Social Media & PoliticsCall to action

Olten, january 5th 2012

Béatrice Wertli, ConsultantBy the way communications AG, Berne

YOU NEVER GET A SECOND CHANCE

TO MAKE A FIRST IMPRESSION

Béatrice Wertli

Mail: b.wertli@bytheway.chWeb: www.beatricewertli.chJob: Consultant communicationPolitics: Member of parliament, City of BerneOther: Family, sports

#25jan

Top most followed

1. @ladygaga 17.419.7482. @justinbieber 15.889.5593. @kateperry 13.285.4294. @KimKardashian 12,175,9975. @britneyspears 12,084,4286. @shakira 11,982,3187. @barackobama 11.678.8548. @rihanna 11,184,796

http://twittercounter.com/pages/100

Top most popular facebook pages

1. Texas Hold'em Poker 43,960,801 2. Facebook 43,672,0343. Eminem 38,782,086 4. YouTube 36,808,9615. Lady Gaga 36,654,6136. Rihanna 35,772,5857. Michael Jackson 34,601,7878. Shakira 32,120,798

www.facebook.com

Goals

• Students get to know the Social Media instruments used for political issues and

• Students understand how Social Media influences Politics.

• Students know to differentiate between political movement and political campaigning.

• Enable students to integrate the dimension of political Social Media into an overall PR concept.

Actors

• People: civil organisations, free groups, indivduals

• Government• Politics: Politicians, parties

Arab spring

«a series of anti-government uprisings in various countries in North Africa and the Middle East, beginning in Tunisia in December 2010.»

Oxford Dictionaries

Arab spring: how

«The protests have shared techniques of civil resistance in sustained campaigns involving strikes, demonstrations, marches and rallies, as well as the use of social media to organize, communicate, and raise awareness in the face of state attempts at repression and Internet censorship.»

Wikipedia

Arab spring: settings

• educated but dissatisfied youth within the population

• One goal: „the people want to bring down the regime“

• Refusal to accept the status quo: Dictatorship, unemployment, insufficient transparency, concentration of wealth in the hands of autocrats

• Not an entirely new phenomenon, but a new dimension

«We use facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world.»

The faces of Egypt's „Revolution 2.0“_I

• A (now famous) Facebook page was organizing people in Egypt well before protests broke out in January 2011

• Five anonymous people administer a Facebook page that helped fuel Egypt protests

• They communicated over the internet to avoid detection by police

• A Facebook event was created for January 25, the first day or protests „"The Day of the Revolution Against Torture, Poverty, Corruption and Unemployment." „

• Over 100‘000 people clicked „yes“ on the invite

The faces of Egypt's „Revolution 2.0“_II

Penetration Social Media

• Middle East– 72,497,466 Internet users, 33.5% of the population.– 16,125,180 Facebook users, 7.5% penetration rate.

• Africa– 118,848,060 Internet users, 11.5% penetration rate.– 30,665,460 Facebook users, 3.0% penetration rate.

• Egypt– 20,136,000 Internet users, 24.5% of the population, – 7,295,240 Facebook users, 8.9% penetration rate.

• Europe– 476,278,755 Internet users, 58.3% penetration – 208,907,040 Facebook users, 25.6% penetration rate.

• Switzerland– 6,152,000 Internet users, 80.5%. – 2,655,920 Facebook users , 34.7% penetration rate.

www.internetworldstats.com

«Certainly, «Certainly, technology was technology was a vital tool in a vital tool in their efforts but their efforts but we believe their we believe their bravery and bravery and determination determination mattered most.»mattered most.»

Elliot Schrage

Vice President, Facebook

Discussion

• The role of Social Media in the Arab Spring• Revolution, upraising: how to make it work?• The limits of Social Media in a Revolution• The risks of Social Media• Political reality after the revolution• http://www.youtube.com/watch?v=wf0JF-

Psy6U&feature=fvsr

«In Social Networks, Fukushima has abruptly triggered a tsunami, that brought the fb-pages of the major anti-nuclear NGOs tens of thousands of new fans and thus contributed to a significant mobilization of citizens »

Germany: nuclear phaseout_setting

• Germanys government nuclear friendly• After Fukushima – political U-turn. Merkel

announces nuclear phaseout.• 200‘500 people on the street• „What voters want“

Discussion on „nuclear“ in Germany

SM2 Studie „Atomausstieg und Energiewende“

Fukushima

Decision bygov

Fukushima-discussions Europe

SM2 Studie „Atomausstieg und Energiewende“

German Forums with most discussions

SM2 Studie „Atomausstieg und Energiewende“

Civil protests and political consequences

• Sucess factors– „Dead line“– Mobilization– Trend– Engaging media (journalists)

• Challenges– Sustainability– Virality (getting „off hand“)

Who is this man?

«Facebook and other social media tools viewed as having greater political impact than in-person

advocacy»

Campaigning_Settings

How do you get people to invest in your products or services when they…– Have never heard of you– Don‘t have any affinity to you– Don‘t live near you– Have no reason to listen to you when you speak– Have other, more familiar options offering similar

goods or services?

How this guy becomes…

Facebook supporters

1 Million Obama vs. 158k Clinton

YouTube Videos

2‘000 Obama vs. 750 Clinton

Campaigning_Goals

• Fundraising• Rally supporters• Engaging voters• Foster transparency • Create unique relationships with supporters and• Within supporters

• But first of all: BECOMING PRESIDENT OF THE USA

Campaigning_Strategy

• Know your target group• Know your USP• Expert Team

Winning the presidetial election 2.0

anitra-eggler.com

Example: announcment 2012

vs.

Political power of social media

• Real time legislating

“Above all, it has helped me to gain credibility with voters. When I say that I’m a principled, consistent conservative, people know that it’s true. They can see it, and they can tell from our discussions that I’m actually reading the bills.”

«facebook is a precious additional marketing tool - and for free.»

HC Strache – over 100’000 fans

To put it into perspective…

The Power of democracy

• http://www.youtube.com/watch?v=1vrczoLm7Es

How to get involved

Online Petition

Successfull online petitions

http://www.youtube.com/watch?v=TMowhQnlaLo&feature=related

•The “ASK” is Compelling and Achievable.

•The Petition is delivered directly to the target.

•Social media tools are used to get the word out and recruit supporters.

•The online petition is followed up by offline action.

Create your online petition

• Compelling issue• Find a tool• Set up a communications strategy• Work !

90-9-1 rule

1% opinion leaders and 90% influencers

When politics reaches business