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The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University www.ipdi.org
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The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

Mar 27, 2015

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Page 1: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

The Institute

for

Politics, Democracy & the Internet

The Graduate School of Political Management

The George Washington University

www.ipdi.org

Page 2: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .
Page 3: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .
Page 4: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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?

Page 5: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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?

Page 6: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 7: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 8: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 9: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 10: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 11: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 12: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 13: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 14: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 15: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 16: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 17: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 18: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 19: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 20: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 21: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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”

Page 22: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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

Page 23: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

Characteristics of Influentials

• They are activists.• They are joiners and networkers.• They are news junkies.• They are opinionated.• They are busy.

Page 24: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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.

Page 25: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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.

Page 26: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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.

Page 27: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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.

Page 28: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

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.

Page 29: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .
Page 30: The Institute for Politics, Democracy & the Internet The Graduate School of Political Management The George Washington University .

For More Information

•www.ipdi.org