digi to associations feb 2011 v3
TRANSCRIPT
Digital
Loving digital*Brussels, February 25th
* making it work for you in Public Affairs
DigitalToday
1.EP Digital Trends
2.Doubts & stumbling blocks
3.Real world stuff
Digital
2nd European Parliament Digital Trends Survey
DigitalHow frequently do you use the following online tools/resources for research or other daily legislative work?
Search engines 99%
Online versions of traditional newspapers 99%
EU focused online media 97%
Blogs 75%
Wikipedia 91%
Websites of interest groups 95%
DigitalWhen conducting research online, what are you looking for?
Stakeholder content: summary of position 80%
Stakeholder content: detailed information (e.g. position papers)
73%
General content (stakeholder or other): summary of all positions
91%
Media coverage of the issue 85%
DigitalHow useful can the following methods of stakeholder communication be in informing your thinking on policy issues?
Blog 80%
Twitter feed 47%
Organisation website 95%
Specific issue website 96%
Events 73%
Position Papers 91%
Personal contact 99%
Digital
2. Doubts & stumbling blocks
Digital
Resources
Digital
Internal support
Digital
IT won’t let us
Digital
Angry people...
Digital
I can’t measure success
Digital
We already have information overload
Digital
How do I make sure I reach my audience?
Digital
3. Real world stuff
DigitalContent (blog): Plane Talking
DigitalContent (video): Pesticide Information
DigitalContent (report): EP Trends
DigitalContent: Guardian crowdsourcing
DigitalContent: Wikipedia - Bisphenol A
DigitalEngagement: Neelie on Twitter
DigitalEngagement: JetBlue on Twitter
DigitalEvents: Future of Rural Energy in Europe
DigitalSearch: PayPal
DigitalCrisis mitigation: Dell Hell
DigitalMobilisation: Hank
DigitalMobilisation: Fix Housing First
Digital
4. A final note
DigitalHeard at the European Parliament
“I hear what you’re saying
but my constituents don’t care”
DigitalThe constituent consumer
1. What’s in it for me? 2. What matches my values?
DigitalPA in context
Communications
Public affairs
Government relations
Public affairs = communications that seek to influence the opinion and/or actions of policymakers
Tactic
Audience
Affecting change
DigitalFuture?
Government relations centric model
• Reactive
• Short term• Problems• Business costs• Tactic dependent• Issue management• Trade associations• Knowledge holders• Implementation• Local/regional
Public affairs centric model
• Proactive• Long term• Solutions• Business growth• Tactic agnostic• Campaigns• Coalitions• Advocates• Strategy • Global
DigitalThink like a campaigner
Think public opinion / big perception shifts
DigitalBe a media company
Digital
Thanks
DigitalDigital checklist
Where do you appear in Google (you and your issue(s))
Your competitors?
Is your company/issue(s) Wikipedia page appropriate?
How many people are visiting your issue Wikipedia page
(www.stats.grok.se)
Do you appear elsewhere i.e. 3rd party content?
Are people tweeting about you? (www.backtype.com)
For your issue, do you know the top 5 best blogs & Twitter feeds
(www.twazzup.com)
Email: [email protected] Blog: steffenmoller.wordpress.com