LOBBY 2.0

USING SOCIAL MEDIA TO MAKE YOUR CASE

INSTITUTIONS ARE LOOSING POWER

• Lobbying has been based on very powerful national states, Governments and institutions

• Now? Increasingly weaker decision makers

• Decision making process is global and based on “a network of responsibilities”

• Connected citizens are becoming part of this process

LOBBYING 1.0

• Aimed to influence legislation

• Tries to meet the right person to make their case in a one-to-one relationship

• Establishes coalition building among interests

• Needs little transparency : PR campaigning oriented to influence decision-makers

The internet as a platform that…

• Provides tools to influence legislation• Can enable an open conversation with stakeholders• Helps grassroots movements to influence policy-making• Suggests ideas • Fosters greater transparency of interests and messages• Fuels social media to self-empower anyone and any organization

LOBBY 2.0 IS A NEW APPROACH TO INTEREST REPRESENTATION

Lobbying 2.0 is about conversation, not negotiation

2.0 LOBBYING: SOME EXAMPLES

RETHINKING NUCLEAR POWER:CAN OBAMA WIN OVER HOMER SIMPSON ?

NUCLEAR ENERGY Lobbying the parliaments or the governments is

less useful than

Listening to concerns, empowering local communities, discuss with them , activating credible scientific communities and points of

view, describing alternatives, opening data on security and private interests

A long, uncertain two-way communication process, Not a campaign

NEEDING A NEW APPROACH

A real, transparent, personalized, participatory conversation to implement it

US Dept. of Energy : includes industry , stakeholders and communities in the process of Open Government

ITALY: LAW 2X V.A.T. ON PPV

• 2008 govt decided to double V.A.T. ON pay TV from 10 to 20 %

• Strong PR reaction: articles, letters to MP, media etc.

• The new thing : several fb pages, by customers, on line petition appeared and started a grassroots campaign

• New media helped to amplify and broaden the audience

BUT…

• Nonetheless the new law has been enforced

• The supporters (also customers) of PPV platform regretted that the company transferred the cost to them. While through other channels, the company launched different offers (price cuts)

• If you enter in a direct conversation you get the audience, but you lose control on it

• You cannot quit

IS MR BERLUSCONI = ANY USER UPLOADING VIDEOS ON THE NET?

• In 2010 a bill tried to impose the same rules and limits for on-line video platforms as for traditional TV platforms…

• Imposing to YouTube, as to any blogger uploading a video, the same rules working for Mr. Berlusconi’s or Mr. Murdoch’s TV companies

• A matter of interest for big on line corporations

• Life or death for millions of bloggers and internet users uploading video

THE CHOICE HAS BEEN: LET THE PEOPLE PREVAIL

• Big companies remained silent

• Bloggers took the initiative

• Associations of small service providers

• Connected individuals on fb and twitter

• Some of them quite critical toward online companies

• Many proposals

• The bill has been amended

LOBBYING 2.0 To Make your case :

Be transparent

Stay grassroots

Lose control

Join the conversation

Enhance the conversation

Respect the conversation

Find crowdsourced solution

CANCELLED

LOBBY 1.0:THANK YOU FOR SMOKING

LOBBY 2.0: THANK YOU FOR TAKING THE

POWER

Massimo MicucciPresident of Reti Spa

Thank you for your attention.