The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .
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The Institute
for
Politics, Democracy & the Internet
The Graduate School of Political Management
The George Washington University
www.ipdi.org
Are you an Influential?
• Attended a public meeting on town or school affairs?• Written or called any politician at state, local or
national level?• Served on a committee for some local organization?• Written a letter to the editor of a newspaper or
magazine, or called into a live radio or TV show to express an opinion?
• Written an article for a magazine or newspaper?• Served as an officer for some club or organization?
Are you an Influential – con’d
• Been an active member of any group that tries to influence public policy or government?
• Made a speech?• Attended a political rally, speech or organized protest
of any kind?• Worked for a political party?• Held or run for political office?
Online Influentials
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
10%13%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
General Public Internet Users Online Influentials
Influentials Share Five Major Personality Characteristics
• They have an activist approach to life• They are connected to many people and
organizations• They have active minds and diverse interests• Their expertise on a wide range of subjects
gives them an enormous amount of influence• They are trendsetters
Influentials Questions: In the past year have you. . .
25%
48%
11%
29%
44%
51%
55%
44%
53%
56%
67%
87%
11%
14%47%
68%
22%
39%
14%
25%
36%
17%
5%
42%
24%
12%
12%
11%
9%
9%
5%
6%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Hold or run for political office
Worked for a political party
Attended a political rally, speech or organized protest of any
kind
Made a speech
Been an active member of any group that tries to influence
public policy or government
Served as an officer for some club or organization
Written an article for a magazine or newspaper
Written a letter to the editor of a newspaper or magazine or
called a live radio or TV show to express an opinion
Served on a committee for some local organization
Written or called any politician at the state, local or national
level
Attended a public meeting on town or school affairs
The general public
Influentials
Online PoliticalCitizens
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
Attended a public meeting on town or school affairs
47%
87%
24%
0%
20%
40%
60%
80%
100%
The general public Influentials Online PoliticalCitizens
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
Written or called any politician at the state, local or national level
68%67%
14%
0%
20%
40%
60%
80%
100%
The general public Influentials Online PoliticalCitizens
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
Served on a committee for some local organization
22%
56%
12%
0%
20%
40%
60%
80%
100%
The general public Influentials Online PoliticalCitizens
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
Written a letter to the editor of a newspaper or magazine or called a live radio or TV show to express an opinion
39%
53%
12%
0%
20%
40%
60%
80%
100%
The general public Influentials Online PoliticalCitizens
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
Written an article for a magazine or newspaper
14%
44%
11%
0%
20%
40%
60%
80%
100%
The general public Influentials Online PoliticalCitizens
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
Served as an officer for some club or organization
25%
55%
11%
0%
20%
40%
60%
80%
100%
The general public Influentials Online PoliticalCitizens
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
Been an active member of any group that tries to influence public policy or
government
36%
51%
9%
0%
20%
40%
60%
80%
100%
The general public Influentials Online PoliticalCitizens
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
Made a speech
17%
44%
9%
0%
20%
40%
60%
80%
100%
The general public Influentials Online PoliticalCitizens
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
Attended a political rally, speech or organized protest of any kind
48%42%
6%
0%
20%
40%
60%
80%
100%
The general public Influentials Online PoliticalCitizens
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
Worked for a political party
5%
29% 25%
0%
20%
40%
60%
80%
100%
The general public Influentials Online PoliticalCitizens
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
Held or run for political office
5%11%
2%0%
20%
40%
60%
80%
100%
The general public Influentials Online PoliticalCitizens
Source: Political Influentials Online in the 2004 Presidential Campaign, IPDI
Online Political Citizens Are…
• Seven times more likely than the general public to have attended a political rally, speech or protest in the last two to three months
• Nearly five times more likely to have contacted a politician
• Over four times more likely to have donated money to a political candidate
• Three times more likely to have written a letter to the editor
• Three times more likely to belong to groups trying to influence public policy
Why Are Influentials Significant?
Influentials are connected• They are networkers and joiners• They act as a force multiplier
Influentials are knowledgeable and opinionated• They are news junkies and political junkies• They are frequently asked about their political
opinions
Influentials are political activists• They are involved in civic and political affairs
Influentials are trendsetters• They forecast trends in larger society by acting as
“canaries in the mine shaft”
Other Characteristics of Influentials
• They’re hooked on e-mail• Half have graduated from college and one in
five have completed post-graduate work• Two in three are not executives or
professionals• Median age is 45 years old, two years older
than the adult population as a whole• About equally likely to be a Democrat or a
Republican, and one in four say they are independent
Characteristics of Influentials
• They are activists.• They are joiners and networkers.• They are news junkies.• They are opinionated.• They are busy.
They are activists . . .
So help them lead
• Ask for their help, and tell them what you need.
• Give them the authority and legitimacy they need with titles like eCaptain and ePrecinct Leader.
They are joiners and networkers . . .
So build a campaign community
• Help them form online communities around key issues and constituencies.
• Take advantage of their social and professional networks -- send them compelling e-mails to forward to their friends and colleagues.
• Invite them to campaign events to meet other supporters.
• Create a campaign blog that lets them communicate with each other.
They are news junkies . . .
So feed their habit• Post current news stories on your Web site
and send out newsletters with info on key issues.
• Ask them to send you news items you might have missed.
• Provide links to online news organizations.• Hold online chats with the candidate,
prominent supporters and campaign officials.
They are opinionated . . .
So give them a microphone
• Help them articulate their views with solid, sourced background information and concrete talking points.
• Organize a Media Corps to communicate with local media. Give them talking points and weekly assignments
• Post links to blogs and online discussion groups.
They are busy . . .
So make it easy• Post names and physical and e-mail
addresses of newspaper editors and tips for composing a letter to the editor.
• Post exact times and station call letters of call-in radio and TV talk shows, and give phone numbers and names of show hosts.
• Give them Event-in-a-Box kits that provide everything -- lists, posters, brochures and tips for holding house parties and conducting neighborhood voter registration and GOTV activities.
For More Information
•www.ipdi.org
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