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Digital strategy @groen twitter.com/philippebossin

New media and politics

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Page 1: New media and politics

Digital strategy @groen

twitter.com/philippebossin

Page 2: New media and politics

Digital strategy Groen HQ

‣ concepts & values

‣ tools & tactics

‣ campaigns

slideshare.net/phil101

Page 3: New media and politics

About me

• @philippebossin

• part-time online comms and digital strategy @groen

• groen.be, facebook.com/groen.be, twitter.com/groen

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Degrees of involvement

concepts & values

Page 5: New media and politics

Values

Transparency

Authenticity

Participation

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Degrees of involvement

One nine ninetyAKA 1% rule

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“The 1 percent of creators convince the 9 percent of activists who in turn persuade the other 90 percent of

the people. It’s the 1-9-90 principle of communications”

One nine ninety

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One nine ninety

90%

9%1%

creatorsengagersaudience/lurkers

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Resulting in

10%

90%creatorsengagersaudience/lurkers

content

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• Online comments are often not representative for public opinion (online fora, hln.be, ...)

• Creators/engagors are having a major impact on what your average internet user is reading, watching, etc.

Consequence

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Strategy

✓ Attract as many creators and engagors as possible

= indirectly enlarging our audience

✓ Gather audience on our own party channels = be part of the 1% (www.facebook.com/groen.be)

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How?

• creators: invite them to debate party issues, e-campaigners

• engagers: produce sharable info (Q&A, video, photo)

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Degrees of involvement

Degrees of involvement

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People don’t easily join a political party

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Guaranteed electorate is declining - decline in party identification

(Groen base 3-4%)

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Swing vote

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How to get involvement?

• Make it easy and risk free to participate

• What’s the easiest way to do so?

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twitter.com/groen

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youtube.com/accountgroen

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Strategy: facilitate ‘degrees of involvement’

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6.000.000 Flemish

300.000 Groen voters

+5.000 members

400 elected officials

10.000 Facebook-fans

voting Groen

social media

attending party event

becoming a member

participating in elections as a candidatecity council, parliament

Page 24: New media and politics

social media

6.000.000 Flemish

300.000 Groen voters

+5.000 members

400 elected officials

10.000 Facebook-fans

voting Groen

attending party event

becoming a member

participating in elections as a candidatecity council, parliament

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Degrees of involvement

Tools/tactics

> http://slidesha.re/socialmediapolitiek

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groen.be

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groen.be

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email

• ezine (1/week)

• press releases

• wegwijzer (local)

• newsflash

• 14/10/2012

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email

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Facebook

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Demographics

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Evolution

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Twitter

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Twitter

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Foursquare.com/groen

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Degrees of involvement

Smartphone app

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GroenLinks Brabant

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UK Greens

policy matchmaker

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UK Conservative Party

swingometer

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US Democrats

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Features:• Election Central: campaign HQ

• Alerts: pushmessages

• Up-to-the-Minute News

• Find Events

• Photos and Video

• Discussion Points

• Call Congress

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Degrees of involvement

Online platform?

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mijn.s-p-a.be

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My BO

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Pawlently Action

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Degrees of involvement

Campaigns

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Vacature: klimaatminister

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FB ads

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Degrees of involvement

Extra

Page 54: New media and politics

Yes We Did

by Rahaf Harfoush

Page 55: New media and politics

Degrees of involvementLinks

• global politics: www.facebook.com/globalgreens

• online politics: www.facebook.com/epolitics

• political communication (Dutch): Team C www.facebook.com/GroenTeamC