On Monday 14 October I gave lecture on Digital Public Affairs to students of The Hague University. The presentation is updated with figures from a research on the usage of digital information sources by Dutch MPs. For more details on this research please check: http://fleishman.nl/2012/08/online-communication-important-for-mps-points-of-view/?lang=en
This document discusses how digital tools can support public affairs activities. It begins by noting that digital allows public affairs practitioners to reach audiences beyond just policymakers. It then outlines traditional public affairs activities like communicating with influencers, building relationships, and monitoring debates. Next, it argues that public affairs is becoming more proactive, long-term, and focused on influencing public opinion in addition to policymakers. It notes that digital tools can help with intelligence gathering, narrative development, and message delivery. Finally, it addresses potential stumbling blocks to using digital tools like resources, control, and privacy concerns.
Presentation by Hanneke Verhelst, public affairs consultant at Fleishman-Hillard on Digital Public Affairs at the Hanze University in Groningen (April 2012).
Digital and social media in Public AffairsSteffen Moller
Digital and social media can support traditional public affairs activities in several ways:
1) By establishing online presences and distributing content that policymakers and other stakeholders access regularly, such as websites, blogs, and Wikipedia pages.
2) By using social media like Twitter and LinkedIn to potentially connect with targets and build professional relationships and alliances.
3) By monitoring digital channels like blogs, tweets, and online communities to gather intelligence on issues.
Public affairs is also expanding to engage a wider range of political actors and appeal to values as well as facts. Digital tools are well-suited for storytelling, mobilization, and grassroots engagement activities. However, resources, attitudes, and policies
Tools and tactics - audience receptivity to social mediaJess Day
The document discusses the receptivity of different audiences to new and social media used by interest groups. It presents information on the types of audiences that interest groups aim to influence, including decision-makers, the public, and businesses. It also outlines the traditional, new, and social media tools that can be used to target different audiences, such as paper, email, social media, and semantic web tools. The document hypothesizes that new media represents an incremental change rather than a paradigm shift for interest groups, and that using the right mix of tools for each audience leads to greater influence. It finds that interest groups widely adopt new media but have diverging views on its importance, and that social media is best for mobilizing non-
Rules of Engagement - Meaningful Communications Strategies in the Digital Ag...Lars Voedisch
Lars Voedisch is an experienced communications strategist based in Singapore. He provides various communications services including communications strategy, social and traditional media relations, crisis preparedness, internal communications, media training, and analytics. His presentation discusses strategies for effective engagement on social media and managing reputational risks in the digital age. He emphasizes the importance of monitoring, analyzing, and engaging audiences while having proper response plans and guidelines.
The document discusses the Sense4us toolkit which aims to help policymakers make more informed decisions by analyzing social media, open data sources, and modeling policy problems. It describes the different components of the Sense4us toolkit, including tools for topic analysis of social media, sentiment analysis, cognitive mapping of policy issues, and simulation of policy options. The document also discusses challenges in using social media and open data to inform policymaking and demonstrates how Sense4us addresses these challenges through various case studies and examples.
This document summarizes findings from surveys of social media use across 31 European countries. It reports that the most popular social networks for enterprises are LinkedIn, Facebook, and Twitter, while the most popular networks among students are Facebook, Instagram, Snapchat, and YouTube. It also discusses cultural differences in social media use, with some respondents feeling such differences are less important online due to social media's role in exchanging information across borders.
This document discusses how digital tools can support public affairs activities. It begins by noting that digital allows public affairs practitioners to reach audiences beyond just policymakers. It then outlines traditional public affairs activities like communicating with influencers, building relationships, and monitoring debates. Next, it argues that public affairs is becoming more proactive, long-term, and focused on influencing public opinion in addition to policymakers. It notes that digital tools can help with intelligence gathering, narrative development, and message delivery. Finally, it addresses potential stumbling blocks to using digital tools like resources, control, and privacy concerns.
Presentation by Hanneke Verhelst, public affairs consultant at Fleishman-Hillard on Digital Public Affairs at the Hanze University in Groningen (April 2012).
Digital and social media in Public AffairsSteffen Moller
Digital and social media can support traditional public affairs activities in several ways:
1) By establishing online presences and distributing content that policymakers and other stakeholders access regularly, such as websites, blogs, and Wikipedia pages.
2) By using social media like Twitter and LinkedIn to potentially connect with targets and build professional relationships and alliances.
3) By monitoring digital channels like blogs, tweets, and online communities to gather intelligence on issues.
Public affairs is also expanding to engage a wider range of political actors and appeal to values as well as facts. Digital tools are well-suited for storytelling, mobilization, and grassroots engagement activities. However, resources, attitudes, and policies
Tools and tactics - audience receptivity to social mediaJess Day
The document discusses the receptivity of different audiences to new and social media used by interest groups. It presents information on the types of audiences that interest groups aim to influence, including decision-makers, the public, and businesses. It also outlines the traditional, new, and social media tools that can be used to target different audiences, such as paper, email, social media, and semantic web tools. The document hypothesizes that new media represents an incremental change rather than a paradigm shift for interest groups, and that using the right mix of tools for each audience leads to greater influence. It finds that interest groups widely adopt new media but have diverging views on its importance, and that social media is best for mobilizing non-
Rules of Engagement - Meaningful Communications Strategies in the Digital Ag...Lars Voedisch
Lars Voedisch is an experienced communications strategist based in Singapore. He provides various communications services including communications strategy, social and traditional media relations, crisis preparedness, internal communications, media training, and analytics. His presentation discusses strategies for effective engagement on social media and managing reputational risks in the digital age. He emphasizes the importance of monitoring, analyzing, and engaging audiences while having proper response plans and guidelines.
The document discusses the Sense4us toolkit which aims to help policymakers make more informed decisions by analyzing social media, open data sources, and modeling policy problems. It describes the different components of the Sense4us toolkit, including tools for topic analysis of social media, sentiment analysis, cognitive mapping of policy issues, and simulation of policy options. The document also discusses challenges in using social media and open data to inform policymaking and demonstrates how Sense4us addresses these challenges through various case studies and examples.
This document summarizes findings from surveys of social media use across 31 European countries. It reports that the most popular social networks for enterprises are LinkedIn, Facebook, and Twitter, while the most popular networks among students are Facebook, Instagram, Snapchat, and YouTube. It also discusses cultural differences in social media use, with some respondents feeling such differences are less important online due to social media's role in exchanging information across borders.
Meaningful Communications Strategies in the Digital Age - Lars VoedischLars Voedisch
Social Media Today,
The Big Cultural Shift,
Role of New Media Engagements,
Overcoming Challenges,
Integrating Communications with Your Business Strategy
This presentation discusses the importance of social media and digital marketing. It provides statistics showing the growth of social media and decline of traditional media. It outlines a proposed social media strategy to engage customers through online conversations. The strategy would include creating and distributing content across social networks and measuring results. While social media platforms are often free to use, an effective strategy requires resources and expertise that have associated costs, with monthly fees starting at £500.
Summary of Norwegian Social Media Adoption from Kunnskapstinge - September 2009Dion Hinchcliffe
Social media adoption results presented this week at Kunnskapstinget 2009 in Oslo, Norway.
Hastily translated but we wanted to get the results in english quickly.
This is the presentation i provided to an audience of 30 sales and marketing executives in pharma. Containing cases of Armstrong , Barcelona stop smoking and more
The document discusses how elected officials can better engage with citizens using new technologies and the concept of co-production. It argues that representative democracy needs to change to reflect an increasingly networked society. Some engagement strategies proposed include using social media like Facebook and Twitter, holding virtual meetings and surgeries, opening up government data and processes, and collaborating with digital activists and online communities. The goal is for elected representatives to build relationships with constituents over the long term through more transparent and participatory governance.
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
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Creating impact: Are you busy or indispensible for your company?;
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European Digital Business Culture Online #bigitalBusiness #P2T2 KEDGE Business School
http://businessculture.org Digital Business Culture online- preliminary results from Passport to Trade 2.0 project on Business Culture in 31 European countries.
The document discusses the Digital Agenda for Europe and the Annual Digital Agenda Assembly. It summarizes that the assembly aims to get input from stakeholders to shape the mid-term review of the agenda through new digital policymaking approaches. Specifically, it uses social media and an open web platform to gather over 2,000 contributions from 1,400 participants beyond traditional groups. This engaging approach resulted in over 30,000 tweets reaching 5 million people and provided integral policy input for the mid-term review.
The document discusses how new technologies and social media are changing how the public engages with government and politics. It argues that representatives need to adapt to these changes by using tools like social media, open data, and online engagement to better involve constituents and collaborate with local communities. Failing to adapt risks losing relevance as the expectations of an always-connected public diverge from traditional political structures. The document urges representatives to consider how their role may need to evolve over the next 5-20 years to maintain meaningful relationships with citizens in this changing digital landscape.
This document summarizes a talk on policy 2.0 and lessons learned from experiences with these tools and processes. It describes the emergence of policy 2.0 since 2005 based on earlier movements in web 2.0, government 2.0, and e-rulemaking. Key tools of policy 2.0 include open data, social networks, and crowdsourcing. While promising, there are still open questions around whether policy 2.0 truly leads to more participation beyond "usual suspects" or new policy ideas. Ongoing work aims to develop frameworks to better evaluate these initiatives.
Identifying Insights From Your Social Media Campaign | Oliver Gertz, MediacomiStrategy
This document discusses Dell's evolving use of Twitter for marketing and customer engagement purposes. It outlines how Dell has moved from an exploratory approach to Twitter in 2007 to a more formalized strategy today. Dell now uses Twitter to inform, sell, and engage customers, as well as provide support. Key highlights include Dell's @DellCares Twitter account, which was launched in May 2010 to proactively engage customers and help with retention. The account has supported over 1,800 customers so far.
The document discusses the basics of social media marketing, including how to use tools like blogs, social networks, and online communities to build credibility, distribute content, and attract potential customers through person-to-person engagement and sharing of valuable information. It provides tips for setting goals and strategies, positioning products, communicating one's message, and monitoring the results of social media campaigns. The overall focus is on understanding how social media works as a marketing channel and leveraging its capabilities effectively.
What is social media all about? How can caregivers get involved in the latest web 2.0 trend?
Social Media caregivers was created to answer these questions. This presentation discusses how Web 2.0 has changed communication and how sites like Twitter, Facebook and YouTube are helping create caregiver communities.
The document is a presentation on internet culture and social media by Martin Sønderlev Christensen. It discusses how internet culture has evolved from being separate from real world culture to now being culture with the rise of social media. It notes that social media is no longer optional for organizations and they must adapt to the new cultural paradigm shaped by social technologies and user participation. It emphasizes that organizations should focus not just on social media but on learning from the principles of openness and collaboration that drive social media.
The document discusses the basics of using social media for person-to-person marketing, including setting goals and strategies for social media campaigns, positioning products for different social networks, and distributing content through blogs, social networks, and other platforms to build credibility and backlinks. It provides examples and guidance on how to effectively utilize various social media tools and channels for marketing purposes.
Digital advocacy is increasingly important for influencing policymakers in Brussels. Over 80% of MEPs regularly visit interest group websites and use search engines. Content must match the values of constituents and be presented emotionally, as political debates have become more diffuse and value-based. Digital tools allow organizations to gather intelligence, deliver narratives to supporters, and build alliances. However, some organizations doubt resources or support for digital efforts or fear potential backlash. Examples show how crowdsourcing, crisis mitigation, and mobilizing support can work.
Knocking on the Parliaments door (Abriendo las puertas del Parlamento)Rafa Rubio
The document discusses the evolution of parliaments' use of digital technologies and participation over the past 15 years. It notes that while most parliaments had an online presence by the early 2000s, challenges remain in fully utilizing technologies to engage citizens and strengthen democracy. Effective e-parliament strategies require addressing issues like personalization, facilitating two-way dialogue, managing information overload, and cooperating with external groups. Parliaments must also reconsider their roles and functions in the digital era.
It's 2015 and MEPs use social media. Is that news? Probably not. But how do MEPs use online tools and more generally, how do they consume information and prefer to interact with stakeholders? Follow #MEPDigital and @FleishmanEU for a steady stream of insights on what these results mean for public affairs professionals.
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5. Fleishman-Hillard Amsterdam
• Over 8 years active in the Netherlands
• A team of over 30 enthusiastic and passionate professionals
• Over 35 national and international clients
• Full service PR & PA with integrated digital services
5
6. Disciplines and sectors
• Reputation management • Consumer Goods
• Corporate Social • Energy
Responsibility • Financial services
• Interne communication
• Issue management & crisis
• Food & Beverage
communication • Healthcare
• Media training • Technology
• Media relations
• Digital and Social Media
• Convergent Marketing
• Public Affairs
• Research & monitoring
6
9. Definition of Public Affairs by BVPA
"The strategic process of adapting and responding to
political decision-making and changes in society &
public opinion that affect the functioning of the
organization.“
9
13. What type of issue?
“We’ve only got an audience of
1,000”
“Only some policy-makers and a few of
other stakeholders care about this
issue”
“This issue isn’t on the public radar
and frankly we don’t want it to get
there” 13
15. MEP survey 2011
www.epdigitaltrends.eu
92% of MEPs use a
YOUR CONTENT
search engine every
96% of MEPs visit
day
interest group sites
In the Netherlands:
9 out of 10 MPs use a
search engine every
day
15
16. Research among Dutch MPs on the usage and
trust in sources of information (2012)
For full research check
http://fleishman.nl/2012/08/onli
ne-communication-important-for-
mps-points-of-view/?lang=en
16
17. An imaginary day in the life of a MP (info graphic)
For full research check
http://fleishman.nl/2012/08/onli
ne-communication-important-for-
mps-points-of-view/?lang=en
17
22. MEP survey 2011
www.epdigitaltrends.eu
96% of MEPs 85% of MEPs
YOUR CONTENT 78% of MEPs
visit interest read blogs visit Wikipedia
group sites
22
23. MEP survey 2011
EU:
www.epdigitaltrends.eu
YOUR CONTENT
92% of MEPs use a
search engine every day
Netherlands:
9 out of 10 Dutch MPs use a
search engine every day
23
24. CONTENT* *Presenting your positions online
DRIVING TRAFFIC*
*Ensuring that target audiences view your positions
24
30. MEP survey 2011
www.epdigitaltrends.eu
ENGAGEMENT EU:
69% of MEPs use social
39% of MEPs are on
networks (primarily
Twitter (15% growth
Facebook)
per year)
Netherlands:
79% of MPs are on
Twitter
www.epdigitaltrends.e 30
45. A new model of influence
Centralised power
Few political actors
Technical arguments
Rational Emotional
Many political actors
Value-based
arguments
Diffuse power 45
Source: Simon Titley
46. Heard at the EP:
“I’m on your side, but
my constituents are not”
(nor are the papers and blogs they read) 46
49. A new PA model
PA in context
Public affairs = communications that
seek to influence
the opinion and/or actions of
policymakers
Government relations = a PA tactic
49
66. Digital checklist
Where do you appear in Google (you and your issue(s))
Your competitors?
Is your company/issue(s) Wikipedia page appropriate?
How many people are visiting your issue Wikipedia page
Do you appear elsewhere i.e. 3rd party content?
Are people tweeting about you?
For your issue, do you know the top 5 best blogs & Twitter feeds?
Email: hanneke.verhelst@fleishman.comhanneke.verhelst@fleishman.com
Twitter: @hannekeverhelst 66
Editor's Notes
BVPA Student membership Essay Award Deadline: 1 November English or Dutch Prize: € 1.000 or accompany a pa professional for a day BVPA.nl
Fleishman-Hillard in Nederland biedt directe toegang tot de kennis en expertise van een mondiaal netwerk. Opgericht in 1946, is FH nu een van de meest toonaangevende public relations bureaus wereldwijd Meer dan 2,500 werknemers in 80 kantoren in 25 landen Fleishman-Hillard’s top 100 klanten werkt met gemiddeld met zeven FH kantoren Een onovertroffen reputatie op het gebied van kwaliteit De cultuur van ons bedrijf heeft ons binnen de industrie de beste werkgever gemaakt
We’re not a traditional lobby agency We offer a fully integrated package (PA and PR), with direct access to The Hague PA is more than just political The Hague We have a close relationship with our colleagues of FH Brussels
Nederland: 9 op de 10 = about the same
Content (
Who Neelie’s been chatting to in the last few weeks
OUTCOMES ENGAGEMENT Q/A PRESENCE AWARENESS COALITIONS ETC.
More important to citizen’s decision-making than traditional political affiliation