This document outlines a 3-day training on online strategy and political campaigning. Day 1 focuses on getting to know each other and discussing goals and challenges. Day 2 covers basics of political and online communication, including SWOT analysis. Participants are instructed to publish news, link to other articles, and participate in online conversations. Day 3 discusses engagement, the changing role of citizens and journalists, and how politicians can inform, be accountable, consult, and mobilize constituents through social media. The key lessons are to respond to people, add value through personal and positive communication, and listen in order to facilitate various levels of online engagement.

1. online strategy
& political
campaigning

2. intro

3. about the trainers

4. about the AMS

5. day 1: introduction
• getting to know each other
• what are your goals for this training;
• how do you use internet on a personal level?
• biggest challenges for your organisation.

6. day 2: political communication & online
infrastructure
• basics of political communication
• basics of online communication

7. day 3: consequences in politics
• engagement and involvement
• being an online politician

8. getting to know
each other

9. describe yourself in 140
characters
Hyperlinks are allowed...

10. reality check

11. day 2

12. goals and strategy

13. basic elements of a strategy
• goal
• leadership
• tactics and means
• message, framing and key issues
• target groups

14. SWOT analysis

16. make your own
SWOT

17. what has changed?

18. QuickTime™ en een
-decompressor
zijn vereist om deze afbeelding weer te geven.

19. pretty big deal, yes.

22. opportunities
•political parties can communicate directly to an interested
audience
•news is a conversation, with journalism websites, bloggers and
organizations linking to each other’s stories
•social media are becoming the most important means to
distribute news - anybody’s news
•social media are becoming the most important means for
organizing people behind goals. Both political and non-political.

23. news

24. previously:
organisation media public

25. today:
organisation media public

26. political parties can now
communicate directly
with the public...

27. ...but the public will
talk back as well.

28. everybody can
publish

29. traditional role of
journalism diminishes

30. news is a
conversation

31. individuals play a
much bigger role in
communication

32. chose topics that are
close to people and
day to day live

33. don’t write about
politics, write about
issues that people
can relate to

36. participate in conversations by
adding value to them

37. link and be linked

38. what to do?
•publish ‘news’ on your website: news +
background information + analysis + opinion
•link to other news articles on other websites
•add something to a conversation

39. how?
•news.google.com
•blogsearch.google.com
•your own archives
•search.twitter.com
•do NOT link to homepages, but to specific
articles and pages

40. example:
•news topic: local example
•what to add?
•search for related articles
•write an article with your added value

45. exercise:
•choose a topic
•decide on your message, your contribution to the
conversation (for example: your opinion)
•find 2 or 3 sources to which you can link
•(news.google.com, blogsearch.google.com,
search.twitter.com)
•write down some notes about your topic and sources (do
not write the article now)

46. blogging

47. beforewriting on this topic? writing
•why are
you start
•for whom are you writing it?
•in what public debate do you want to participate?
•who else is writing about it?
•what is your message? What does it add to the
debate?

48. writing a blog
•conversational style
•personal
•link and be linked
•add value to what already exists
•don’t just write, create value and relevance
•write form your own (personal/organization)
perspective and interest

49. characteristics of a blog
•headline and first paragraph: discriptive,
appealing, proposition (added value?)
•link(s) to context and add value to it
•multiple paragraphs, use subheads, make your
article easily scannable
•illustrations, multimedia

50. in general a blog:
•links to its motive: an article elsewhere
•links to relevant content elsewhere
•links to previous articles you wrote
•adds: additional information, an interview, an
analysis, an opinion, an insight, - anything.

51. rss
e-mail
rss-readers
linkedin
twitter facebook

52. newsletter

58. newsletter
•be as personal as possible
•make it short
•act like a person, not as an organization
•show where they can find your website & social
media
•analyze, what do your subscribers like?

59. social media

60. with unlimited sources of
news and information, how
do we find what is important
to us?

61. how can we choose what we
want to read or view, how
can we find information and
news important to us?

66. social media are globally becoming
the most important source of news
and opinion

67. functions social media
•distribution
•conversation
•engagement

68. reaching people
•bloggers link to your articles
•facebook users will ‘like’ and share links to your
articles
•twitter users will link to your articles and ‘retweet’
others who do
•people will email links to your articles to their

69. facebook

72. getting fans
•start with people you know, personally and as an
organization
•deliver content with added value, be fun &
interesting!
•redirect to your Facebookpage in other media
•fan-box on your website

73. what to do
•make a fanpage
•share links to articles on your website, but add a
personal message to your Facebook fans.
•ask your fans questions, engage & be positive.

74. twitter

76. difference between
twitter and facebook

77. reaching more people by:
•start with following a few people that are relevant
listen to what they say, which subjects they
communicate about.
engage, answer questions, be personal
send information about what you do, what you think,
add value to news from your point of view.

79. most important:
news = a conversation
(so communicate,
not just send)

80. case

91. day 3

92. engagement

93. people don’t easily
become a member of a
political party

94. there’s no such thing
as a ‘guaranteed electorate’
anymore

95. today, a majority of
people are ‘floating
voters’

96. if someone finds your
party interesting; how
can they get
involved?

97. what do you do when
you want involvement
and support?

98. answer: make it easy,
attractive and risk-
free to become
involved

99. what is the easiest and
most risk-free way to get
involved in a political
party?

100. and how do we make them
more involved?

101. advice: create a strategy that
facilitates ‘degrees of
engagement’

102. volunteer
member
subscriber to e-mail
fan on
follow on

103. always invite people to get 1
more level extra involved /
engaged

105. also: e-mail!

107. politician 2.0

108. •inform
•accountability & transparancy
•consult & get feedback
•mobilise

114. [insert lokaal voorbeeld]

115. the message = conversation
tone = conversational
being transparant

121. Lessons:
1. Do more than just push information.
2. Respond to people.
3. Use a personal tone of voice, stay authentic
4. Add value.
5. Use humor.
6. Listen to people.
7. Stay positive. Always.
8. Know that responding can turn the tide.
9. Stick to your message.
10. Follow people.