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Digital strategy @ Groen - the Flemish Green Party

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Information about Digital strategy @ Groen - the Flemish Green Party
News & Politics

Published on March 13, 2014

Author: phil101

Source: slideshare.net

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Digital strategy @groen twitter.com/philippebossin

Digital strategy Groen HQ ‣ concepts & values ‣ tools & tactics ‣ 2014 slideshare.net/phil101

About me • @philippebossin • part-time online comms and digital strategy @groen • groen.be, facebook.com/groen.be, twitter.com/groen

Degrees of involvement concepts & values

Values Transparency Authenticity Participation

Degrees of involvement One nine ninety AKA 1% rule

“The 1 percent of creators convince the 9 percent of activists who in turn persuade the other 90 percent of the people. It’s the 1-9-90 principle of communications” One nine ninety

One nine ninety 90% 9%1% creators engagers audience/lurkers

Resulting in 10% 90% creators engagers audience/lurkers content

• Online comments are often not representative for public opinion (online fora, hln.be, ...) • Creators/engagors are having a major impact on what your average internet user is reading, watching, etc. Consequence

Strategy ✓ Attract as many creators and engagors as possible = indirectly enlarging our audience ✓ Gather audience on our own party channels = be part of the 1% (www.facebook.com/groen.be)

How? • creators: invite them to debate party issues, e- campaigners • engagers: produce sharable info (Q&A, video, photo)

Degrees of involvement Degrees of involvement

People don’t easily join a political party

Guaranteed electorate is declining - decline in party identification (Groen guaranteed base electorate 3-4%)

Swing vote

How to get involvement? • Make it easy and risk free to participate • What’s the easiest way to do so?

www.facebook.com/groen.be

twitter.com/groen

youtube.com/accountgroen

Strategy: facilitate ‘degrees of involvement’

6.000.000 Flemish 300.000 Groen voters +7.000 members 500 elected officials +21.000 Facebook-fans voting Groen social media attending party event becoming a member participating in elections as a candidate city council, parliament

social media 6.000.000 Flemish 300.000 Groen voters +7.000 members 500 elected officials +21.000 Facebook-fans voting Groen attending party event becoming a member participating in elections as a candidate city council, parliament

Degrees of involvement Tools/tactics > http://slidesha.re/socialmediapolitiek

groen.be

groen.be

email • ezine (1/week) • press releases • wegwijzer (local focus) • newsflash • 25/05/2014

email

Facebook

Demographics 2013 2012

Impact

http://bvlg.blogspot.be/

http://goo.gl/ibd1xE

Evolution

Foursquare.com/groen

Degrees of involvement Smartphone app

GroenLinks Brabant

UK Greens policy matchmaker

UK Conservative Party swingometer

US Democrats

Features: • Election Central: campaign HQ • Alerts: pushmessages • Up-to-the-Minute News • Find Events • Photos and Video • Discussion Points • Call Congress

Degrees of involvement Online platform?

mijn.s-p-a.be

My BO

Pawlently Action

Degrees of involvement 2014

Campaign center

Campaign center

Degrees of involvement Extra

2012 http://goo.gl/l1b14 http://goo.gl/czEQg

Yes We Did by Rahaf Harfoush

Degrees of involvement Comments? #samenbeterdoen

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