Emmer smw campaigns

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Emmer smw campaigns

  1. 1. Prof. Dr. Martin Emmer Institut für Publizistik- und Kommunikationswissenschaft, Arbeitsstelle Mediennutzung Why  Social  Media  Campaigns Some4mes  Work  and  Some4mes   Fail Social  Media  Week  Berlin 27.09.2012Donnerstag, 27. September 12
  2. 2. Program How  can  the  findings  from  social  science   contribute  to  the  art  of  campainging  (for   social,  politcal,  civil  goals)? • Social  Science • Social  Media • Campaigning  -­‐  Strategic  Communica4onDonnerstag, 27. September 12
  3. 3. I. Some introductory remarks on what social science tells us about human communication (... and which might be relevant for social media)Donnerstag, 27. September 12
  4. 4. Basic findings: Messages trying to motivate people to go voting are more effective when forwarded by people we know and trustDonnerstag, 27. September 12
  5. 5. Lazarsfeld,  Paul  F./Berelson,  Bernhard/ (Paul F. Lazarsfeld) Gaudet,  Hazel  (1944):  The  Peoples   Choice.  How  the  Voter  Makes  Up  His   Mind  in  a  Presiden4al  Campaign.  New   York:  Duell,  Sloan  and  Pearce. (c) Bardwell PressDonnerstag, 27. September 12
  6. 6. Effects  of  mediated  campaign   communica4on: •  Ac4va4on •  Reinforcement •  „Two-­‐step-­‐flow“  of  communica4on but:  almost  no  persuasion  Donnerstag, 27. September 12
  7. 7. Kahneman,  Daniel  (2011):  Thinking,  Fast   and  Slow.  New  York:  Farrar,  Straus  and   Giroux. Pedy,  Richard  E./Cacioppo,  John  T.   (1986):  Communica4on  and  Persuasion:   Central  and  Peripheral  Routes  to   Ahtude  Change.  New  York:  Springer.Donnerstag, 27. September 12
  8. 8. Two  ways  of  processing  informa4on and  making  up  one‘s  mind: issue requiring  decision peripheral  path (fast) central  path resources (slow) (4me,  thought  etc.) ephemeral  decision stable  decision (e.g.  opinion) (e.g.  opinion)Donnerstag, 27. September 12
  9. 9. Conclusion  I: Social  Media‘s  advantages  for  campaigning: ...  they  give  access  to  personal  networks  of   people  and  their  credibility ...  opportuni4es  both  for  peripheral  &   central  paths  of  opinion  buildingDonnerstag, 27. September 12
  10. 10. Conclusion  I  b: The  individual  is  no  longer  just  part  of  a   „target  group“  but  a  relevant  playerDonnerstag, 27. September 12
  11. 11. Example The  target-­‐group  vs.  player  problem: http://www.shakesville.com/2012/09/mitt-romney-releases-tax-return.htmlDonnerstag, 27. September 12
  12. 12. II. Needs,  expecta4ons,  mo4ves  of  individuals   as  key  to  campaign  par4cipa4onDonnerstag, 27. September 12
  13. 13. Why  do  people  communicate?   •  Ra4onal  reasons/individual  benefit •  Social  needs:  surveillance,  integra4on,  iden4ty  building •  Emo4onal  reasons:  relaxa4on,  entertainment,  fun •  Habitualiza4on,  rituals ...  and  why  not? •  Relevance •  Costs:  money,  4me,  knowledge •  Emo4ons:  fear  of  isola4on,  ...Donnerstag, 27. September 12
  14. 14. Example Mo4va4ons  of  German  state  MPs  for  being  present  online   (2007) Be Transparent 93 Comm. to Constituency 88 Positive Self-Presentation 82 Attract Young Voters 77 Agenda Setting 77 Support for Positions 75 Win Voters 72 Raise Voting Participation 70 Get Feedback 69 Win Campaigners 63 Media Relations 56 Sharpen Profile 48 0% 20% 40% 60% 80% 100%Donnerstag, 27. September 12
  15. 15. III. Examples:  ACTADonnerstag, 27. September 12
  16. 16. Campaign-­‐Hub: focused  on  resources,  how-­‐to‘s,  connec4ng   peopleDonnerstag, 27. September 12
  17. 17. Combina4on  of: •  Variety  of  modes  of  communica4on •  Informa4on  &  entertainment •    Variety  of  perspec4ves  and  argumentsDonnerstag, 27. September 12
  18. 18. Go  offline  (too) http://www.flickr.com/photos/digitalegesellschaft/7354521426/Donnerstag, 27. September 12
  19. 19. It‘s  not  all  digital  and  social: •  „economy  of  aden4on“  -­‐  news  factors •  „Issue“-­‐issues:  rejec4ve/protest  vs.      projec4ve/forma4ve •  context  (framing)  and  environment    (issue-­‐compe44on)Donnerstag, 27. September 12
  20. 20. IV. Risks  &  ProblemsDonnerstag, 27. September 12
  21. 21. Being  „unsocial“: •  Trying  to  run  a  campaign  on  your  own    (companies,  lobby-­‐groups) •  may  spur  opposi4on:    feeling  of  being  abused,  intransparency •  strategy  to  keep  control  of  messagesDonnerstag, 27. September 12
  22. 22. Key  risks: •  Losing  control •  Not  knowing  what  your  goals  are        (likes  or  votes?) •  Misuse  of  channels  (SWOT)Donnerstag, 27. September 12
  23. 23. V. Conclusions  &  DiscussionDonnerstag, 27. September 12
  24. 24. •  Think  about  the  needs  of  you  supporters •  Integrate  their  skills,  knowledge,      mo4va4on,  contacts  into  your  campaign •  Take  them  to  ac4on •  Be  transparent  and  authen4cDonnerstag, 27. September 12
  25. 25. mar4n.emmer@fu-­‐berlin.de @mjemmer hdp://www.mar4n-­‐emmer.netDonnerstag, 27. September 12

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