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Social Media & PoliticsCall to action
Olten, november 15th 2012
Béatrice Wertli, ConsultantBy the way communications AG, Berne
YOU NEVER GET A SECOND CHANCE
TO MAKE A FIRST IMPRESSION
Béatrice Wertli
Mail: [email protected]
Web: www.beatricewertli.ch
Job: Consultant communication
Politics: Member of parliament, City of Berne
Other: Family, sports
Top most followed
1. @ladygaga 30,169,6422. @justinbieber 28,788,6753. @kateperry 27,579,183 4. @rihanna 26,193,633 5. @britneyspears 20,970,1836. @barackobama 20,689,663 7. @taylorswift13 19,429,365 8. @shakira 18,369,904
http://twittercounter.com/pages/100
Top most popular facebook pages
1. Facebook 77,684,955 2. Texas Hold'em Poker 64,939,868 3. Youtube 63,512,864 4. Rhianna 61,662,498 5. Eminem 61,310,690 6. The Simpsons 55,077,304 7. Shakira 54,945,337 8. Lady Gaga 53,247,260
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– 78,620,995 Internet users, 35.7% of the population.– 20,247,900 Facebook users, 8.4% penetration rate
• Africa– 139,875,242 Internet users, 13.3% of the population– 43,404,160 Facebook users, 4.0% penetration rate.
• Egypt– 21,691,776 Internet users, 26.4% of the population, – 11,341,180 Facebook users, 13.6% penetration rate.
• Europe– 500,723,686 Internet users, 61.3% of the population– 232,935,740 Facebook users, 28.5% penetration rate.
• Switzerland– 6,430,363 Internet users, 84.2%. – 2,727,600 Facebook users , 35.7% penetration rate.
www.internetworldstats.com
«Certainly, «Certainly, technology was a technology was a vital tool in their vital tool in their efforts but we efforts but we believe their bravery believe their bravery and determination and 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“)
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
But..
• Make it easier to contribute• Make participation a side effect• Reward — but don't over-reward — participants• Promote quality contributors
Who is this man?
The Power of democracy
• http://www.youtube.com/watch?v=1vrczoLm7Es
When politics reaches business
«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…
