What's Kate Spade Got To Do With It — Social Media at #sgelections 2011


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The 2011 General Elections in Singapore were also known to some observers as a "watershed election".

Adrianna Tan, who was the digital engagement team leader for the opposition party, the National Solidarity Party, shares a few stories, and the game plan for moving forward.

This presentation was prepared for The New Media Asia 2011 conference, held on 12 May 2011 at Royale Bintang Kuala Lumpur.

What's Kate Spade Got To Do With It — Social Media at #sgelections 2011

  1. WHAT’S KATE SPADE GOT TO DO WITH IT? social media at #sgelections 2011
  2. Who Am I? Adrianna Tan, Digital Engagement Team Leader, National Solidarity Partyhttp://www.twitter.com/skinnylatte skinnylatte@gmail.comPrepared for The New Media Asia 2011 Conference, Royale Bintang Kuala Lumpur
  3. When the ruling party announces a candidate...Singaporeans usually don’t care.However, we looked them up on Facebook this year.
  4. And we found this.So we looked again, onYouTube. And found....
  5. Thus several memes were born.“don’t know what to say”, “sarah peiling”, “kate spade, kate spade!”, “foot stomp!”
  6. 2006 vs 2011Twitter and Facebook only used by Twitter and Facebook used byearly adopters everyone and their dogBlogs and audio podcasts were main Blogs, news, Facebook notes,sources of ‘alternative’ news alternative news sites (all connected to Twitter and Facebook)‘Internet advertising’ was bannedduring the campaign period Political parties declared ‘internet advertising’, no restrictions forNo 3G, no smart-phones publicTop-down flow of information Live-stream, live-tweet rallies, signs of groundswell
  7. #sgelectionswatershed electionsnearly everybody got to vote, every constituency (except one)contested for first time in our historymultiple channels of communications, information flowed inmany directionsbypass state media for first time
  8. BackgroundState-controlled mediaRanked below Iraq & Zimbabwe for press freedomClimate of fearRespect for elders and authorityPolitics for the wise, the experienced, i.e. not for the people
  9. #sgelections in hindsightWhat and how was social media used at #sgelections?How should it not be used?What were the tools used (a) by parties (b) by voters (c) tomeasure sentiment during the elections?What can we expect from social media in #sgelections2016?
  10. EVERYONE’S ONLINE Every political party had a Facebook and Twitter account
  11. #what #twitter
  12. #what#facebookEvery party, and nearly everycandidate, had a FacebookpageSome administered moreexpertly than othersSome obviously run by n00bsSome more viral than others
  13. #how #twitter #facebookInformUpdateRespondRecruitCross-promoteEntertainAppeal
  14. InformUpdateRespond
  15. RecruitCross-promote Entertain
  16. Appealmade it easier to solve one of the biggest hurdles for oppositionparties: access to manpower and resources
  17. EVERYONE’S ONLINE How did voters use Twitter and Facebook?
  18. #how #voters52.3% Facebook penetrationrate in Singapore72% smartphone penetrationrate (5.2 million), 3rd highest
  19. Voters went to rallies,
  20. Voters went home to watch rallies they couldn’t be at,
  21. Voters created their own hashtags like #NSPRally and discussed whatthey thought
  22. Voters asked questions on Facebook and were called ‘asinine’,
  23. Voters created — and trended — the #PAPsmear hashtag,
  24. Voters created — and indulged — parody accounts,
  25. Voters spotted astroturfing,
  26. Voters wrote — and shared — hundreds of amateur politicalcommentary posted on their Facebook notes, across the politicalspectrum,
  27. Voters and social media ninjas reported dirty political “business”,prompting mainstream media to investigate,
  28. Voters found out election results on Facebook and Twitter 3 hoursbefore the announcements and were amused official media had nothingto report,
  29. Voters made stars out of returning officers,
  30. Voters made, and watched, funny DIY videos on YouTube,
  31. WHAT’S THE ROI? Measurables
  32. Results AloneRuling party won 81 out of 87 seats, despite having one of theworst social media executionHowever, this imbalance comes from Singapore’s systemicshortcomings as a democracy — failures of our First Past ThePost + Group Representation Constituency systemSocial media showed serious kinks in the armour, voters’mandate showed serious erosion to their vote share (all time lowsince independence)
  33. Building CapacityResourcesAccess and reachSocial media shifts goalposts a bit more fairly, for alternativeparties
  34. The More Things ChangePolitical parties and candidates have learned they cannot ignoresocial mediaThose who had no online presence sufferedThose who had a good online strategy were helped by it, butneeded more than Facebook popularity
  35. How should political parties engage?Run a coherent campaignSocial media people must be in sync with leadership andcandidatesBeing patronizing hurts your imageEngage an agency with ‘buy in’, or find volunteers who arepolitically savvy AND social media savvy. Cannot have onewithout the other
  36. USE THE RIGHT TOOLS +10000 XP for trying, though and for...
  37. MeasurementYour regular social media tracking tools3rd party sentiment analysis tools sprung out3rd party news tracking and aggregation tools appearedThat’s what happens when tech-savvy population and politicallyminded devs come together at a “social media elections”
  38. Measurement http://www.sgpartyti.me/
  39. Measurement http://ge.swarm.is/
  40. THE NEXT 5 YEARS Until GE 2016
  41. For all partiesUse social media platforms, established during GE 2011, tobuild capabilities within our organizationsRecruit and maintain volunteer baseUpdate and inform of activities happening between 2011 - 2016Constantly innovate, upgrade to latest toolsGet the best people to work on branding, media, social mediaalongside recruiting new candidates
  42. For votersContinue the conversation that was startedReach out to all political parties through social mediaInform ministers of your thoughts and opinionsRead more political commentary and news across all sources,mainstream and alternative and through social media linksReach out and volunteer to play active role in local politics
  43. Likes =/ VotesYet Facebook and Twitter have provided valuable link to voters50% of it is ‘noise’, but you better listen carefully to the other50%There are lots of people who want to, and can, helpDeploy comprehensive media strategy: cultivate mainstream andalternative press relations, be genuine on social media,constantly update, create various digital assets that link upproperly, have one central point of command for all digital assets
  44. Social Media in 2016Will be ‘faster, better, cheaper’Needs to be cultivated NOWYou can’t get away without it, but you NEED to do it wellSocial media didn’t exactly translate to votes in 2011, but it didpropel many candidates across the political spectrum into thespotlight — and grant popularity, or create negative publicityRole played by social media WILL get bigger, and it starts now
  45. TTFN!