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 50
Washington, DC Congress 50
Ottawa, CA Parliament 25 New Delhi, IN Parliament 55
Mexico 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. 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. Outside research and briefing
overviews play an important role when
staffers meet with lobbyists
academic NGO one page editorials industry polls ads blogs
whitepapers 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. 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. 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 message
Which ONE of these is typically the reason why a public affairs campaign fails? (UK only)
6
7. Advocacy is Personal
constituent community emails voter local online
office 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. Social networks and Twitter
have gone mainstream
Reaching Members in the UK Change from
2009 2010 2011
% Total Effective 2009*
Written letters 97% 92% 98% +1
Constituent-sent e-mails 94% 86% 97% +3
In-person visits with constituents 92% 88% 95% +3
Through a member’s [2009] blog/ [2010-2011] website 18% 70% 89% +19
Telephone calls 89% 78% 87% -2
Newspaper 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% +26
Op-eds 41% --
Through a trade association 40% --
Through Twitter 9% 22% 34% +25
Print advertising 32% --
Mobile interaction through applications or text messages 24% 23% -1
Television 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. The internet is a driver in informing
and shaping policy issues
Educated Energized
Learned about a public Changed your position
policy issue for the first on a policy issue, based
time 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. Globally, Twitter and social networks are the
channels experiencing the most significant growth
When constituents contact your member, how effective are each of the following modes of contact? 10
11. In the UK, the Twitter phenomena
is lagging the rest of the world
When constituents contact your member, how effective are each of the following modes of contact? (UK only) 11
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. 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. 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. 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 to
Argentina 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 constituents
Germany 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. Designing the Perfect Campaign
Make it relevant Tell a Compelling Story Take the issue online
National 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
