Digital and social media in Public Affairs
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Digital and social media in Public Affairs

  • 1,710 views
Uploaded on

Presentation at Euractiv in Brussels for their Federation Workshops, June 2012.

Presentation at Euractiv in Brussels for their Federation Workshops, June 2012.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
1,710
On Slideshare
836
From Embeds
874
Number of Embeds
9

Actions

Shares
Downloads
31
Comments
1
Likes
2

Embeds 874

http://steffenmoller.wordpress.com 824
http://steffenmoller.com 17
http://www.linkedin.com 11
http://feeds.feedburner.com 10
https://www.linkedin.com 7
http://pinterest.com 2
http://translate.googleusercontent.com 1
https://si0.twimg.com 1
https://twitter.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Who Neelie’s been chatting to in the last few weeks
  • OUTCOMES ENGAGEMENT Q/A PRESENCE AWARENESS COALITIONS ETC.
  • More important to citizen’s decision-making than traditional political affiliation
  • Compete for
  • From: FH/Canada 2011 Digital Summit
  • Success in social media means: Culture of openness Fewer silos / greater integration Empowerment of individuals Flatter company BUT Social media improves customer experience and drives sales so it’s worth instigating the change
  • 143 Papers closed. The majority of these in 2009.

Transcript

  • 1. Digital and social media* June 2012 @ *Making it work for you in Public Affairs
  • 2. Me> Steffen Thejll-Moller> Work at Fleishman-Hillard> Digital and Public Affairs
  • 3. Five items today> Supporting traditional PA activities> Public Affairs +> 2025> Concerns and stumbling blocks> Some other interesting things (if we have time)
  • 4. Public1. Supporting traditional Affairs activities
  • 5. 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”
  • 6. DOESN’TMAKEDIGITALIRRELEVANT
  • 7. 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
  • 8. 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)
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. INADDITION..
  • 13. 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
  • 14. Fact: EP ENVI committee members’ degree coursesInsight: Target audiences are probably not all subject-matter experts so different complexity levels need to be addressed
  • 15. Fact: MEPs, Commission officials etc. get bored too sometimesInsight: Be interesting!
  • 16. INPRACTICE?
  • 17. Scope of traditional EU advocacy
  • 18. Digital andsocial mediacan support each
  • 19. i. Communicating message to policy makers and influencers
  • 20. 21
  • 21. 25
  • 22. 27
  • 23. ii. Establishing relationships and building alliances
  • 24. LinkedIn group
  • 25. Dedicated (and private) community
  • 26. Ryan Heath:We’re looking forvalue in social media.The lobbyists arealways the least vocal
  • 27. iii. Gathering intelligence
  • 28. europatweets.eu
  • 29. netvibes.com
  • 30. Dedicated set-up e.g. Radian6
  • 31. In summary…
  • 32. 1
  • 33. 2. Public Affairs +
  • 34. The constituent consumer 1. What’s in it for me? 2. What matches my values?
  • 35. Values? Personal safety, health, environmentalprotection, personal freedom, well being etc.
  • 36. More political actors Pressure group upsurge and the internet activist
  • 37. A new model of influence Centralised powerFew political actorsTechnical arguments Rational Emotional Many political actors Value-based arguments Diffuse power Source: Simon Titley
  • 38. Heard at the EP:“I’m on your side, but my constituents are not”(nor are the papers and blogs they read)
  • 39. The disciplines…
  • 40. … are converging
  • 41. MEANINGWHAT?
  • 42. A wider context
  • 43. Think (and act) like campaigners
  • 44. No, our work is not too cerebral to be emotional
  • 45. WHERE DOESDIGITAL FIT IN?
  • 46. a) Exceptional storytelling channel
  • 47. 55
  • 48. One condition: thinking differently about deliveryIntelligencegathering & Delivery analysis
  • 49. Intelligence Intelligencegathering & Delivery analysis narrative
  • 50. b) First-rate mobilisation tool
  • 51. 59
  • 52. 3. 2025
  • 53. External environmentEveryone will be like Neelie
  • 54. Internal environmentSocial business: organisations will be inherently social
  • 55. 4. Concerns and stumbling blocks
  • 56. We have no resources
  • 57. We’re a traditional industry
  • 58. We’re afraid of angry people
  • 59. IT (or legal) won’t let us
  • 60. Where do we start?
  • 61. 5. Some other interesting things
  • 62. Dell Hell
  • 63. Hank the angry dwarf
  • 64. Closed Newspapers: 2007-2010 73
  • 65. Thanks
  • 66. Updates>Blog @ steffenmoller.com>Tweet @ steffenmoller
  • 67. 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?