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

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Notes de l'éditeur

  1. Content (
  2. Who Neelie’s been chatting to in the last few weeks
  3. OUTCOMESENGAGEMENTQ/APRESENCEAWARENESSCOALITIONS ETC.
  4. More important to citizen’s decision-making than traditional political affiliation
  5. Compete for