Published on March 13, 2014
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%)
How to get involvement? • Make it easy and risk free to participate • What’s the easiest way to do so?
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
email • ezine (1/week) • press releases • wegwijzer (local focus) • newsflash • 25/05/2014
Demographics 2013 2012
Degrees of involvement Smartphone app
UK Greens policy matchmaker
UK Conservative Party swingometer
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?
Degrees of involvement 2014
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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