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Digital Public Affairs
           K2 Kommunikationsgipfel 17. Juni 2010, Düsseldorf



Dr. Gunnar Bender
Director Corporat...
Formatvorlage durch Auswahl der Benutzerdaten bearbeiten!   Seite 3
Formatvorlage durch Auswahl der Benutzerdaten bearbeiten!   Seite 4
Formatvorlage durch Auswahl der Benutzerdaten bearbeiten!   Seite 5
“Social Media is a river, not a lake“ – ...alles ist im Fluss
Social Media ist die Summe aller Konversationen online


 Jeder spricht mit jedem:
 o Kunden
 o Mitarbeiter
 o Journaliste...
Diese Konversationen verlaufen dezentral im Netzwerk
Aus Massenmedien werden Medienmassen
Die Medienmassen machen mobil.




                                 14
Digital Public Affairs bedeutet vor allem neue Aufgaben.
                                    Buzz     Web 2.0

           ...
Map of the german political Web
www.open-enquete.de
Edelman Digital Staffer Study 2009
Edelman Digital Staffer Study 2009
Klassisches Public Affairs Modell
Digital Public Affairs Modell
Neue Aufgaben
Der (digitale) Lobbyist muss sich entwickeln,

 • weg vom “Hunter”,
   …der Entscheidungsträger unter Aussch...
Greenpeace 1.0
Greenpeace 2.0
Digital Public Affairs Process




                                 Seite 20
Seite 30
Bild/Grafik
Astroturfing vs. Empowerment

 Anstatt Unterstützer künstlich zu erfinden,
   gilt es, real existierende Allianzpartner
    ...
Astroturfing
•   Vortäuschen des Eindrucks einer spontanen
    Graswurzelbewegung (Fake Grassroots)

•   Soll unabhängige, ...
Online Advocacy Tutorial
Zusammenfassung
- „Friends“ = Reichweite und Mobilisierungspotenzial
- Informieren! Involvieren! Mobilisieren!
- „Support ...
Herzlichen Dank!
www.UdLdigital.de
UdL Digital: Digital Public Affairs
UdL Digital: Digital Public Affairs
UdL Digital: Digital Public Affairs
UdL Digital: Digital Public Affairs
UdL Digital: Digital Public Affairs
UdL Digital: Digital Public Affairs
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UdL Digital: Digital Public Affairs

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Was ist Digital Public Affairs? Die Antwort hier und unter http://www.udldigital.de

Publicada em: Notícias e política
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UdL Digital: Digital Public Affairs

  1. 1. Digital Public Affairs K2 Kommunikationsgipfel 17. Juni 2010, Düsseldorf Dr. Gunnar Bender Director Corporate Affairs E-Plus Gruppe
  2. 2. Formatvorlage durch Auswahl der Benutzerdaten bearbeiten! Seite 3
  3. 3. Formatvorlage durch Auswahl der Benutzerdaten bearbeiten! Seite 4
  4. 4. Formatvorlage durch Auswahl der Benutzerdaten bearbeiten! Seite 5
  5. 5. “Social Media is a river, not a lake“ – ...alles ist im Fluss
  6. 6. Social Media ist die Summe aller Konversationen online Jeder spricht mit jedem: o Kunden o Mitarbeiter o Journalisten o Kritiker o Fans o Politiker o Wähler… o Letztlich jeder, mit einem Internetzugang und einer Meinung
  7. 7. Diese Konversationen verlaufen dezentral im Netzwerk
  8. 8. Aus Massenmedien werden Medienmassen
  9. 9. Die Medienmassen machen mobil. 14
  10. 10. Digital Public Affairs bedeutet vor allem neue Aufgaben. Buzz Web 2.0 Wikis Social Media Folksonomy Podcasting RSS Blogs Media relations Wireless Tagging Promotions Grassroots Search engine marketing Pitching Press Fact YouTube reporters releases sheets Online editorial outreach Consumer- Publicity Public Affairs generated content Special Viral Citizen Employee journalism events Coalitions communications marketing Advergaming Flogs PR stunts Branding IR Mobile marketing Tivo Tradi&onal Third party outreach Metaverses MySpace Social We Media Flickr networking New Facebook Content optimization Syndication
  11. 11. Map of the german political Web
  12. 12. www.open-enquete.de
  13. 13. Edelman Digital Staffer Study 2009
  14. 14. Edelman Digital Staffer Study 2009
  15. 15. Klassisches Public Affairs Modell
  16. 16. Digital Public Affairs Modell
  17. 17. Neue Aufgaben Der (digitale) Lobbyist muss sich entwickeln, • weg vom “Hunter”, …der Entscheidungsträger unter Ausschluss der Öffentlichkeit jagt. • hin zum “Farmer”, …der (digitale) Freiwillige informiert, involviert und schließlich mobilisiert
  18. 18. Greenpeace 1.0
  19. 19. Greenpeace 2.0
  20. 20. Digital Public Affairs Process Seite 20
  21. 21. Seite 30
  22. 22. Bild/Grafik
  23. 23. Astroturfing vs. Empowerment Anstatt Unterstützer künstlich zu erfinden, gilt es, real existierende Allianzpartner zu identifizieren und zu unterstützen.
  24. 24. Astroturfing • Vortäuschen des Eindrucks einer spontanen Graswurzelbewegung (Fake Grassroots) • Soll unabhängige, freiwillige Unterstützung simulieren • Initiiert von Unternehmen, Politik und anderen Interessensvertretungen • Viel Geld und wenig TeilnehmerInnen vs. kaum finanzielle Mittel und viele Teilnehmer („echte“ Graswurzelbewegung) • Falsche Lobbying-Strategie!
  25. 25. Online Advocacy Tutorial
  26. 26. Zusammenfassung - „Friends“ = Reichweite und Mobilisierungspotenzial - Informieren! Involvieren! Mobilisieren! - „Support your Supporters!“ - Engagement durch resonanzfähige Inhalte - Wirkung definiert sich über die Nachfrager - Intrinsische statt extrinsischer Motivation - Partizipation ist nicht gleich Basisdemokratie - Partizipation bedeutet Abgabe von Macht
  27. 27. Herzlichen Dank! www.UdLdigital.de

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