6. Lega Nord gained a whopping 4,2 mln voters
(+200%!)
Forza Italia (Berlusconi) lost around 3 mln voters
Lega Nord, Forza Italia and Fratelli d’Italia were allied
in Center-right coalition
In five years Democratic Party (center-left) lost 2,5 mln
of voters
Five Star Movement gained more than 1,9 mln
voters (+25%), especially in Southern Italy
12. Some questions
✓ What is the impact of Fake news during
the election campaign?
✓ How fake news are disseminated inside
specific echo chambers?
✓ How fake news can survive debunking?
✓ Is it desirable a debunking done by
Police?
18. The narrative of a recovering country
fully defeated by
the narrative of a unsecure country
(immigration and unemployment)
Losing issues
✓
Civil rights
✓
Economic
Growth
✓
Pro EU rethoric
Winning issues
✓
Immigration
✓
Security
✓
Unemployment
✓
No-Euro/No-EU
✓
Taxes
19. Two winning strategies on social media
Matteo Salvini has developed a top-down strategy in
which the leader decides the issues and distributes the
keywords to activate the reaction of different triboos of
his supporters.
He saturates the social networks, asks questions to get
feedbacks to test the sentiment of his fan base, he
provokes flames trolling competitors, the hashtags
#primagliitaliani or #primaillavoro are generic and
acontestual
20. Two winning strategies on social media
The strategy of Five Star Movement is molecular.
The headquarter, via the blog www.ilblogdellestelle.it/
and the social media, promotes not only the distribution but
the production of contents made by militants
The communication relies also on mediaactivism of
thousands of supporters. Casaleggio e Associati, the
webcompany co-founder of Five Star Movement, manages
the core contents and tries to lead the online conversation,
promoting «spo(i)ntaneous» activities
21. SOCIAL ENGAGEMENT INDEX
Five-Star Movement is the absolute protagonist
Index based on KPI considering the number of positive interactions, Like, Shares, fan base growth of Facebook and Twitter accounts
22. SOCIAL ENGAGEMENT INDEX
Matteo Salvini is by far the top figure among political leaders
Index based on KPI considering the number of positive interactions, Like, Shares, fan base growth of Facebook and Twitter accounts
24. Source: Ste Davis, Decoding the Social Media Algorithms. A Guide for
Communicators
Hacking Social Media Algorithms for electoral campaign
purposes?
25. Source: Ste Davis, Decoding the Social Media Algorithms. A Guide for
Communicators
Hacking Social Media Algorithms for electoral campaign
purposes?
26. Survey in the last 8 days of campaign on 980 Twitter profiles and 8375 tweets. Courtesy from https://socialrecap.it
Effectiveness on Twitter
Political debate on Twitter focused on personal attacks and litigation
Leader per volume of tweets: Center-right
Leader per engagement: Five Star Movement
27. The secret of Five Star Movement is the activation of thousands of microinfluencers
28. The secret of Five Star Movement is the activation of thousands of microinfluencers
Scale-free network
29. Lessons learned
✓ Fake news (fake not as false, but as exaggerated and distorted) used by
foreign countries and political actors to create specific framings many
months before elections
✓ Microtargeting too expensive, its effectiveness is still questioned
✓ Raise of microinfluencers as more effective alternative to microtargeting
✓ Digital PR in politics more than content marketing: it’s about social
mobilitation, using social networks algorithms and network analysis
✓ Algorithms and Fake news can’t be an alibi for the failure of
communication strategies
30. Are you sure someone else didn’t use
Your personal data before?
31. Politics. In 2008 Berlusconi used data from Badoo for electoral purposes
Are you sure someone else didn’t use
Your personal data before?
32. Politics. In 2008 Berlusconi used data from Badoo for electoral purposes
Lercio means Filthy
Are you sure someone else didn’t use
Your personal data before?
Yes, this is really a fake news!
33. Thank you for your attention!
Biagio Carrano
biagio@eastcom.it