Published on February 19, 2014
Can you translate social media engagement into votes, or is it all about the big data?
@thomasnoppen Now: @netuddgaven Policy and C ommunications for Manu Sareens 2011 election campaign.
Basic rules of interaction Converted to politics Politics and media Politics and social media
Basic rules: Level of interest Types of interaction
Level of interest
How should this influence political campaigns?
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 %.
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
Political strategy based on interacting with both groups
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
Press coverage = getting elected? Probably not, because getting consistent press coverage for being a jerk doesn’t get you elected. Why?
The media likes idiots People don’t SO Don’t be an idiot just to get press coverage.
When you play by the same rules as everybody Then you’re really not that special
Social media is great Measure engagement: discussions, likes, interactions, impressions and even media coverage. Forge relationships Gather information Make linking, sharing, creating simpler
Define your needs according to scale Know your needs? How many votes? Set your targets accordingly.
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
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.
Making people like you Easier “away from keyboard” More difficult but not impossible using social media A lot harder through traditional media
@tokehelmo Now: The Danish Diet & Nutrition Association Sofie Carsten Nielsen (FV11) Anna Mee Allerslev (KV13)
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.
Three target audiences Three target audiences for a campaign and their pay-off: • The base - engagement • The media - agenda • The voters - support
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
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”
Use the base • Spontaneously or planned • Political (Share the message) or Personal (Endorsements)
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)
The media Change the agenda: • Feed the press (positive/negative) • Attack the opponents • Arm the base
The base and the media • Arming the base: Give quotes, arguments, data etc. • Easy to use understand and easy to use
The voters • Indirect contact: The advertisement (promotion of new initiatives, policies etc) • Direct contact:The conversation (questions, responses)
Big Data Social Media
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