6. Degrees of
involvement
One 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 of
the people. It’s the 1-9-90 principle of communications”
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)
23. city council, parliament
400 elected officials
participating in elections as a candidate +5.000 members
becoming a member
attending party event
social media 10.000 Facebook-fans
voting Groen 300.000 Groen voters
6.000.000 Flemish
24. city council, parliament
400 elected officials
participating in elections as a candidate +5.000 members
becoming a member
attending party event
social 10.000 Facebook-fans
media
voting Groen 300.000 Groen voters
6.000.000 Flemish
25. Degrees of
involvement
Tools/tactics
> http://slidesha.re/socialmediapolitiek
55. 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
