Identifying and targeting those

you want to influence

-Reinout Van Zandycke

Segmenteren

= Onderscheiden van kiezers– Geografisch: woonplaats – Demografisch: leeftijd, geslacht – Psychografisch: attitudes, interesses, levensstijl

“In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets…”

Reis, A., And J. Trout. 1986. Positioning: the battle for your mind. New York: Warner.

“The more specific the segmentation the

greater the opportunity for persuasion”

MicrotargettingThe Future Of Political Campaigns

Controversieel?

• Bunting, Luke (2015) "The Evolution of American Microtargeting: An Examination of Modern Political Messaging," Butler Journal of Undergraduate Research: Vol. 1, Article 2.

• Nickerson, D., & Rogers, T. (2014). Political Campaigns and Big Data. Journal of Economic Perspectives , 28, 51-74.

WAT IS MICROTARGETTING?

FILMPJE

WAT IS MICROTARGETTING?

OUDE PRINCIPES + BIG

DATA

BIG DATA

• Alle info die over jou te vinden is

• Niets is gratis!– Digitale TV– Spotify– Youtube– Facebook– Zalando– …

Web 4.0

Aghaei, S., Nematbakhsh, M. A., & Farsani, H. K. (2012). Evolution of the world wide web: from web 1.0 to web 4.0. University of Isfahan, Isfahan, Iran, Computer Engineering Department. International Journal of Web & Semantic Technology.

METAFOOR BIBLIOTHEEK

OBAMA 2012DE DOORBRAAK

FILMPJE

“OBAMA WAS CHEATING”“WHAT CHANGED IN POLITICS?”

“ABSOLUTELY EVERYTHING”

BEST PRACTICES

• APP• MICHELLE OBAMA• GEORGE CLOONEY

APP

Michelle Obama

78%

George Clooney

• Dinner with Barack 3.000.000 $

• Dinner with Barack and George

12.000.000 $

Wat met de data van Obama?“Het zou de grootste donatie ooit zijn”

Wat met België?

• Meer geregulariseerd• Erg kostelijk• Kleiner publiek• Gat in de markt?

Kritiek?

• Privacy? • Betere manipulatoren ipv betere leiders?

VRAGEN?