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Presentation at Euractiv in Brussels for their Federation Workshops, June 2012.
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Digital and social media*June 2012 @
*Making it work for you in Public Affairs
Me
>Steffen Thejll-Moller>Work at Fleishman-Hillard>Digital and Public Affairs
Five items today
1. Supporting traditional PA activities2. Public Affairs +3. 20254. Concerns and stumbling blocks5. Some other interesting things (if we have
time)
1. Supporting traditional
Public Affairsactivities
What type of issue?
“We’ve only got an audience of 1,000”
“Only some policy-makers and a few of other stakeholders care about our issue”
“This issue isn’t on the public radar and frankly we don’t want it to get there”
DOESN’T MAKE DIGITAL IRRELEVANT
Fact: 96% of MEPs visit interest group websites*
Insight: A top-quality, relevant, informative
website is an absolute must-have
* Fleishman Hillard’s EP Digital Trends Survey, 2011
Fact: 92% of MEPs use a search engine every day
Insight: Website needs to be made visible to target audiences in search engines
(note: via search engine marketing)
* Fleishman Hillard’s EP Digital Trends Survey, 2011
Fact: 80% of MEPs read some form of blog
Insight: Value may be attained from presenting one’s material in blog form i.e. frequently updated, less formal, more personal – or engaging on other blogs
* Fleishman Hillard’s EP Digital Trends Survey, 2011
Fact: 78% of MEPs use Wikipedia weekly
Insight: It is worth reviewing all relevant pages on Wikipedia to determine if and how to edit
* Fleishman Hillard’s EP Digital Trends Survey, 2011
Fact: 34% of MEPs are on Twitter
Insight: Value in assessing how targets are using Twitter and whether it is a channel with which to potentially connect with them
* Fleishman Hillard’s EP Digital Trends Survey, 2011
IN ADDITION..
Fact: MEPs look for simple content that explains complex issues as much as detailed content like position papers (96% vs. 95%)*
Insight: It’s imperative to present an array of content types from the simple to
the complex
* Fleishman Hillard’s EP Digital Trends Survey, 2011
Fact: EP ENVI committee members’ degree courses
Insight: Target audiences are probably not all subject-matter experts so different complexity levels need to be addressed
Fact: MEPs, Commission officials etc. get bored too sometimes
Insight: Be interesting!
IN PRACTICE?
Scope of traditional EU advocacy
Digital and social media can support each
i. Communicating message to policy makers and influencers
21
25
27
ii. Establishing relationships and building alliances
LinkedIn group
Dedicated (and private) community
Ryan Heath:
We’re looking for value in social media. The lobbyists are always the least vocal
iii. Gathering intelligence
europatweets.eu
netvibes.com
Dedicated set-up e.g. Radian6
In summary…
1
2. Public Affairs +
The constituent consumer1. What’s in it for me?
2. What matches my values?
Values? Personal safety, health, environmental
protection, personal freedom, well being etc.
More political actorsPressure group upsurge and the internet activist
A new model of influence
Rational
Diffuse power
Emotional
Centralised power
Few political actorsTechnical arguments
Many political actorsValue-based arguments
Source: Simon Titley
Heard at the EP:“I’m on your side, but my constituents are not” (nor are the papers and blogs they read)
The disciplines…
… are converging
MEANING WHAT?
A wider context
Think (and act) like campaigners
No, our work is not too cerebral to be emotional
WHERE DOES DIGITAL FIT IN?
a) Exceptional storytelling channel
55
One condition: thinking differently about
delivery
Intelligence
gathering & analysis
Delivery
Intelligence
gathering & analysis
Delivery
Intelligence
narrative
b) First-rate mobilisation tool
59
3. 2025
External environmentEveryone will be like Neelie
Internal environmentSocial business: organisations will be inherently social
4. Concerns andstumbling blocks
We have no resources
We’re a traditional industry
We’re afraid of angry people
IT (or legal) won’t let us
Where do we start?
5. Some other
interestingthings
Dell Hell
Hank the angry dwarf
Closed Newspapers: 2007-2010
73
Thanks
Updates
>Blog @ steffenmoller.com>Tweet @ steffenmoller
Digital checklist: 7 quick things for starters> Where do you appear in Google (you and your issue(s))?
> Other organisations like yours? Competitors?
> Now you’ve found them: how are they communicating online?
> Is your organisation/issue(s) Wikipedia page appropriate?
> How many people are visiting your issue Wikipedia page?
> Are people tweeting about you? Who are they and do you care?
> For your issue, do you know the top 5 best blogs & Twitter
feeds?
