Ponencia de Nicholas Vanbremeersch. CEO de Spintank, en el II Congreso Internacional Ciudadanía Digital.

1. the impact of the internet on electoral
campaigns
Avril 2011

2. I’m Nicolas Vanbremeersch
2

3. 1
3

4. 4

5. 2
5

6. Innovation doesn’t lie in
electoral campaigns
At least, most of them
6

7. Why ?
- Conservatism of political parties
- clash of organisations : network vs
pyramid
- lack of culture and skills
- contempt of the web
- Focus on tools
7

8. 3
8

9. It is
not
about
tools
9

10. an ecosystem
It is about
a social space society
forming a new changing
public sphere
the way it
changing
relations organizes
10

11. time It is about
opinion
what is
organization
changing,
and how
trust
you must
news
react
11

12. 4
12

13. Benchmarking ?
What people do.
13

14. 5
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15. Best political
campaing ever
(non electoral)
15

16. #jeansarkozypartout
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17. Jean Sarkozy to take the head of EPAD
News on Friday evening
#jeansarkozypartout > ‘00.000s tweets
Petition
Satyrical videos
Spontaneous meetups at la Défense
No political leader. No management.
17

18. This is a social space
Laughing spreads the word and facilitates
identification
Facebook is about mass identification to a
position or cause
These signs of social movements have an
effect on media
They appear to be true
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19. 6
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20. All campaings now have their
social-web stuff
I have a fan page, a blog, videos on youtube,
launched a petition, I tweet, I built a social
network, …
Still, this doesn’t work
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21. #6 video – all time - for Parti socialiste
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22. Political parties
remain boring
22

23. They have a hard time
capturing
attention
23

24. This is a fight for attention
Campaigning is about getting in the
heads of people
Getting in the head of people is
entering their facebook streams
24

25. Entering facebook streams is
unleashing social viruses
A new langage :
Conviction
Data
Laugh
Visual
> social
25

26. 5 questions to get your message heard
Am I interesting ?
Can this piece catch attention ?
Is it facebookable ?
What can people do with their friends with
this ?
Is it engaging ?
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27. Adapt to social phenomena
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28. Adapt to social phenomena
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29. 29

30. 7
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31. organizing
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32. The web offers mass
organizing and self
coordination
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33. Political campaigns still have a
hard time mass organizing
It is perceived as a threat
33

34. It is not about « creating a social network »
500K€
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35. It is about fostering participation in a new way
Open
Social
Useful
Engaging
Rewarding
35

36. It is about being realistic
Small groups
Strong animation
Reactivity
36

37. European elections – Michel Barnier
Turning a supposed technocrat into a
positive leader ?
37

38. European elections – Michel Barnier
20K social network + blog
20.000 activist base in local and thematic
groups
30 leaders, coming from the base
3500 discussions launched
20 initiatives came from the base and were
implemented
1 really succeeded
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39. European elections – Michel Barnier
No door to door : failed
Team : 2 ppl full time one community
engagement
Budget : nothing on technique, everything
on community and content
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40. Get out to vote video
Made by people, with
people.
500 inside x 130 FB
contacts x …
300.000 views in 2 days
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41. 1st score nationwide
No negative campaigning
Positive engagement shown
Michel Barnier is now in Brussels…
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42. Give people
power
Help them
organize
Support
their
initiatives
Make them
proud
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43. 5 golden rules ?
Foster engagement through recognition
Give tools and support
Organize, manage and train
People know better (to a certain extent)
Show the way
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44. 7
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45. It is about changing campaigning
Attention is social
Your media is your people
Leaders = engagement
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46. @versac
spintank.fr
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