Embed Size (px)
Citation preview
+
social
lobbying
bysimonabonfante
@kuliscioff
Master Uni Tor Vergata
26 | 04 | 2014
+
KULISCIOFF
ThinkTank
La Critica Sociale
Cfp, Europa
Policy &Communication
Policy strategist
Lobbying, Reti
Libertiamo, Strade
Lectures
Corporate Communication
SPMSD
Blogging
Leopolda
ilRottamatore
Profesional bio
+
YOUWho
What
Where
+
SOCIAL LOBBYING
Framework
Strategy design
Real life
YourneedsSummary
+
FRAMEWORK
+
What’s lobbying?
Help decision-makers
decide
(in a favorable way
for the
interestsrepresented) Framework
+
What’s social lobbying?
Help
influencersinfluencede
cision-makers
(in a favorable way
for the
interestsrepresented)
Framework
+
What’ssocial
lobbyingfor?
Stop anadverseaction
Legislationto come
Favor controverse action
Pharma, tobacco, energy, infrastructures, gaming, digital
Managereputation/business crisis
Judiciary, market, consumers, ethics
Make a cause beheard/funded/known
Ong, union, customersassociation, politicalparties
Exploit business/reputationpotential
If the CEO can blog
Framework
+
Wherepressurescome
from?
Politicalorganizations
Thirdbodies
Competitors
Loseindustry
Grassrootsinterests
Corporative interests
Social / on-the-
fieldmovements
(nimby)
Framework
+
Techevolution,
mindsetchange
ONE-TO-MANY
• Papers & TV
FEW-TO-MANY
• Www.
MANY-TO-MANY
• Web 2.0
Framework
+
Howto deal withthis? Framework
+
YAMMER,
where company
meetsFacebookFramework
+
STRATEGY DESIGN
+
Empower, engage
Social networkingisnot just media affairs
It’s a social, political, business-modelshifting
It’snotaimedtocontrol, buttoengage people in beingpart ofdecision-making
It can overthrowdecisiontaken(public water referendum, Tav)
It can influencedecisionbyreferendum style yes/no engagement
A social influenceris a ‘friend’ ofthe influenced, notyourown
Whatyoureallywant in the end istoempower, engage, influencethe influencers
Strategy Design
+
Work Schedule
Study the issue
juridical/mkt benchmark, vulnerabilities/opportunities
Identify the needtofulfill/objectivetoachieve
Identifyobstacles
structural/immaterial
Identifyco-beneficiaries
Study the opponents
objectives/tools, strenght
Re-define the framework(concept)
Build-up a narrative
Set-up the strategy (delivery)
Strategy Design
+
Makeitemotional
Youraimisnot convince
buttoengage
Youhavetointeractwith people
being in their life,
notbombardingthemfrom the
outside
Youhavetonarratifyrationality
and
beabletorespondtoemotionswit
hemotions
It’sconversationrule, not mass
communication
Strategy Design
+
Language, medium,
output, target
Facebook or Twitter?
Web or social?
Blog or press?
Opinion or fact?
Word or image?
Public or undercover?
Keepresilient or leaddebate?
Strategy Design
+
Howtoinfluence
the social crowd?
Take seriouslywhattheysay
Take theirconcernasyourown
Meettheirneeds, notyourown
Be friend toyourstakeholders: do notbepatronising:
listen
chat
behumble
beconsistent
Put youradvocacyinto the widersphereof people perspective
Share a narrative. Basically: Be part ofit!
Strategy Design
+
What’s a narrative ?Strategy Design
+
Ifconversationislikethis
Strategy Design
+
You can NOT
respondwiththis
Strategy Design
+
Whataboutsomethin
glikethis ?Strategy Design
23
+
Makethirdparties
do the job
Thirdpartiesmakeyouri
nstancecrediblebysho
wingcredibletheirselve
s
It’snotwhatthey do,
it’showtheyinfluence
Cross
youradvocacywithother
’s, put it in a
widerrelationalsphere
Strategy design
+
REAL LIFESuccessfulstories&Epicfail
+
Social EpicFailReal Life
+
Social EpicWinReal Life
+
#WebTax#GoogleTa
xReal Life
Younevereverheard
Google talk aboutthis.
You just heardeverybody
else advocateagainst.
Whythis? Allengaged-in
Trendy bloggers
Top online influencers
Online publishing
Tech business
Smart communities
Creative communities
+
Social Business
BoostReal Life
+
Naturallyborn social
| 1Real Life
+
Naturallyborn social
| 2Real Life
+
Naturallyborn social | 3
#lasvoltabuonaReal Life
+
Naturallyborn social | 4
customer careReal Life
+
GoodtoknowReal Life
Social networkingisnotsubstitutefor
corporate communication and/or
undercovered public affairs
A goodstrategyis the oneyour boss
willneverletyou set-up –unlesshe’s a
twitterguyhimself
A social-compatible narrative isnot the
oneyour company tellsitself
It’sbetterdoing no social ratherthandoing
the wrong social
Put money in google adsand related
flow-in shortcutsdoesen’tmakeaneffective
ROI
Youneedtobe in, beforetobeheard. So
youneedsomeonewho’salreadythere.
+
YOUR NEEDS
+
What’s the story
youwanttoenage inReal Life ?
+
How
d’youneedsocial-
networkingReal Life ?
+
Whatmaybettermakeyo
ureffortsconsistentReal Life ?
+
Whomaybetteracco
mplish the taskReal Life ?
+
How fast
shouldyoumoveReal Life ?
+
How can
youmakeallthisafford
ableReal Life ?
+
THANK YOU
