2011 Capital Staffers Index An Analysis of Digital Media’s Impact on Shaping Policy for the United Kingdom

Research Methodology and Objectives

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This survey tests the perceived value of various communication strategies as tools for policymakers to connect with local residents and communities; determines the credibility and trust associated with social media networks; and compares the Internet’s influence on policymakers internationally.

Washington, DC Congress 50

Ottawa, CA Parliament 25

Mexico City, MX Congress 50

Buenos Aires, AR Congress 50

Brasilia, BR Congress 50

London, UK Parliament 91

Brussels. BE Parliament 51

Paris, FR Assembly 50

Berlin, DE Bundestag 50

New Delhi, IN Parliament 55

Beijing, CN Congress 20

The overall margin of error is +4.2% in 95

out of 100 cases.

StrategyOne surveyed 542 senior staff members from key capitals around the world from September 26, 2011 to October 31, 2011.

From Policy Issue to Policy Priority “It’s the Economy Stupid” & “All Politics is Local”

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How important are each of the following in turning a policy issue into a policy priority for you? (UK only)

99% 95% 81%

68% 68%

Outside research and briefing overviews play an important role when

staffers meet with lobbyists

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When you meet with lobbyists, which THREE of the following things do you pay the most attention to? (UK only)

academic whitepapers

NGO Research

one page briefings

editorials industry groups

polls ads blogs

Don’t be overwhelming/fewer e-mails 23%

Be focused on message 21%

Know the issue 8%

Present clear analysis with evidence 5%

Better communication 4%

Use more technology 3%

Answer questions personally 3%

Better cooperation 2%

Work at ground level 2%

Be less superficial 1%

Show impact on constituents 1%

Acknowledge the other side of the issue 1%

Promote the party 1%

Making Life Easier Evidence-based analysis is important

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What is the ONE thing that advocacy groups or lobbyists could do that would do the MOST to make YOUR job easier?

(Open ended) [UK only]

Top Two Factors Fact Supported

Messaging

Which ONE of these is typically the reason why a public affairs campaign fails? (UK only)

Campaign “Fail Factors”

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24% Poor message

22% Limited

grassroots support

21% Narrow

corporate interests

10% Weak government

relations or lobbying

Small & narrow

coalition

Poor strategy

No studies that support goals

Weak media team

Poor spokesperson

Advocacy is Personal

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When hearing from local advocacy groups, which of the following things help that group’s cause, and which of the following hurt that group’s cause? (UK only)

constituent office visits

community leader letters emails voter

letters local

editorials online

petitions

Social networks and Twitter have gone mainstream

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Traditional Channel Digital Communication Paid Media

*2010 for Through a member’s website and Mobile interaction through applications or text messages

When constituents contact your member, how effective are each of the following modes of contact? (UK only)

Reaching Members in the UK % Total Effective

2009 2010 2011 Change from 2009*

Written letters 97% 92% 98% +1

Constituent-sent e-mails 94% 86% 97% +3

In-person visits with constituents 92% 88% 95% +3

Through a member’s [2009] blog/ [2010-2011] website 18% 70% 89% +19

Telephone calls 89% 78% 87% -2

Newspaper columns 75% --

Press releases 55% --

Television appearances 55% --

Radio appearances 53% --

In-person visits with a professional lobbyist 51% --

Through a member’s Facebook, Orkut or other social network profile 15% 26% 41% +26

Op-eds 41% --

Through a trade association 40% --

Through Twitter 9% 22% 34% +25

Print advertising 32% --

Mobile interaction through applications or text messages 24% 23% -1

Television advertising 14% --

Radio advertising 14% --

Comments posted on YouTube 14% 12% --

The internet is a driver in informing and shaping policy issues

9 In the last 30 days, have you:

81% NO in 2009

67% NO

Changed your position

on a policy issue, based

on something you read

online

Energized

33% YES

Learned about a public

policy issue for the first

time online

Educated

60% YES

54% in 2009 40%

NO

Globally, Twitter and social networks are the channels experiencing the most significant growth

10 When constituents contact your member, how effective are each of the following modes of contact?

In the UK, the Twitter phenomena is lagging the rest of the world

11 When constituents contact your member, how effective are each of the following modes of contact? (UK only)

Current Member use of Facebook and Twitter is already outpacing last year’s forecast for

three-year growth

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Thinking about several different technologies, please indicate whether or not your Member was using them to communicate with constituents on key issues 3 years ago, is using them now, and

will be using them 3 years from now.

+8 +8

But, in the UK, current Member Twitter and blog use outpaces last year’s projected

three-year growth

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Thinking about several different technologies, please indicate whether or not your Member was using them to communicate with constituents on key issues 3 years ago, is using them now, and

will be using them 3 years from now. (UK only)

Twitter’s ability to provide news and politics is a large factor motivating

who staffers choose to follow

14 If you use Twitter, please select each of the types of people YOU follow on Twitter?

The focus on members of the

media highlights a need for a renewed

focus on direct media relations

A majority of staffers use Twitter as an issues and news first alert system

15 Thinking just about Twitter, which ONE of the following do you feel is the biggest benefit you get from using Twitter?

There is a clear desire to

influence the flow of

information: using Twitter to

receive news quickly and call

attention to issues bypasses traditional news

sources and allows staffers to act as a source of

information themselves.

Twitter Use by Country (60% Overall)

53% Do not use Twitter

Listening to issues

Shaping debate

Talking to constituents

Receiving unfiltered

information

16% Calling

attention to issues

14% Receiving

news quickly

Canada

Mexico

US

Argentina

UK

China

Brazil

EU

India

France

Germany 30%

32%

47%

47%

58%

65%

66%

66%

84%

88%

96%

Designing the Perfect Campaign

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Tell a Compelling Story Master Narrative

Statistics Anecdotes

Concise, impactful supporting content

Take the issue online Search optimization Compelling content

Tweets & blogs

Personalize Your Outreach Grassroots/Advocacy

Constituent letters/e-mails Member outreach days

Business/Community leader testimonials

Supplement Traditional with Digital Government relations

Media relations Twitter/Facebook

Social media/blogs/websites

Make it relevant National Economics/Local Impact

Analysis and research White Papers

2011 Capital Staffers Index An Analysis of Digital Media’s Impact on Shaping Policy for the United Kingdom