orange's digital election analysis

8/9/2019 Orange's Digital Election Analysis

1/20

a little moreconversation, a

little more action:Oranges digital election analysis

By Anthony Painter


2/20

Theres been far too much

old media triumphalism about the

supposed failure of the internet election

to deliver. From Twitter to YouTube to

Facebook, new media transformed the

experience of an election campaign for

a new generation of young voters. The

internet may not have won it - but can

we imagine a future campaign without

the innovation it offered both to theparties and the public?

Rory Cellan-Jones, BBC Digital

Election Correspondent

About the author

Anthony Painter is a writer and

political commentator who blogs at

www.anthonypainter.co.uk and is

currently leading the Open Coalitions

project at Demos, where he is an

Associate.


3/20

A little more conversation, a little more action: Oranges digital election analysis | 3

a little more

conversation,a little more action:Oranges digital election analysis

Old or new media? Or both?

There was an effervescent media buzz

prior to the election about whether it

!"#$%&'(&)*(&+,-)&./0)(,0()&($(1)/"023&4-&/)&

happened, old media was the triumphant

winner - the leaders debates drove the

(0)/,(&15675/80&"0&5&05)/"05$&$(9($2&:($$;&

at least they did until Gordon Brown

6()&>?2&@#)&)*(&/0)(,0()&%/%&

*59(&5&-/80/+150)&,"$(&)"&7$5?A&/)&!5-&50&

echo chamber for what was unfurling

on broadcast media; the campaign

!5-&567$/+(%&)*,"#8*&0(!&6(%/5B&50%&

people engaged one another through

social media and other means such as

%/-1#--/"0&'"5,%-2&

The problem in analysing the role

that digital media plays is that the

question is too often posed in a binary

>5-*/"02&C-&/)&),5%/)/"05$&15675/80/08&

",&(D15675/80/08E&C-&/)&"$%&6(%/5&",&

new media? Digital media in modern

politics is not a replacement of old media

50%&15675/80/082&F*(,(&/-&5&6#)#5$&

dependence and integration between

)*(&)!"2

:(&$/9(&/0&5&!",$%&!*(,(&)*(&/0)(,0()&

(and increasingly social media) is a

fundamental part of the lives of most

@,/)"0-2&:(&-*"7&"0$/0(;&!(&-"1/5$/-(&

"0$/0(;&!(&+0%&5&%5)(&"0$/0(;&!(&8()&)*(&

news, download music, do business,

,(-(5,1*&50%&'""G&*"$/%5?-2&40%&!(&

do it through our TVs, PCs, and mobile

%(9/1(-2&H"&!*?&!"#$%&7"$/)/1-&'(&50?&different? The reality is that its not

%/>>(,(0)2&@,/)/-*&7("7$(&/01,(5-/08$?&

consume and even participate in politics

"0$/0(2&H";&5-&)*(&I/'(,5$&=(6"1,5)&

strategist, Mark Pack, recently stated

./-&)*/-&)*(&+,-)&/0)(,0()&($(1)/"0E3&/-&)*(&

!,"08&J#(-)/"02&K5)*(,;&!(&*59(&)"&

6"9(&"0&)"&*"!&)*(&/0)(,0()&/0L#(01(%&

voters, campaigners, and the media in

)*(&($(1)/"02

There are three ways in which the

internet and social media can connect

!/)*&7"$/)/15$&1*508(&50%&1"09(,-5)/"0A&

i)

ii)

iii)

:*(0&650?&J#(-)/"0&!*()*(,&)*/-&!5-&

.50&/0)(,0()&($(1)/"03&)*(?&5,(-/08&(iii)

)"&65G(&)*5)&M#%8(6(0)2&F*/-&($(1)/"0&

though, was mainly in categories (i)

and (ii)2&:(&1"#$%&*(5,&)*(&15675/80&

through new media and, to a degree, it

!5-&567$/+(%&)*(,(2&N"!(9(,;&)*/-&)/6(&

5,"#0%&/)&!5-&0")&%,/9(0&'?&0(!&6(%/52&

Television (leaving newspapers trailing - it

!5-&0")&)*(&H#0&!")&!"0&/)O&!5-&)*(

'/8&%,/9(,2

You can hear&/)&)*(,(2

C)&150&'(&!"#$%&'(&)*(,(2

C)&150&()%*' political change

50%&1"09(,-5)/"02


4/20

C0&50&P,508(&1"66/--/"0(%&7"$$&'?&

YouGov, we found that indeed a majority

">&9")(,-&*59(&(0858(%&/0&7"$/)/1-&"0$/0(A

H"&QRS&5,(&8())/08&)*(/,&/0>",65)/"0&

"0$/0(2&F*/-&-#88(-)-&)*5)&6#1*&">&)*(&

digital engagement is still passive rather)*50&51)/9(;&/2(2&/)&/-&5'"#)&"')5/0/08&

information rather than participating in

7"$/)/15$&1"09(,-5)/"02&H"&)*(&15675/80&

could be +'!)(&"0$/0(2

:(&150&-((&)*/-&*(/8*)(0(%&51)/9/)?&

>"$$"!/08&)*(&%('5)(-2&T-/08&&

/0)(,(-)&/0&&

1"#,-(;&)*(&>?&/01/%(0)2


Text message

H"1/5$&6(%/5&U(282&F!/))(,;&X$/1G,;&X51('""G;&Y"#F#'(O

E-mail from local candidates or parties

Newspapers websites / BBC online

Blogs

:('-/)(-

P0$/0(&5%9(,)/-/08&U(282&"$$"!/08&)*(&%('5)(-2&]")(,-&)*(0&!(0)&

onto the web to inform themselves>#,)*(,2&[(50!*/$(;&51)/9/-)-&50%&

/0L#(01(,-&!(,(&'#-?-/08&F!/))(,&)"&

spread their own thoughts and gauge

)*(&,(51)/"0&">&")*(,-2&F*(&-)/6#$#-&

was old media - the television debates

themselves and polling - but then the

,(51)/"0&!5-&(1*"(%&50%&567$/+(%&

)*,"#8*&0(!&6(%/52&40%&9")(,-&*59(&

started to engage in a richer political

F")5$&^#6'(,&">&)!(()-A&

RZ_;`aQ

49(,58(&>,(J#(01?A&Wa2bQ&

tweets/second^#6'(,&">&F!(()(,-A&`Q;_Z`

F")5$&^#6'(,&">&)!(()-A&

R_W;caV

49(,58(&>,(J#(01?A&WQ2Q&

tweets/second

^#6'(,&">&F!(()(,-A&WZ;cab


5/20

Text voting

Texts to or from friends and family

H"1/5$&0()!",G-&U(282&F!/))(,;&X$/1G,;&X51('""G;&Y"#F#'(O

Candidates or commentators blogs

X",#6-&"0&/--#(-&",&d5,)?&!('-/)(-

X",#6-&"0&0(!-757(,&!('-/)(-

Other online forums/communities U(282&6#6-0();&6?>"")'5$$>",#6O

1%

6%

11%

2%

2%

4%

4%

Other

^")&577$/15'$(&UC&*59(&0")&1"66(0)(%&"0&)*(&8(0(,5$&($(1)/"0O

9%

66%


1"09(,-5)/"0&"0$/0(2&4-&)*/-&(\750%-;&

the internet will begin to drive political

conversation though it didnt achieve that

in this election, especially if fundraisingand supporter mobilisation goes to

50")*(,&$(9($2&F*(&P,508(eY"#


6/20

This report covers three different aspects

">&)*(&15675/80A

!

!

!

the aerial

battleEach of the parties pursued very different

-),5)(8/(-2&F*(&f"0-(,95)/9(-&D&5'$(&

)"&)5G(&5%950)58(&">&)*(/,&-/80/+150)&

+0501/5$&+,(7"!(,&D&!(0)&>",&5&1(0),5$/-(%&

577,"51*&)*5)&%(7$"?(%&-65,)&)5,8()/082&

C)&!5-&50&577,"51*&5G/0&)"&"0$/0(&50%&

%/,(1)&65,G()/082&I5'"#,&!(0)&>",&5&!",%&

of mouth approach designed to empower

activists in their one-to-one contacts with

9")(,-&50%&(51*&")*(,2&40%&)*(&I/'(,5$&

Democrats pursued a more quirky and

creative approach and often relied on

#0">+1/5$&1*500($-&)"&157)#,(&-#77",)(,-&

50%&%/--(6/05)(&)*(/,&6(--58(2


Strategy (the aerial battle)N"!&%/%&)*(&65/0&75,)/(-&15675/80&

using new communication and

organisation technologies?

Creativity (lone soldiers)N"!&%/%&")*(,-&D&/01$#%/08&)*(&

media, issue campaigns, bloggers,

humourists, etc - use new media and

who was successful?

Engagement (the ground war)N"!&%/%&150%/%5)(-&50%&$"15$&

campaigners engage directly with

voters through new media and who

got it right?

The Conservatives targeted voters

%/,(1)$?2&I5'"#,&)5,8()(%&51)/9/-)-2&

40%&)*(&I/'(,5$&=(6"1,5)-&5/6(%&)"&

capture some of the wave that their

leader was creating through his debate

7(,>",6501(-2&

Conservatives-

new political marketing

P0(&'/8&5%950)58(&">&-#7(,/",&+0501/5$&

muscle is that you can invest heavily

not only in your web presence but

in promoting it and integrating your

campaign infrastructure to directly

)5,8()&/0%/9/%#5$&9")(,-2&40%&)*/-&!5-&

the Conservative approach in the

($(1)/"0-2&F*(,(&!(,(&)*(&",850/-5)/"05$&

)""$-&D&-#1*&5-&6?1"0-(,95)/9(-21"6&

but these werent what really drove thef"0-(,95)/9(&-),5)(8?2&F*(&-),5)(8?&!5-&

more akin to the type of very targeted

marketing deployed in the corporate

!",$%2&C)3-&9(,?&(\7(0-/9(;&'#)&(\(1#)(%&

/0&)*(&,/8*)&!5?;&/)3-&(>>(1)/9(2

This strategy manifested itself in

/09(-)6(0)&/0&&5%9(,)/-/08&)*,"#8*&X51('""GR2&&X",&

(\567$(;&)*,"#8*&)*(&%5)/08&-/)(&65)1*2com, people in income groups (you give

your income when you sign up to the

-/)(O&6"-)&5>>(1)(%&'?&I5'"#,3-&05)/"05$&

insurance increase were targeted

with advertisingW2&&F*/-&!5-&5$$/(%&!/)*&

email and direct marketing using the

type of rich data about localities that

someone like Tesco would use, allied

with the parties own data collected by

15095--(,-&"0&)*(&%"",-)(72

Rg56(-&f,5'),((;&=59/%&f56(,"03-&'5))$(&)"&1"00(1)2&:/,(%&[585h/0(;&47,/$&WbRb2

W


7/20


C00"95)/"0-&-#1*&5-&:('f56(,"0&D&5&

personalised video series featuring David

Cameron - helped the party to build

#7&5&$/-)&">&Vbb;bbb&(65/$&5%%,(--(-2&

:('f56(,"0&156(&)"&0")/1(&/0&)*(&TH&(9(0&'(>",(&)*(&P'565&3bZ&15675/80&

G/1G(%&">>2&H"&)*(&f"0-(,95)/9(-&!(,(&

early innovators and focused relentlessly

"0&6(--58(&%($/9(,?2&

4-&5&,(-#$);&VZS&">&9")(,-&,(7",)(%&

contact from the Conservatives prior to

)*(&-*",)&15675/80&1"675,(%&!/)*&_QS&

>",&)*(&I/'(,5$&=(6"1,5)-&50%&`VS&>",&

)*(&I5'"#,&d5,)?`2&&H"-/08&50&/0)(8,5)(%&

and targeted marketing approach, theConservatives were able to amplify their

15675/80&6(--58(-2

40%&5-&)*(&/658(&'($"!&-*"!-;&)*(&

Conservatives had very prominent

)5,8()/08&">&


8/20


!

Labour - making a virtue

out of necessity

N5%&)*(&,()5/$&65,G()/08&"0$/0(&-),5)(8?&'((0&595/$5'$(&)"&)*(&I5'"#,&d5,)?&/)&6/8*)&

!($$&*59(&7#,-#(%&/)2&N"!(9(,;&%#(&)"&

+0501/5$&1"0-),5/0)-&/)&!5-&0")&50%&-"&/)&

*5%&)"&+0%&50")*(,&!5?&">-/08&%/8/)5$&

6(%/5&)"&-#77",)&/)-&15675/802&C0&!*5)&

I5'"#,3-&15675/80&-),5)(8/-)&="#8$5-&

4$(\50%(,&%(-1,/'(%&5-&5&.!",%&">&6"#)*&

election, the strategy was to galvanise

)*(&I5'"#,&75,)?&651*/0(&)"&)5G(&)*(&

campaign directly to voters, doorstep

)"&%"",-)(72&T0$/G(&)*(&f"0-(,95)/9(&campaign which targeted voters directly,

)*(&5/6&">&)*(&I5'"#,&15675/80&!5-&)"&

(0(,8/-(&/)-&51)/9/-)&'5-(2

The jewel in the partys crown was

[(6'(,-0()2&F*"#8*&$5#01*(%&)*,((&

?(5,-&58"&)"&$(--&">&5&>50>5,(&)*50&!!!2

6?1"0-(,95)/9(-21"6&/)&*5%&6",(&)/6(&

to become accepted and used by party

51)/9/-)-2&[(6'(,-0()&*($7(%&51)/9/-)-&)"&

organise events, disseminated campaignmaterials, kept them in touch with other

activists, and gave all members access to

5&.9/,)#5$&7*"0(&'50G3&)*5)&!5-&(--(0)/5$$?&

an anywhere/anytime phone canvassing

)""$2&F*(&.9/,)#5$&7*"0(&'50G3&!5-&5$-"&

accessible through the partys iPhone

5772&

The pop gossip site PopBitch gave the

577&50&Z&"#)&">&Rb;&%(1$5,/08&/)&)"&'(&

.-#,7,/-/08$?&/0)(,(-)/0823&d,5/-(&/0%((%2

4$"08-/%(&)*(-(&)""$-;&I5'"#,&,50&5&

number of issue campaigns to target

-7(1/+1&7""$-&">&9")(,-2&.j%3-&d$(%8(3&U)*(&

j%&/0&J#(-)/"0&!5-&)*(&H(1,()5,?&">&H)5)(&

for Energy and Climate Change) on the

(09/,"06(0)&50%&)*(&.H59(&"#,&H#,(&H)5,)3&

campaigns were the most prominent

(\567$(-2

F*(&$5))(,&15675/80&%(7$"?(%&X51('""G&

segmented advertising to get the

6(--58(&51,"--2

F*(&.!",%&">&6"#)*3&)*(6(&!5-&

-#77",)(%&'?&-"1/5$&6(%/52&]/,)#5$&7*"0(&

bank activity was boosted using the

#mobmonday hashtag when activists

across the country would use the tool

to target particular constituencies on

every Monday in the run-up to campaign

50%&($(1)/"02&40%&/0&)*(&+05$&%5?-&">&)*(&

campaign a splash page appeared on

arrival at the partys site encouraging

supporters to spread the word aboutI5'"#,&585/0-/08&)*(&*5-*)58&

k/69")/08$5'"#,A

I5'"#,3-&%/8/)5$&15675/80&*5%&50&51)/9(&

and energetic feel to it, and it had an

/6751)2&C0&)*(&-*",)&15675/80;&5-&

well as a million and a half site-views

"9(,5$$;&I5'"#,&!5-&65G/08&`bb;bbb&

voter contacts per week compared!/)*&Rbb;bbb&7(,&!((G&/0&WbbV2&F*(,(&

!(,(&Qb;bbb&1"0)51)-&65%(&7(,&!((G&

#-/08&)*(&9/,)#5$&7*"0(&'50G;&Qb;bbb&

9/(!(%&)*(&650/>(-)"&"0$/0(&!/)*&Vb;bbb&

%"!0$"5%/08&)*(&7%>2&`b;bbb&6(6'(,-&

#-(%&[(6'(,-0();&!*(,(&"9(,&RV;bbb&

15675/80&(9(0)-&!(,(&",850/-(%2&

I5'"#,&5$-"&65058(%&)"&,5/-(&i`Vb;bbb&

"0$/0(2


9/20


I5'"#,&*5%&/)-&-#11(--(-&"0&Y"#F#'(2&

The manifesto was launched with the

5/%&">&5&9/,5$&50/65)(%&+$6&>,"6&K/%$(?&

H1"))&4--"1/5)(-&!*/1*&!5-&9/(!(%&"9(,&R`b;bbb&)/6(-2&4&75,)?&($(1)/"0&',"5%15-)&

>(5)#,/08&)*(&1"6(%/50;&j%%/(&Chh5,%;&!5-&

9/(!(%&"9(,&RRb;bbb&)/6(-2&

The party had mishaps online just as the

F",/(-&%/%2&C)&%(1/%(%&)"-(&/)-&7""$&">&

supporters creativity in a crowd sourcing

(\(,1/-(&)"&%(-/80&5&15675/80&7"-)(,2&F*(&

winning idea was to cast David Cameron

5-&5&)*,"!'51G&)"&)*(&RaZb-2&f56(,"0&

!5-&>(5)#,(%&5-&&)*(&75,)?3-&

site was devoted to desperately trying to

capture visitors details and bind them

/0)"&)*(&75,)?3-&%5)5'5-(-2


10/20


H),5/8*)&5>)(,&)*(&+,-)&%('5)(;&)*(&75,)?3-&X51('""G&>50&'5-(&!(0)&>,"6&

R`;_VQ&)"&_Q;Vbb&50%&)*(0&)"&QQ;QZa&

5>)(,&)*(&-(1"0%&%('5)(2&@?&)*(&(0%&

of the campaign it was up around the

Zb;bbb&65,G2&I5'"#,3-&'?&1"0),5-)&!5-&

$508#/-*/08&5)&5,"#0%&`V;bbb&!*/$(&

the Conservatives who had long been

)5,8()/08&X51('""G&!(,(&"0$?&-$/8*)$?&

'(*/0%&)*(&I/'(,5$&=(6"1,5)-2&^/1G&f$(88&

(@nick_clegg) ended the campaign with in

(\1(--&">&`Z;bbb&F!/))(,&>"$$"!(,-2&

C)&!5-&65/0$?&)*,"#8*">+1/5$&1*500($-&

that digital media really boosted the

I/'(,5$&=(6"1,5)-2&X"$$"!/08&-#11(--&

/0&8())/08&K58(&585/0-)&)*(&[51*/0(&)"&

f*,/-)65-&^#6'(,&P0(;&@(0&H)"1G650&

-()&)*(&X51('""G&758(&We got Rage

Against the Machine to #1, we can get

!"#$%&'$(#)*$&+!,$,-./#01 By polling day it

*5%&RQW;Vbb&6(6'(,-2

C0&,(-7"0-(&)"&7,(--&5))51G-&"0&)*(&I/'(,5$&=(6"1,5)&$(5%(,;&F!/))(,-(,-&

established a hashtag #nickcleggsfault

)"&6"1G&)*(&5))51G-2&C)&(0%(%&5-&)*(&

Tm3-&0#6'(,&"0(&),(0%/08&)"7/1&50%&"0(&

">&)*(&$(5%/08&),(0%/08&)"7/1-&8$"'5$$?2&

The TV satirist and writer of The Thick

">&C);&4,650%"&C500#11/&U!*"&$5)(,&

(0%",-(%&)*(&I/'(,5$&=(6"1,5)-O;&(9(0&

7/)1*(%&/0A

#nickcleggsfaultNick Clegg lived

in the same town asa seriously ill man andnever visited him,

though he knows hehas a spare kidney.

!


11/20

F*/-">+1/5$&51)/9/)?&!5-&-7"0)50("#-;&

effervescent, and, in many ways,

505,1*/12&C)&!5-&(\51)$?&!*5)&5&!('&

15675/80&-*"#$%&'(2&@#)&>,"6&)*(&

I/'(,5$&=(6"1,5)-3&7(,-7(1)/9(&)*(,(&/-&

just one issue with this and this is why it

-),#88$(%;&5-&5&75,)?;&)"&15)1*&)*(&!59(2

C)3-&8,(5)&*59/08&RQb;bbb&X51('""G&>50-&

"0&50">+1/5$&>50&758(&'#)&*"!&%"&?"#&

capture that as an organisation? They

could have created an entire new party

- the numbers in this group were much

greater than the number of members

">&)*(/,&75,)?2&@#)&)*(?&!(,(&/0&)*(&

%5)5'5-(-&">&X51('""G;&0")&)*(&I/'(,5$&

=(6"1,5)-2

F*(&I/'(,5$&=(6"1,5)-%(,7(,>",6(%&

)*(/,&7"$$&,5)/08&8"/08&/0)"&[5?&Q)*2&

Digital media was used to capture the

wave of support for the candidacy of

@5,51G&P'565&/0&)*(&TH&7,(-/%(0)/5$&

election because his digital campaign

!5-&,(5%?&)"&157)#,(&/)2&F*(&I/'(,5$&

Democrats were not similarly prepared- they lacked the organisational and

+0501/5$&6#-1$(&)"&%"&-"2


verdict:

With the right digital toolsand funding, election2010 could have createdan entire new party forthe Liberal Democrats.

They (understandably)failed to catch the wave.Labour also managed toraise 350,000 online.


12/20


!

the creativity

.3'&.,)'+#2$)/4HumourC)&/-&/0&)*(&05)#,(&">&%/8/)5$&6(%/5&)"&

capture dispersed creativity in a way that

1$"-(%&",850/-5)/"0-&>5/$&)"&%"2&f,(5)/9/)?&

comes from open thinking - the very anti-

)*(-/-&)"&75,)?&$/0(-&50%&8,"#7D)*/0G2&40%&

there were some spectacular successes

/0&)*(&%/8/)5$&15675/80&">&WbRb2

Before the campaign even began, an

independent creative media specialist,

f$/>>",%&H/08(,;&*5%&-()&5'"#)%(,6/0/08&

)*(&f"0-(,95)/9(-&+,-)&'/$$'"5,%&

campaign of the long campaign with

6?%59/%156(,"021"6&!*/1*&5$$"!(%&

visitors to the site to put their own slogan

/0-)(5%&">&)*(&">+1/5$&f"0-(,95)/9(&75,)?&

-$"8502&C)&!5-&50&">L/0(&50%&65/0-),(56&

6(%/5&*/)2

Video was a powerful medium in the

($(1)/"02&]/,5$&]/%("&f*5,)&7$51(%&5&9/%("&

),50-7"-/08&5&,(+0(%&6"1G&@#$$/08%"0&

f$#'&9(,-/"0&">&)*(&d#$7&*/)&.f"66"0&

People alongside images of David

f56(,"02&F*(&9/%("&!5-&9/(!(%&"9(,&

`bb;bbb&)/6(-&"0&Y"#F#'(&50%&-*5,(%&

"9(,&RZ;bbb&)/6(-2&F*(&


13/20


!

won in the local or parliamentary

($(1)/"0-2&C)&!5-&1"67$()($?&%,/9(0&'?&

activism and fundraising which was

immediately funneled to the frontlineU5'"9(O2

P)*(,&-#11(--(-&/01$#%(%&:(-)6/0-)(,&

WbRb&D&5&.%(1$5,5)/"0&">&f*,/-)/50&

conscience- which attracted almost

Vb;bbb&-/805)",/(-2&d"!(,&WbRb&

integrated an online petition to change

politics, with on-the-ground campaigners,

50%&",&)*(&

faint hearted! Channel 4 News produced

a useful fact check blog which held

the parties to account for their factual

1$5/6-&50%&1"#0)(,&1$5/6-2&F*(&C0-)/)#)(&

>",&X/-15$&H)#%/(-&!5-&5$-"&5&9(,?-(>#$&

source of authoritative analysis in this

,(85,%2&

The Telegraph went for an approachbased on providing deeper information

about individual candidates and a space

for discussion about the issues, and

provided access to the Vote Match tool

to help voters decide which way they

-*"#$%&8"2


14/20


4$$&/0&5$$&)*"#8*;&1"675,(%&)"&)*(&%((7&

and rich information available from the

TH&0()!",G-&/0&)*(&TH&($(1)/"0&D&>",&

example, polling data that went beyondthe headline numbers - the media election

"0$/0(&!5-&>5/0)$?&%/-577"/0)/082

Blogs

F*(&'$"8"-7*(,(&/-&5&7(,650(0)&+\)#,(&

/0&Tm&7"$/)/1-&0"!&D&5&%(9($"76(0)&-/01(&

)*(&$5-)&($(1)/"02&40%&)*(&65M",&'$"88(,-&

and blogs all contributed in their own

way to the discussion with most major

'$"8-&(0M"?/08&5&-7/G(&/0&),5>+12&P0&)*(&,/8*);&&7(,-"05$/)?2&f"0-(,95)/9(N"6(&50%&

their Editor Tim Montgomerie had an

"#)-)50%/08&($(1)/"02&F*(?&(9(0&65058(%&

to raise several thousand pounds for

40)*"0?&f5$9(,)3-&15675/80&)"-(5)&

j%&@5$$-&[d&/0&[",$(?&50%&P#)!""%2&N(&

!5-&M#-)&R;RbR&9")(-&-*",)&50%&-(1#,(%&5&

a2VS&-!/082

P0&)*(&$(>);&I(>)&X"")&X",!5,%;&N"7/&H(0;&

I5'"#,I/-);&50%&H#0%(,&m5)!5$5&5)&^(\)&

I(>);&)(0%&)"&577,"51*&)*/08-&>,"6&5&

more policy, politics, and commentary

7(,-7(1)/9(2&

40%&/0&)*(&I/'(,5$&=(6"1,5)&'$"8"-7*(,(;&

I/'=(6&]"/1(;&[5,G&K(1G"0-;&50%&&)*(&$"15$&51)/9/-)2&

Mobile phones are the means by which

15675/80-&5,(&",850/-(%2&[#1*&7"$/)/15$&

trading and negotiation is no longer

%"0(&/0&-6"G(D+$$(%&,""6-&'#)&9/5&(65/$2&

40%&-"1/5$&6(%/5&/-&)*(&!5?&)*5)&7""$-&

">&51)/9/-)-&5,(&(\750%(%&50%&",850/-(%2&

H"6()/6(-&$"15$&15675/80(,-&M#-)&%"03)&

8()&/);&5-&/0&)*(&15-(&">&I5'"#,&


15/20


150%/%5)(;&H)#5,)&[51I(0050;&!*"&!5-&

+,(%&5>)(,-/08&F!/))(,&)"&65G(&5&-(,/(-&

">&5'#-/9(&1"66(0)-&5'"#)&I5'"#,&

colleagues and even innocent by--)50%(,-2

N"!(9(,;&)*(,(&!(,(&6",(&-#11(-->#$&

#-(-&">&0(!&6(%/5&)*50&[51I(00503-&

#0>",)#05)(&/0)(,9(0)/"02&N(,(&5,(&-"6(&">&

the best

Conservative

Charlie Elphicke didnt go for super slick

design but he went for an approach thatattempted to engage voters in the Dover

50%&=(5$2&N/-&!('-/)(&D&!!!2($7*/1G(2

1"6&D&>(5)#,(%&.f*5)[573&!*/1*&!5-&5&

chat tool that linked discussion threads to

$"15)/"0&"0&5&",&H($'?&50%&4/0-)?&50%&

,%34$!-5$!36/44(, the candidate

>",&P\>",%&:(-)&50%&4'/08%"0&'")*&

!(0)&>",&1$(5,&50%&*/8*&/6751)&%(-/802&

@$51G!""%&!"0&)*(&-(5)&"0&5&cS&-!/08&

against the popular and renowned

I/'(,5$&=(6"1,5);&=,&j950&N5,,/-2&F*/-&

1"675,(%&)"&5&05)/"05$&-!/08&">&R2VS&

>,"6&)*(&I/'(,5$&=(6"1,5)-&)"&)*(&f"0-(,95)/9(-2

!


16/20


Liberal Democrats

On every level, 7899'-:'!;+')2;49'",65)/"02&

C)&>(5)#,(%&5&.I/>(-),(563&!*/1*&!5-&

'5-/15$$?&5&$/9(&>((%&">&5$$&">&X(5)*(,-)"0(3-&

social media and web engagements -

F!/))(,;&X51('""G;&'$"8;&0(!-;&9/%(";&

X$/1G,;&()12&@(?"0%&)*(&-/)(&-*(-(%&

Twitter proactively to engage potential

51)/9/-)-;&-#77",)(,-;&50%&9")(,-2&X",&

example, she tweeted to gauge reaction

)"&*(,&75,)?3-&$"15$&7$(%8(-2&@?&)*(&(0%&

">&)*(&15675/80&X(5)*(,-)"0(&*5%&"9(,&`;bbb&X51('""G&>,/(0%-&50%&5$6"-)

`;bbb&F!/))(,&>"$$"!(,-2

N(,&15675/80&-(1#,(%&5&-!/08&">&5$6"-)&

_S&585/0-)&I5'"#,&585/0-)&5&05)/"05$&

-!/08&">&`2VS&U)*"#8*&/0&I"0%"0&)*(&

-!/08&>,"6&I/'(,5$&=(6"1,5)&)"&I5'"#,&

!5-&"0$?&R2WVS&-"&/)3-&50&(9(0&'())(,&

7(,>",6501(&'?&)*5)&6(5-#,(2O

j950&N5,,/-&!5-&7(,*57-&)*(&6"-)&

7,"$/+1&)!(()/08&[d&%#,/08&)*(&($(1)/"0&

50%&*5-&"9(,&Z;bbb&>"$$"!(,-2&N(-(%&/)&

to mobilise and recruit volunteers to his

15675/802&N"!(9(,;&*/-&!('&7,(-(01(&

overall was not up to the standards of

*/-&%/,(1)&"77"0(0)&^/1"$5&@$51G!""%2&

N/-&75,)?&5$-"&)51)/15$$?&6"9(%&,(-"#,1(-&

to the neighbouring Oxford East

constituency and that, in part, explains

!*?&*(&!5-'$(&)"&*"$%&"0)"&*/-&-(5)2

!


17/20


Labour

=;'$$!->)'!2'8 understands community

organising style campaigning and-"1/5$&6(%/52&H*(&/-&51)/9(&/0&'#/$%/08&

relationships with constituents in

:5$)*56-)"!;&">)(0-/08&F!/))(,&U-*(&

+0%-&/--#(-&">&$"15$&/0)(,(-)&)*(,(&50%&

engages with people on that basis) and

65058(-&50&(65/$&$/-)&">&`;bbb&",&-"&

that focuses on local information and

(0858(6(0)&,5)*(,&)*50&,5!&7"$/)/1-2&

40%&*(,&-/)(&/-&9(,?&(0858/08;&51)/9(;&

and proactive with great use of different

6(%/52&4-)"0/-*/08$?&-*(&/01,(5-(%&I5'"#,3-&-#77",)&/0&)*/-&-5>(&-(5)&!/)*&5&

6/0/-1#$(&-!/08&U$(--&)*50&b2RSO&)"&*(,&

65/0&"77"0(0);&)*(&I/'(,5$&=(6"1,5)-2

7?6'-@4$$!)(+1#$)&($(1)/"0&5-&*(&-)5,)(%&5&%/-)50)&

)*/,%&7$51(&)"&)*(&f"0-(,95)/9(-2

Stuart King in Putney also produced

a stunningly designed and accessible

-/)(2&C)&!5-&9(,?&51)/"0&%,/9(0A&9"$#0)((,;&

get yourself a postal vote, pledge

your support, make a donation, join

I5'"#,&()12&485/0;&*"!(9(,;&/)&!5-03)&

enough to prevent a large swing to the

f"0-(,95)/9(-2

!


18/20

!

Others

Other local campaigns tended to major

on personality over engagement and

the two clearest examples of this were

the campaign sites of>!)4$%9'-7?3!2-

in Brighton Pavilion and Nigel Farage

/0&@#1G/08*562&^/8($&X5,58(3-&-/)(&$(%&!/)*&*/-&.+8*)/08&'#$$3&-$"850&'#)&">>(,(%&

9(,?&$/))$(&'?&!5?&">&/0)(,51)/"02&f5,"$/0(&

I#15-3-&-/)(&*5%&6#1*&6",(&'?&!5?&

of engagement and included a blog

50%&-"1/5$&6(%/52&C)&!5-&1"67()(0)&

and striking and doubtlessly made a

1"0),/'#)/"0&)"&*(,&,(65,G5'$(&a2_S

-#,8(&/0&-#77",)2



19/20


conclusionC>&)*(&-)50%5,%&/0&15675/80/08&)*,"#8*&

%/8/)5$&6(%/5&/-&)*(&P'565&3bZ&"7(,5)/"0;&

then all the major parties fell short in this

($(1)/"02&P'565&3bZ&%/,(1)$?&)5,8()(%&

messages at voters, enthused them, got

them to sign up, fundraised from them,

enabled social networks of support to

be built, captured the wave of support

for the candidate, and actually motivated

people to become active in their local

1"66#0/)/(-2&C)&(1*"(%;&567$/+(%;&50%&drove traditional campaigning and media

50%&%/%&-"&/0&50&/0)(8,5)(%&>5-*/"02

N"!(9(,;&/>&)*(&5/6&>",&)*(&0(\)&($(1)/"0&

/-&)"&65)1*&!*5)&P'565&3bZ&51*/(9(%;&

then the campaigns will again fall short

of what could be achieved by seeking to

engage in a political conversation with

9")(,-&)*,"#8*&0(!&6(%/52&F*(&G(?&)*/08&

!/$$&'(&)"&,($/0J#/-*&1"0),"$2&F*(&>#)#,(&">&

political parties will be very much aboutcreating new spaces for political dialogue

50%&(0858(6(0)2&

^(!&6(%/5&/09(,)-&)*(&L"!&">&

communication between elites and us

5$$2&C>&($/)(-&%"&0")&,($/0J#/-*&1"0),"$;&)*(0&

)*(?&!/$$&'(&/80",(%2&H"&)*(&1*5$$(08(&

/-&)"&+0%&5&0(!&7"$/)/15$&1"09(,-5)/"0;&

and digital technologies are a way of

enabling this at some point, politicians

and parties will have to increasingly

ask for permission to engage in

political conversations that are already

happening, for example, in the case of!('&1"66#0/)/(-&-#1*&5-&[#6-0()2

That requires adapting to the priorities

and language of those with whom you

(0858(2&K()5/$&7"$/)/1-&!/$$&/01,(5-/08$?&'(&

,(7$51(%&'?&1"09(,-5)/"05$&7"$/)/1-2

F*(&($(1)/"0&!5-&*(5,%&50%&567$/+(%&

/0&%/8/)5$&6(%/5&/0&)*/-&($(1)/"02&

C01,(5-/08$?&%/8/)5$&(0858(6(0);&!*(0&

meshed, blended and integrated

with more traditional forms of politicalengagement, will come to drive the

7"$/)/15$&1"09(,-5)/"02&@#)&)*(&05)#,(&

">&)*5)&1"09(,-5)/"0&!/$$&'(&%/>>(,(0)2&C)&

!/$$&'(&5&1"09(,-5)/"0&'()!((0&5$$&">-2&

40%&7"$/)/1/50-&!/$$&*59(&)"&+0%&5&!5?&

/02&f"0-(J#(0)$?;&7"$/)/1-&!/$$&'(1"6(&5&

6",(&*#6'$(&7#,-#/)2&


20/20

)*/-&/-&7,/0)(%&"0&RbbS&,(1?1$(%&65)(,/5$&50%&150&'(&,(1?1$(%&585/0 PfNRRbbQ`ebQRb

orange's digital election analysis

Documents