7. “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
10. • 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
11. 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)
12. How?
• creators: invite them to
debate party issues, e-
campaigners
• engagers: produce
sharable info (Q&A, video,
photo)
29. 6.000.000 Flemish
300.000 Groen voters
+7.000 members
500 elected officials
+21.000 Facebook-fans
voting Groen
social media
attending party event
becoming a member
participating in elections as a candidate
city council, parliament
30. social
media
6.000.000 Flemish
300.000 Groen voters
+7.000 members
500 elected officials
+21.000 Facebook-fans
voting Groen
attending party event
becoming a member
participating in elections as a candidate
city council, parliament
