Can you translate social media engagement into

votes, or is it all about the big data?

@thomasnoppen@thomasnoppenNow: Now:

@netuddgaven@netuddgaven

Policy and Policy and Communications Communications for Manu Sareens for Manu Sareens

2011 election 2011 election campaign. campaign.

Basic rules of interactionConverted to politics

Politics and mediaPolitics and social media

Basic rules:

Level of interest

Types of interaction

Level of interest

How should this influence political

campaigns?

Things you believe are important issues are probably not important for most people.

When all the experts agree, then you’re probably right to do

things differently.

Because they are part of 1 %.

Two types of voters:1) those who’ve already decided and

who know why2) those who are influenced by

everything else

Interaction according to type

of voter

Political strategy based on interacting

with both groups

Build on political issues (doh!) that people can relate to.

But political issues alone don’t make you popular

Your personality and good traits do that. Make sure they’re present

Apply them to all aspects of communication

Press coverage = getting elected?

Probably not, because getting consistent press coverage for being a jerk doesn’t get you

elected. Why?

The media likes idiots

People don’tSO

Don’t be an idiot just to get press

coverage.

When you play by the same rules as

everybodyThen you’re really

not that special

Social media is great

Measure engagement: discussions, likes, interactions, impressions and even media

coverage.

Forge relationships Gather information

Make linking, sharing, creating simpler

Know your needs? How many votes?

Set your targets accordingly.

Define your needs according to scale

Small data, much easier than big

dataGather information, build relationships with skilled people, schedule meetings, engage in dialogues with “common people”

Remember the basic rules

If people like you…They’ll probably help you, if you ask

They’ll probably vote for you

They’ll certainly speak about you to their friends and their friends etc.

Making people like you

Easier “away from keyboard”

More difficult but not impossible using social media

A lot harder through traditional media

@tokehelmo

Now: The Danish Diet &

Nutrition Association

Sofie Carsten Nielsen (FV11)

Anna Mee Allerslev (KV13)

Campaigning and #smdk

Experiences from using social-media in a political grassroots-campaign:

•Social media doesn’t get you elected...But it helps.

•Social media is a great tool for supporting the campaign efforts to win the the vote.

Three target audiences

Three target audiences for a campaign and their pay-off:

•The base - engagement•The media - agenda•The voters - support

The Base•Everyone who supports your cause

and is willing to help.•Party-members, elected

representatives, core volunteers, friends, family

•The base supports your efforts online and helps you in getting votes

Create a base

•You need to create support, to get an online powerbase. •Support through: Strong message, inspiring commitment, charisma,

nice person.•Off-line personal contact creates the strongest base•Online created base is more “pop-up and stop”

Use the base

•Spontaneously or planned•Political (Share the message) or

Personal (Endorsements)

Pay-off from the Base

•More engagement = more volunteers

•More engagement = more hours per volunteer

•More engagement = spreading the message to non-volunteers (voters/media)

The media

The mediaChange the agenda:•Feed the press

(positive/negative)•Attack the opponents•Arm the base

The base and the media

•Arming the base: Give quotes, arguments, data etc.

•Easy to use understand and easy to use

The voters

•Indirect contact: The advertisement (promotion of new initiatives, policies etc)

•Direct contact: The conversation (questions, responses)

@karmel80

Big DataBig Data

Social Social MediaMedia

99% (cc) Christian Guthier net_efektGiraffe: (cc) Calidenism

Manu på Folkemødet (cc) by News OresundDatamining (cc)

Danneborg (cc) by Comrade Foot aka Jens RostVisual dataming (cc) by Bompo

Datamining, PRISM (cc) by Tau Zero

Credit: Images