cocomms gurutalk 12 may 2015
TRANSCRIPT
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Abu Dhabi
Beijing
Berlin
Brussels
Dallas
Dubai
Frankfurt
Hong Kong
Johannesburg
London
Milan
Munich
New York
Paris
Rome
San Francisco
Sao Paulo
Shanghai
Singapore
Stockholm
Vienna
Washington, D.C
What business can learn from political campaigns
Jan Larsson & Birgitta Henriksson
May 2015
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• Why companies need to engage in the
ongoing conversation
• The political campaign that put the Social
Democratic Party back in the drivers’ seat
• Common denominators with corporate
communication
• The 11 conversations and Brunswick’s
Bowtie model
• Effective communication – case studies
• QA and discussions
Good morning!
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Leading advisor in business critical communication
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The Conversation about Business & Society
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Focus on shareholder value
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And then, something happened
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-
10
20
30
40
50
60
70
80
90
100
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*
Mobile phone subscriptions Internet (fixed line & mobile) Internet (mobile only)
% o
f w
orl
d i
nte
rne
t ac
cess
ov
er
tim
e
World Internet & Mobile Technology penetration
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Business to citizen – a shift in public attitudes
"While the poor and middle class fight for
us in Afghanistan, and while most
Americans struggle to make ends meet, we
mega-rich continue to get our extraordinary
tax breaks“
Warren Buffett, billionaire
“r > g – return on capital is generally higher than
economic growth. Economic inequality is not new, but it
is getting worse, with radical possible impacts”
Thomas Piketty, Economist
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Some learnings from election
campaigns
The Swedish social democratic election strategy 2014
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…demanding responsibility
and engagement…
What does this have to do with business?
Climate change
Growing
inequality
Austerity
Unemployment
Respon-
sibility
Customers
Investors
Politicians
Employees
Customers define
themselves as citizens …
Engage-
ment
…which builds loyalty
among key stakeholders
Essential parts in all
political campaigns
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Starting point: a party with challenges in early 2012
Two lost elections &
support < 25%
Mistrust in leadership and
ability
We had chosen bad strategies
and were losing identity
Formation of the right wing “Alliance” 2004 created a real
alternative
Conservatives refurbished in 2004 to ”new
workers’ party”
Voters didn’t understand
our reason for existence
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55% At least 1/3
vote for
right wing
parties
Who to regain? Target groups on a psychological
rather than demographic ground
Change
willing Spontaneous
Planning
oriented
Stability
oriented
Me We
EXTROVERT
INTROVERT
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(S) needed to sharpen its image and perception
Perception of
the social
democratic
party and its
spokespeople
Target 2014 Earlier
Sharp on priority “Everything to all”
Competent “Everyone can do
anything”
Action oriented Kind
Future oriented Proud history
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How do we communicate? We can’t gain trust by
intellectual reasoning alone
Kontext
Logos
Policy
Pathos
Leadership
Ethos
Morals
Moral compass:
We know what we
want!
Ability to full-fill:
We have the will,
strength and
ambition!
Competence to
lead: Yes we can!
No internal conflicts
shown externally
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Which is the frame of the election? All must describe
the same conflict
Job, schools, health and elderly care
More tax cuts
Investments in the future
More privatization
Solve common challenges together
Have each deal with their problems
alone
Issu
e
Solu
tio
n
Ide
olo
gy
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What do we want? Repeat the issues you believe you
will win, and they will seem important
A better Sweden.
For all.
More knowledge and
smaller school classes
New jobs and the
lowest unemployment in
the EU
Clear ideas for the future and programmes in all policy areas
Better health care and more
secure care of kids and elderly
1 2
3
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The narrative
Sweden is a great country. But something is falling apart.
The government has prioritized tax cuts even though one of four
young people don’t have a job and profit interest undermine
quality in schools and care.
But together we can change things. We could prioritize those that
we care most for: our kids, grandparents and sick or unemployed
friends.
Everything the government has done was not bad. But now
Sweden needs a new direction. More tax cuts will not build a
better future.
Everyone must contribute to Sweden’s progress. If kids get better
schools, the young have to get up to work in the morning and
growth prosper, we can take on the challenges of the future.
What is the narrative? Start where people are and
bring them along
EMPATHY “I know what it is like”
ANALYSIS “I think I know why”
VISION “It could be different”
OPPOSITION “The others are wrong”
NEXT STEPS “Come along!”
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How do we get more to communicate? Using social
media to build network of volunteers ”It is you or never” aimed at involving both party members and non-members to
sign up for campaigning. Theme: Sweden is sliding apart – you can prevent it.
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What should all people do? Knock on doors, speak
to voters – and have fun!
0
500000
1000000
1500000
2000000
2500000
2.2 million
registered
meetings in 2014
Original target
Revised target
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Example: A closed forum at Facebook became a
simple but forceful team-site
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Paid media was used to remind people what really
matters – our kids…
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The party-posters backed the films up
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How companies can add social value alongside financial value
Joining the conversation
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THE 11
CONVERSATIONS
New rules
Energy
& Climate
Change
Education
& Skills
Global
Economy
Communities
Human
Rights Communication
Consumer
Culture
Security
Environment
& Resources
Health
Population
The 11 conversations
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THE 11
CONVERSATIONS
New rules
Energy
& Climate
Change
Education
& Skills
Global
Economy
Communities
Human
Rights Communication
Consumer
Culture
Security
Environment
& Resources
Health
Population
Population
Population growth
Youth bulge
Intergenerational tension
Aging
Women/girls
Rural/urban
Migration
Refugees
Environment & Resources
Resource scarcity
Extraction
Pollution
Waste
Habitat
Water
Food security
Agriculture
Security
Peace
Terrorism
Changing nature of warfare
Arm proliferation
Crime
Cyber-security
Consumer Culture
Resource use
Consumer Empowerment
Brands
Emerging middle class
Crowd power
Human Rights
Labour
Supply chains
Diversity
Democracy
Forced displacement
Freedom of expression
Privacy
Education & Skills
Basic skills
Participation
Funding
Education systems
Curriculum
Competitive skills
Lifelong learning
Aspiration
Energy & Climate Change
Fossil fuels
Renewables
Carbon emission
Nuclear power
Energy security
Smart grids
Transport
Communities
Multiculturalism
Worklessness
Public/private structure
Social enterprise
Community financing
Volunteerism
Families
Virtual communities
Social capital
Global Economy
Development
Economic growth
Poverty
Wealth creation
Jobs
Trade
Financial system
Global institutions
Corruption
Currency
Communications
Mobile technology
Access to information
Social networks
Citizen Empowerment
Transparency
Power of the media
Collaboration
Health
Communicable diseases
Non-CDs
Medicines
Wellbeing
Nutrition
Healthcare systems
Workplace health
Pandemics
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The Bowtie – a model for program development
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Systematic, full-day sessions with client,
Brunswick, and expert participants across a
variety of backgrounds
Collaborative exercises using our Bow Tie
framework and Toolset toward a given ambition
Rapid prototype communications and business
solutions that are immediately actionable
The Brunswick approach to Workshops
Business-Critical Communications
solutions to drive business success
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A creative process…
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Business & Society clients
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Signature Initiatives
“An ambitious, high-profile social impact campaign that aims to tackle an issue that is both (1) of
real concern to the world and (2) relevant to the core purpose of the business.”
Tech literacy Urban diabetes
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Defined the concept of ‘urban diabetes’
Established partnerships with city and health authorities –
and academic institutions
Global campaign launched in 5 cities in 2014 – home to
nearly 60 million people
Strong internal interest and momentum
Designing pro-active and high profile
campaign
Setting a big ambition for the long
term
Drawing on the core business
capability
Dramatizing the commitment to be
part of the solution on a major social
challenge
Engaging with high-level external
partners
Establishing a platform which drives
corporate reputation
Approach
Novo Nordisk – urban diabetes
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#TechLiteracy
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Read the Brunswick Review – download the iPad app!
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Thank you!