Digital and social media in Public Affairs

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

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  • 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.
  • Digital and social media in Public Affairs

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