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Digital strategy @groen
twitter.com/philippebossin
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Digital strategy Groen HQ
‣ concepts & values
‣ tools & tactics
‣ 2014
slideshare.net/phil101
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About me
• @philippebossin
• part-time online comms and digital strategy @groen
• groen.be, facebook.com/groen.be, twitter.com/groen
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Degrees of involvement
concepts & values
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Values
Transparency
Authenticity
Participation
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Degrees of involvement
One nine ninety AKA 1% rule
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“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
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One nine ninety
90%
9%1%
creatorsengagersaudience/lurkers
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Resulting in
10%
90%creatorsengagersaudience/lurkers
content
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• 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
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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)
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How?
• creators: invite them to debate party issues, e-campaigners
• engagers: produce sharable info (Q&A, video, photo)
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Degrees of involvement
Degrees of involvement
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People don’t easily join a political party
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Guaranteed electorate is declining - decline in party identification
(Groen guaranteed base electorate 3-4%)
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Swing vote
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How to get involvement?
• Make it easy and risk free to participate
• What’s the easiest way to do so?
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twitter.com/groen
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youtube.com/accountgroen
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Strategy: facilitate ‘degrees of involvement’
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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 candidatecity council, parliament
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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 candidatecity council, parliament
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Degrees of involvement
Tools/tactics
> http://slidesha.re/socialmediapolitiek
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groen.be
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groen.be
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• ezine (1/week)
• press releases
• wegwijzer (local focus)
• newsflash
• 25/05/2014
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Demographics
2013
2012
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Impact
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Evolution
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Foursquare.com/groen
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Degrees of involvement
Smartphone app
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GroenLinks Brabant
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UK Greens
policy matchmaker
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UK Conservative Party
swingometer
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US Democrats
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Features:• Election Central: campaign HQ
• Alerts: pushmessages
• Up-to-the-Minute News
• Find Events
• Photos and Video
• Discussion Points
• Call Congress
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Degrees of involvement
Online platform?
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mijn.s-p-a.be
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My BO
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Pawlently Action
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Degrees of involvement
2014
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Campaign center
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Campaign center
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Degrees of involvement
Extra
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Yes We Did
by Rahaf Harfoush
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Degrees of involvement
Comments?
#samenbeterdoen