10 Crossmediale politiek


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Les 10 in de serie colleges crossmedia aan The New School Amsteradam. Over crossmedia communicatie in de politiek van Balkenende tot Obama.

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  • How familiar is this scene at your campus?
  • The message comes first, the tools second Never under estimate your content strategy
  • Old strategy: one-way, top-down New social strategy: Cross-influence, two-way Deliver a message designed to be taken up and spread by others.
  • SocNets 15 different social networks Remember, the message comes first, tools come second. Enrich the conversation, don’t take away. How much can you (realistically) support? Plan for what to say AND what to DO. If people find you interesting, what will they find when they visit your Web site? (more on that later)
  • … for mass communications 7,000 unique messages, 1 billion e-mails sent Frequency dictated by level of engagement Volunteers received “insider” tips and constant feedback about their efforts Remember: Regulate your message frequency Don’t ONLY ask for money Whenever possible, tie a fund raising request to a specific action Plan for list exhaustion, keep building your list Consider insider info for volunteer staff
  • SMS is the first personal mass media channel
  • 90% of mobile phones are within 3 feet of its owner 24/7 (Edelman) People still read more than 90% of their text messages (Edelman)
  • Cell phones are there when the impulse strikes
  • Kottle.org/when-obama-wins Impulses can be infectious
  • Use every tool at your disposal Consistency is important People working offline was the key to success
  • Consistent messaging across all platforms (print, Web, social media, video, phone) It’s no longer about your Web site, but about your Web presence. Ask yourself, how can we bring in the human element? ActionScript 3.0 Client Library for Facebook Platform API Twitter API YouTube API
  • The team’s motto: “Message, Money, and Mobilization”
  • Text message (SMS) Phone numbers
  • After the sign-up, encourage new members to take action. A lesson learned from successful e-commerce sites (Facebook, LinkedIn, Vimeo)
  • Resources for self-starts Posters Graphics Wall paper Ring tones Call lists Talking points David Plouffe encouraged artistic creativity and freedom of delivery, but kept control of the message.
  • Tie calls to action to a specific outcome or benefit for the reader Buttons and text links Think beyond dollars Obama tapped soft skills and talent What can we ask our alumni and prospective student to do in 5 minutes?
  • When it comes to empowerment, remember….
  • When it comes to empowerment, remember….
  • 10 Crossmediale politiek

    1. 1. <ul><li>Les 10 Web 2.0 & de Politiek </li></ul>Crossmedia
    2. 2. <ul><li>Politieke platformen: </li></ul><ul><li>Weblogs </li></ul><ul><li>Hyves </li></ul><ul><li>Twitter </li></ul>Crossmedia
    3. 3. <ul><li>twitter </li></ul><ul><li>1. Femke Halsema </li></ul><ul><li>2. Alexander Pechtold </li></ul><ul><li>3. Geert Wilders </li></ul><ul><li>hyves </li></ul><ul><li>1. Jan Peter Balkenende </li></ul><ul><li>2. Geert Wilders </li></ul><ul><li>3. Rita Verdonk </li></ul>Crossmedia <ul><li>Facebook </li></ul><ul><li>Geert Wilders </li></ul><ul><li>Job Cohen </li></ul><ul><li>Marianne Thieme </li></ul><ul><li>LinkedIn </li></ul><ul><li>Alexander Pechtold </li></ul><ul><li>Jan Peter Balkenende </li></ul><ul><li>Rita Verdonk </li></ul>
    4. 4. Crossmedia http://vodpod.com/watch/3782549-mark-rutte-over-twitter-innovatie-en-social-media Mark Rutte zet 22.000 Hyves-vrienden aan de kant
    5. 5. <ul><li>Wouter Bos = blog & Hyves </li></ul>Crossmedia
    6. 6. <ul><li>Verhagen: </li></ul>Crossmedia
    7. 7. <ul><li>Balkenende: </li></ul>Crossmedia
    8. 8. <ul><li>Balkenende:Jack de Vries </li></ul>Crossmedia
    9. 9. <ul><li>Politiek & Web 2.0: </li></ul><ul><li>Politieke professionals zullen steeds meer de weblog/twitter/social netwerken in hun mediamix opnemen </li></ul><ul><li>Kloof burger-politiek wordt hiermee niet opgelost, </li></ul><ul><li>maar is wel een bijdrage </li></ul><ul><li>Politici willen over de journalist heen springen en </li></ul><ul><li>hebben behoefte om eigen kanalen te creëren </li></ul><ul><li>Politici zullen gaan sneuvelen door weblogs die </li></ul><ul><li>informatie brengen die normale media niet of niet zo </li></ul><ul><li>snel oppakken (keerzijde van de medaille) </li></ul>Crossmedia
    10. 10. Oude situatie: politici bereiken de mensen via de media, Die bepalen (toon, lengte, vorm)
    11. 11. Nieuwe situatie: politici bereiken de mensen ook via de social media, En bepalen zelf (toon, lengte, vorm) – oude media deels buitenspel
    12. 12. <ul><li>http://www.volgdetweedekamer.nl/ </li></ul>Crossmedia
    13. 13. Society.org
    14. 14. Society.org
    15. 15. Society.org
    16. 16. Society.org
    17. 17. The Future of Public Debate Online – Politics Online, 20 April 2009 Debategraph – collaborative thinking Link: Debategraph
    18. 18. Why this matters… There are always more smart people outside government than within it… … and engaging this intelligence transparently is efficient and effective and strengthens public trust.
    19. 19. But how do you make sense of this?
    20. 20. … and what if many speak at the same time?
    21. 21. Focus on the underlying ideas (1) Gather the set of ideas distributed in the community Gordon Brown Kevin Rudd Barack Obama (2) Represent each idea just once
    22. 22. Listen to everything the community has to offer New Ideas Contributed Contributors
    23. 23. Question? Suggestion Reason Think openly in simple, provisional building blocks on which others can build too
    24. 24. In as much depth as you need
    25. 25. Enable everyone to build and rate maps — collaboratively, iteratively and comprehensively
    26. 26. Make maps easy to find, explore and extend. Embed around the web. Updates visible across all sites. Link: The Independent
    27. 27. <ul><li>UK Prime Minister’s Office </li></ul><ul><li>Royal Society of Arts </li></ul><ul><li>The Independent </li></ul><ul><li>European Commission – WAVE public consultation on climate change in UK, Lithuania and France </li></ul><ul><li>… and a growing community of universities, schools, NGOs, businesses, and individuals. </li></ul>Debategraphers? Links: Debategraph , The Independent
    28. 28. Dr David Price, Co-founder, Debategraph, email: david AT debategraph DOT org, http://debategraph.org, tel +44 (0) 20 8144 2860 Debategraph – thank you
    29. 30. http://www.youtube.com/watch?v=G4HzeYFqxhQ&feature=related
    30. 31. By the Numbers*
    31. 32. Disclaimers <ul><li>*Technology can’t write </li></ul><ul><li>*The message is critical </li></ul><ul><li>*Content is king </li></ul>
    32. 33. CONNECTING <ul><li>Obama Everywhere </li></ul>
    33. 34. The Social Pulpit Barack Obama’s Social Media Toolkit www.edelman.com
    34. 36. E-mail is still king…
    35. 37. …but mobile is HOT
    36. 42. Be persistent, stay in-sync <ul><li>Repeat messages more than once </li></ul><ul><li>Stick to the core message </li></ul><ul><li>Believe in people to deliver your message. </li></ul>Online Politics 101 Version 1.5 / June 2008 Colin Delany, epolitics.com
    37. 43. “ We believed in human being to human being communication.” – David Plouffe, Campaign Manager MarketingProfs Digital Marketing World Spring 2009 Art of the Possible: Online Branding Strategies and Tactics David Plouffe, Barack Obama's 2008 Presidential Campaign Manager
    38. 44. Integrate, integrate, integrate Presidential Inauguration, January 20 th 2009
    39. 45. Technology wasn’t an add-on <ul><li>“…a carefully considered element of almost every campaign function.” </li></ul><ul><li>Technology’s critical role: “moving online supporters toward real-world action.” </li></ul>Welcome to the New Media Campaign Tools of 2012 March 13, 2009 Michael Silberman, MotherJones.com
    40. 46. If you want to communicate, make it easy! <ul><li>“Join Us” was about building lists </li></ul><ul><li>First, get the e-mail address, then follow-up for details </li></ul><ul><li>Don’t forget mobile! </li></ul>
    41. 47. EMPOWERING <ul><li>Yes We Can </li></ul>
    42. 49. Empower self-service
    43. 50. Online-offline hybrid model <ul><li>Fundamentals of organizing haven’t changed </li></ul><ul><li>Heavy investment to facilitate the “last mile” of physical-world organizing </li></ul><ul><li>How do we use technology to scale grassroots efforts beyond what’s been possible? </li></ul>Welcome to the New Media Campaign Tools of 2012 March 13, 2009 Michael Silberman, MotherJones.com
    44. 51. Calls to action: Be specific
    45. 52. Remember the “third ask” <ul><li>Forward to a friend </li></ul><ul><li>“Join us this weekend!” </li></ul><ul><li>Ask a question </li></ul><ul><li>Take a survey </li></ul><ul><li>Talk to your neighbors </li></ul><ul><li>Donate now </li></ul><ul><li>“Get out the vote!” </li></ul>
    46. 53. Obama & his Blackberry, life line to the people