Digital Politics: A briefing on new media for the Victorian caucus.

POLITICS 3.0A BRIEFING TO VICTORIAN GOVERNMENT CAUCUS BY TIM EVANS

TODAY’S AGENDA.1

2

3

4

What’s changed for you and why

Who’s doing it well and why

Introduction to digital service delivery

Introduction to digital campaigning

WHAT’S CHANGED FOR YOU AND WHY

1

68% OF MILLENNIALS REGARD SOCIAL MEDIA AS THEIR PRIMARY

SOURCE OF NEWS.

http://www.cyberalert.com/blog/index.php/how-millennials-search-for-consume-and-share-their-news/

NEWS IS NOW PEER TO PEER INSTEAD OF BROADCAST TO PERSON.

http://www.cyberalert.com/blog/index.php/how-millennials-search-for-consume-and-share-their-news/

YOU PERSON

http://thenounproject.com/term/newspaper/397/prev

BEFORE SOCIAL MEDIA…

OLD MEDIA CHANNELS

YOU PERSON

BEFORE SOCIAL MEDIA…

OLD MEDIA CHANNELS

YOU PERSON

BEFORE SOCIAL MEDIA…

OLD MEDIA CHANNELS

YOU PERSON

PERSON

PERSON

SOCIAL MEDIA TODAY…

PERSON

PERSON

PERSON

PERSON

YOU PERSON

PERSON

PERSON

SOCIAL MEDIA TODAY…

PERSON

PERSON

PERSON

PERSON

YOU PERSON

PERSON

PERSON

SOCIAL MEDIA TODAY…

PERSON

PERSON

PERSON

PERSON

MEDIA NO LONGER OWNS THE MESSAGE. PEOPLE DO. AND THEY

VALUE YOU DIFFERENTLY…

VISION. RESPONSIVENESS.

PERSONALITY.AUTHENTICITY.

http://www.news.com.au/national/australias-politicians-finally-nail-the-social-media-thing/story-fncynjr2-1226746219225

POLITICS IS ONE OF THE MOST POPULAR TOPICS ON FACEBOOK

AVERAGE OVER 20%

ENGAGEMENT

47,000 LIKESKEVIN RUDD’S

RETURN

11,000 COMMENTSABBOTT’S ELECTION

WHEN MEDIA GETS FASTER, DECISIONS DO TOO.

24 SECOND, NOT 24 HOUR, NEWS. FASTER ELECTION CYCLES.VOCAL VOTER DISCONTENT.

FRAGMENTED POLITICAL BASE.

DEEPER CONNECTION WITH VOTERS. TIGHTER MESSAGE CONTROL.DISRUPT YOUR OPPONENTS.

LITTLE COST TO COMMUNICATE.

WHO’S DOING IT WELL AND WHY THEY ARE WINNING

2

BARACK OBAMA, ONE OF THE LEADERS OF SOCIAL MEDIA GLOBALLY. BY LEADING HIS SOCIAL CHANNELS HIMSELF, HE’S ABLE TO PUSH HIS PERSONALITY OUT TO VOTERS. A GREAT EXAMPLE OF AUTHENTICITY CIRCUMVENTING MAINSTREAM MEDIA.

55.4 MIL

45.1 MIL

500K

“PEOPLE HAVE ALWAYS COMMUNICATED, ORGANIZED AROUND CAMPAIGNS. WE JUST MADE IT EASIER.” CHRIS HUGHES, DIRECTOR OF SOCIAL MEDIA, BARACK OBAMA’S CAMPAIGN

NIGEL FARAGE. A PROLIFIC TWEETER, HE USES SOCIAL MEDIA TO DISSEMINATE A NICHE POINT OF VIEW ON CURRENT EVENTS. A GREAT EXAMPLE OF HOW SPEED TO MARKET CAN DRAMATICALLY BUILD ENGAGEMENT AMONGST A CORE AUDIENCE BASE.

188K

127K

21K

JOKO WIDODO, THE INDONESIAN PRESIDENT, IS A LEADING FIGURE ON SOCIAL MEDIA FOR INDONESIANS. JOKO REGULARLY PROVIDES A CLEAR POINT OF VIEW ON ISSUES THROUGHOUT SOCIAL MEDIA THAT ESCAPE A MAINSTREAM MEDIA LENS.

2.7 MIL

2.1 MIL

“IN 10 OF THE 12 REGIONAL AND LEGISLATIVE ELECTIONS WE’VE MONITORED THE CANDIDATE WITH THE MOST CONVERSATIONS AND POSITIVE SENTIMENT WINS.” YOSE RIZAL, FOUNDER, POLITICAWAVE INDONESIA

LESSONS…

FACEBOOK, TWITTER, YOUTUBE.PERSONALITY OVER PARTY.

BE CURRENT OVER ON-MESSAGE.UNFILTERED IS AUTHENTIC.

REMEMBER: SOCIAL SENTIMENT ISN’T ELECTRONIC GRAFFITI. IT’S

REAL PEOPLE TALKING ABOUT YOU.

INTRODUCTION TO DIGITAL SERVICE DELIVERY

3

DIGITAL SERVICE DELIVERY IS ABOUT LEVERAGING TECHNOLOGY

TO EASY, SCALABLE WAYS FOR THE PUBLIC TO GET WHAT THEY NEED.

WHAT IT IS WHAT IT ISN’T

‣ Using digital to deliver more services

‣ Scaling infrastructure efficiently

‣ Data-driven govt interactions

‣ Simple websites or content portals

‣ Replacement for real infrastructure

‣ Short-term or quick to implement

HOW IS IT DONE?

‣ Merging all government departments under one system

‣ Using clear search algorithms to give people quicker access to the services they want

‣ Demonstrable benefits to the community by consolidating all government functions digitally

GOV.UK

‣ Consolidating feedback from the community before new legislation

‣ Ability to consult with community quickly and cheaply

‣ Better buy-in from the broader community as a result

ONTARIO TALK

DIGITAL SERVICING SCALES GOVERNMENT SERVICES BEYOND

WHAT THEY WERE.

INTRODUCTION TO DIGITAL CAMPAIGNING WEB 2.0

4

DIGITAL CAMPAIGNING ALLOWS YOU TO SCALE AND PERSONALISE YOUR MESSAGES CHEAPLY AND

EFFECTIVELY.

TYPES OF CAMPAIGN TOOLS.

CRM SOCIAL MEDIA WEBSITE

CROWDFUNDING DISPLAY VIDEO

CRM IS USING DATA TO KNOW MORE ABOUT THE PEOPLE YOU’RE COMMUNICATING WITH,

SETTING UP RULES TO INCREASE THE RELEVANCE OF YOUR MESSAGE.

THINK TOOLS LIKE…FEEDBACK

ADOBE CAMPAIGNMAILCHIMP

THINK PEOPLE LIKE…THE TORIES

THE DEMOCRATSJOKO WIDODO

SOCIAL IS ALLOWING MEDIA TO BE PEER TO PEER RATHER THAN BROADCAST.

THINK TOOLS LIKE…FACEBOOKTWITTERYOUTUBE

THINK PEOPLE LIKE…NIGEL FARAGE

BARACK OBAMARAND PAUL

A GREAT WEBSITE GIVES YOUR CONSTITUENTS A DESTINATION TO INTERACT

WITH YOU IN THE WEB 2.0 FRAMEWORK.

THINK TOOLS LIKE…WORDPRESS

WIXSITECORE

THINK SITES LIKE…MIKE HUCKABEE

GOPDEMOCRATS

CROWDFUNDING MEANS YOU CAN RAISE LOTS OF MONEY QUICKLY FROM A RANGE OF

SUPPORTERS INSTEAD OF ONE BIG DONOR.

THINK TOOLS LIKE…POZIBLE

PAYPAL INTEGRATIONKICKSTARTER

THINK RAISES LIKE…OBAMA 2008

ELIZABETH WARRENALISON GRIMES

DISPLAY MEDIA ALLOWS YOU TO TARGET PEOPLE WHO HAVE INTERACTED WITH YOUR

MESSAGES ACROSS THE WEB.

THINK TOOLS LIKE…ENGAGECLICK

DMP PLATFORMSNATIVE ADS

VIDEO GIVES YOU A HIGHLY VISUAL MEDIUM FOR STORYTELLING AT A MORE COST

EFFECTIVE RATE THAN TELEVISION.

THINK TOOLS LIKE…YOUTUBE

FACEBOOK VIDEOBRIGHTCOVE

THINK PEOPLE LIKE…BORIS JOHNSON

RAND PAULED MILIBAND

CRM SOCIAL MEDIA WEBSITE

CROWDFUNDING DISPLAY VIDEO

RELATIONSHIPS MESSAGING DESTINATION

FUNDRAISING TARGETING STORYTELLING

SUMMARYSOCIAL HAS REINVENTED AND SPED UP MEDIA.

POLITICIANS DOING WELL ON SOCIAL ARE JUST PEOPLE ON SOCIAL.

DIGITAL SERVICING ALLOWS GOVERNMENT TO DO MORE FOR PEOPLE AT A LOWER COST.

EACH CHANNEL IS A TOOL. USE IT WELL.