1.
Can you translate social media
engagement into votes, or is it
all about the big data?

2.
@thomasnoppen
Now: @netuddgaven
Policy and
C
ommunications for
Manu Sareens 2011
election campaign.

3.
Basic rules of interaction
Converted to politics
Politics and media
Politics and social media

4.
Basic rules:
Level of interest
Types of interaction

5.
Level of interest

6.
How should this
influence political
campaigns?

7.
Things you believe are important issues
are probably not important for most
people.
When all the experts agree, then you’re
probably right to do things differently.
Because they are part of 1 %.

8.
Interaction according
to type of voter
Two types of voters:
1) those who’ve already decided and who know
why
2) those who are influenced by everything else

9.
Political strategy based on
interacting with both
groups

10.
Build on political issues (doh!) that people can relate
to.
But political issues alone don’t make you popular
Your personality and good traits do that. Make sure
they’re present
Apply them to all aspects of communication

11.
Press coverage =
getting elected?
Probably not, because getting
consistent press coverage for
being a jerk doesn’t get you
elected. Why?

12.
The media likes idiots
People don’t
SO
Don’t be an idiot just to
get press coverage.

13.
When you play by the
same rules as
everybody
Then you’re really not
that special

14.
Social media is great
Measure engagement: discussions, likes, interactions,
impressions and even media coverage.
Forge relationships
Gather information
Make linking, sharing, creating simpler

15.
Define your needs
according to scale
Know your needs? How many votes?
Set your targets accordingly.

16.
Small data, much
easier than big data
Gather information, build relationships with skilled
people, schedule meetings, engage in dialogues
with “common people”
Remember the basic rules

17.
If people like you…
They’ll probably help you, if you ask
They’ll probably vote for you
They’ll certainly speak about you to their friends and
their friends etc.

18.
Making people like you
Easier “away from keyboard”
More difficult but not impossible using social
media
A lot harder through traditional media

19.
@tokehelmo
Now: The Danish
Diet & Nutrition
Association
Sofie Carsten
Nielsen (FV11)
Anna Mee
Allerslev (KV13)

20.
Campaigning and
#smdk
Experiences from using social-media in a
political grassroots-campaign:
• Social media doesn’t get you elected...But it
helps.
• Social media is a great tool for supporting
the campaign efforts to win the the vote.

21.
Three target audiences
Three target audiences for a campaign and
their pay-off:
• The base - engagement
• The media - agenda
• The voters - support

22.
The Base
• Everyone who supports your cause and is
willing to help.
• Party-members, elected representatives,
core volunteers, friends, family
• The base supports your efforts online and
helps you in getting votes

23.
Create a base
• You need to create support, to get an
online powerbase.
• Support through: Strong message, inspiring
commitment, charisma, nice person.
• Off-line personal contact creates the
strongest base
• Online created base is more “pop-up and
stop”

24.
Use the base
• Spontaneously or planned
• Political (Share the message) or Personal
(Endorsements)

25.
Pay-off from the Base
• More engagement = more volunteers
• More engagement = more hours per
volunteer
• More engagement = spreading the message
to non-volunteers (voters/media)

26.
The media

27.
The media
Change the agenda:
• Feed the press (positive/negative)
• Attack the opponents
• Arm the base

28.
The base and the media
• Arming the base: Give quotes, arguments,
data etc.
• Easy to use understand and easy to use

29.
The voters
• Indirect contact: The advertisement
(promotion of new initiatives, policies etc)
• Direct contact:The conversation
(questions, responses)

30.
@karmel80

31.
Big Data
Social Media

32.
Credit: Images
99% (cc) Christian Guthier net_efekt
Giraffe: (cc) Calidenism
Manu på Folkemødet (cc) by News Oresund
Datamining (cc)
Danneborg (cc) by Comrade Foot aka Jens Rost
Visual dataming (cc) by Bompo
Datamining, PRISM (cc) by Tau Zero