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New media and politics

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  • 1. Digital strategy @groen twitter.com/philippebossin
  • 2. Digital strategy Groen HQ‣ concepts & values‣ tools & tactics‣ campaigns 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 involvementconcepts & values
  • 5. ValuesTransparencyAuthenticityParticipation
  • 6. Degrees of involvementOne nine ninety AKA 1% rule
  • 7. One nine ninety “The 1 percent of creators convince the 9 percent of activists who in turn persuade the other 90 percent ofthe people. It’s the 1-9-90 principle of communications”
  • 8. One nine ninety 1% 9% creators engagers 90% audience/lurkers
  • 9. Resulting in 10% content creators engagers 90% audience/lurkers
  • 10. Consequence • 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.
  • 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 ofinvolvement Degrees ofinvolvement
  • 14. People don’t easily join a political party
  • 15. Guaranteed electorate is declining - decline in party identification (Groen base 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. city council, parliament 400 elected officialsparticipating in elections as a candidate +5.000 members becoming a member attending party event social media 10.000 Facebook-fansvoting Groen 300.000 Groen voters 6.000.000 Flemish
  • 23. city council, parliament 400 elected officialsparticipating in elections as a candidate +5.000 members becoming a member attending party event social 10.000 Facebook-fans mediavoting Groen 300.000 Groen voters 6.000.000 Flemish
  • 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)• newsflash• 14/10/2012
  • 28. email
  • 29. Facebook
  • 30. Demographics
  • 31. Evolution
  • 32. Twitter
  • 33. Twitter
  • 34. Foursquare.com/groen
  • 35. Degrees of involvementSmartphone app
  • 36. GroenLinks Brabant
  • 37. UK Greens policy matchmaker
  • 38. UK Conservative Party swingometer
  • 39. US Democrats
  • 40. Features:• Election Central: campaign HQ• Alerts: pushmessages• Up-to-the-Minute News• Find Events• Photos and Video• Discussion Points• Call Congress
  • 41. Degrees of involvementOnline platform?
  • 42. mijn.s-p-a.be
  • 43. My BO
  • 44. Pawlently Action
  • 45. Degrees ofinvolvementCampaigns
  • 46. Vacature: klimaatminister
  • 47. FB ads
  • 48. Degrees ofinvolvement Extra
  • 49. Yes We Did by Rahaf Harfoush
  • 50. Degrees Links of involvement• global politics: www.facebook.com/ globalgreens• online politics: www.facebook.com/ epolitics• political communication (Dutch): Team C www.facebook.com/ GroenTeamC

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