Coates presentation
-
Upload
acop -
Category
Technology
-
view
153 -
download
0
description
Transcript of Coates presentation
Political New Media Strategies:Lessons from the UK election
By Samuel Coates
Key points
Take new media seriously in your organisation – it is not optional
Identify your audiences – and use the right online tools to reach them
Be flexible and fast
Being serious as an organisation
Our incentives to innovate: Being in opposition Rebranding Developing our own content
Our internal challenges: Responsibility for the website was divided Our online strategy was not focused
Integrated strategy
I.T.
ResearchPress
Donations
ActivistsWEBSITE
Know your audience
Voters
1. Undecided2. Confirmed
Activists
1. Inactive2. Current
Reframing the questions
Organisation asks:
• We want more volunteers• We want to campaign online• We want more website visitors• We want more money• We want volunteers to do more
New media strategist asks…
1. How do we reach people, and inspire them to get involved?
2. How do we reinvent the way we campaign for the online world?
3. How do we create more/better content?
4. How do we develop relationships so people want to give?
5. How do we reward and incentivise voluntary actions?
Using the right tools
EmailWebsiteFacebookTwitter
AdvertisingMobilisingFundraisingCrowdsourcing
Main website
Using the right tools
EmailWebsiteFacebookTwitter
AdvertisingMobilisingFundraisingCrowdsourcing
Using the right tools
EmailWebsiteFacebookTwitter
AdvertisingMobilisingFundraisingCrowdsourcing
Mobilising activists
Using the right tools
EmailWebsiteFacebookTwitter
AdvertisingMobilisingFundraisingCrowdsourcing
Fundraising
Crowdsourcing
Policy development Make IT better Responses to Labour’s manifesto and
Budget Labour’s failed poster campaign
Be flexible and fast
Rapid rebuttal ads Buy relevant search terms on Google Pick up stories quickly – decide carefully
how to react Have the capacity to create single-
purpose campaigns Take sensible risks
TV debates/Lib Dems
Hung Parliament Party Wheel of Misfortunre Labservative Rage Against The Machine
Conclusion
Know your supporters – who they are, what they can do.
Make digital work for you – there is no set strategy. Pick and choose your own tools.
The most effective tools aren’t the most newsworthy – do some cool things, but focus on what gives you results