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© Actionist 2014 1
© Actionist 2014
Digital Strategist and Owner
Actionist, Deasign Russia, Fröjd
Interactive and Intaktus.
Press secretary and social media
strategist at Swedish Union
of Tenants.
© Actionist 2014 3
1 000 000 members Established in 1915 800 Employees Governmental task to negotiate rents !
© Actionist 2014
Using Social Media to Influence the Political Agenda
#FLERHEM
© Actionist 2014
The Swedish Housing Situation
© Actionist 2014 All rights reserved
33% OF SWEDES AGED 18 TO 24
LACK A HOME OF THEIR OWN. AND THE NUMBER IS INCREASING.
#flerhem | The Background
© Actionist 2014
In a culture where young adults want to become independent by the age of 18 living with their parents lead to not only frustration
but also a lack of personal development.
On a socio-economic point of view young people miss out on the opportunity of working where there are jobs, studying where there are universities and
living with their partner.
#flerhem | The Background
© Actionist 2014
WHAT TOOK US HERE?
?Not
prioritised on the
political
Slow
Complex regulations
WHAT TOOK US HERE?
?Not
prioritised on the
political
Slow
Complex regulations
#flerhem | The Background
© Actionist 2014
The top priority question for the Swedish Union of tenants is therefore
Putting the lack of housing on the political agenda prior to Swedish election 2014.
#flerhem | The Background
© Actionist 2014
The Challenge
WHEN WE STARTED OUR COLLABORATION OUR MAIN CHALLENGE WAS TO REACH OUT WITH
THE INFORMATION ABOUT THE HOUSING SITUATION, INVOLVE THE POPULATION AND
THROUGH THEIR ENGAGEMENT PUT PRESSURE ON THE POLITICIANS.
#flerhem | The Challenge
© Actionist 2014
HOW CAN WE USE DIGITAL MEDIA IN ORDER TO ENGAGE THE SWEDISH POPULATION,
POLITICIANS AND OTHER STAKEHOLDERS -DURING A HIGHLY COMPETITIVE ELECTION
YEAR?
#flerhem | The Challenge
© Actionist 2014
© Actionist 2014
With no media budget.
!
#flerhem | The Challenge
© Actionist 2014
Our Solution
© Actionist 2014 All rights reserved
IN ORDER TO RAISE AWARENESS
AND GIVE VOICE TO THE PEOPLE WE
LAUNCHED #FLERHEM
(#MOREHOMES)
#flerhem | The Solution
#FLERHEM WORKS AS A SOCIAL HUB THAT GATHERS TWEETS AND INSTAGRAM IMAGES
AND OPENS UP FOR DISCUSSIONS ABOUT THE HOUSING SITUATION ON A WIDE SPECTRA, REGARDLESS OF POLITICAL STANDPOINT.
#flerhem | The Solution
© Actionist 2014
© Actionist 2014
BY ENGAGING INFLUENTIAL
OPINION LEADERS ON TWITTER WE SOUGHT TO PUT
PRESSURE ON THE POLITICIANS IN
CHARGE
#flerhem | The Solution
© Actionist 2014
HOW DID WE CREATE ENGAGEMENT?
We tweeted directly to opinion leaders
We kept the discussion
alive through several
campaigns
We created continuous and relevant content in social media
We used the hashtag
throughout all
digital communicatio
n
#flerhem | The Solution
© Actionist 2014
#flerhem | The Solution
© Actionist 2014 All rights reserved
When we reached a high
engagement we went on a tour
around the biggest cities in the country and projected the tweets and images on
famous land marks.
#flerhem | The Solution
© Actionist 2014 All rights reserved
To sum up the activities - with
a strong democratic agenda we invited the
housing minister to fly with us. All he needed was 10 000 clicks!
#flerhem | The Solution
© Actionist 2014
The Results
THE ENGAGEMENT WAS HIGH WITH THOUSANDS OF TWEETS AND INSTAGRAMS WHICH WAS
WIDELY SPREAD IN SOCIAL MEDIA.
#flerhem | The results
© Actionist 2014
© Actionist 2014
The hashtag was embraced and used by swedish politicians and
important opinion leaders.
!
#flerhem | The results
THE INVOLVEMENT HAS BEEN CONSTANT AND THE HASHTAG IS ESTABLISHED IN POLITICAL DISCUSSIONS REGARDING SWEDISH HOUSING
POLICY.
#flerhem | The results
© Actionist 2014
© Actionist 2014
The swedish housing policy was one of the most discussed subjects
prior the election.
!
#flerhem | The results
#flerhem | The results
© Actionist 2014
#FLERHEM REACHED 2,3 MILLION PEOPLE.
APPROXIMATELY 25% OF THE
SWEDISH POPULATION.
© Actionist 2014
SPASIBA!
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