helmut metzner on liberal e-democracy

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

FDP

Liberal e-Democracy:

Digital media in the communications strategy and practice of the FDP

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Our Brand Identity

Brand Essence:

liberal

optimistic

modern

Values & Attributes:

- honesty

- clearness

- self-confidence

- tolerance

- diversity

- humanity

Performances &Benefits:

- liberalism

- free market economy

- individuality

- transparency

- willingness to perform

- citizen-orientated

- enthusiasm

- reliability

- substance/content

Campaigning for political success Strategy Campaigns Tools

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Campaigning for political success Strategy Campaigns Tools

Our Brand Identity

Brand Essence:

liberal

optimistic

modern

Values & Attributes:

- honesty

- clearness

- self-confidence

- tolerance

- diversity

- humanity

Performances &Benefits:

- liberalism

- free market economy

- individuality

- transparency

- willingness to perform

- citizen-orientated

- enthusiasm

- reliability

- substance/content

Our Strategy

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Campaigning for political success Strategy Campaigns Tools

Our Strategy

- to initiate election and permanent campaigning

- to intensify personification

- to communicate goals and values constantly

- to extend political issues and political goals

- to enthuse and stimulate new target groups

- to be an active part at all political levels

- to offer a lot of opportunities to get into dialogue with us

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Campaigning for political success Strategy Campaigns Tools

Our Strategy

- to initiate election and permanent campaigning

- to intensify personification

- to communicate goals and values constantly

- to extend political issues and political goals

- to enthuse and stimulate new target groups

- to be an active part at all political levels

- to offer a lot of opportunities to get into dialogue with us

Brand essence and strategy charaterize all campaigns and implementation of measures and tools.

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

433 reports about in Deutschland…

…only 2 reports about FDP!

Campaigning for political success Strategy Campaigns Tools

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Our liberal family: More activities than ever!

Press releases:

Nationwide events:

Parliamentary proposals/initiatives:

319

über 100

ca. 180

Campaigning for political success Strategy Campaigns Tools

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Campaigning for political success Strategy Campaigns Tools

Our Campaigns: Election for the German Bundestag 2005

Classical election campaign dominated by personification and goals.

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Campaigning for political success Strategy Campaigns Tools

Our Campaigns: "Selbstdenker " – Kampagne ("self-thinker " campaign)

Testemonial campaign via internet to gain new party members.

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Campaigning for political success Strategy Campaigns Tools

Our Campaigns

Permanent campaigns constantly evoke awareness for liberal politics.

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

• new types of membership

• vivid grass roots campaigning

• campaigning as main instrument

• party networks for individual benefit

• Ausbau der Vorfeldarbeit

• Umbau der Geschäftsstellenarbeit

• modern workshops

• improving party regulations/law

• national organisation –

federal agenda setting

• political framework

Campaigning for political success Strategy Campaigns Tools

On the road to a people‘s movement: Commission Parteireform!

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Campaigning for political success Strategy Campaigns Tools

A success story: Nr. 1 source of information

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Campaigning for political success Strategy Campaigns Tools

Tools: Internet Portal www.fdp.de

Success story: "Portal Liberal“ is the entrance area to substantial information and various dialogue opportunities.

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Campaigning for political success Strategy Campaigns Tools

Tools: my.fdp.de

"My.fdp" is our virtual community that provides services, tools for self-presentation of members, information, forums and competitions.

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

It is worth joining the fdp – not only politically.

Campaigning for political success Strategy Campaigns Tools

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Individual Newsletter

Campaigning for political success Strategy Campaigns Tools

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

X

X

XX

Campaigning for political success Strategy Campaigns Tools

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Campaigning for political success Strategy Campaigns Tools

Tools: You Tube Channel

The FDP You Tube Channel helps to spread liberal beliefs. User can directly get into dialogue.

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Campaigning for political success Strategy Campaigns Tools

Tools: Special events for special target groups, chats and service lines to stay in touch.

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Most growing mempership!

60000

62000

64000

66000

68000

70000

2000 2001 2004 2006

2.159 new members

competing parties loose members, liberals grow

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

Campaigning for political success Strategy Campaigns Tools

FDP

Thank you for listening!

Any questions?

Good success with your campaigning!