gl/ibd1xE
  • 34. Evolution
  • 35. Foursquare.com/groen
  • 36. Degrees of involvement Smartphone app
  • 37. GroenLinks Brabant
  • 38. UK Greens policy matchmaker
  • 39. UK Conservative Party swingometer
  • 40. US Democrats
  • 41. Features: • Election Central: campaign HQ • Alerts: pushmessages • Up-to-the-Minute News • Find Events • Photos and Video • Discussion Points • Call Congress
  • 42. Degrees of involvement Online platform?
  • 43. mijn.s-p-a.be
  • 44. My BO
  • 45. Pawlently Action
  • 46. Degrees of involvement 2014
  • 47. Campaign center
  • 48. Campaign center
  • 49. Degrees of involvement Extra
  • 50. 2012 http://goo.gl/l1b14 http://goo.gl/czEQg
  • 51. Yes We Did by Rahaf Harfoush
  • 52. Degrees of involvement Comments? #samenbeterdoen