Cocomms Gurutalk 12 May 2015

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Washington, D.C

What business can learn from political campaigns

Jan Larsson & Birgitta Henriksson

May 2015

© BRUNSWICK | 2015| 2

• Why companies need to engage in the

ongoing conversation

• The political campaign that put the Social

Democratic Party back in the drivers’ seat

• Common denominators with corporate

communication

• The 11 conversations and Brunswick’s

Bowtie model

• Effective communication – case studies

• QA and discussions

Good morning!


Leading advisor in business critical communication

The Conversation about Business & Society


Focus on shareholder value


And then, something happened


-

10

20

30

40

50

60

70

80

90

100

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*

Mobile phone subscriptions Internet (fixed line & mobile) Internet (mobile only)

% o

f w

orl

d i

nte

rne

t ac

cess

ov

er

tim

e

World Internet & Mobile Technology penetration


Business to citizen – a shift in public attitudes

"While the poor and middle class fight for

us in Afghanistan, and while most

Americans struggle to make ends meet, we

mega-rich continue to get our extraordinary

tax breaks“

Warren Buffett, billionaire

“r > g – return on capital is generally higher than

economic growth. Economic inequality is not new, but it

is getting worse, with radical possible impacts”

Thomas Piketty, Economist

Some learnings from election

campaigns

The Swedish social democratic election strategy 2014


…demanding responsibility

and engagement…

What does this have to do with business?

Climate change

Growing

inequality

Austerity

Unemployment

Respon-

sibility

Customers

Investors

Politicians

Employees

Customers define

themselves as citizens …

Engage-

ment

…which builds loyalty

among key stakeholders

Essential parts in all

political campaigns


Starting point: a party with challenges in early 2012

Two lost elections &

support < 25%

Mistrust in leadership and

ability

We had chosen bad strategies

and were losing identity

Formation of the right wing “Alliance” 2004 created a real

alternative

Conservatives refurbished in 2004 to ”new

workers’ party”

Voters didn’t understand

our reason for existence


55% At least 1/3

vote for

right wing

parties

Who to regain? Target groups on a psychological

rather than demographic ground

Change

willing Spontaneous

Planning

oriented

Stability

oriented

Me We

EXTROVERT

INTROVERT


(S) needed to sharpen its image and perception

Perception of

the social

democratic

party and its

spokespeople

Target 2014 Earlier

Sharp on priority “Everything to all”

Competent “Everyone can do

anything”

Action oriented Kind

Future oriented Proud history


How do we communicate? We can’t gain trust by

intellectual reasoning alone

Kontext

Logos

Policy

Pathos

Leadership

Ethos

Morals

Moral compass:

We know what we

want!

Ability to full-fill:

We have the will,

strength and

ambition!

Competence to

lead: Yes we can!

No internal conflicts

shown externally


Which is the frame of the election? All must describe

the same conflict

Job, schools, health and elderly care

More tax cuts

Investments in the future

More privatization

Solve common challenges together

Have each deal with their problems

alone

Issu

e

Solu

tio

n

Ide

olo

gy


What do we want? Repeat the issues you believe you

will win, and they will seem important

A better Sweden.

For all.

More knowledge and

smaller school classes

New jobs and the

lowest unemployment in

the EU

Clear ideas for the future and programmes in all policy areas

Better health care and more

secure care of kids and elderly

1 2

3


The narrative

Sweden is a great country. But something is falling apart.

The government has prioritized tax cuts even though one of four

young people don’t have a job and profit interest undermine

quality in schools and care.

But together we can change things. We could prioritize those that

we care most for: our kids, grandparents and sick or unemployed

friends.

Everything the government has done was not bad. But now

Sweden needs a new direction. More tax cuts will not build a

better future.

Everyone must contribute to Sweden’s progress. If kids get better

schools, the young have to get up to work in the morning and

growth prosper, we can take on the challenges of the future.

What is the narrative? Start where people are and

bring them along

EMPATHY “I know what it is like”

ANALYSIS “I think I know why”

VISION “It could be different”

OPPOSITION “The others are wrong”

NEXT STEPS “Come along!”


How do we get more to communicate? Using social

media to build network of volunteers ”It is you or never” aimed at involving both party members and non-members to

sign up for campaigning. Theme: Sweden is sliding apart – you can prevent it.


What should all people do? Knock on doors, speak

to voters – and have fun!

0

500000

1000000

1500000

2000000

2500000

2.2 million

registered

meetings in 2014

Original target

Revised target


Example: A closed forum at Facebook became a

simple but forceful team-site


Paid media was used to remind people what really

matters – our kids…


The party-posters backed the films up

How companies can add social value alongside financial value

Joining the conversation


THE 11

CONVERSATIONS

New rules

Energy

& Climate

Change

Education

& Skills

Global

Economy

Communities

Human

Rights Communication

Consumer

Culture

Security

Environment

& Resources

Health

Population

The 11 conversations


THE 11

CONVERSATIONS

New rules

Energy

& Climate

Change

Education

& Skills

Global

Economy

Communities

Human

Rights Communication

Consumer

Culture

Security

Environment

& Resources

Health

Population

Population

Population growth

Youth bulge

Intergenerational tension

Aging

Women/girls

Rural/urban

Migration

Refugees

Environment & Resources

Resource scarcity

Extraction

Pollution

Waste

Habitat

Water

Food security

Agriculture

Security

Peace

Terrorism

Changing nature of warfare

Arm proliferation

Crime

Cyber-security

Consumer Culture

Resource use

Consumer Empowerment

Brands

Emerging middle class

Crowd power

Human Rights

Labour

Supply chains

Diversity

Democracy

Forced displacement

Freedom of expression

Privacy

Education & Skills

Basic skills

Participation

Funding

Education systems

Curriculum

Competitive skills

Lifelong learning

Aspiration

Energy & Climate Change

Fossil fuels

Renewables

Carbon emission

Nuclear power

Energy security

Smart grids

Transport

Communities

Multiculturalism

Worklessness

Public/private structure

Social enterprise

Community financing

Volunteerism

Families

Virtual communities

Social capital

Global Economy

Development

Economic growth

Poverty

Wealth creation

Jobs

Trade

Financial system

Global institutions

Corruption

Currency

Communications

Mobile technology

Access to information

Social networks

Citizen Empowerment

Transparency

Power of the media

Collaboration

Health

Communicable diseases

Non-CDs

Medicines

Wellbeing

Nutrition

Healthcare systems

Workplace health

Pandemics


The Bowtie – a model for program development


Systematic, full-day sessions with client,

Brunswick, and expert participants across a

variety of backgrounds

Collaborative exercises using our Bow Tie

framework and Toolset toward a given ambition

Rapid prototype communications and business

solutions that are immediately actionable

The Brunswick approach to Workshops

Business-Critical Communications

solutions to drive business success


A creative process…


Business & Society clients


Signature Initiatives

“An ambitious, high-profile social impact campaign that aims to tackle an issue that is both (1) of

real concern to the world and (2) relevant to the core purpose of the business.”

Tech literacy Urban diabetes


Defined the concept of ‘urban diabetes’

Established partnerships with city and health authorities –

and academic institutions

Global campaign launched in 5 cities in 2014 – home to

nearly 60 million people

Strong internal interest and momentum

Designing pro-active and high profile

campaign

Setting a big ambition for the long

term

Drawing on the core business

capability

Dramatizing the commitment to be

part of the solution on a major social

challenge

Engaging with high-level external

partners

Establishing a platform which drives

corporate reputation

Approach

Novo Nordisk – urban diabetes

#TechLiteracy


Read the Brunswick Review – download the iPad app!

Thank you!

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Cocomms Gurutalk 12 May 2015

Marketing