the impact of the internet on electoral campaigns

Avril 2011

22

I’m Nicolas Vanbremeersch

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Innovation doesn’t lie in electoral campaigns

At least, most of them

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Why ?

- Conservatism of political parties

- clash of organisations : network vs pyramid

- lack of culture and skills

- contempt of the web

- Focus on tools

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3

99

It isnot

about tools

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It is about society

changingthe way itorganizes

an ecosystem

a social space

forming a new public sphere

changingrelations

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It is about what is

changing, and how you must

react

time

opinion

organization

trust

news

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4

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Benchmarking ?

What people do.

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5

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Best politicalcampaing ever(non electoral)

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#jeansarkozypartout

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Jean Sarkozy to take the head of EPAD

News on Friday evening

#jeansarkozypartout > ‘00.000s tweets

Petition

Satyrical videos

Spontaneous meetups at la Défense

No political leader. No management.

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This is a social space

Laughing spreads the word and facilitatesidentification

Facebook is about mass identification to a position or cause

These signs of social movements have an effect on media

They appear to be true

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6

2020

All campaings now have theirsocial-web stuff

I have a fan page, a blog, videos on youtube, launched a petition, I tweet, I built a social network, …

Still, this doesn’t work

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#6 video – all time - for Parti socialiste

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Political parties remain boring

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They have a hard time

capturingattention

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This is a fight for attention

Campaigning is about getting in the heads of people

Getting in the head of people isentering their facebook streams

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Entering facebook streams isunleashing social viruses

A new langage :Conviction

DataLaughVisual

> social

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5 questions to get your message heard

Am I interesting ?

Can this piece catch attention ?

Is it facebookable ?

What can people do with their friends withthis ?

Is it engaging ?

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Adapt to social phenomena

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Adapt to social phenomena

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organizing

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The web offers mass organizing and self coordination

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Political campaigns still have a hard time mass organizing

It is perceived as a threat

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It is not about « creating a social network »

500K€

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It is about fostering participation in a new way

Open

Social

Useful

Engaging

Rewarding

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It is about being realistic

Small groups

Strong animation

Reactivity

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European elections – Michel Barnier

Turning a supposed technocrat into a positive leader ?

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European elections – Michel Barnier

20K social network + blog

20.000 activist base in local and thematicgroups

30 leaders, coming from the base

3500 discussions launched

20 initiatives came from the base and wereimplemented

1 really succeeded

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European elections – Michel Barnier

No door to door : failed

Team : 2 ppl full time one community engagement

Budget : nothing on technique, everythingon community and content

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Get out to vote video

Made by people, withpeople.

500 inside x 130 FB contacts x …

300.000 views in 2 days

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1st score nationwide

No negative campaigning

Positive engagement shown

Michel Barnier is now in Brussels…

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Give people power

Help themorganize

Support theirinitiatives

Make themproud

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5 golden rules ?

Foster engagement through recognition

Give tools and support

Organize, manage and train

People know better (to a certain extent)

Show the way

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It is about changing campaigning

Attention is social

Your media is your people

Leaders = engagement

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@versac

spintank.fr