2011 capital staffers uk deck final

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2011 capital staffers uk deck final

  1. 1. 2011CapitalStaffersIndexAn Analysis of DigitalMedia’s Impact onShaping Policy for theUnited Kingdom
  2. 2. Research Methodology and Objectives This survey tests the perceived value of various communication StrategyOne surveyed 542 senior strategies as tools for policymakers to connect with local residents and staff members from key capitals communities; determines the credibility and trust associated with around the world from September social media networks; and compares the Internet’s influence on 26, 2011 to October 31, 2011. 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”99% 95% 81% 68% 68% How important are each of the following in turning a policy issue into a policy priority for you? (UK only) 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? (UK only) 4
  5. 5. Making Life Easier Evidence-based analysis is important Don’t be overwhelming/fewer e-mails 23% Be focused on message 21% Know the issue 8% Present clear analysis with evidence 5% Better communication 4%Top Two Factors Use more technology 3%Fact Supported Answer questions personally 3% Messaging Better cooperation 2% Work at ground level 2% Be less superficial 1% Show impact on constituents 1% Acknowledge the other side of the issue 1% Promote the party 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) [UK only] 5
  6. 6. Campaign “Fail Factors” 10% Weak government relations Small & or lobbying narrow coalition 21% Poor spokesperson Narrow corporate No studies that interests support goals Poor strategy Weak media team 22% Limited grassroots support 24% Poor messageWhich ONE of these is typically the reason why a public affairs campaign fails? (UK only) 6
  7. 7. Advocacy is Personalconstituent community emails voter local onlineoffice visits leader letters letters editorials 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? (UK only) 7
  8. 8. Social networks and Twitter have gone mainstreamReaching Members in the UK Change from 2009 2010 2011% Total Effective 2009*Written letters 97% 92% 98% +1Constituent-sent e-mails 94% 86% 97% +3In-person visits with constituents 92% 88% 95% +3Through a member’s [2009] blog/ [2010-2011] website 18% 70% 89% +19Telephone calls 89% 78% 87% -2Newspaper columns 75% --Press releases 55% --Television appearances 55% --Radio appearances 53% --In-person visits with a professional lobbyist 51% --Through a member’s Facebook, Orkut or other social network profile 15% 26% 41% +26Op-eds 41% --Through a trade association 40% --Through Twitter 9% 22% 34% +25Print advertising 32% --Mobile interaction through applications or text messages 24% 23% -1Television advertising 14% --Radio advertising 14% --Comments posted on YouTube 14% 12% -- 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? (UK only) 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 60% on something you read online 67% YES NO 54% 81% in 2009 40% NO in 2009 33% NO YES In the last 30 days, have you: 9
  10. 10. Globally, Twitter and social networks are thechannels experiencing the most significant growth When constituents contact your member, how effective are each of the following modes of contact? 10
  11. 11. In the UK, the Twitter phenomena is lagging the rest of the worldWhen constituents contact your member, how effective are each of the following modes of contact? (UK only) 11
  12. 12. Current Member use of Facebook and Twitter is already 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. 12
  13. 13. But, in the UK, current Member Twitter and blog use outpaces last year’s projected three-year growth 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. (UK only) 13
  14. 14. 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 a renewed focus on direct media relations If you use Twitter, please select each of the types of people YOU follow on Twitter? 14
  15. 15. A majority of staffers use Twitter as an issues and news first alert system Twitter Use by Country (60% Overall) There is a clear desire to influence the Canada 96% flow of 53% Mexico 88% information: Do not use Twitter US 84% using Twitter toArgentina 66% receive news 14% quickly and call Listening UK 66% Receiving to issues attention to news China 65% issues bypasses quickly 16% Shaping Calling debate Brazil 58% traditional news attention to sources and issues Receiving EU 47% unfiltered allows staffers to information India 47% act as a source of Talking to France 32% information constituentsGermany 30% themselves. Thinking just about Twitter, which ONE of the following do you feel is the biggest benefit you get from using Twitter? 15
  16. 16. Designing the Perfect Campaign Make it relevant Tell a Compelling Story Take the issue onlineNational Economics/Local Impact Master Narrative Search optimization Analysis and research Statistics Compelling content White Papers Anecdotes Tweets & blogs Concise, impactful supporting content Personalize Your Outreach Supplement Traditional with Digital Grassroots/Advocacy Government relations Constituent letters/e-mails Media relations Member outreach days Twitter/Facebook Business/Community leader testimonials Social media/blogs/websites 16
  17. 17. 2011CapitalStaffersIndexAn Analysis of DigitalMedia’s Impact onShaping Policy for theUnited Kingdom

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