Digital and Public Affairs in Brussels

Digital, digital, digital*
September 2011 @
*Making it work for you in Brussels

Today
Starting point
Supporting your traditional activities
It’s a tad different now though
Doubts and stumbling blocks
Real-world stuff (if we have time)

1. Starting point

What type of issue?
“We’ve only got an audience of 1,000”
“Only some policy-makers and a few of other stakeholders care about this issue”
“This issue isn’t on the public radar and frankly we don’t want it to get there”

80% of MEPs visit interest group sites every week
92% of MEPs use a search engine every day
MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT

2. Supporting your traditional activities

Scope of traditional EU advocacy

i. Communicating message to policy makers and influencers

63% of MEPs read blogs every week
78% of MEPs visit Wikipedia every week
80% of MEPs visit interest group sites every week

92% of MEPs use a
search engine every day

CONTENT*
*Presenting your positions online
DRIVING TRAFFIC*
*Ensuring that target audiences view your positions

Content: Fleishman Brussels

Content client sample: ISOPA

Content Brussels best practice: Pesticides

Online advertising
Legislative Office, International Affairs, Government Administration,Executive Office, Political Organization, Government Relations, Public Policy, Non-Profit Organization Management
Total clicks: 199
Total cost: 326 USD
Work in the European Commission, European Parliament and Council of Ministers OR live in Brussels are above the age of 22 and have interests in the European Union, politics and energy
Total clicks: 234
Total cost: 23 Euro
Anyone in Brussels and major capitals who search for:
Energy efficiency, eu energy policy, renovate europe, guenteroettinger, hedegaard
Total clicks: 515
Total cost: 517 USD

ii. Establishing relationships with policy makers and influencers

69% of MEPs use social networks (primarily Facebook)
34% of MEPs are on Twitter (15% growth per year)
MEP survey 2011www.epdigitaltrends.euENGAGEMENT
www.epdigitaltrends.eu

Ryan Heath: “We’re looking for value in social media… the lobbyists are always the least vocal”

Who does Neelie talk to?

Online communities

iii. Building alliances to strengthen position and generate support

LinkedIn community

Allies on Twitter

iv. Monitoring to identify engagement opportunities & keep track of debate

MEPs tweeting

Tracking blogs and sites

2. It’s a tad
different now though

The constituent consumer
1. What’s in it for me?
2. What matches my values?

Personal safety,
environmental protection, personal freedom, well-being etc.

More political actors:
a pressure group upsurge

A new model of influence
Centralised power
Few political actors
Technical arguments
Rational
Emotional
Many political actors
Value-based arguments
Diffuse power
Source: Simon Titley

Heard at the EP:
“I’m on your side, but
my constituents are not”
(nor are the papers and blogs they read)

The disciplines…

… are converging

Meaning what?

Think (and act) like campaigners

No, our work is not too
cerebral to be emotional

Where does digital fit in?

Digital allows “Every company is now a media company”

How?
Intelligence gathering & analysis
Delivery

Intelligence gathering & analysis
Delivery
Intelligence
->
narrative
Insights
CONTENT STRATEGY

3. Doubts and stumbling blocks

Resources

Internal support

Angry people (i.e. backlash)

IT (or legal) won’t let us

3. Real world stuff

Guardian crowdsourcing

Crisis mitigation: Dell Hell

Mobilisation: Hank the angry dwarf

Thanks

Digital checklist
Where do you appear in Google (you and your issue(s))
Your competitors?
Is your company/issue(s) Wikipedia page appropriate?
How many people are visiting your issue Wikipedia page
Do you appear elsewhere i.e. 3rd party content?
Are people tweeting about you?
For your issue, do you know the top 5 best blogs & Twitter feeds
Email: steffen.thejllmoller@fleishman.com
Blog: steffenmoller.wordpress.com

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Digital and Public Affairs in Brussels

by Steffen Moller

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