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Capital Staffers Index - Latin America

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The Capital Staffers Index is a study developed by Edelman that evaluates the perceived value of different communication strategies and tools to connect legislators with both their constituents and interest groups. It determines credibility and trust associated with social media and compares the influence of the Internet in policy shaping.

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Capital Staffers Index - Latin America

  1. 1. 2011CapitalStaffersIndexA Global Analysis ofDigital Media’s Impacton Shaping Policy
  2. 2. Research methodology and objectives This survey tests the perceived value of various communicationStrategyOne surveyed 542 senior strategies as tools for policymakers to connect with local residents andstaff members from key capitals communities; determines the credibility and trust associated witharound the world. social media networks; and compares the Internet’s influence on policymakers internationally. London, UK Parliament 91 Brussels. BE Parliament 51 Paris, FR Assembly 50 Berlin, DE Bundestag 50Washington, DC Congress 50 Ottawa, CA Parliament 25 New Delhi, IN Parliament 55Mexico City, MX Congress 50 Beijing, CN Congress 20 Buenos Aires, AR Congress 50 The overall margin of error is +4.2% in 95 Brasilia, BR Congress 50 out of 100 cases. 2
  3. 3. From Policy Issue to Policy Priority “It’s the Economy Stupid” & “All Politics is Local”95% 95% 86% 84% 77% How important are each of the following in turning a policy issue into a policy priority for you? 3
  4. 4. Outside research and briefing overviews play an important role when staffers meet with lobbyists Academic NGO One-page Editorials Industry Polls ads blogswhitepapers Research briefings groups When you meet with lobbyists, which THREE of the following things do you pay the most attention to? 4
  5. 5. While in Argentina and Mexico staffers pay more attention to research in Brazil, newspaper editorials are more relevant BrazilTop 3 Pay Atention To By Country 54% 34% 40% 30% Academic NGO Research Industry One-page whitepapers groups briefings Argentina Mexico 84% 64% 68% 44% 42% 38% 20% 22% Academic NGO Industry One-page Academic NGO Industry One-page whitepapers Research groups briefings whitepapers Research groups briefings When you meet with lobbyists, which THREE of the following things do you pay the most attention to?
  6. 6. Making Life Easier Evidence-based analysis is important Present clear analysis with evidence 23% Top Two Factors Be focused on message 20% FactSupported Know the issue 11%Messaging Don’t be overwhelming/fewer e-mails 7% Better communication 6% Use more technology 4% Better cooperation 4% Personal contact 3% Local support 2% Schedule meetings in advance 1% What is the ONE thing that advocacy groups or lobbyists could do that would do the MOST to make YOUR job easier? (Open ended) 6
  7. 7. Campaign “Fail Factors” Small & narrow Weak media coalition relations 8% Narrow 8% corporate interests Poorly Poor 11% executed spokesman advertising 11% 7% No Limited studies support that support 12% goals Poorly Poor 4% message designed strategy 14% 23% Weak team 2% Which ONE of these is typically the reason why a public affairs campaign fails? 7
  8. 8. Advocacy is Personal voter community constituent emails local social onlineletters leader letters office visits editorials media petitions When hearing from local advocacy groups, which of the following things help that group’s cause, and which of the following hurt that group’s cause? 8
  9. 9. The internet is a driver in informing and shaping policy issuesEducated EnergizedLearned about a public Changed your positionpolicy issue for the first on a policy issue, basedtime online (globally) 52% on something you read online (globally) 63% YES NO 54% 81% in 2009 48% in 2009 37% LatAm NO 46% 19% LatAm YES in 2009 in 2009 37% LatAm In the last 30 days, have you: 9
  10. 10. Globally, the effectiveness of Twitter and socialnetworks are experiencing the most significant growth When constituents contact your member, how effective are each of the following modes of contact? 10
  11. 11. Current Member use of Facebook and Twitter isalready outpacing last year’s forecast for three- year growth +8 +8 Thinking about several different technologies, please indicate whether or not your Member was using them to communicate with constituents on key issues 3 years ago, is using them now, and will be using them 3 years from now. 11
  12. 12. Current Member use of Facebook and Twitter in Latin America has shown a pronounced increase 2011: Used 3 years ago 2011: Use today 72% 69% +59 +60 13% 9% Facebook Twitter Thinking about several different technologies, please indicate whether or not your Member was using them tocommunicate with constituents on key issues 3 years ago, is using them now, and will be using them 3 years from now. 12
  13. 13. Twitter’s ability to provide news and politics is a large factor motivating who staffers choose to follow The focus on members of the media highlights a need for focus on direct media relations If you use Twitter, please select each of the types of people YOU follow on Twitter? 13
  14. 14. A majority of staffers use Twitter as an issues and news first alert system Twitter Use by Country There is a clear (60% Overall) desire to influence the Canada Mexico 96% 88% flow of information: 53% Do not use Twi er 6% US 84% using Twitter to ListeningArgentina 66% receive news to issues quickly and call 6% UK 66% attention to 14% Shaping China 65% issues bypasses Receiving debate Brazil 58% traditional news news 4% sources and quickly 16% Receiving EU 47% Calling unfiltered allows staffers a en on to India 47% to act as a 2% informa on issues Talking to France 32% source of cons tuentsGermany 30% 70% information themselves. LatAm Thinking just about Twitter, which ONE of the following do you feel is the biggest benefit you get from using Twitter? 14
  15. 15. Effectiveness of reaching members through social networks andTwitter is growing, rapidly approaching more traditional modes that maintain their lead Reaching Members Change 2009 2010 2011 % Total Effective from 2009* In-person visits with constituents N/A N/A 94% -- Constituent-sent e-mails 87% 92% 85% -2 Telephone calls 85% 83% 83% -2 Written letters 90% 88% 81% -9 Through a member’s website N/A 72% 79% +7 Newspaper columns N/A N/A 72% -- In-person visits with a professional lobbyist N/A N/A 70% -- Television appearances N/A N/A 70% -- Through a trade association N/A N/A 64% -- Press releases N/A N/A 62% -- Radio appearances N/A N/A 62% -- Through a member’s Facebook, Orkut or other social network profile 22% 37% 54% +32 Op-eds N/A N/A 54% -- Television advertising N/A N/A 47% -- Print advertising N/A N/A 45% -- Mobile interaction through applications or text messages N/A 32% 44% +12 Through Twitter 7% 15% 41% +34 Radio advertising N/A N/A 40% -- Comments posted on YouTube N/A 14% 30% -- Traditional Channel Digital Communication Paid Media *2010 for Through a member’s website and Mobile interaction through applications or text messages When constituents contact your member, how effective are each of the following modes of contact? 15
  16. 16. More than 95% of LatAm staffers consider more effective in-person visits Traditional Direct Contact Indirect Contact Channels % Total Efficency 94% 79% In-person visits In-person visits 92% with a 59% with constituents 91% professional 84% Direct contact by lobbyist constituents is 96% 75% considered much more effective than contact 85% 66% through third parties. 81% 50% Through a trade Telephone callsMoreover, associations or 76% association 55% chambers that are best 81% 86% viewed lobbyists. 90% 90% North America Written letters Europe 55% Asia 63% Latin America When constituents contact your member, how effective are each of the following modes of contact? 16
  17. 17. Visits from constituents are very effective in LatAm, and associations are also well received in México Traditional Direct Contact Indirect Contact Channels% Total Efficency 94% 62% In-person visits In-person visits with a 94% 70% Of any form of with constituents professional lobbyist direct contact, in-person 100% 94%visits are most effective in the region, although inBrazil phone calls remain 70% 88% as efficient channels . Through a trade Telephone calls 88% 72% association Indirect approaches are 84% 98% more effective if done through associations or chambers. 56% Written letters 72% Argentina Brazil 60% Mexico When constituents contact your member, how effective are each of the following modes of contact? 17
  18. 18. Latin American advisers were less averse to channels that generate highly visible impact Traditional Contact through traditional media Channels% Total Efficency 67% 57% Newspapers 59% 50% Radio appeareances columns 76% 61% Staffers are, ingeneral, skeptical about 83% 79%channels that generate a high 60% 74%visibility, although Latin 53% 41% America shows Television Op-eds less skepticism. appereances 84% 42% 89% 69% 63% North America Europe 71% Asia Press releases 98% Latin America 67% When constituents contact your member, how effective are each of the following modes of contact? 18
  19. 19. Staffers in Brazil were less favorable to channels that generate a lot of visibility and publicity Traditional Contact through traditional media Channels% Total Efficency 82% 90% Newspapers 86% Radio appeareances 64%Staffers have shown to ve columns a little more skeptical 80% 84% about the channels that generate too muchvisibility/exposure in the 92% 84% relationship with voters. Television 86% Op-eds 34% appereancesBrazil is the market that 88% 88%better shows the doubtsgenerated by the contactthrough these channels. 70% Press releases 52% Argentina Brazil 76% Mexico When constituents contact your member, how effective are each of the following modes of contact? 19
  20. 20. Facebook and Twitter are more effective in Latin America than in the other parts of the world Digital Communication 87% 33% % Total Efficency 86% Mobile interaction 34% Constituen-sent e- through applications mails 69% 64% Social media ot text messagesand digital communication 85% 55% are more effective in LatAm than in other 77% 48% regions. 82% 21% Through a members Through Twitter Twitter is particularly website 59% 35% popular in 81% 71%Latin America, unlike what happens in Europe 57% 29% Through a members Facebook or other 44% Comments posted 14% North America social network on YouTube 40% 43% Europe profile Asia 75% 51% Latin America When constituents contact your member, how effective are each of the following modes of contact? 20
  21. 21. Facebook and Twitter are almost as effective as direct emails and contact-through-website in LatAm DigitalCommunication% Total Efficency 74% Mobile interaction 58% Constituen-sent e- 90% through applications 28% mails ot text messages 92% 80% Despite being moreconventional, direct mails and Web Lawmakers 70% 62% have been overtaken Through a members by social media. 82% Through Twitter 68% website 92% 82%Facebook and Twitter are particularly popular in Mexico. 72% 54% Through a members Facebook or other Comments posted 56% 28% social network on YouTube Argentina profile 96% 70% Brazil Mexico When constituents contact your member, how effective are each of the following modes of contact? 21
  22. 22. 2011CapitalStaffersIndexA Global Analysis ofDigital Media’s Impacton Shaping Policy 22

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