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Digital Politics: A briefing on new media for the Victorian caucus.

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Digital Politics: A briefing on new media for the Victorian caucus.

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Forget the old rule about not discussing politics. Australians love sharing their political opinions, particularly from behind a touchscreen. In this presentation for the Victorian caucus, I've examined some of the key trends affecting governments and politicians.

Read on for insight into what's changing in digital, how politicians and governments take advantage of it, and what politicians can do right now to win.

Forget the old rule about not discussing politics. Australians love sharing their political opinions, particularly from behind a touchscreen. In this presentation for the Victorian caucus, I've examined some of the key trends affecting governments and politicians.

Read on for insight into what's changing in digital, how politicians and governments take advantage of it, and what politicians can do right now to win.

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Digital Politics: A briefing on new media for the Victorian caucus.

  1. 1. POLITICS 3.0 A BRIEFING TO VICTORIAN GOVERNMENT CAUCUS BY TIM EVANS
  2. 2. TODAY’S AGENDA. 1 2 3 4 What’s changed for you and why Who’s doing it well and why Introduction to digital service delivery Introduction to digital campaigning
  3. 3. WHAT’S CHANGED FOR YOU AND WHY 1
  4. 4. 68% OF MILLENNIALS REGARD SOCIAL MEDIA AS THEIR PRIMARY SOURCE OF NEWS. http://www.cyberalert.com/blog/index.php/how-millennials- search-for-consume-and-share-their-news/
  5. 5. NEWS IS NOW PEER TO PEER INSTEAD OF BROADCAST TO PERSON. http://www.cyberalert.com/blog/index.php/how-millennials- search-for-consume-and-share-their-news/
  6. 6. YOU PERSON BEFORE SOCIAL MEDIA… OLD MEDIA CHANNELS
  7. 7. YOU PERSON BEFORE SOCIAL MEDIA… OLD MEDIA CHANNELS
  8. 8. YOU PERSON BEFORE SOCIAL MEDIA… OLD MEDIA CHANNELS
  9. 9. YOU PERSON PERSON PERSON SOCIAL MEDIA TODAY… PERSON PERSON PERSON PERSON
  10. 10. YOU PERSON PERSON PERSON SOCIAL MEDIA TODAY… PERSON PERSON PERSON PERSON
  11. 11. YOU PERSON PERSON PERSON SOCIAL MEDIA TODAY… PERSON PERSON PERSON PERSON
  12. 12. MEDIA NO LONGER OWNS THE MESSAGE. PEOPLE DO. AND THEY VALUE YOU DIFFERENTLY…
  13. 13. VISION. RESPONSIVENESS. PERSONALITY. AUTHENTICITY.
  14. 14. http://www.news.com.au/national/australias-politicians-finally-nail-the-social-media-thing/story-fncynjr2-1226746219225 POLITICS IS ONE OF THE MOST POPULAR TOPICS ON FACEBOOK AVERAGE OVER 20% ENGAGEMENT 47,000 LIKES KEVIN RUDD’S RETURN 11,000 COMMENTS ABBOTT’S ELECTION
  15. 15. WHEN MEDIA GETS FASTER, DECISIONS DO TOO.
  16. 16. 24 SECOND, NOT 24 HOUR, NEWS. FASTER ELECTION CYCLES. VOCAL VOTER DISCONTENT. FRAGMENTED POLITICAL BASE.
  17. 17. DEEPER CONNECTION WITH VOTERS. TIGHTER MESSAGE CONTROL. DISRUPT YOUR OPPONENTS. LITTLE COST TO COMMUNICATE.
  18. 18. WHO’S DOING IT WELL AND WHY THEY ARE WINNING 2
  19. 19. BARACK OBAMA, ONE OF THE LEADERS OF SOCIAL MEDIA GLOBALLY. BY LEADING HIS SOCIAL CHANNELS HIMSELF, HE’S ABLE TO PUSH HIS PERSONALITY OUT TO VOTERS. A GREAT EXAMPLE OF AUTHENTICITY CIRCUMVENTING MAINSTREAM MEDIA. 55.4 MIL 45.1 MIL 500K
  20. 20. “PEOPLE HAVE ALWAYS COMMUNICATED, ORGANIZED AROUND CAMPAIGNS. WE JUST MADE IT EASIER.” CHRIS HUGHES, DIRECTOR OF SOCIAL MEDIA, BARACK OBAMA’S CAMPAIGN
  21. 21. NIGEL FARAGE. A PROLIFIC TWEETER, HE USES SOCIAL MEDIA TO DISSEMINATE A NICHE POINT OF VIEW ON CURRENT EVENTS. A GREAT EXAMPLE OF HOW SPEED TO MARKET CAN DRAMATICALLY BUILD ENGAGEMENT AMONGST A CORE AUDIENCE BASE. 188K 127K 21K
  22. 22. JOKO WIDODO, THE INDONESIAN PRESIDENT, IS A LEADING FIGURE ON SOCIAL MEDIA FOR INDONESIANS. JOKO REGULARLY PROVIDES A CLEAR POINT OF VIEW ON ISSUES THROUGHOUT SOCIAL MEDIA THAT ESCAPE A MAINSTREAM MEDIA LENS. 2.7 MIL 2.1 MIL
  23. 23. “IN 10 OF THE 12 REGIONAL AND LEGISLATIVE ELECTIONS WE’VE MONITORED THE CANDIDATE WITH THE MOST CONVERSATIONS AND POSITIVE SENTIMENT WINS.” YOSE RIZAL, FOUNDER, POLITICAWAVE INDONESIA
  24. 24. LESSONS…
  25. 25. FACEBOOK, TWITTER, YOUTUBE. PERSONALITY OVER PARTY. BE CURRENT OVER ON-MESSAGE. UNFILTERED IS AUTHENTIC.
  26. 26. REMEMBER: SOCIAL SENTIMENT ISN’T ELECTRONIC GRAFFITI. IT’S REAL PEOPLE TALKING ABOUT YOU.
  27. 27. INTRODUCTION TO DIGITAL SERVICE DELIVERY 3
  28. 28. DIGITAL SERVICE DELIVERY IS ABOUT LEVERAGING TECHNOLOGY TO EASY, SCALABLE WAYS FOR THE PUBLIC TO GET WHAT THEY NEED.
  29. 29. WHAT IT IS WHAT IT ISN’T ‣ Using digital to deliver more services ‣ Scaling infrastructure efficiently ‣ Data-driven govt interactions ‣ Simple websites or content portals ‣ Replacement for real infrastructure ‣ Short-term or quick to implement
  30. 30. HOW IS IT DONE?
  31. 31. ‣ Merging all government departments under one system ‣ Using clear search algorithms to give people quicker access to the services they want ‣ Demonstrable benefits to the community by consolidating all government functions digitally GOV.UK
  32. 32. ‣ Consolidating feedback from the community before new legislation ‣ Ability to consult with community quickly and cheaply ‣ Better buy-in from the broader community as a result ONTARIO TALK
  33. 33. DIGITAL SERVICING SCALES GOVERNMENT SERVICES BEYOND WHAT THEY WERE.
  34. 34. INTRODUCTION TO DIGITAL CAMPAIGNING WEB 2.0 4
  35. 35. DIGITAL CAMPAIGNING ALLOWS YOU TO SCALE AND PERSONALISE YOUR MESSAGES CHEAPLY AND EFFECTIVELY.
  36. 36. TYPES OF CAMPAIGN TOOLS.
  37. 37. CRM SOCIAL MEDIA WEBSITE CROWDFUNDING DISPLAY VIDEO
  38. 38. CRM IS USING DATA TO KNOW MORE ABOUT THE PEOPLE YOU’RE COMMUNICATING WITH, SETTING UP RULES TO INCREASE THE RELEVANCE OF YOUR MESSAGE.
  39. 39. THINK TOOLS LIKE… FEEDBACK ADOBE CAMPAIGN MAILCHIMP THINK PEOPLE LIKE… THE TORIES THE DEMOCRATS JOKO WIDODO
  40. 40. SOCIAL IS ALLOWING MEDIA TO BE PEER TO PEER RATHER THAN BROADCAST.
  41. 41. THINK TOOLS LIKE… FACEBOOK TWITTER YOUTUBE THINK PEOPLE LIKE… NIGEL FARAGE BARACK OBAMA RAND PAUL
  42. 42. A GREAT WEBSITE GIVES YOUR CONSTITUENTS A DESTINATION TO INTERACT WITH YOU IN THE WEB 2.0 FRAMEWORK.
  43. 43. THINK TOOLS LIKE… WORDPRESS WIX SITECORE THINK SITES LIKE… MIKE HUCKABEE GOP DEMOCRATS
  44. 44. CROWDFUNDING MEANS YOU CAN RAISE LOTS OF MONEY QUICKLY FROM A RANGE OF SUPPORTERS INSTEAD OF ONE BIG DONOR.
  45. 45. THINK TOOLS LIKE… POZIBLE PAYPAL INTEGRATION KICKSTARTER THINK RAISES LIKE… OBAMA 2008 ELIZABETH WARREN ALISON GRIMES
  46. 46. DISPLAY MEDIA ALLOWS YOU TO TARGET PEOPLE WHO HAVE INTERACTED WITH YOUR MESSAGES ACROSS THE WEB.
  47. 47. THINK TOOLS LIKE… ENGAGECLICK DMP PLATFORMS NATIVE ADS
  48. 48. VIDEO GIVES YOU A HIGHLY VISUAL MEDIUM FOR STORYTELLING AT A MORE COST EFFECTIVE RATE THAN TELEVISION.
  49. 49. THINK TOOLS LIKE… YOUTUBE FACEBOOK VIDEO BRIGHTCOVE THINK PEOPLE LIKE… BORIS JOHNSON RAND PAUL ED MILIBAND
  50. 50. CRM SOCIAL MEDIA WEBSITE CROWDFUNDING DISPLAY VIDEO
  51. 51. RELATIONSHIPS MESSAGING DESTINATION FUNDRAISING TARGETING STORYTELLING
  52. 52. SUMMARY SOCIAL HAS REINVENTED AND SPED UP MEDIA. POLITICIANS DOING WELL ON SOCIAL ARE JUST PEOPLE ON SOCIAL. DIGITAL SERVICING ALLOWS GOVERNMENT TO DO MORE FOR PEOPLE AT A LOWER COST. EACH CHANNEL IS A TOOL. USE IT WELL.

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