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Digital, digital, digital*<br />September 2011 @<br />*Making it work for you in Brussels<br />
Today<br />Starting point<br />Supporting your traditional activities<br />It’s a tad different now though<br />Doubts and...
1. Starting point<br />
What type of issue?<br />“We’ve only got an audience of 1,000”<br />“Only some policy-makers and a few of other stakeholde...
80% of MEPs visit interest group sites every week<br />92% of MEPs use a search engine every day<br />MEP survey 2011 www....
2. Supporting your traditional activities<br />
Scope of traditional EU advocacy<br />
i. Communicating message to policy makers and influencers<br />
63% of MEPs read blogs every week<br />78% of MEPs visit Wikipedia every week<br />80% of MEPs visit interest group sites ...
92% of MEPs use a <br />search engine every day<br />MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT<br />
CONTENT*<br />*Presenting your positions online<br />DRIVING TRAFFIC*<br />*Ensuring that target audiences view your posit...
Content: Fleishman Brussels<br />
Content client sample: ISOPA<br />
Content Brussels best practice: Pesticides<br />
Online advertising<br />Legislative Office, International Affairs, Government Administration,Executive Office, Political O...
ii. Establishing relationships with policy makers and influencers<br />
69% of MEPs use social networks (primarily Facebook)<br />34% of MEPs are on Twitter (15% growth per year)<br />MEP survey...
Ryan Heath: “We’re looking for value in social media… the lobbyists are always the least vocal”<br />
Who does Neelie talk to?<br />
Online communities<br />
iii. Building alliances to strengthen position and generate support<br />
LinkedIn community<br />
Allies on Twitter<br />
iv. Monitoring to identify engagement opportunities & keep track of debate<br />
MEPs tweeting<br />
Tracking blogs and sites<br />
2. It’s a tad <br />different now though<br />
The constituent consumer<br />1. What’s in it for me? <br />	2. What matches my values?<br />
Personal safety, <br />environmental protection, personal freedom, well-being etc. <br />
More political actors:<br />a pressure group upsurge<br />
A new model of influence<br />Centralised power<br />Few political actors<br />Technical arguments<br />Rational<br />Emot...
Heard at the EP:<br />“I’m on your side, but <br />my constituents are not” <br />(nor are the papers and blogs they read)...
The disciplines…<br />
… are converging<br />
Meaning what?<br />
Think (and act) like campaigners<br />
No, our work is not too <br />cerebral to be emotional<br />
Where does digital fit in?<br />
Digital allows “Every company is now a media company”<br />
How?<br />Intelligence gathering & analysis<br />Delivery<br />
Intelligence gathering & analysis<br />Delivery<br />Intelligence <br />-> <br />narrative<br />Insights<br />CONTENT STRA...
3. Doubts and stumbling blocks<br />
Resources<br />
Internal support<br />
Angry people (i.e. backlash)<br />
IT (or legal) won’t let us<br />
3. Real world stuff<br />
Guardian crowdsourcing<br />
Crisis mitigation: Dell Hell<br />
Mobilisation: Hank the angry dwarf<br />
Thanks<br />
Digital checklist<br />Where do you appear in Google (you and your issue(s))<br />Your competitors?<br />Is your company/i...
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Digital and Public Affairs in Brussels

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Digital and Public Affairs in Brussels

  1. 1. Digital, digital, digital*<br />September 2011 @<br />*Making it work for you in Brussels<br />
  2. 2. Today<br />Starting point<br />Supporting your traditional activities<br />It’s a tad different now though<br />Doubts and stumbling blocks<br />Real-world stuff (if we have time)<br />
  3. 3. 1. Starting point<br />
  4. 4. What type of issue?<br />“We’ve only got an audience of 1,000”<br />“Only some policy-makers and a few of other stakeholders care about this issue”<br />“This issue isn’t on the public radar and frankly we don’t want it to get there”<br />
  5. 5.
  6. 6. 80% of MEPs visit interest group sites every week<br />92% of MEPs use a search engine every day<br />MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT<br />
  7. 7. 2. Supporting your traditional activities<br />
  8. 8. Scope of traditional EU advocacy<br />
  9. 9. i. Communicating message to policy makers and influencers<br />
  10. 10. 63% of MEPs read blogs every week<br />78% of MEPs visit Wikipedia every week<br />80% of MEPs visit interest group sites every week<br />MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT<br />
  11. 11. 92% of MEPs use a <br />search engine every day<br />MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT<br />
  12. 12. CONTENT*<br />*Presenting your positions online<br />DRIVING TRAFFIC*<br />*Ensuring that target audiences view your positions<br />
  13. 13. Content: Fleishman Brussels<br />
  14. 14. Content client sample: ISOPA<br />
  15. 15. Content Brussels best practice: Pesticides<br />
  16. 16. Online advertising<br />Legislative Office, International Affairs, Government Administration,Executive Office, Political Organization, Government Relations, Public Policy, Non-Profit Organization Management<br />Total clicks: 199<br />Total cost: 326 USD<br />Work in the European Commission, European Parliament and Council of Ministers OR live in Brussels are above the age of 22 and have interests in the European Union, politics and energy<br />Total clicks: 234<br />Total cost: 23 Euro<br />Anyone in Brussels and major capitals who search for:<br />Energy efficiency, eu energy policy, renovate europe, guenteroettinger, hedegaard<br />Total clicks: 515<br />Total cost: 517 USD<br />
  17. 17. ii. Establishing relationships with policy makers and influencers<br />
  18. 18. 69% of MEPs use social networks (primarily Facebook)<br />34% of MEPs are on Twitter (15% growth per year)<br />MEP survey 2011www.epdigitaltrends.euENGAGEMENT<br />www.epdigitaltrends.eu<br />
  19. 19. Ryan Heath: “We’re looking for value in social media… the lobbyists are always the least vocal”<br />
  20. 20. Who does Neelie talk to?<br />
  21. 21. Online communities<br />
  22. 22. iii. Building alliances to strengthen position and generate support<br />
  23. 23. LinkedIn community<br />
  24. 24. Allies on Twitter<br />
  25. 25. iv. Monitoring to identify engagement opportunities & keep track of debate<br />
  26. 26. MEPs tweeting<br />
  27. 27. Tracking blogs and sites<br />
  28. 28. 2. It’s a tad <br />different now though<br />
  29. 29. The constituent consumer<br />1. What’s in it for me? <br /> 2. What matches my values?<br />
  30. 30. Personal safety, <br />environmental protection, personal freedom, well-being etc. <br />
  31. 31. More political actors:<br />a pressure group upsurge<br />
  32. 32. A new model of influence<br />Centralised power<br />Few political actors<br />Technical arguments<br />Rational<br />Emotional<br />Many political actors<br />Value-based arguments<br />Diffuse power<br />Source: Simon Titley<br />
  33. 33. Heard at the EP:<br />“I’m on your side, but <br />my constituents are not” <br />(nor are the papers and blogs they read)<br />
  34. 34. The disciplines…<br />
  35. 35. … are converging<br />
  36. 36. Meaning what?<br />
  37. 37. Think (and act) like campaigners<br />
  38. 38. No, our work is not too <br />cerebral to be emotional<br />
  39. 39. Where does digital fit in?<br />
  40. 40. Digital allows “Every company is now a media company”<br />
  41. 41. How?<br />Intelligence gathering & analysis<br />Delivery<br />
  42. 42. Intelligence gathering & analysis<br />Delivery<br />Intelligence <br />-> <br />narrative<br />Insights<br />CONTENT STRATEGY<br />
  43. 43. 3. Doubts and stumbling blocks<br />
  44. 44. Resources<br />
  45. 45. Internal support<br />
  46. 46. Angry people (i.e. backlash)<br />
  47. 47. IT (or legal) won’t let us<br />
  48. 48. 3. Real world stuff<br />
  49. 49. Guardian crowdsourcing<br />
  50. 50. Crisis mitigation: Dell Hell<br />
  51. 51. Mobilisation: Hank the angry dwarf<br />
  52. 52. Thanks<br />
  53. 53. Digital checklist<br />Where do you appear in Google (you and your issue(s))<br />Your competitors?<br />Is your company/issue(s) Wikipedia page appropriate?<br />How many people are visiting your issue Wikipedia page<br />Do you appear elsewhere i.e. 3rd party content?<br />Are people tweeting about you? <br />For your issue, do you know the top 5 best blogs & Twitter feeds<br />Email: steffen.thejllmoller@fleishman.com<br />Blog: steffenmoller.wordpress.com<br />

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