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Joint presentation from Thomas Noppen, Toke Helmø and myself for Copenhagen Social Media Week
Citation preview
Can you translate social media engagement into
votes, or is it all about the big data?
@thomasnoppen@thomasnoppenNow: Now:
@netuddgaven@netuddgaven
Policy and Policy and Communications Communications for Manu Sareens for Manu Sareens
2011 election 2011 election campaign. campaign.
Basic rules of interactionConverted to politics
Politics and mediaPolitics and social media
Basic rules:
Level of interest
Types of interaction
Level of interest
How should this influence political
campaigns?
Things you believe are important issues are probably not important for most people.
When all the experts agree, then you’re probably right to do
things differently.
Because they are part of 1 %.
Two types of voters:1) those who’ve already decided and
who know why2) those who are influenced by
everything else
Interaction according to type
of voter
Political strategy based on interacting
with both groups
Build on political issues (doh!) that people can relate to.
But political issues alone don’t make you popular
Your personality and good traits do that. Make sure they’re present
Apply them to all aspects of communication
Press coverage = getting elected?
Probably not, because getting consistent press coverage for being a jerk doesn’t get you
elected. Why?
The media likes idiots
People don’tSO
Don’t be an idiot just to get press
coverage.
When you play by the same rules as
everybodyThen you’re really
not that special
Social media is great
Measure engagement: discussions, likes, interactions, impressions and even media
coverage.
Forge relationships Gather information
Make linking, sharing, creating simpler
Know your needs? How many votes?
Set your targets accordingly.
Define your needs according to scale
Small data, much easier than big
dataGather information, build relationships with skilled people, schedule meetings, engage in dialogues with “common people”
Remember the basic rules
If people like you…They’ll probably help you, if you ask
They’ll probably vote for you
They’ll certainly speak about you to their friends and their friends etc.
Making people like you
Easier “away from keyboard”
More difficult but not impossible using social media
A lot harder through traditional media
@tokehelmo
Now: The Danish Diet &
Nutrition Association
Sofie Carsten Nielsen (FV11)
Anna Mee Allerslev (KV13)
Campaigning and #smdk
Experiences from using social-media in a political grassroots-campaign:
•Social media doesn’t get you elected...But it helps.
•Social media is a great tool for supporting the campaign efforts to win the the vote.
Three target audiences
Three target audiences for a campaign and their pay-off:
•The base - engagement•The media - agenda•The voters - support
The Base•Everyone who supports your cause
and is willing to help.•Party-members, elected
representatives, core volunteers, friends, family
•The base supports your efforts online and helps you in getting votes
Create a base
•You need to create support, to get an online powerbase. •Support through: Strong message, inspiring commitment, charisma,
nice person.•Off-line personal contact creates the strongest base•Online created base is more “pop-up and stop”
Use the base
•Spontaneously or planned•Political (Share the message) or
Personal (Endorsements)
Pay-off from the Base
•More engagement = more volunteers
•More engagement = more hours per volunteer
•More engagement = spreading the message to non-volunteers (voters/media)
The media
The mediaChange the agenda:•Feed the press
(positive/negative)•Attack the opponents•Arm the base
The base and the media
•Arming the base: Give quotes, arguments, data etc.
•Easy to use understand and easy to use
The voters
•Indirect contact: The advertisement (promotion of new initiatives, policies etc)
•Direct contact: The conversation (questions, responses)
@karmel80
Big DataBig Data
Social Social MediaMedia
99% (cc) Christian Guthier net_efektGiraffe: (cc) Calidenism
Manu på Folkemødet (cc) by News OresundDatamining (cc)
Danneborg (cc) by Comrade Foot aka Jens RostVisual dataming (cc) by Bompo
Datamining, PRISM (cc) by Tau Zero
Credit: Images