2011 capital staffers uk deck final
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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