10. Things you believe are important issues
are probably not important for most
people.
When all the experts agree, then you’re
probably right to do things differently.
Because they are part of 1 %.
11. Interaction according
to type of voter
Two types of voters:
1) those who’ve already decided and who know
why
2) those who are influenced by everything else
13. Build on political issues (doh!) that people can relate
to.
But political issues alone don’t make you popular
Your personality and good traits do that. Make sure
they’re present
Apply them to all aspects of communication
14. Press coverage =
getting elected?
Probably not, because getting
consistent press coverage for
being a jerk doesn’t get you
elected. Why?
15. The media likes idiots
People don’t
SO
Don’t be an idiot just to
get press coverage.
16. When you play by the
same rules as
everybody
Then you’re really not
that special
17. Social media is great
Measure engagement: discussions, likes, interactions,
impressions and even media coverage.
Forge relationships
Gather information
Make linking, sharing, creating simpler
19. Small data, much
easier than big data
Gather information, build relationships with skilled
people, schedule meetings, engage in dialogues
with “common people”
Remember the basic rules
20.
21. If people like you…
They’ll probably help you, if you ask
They’ll probably vote for you
They’ll certainly speak about you to their friends and
their friends etc.
22. Making people like you
Easier “away from keyboard”
More difficult but not impossible using social
media
A lot harder through traditional media
24. Campaigning and
#smdk
Experiences from using social-media in a
political grassroots-campaign:
• Social media doesn’t get you elected...But it
helps.
• Social media is a great tool for supporting
the campaign efforts to win the the vote.
25. Three target audiences
Three target audiences for a campaign and
their pay-off:
• The base - engagement
• The media - agenda
• The voters - support
26. The Base
• Everyone who supports your cause and is
willing to help.
• Party-members, elected representatives,
core volunteers, friends, family
• The base supports your efforts online and
helps you in getting votes
27. Create a base
• You need to create support, to get an
online powerbase.
• Support through: Strong message, inspiring
commitment, charisma, nice person.
• Off-line personal contact creates the
strongest base
• Online created base is more “pop-up and
stop”
28. Use the base
• Spontaneously or planned
• Political (Share the message) or Personal
(Endorsements)
29.
30.
31.
32. Pay-off from the Base
• More engagement = more volunteers
• More engagement = more hours per
volunteer
• More engagement = spreading the message
to non-volunteers (voters/media)
34. The media
Change the agenda:
• Feed the press (positive/negative)
• Attack the opponents
• Arm the base
35.
36.
37.
38. The base and the media
• Arming the base: Give quotes, arguments,
data etc.
• Easy to use understand and easy to use
39.
40.
41. The voters
• Indirect contact: The advertisement
(promotion of new initiatives, policies etc)
• Direct contact:The conversation
(questions, responses)
57. Credit: Images
99% (cc) Christian Guthier net_efekt
Giraffe: (cc) Calidenism
Manu på Folkemødet (cc) by News Oresund
Datamining (cc)
Danneborg (cc) by Comrade Foot aka Jens Rost
Visual dataming (cc) by Bompo
Datamining, PRISM (cc) by Tau Zero
Hinweis der Redaktion
You, your friends, your colleagues and a few others (journalists mainly) find everything about politics interesting.
The rest of the population don’t.
This is the most important thing to remember when campaigning.
Two types of voters:
1) those who have decided which party to support and who know which political ideas that have influenced their choice. (the minority – probably including most people in this room)
2) those who are influenced by everything else – looks, charisma, jokes, intelligence etc… and of course events relating to their everyday lives. (the majority).
Develop a strategy that appeals to both groups. Make sure your strategy has political issues (doh!) that people can relate to.
But everything else is what makes you popular. Focus on being pleasant/charismatic/visionary/etc.. (choose according to the politicians personality)
Apply the strategy in all aspects of communication
Because you can measure engagement
Discussions, likes, interactions, impressions and even media coverage.
You can forge relationships and gather information
You can make things a lot simpler
Linking, sharing moments, creating events etc…
With 150.000 Facebook likes Helle Thorning-Schmidts page can be an effective news source for many people. Circumventing medias longing for conflicts Allowing to put out political statements.
If running for office for the first time, your needs are quite different.