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Brand Strategy: Politics 2.0


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DNA://11 - Hill & Knowlton

Brand Strategy: Politics 2.0

  1. 1. Politics 2.0 – How the Internet has changed the way we govern, campaign and connect with the public Rishi Saha Hill & Knowlton
  2. 2. “I almost never trust Government to put the nationalinterest first” 40% 11% 1987 2010Source: British Social Attitudes Survey
  3. 3. As a result, the cost of top-down Governmentcommunications skyrocketed 2009-10 UK Government communications spend: £1.01 billion
  4. 4. Where do politics and digital come together?1. Behaviour Change  Applying behavioural insights into public policy making and communications2. Social Advocacy  Harnessing the multiplier effect of peer-to-peer networks3. ‘Always On’ Communications  Managing issues, dialogue and crises in real-time
  5. 5. BEHAVIOUR CHANGEHelping citizens make better decisions1. Social Norms  Draw public attention to the statistical reality of an undesirable behaviour2. Choice Architecture  Use default options and relative positioning to guide decision-making3. Positive Recognition  Acknowledge and incentivise good behaviour
  6. 6. Social Norms “You are more/less* normal than you think”* Delete where appropriate
  7. 7. Choice Architecture Frame the decision – and its consequences
  8. 8. Choice Architecture Make the default option count
  9. 9. Choice Architecture ‘Required Choice’ forces a decision To complete any transaction on the Driver and Vehicle License Authority website, citizens must choose whether to register as an organ donor. It is estimated that this will grown the register by 1m over the next 4 years
  10. 10. Positive Recognition The smallest sign of appreciation can yield a positive effect
  11. 11. Positive Recognition Make the show of gratitude sharable
  12. 12. SOCIAL ADVOCACYHarnessing people power1. Actions are contagious  And digital tools have accelerated their viral impact2. Using surplus time  People are willing to share their expertise and connections, given the right call-to- action3. The games people play  Game mechanics can help optimise social advocacy tools
  13. 13. Actions are contagious Small, local skirmishes can be accelerated into major events through the network effect of technologyArabSpring London Riots
  14. 14. Actions are contagious Online influencers provide the stimulus and peers offer validation
  15. 15. Using surplus time The ivory tower of Government policy making needs citizen intervention
  16. 16. Using surplus time Brands are also using peer-to-peer advocacy tools to support business objectives Social media meets customer service
  17. 17. The games people play Game mechanics of competition, challenges, status, incentives and rewards can motivate innovation
  18. 18. The games people play Game mechanics can also drive political activism
  19. 19. ‘Always on’ communications Maximising the urgency of now1. The ‘War Room’  How political campaigns organise themselves for the 24-hour news cycle2. Real-time response  Monitoring and intervention to guard reputation3. Crises & threats  How Governments can react in times of emergency
  20. 20. The War Room The term was popularised by the 1993 fly-on-the- wall documentary of the 1992 Clinton campaign Defining qualities: • A news grid planning system, underpinned by a central narrative • Early morning meetings to define daily objectives • A clear hierarchical structure that enables rapid decision-making • Continual real-time media monitoring with pacy, aggressive intervention where necessary • End-of-day review sessions, often suffused with the latest poll numbers
  21. 21. Real-time response “A lie gets halfway around the world before the truth has a chance to get its pants on”, Churchill Radian6 Analysis Dashboard Dell’s Social Media Listening Command Centre
  22. 22. Real-time response Active intervention Tactical search marketing Thresholds – when do you intervene?Creative rebuttals Rebuttal platforms
  23. 23. Crises & threats Dealing with emergencies
  24. 24. Define the behaviours you are trying to change  Focus on behavioural outcomes, not just arbitrary reach metrics
  25. 25. There’s no such thing as a free lunch in social campaigning Potential advocates need motivation, rewards and incentives
  26. 26. Speed and accuracy are your licences to operate Find trusted counsellors who are able to make quick decisions on your behalf and don’t stifle the comms operation unnecessarily