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