how to communicate? go online! web is awesome, politics can be too

GO ONLINE!Web is awesome. Politics can be too.

HOW TO COMMUNICATE?

PUBLIC RELATIONS

IVANA GRLJAK @redlena

ZINKA BARDIĆ @zinkab

Croatian Government's spokesperson

Special advisor on Public relations to the PM Zoran Milanovi!

ONLINE TEAM MEMBERS

TOMISLAV KORMAN ANA URLIĆ MARKO BOŽAC FRAN KUŠETA @tomislavkorman @ana_esplanada @frankuseta @markobozac

Creative geek that loves social media, design, internet, science and politics.

Postgraduate student of diplomacy.Socialdemocrat. EU enthusiast. Human rights for all. In love with the world.

Bruco" EFZG-a, 20, bloger wannabe. Interested in gadgets, technology, youth policy, politics, (social) media, UX, design, web....

19 years, Croatia, politics, internet, U2&Coldplay&#eKillers, George Carlin, and so on...

ONLINE TEAM MEMBERS

TOMISLAV KORMAN ANA URLIĆ MARKO BOŽAC FRAN KUŠETA @tomislavkorman @ana_esplanada @frankuseta @markobozac

Creative geek that loves social media, design, internet, science and politics.

Postgraduate student of diplomacy.Socialdemocrat. EU enthusiast. Human rights for all. In love with the world.

Bruco" EFZG-a, 19, bloger wannabe. Interested in gadgets, technology, youth policy, politics, (social) media, UX, design, web....

18 years, Croatia, politics, internet, U2&Coldplay&#eKillers, George Carlin, and so on...

1

INFORMATION

33%

63%

WORLD

CROATIA 2 270 000 000 internet users

2 300 000 internet users

* Internet World Stats, December 2011; “Informati!ka pismenost u Hrvatskoj” – GFK, December 2011, N=1000;

INTERNET

INTERNET 45% RADIO 39% TELEVISION 35% WEEKLY NEWSPAPERS 31% MAGAZINES 30% DAILY NEWSPAPERS 24%

"e most accurate information is on:

* “Hrvatski mediji u o!ima gra#ana” – Fakultet politi!kih znanosti Zagreb, 2009, N=1000

INTERNET IN CROATIA

#ere is an inverse relationship between control and trust. More control, less trust. David Weinberger, Professor at Harvard University at Web 2.0 guru conference “ !

2,0 average approval rating of the

politicians by the citizens (max 7)

* “Povjerenje u profesije/institucije” – GFK, June 2012, N=1000

WHO DO YOU TRUST?

5,6 the average con$dence in friends

(max 7)

* “Povjerenje u profesije/institucije” – GFK, June 2012, N=1000

WHO DO YOU TRUST?

77,4% people in Serbia has more trust in

internet than other media

* “Pozitiv centar za digitalne medije” , October 2011.

WHO DO YOU TRUST?

ADD AS FRIEND

* “Top Sites by Country” – Alexa.com, August 2012

TOP SITES

facebook.com google.hr

google.com youtube.com

index.hr net.hr

jutarnji.hr

FACEBOOK IN CROATIA

60% * Facebook, May 2012; Socialbakers, svibanj 2012

FACEBOOK U SRBIJI Povijest / Izazovi i iskustva

3 513 820 korisnika koristi ovu dru"tvenu mre%u u

Srbiji

* Socialbakers, rujan 2012

SERBIA

FACEBOOK U SRBIJI Povijest / Izazovi i iskustva

3 513 820 korisnika koristi ovu dru"tvenu mre%u u

Srbiji

* Socialbakers, rujan 2012

SERBIA

FACEBOOK U SRBIJI Povijest / Izazovi i iskustva

3 513 820 korisnika koristi ovu dru"tvenu mre%u u

Srbiji

* Socialbakers, rujan 2012

SERBIA

FACEBOOK U SRBIJI Povijest / Izazovi i iskustva

3 513 820 korisnika koristi ovu dru"tvenu mre%u u

Srbiji

* Socialbakers, rujan 2012

BiH

FACEBOOK U SRBIJI Povijest / Izazovi i iskustva

3 513 820 korisnika koristi ovu dru"tvenu mre%u u

Srbiji

* Socialbakers, rujan 2012

SLOVENIA

Average American actually spends more time consuming news than a decade ago. The average time per visit to news sites continues to drop. Facebook is now the third biggest referral site for news articles. Chad Garrison, Pew Research Center

“ !

I think this comes down to identity and trust. Identity is the next weapon; the more we know about you, the more we know whether to trust you. Je& Jarvis, “What would Google do?”

“ !

I think this comes down to identity and trust. Identity is the next weapon; the more we know about you, the more we know whether to trust you. Je! Jarvis, “What would Google do?”

“ !

I think this comes down to identity and trust. Identity is the next weapon; the more we know about you, the more we know whether to trust you. Je! Jarvis, “What would Google do?”

“ !

I think this comes down to identity and trust. Identity is the next weapon; the more we know about you, the more we know whether to trust you. Je! Jarvis, “What would Google do?”

“ !

I think this comes down to identity and trust. Identity is the next weapon; the more we know about you, the more we know whether to trust you. Je! Jarvis, “What would Google do?”

“ !

I think this comes down to identity and trust. Identity is the next weapon; the more we know about you, the more we know whether to trust you. Je! Jarvis, “What would Google do?”

“ !

2

INTERACTION

KUKURIKU WEB

* “Statistike” – Brlog, rujan 2011

500 questions and comments were posted on web page in the !rst

few hours regarding the Plan 21

WWW.VLADA.HR

KUKURIKU WEB Strategije / Analize i ciljevi

* “Statistike” – Brlog, rujan 2011

500 pitanja i komentara vezanih uz Plan21 pristiglo je u nekoliko

sati od objave stranica i programa

KUKURIKU NEWSLETTER

* “Statistike” – Brlog, rujan 2011

18 694 e-mails were collected where

afterwards the newsletters were sent

WWW.VLADA.HR

KUKURIKU SOCIAL MEDIA

WWW.VLADA.HR

twitter

KUKURIKU ON TWITTER

140 it is not only the number of characters Twitter allows, but also the synonym for both-way communication

WWW.VLADA.HR

WWW.VLADA.HR

KUKURIKU AND TWITTER INTERACTION

of the tweets posted was interaction with the users (out of total 2323 tweets)

50%

FIRST POLITICAL TWITTER INTERVIEW

WWW.VLADA.HR

FIRST POLITICAL TWITTER INTERVIEW

WWW.VLADA.HR

TWITTER WALL ON ALL EVENTS

ENGAGE – OFFLINE AND ONLINE USERS Wall of Tweets is a simple and engaging solution that enables people attending your event to share their tweets on a big wall in a real-time

RESULTS At the live events speakers answered the Twitter (and Facebook) questions

* TwWall omogu!ili : Pet minuta i Brlog

WWW.VLADA.HR

TWITTER: INTERACTION TOOL

WWW.VLADA.HR

TWITTER: FIRST HAND INFORMATION

WWW.VLADA.HR

TWITTER AS AN INFORMATION SOURCE

TWEETUP BECAME KUKURIKUUP

'OFFLINE' MEETINGS WITH THE ONLINE TWITTER USERS

TweetUP with the candidate for PM on a working subject ICT, was the !rst one of its kind ever organized in Croatia "e TweetUP was organized and planned along with the Twitter users of the initiative @InternetZaSve

#kukurikuup

WWW.VLADA.HR

facebook

FACEBOOK LIKES !e users mostly liked the content which targeted them personaly.

WWW.VLADA.HR

FACEBOOK SHARES

FACEBOOK PHOTOS

!e photos were used, apart for the announcements and live coverage, for stimulating interaction among users, i.e. by asking questions on a speci"c subject (announcement of the promotional activities of Plan21)

WWW.VLADA.HR

FACEBOOK BANNERS

!e FB users were voting for 3 out of 20 slogans for the internet banners. !ey could see the chosen banners at the internet sites in the awake of the electoral day.

WWW.VLADA.HR

FACEBOOK ‘CHAT’

‘ONLINE’ vs ‘OFFLINE’

First Facebook ‘dialog’ was organised - broadcasted via videolink. !e live chat was broadcasted via many internet sites in Croatia. including the central national TV.

FACEBOOK VIDEO

Atypical political contents has often surpassed the expected reactions

WWW.VLADA.HR

FACEBOOK REACH

Last week (weekly total reach):

792 902 50% of all Facebook users reached

50%

WWW.VLADA.HR

FACEBOOK REACH

WWW.VLADA.HR

youtube

Social networking is still the fastest-growing active social media behaviour online. !is is followed by updating a microblog (e.g. Twitter) and uploading video. . Cara Pring , 100 social media statistics for 2012

“ !WWW.VLADA.HR

YOUTUBE VIDEOS

130 139 040 views

WWW.VLADA.HR

YOUTUBE VIDEOS

WWW.VLADA.HR

documents and audio

DOWNLOADABLE AND SHARABLE DOCS

Upload and share publicly all of your data and documents.

WWW.VLADA.HR

DOWNLOADABLE AND SHARABLE DOCS

WWW.VLADA.HR

AUDIO IN REAL TIME

Soundcloud made all the podcasts and recordings available in real time. Public statements were online before on radiostations or sites.

WWW.VLADA.HR

FIRST TIME EVER

* “Zavr!ni izvje!taj” – Maja Dodi", prosinac 2011

- recorded public statement which was broadcasted live via internet - organized live Facebook ‘chat’ with the PM candidate - recorded video spot which targeted social media users only - organized TweetUp with the prospective PM on the subject of internet and ICT - used TwiterWall during the promotion of the electoral program throughout the country - politicians were answering questions from social networks via video - social media was used dynamically, on !eld, live from events, behind the scenes - online and o"ine campaign integration at all times

WWW.VLADA.HR

WE WON WWW.VLADA.HR

LISTEN ENGAGE BE RESPECTFUL HAVE FUN

Social networking is still the fastest-growing active social media behaviour online. #is is followed by updating a microblog (e.g. Twitter) and uploading video. . Cara Pring , 100 social media statistics for 2012

“ !

SOCIAL MEDIA IS

HUGE

HUGE

3

LISTEN

27th/32

Digitizing Public Services in Europe: Putting ambition into action, 9th Benchmark Measurement, Capgemini, IDC, Rand Europe, Sogeti and DTi for: European Commission, Directorate General for Information Society and Media, December 2010

On digitizing public services (below EU average)

E-government development in Southern Europe Emerging leaders in e-government development World Ranking in E-government development

3

10

30

United Nations E-Government Survey 2012 - E-Government for the People, United Nations, New York, 2012

12/23/2011 GOVERNMENT STARTS ONLINE

WE USE

30 average number of tweets during the

workdays

HOW MUCH WE TWEET

ENGAGE

WHAT WE TWEET ABOUT WHEN WE TWEET

Public Consultation Public Discussions Exclusive Content Upcoming Events Multimedia Do we ask questions?

WHAT WE TWEET ABOUT WHEN WE TWEET

Public Consultation Public Discussions Exclusive Content Upcoming Events Multimedia Do we ask questions?

HOW MUCH WE TWEET

50% of tweets are conversations

(mentions and responses to other users)

AMONG THE 25 MOST CONNECTED

FIRST

TWEETUP BECOMES VLADAUP

1st TweetUp was with Deputy Prime Minister and Minister of Administration // ITC in Croatia 2nd TweetUp was held at o'cial residence of the Goverment with PM

DIRECT COMMUNICATION

GROWTH PATTERN OF ‘LIKES’

WE ASKED AGAIN

AND GAVE ANSWERS

110 average number of comments on

posts made by other users (PBO) per day

FACEBOOK INTERACTION

CONVERSATIONALISTS

cscore.recommend.ly, August 2012.

CONVERSATIONALISTS

cscore.recommend.ly, August 2012.

CONVERSATIONALISTS

cscore.recommend.ly, August 2012.

CONVERSATIONALISTS

cscore.recommend.ly, August 2012.

DVOSMJERNOST NA INTERNETU Strategije / Analize i ciljevi

FACEBOOK ‘CHAT’

‘ONLINE’ vs ‘OFFLINE’

First Facebook/Twitter ‘dialog’ was organised - broadcasted via videolink. #e live chat was broadcasted via many internet sites in Croatia. including the central national TV.

PRIME MINISTER ANSWERS

YOUTUBE VIDEOS

287 222,741 views

WE ARE STILL LEARNING

social networks

MINISTRIES

web site

questions

suggestions

LISTEN ENGAGE BE RESPECTFUL HAVE FUN

Video: http://www.youtube.com/watch?v=7jCWioCEtes

ANYWAY, THAT’S PRETTY MUCH ALL I HAVE TO SAY. BUT I’D REALLY LOVE TO HEAR WHAT

YOU HAVE TO SAY ABOUT IT.

facebook.com/wwwvladahr youtube.com/wwwvladahr $ickr.com/wwwvlada soundcloud.com/vladarh twitter.com/vladarh

GO ONLINE!Web is awesome. Politics can be too.

HOW TO COMMUNICATE?