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2011
Capital
Staffers
Index
A Global Analysis of
Digital Media’s Impact
on Shaping Policy
November 2011
Research methodology and
                          objectives
StrategyOne surveyed 542 senior
staff members from key capitals
                                     This survey tests the perceived value of various communication
                                    strategies as tools for policymakers to connect with local residents and
                                    communities; determines the credibility and trust associated with
around the world from September
                                    social media networks; and compares the Internet’s influence on
26 to October 31, 2011.             policymakers internationally.



                                                                     London, UK       Parliament   91

                                                                     Brussels. BE     Parliament   51

                                                                         Paris, FR    Assembly     50

                                                                         Berlin, DE   Bundestag    50




Washington, DC    Congress     50


  Ottawa, CA      Parliament   25                                                                       New Delhi, IN   Parliament   55


Mexico City, MX   Congress     50                                                                        Beijing, CN    Congress     20




                                      Buenos Aires, AR   Congress   50
    The overall margin of
     error is +4.2% in 95               Brasilia, BR     Congress   50
      out of 100 cases.


                                                                                                                                          2
From Policy Issue to Policy Priority
           “It’s the Economy Stupid” & “All Politics is Local”



95%               95%
                                             86%                         84%                        77%




    How important are each of the following in turning a policy issue into a policy priority for you?
                                                                                                          3
Outside research and briefing
       overviews play an important role
       when staffers meet with lobbyists




 academic       NGO             one page         editorials        industry           polls             ads         blogs
whitepapers   Research          briefings                           groups


              When you meet with lobbyists, which THREE of the following things do you pay the most attention to?
                                                                                                                            4
Making Life Easier
                            Evidence-based analysis is important


                   Present clear analysis with evidence                                               23%
 Top Two
 Factors                     Be focused on message                                                    20%
   Fact
Supported                            Know the issue                                                    11%
Messaging
                     Don’t be overwhelming/fewer e-mails                                               7%
                                Better communication                                                   6%
                                 Use more technology                                                   4%
                                  Better cooperation                                                   4%
                                    Personal contact                                                   3%
                                      Local support                                                    2%
                          Schedule meetings in advance                                                 1%

  What is the ONE thing that advocacy groups or lobbyists could do that would do the MOST to make YOUR job easier?
                                                    (Open ended)
                                                                                                                     5
Campaign “Fail Factors”
  Small &
   narrow                                                           Weak media
  coalition                                                          relations
     8%                        Narrow                                    8%
                              corporate
                              interests
                                                                               Poorly
                 Poor           11%                                           executed
              spokesman                                                      advertising

                 11%                                                               7%
                                                                                      No
            Limited                                                                studies
            support                                                                  that
                                                                                   support
           12%                                                                      goals

                           Poorly
                                                    Poor                            4%
                                                   message
                          designed
                          strategy

                           14%                   23%                          Weak team
                                                                                   2%



 Which ONE of these is typically the reason why a public affairs campaign fails?
                                                                                             6
Advocacy is Personal




 voter     community constituent                  emails             local             social          online
letters   leader letters office visits                             editorials          media          petitions


           When hearing from local advocacy groups, which of the following things help that group’s
                         cause, and which of the following hurt that group’s cause?                               7
Effectiveness of reaching members through social
            networks and Twitter is growing, rapidly
     approaching more traditional modes that maintain
Reaching Members
                          their lead                 Change
                                                                                     2009                2010                2011
% Total Effective                                                                                                                         from 2009*
In-person visits with constituents                                                   N/A                 N/A                 94%          --
Constituent-sent e-mails                                                             87%                 92%                 85%          -2
Telephone calls                                                                      85%                 83%                 83%          -2
Written letters                                                                      90%                 88%                 81%          -9
Through a member’s website                                                           N/A                 72%                 79%          +7
Newspaper columns                                                                    N/A                 N/A                 72%          --
In-person visits with a professional lobbyist                                        N/A                 N/A                 70%          --
Television appearances                                                               N/A                 N/A                 70%          --
Through a trade association                                                          N/A                 N/A                 64%          --
Press releases                                                                       N/A                 N/A                 62%          --
Radio appearances                                                                    N/A                 N/A                 62%          --
Through a member’s Facebook, Orkut or other social network profile                   22%                 37%                 54%          +32
Op-eds                                                                               N/A                 N/A                 54%          --
Television advertising                                                               N/A                 N/A                 47%          --
Print advertising                                                                    N/A                 N/A                 45%          --
Mobile interaction through applications or text messages                             N/A                 32%                 44%          +12
Through Twitter                                                                      7%                  15%                 41%          +34
Radio advertising                                                                    N/A                 N/A                 40%          --
Comments posted on YouTube                                                           N/A                 14%                 30%          --

        Traditional Channel                             Digital Communication                                                Paid Media
                              *2010 for Through a member’s website and Mobile interaction through applications or text messages
                 When constituents contact your member, how effective are each of the following modes of contact?                                      8
The internet is a driver in
  informing and shaping policy
             issues
Educated            Energized
Learned about a public                                    Changed your position
policy issue for the first                                on a policy issue, based
time online (globally)
                             60%                          on something you read
                                                          online (globally)
                                                                                     67%
                             YES                                                     NO
            54%                                                       81%
            in 2009          40%                                      in 2009        33%
            46%              NO                                       19%            YES
            in 2009                                                   in 2009




                                   In the last 30 days, have you:                          9
Globally, the effectiveness of Twitter and
social networks are experiencing the most
             significant growth




     When constituents contact your member, how effective are each of the following modes of contact?   10
Current Member use of Facebook and
Twitter is already outpacing last year’s
    forecast for three-year growth
+8
                       +8




   Thinking about several different technologies, please indicate whether or not your Member was using them to
communicate with constituents on key issues 3 years ago, is using them now, and will be using them 3 years from now.   11
Twitter’s ability to provide news
 and politics is a large factor
motivating who staffers choose
            to follow




                                                                                 The focus on
                                                                                members of the
                                                                               media highlights a
                                                                               need for focus on
                                                                                 direct media
                                                                                   relations




      If you use Twitter, please select each of the types of people YOU follow on Twitter?          12
A majority of staffers use Twitter as an
        issues and news first alert system

  Twitter Use by Country                 There is a clear
        (60% Overall)                          desire to
                                           influence the
 Canada

  Mexico
                                  96%

                                88%
                                                flow of
                                            information:
                                                                                             53%
                                                                                        Do not use Twi er            6%
     US                         84%      using Twitter to                                                         Listening
                                           receive news                                                           to issues
Argentina                 66%
                                         quickly and call                                                           6%
     UK                   66%
                                             attention to                  14%                                    Shaping
   China                  65%           issues bypasses                  Receiving                                debate
   Brazil             58%                traditional news                  news                              4%
                                            sources and                   quickly     16%                 Receiving
     EU             47%                                                              Calling              unfiltered
                                          allows staffers                          a en on to
    India           47%                       to act as a                                         2% informa on
                                                                                     issues    Talking to
  France      32%                              source of                                      cons tuents
Germany      30%                             information
                                            themselves.


             Thinking just about Twitter, which ONE of the following do you feel is the biggest benefit you get
                                                   from using Twitter?                                                  13
Designing the Perfect Campaign



 Make it relevant                 Tell a Compelling Story Take the issue online
National Economics/Local Impact                Master Narrative                      Search optimization
     Analysis and research                        Statistics                         Compelling content
          White Papers                           Anecdotes                             Tweets & blogs
                                    Concise, impactful supporting content




Personalize Your Outreach Supplement Traditional with Digital
             Grassroots/Advocacy                                      Government relations
          Constituent letters/e-mails                                     Media relations
            Member outreach days                                        Twitter/Facebook
    Business/Community leader testimonials                         Social media/blogs/websites
                                                                                                           14
2011
Capital
Staffers
Index
A Global Analysis of
Digital Media’s Impact
on Shaping Policy
November 2011




                     15
Appendix
National Score Cards
November 2011




                       16
Summary of United States



                         Effectiveness of Inbound
                                                              2009   2011   Change                            Top Twitter
                         Digital Communication




                                                                                     % Follow on Twitter
                                                                                                              Members of the media          48%
% Total Effective




                         Constituent-sent e-mails             84%    78%      -6
                                                                                                              Political professionals       48%
                         Through a member’s website           n/a    74%      --
                                                                                                              Bloggers                      40%
                         Through Twitter                      16%    40%     +24                              Legislative Colleagues        38%
                         Through a member’s Facebook, Orkut                                                   Federal Government Entities   38%
                                                              40%    38%      -2
                         or other social network profile
                                                                                                              Local Interest Groups         33%
                         Comments posted on YouTube           n/a    30%      --
                                                                                                              Constituents                  31%
                         Mobile interaction through
                                                              n/a    26%      --                              Community Organizations       26%
                         applications or text messages
Members’ Digital Usage




                                                                                     Top 3 Twitter Benefits
Summary of United Kingdom



                         Effectiveness of Inbound
                                                              2009   2011   Change                            Top Twitter
                         Digital Communication




                                                                                     % Follow on Twitter
                                                                                                              Members of the media          83%
% Total Effective




                         Constituent-sent e-mails             94%    97%      +3
                                                                                                              Political professionals       75%
                         Through a member’s website           n/a    89%      --
                                                                                                              Bloggers                      73%
                         Through a member’s Facebook, Orkut
                                                              15%    41%     +26                              Local Interest Groups         60%
                         or other social network profile
                         Through Twitter                      9%     34%     +25                              Federal Government Entities   53%

                         Mobile interaction through                                                           Community Organizations       53%
                                                              n/a    23%      --
                         applications or text messages                                                        Legislative Colleagues        47%
                         Comments posted on YouTube           n/a    12%      --                              Constituents                  28%
Members’ Digital Usage




                                                                                     Top 3 Twitter Benefits
Summary of Brussels (European Union)



                         Effectiveness of Inbound
                                                              2009   2011   Change                            Top Twitter
                         Digital Communication




                                                                                     % Follow on Twitter
                                                                                                              Members of the media          71%
% Total Effective




                         Constituent-sent e-mails             82%    84%      +2
                                                                                                              Political professionals       71%
                         Through a member’s website           n/a    76%      --
                                                                                                              Bloggers                      54%
                         Through a member’s Facebook, Orkut
                                                              22%    61%     +39                              Community Organizations       46%
                         or other social network profile
                         Mobile interaction through                                                           Legislative Colleagues        42%
                                                              n/a    37%      --
                         applications or text messages
                                                                                                              Local Interest Groups         38%
                         Through Twitter                      7%     22%     +15
                                                                                                              Federal Government Entities   29%
                         Comments posted on YouTube           n/a    12%      --                              Constituents                  25%
Members’ Digital Usage




                                                                                     Top 3 Twitter Benefits
Summary of France



                         Effectiveness of Inbound
                                                              2009   2011   Change                            Top Twitter
                         Digital Communication




                                                                                     % Follow on Twitter
                                                                                                              Legislative Colleagues        100%
% Total Effective




                         Through a member’s website           n/a    72%      --
                                                                                                              Members of the media          81%
                         Constituent-sent e-mails             88%    70%     -18
                                                                                                              Political professionals       75%
                         Mobile interaction through
                                                              n/a    54%      --                              Federal Government Entities   63%
                         applications or text messages
                         Through a member’s Facebook, Orkut                                                   Bloggers                      56%
                                                              3%     36%     +33
                         or other social network profile
                                                                                                              Community Organizations       38%
                         Comments posted on YouTube           n/a    24%      --
                                                                                                              Local Interest Groups         31%
                         Through Twitter                      0%     16%     +16%                             Constituents                  31%
Members’ Digital Usage




                                                                                     Top 3 Twitter Benefits
Summary of Germany



                         Effectiveness of Inbound
                                                              2009   2011   Change                            Top Twitter
                         Digital Communication




                                                                                     % Follow on Twitter
                                                                                                              Constituents                  67%
% Total Effective




                         Constituent-sent e-mails             88%    94%      +6
                                                                                                              Legislative Colleagues        60%
                         Through a member’s website           n/a    90%      --
                                                                                                              Members of the media          53%
                         Through a member’s Facebook, Orkut
                                                              32%    40%      +8                              Political professionals       53%
                         or other social network profile
                         Mobile interaction through                                                           Local Interest Groups         40%
                                                              n/a    24%      --
                         applications or text messages
                                                                                                              Federal Government Entities   27%
                         Through Twitter                      4%     12%      +8
                                                                                                              Bloggers                      20%
                         Comments posted on YouTube           n/a    8%       --                              Community Organizations       13%
Members’ Digital Usage




                                                                                     Top 3 Twitter Benefits
Summary of India



                         Effectiveness of Inbound Digital                                                           Top Twitter
                                                                                    2011
                         Communication




                                                                                           % Follow on Twitter
                                                                                                                    Local Interest Groups         35%
% Total Effective




                         Constituent-sent e-mails                                   89%
                                                                                                                    Members of the media          31%
                         Mobile interaction through applications or text messages   78%
                                                                                                                    Federal Government Entities   27%
                         Through a member’s website                                 69%                             Bloggers                      23%
                         Through a member’s Facebook, Orkut or other social                                         Community Organizations       23%
                                                                                    51%
                         network profile
                                                                                                                    Political professionals       23%
                         Through Twitter                                            40%
                                                                                                                    Constituents                  19%
                         Comments posted on YouTube                                 36%                             Legislative Colleagues        19%
Members’ Digital Usage




                                                                                           Top 3 Twitter Benefits
Summary of Argentina



                         Effectiveness of Inbound Digital                                                           Top Twitter
                                                                                    2011
                         Communication




                                                                                           % Follow on Twitter
                                                                                                                    Constituents                  21%
% Total Effective




                         Constituent-sent e-mails                                   74%
                         Through a member’s Facebook, Orkut or other social                                         Political professionals       18%
                                                                                    72%
                         network profile                                                                            Legislative Colleagues        15%
                         Through a member’s website                                 70%                             Community Organizations       15%

                         Through Twitter                                            62%                             Members of the media          12%
                                                                                                                    Local Interest Groups         9%
                         Mobile interaction through applications or text messages   58%
                                                                                                                    Federal Government Entities   6%
                         Comments posted on YouTube                                 54%                             Bloggers                      0%
Members’ Digital Usage




                                                                                           Top 3 Twitter Benefits
Summary of Brazil



                         Effectiveness of Inbound Digital
                                                                                    2011                            Top Twitter
                         Communication




                                                                                           % Follow on Twitter
                                                                                                                    Political professionals       72%
% Total Effective




                         Constituent-sent e-mails                                   90%
                                                                                                                    Legislative Colleagues        55%
                         Through a member’s website                                 82%
                                                                                                                    Federal Government Entities   52%
                         Through Twitter                                            68%                             Members of the media          48%
                         Through a member’s Facebook, Orkut or other social                                         Local Interest Groups         41%
                                                                                    56%
                         network profile
                                                                                                                    Constituents                  38%
                         Mobile interaction through applications or text messages   28%
                                                                                                                    Bloggers                      34%
                         Comments posted on YouTube                                 28%                             Community Organizations       28%
Members’ Digital Usage




                                                                                           Top 4 Twitter Benefits
Summary of Mexico



                         Effectiveness of Inbound Digital
                                                                                    2011                            Top Twitter
                         Communication




                                                                                           % Follow on Twitter
                         Through a member’s Facebook, Orkut or other social                                         Members of the media          43%
% Total Effective




                                                                                    96%
                         network profile
                                                                                                                    Federal Government Entities   25%
                         Constituent-sent e-mails                                   92%
                                                                                                                    Constituents                  5%
                         Through a member’s website                                 92%                             Political professionals       5%

                         Through Twitter                                            82%                             Community Organizations       5%
                                                                                                                    Local Interest Groups         2%
                         Mobile interaction through applications or text messages   80%
                                                                                                                    Legislative Colleagues        0%
                         Comments posted on YouTube                                 70%                             Bloggers                      0%
Members’ Digital Usage




                                                                                           Top 3 Twitter Benefits
Summary of China



                         Effectiveness of Inbound Digital
                                                                                    2011                            Top Twitter
                         Communication




                                                                                           % Follow on Twitter
                                                                                                                    Federal Government Entities   38%
% Total Effective




                         Constituent-sent e-mails                                   50%
                                                                                                                    Local Interest Groups         31%
                         Through a member’s website                                 50%
                                                                                                                    Constituents                  15%
                         Mobile interaction through applications or text messages   50%                             Bloggers                      15%

                         Comments posted on YouTube                                 45%                             Community Organizations       8%
                                                                                                                    Members of the media          8%
                         Through a member’s Facebook, Orkut or other social
                                                                                    35%
                         network profile                                                                            Legislative Colleagues        8%
                         Through Twitter                                            30%                             Political professionals       0%
Members’ Digital Usage




                                                                                           Top 3 Twitter Benefits
Summary of Canada



                         Effectiveness of Inbound Digital
                                                                                    2011                            Top Twitter
                         Communication




                                                                                           % Follow on Twitter
                                                                                                                    Members of the media          67%
% Total Effective




                         Constituent-sent e-mails                                   96%
                                                                                                                    Local Interest Groups         58%
                         Through a member’s website                                 80%
                                                                                                                    Constituents                  58%
                         Through a member’s Facebook, Orkut or other social
                                                                                    76%                             Legislative Colleagues        58%
                         network profile
                         Through Twitter                                            56%                             Community Organizations       54%
                                                                                                                    Political professionals       46%
                         Mobile interaction through applications or text messages   40%
                                                                                                                    Federal Government Entities   38%
                         Comments posted on YouTube                                 28%                             Bloggers                      29%
Members’ Digital Usage




                                                                                           Top 3 Twitter Benefits

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Global Deck: 2011 Capital Staffers Index

  • 1. 2011 Capital Staffers Index A Global Analysis of Digital Media’s Impact on Shaping Policy November 2011
  • 2. Research methodology and objectives StrategyOne surveyed 542 senior staff members from key capitals This survey tests the perceived value of various communication strategies as tools for policymakers to connect with local residents and communities; determines the credibility and trust associated with around the world from September social media networks; and compares the Internet’s influence on 26 to October 31, 2011. policymakers internationally. London, UK Parliament 91 Brussels. BE Parliament 51 Paris, FR Assembly 50 Berlin, DE Bundestag 50 Washington, DC Congress 50 Ottawa, CA Parliament 25 New Delhi, IN Parliament 55 Mexico City, MX Congress 50 Beijing, CN Congress 20 Buenos Aires, AR Congress 50 The overall margin of error is +4.2% in 95 Brasilia, BR Congress 50 out of 100 cases. 2
  • 3. From Policy Issue to Policy Priority “It’s the Economy Stupid” & “All Politics is Local” 95% 95% 86% 84% 77% How important are each of the following in turning a policy issue into a policy priority for you? 3
  • 4. Outside research and briefing overviews play an important role when staffers meet with lobbyists academic NGO one page editorials industry polls ads blogs whitepapers Research briefings groups When you meet with lobbyists, which THREE of the following things do you pay the most attention to? 4
  • 5. Making Life Easier Evidence-based analysis is important Present clear analysis with evidence 23% Top Two Factors Be focused on message 20% Fact Supported Know the issue 11% Messaging Don’t be overwhelming/fewer e-mails 7% Better communication 6% Use more technology 4% Better cooperation 4% Personal contact 3% Local support 2% Schedule meetings in advance 1% What is the ONE thing that advocacy groups or lobbyists could do that would do the MOST to make YOUR job easier? (Open ended) 5
  • 6. Campaign “Fail Factors” Small & narrow Weak media coalition relations 8% Narrow 8% corporate interests Poorly Poor 11% executed spokesman advertising 11% 7% No Limited studies support that support 12% goals Poorly Poor 4% message designed strategy 14% 23% Weak team 2% Which ONE of these is typically the reason why a public affairs campaign fails? 6
  • 7. Advocacy is Personal voter community constituent emails local social online letters leader letters office visits editorials media petitions When hearing from local advocacy groups, which of the following things help that group’s cause, and which of the following hurt that group’s cause? 7
  • 8. Effectiveness of reaching members through social networks and Twitter is growing, rapidly approaching more traditional modes that maintain Reaching Members their lead Change 2009 2010 2011 % Total Effective from 2009* In-person visits with constituents N/A N/A 94% -- Constituent-sent e-mails 87% 92% 85% -2 Telephone calls 85% 83% 83% -2 Written letters 90% 88% 81% -9 Through a member’s website N/A 72% 79% +7 Newspaper columns N/A N/A 72% -- In-person visits with a professional lobbyist N/A N/A 70% -- Television appearances N/A N/A 70% -- Through a trade association N/A N/A 64% -- Press releases N/A N/A 62% -- Radio appearances N/A N/A 62% -- Through a member’s Facebook, Orkut or other social network profile 22% 37% 54% +32 Op-eds N/A N/A 54% -- Television advertising N/A N/A 47% -- Print advertising N/A N/A 45% -- Mobile interaction through applications or text messages N/A 32% 44% +12 Through Twitter 7% 15% 41% +34 Radio advertising N/A N/A 40% -- Comments posted on YouTube N/A 14% 30% -- Traditional Channel Digital Communication Paid Media *2010 for Through a member’s website and Mobile interaction through applications or text messages When constituents contact your member, how effective are each of the following modes of contact? 8
  • 9. The internet is a driver in informing and shaping policy issues Educated Energized Learned about a public Changed your position policy issue for the first on a policy issue, based time online (globally) 60% on something you read online (globally) 67% YES NO 54% 81% in 2009 40% in 2009 33% 46% NO 19% YES in 2009 in 2009 In the last 30 days, have you: 9
  • 10. Globally, the effectiveness of Twitter and social networks are experiencing the most significant growth When constituents contact your member, how effective are each of the following modes of contact? 10
  • 11. Current Member use of Facebook and Twitter is already outpacing last year’s forecast for three-year growth +8 +8 Thinking about several different technologies, please indicate whether or not your Member was using them to communicate with constituents on key issues 3 years ago, is using them now, and will be using them 3 years from now. 11
  • 12. Twitter’s ability to provide news and politics is a large factor motivating who staffers choose to follow The focus on members of the media highlights a need for focus on direct media relations If you use Twitter, please select each of the types of people YOU follow on Twitter? 12
  • 13. A majority of staffers use Twitter as an issues and news first alert system Twitter Use by Country There is a clear (60% Overall) desire to influence the Canada Mexico 96% 88% flow of information: 53% Do not use Twi er 6% US 84% using Twitter to Listening receive news to issues Argentina 66% quickly and call 6% UK 66% attention to 14% Shaping China 65% issues bypasses Receiving debate Brazil 58% traditional news news 4% sources and quickly 16% Receiving EU 47% Calling unfiltered allows staffers a en on to India 47% to act as a 2% informa on issues Talking to France 32% source of cons tuents Germany 30% information themselves. Thinking just about Twitter, which ONE of the following do you feel is the biggest benefit you get from using Twitter? 13
  • 14. Designing the Perfect Campaign Make it relevant Tell a Compelling Story Take the issue online National Economics/Local Impact Master Narrative Search optimization Analysis and research Statistics Compelling content White Papers Anecdotes Tweets & blogs Concise, impactful supporting content Personalize Your Outreach Supplement Traditional with Digital Grassroots/Advocacy Government relations Constituent letters/e-mails Media relations Member outreach days Twitter/Facebook Business/Community leader testimonials Social media/blogs/websites 14
  • 15. 2011 Capital Staffers Index A Global Analysis of Digital Media’s Impact on Shaping Policy November 2011 15
  • 17. Summary of United States Effectiveness of Inbound 2009 2011 Change Top Twitter Digital Communication % Follow on Twitter Members of the media 48% % Total Effective Constituent-sent e-mails 84% 78% -6 Political professionals 48% Through a member’s website n/a 74% -- Bloggers 40% Through Twitter 16% 40% +24 Legislative Colleagues 38% Through a member’s Facebook, Orkut Federal Government Entities 38% 40% 38% -2 or other social network profile Local Interest Groups 33% Comments posted on YouTube n/a 30% -- Constituents 31% Mobile interaction through n/a 26% -- Community Organizations 26% applications or text messages Members’ Digital Usage Top 3 Twitter Benefits
  • 18. Summary of United Kingdom Effectiveness of Inbound 2009 2011 Change Top Twitter Digital Communication % Follow on Twitter Members of the media 83% % Total Effective Constituent-sent e-mails 94% 97% +3 Political professionals 75% Through a member’s website n/a 89% -- Bloggers 73% Through a member’s Facebook, Orkut 15% 41% +26 Local Interest Groups 60% or other social network profile Through Twitter 9% 34% +25 Federal Government Entities 53% Mobile interaction through Community Organizations 53% n/a 23% -- applications or text messages Legislative Colleagues 47% Comments posted on YouTube n/a 12% -- Constituents 28% Members’ Digital Usage Top 3 Twitter Benefits
  • 19. Summary of Brussels (European Union) Effectiveness of Inbound 2009 2011 Change Top Twitter Digital Communication % Follow on Twitter Members of the media 71% % Total Effective Constituent-sent e-mails 82% 84% +2 Political professionals 71% Through a member’s website n/a 76% -- Bloggers 54% Through a member’s Facebook, Orkut 22% 61% +39 Community Organizations 46% or other social network profile Mobile interaction through Legislative Colleagues 42% n/a 37% -- applications or text messages Local Interest Groups 38% Through Twitter 7% 22% +15 Federal Government Entities 29% Comments posted on YouTube n/a 12% -- Constituents 25% Members’ Digital Usage Top 3 Twitter Benefits
  • 20. Summary of France Effectiveness of Inbound 2009 2011 Change Top Twitter Digital Communication % Follow on Twitter Legislative Colleagues 100% % Total Effective Through a member’s website n/a 72% -- Members of the media 81% Constituent-sent e-mails 88% 70% -18 Political professionals 75% Mobile interaction through n/a 54% -- Federal Government Entities 63% applications or text messages Through a member’s Facebook, Orkut Bloggers 56% 3% 36% +33 or other social network profile Community Organizations 38% Comments posted on YouTube n/a 24% -- Local Interest Groups 31% Through Twitter 0% 16% +16% Constituents 31% Members’ Digital Usage Top 3 Twitter Benefits
  • 21. Summary of Germany Effectiveness of Inbound 2009 2011 Change Top Twitter Digital Communication % Follow on Twitter Constituents 67% % Total Effective Constituent-sent e-mails 88% 94% +6 Legislative Colleagues 60% Through a member’s website n/a 90% -- Members of the media 53% Through a member’s Facebook, Orkut 32% 40% +8 Political professionals 53% or other social network profile Mobile interaction through Local Interest Groups 40% n/a 24% -- applications or text messages Federal Government Entities 27% Through Twitter 4% 12% +8 Bloggers 20% Comments posted on YouTube n/a 8% -- Community Organizations 13% Members’ Digital Usage Top 3 Twitter Benefits
  • 22. Summary of India Effectiveness of Inbound Digital Top Twitter 2011 Communication % Follow on Twitter Local Interest Groups 35% % Total Effective Constituent-sent e-mails 89% Members of the media 31% Mobile interaction through applications or text messages 78% Federal Government Entities 27% Through a member’s website 69% Bloggers 23% Through a member’s Facebook, Orkut or other social Community Organizations 23% 51% network profile Political professionals 23% Through Twitter 40% Constituents 19% Comments posted on YouTube 36% Legislative Colleagues 19% Members’ Digital Usage Top 3 Twitter Benefits
  • 23. Summary of Argentina Effectiveness of Inbound Digital Top Twitter 2011 Communication % Follow on Twitter Constituents 21% % Total Effective Constituent-sent e-mails 74% Through a member’s Facebook, Orkut or other social Political professionals 18% 72% network profile Legislative Colleagues 15% Through a member’s website 70% Community Organizations 15% Through Twitter 62% Members of the media 12% Local Interest Groups 9% Mobile interaction through applications or text messages 58% Federal Government Entities 6% Comments posted on YouTube 54% Bloggers 0% Members’ Digital Usage Top 3 Twitter Benefits
  • 24. Summary of Brazil Effectiveness of Inbound Digital 2011 Top Twitter Communication % Follow on Twitter Political professionals 72% % Total Effective Constituent-sent e-mails 90% Legislative Colleagues 55% Through a member’s website 82% Federal Government Entities 52% Through Twitter 68% Members of the media 48% Through a member’s Facebook, Orkut or other social Local Interest Groups 41% 56% network profile Constituents 38% Mobile interaction through applications or text messages 28% Bloggers 34% Comments posted on YouTube 28% Community Organizations 28% Members’ Digital Usage Top 4 Twitter Benefits
  • 25. Summary of Mexico Effectiveness of Inbound Digital 2011 Top Twitter Communication % Follow on Twitter Through a member’s Facebook, Orkut or other social Members of the media 43% % Total Effective 96% network profile Federal Government Entities 25% Constituent-sent e-mails 92% Constituents 5% Through a member’s website 92% Political professionals 5% Through Twitter 82% Community Organizations 5% Local Interest Groups 2% Mobile interaction through applications or text messages 80% Legislative Colleagues 0% Comments posted on YouTube 70% Bloggers 0% Members’ Digital Usage Top 3 Twitter Benefits
  • 26. Summary of China Effectiveness of Inbound Digital 2011 Top Twitter Communication % Follow on Twitter Federal Government Entities 38% % Total Effective Constituent-sent e-mails 50% Local Interest Groups 31% Through a member’s website 50% Constituents 15% Mobile interaction through applications or text messages 50% Bloggers 15% Comments posted on YouTube 45% Community Organizations 8% Members of the media 8% Through a member’s Facebook, Orkut or other social 35% network profile Legislative Colleagues 8% Through Twitter 30% Political professionals 0% Members’ Digital Usage Top 3 Twitter Benefits
  • 27. Summary of Canada Effectiveness of Inbound Digital 2011 Top Twitter Communication % Follow on Twitter Members of the media 67% % Total Effective Constituent-sent e-mails 96% Local Interest Groups 58% Through a member’s website 80% Constituents 58% Through a member’s Facebook, Orkut or other social 76% Legislative Colleagues 58% network profile Through Twitter 56% Community Organizations 54% Political professionals 46% Mobile interaction through applications or text messages 40% Federal Government Entities 38% Comments posted on YouTube 28% Bloggers 29% Members’ Digital Usage Top 3 Twitter Benefits