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
From: FH/Canada 2011 Digital Summit
Success in social media means: Culture of openness Fewer silos / greater integration Empowerment of individuals Flatter company BUT Social media improves customer experience and drives sales so it’s worth instigating the change
143 Papers closed. The majority of these in 2009.
Digital and social media in Public Affairs
Digital and social media* June 2012 @ *Making it work for you in Public Affairs
Me> Steffen Thejll-Moller> Work at Fleishman-Hillard> Digital and Public Affairs
Five items today> Supporting traditional PA activities> Public Affairs +> 2025> Concerns and stumbling blocks> Some other interesting things (if we have time)
Public1. Supporting traditional Affairs activities
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 our issue” “This issue isn’t on the public radar and frankly we don’t want it to get there”
Fact: 96% of MEPs visit interest group websites* * Fleishman Hillard’s EP Digital Trends Survey, 2011Insight: A top-quality, relevant, informative website is an absolute must-have
Fact: 92% of MEPs use a search engine every day * Fleishman Hillard’s EP Digital Trends Survey, 2011Insight: Website needs to be made visible to target audiences in search engines (note: via search engine marketing)
Fact: 80% of MEPs read some form of blog * Fleishman Hillard’s EP Digital Trends Survey, 2011Insight: Value may be attained from presenting one’s material in blog form i.e. frequently updated, less formal, more personal – or engaging on other blogs
Fact: 78% of MEPs use Wikipedia weekly * Fleishman Hillard’s EP Digital Trends Survey, 2011Insight: It is worth reviewing all relevant pages on Wikipedia to determine if and how to edit
Fact: 34% of MEPs are on Twitter * Fleishman Hillard’s EP Digital Trends Survey, 2011Insight: Value in assessing how targets are using Twitter and whether it is a channel with which to potentially connect with them
Fact: MEPs look for simple content that explains complex issues as much as detailed content like position papers (96% vs. 95%)* * Fleishman Hillard’s EP Digital Trends Survey, 2011Insight: It’s imperative to present an array of content types from the simple to the complex
Fact: EP ENVI committee members’ degree coursesInsight: Target audiences are probably not all subject-matter experts so different complexity levels need to be addressed
Fact: MEPs, Commission officials etc. get bored too sometimesInsight: Be interesting!
Digital checklist: 7 quick things for starters> Where do you appear in Google (you and your issue(s))?> Other organisations like yours? Competitors?> Now you’ve found them: how are they communicating online?> Is your organisation/issue(s) Wikipedia page appropriate?> How many people are visiting your issue Wikipedia page?> Are people tweeting about you? Who are they and do you care?> For your issue, do you know the top 5 best blogs & Twitter feeds?