Digital strategy @ Groen - the Flemish Green Party
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This document discusses digital strategy and degrees of involvement in political participation. It notes that only 1% of people create content while 9% engage with it, influencing the views of the remaining 90%. The strategy is to attract creators and engagers to party channels to indirectly enlarge the audience. Degrees of involvement range from passive social media participation to active candidacy. The goal is facilitating easy, risk-free involvement through online tools and a smartphone app. This aims to expand the guaranteed electorate beyond the current 3-4% and engage the swing vote.
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Digital strategy @ Groen - the Flemish Green Party
- 2. Digital strategy Groen HQ ‣ concepts & values ‣ tools & tactics ‣ 2014 slideshare.net/phil101
- 3. About me • @philippebossin • part-time online comms and digital strategy @groen • groen.be, facebook.com/groen.be, twitter.com/groen
- 4. Degrees of involvement concepts & values
- 6. Degrees of involvement One nine ninety AKA 1% rule
- 7. “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
- 10. • 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
- 11. 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)
- 12. How? • creators: invite them to debate party issues, e- campaigners • engagers: produce sharable info (Q&A, video, photo)
- 20. People don’t easily join a political party
- 22. Guaranteed electorate is declining - decline in party identification (Groen guaranteed base electorate 3-4%)
- 23. Swing vote
- 24. How to get involvement? • Make it easy and risk free to participate • What’s the easiest way to do so?
- 28. Strategy: facilitate ‘degrees of involvement’
- 29. 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 candidate city council, parliament
- 30. 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 candidate city council, parliament
- 32. groen.be
- 34. groen.be
- 43. email • ezine (1/week) • press releases • wegwijzer (local focus) • newsflash • 25/05/2014
- 44. email
- 45. Facebook
- 47. Impact
- 53. Evolution
- 60. US Democrats
- 61. Features: • Election Central: campaign HQ • Alerts: pushmessages • Up-to-the-Minute News • Find Events • Photos and Video • Discussion Points • Call Congress
- 64. mijn.s-p-a.be
- 65. My BO
- 66. Pawlently Action
- 68. Campaign center
- 69. Campaign center
- 72. Yes We Did by Rahaf Harfoush