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Webinar
European elections 09:
Social media insights
Agenda
     What is social media for citizens and what are the
01   political consequences?

     Online political debates: a lack of European digital
02   public space


03   MEP 2.0: what shall be in a name?


04   So what can we do? Best practice and next steps
01   What is social media for
     citizens and what are the
     political consequences?
Citizens talking to other citizens through diverse « social »
web tools
New ways of sharing and expressing public opinions…

… with more and more importance of peer-to-peer recommendation

… but a few opinion formers who are over-represented in terms of share of voice
Social media: a growth that impacts every EU citizen
•      Social Media is experiencing rapid global growth and is now a key part of
       consumers’ daily media habits, taking time spent away from traditional media

•      New ways to leverage opinions and to influence like TV did before.




Sources: eMarketer; EIAA / Comscore (Europe)
02   Online political debates: a
     lack of European digital
     public space
A growing interest limited to a short period of time (2
months before the elections)




•   German citizens definitely more looking for
    information than French-speaking and
    English-speaking ones

•   One key news article seem to drive
    attention:" Why should you vote?”
Twitter: flavor of the month or new political trend?
  A missed weapon




                Still, MEPs trail behind their American counterparts. Of
                the 535 members of Congress, 116 are already using
                Twitter (22%). On this side of the Atlantic, only 27 MEPs
                use Twitter: just 3.5% of the 785 members of the
                European Parliament.
                http://www.euractiv.com/en/eu-elections/twittering-meps-
                fail-embrace-internet-craze/article-182511
Microblogging is a new way of communicating all over
Europe: 140 signs to leverage word-of-mouth




   http://www.tweetelect09.eu/country/Greece




                                                         http://www.tweetelect09.eu/

Search word: ‘twitter’ in Poland Source: Google Trends
A dedicated interactive platform that was only used as a
push of information
Problem is that this kind of tool was not perfectly
used by politicians: the @ RT effect




                A push of information, but
                 rare conversations that
                    could improve the
                word-of-mouth: a missed
                       opportunity
Facebook: amazing CRM that was just used as a static
promotion tool




“The point is not to have a million people. The point is to be able
to chop up that million-person list into manageable chunks and
organize them.”
-Joe Rospars, Obama’s campaign’s new-media director
Few people engaged on main social networks like Facebook on
European elections groups and very few interactions
Conclusion: The European debate did not really exist


Conversations and discussions, when they occur, are :
       - on spaces such as personal or mainstream blogs, news…
       - limited and restricted to a national / local scope
       - driven by national parties
       - polluted by populists and “affairs”
European elections #1: A local focus




• Discussions about European issues seem to be more oriented
  around local questions and seem to follow national issues

• English is the communication language, but it is suprising that
  the volume is not so much bigger than French
Source: BlogPulse
Comparaison between Polish and French blogospheres


       On more direct European topics like « Treaty of Lisbon », it seems like
       there’s a stronger connection between national contexts
            A community of interests but no bridge
•   Topics are the same in the different countries but they experience different
    share of voices, depending on the national context.


•   No direct link is made between the issues. They are discussed on a national
    scope.


                  France                                     European level
France          UK


•   The various EP groups are perceived in a very different proportion, in the UK
    blogosphere and in the French one. It depends on the local context and on
    how national parties are already present. Nonetheless, EGP did an
    astonishing job in France, as it changed the political ecosystem in French
    social media

•   Local parties & politicians are true conversation and attention filters, the
    European debate is first a national one
European elections #2:
national parties & politicians as true conversation filters




    France: UMP, Jean Sarkozy




                                         Czech Republic: crisis at stake




• Political agenda is still mainly driven by national organisations
European elections #3:
each EP group has a very specific semantics, and then a territory
    ID                       GU/NGL                    PSE




Les Verts                    ADLE                       UMP




•    Because their territories are very different, no true & visible lign of
     political opposition emerged
European elections #4: populist and « affairs » pollute this
European debate
 •   Buzz did not focus on rational debates but on emotional disputes

 •   The traditional media was a true source of buzz (even negative) in social media




                     Wikio top videos: Cohn-Bendit insulted by Bayrou was at the heart of discussion 2 days before the elections
03   MEP 2.0: what shall be in a
     name?
Alexander Alvaro, MEP 2.0
An MEP with high online engagement
Very few backlings

                                                             1http://www.flensburg.julis.de/index.php?id=
                                                             3784
                                                             2http://twitter.com/JuLi_Man
                                                             3http://www.facebook.com/pages/JuLiman/19
                                                             4261775595
                                                             4http://www.fdp-meinerzhagen.de/
                                                             5http://www.julis-potsdam.de/
                                                             6http://www.fdp-mannheim.de/
                                                             7http://www.fdp-luedenscheid.de/
•   MEP Alvaro now occupies the social media, but needs to   8http://www.fdp-
    engage more deeply in the conversations                  bw.de/regional/home.php?kvid=Mannheim
                                                             9http://www.liberale.de/webcom/show_article
                                                             .php?wc_c=460.....
                                                             10http://www.fdp.de/webcom/show_article.p
                                                             hp?wc_c=460&wc_i.....
                                                             11http://julis.potsdam-
                                                             liberal.de/inhalte/grundsatzprogra.....
                                                             12http://julis.potsdam-
                                                             liberal.de/inhalte/grundsatzprogra.....
The difference with politicians 2.0 and active citizen bloggers:
leveraging word-of-mouth thanks to deeper conversation




               Benoit Hamon                     Samuel Authueil
               PSE                              Citizen




           Shorter conversation,
               so a smaller                 Deeper conversation,
              word-of-mouth                   so deeper impact
                                           in diverse communities
04   So what can we do?
     Best practice and next steps
Barack Obama: towards reputation democracy


                                                            Obama recognised that the young
                                                            influential vote was not reachable
                                                            through a TV spot bombardment

                                                            Social media raised awareness and
                                                            drove engagement:
                                                            - Presence in 15 social networks
                                                            - 5 million ‘Friends’
                                                            - 3 million online donors

                                                            Once elected, Obama reduced activity
                                                            and received a negative reaction,
                                                            demonstrating the need to maintain
                                                            relationships with consumers who
                                                            have invested time into your brand



  The Obama campaign delivered a continuous conversation with potential voters. Social Media
connected with a young audience using social networks, blogging and video sharing applications
Europe Ecologie – EuropeanGreens.eu
                •    A campaign that started last October

                •    Simple movement focusing on crisis solutions

                •    A centralization on a single platform (netvibes) of all the
                     various declarations and ideas

                •    A mix of tactic buzz (like lipdub) in which the politicians
                     played themselves the game and embodied the political
                     thoughts in the same storyline: voting can change
                     things

                •    A multichannel approach to leverage word-of-mouth
                     thanks to diverse interaction opportunities

                •    More than 1000+ meetings organised thanks to social
                     media but happening « in real life »

                    Europe Ecologie as a hub of conversation, moments and
                     transformation into what seems to be a concrete
                     political action
ALDE Civil Liberties Campaign: offline & online activations
hand in hand
     •   A civil liberties logo and webpage was designed. Members of the ALDE group were
         encouraged to post contents. Concurrently, a civil liberties blog was developed, launched by
         campaign leader Alexander Alvaro MEP using Facebook and Twitter to encourage civil
         liberties activitists and supporters to share content and ultimately build a European civil
         liberties movement.

     •   Journalists, NGOs and MEPs received an invitation by e-mail alert, intended to be read on
         Blackberries and other personal devices, with a warning that the message may be read and
         recorded according to current data retention laws if routed via the US.

     •   Campaign activation items were designed to make the campaign real and relevant to
         people’s lives. A powerful short film on freedom of speech and anti-discrimination was
         produced, based on the well-known holocaust poem “First they came for.. ” And posted on
         YouTube. The poem was also produced in the form of a fridge magnet with topical subjects
         added to enable people to make their own modern day versions of the poem.

     •   The first European Civil Liberties Day was inaugurated on 15 April by ALDE President Graham
         Watson in the presence of over 100 members of the ALDE group, other MEPs, journalists and
         NGOs.50 influential bloggers on the theme of Civil Liberties were also contacted.

     •   In total, a selection of 400 journalists and 150 NGOs from all 27 EU Member States were
         informed about the campaign and invited to the European Civil Liberties Day. A petition
         supporting an annual European Civil Liberties Day was launched on the blog. Over 23,000
         contacts on Twitter have been registered, over 550 friends have joined the civil liberties
         cause on Facebook and the ALDE civil liberties video against discrimination is provoking
         intense interest on YouTube.
So what’s next?
• The record low turnout and low conversation level in
  European social media does not mean that there’s no
  community of interest online

• Blogs and social media were not fully exploited and
  leveraged (only European Greens engaged some of them
  into the political debate)

• Language is a limit that can not really improve the
  European political debate: why not a European platform
  centralizing diverse points of views that are happening
  online and moderated by citizens in diverse languages?

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European Elections Webinar 0806

  • 2. Agenda What is social media for citizens and what are the 01 political consequences? Online political debates: a lack of European digital 02 public space 03 MEP 2.0: what shall be in a name? 04 So what can we do? Best practice and next steps
  • 3. 01 What is social media for citizens and what are the political consequences?
  • 4. Citizens talking to other citizens through diverse « social » web tools
  • 5. New ways of sharing and expressing public opinions… … with more and more importance of peer-to-peer recommendation … but a few opinion formers who are over-represented in terms of share of voice
  • 6. Social media: a growth that impacts every EU citizen • Social Media is experiencing rapid global growth and is now a key part of consumers’ daily media habits, taking time spent away from traditional media • New ways to leverage opinions and to influence like TV did before. Sources: eMarketer; EIAA / Comscore (Europe)
  • 7. 02 Online political debates: a lack of European digital public space
  • 8. A growing interest limited to a short period of time (2 months before the elections) • German citizens definitely more looking for information than French-speaking and English-speaking ones • One key news article seem to drive attention:" Why should you vote?”
  • 9. Twitter: flavor of the month or new political trend? A missed weapon Still, MEPs trail behind their American counterparts. Of the 535 members of Congress, 116 are already using Twitter (22%). On this side of the Atlantic, only 27 MEPs use Twitter: just 3.5% of the 785 members of the European Parliament. http://www.euractiv.com/en/eu-elections/twittering-meps- fail-embrace-internet-craze/article-182511
  • 10. Microblogging is a new way of communicating all over Europe: 140 signs to leverage word-of-mouth http://www.tweetelect09.eu/country/Greece http://www.tweetelect09.eu/ Search word: ‘twitter’ in Poland Source: Google Trends
  • 11. A dedicated interactive platform that was only used as a push of information
  • 12. Problem is that this kind of tool was not perfectly used by politicians: the @ RT effect A push of information, but rare conversations that could improve the word-of-mouth: a missed opportunity
  • 13. Facebook: amazing CRM that was just used as a static promotion tool “The point is not to have a million people. The point is to be able to chop up that million-person list into manageable chunks and organize them.” -Joe Rospars, Obama’s campaign’s new-media director
  • 14. Few people engaged on main social networks like Facebook on European elections groups and very few interactions
  • 15. Conclusion: The European debate did not really exist Conversations and discussions, when they occur, are : - on spaces such as personal or mainstream blogs, news… - limited and restricted to a national / local scope - driven by national parties - polluted by populists and “affairs”
  • 16. European elections #1: A local focus • Discussions about European issues seem to be more oriented around local questions and seem to follow national issues • English is the communication language, but it is suprising that the volume is not so much bigger than French
  • 17. Source: BlogPulse Comparaison between Polish and French blogospheres On more direct European topics like « Treaty of Lisbon », it seems like there’s a stronger connection between national contexts A community of interests but no bridge
  • 18. Topics are the same in the different countries but they experience different share of voices, depending on the national context. • No direct link is made between the issues. They are discussed on a national scope. France European level
  • 19. France UK • The various EP groups are perceived in a very different proportion, in the UK blogosphere and in the French one. It depends on the local context and on how national parties are already present. Nonetheless, EGP did an astonishing job in France, as it changed the political ecosystem in French social media • Local parties & politicians are true conversation and attention filters, the European debate is first a national one
  • 20. European elections #2: national parties & politicians as true conversation filters France: UMP, Jean Sarkozy Czech Republic: crisis at stake • Political agenda is still mainly driven by national organisations
  • 21. European elections #3: each EP group has a very specific semantics, and then a territory ID GU/NGL PSE Les Verts ADLE UMP • Because their territories are very different, no true & visible lign of political opposition emerged
  • 22. European elections #4: populist and « affairs » pollute this European debate • Buzz did not focus on rational debates but on emotional disputes • The traditional media was a true source of buzz (even negative) in social media Wikio top videos: Cohn-Bendit insulted by Bayrou was at the heart of discussion 2 days before the elections
  • 23. 03 MEP 2.0: what shall be in a name?
  • 25. An MEP with high online engagement
  • 26. Very few backlings 1http://www.flensburg.julis.de/index.php?id= 3784 2http://twitter.com/JuLi_Man 3http://www.facebook.com/pages/JuLiman/19 4261775595 4http://www.fdp-meinerzhagen.de/ 5http://www.julis-potsdam.de/ 6http://www.fdp-mannheim.de/ 7http://www.fdp-luedenscheid.de/ • MEP Alvaro now occupies the social media, but needs to 8http://www.fdp- engage more deeply in the conversations bw.de/regional/home.php?kvid=Mannheim 9http://www.liberale.de/webcom/show_article .php?wc_c=460..... 10http://www.fdp.de/webcom/show_article.p hp?wc_c=460&wc_i..... 11http://julis.potsdam- liberal.de/inhalte/grundsatzprogra..... 12http://julis.potsdam- liberal.de/inhalte/grundsatzprogra.....
  • 27. The difference with politicians 2.0 and active citizen bloggers: leveraging word-of-mouth thanks to deeper conversation Benoit Hamon Samuel Authueil PSE Citizen Shorter conversation, so a smaller Deeper conversation, word-of-mouth so deeper impact in diverse communities
  • 28. 04 So what can we do? Best practice and next steps
  • 29. Barack Obama: towards reputation democracy Obama recognised that the young influential vote was not reachable through a TV spot bombardment Social media raised awareness and drove engagement: - Presence in 15 social networks - 5 million ‘Friends’ - 3 million online donors Once elected, Obama reduced activity and received a negative reaction, demonstrating the need to maintain relationships with consumers who have invested time into your brand The Obama campaign delivered a continuous conversation with potential voters. Social Media connected with a young audience using social networks, blogging and video sharing applications
  • 30. Europe Ecologie – EuropeanGreens.eu • A campaign that started last October • Simple movement focusing on crisis solutions • A centralization on a single platform (netvibes) of all the various declarations and ideas • A mix of tactic buzz (like lipdub) in which the politicians played themselves the game and embodied the political thoughts in the same storyline: voting can change things • A multichannel approach to leverage word-of-mouth thanks to diverse interaction opportunities • More than 1000+ meetings organised thanks to social media but happening « in real life » Europe Ecologie as a hub of conversation, moments and transformation into what seems to be a concrete political action
  • 31. ALDE Civil Liberties Campaign: offline & online activations hand in hand • A civil liberties logo and webpage was designed. Members of the ALDE group were encouraged to post contents. Concurrently, a civil liberties blog was developed, launched by campaign leader Alexander Alvaro MEP using Facebook and Twitter to encourage civil liberties activitists and supporters to share content and ultimately build a European civil liberties movement. • Journalists, NGOs and MEPs received an invitation by e-mail alert, intended to be read on Blackberries and other personal devices, with a warning that the message may be read and recorded according to current data retention laws if routed via the US. • Campaign activation items were designed to make the campaign real and relevant to people’s lives. A powerful short film on freedom of speech and anti-discrimination was produced, based on the well-known holocaust poem “First they came for.. ” And posted on YouTube. The poem was also produced in the form of a fridge magnet with topical subjects added to enable people to make their own modern day versions of the poem. • The first European Civil Liberties Day was inaugurated on 15 April by ALDE President Graham Watson in the presence of over 100 members of the ALDE group, other MEPs, journalists and NGOs.50 influential bloggers on the theme of Civil Liberties were also contacted. • In total, a selection of 400 journalists and 150 NGOs from all 27 EU Member States were informed about the campaign and invited to the European Civil Liberties Day. A petition supporting an annual European Civil Liberties Day was launched on the blog. Over 23,000 contacts on Twitter have been registered, over 550 friends have joined the civil liberties cause on Facebook and the ALDE civil liberties video against discrimination is provoking intense interest on YouTube.
  • 32. So what’s next? • The record low turnout and low conversation level in European social media does not mean that there’s no community of interest online • Blogs and social media were not fully exploited and leveraged (only European Greens engaged some of them into the political debate) • Language is a limit that can not really improve the European political debate: why not a European platform centralizing diverse points of views that are happening online and moderated by citizens in diverse languages?