Digital strategy @groen

twitter.com/philippebossin

Digital strategy Groen HQ

‣ concepts & values

‣ tools & tactics

‣ campaigns

slideshare.net/phil101

About me

• @philippebossin

• part-time online comms and digital strategy @groen

• groen.be, facebook.com/groen.be, twitter.com/groen

Degrees of involvement

concepts & values

Values

Transparency

Authenticity

Participation

Degrees of involvement

One nine ninetyAKA 1% rule

“The 1 percent of creators convince the 9 percent of activists who in turn persuade the other 90 percent of

the people. It’s the 1-9-90 principle of communications”

One nine ninety

One nine ninety

90%

9%1%

creatorsengagersaudience/lurkers

Resulting in

10%

90%creatorsengagersaudience/lurkers

content

• Online comments are often not representative for public opinion (online fora, hln.be, ...)

• Creators/engagors are having a major impact on what your average internet user is reading, watching, etc.

Consequence

Strategy

✓ Attract as many creators and engagors as possible

= indirectly enlarging our audience

✓ Gather audience on our own party channels = be part of the 1% (www.facebook.com/groen.be)

How?

• creators: invite them to debate party issues, e-campaigners

• engagers: produce sharable info (Q&A, video, photo)

Degrees of involvement

Degrees of involvement

People don’t easily join a political party

Guaranteed electorate is declining - decline in party identification

(Groen base 3-4%)

Swing vote

How to get involvement?

• Make it easy and risk free to participate

• What’s the easiest way to do so?

www.facebook.com/groen.be

twitter.com/groen

youtube.com/accountgroen

Strategy: facilitate ‘degrees of involvement’

6.000.000 Flemish

300.000 Groen voters

+5.000 members

400 elected officials

10.000 Facebook-fans

voting Groen

social media

attending party event

becoming a member

participating in elections as a candidatecity council, parliament

social media

6.000.000 Flemish

300.000 Groen voters

+5.000 members

400 elected officials

10.000 Facebook-fans

voting Groen

attending party event

becoming a member

participating in elections as a candidatecity council, parliament

Degrees of involvement

Tools/tactics

> http://slidesha.re/socialmediapolitiek

groen.be

groen.be

email

• ezine (1/week)

• press releases

• wegwijzer (local)

• newsflash

• 14/10/2012

email

Facebook

Demographics

Evolution

Twitter

Twitter

Foursquare.com/groen

Degrees of involvement

Smartphone app

GroenLinks Brabant

UK Greens

policy matchmaker

UK Conservative Party

swingometer

US Democrats

Features:• Election Central: campaign HQ

• Alerts: pushmessages

• Up-to-the-Minute News

• Find Events

• Photos and Video

• Discussion Points

• Call Congress

Degrees of involvement

Online platform?

mijn.s-p-a.be

My BO

Pawlently Action

Degrees of involvement

Campaigns

Vacature: klimaatminister

FB ads

Degrees of involvement

Extra

Yes We Did

by Rahaf Harfoush

Degrees of involvementLinks

• global politics: www.facebook.com/globalgreens

• online politics: www.facebook.com/epolitics

• political communication (Dutch): Team C www.facebook.com/GroenTeamC