The	
  Social	
  Web’s	
  Impact	
  	
  
on	
  Public	
  Policy	
  
Jonathan	
  Kopp	
  
Managing	
  Director	
  /	
  Chie...
A	
  Decade	
  of	
  Social	
  Media	
  in	
  Poli<cs	
  
2	
  
Register	
  	
  	
  	
  	
  	
  	
  Donate	
  	
  	
  	
  ...
The	
  New	
  Horserace:	
  Electeds’	
  Likes	
  &	
  Talking	
  About	
  
3	
  
Source:	
  “Congressional	
  Republicans...
Ex-­‐US:	
  Social	
  Web	
  Fuels	
  Popular	
  Uprisings	
  
4	
  
Take	
  It	
  From/To	
  the	
  Top.	
  
5	
  
•  100K	
  signatures	
  in	
  30	
  days	
  for	
  response	
  
(up	
  fro...
Social	
  Web	
  Advocacy	
  Has	
  Reached	
  Maturity.	
  
6	
  
Everyone	
  a	
  Clicktavist	
  
7	
  
ü  MoveOn.org	
  
ü  Avaaz.org	
  
ü  Change.org	
  
ü  Care2.org	
  
ü  Act.l...
Add	
  Accelerant:	
  Thunderclap	
  
8	
  
As	
  Social	
  Standardizes,	
  Staffer	
  Skep<cism	
  Surges.	
  
53%	
  of	
  Hill	
  staffers	
  strongly/agree	
  (25%...
When	
  have	
  signals	
  from	
  the	
  social	
  web	
  	
  
influenced	
  public	
  policy	
  and/or	
  ac<on?	
  	
  
...
11	
  
18	
  January	
  2012	
  -­‐	
  Day	
  of	
  Protest	
  
	
  
•  162	
  million	
  people	
  saw	
  Wikipedia’s	
  ...
SOPA/PIPA	
  Difference	
  Makers	
  
•  Big	
  corporate	
  funders	
  
•  Populist	
  issue	
  
•  Clear	
  message	
  
•...
Results:	
  
ü  President	
  Obama	
  cited	
  ASCE	
  Report	
  Card	
  at	
  Miami	
  port	
  event.	
  
ü  Congress	
...
ASCE	
  Difference	
  Makers	
  
•  Rela5vely	
  obscure	
  driver,	
  but…	
  
•  Large	
  membership	
  organiza5on…	
  
...
Student	
  Ac<vism	
  to	
  White	
  House	
  Ac<on	
  
15	
  
“Perhaps	
  most	
  important,	
  we	
  
need	
  to	
  keep...
SAFER:	
  Difference	
  Makers	
  
•  Student	
  grassroots	
  ac5vists	
  tapped	
  social	
  media	
  to	
  share	
  camp...
Hashtag	
  Deployment	
  
17	
  
“We’re	
  being	
  tweeted	
  into	
  combat,”	
  a	
  military	
  official	
  told	
  NBC	...
#BringBackOurGirls:	
  Difference	
  Makers	
  
•  Urgency	
  
•  Brazen	
  criminal	
  act	
  against	
  sympathe5c	
  vic...
Gun	
  Reform,	
  Round	
  One:	
  #Newtown	
  
19	
  
Though	
  social	
  has	
  helped	
  fuel	
  the	
  gun	
  debate,	...
#Newtown:	
  Lessons	
  Learned	
  
•  Passionate	
  base	
  can	
  make	
  more	
  noise	
  than	
  change;	
  alienate	
...
Re-­‐load:	
  #NotOneMore	
  
21	
  
NRA:	
  Outgunned	
  From	
  Both	
  Sides?	
  
22	
  
NRA	
  Statement,	
  30	
  May	
  2014:	
  
	
  
….	
  If	
  we	
  ...
NIMBY:	
  Single-­‐Family	
  Rental	
  Homes	
  
23	
  
YIMBY:	
  Na<onal	
  Rental	
  Home	
  Council	
  
24	
  
Social	
  media	
  can	
  drive	
  government	
  ac<on,	
  	
  
but	
  specific	
  condi<ons	
  are	
  typically	
  require...
Social	
  Media	
  Is	
  Key	
  Ingredient,	
  	
  
Not	
  a	
  Silver	
  Bullet	
  
26	
  
	
  
Fundamentals	
  of	
  effe...
The	
  Social	
  Web’s	
  Impact	
  	
  
on	
  Public	
  Policy	
  
Jonathan	
  Kopp	
  
Managing	
  Director	
  /	
  Chie...
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The Social Web's Impact on Politics and Public Policy

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A presentation about the impact of social media advocacy & activism on politics & public policy, by Jonathan Kopp, Chief Interactive Strategist & Managing Director, The Glover Park Group [ gloverparkgroup.com ], at the Washington, DC office of McKenna Long & Aldridge on 03 June 2014.

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The Social Web's Impact on Politics and Public Policy

  1. 1. The  Social  Web’s  Impact     on  Public  Policy   Jonathan  Kopp   Managing  Director  /  Chief  Interac5ve  Strategist     The  Glover  Park  Group   03  June  2014    @jonathankopp  
  2. 2. A  Decade  of  Social  Media  in  Poli<cs   2   Register              Donate              Volunteer              Vote              Share   2004   2008   2014  
  3. 3. The  New  Horserace:  Electeds’  Likes  &  Talking  About   3   Source:  “Congressional  Republicans  have  more  Facebook  fans,     but  Democrats  are  more  energized,”  Washington  Post,  4/28/14  
  4. 4. Ex-­‐US:  Social  Web  Fuels  Popular  Uprisings   4  
  5. 5. Take  It  From/To  the  Top.   5   •  100K  signatures  in  30  days  for  response   (up  from  5K  when  launched  in  2011).   •  Post-­‐Newtown  gun  control  pe55on   (12/12/12),  neZed  100K  sigs.  in  1  day.   •  10  MM  users  &  15  MM  signatures.   •  WH  has  responded  to  200+  pe55ons.     Construc5ve  Engagement  
  6. 6. Social  Web  Advocacy  Has  Reached  Maturity.   6  
  7. 7. Everyone  a  Clicktavist   7   ü  MoveOn.org   ü  Avaaz.org   ü  Change.org   ü  Care2.org   ü  Act.ly  
  8. 8. Add  Accelerant:  Thunderclap   8  
  9. 9. As  Social  Standardizes,  Staffer  Skep<cism  Surges.   53%  of  Hill  staffers  strongly/agree  (25%  are  “not  sure”)     that  iden<cal  form  communica<ons  are  sent  without   cons<tuents’  knowledge  or  approval.     Only  22%  believe  that  messages  actually  reflect   cons<tuent  communica<on.     [Source:  Congressional  Management  Founda5on's  2011  Communica)ng  with  Congress  report]   9  
  10. 10. When  have  signals  from  the  social  web     influenced  public  policy  and/or  ac<on?       What  can  we  learn  from  them?     10  
  11. 11. 11   18  January  2012  -­‐  Day  of  Protest     •  162  million  people  saw  Wikipedia’s   blacked-­‐out  message,  “Imagine  a  world   without  free  knowledge.”   •  70,000  smaller  websites,  including  those  of   companies,  advocacy  groups  &  individuals,   “went  dark”  or  posted  support  messages.   •  4.5  million  people  signed  Google’s  pe55on.   •  2.4  million  tweets  in  one  day.     •  Hundreds  of  thousands  of  emails  &  calls  to   Congress.   •  100K+  signatures  on  a  WeThePeople  site.   •  70,000  people  added  an5-­‐SOPA/PIPA   badges  to  their  TwiZer,  Facebook  &   Google+  avatars.   SOPA/PIPA:  Legisla<on  Swigly  Killed         The  Stop  Online  Piracy  Act  (SOPA)  was  opposed  by  Google,  Microsog,  Facebook,  Twijer,     Reddit,  Wikipedia,  Cheezburger  Network,  WordPress,  Mozilla,  among  others.  
  12. 12. SOPA/PIPA  Difference  Makers   •  Big  corporate  funders   •  Populist  issue   •  Clear  message   •  Technology  leaders  with  most  trafficked  websites   •  Highly  coordinated,  integrated  tac5cal  ac5vity   •  Innova5ve  approach   •  Call  to  ac5on   12  
  13. 13. Results:   ü  President  Obama  cited  ASCE  Report  Card  at  Miami  port  event.   ü  Congress  enacted  Water  Resources  Reform  &  Dev.  Act  for  1st  <me  in  7  years.   ü  Forward  mo5on  on  the  highway  bill.   ASCE:  America’s  Infrastructure  Report  Card   13  
  14. 14. ASCE  Difference  Makers   •  Rela5vely  obscure  driver,  but…   •  Large  membership  organiza5on…   •  With  assets  in  every  state  &  county  in  the  country   •  Enabled  localized  &  spot  market  targe5ng   •  Clear  message:  from  important  to  urgent   •  Data  based  integrated  campaign   •  Tried  &  true  tac5c  (report  card)  with  innova5ve  twist  (app)  &   crea5vity  (infographics)   •  Endorsement  from  top  influencers  (White  House,  Colbert,  etc.)   14  
  15. 15. Student  Ac<vism  to  White  House  Ac<on   15   “Perhaps  most  important,  we   need  to  keep  saying  to  anyone     out  there  who  has  ever  been   assaulted:  you  are  not  alone.     We  have  your  back.  I’ve  got     your  back.”     –  President  Barack  Obama,          22  January  2014   C   A   U   S   E   E   F   F   E   C   T  
  16. 16. SAFER:  Difference  Makers   •  Student  grassroots  ac5vists  tapped  social  media  to  share  campus   assault  news,  data  &  reports.   •  Programma5c  approach,  coordinated  with  like-­‐minded  organiza5ons.   •  Evidence-­‐based:   •  Na5onal  study  in  early  2013  about  an5-­‐rape  ac5vists,  accompanied  by  a  series  of   blog  posts  and  promo5on  across  the  social  web.   •  2nd  na5onal  study  5med  to  start  of  2013-­‐2014  school  year  analyzed  300  school   sexual  assault  policies;  promoted  across  the  social  web.   •  Influen5al  champions:  Sen.  Gillibrand,  VP  Biden  &  President  Obama.   16  
  17. 17. Hashtag  Deployment   17   “We’re  being  tweeted  into  combat,”  a  military  official  told  NBC  News.   #BringBackOurGirls   Clicktavism:   1  million  signatures  on  Change.org.   1  million  tweets  featuring   #BringBackOurGirls  in  early  May,   including  Michelle  Obama,  Hillary   Clinton  &  scores  of  celebs.     Results  to  date:     State  Dept.,  FBI,  DoD  commit   resources,  equipment,  personnel  &   poli5cal  pressure.  President  Obama   ready  to  appropriate  $5  billion  at   the  request  of  Congress.    
  18. 18. #BringBackOurGirls:  Difference  Makers   •  Urgency   •  Brazen  criminal  act  against  sympathe5c  vic5ms   •  Authen5c  outrage  &  concern  among  grassroots   •  Size  &  speed  of  popular  response   •  Influen5al  voices  championing  the  cause   18  
  19. 19. Gun  Reform,  Round  One:  #Newtown   19   Though  social  has  helped  fuel  the  gun  debate,  it  has  yet  to   produce  many  tangible  policy  change  results.       •  Funding:  More  than  $18  MM  raised  to  date  from  more  than   218,000  contribu5ons,  with  more  than  half  of  it  coming  from   people  dona5ng  online  in  amounts  of  less  than  $200.   •  Analy<cs:  iden5fying  the  people  who  are  the  most  outspoken   and  targe5ng  them  specifically,  and  iden5fying  that  unlikely   groups  of  people  such  as  veterans  are  pro-­‐gun  control.   •  Communica<on:  organiza5ons  can  quick  and  easy  to  talk  to   cons5tuencies  at  mass.  
  20. 20. #Newtown:  Lessons  Learned   •  Passionate  base  can  make  more  noise  than  change;  alienate   opposi5on  and  moveable  middle   •  Fragmented  coali5on   •  Lack  of  clear,  agreed  upon  goals   •  Spokesperson  maZers   •  No  quick  or  easy  wins  against  entrenched,  funded  opposi5on   20  
  21. 21. Re-­‐load:  #NotOneMore   21  
  22. 22. NRA:  Outgunned  From  Both  Sides?   22   NRA  Statement,  30  May  2014:     ….  If  we  exercise  poor  judgment,  our  decisions  will  have  consequences  … such  as  turning  an  undecided  voter  into  an  an<gun  voter  because  of   causing  that  person  fear  or  offense.       Recently,  demonstrators  have  been  showing  up  in  various  public  places,   including  coffee  shops  and  fast  food  restaurants,  openly  to5ng  a  variety   of  tac5cal  long  guns….       ….  while  unlicensed  open  carry  of  long  guns  is  also  typically  legal  in  most   places,  it  is  a  rare  sight  to  see  someone  sidle  up  next  to  you  in  line  for   lunch  with  a  7.62  rifle  slung  across  his  chest,  much  less  a  whole  gaggle   of  folks  descending  on  the  same  public  venue  with  similar  arms.     Let's  not  mince  words,  not  only  is  it  rare,  it's  downright  weird  and   certainly  not  a  prac5cal  way  to  go  normally  about  your  business  while   being  prepared  to  defend  yourself.  To  those  who  are  not  acquainted   with  the  dubious  prac<ce  of  using  public  displays  of  firearms  as  a  means   to  draw  aZen5on  to  oneself  or  one's  cause,  it  can  be  downright  scary.  It   makes  folks  who  might  normally  be  perfectly  open-­‐minded  about   firearms  feel  uncomfortable  and  ques<on  the  mo<ves  of  pro-­‐gun   advocates.   Open  Carry  Texas,  Gun  Rights  Across  America,  Come  &  Take  It  
  23. 23. NIMBY:  Single-­‐Family  Rental  Homes   23  
  24. 24. YIMBY:  Na<onal  Rental  Home  Council   24  
  25. 25. Social  media  can  drive  government  ac<on,     but  specific  condi<ons  are  typically  required.   PUBLIC   INFLUENCERS   Bojom-­‐up:   Grassroots  groundswell   Top-­‐down:   Engaged  celebri5es  from   poli5cs,  entertainment  &  sports   Tipping   Point     CHANGE    
  26. 26. Social  Media  Is  Key  Ingredient,     Not  a  Silver  Bullet   26     Fundamentals  of  effec<ve  communica<ons:   Analy<cs  &  Insight   Strategy   Message   Content   Targe<ng   STRATEGIC  APPROACH   Paid   Owned     Earned   INTEGRATED  TACTICS  (online  and  off)    +  
  27. 27. The  Social  Web’s  Impact     on  Public  Policy   Jonathan  Kopp   Managing  Director  /  Chief  Interac5ve  Strategist     The  Glover  Park  Group   03  June  2014    @jonathankopp  

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