Digital strategy
@groen
twitter.com/philippebossin
Digital strategy
Groen HQ
‣ concepts & values
‣ tools & tactics
‣ 2014
slideshare.net/phil101
About me
• @philippebossin
• part-time online comms and digital
strategy @groen
• groen.be, facebook.com/groen.be,
twitter...
Degrees of
involvement
concepts & values
Values
Transparency
Authenticity
Participation
Degrees of
involvement
One nine ninety
AKA 1% rule
“The 1 percent of creators convince the 9 percent of
activists who in turn persuade the other 90 percent of
the people. It...
One nine ninety
90%
9%1%
creators
engagers
audience/lurkers
Resulting in
10%
90%
creators
engagers
audience/lurkers
content
• Online comments are often not
representative for public opinion
(online fora, hln.be, ...)
• Creators/engagors are havin...
Strategy
✓ Attract as many creators and engagors
as possible
= indirectly enlarging our audience
✓ Gather audience on our ...
How?
• creators: invite them to
debate party issues, e-
campaigners
• engagers: produce
sharable info (Q&A, video,
photo)
Degrees of
involvement
Degrees of
involvement
People don’t easily join a
political party
Guaranteed electorate is declining -
decline in party identification	

(Groen guaranteed base electorate 3-4%)
Swing vote
How to get
involvement?
• Make it easy and risk free to participate
• What’s the easiest way to do so?
www.facebook.com/groen.be
twitter.com/groen
youtube.com/accountgroen
Strategy: facilitate ‘degrees of
involvement’
6.000.000 Flemish
300.000 Groen voters
+7.000 members
500 elected officials
+21.000 Facebook-fans
voting Groen
social media...
social
media
6.000.000 Flemish
300.000 Groen voters
+7.000 members
500 elected officials
+21.000 Facebook-fans
voting Groen...
Degrees of
involvement
Tools/tactics
> http://slidesha.re/socialmediapolitiek
groen.be
groen.be
email
• ezine (1/week)
• press releases
• wegwijzer (local focus)
• newsflash
• 25/05/2014
email
Facebook
Demographics
2013
2012
Impact
http://bvlg.blogspot.be/
http://goo.gl/ibd1xE
Evolution
Foursquare.com/groen
Degrees of
involvement
Smartphone app
GroenLinks Brabant
UK Greens
policy matchmaker
UK Conservative
Party
swingometer
US Democrats
Features:
• Election Central: campaign HQ
• Alerts: pushmessages
• Up-to-the-Minute News
• Find Events
• Photos and Video
...
Degrees of
involvement
Online platform?
mijn.s-p-a.be
My BO
Pawlently Action
Degrees of
involvement
2014
Campaign center
Campaign center
Degrees of
involvement
Extra
2012 http://goo.gl/l1b14
http://goo.gl/czEQg
Yes We Did
by Rahaf Harfoush
Degrees of
involvement
Comments?
#samenbeterdoen
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
Digital strategy @ Groen - the Flemish Green Party
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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.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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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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