Digital and social media* June 2012 @ *Making it work for you in Public Affairs
Me> Steffen Thejll-Moller> Work at Fleishman-Hillard> Digital and Public Affairs
Five items today> Supporting traditional PA activities> Public Affairs +> 2025> Concerns and stumbling blocks> Some other interesting things (if we have time)
Public1. Supporting traditional Affairs activities
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 our issue” “This issue isn’t on the public radar and frankly we don’t want it to get there”
Fact: 96% of MEPs visit interest group websites* * Fleishman Hillard’s EP Digital Trends Survey, 2011Insight: A top-quality, relevant, informative website is an absolute must-have
Fact: 92% of MEPs use a search engine every day * Fleishman Hillard’s EP Digital Trends Survey, 2011Insight: Website needs to be made visible to target audiences in search engines (note: via search engine marketing)
Fact: 80% of MEPs read some form of blog * Fleishman Hillard’s EP Digital Trends Survey, 2011Insight: Value may be attained from presenting one’s material in blog form i.e. frequently updated, less formal, more personal – or engaging on other blogs
Fact: 78% of MEPs use Wikipedia weekly * Fleishman Hillard’s EP Digital Trends Survey, 2011Insight: It is worth reviewing all relevant pages on Wikipedia to determine if and how to edit
Fact: 34% of MEPs are on Twitter * Fleishman Hillard’s EP Digital Trends Survey, 2011Insight: Value in assessing how targets are using Twitter and whether it is a channel with which to potentially connect with them
Fact: MEPs look for simple content that explains complex issues as much as detailed content like position papers (96% vs. 95%)* * Fleishman Hillard’s EP Digital Trends Survey, 2011Insight: It’s imperative to present an array of content types from the simple to the complex
Fact: EP ENVI committee members’ degree coursesInsight: Target audiences are probably not all subject-matter experts so different complexity levels need to be addressed
Fact: MEPs, Commission officials etc. get bored too sometimesInsight: Be interesting!
Digital checklist: 7 quick things for starters> Where do you appear in Google (you and your issue(s))?> Other organisations like yours? Competitors?> Now you’ve found them: how are they communicating online?> Is your organisation/issue(s) Wikipedia page appropriate?> How many people are visiting your issue Wikipedia page?> Are people tweeting about you? Who are they and do you care?> For your issue, do you know the top 5 best blogs & Twitter feeds?