digital public affairs by fleishman-hillard
DESCRIPTION
Presentation by Hanneke Verhelst, public affairs consultant at Fleishman-Hillard on Digital Public Affairs at the Hanze University in Groningen (April 2012).TRANSCRIPT
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Digital, digital, digital*
Groningen, 23 April 2012
*Making it work for you in Public Affairs
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Introducing myself
Master International Relations Public Affairs Consultant & Board Member BVPA
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What is Public Affairs?
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Program today
1. Starting point
2. Supporting your traditional activities
3. Towards a new Public Affairs model
4. Where to start?
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1. Starting point
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What type of issue?
“We’ve only got an audience of 1,000”
“Only some policy-makers and a few of other stakeholders care about this issue”
“This issue isn’t on the public radar and frankly we don’t want it to get there”
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MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT
80% of MEPs visit interest group sites every week
92% of MEPs use a search engine every day
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2. Supporting your traditional activities
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Scope of traditional advocacy
i. Communicating message to policy
makers and influencers
ii. Establishing relationships with
policy makers + influencers and
building alliances
iii. Monitoring to identify engagement opportunities & keep
track of debate
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1
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i. Communicating message to policy makers and influencers
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MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT
63% of MEPs read blogs every week
78% of MEPs visit Wikipedia every week
80% of MEPs visit interest group sites every week
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MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT
92% of MEPs use a search engine every day
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CONTENT* *Presenting your positions online
DRIVING TRAFFIC* *Ensuring that target audiences view your positions
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Online advertising
Legislative Office, International Affairs, Government Administration, Executive Office, Political Organization, Government Relations, Public Policy, Non-Profit Organization Management Total clicks: 199 Total cost: 248 Euro
Work in the European Commission, European Parliament and Council of Ministers OR live in Brussels are above the age of 22 and have interests in the European Union, politics and energy Total clicks: 234 Total cost: 23 Euro
Anyone in Brussels and major capitals who search for: Energy efficiency, eu energy policy, renovate europe, guenter oettinger, hedegaard Total clicks: 515 Total cost: 393 Euro
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ii. Establishing relationships with policy makers + influencers
and building alliances
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MEP survey 2011 www.epdigitaltrends.eu ENGAGEMENT
www.epdigitaltrends.eu
69% of MEPs use social networks (primarily Facebook)
34% of MEPs are on Twitter (15% growth per year)
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Who does Neelie talk to?
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LinkedIn community
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Dedicated online communities for key stakeholders
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iii. Monitoring to identify engagement opportunities & keep track of debate
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M(E)Ps tweeting
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Tracking blogs and sites
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Monitoring keyword activity
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3. Towards a new public affairs model
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The constituent consumer 1. What’s in it for me?
2. What matches my values?
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More political actors: a pressure group upsurge
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A new model of influence
Rational
Diffuse power
Emotional
Centralised power
Few political actors Technical arguments
Many political actors Value-based arguments
Source: Simon Titley
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Heard at the EP: “I’m on your side, but my constituents are not” (nor are the papers and blogs they read)
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The disciplines…
Government relations
Reputation management
Marketing
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… are converging
Government relations
Reputation management
Marketing
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A broadening scope of Public Affairs
Communications
Public Affairs
Government
relations
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Bid adieu to your comfort zone
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Meaning what?
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Think (and act) like campaigners
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Narrative: be a storyteller
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Where does digital fit in?
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Digital allows “Every company is now a media company”
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How?
Intelligence gathering &
analysis Delivery
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Intelligence gathering &
analysis Delivery
CONTENT STRATEGY
Intelligence →
narrative
Insights
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4. Where to start?
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Digital checklist
Where do you appear in Google (you and your issue(s))
To what key-words is your issue linked to?
Is your company/issue(s) Wikipedia page appropriate?
How many people are visiting your issue Wikipedia page
Do you appear elsewhere i.e. 3rd party content?
Are people tweeting about you/your issue?
For your issue, do you know the top 5 best blogs & Twitter feeds
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Thanks
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Contact @hannekeverhelst
linkedin.com/in/heverhelst
Digitalpublicaffairs.nl Publicaffairs2point0.eu