Digital, digital, digital* September 2011 @ *Making it work for you in Brussels
Jan 26, 2015
Digital, digital, digital*September 2011 @
*Making it work for you in Brussels
Today
1. Starting point2. Supporting your traditional activities3. It’s a tad different now though4. Doubts and stumbling blocks5. Real-world stuff (if we have time)
1. Starting point
What type of issue?
“We’ve only got an audience of 1,000”
“Only some policy-makers and a few of other stakeholders care about this issue”
“This issue isn’t on the public radar and frankly we don’t want it to get there”
MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT80% of MEPs visit
interest group sites every week
92% of MEPs use a search engine every day
2. Supporting your traditional activities
Scope of traditional EU advocacyi. Communicating message to policy
makers and influencers
ii. Establishing relationships with policy makers and
influencers
iii. Building alliances to
strengthen position and generate
support
iv. Monitoring to identify
engagement opportunities &
keep track of debate
i. Communicating message to policy makers and influencers
MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT
63% of MEPs read blogs every week
78% of MEPs visit Wikipedia every week
80% of MEPs visit interest group sites every week
MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT
92% of MEPs use a search engine every day
CONTENT**Presenting your positions online
DRIVING TRAFFIC**Ensuring that target audiences view your positions
Content: Fleishman Brussels
Content client sample: ISOPA
Content Brussels best practice: Pesticides
Online advertising
Legislative Office, International Affairs, Government Administration,Executive Office, Political Organization, Government Relations, Public Policy, Non-Profit Organization Management
Total clicks: 199Total cost: 326 USD
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
Total clicks: 234Total cost: 23 Euro
Anyone in Brussels and major capitals who search for:Energy efficiency, eu energy policy, renovate europe, guenter oettinger, hedegaard
Total clicks: 515Total cost: 517 USD
ii. Establishing relationships with policy makers and influencers
MEP survey 2011www.epdigitaltrends.euENGAGEMENT
www.epdigitaltrends.eu
69% of MEPs use social networks (primarily Facebook)
34% of MEPs are on Twitter (15% growth per year)
Ryan Heath: “We’re looking for value in social media… the
lobbyists are always the least vocal”
Who does Neelie talk to?
Online communities
iii. Building alliances to strengthen position and generate support
LinkedIn community
Allies on Twitter
iv. Monitoring to identify engagement opportunities & keep track of debate
MEPs tweeting
Tracking blogs and sites
2. It’s a tad different now though
The constituent consumer1. What’s in it for me?
2. What matches my values?
Personal safety, environmental
protection, personal freedom, well-being etc.
More political actors:a pressure group upsurge
A new model of influence
Rational
Diffuse power
Emotional
Centralised power
Few political actorsTechnical arguments
Many political actorsValue-based arguments
Source: Simon Titley
Heard at the EP:“I’m on your side, but my constituents are not” (nor are the papers and blogs they read)
The disciplines…
Government relationsReputation management
Marketing
… are converging
Government relationsReputation
managementMarketing
Meaning what?
Think (and act) like campaigners
No, our work is not too cerebral to be emotional
Where does digital fit in?
Digital allows “Every company is now a media company”
How?
Intelligence gathering &
analysisDelivery
Intelligence gathering &
analysisDelivery
CONTENT STRATEGY
Intelligence →
narrative
Insights
43
3. Doubts and stumbling blocks
44
Resources
45
Internal support
46
Angry people (i.e. backlash)
47
IT (or legal) won’t let us
48
3. Real world stuff
Guardian crowdsourcing
Crisis mitigation: Dell Hell
Mobilisation: Hank the angry dwarf
52
Thanks
Digital checklist
Where do you appear in Google (you and your issue(s))
Your competitors?
Is your company/issue(s) Wikipedia page appropriate?
How many people are visiting your issue Wikipedia page
Do you appear elsewhere i.e. 3rd party content?
Are people tweeting about you?
For your issue, do you know the top 5 best blogs & Twitter feeds
Email: [email protected] Blog: steffenmoller.wordpress.com