from kukuriku coalition to government - the challenges of political online communication
DESCRIPTION
Variations presented in Umag, Croatia, "Ideja X Festival" (May 2012), in Zagreb, Croatia, "Web Industrija" conference (May 2012), in Budva, Montenegro (June 2012), "Information Technologies and Political Participation”, in Skopje, Macedonia (July 2012), Social Democratic Union of Macedonia. The Brlog Digital agency was awarded for the Kukuriku online election campaign in the MIXX segment of competition at the IdejaX festival, dedicated to advertising in online/digital channels and in the category of best Brand/Product Launch. Which new things has the Kukuriku coalition of political parties introduced into the Croatian internet space and in what way? How can we make us of the multimedia and social networks to encourage people to influence campaigns, political decisions and certain fundamental social changes by using such communication channels? We plan to present the image of the internet and the habits of the internet users in Croatia through a prism of politics' perception, voter turnout and relationship with other, traditional media. Moreover, we then plan to explain which social platforms we had used and in what way. We will present the pros and cons of using the new media, as well as the results that are either helpful or not. Everything is illustrated with examples and habits of using internet platforms by political parties in Croatia as well as by campaigns of both the Kukuriku coalition and the Government.TRANSCRIPT
GO F**KING ONLINE Web is awesome. Politics can be too.
HOW TO COMMUNICATE POLITICS?
WHO ARE WE? / WHAT WE DO ONLINE CAMPAIGN / HOW AND WHY WE DID IT GOVERNMENT / NOW WHAT? WE HAVE A PLAN WE ARE THE FUTURE / ANY QUESTIONS?
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WHO ARE WE? / WHAT WE DO ONLINE CAMPAIGN / HOW AND WHY WE DID IT GOVERNMENT / NOW WHAT? WE HAVE A PLAN WE ARE THE FUTURE / ANY QUESTIONS?
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PUBLIC RELATIONS
IVANA GRLJAK @redlena
ZINKA BARDIĆ @zinkab
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ONLINE TEAM MEMBERS
TOMISLAV KORMAN ANA URLIĆ MARKO BOŽAC FRAN KUŠETA @tomislavkorman @ana_esplanada @frankuseta @markobozac
Creative geek that loves social media, design, internet, science and politics.
Postgraduate student of diplomacy.Socialdemocrat. EU enthusiast. Human rights for all. In love with the world.
Brucoš EFZG-a, 19, bloger wannabe. Interested in gadgets, technology, youth policy, politics, (social) media, UX, design, web....
18 years, Croatia, politics, internet, U2&Coldplay&eKillers, George Carlin, and so on...
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ONLINE TEAM MEMBERS
TOMISLAV KORMAN ANA URLIĆ MARKO BOŽAC FRAN KUŠETA @tomislavkorman @ana_esplanada @frankuseta @markobozac
Creative geek that loves social media, design, internet, science and politics.
Postgraduate student of diplomacy.Socialdemocrat. EU enthusiast. Human rights for all. In love with the world.
Brucoš EFZG-a, 19, bloger wannabe. Interested in gadgets, technology, youth policy, politics, (social) media, UX, design, web....
18 years, Croatia, politics, internet, U2&Coldplay&eKillers, George Carlin, and so on...
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WHO ARE WE? / WHAT WE DO ONLINE CAMPAIGN / HOW AND WHY WE DID IT GOVERNMENT / NOW WHAT? WE HAVE A PLAN WE ARE THE FUTURE / ANY QUESTIONS?
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WE
LISTEN
POLITICAL STRATEGY
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TO WIN POLITICAL STRATEGY
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I Kukuriku coalition solely forms the government II Stable majority within the Parliament which guarantees governmental stability III Minimal 42% of the votes
POLITICAL STRATEGY
*srpanj 2011.
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Keep the voters of the coalition Take the other available voters Milanović - the best choice for PM Stimulate our voters to go the ballots Preempt the expected negative campaign
COMMUNICATION AIMS / STRATEGIC GOALS
*srpanj 2011.
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33%
63%
WORLD
CROATIA 2 270 000 000 internet users
2 300 000 internet users
* Internet World Stats, prosinac 2012; “Informatička pismenost u Hrvatskoj” – GFK, prosinac 2011, N=1000;
INTERNET
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INTERNET 45% RADIO 39% TELEVISION 35% WEEKLY NEWSPAPERS 31% MAGAZINES 30% DAILY NEWSPAPERS 24%
e most accurate information is on:
* “Hrvatski mediji u očima građana” – Fakultet političkih znanosti Zagreb, 2009, N=1000
INTERNET IN CROATIA
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ere is an inverse relationship between control and trust. More control, less trust. David Weinberger, Professor at Harvard University at Web 2.0 guru conference “
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2,2 average approval rating of the
politicians by the citizens (max 7)
* “Povjerenje u profesije/institucije” – GFK, prosinac 2011, N=1000
WHO DO YOU TRUST?
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5,7 the average con$dence in friends
(max 7)
* “Povjerenje u profesije/institucije” – GFK, prosinac 2011, N=1000
WHO DO YOU TRUST?
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ADD AS FRIEND
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I think this comes down to identity and trust. Identity is the next weapon; the more we know about you, the more we know whether to trust you. Jeff Jarvis, “What would Google do?”
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* “Top Sites by Country” – Alexa.com, svibanj 2012
TOP SITES google.com
facebook.com google.hr
youtube.com index.hr
net.hr jutarnji.hr
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Average American actually spends more time consuming news than a decade ago. The average time per visit to news sites continues to drop. Facebook is now the third biggest referral site for news articles. Chad Garrison, Pew Research Center
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SOCIAL MEDIA? OK, I’LL TRUST
YOU.
THE IDENTITY: KUKURIKU COALITION
WHAT DO WE WANT? To acquaint the voters with the coalition, its election program, to motivate them in giving their input to the program during the camping
WHAT RESOURCES CAN WE USE? Get involved on platforms where the voters are, use the web sites and social media
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KUKURIKU ONLINE
KUKURIKU.ORG
* “Mapa digitalnog ekosustava” – Brlog, rujan 2011 – agencije B&Ž, Madison, Brlog, Kukuriku online tim
site resources social
networking
ads
9/15/2011 START ‘OFF’ i ONLINE
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START off i online Povijest / Izazovi i iskustva
KUKURIKU WEB
* “Statistike” – Brlog, rujan 2011
500 questions and comments were posted on web page in the $rst
few hours regarding the Plan 21
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KUKURIKU WEB Strategije / Analize i ciljevi
* “Statistike” – Brlog, rujan 2011
500 pitanja i komentara vezanih uz Plan21 pristiglo je u nekoliko
sati od objave stranica i programa
KUKURIKU NEWSLETTER
* “Statistike” – Brlog, rujan 2011
18 694 e-mails were collected where
afterwards the newsletters were sent
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SOCIAL MEDIA IS
HUGE
KUKURIKU SOCIAL MEDIA
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KUKURIKU SOCIAL MEDIA
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LISTEN ENGAGE BE RESPECTFUL HAVE FUN
KUKURIKU ON TWITTER
140 it is not only the number of characters Twitter allows, but also the synonym for both-way communication
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KUKURIKU AND TWITTER INTERACTION
of the tweets posted was interaction with the users (out of total 2323 tweets)
50%
19 880 times users mentioned:kukuriku, plan21, izborihr, politikahr,
milanovic, kukurikuup
*Podaci Kukuriku online tima, prosinac 2011
KUKURIKU ON TWITTER
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FIRST POLITICAL TWITTER INTERVIEW
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FIRST POLITICAL TWITTER INTERVIEW
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TWITTER WALL ON ALL EVENTS
ENGAGE – OFFLINE AND ONLINE USERS Wall of Tweets is a simple and engaging solution that enables people attending your event to share their tweets on a big wall in a real-time
RESULTS At the live events speakers answered the Twitter (and Facebook) questions
* TwWall omogućili : Pet minuta i Brlog
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TWITTER: INTERACTION TOOL
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TWITTER: FIRST HAND INFORMATION
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TWITTER AS AN INFORMATION SOURCE
TWEETUP BECAME KUKURIKUUP
'OFFLINE' MEETINGS WITH THE ONLINE TWITTER USERS
TweetUP with the candidate for PM on a working subject ICT, was the $rst one of its kind ever organized in Croatia e TweetUP was organized and planned along with the Twitter users of the initiative @InternetZaSve
#kukurikuup
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FACEBOOK IN CROATIA
60% * Facebook, svibanj 2012; Socialbakers, svibanj 2012
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FACEBOOK LIKES e users mostly liked the content which targeted them personaly.
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FACEBOOK SHARES
FACEBOOK PHOTOS
e photos were used, apart for the announcements and live coverage, for stimulating interaction among users, i.e. by asking questions on a speci$c subject (announcement of the promotional activities of Plan21)
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FACEBOOK BANNERS
e FB users were voting for 3 out of 20 slogans for the internet banners. ey could see the chosen banners at the internet sites in the awake of the electoral day.
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FACEBOOK ‘CHAT’
‘ONLINE’ vs ‘OFFLINE’
First Facebook ‘dialog’ was organised - broadcasted via videolink. e live chat was broadcasted via many internet sites in Croatia. including the central national TV.
FACEBOOK VIDEO
Atypical political contents has often surpassed the expected reactions
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FACEBOOK REACH
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FACEBOOK REACH
Last week (weekly total reach):
792 902 50% of all Facebook users reached
50%
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YOUTUBE
Social networking is still the fastest-growing active social media behaviour online. is is followed by updating a microblog (e.g. Twitter) and uploading video. . Cara Pring , 100 social media statistics for 2012
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YOUTUBE VIDEOS
130 139 040 views
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YOUTUBE VIDEOS
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YOUTUBE INTERAKCIJA
Answers were given via video after every live event.
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YOUTUBE VIDEOS
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Videos with Milanović were most watched.
YOUTUBE VIDEOS
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DON’T FORGET THE DOCUMENTS AND AUDIO
DOWNLOADABLE AND SHARABLE DOCS
Upload and share publicly all of your data and documents.
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DOWNLOADABLE AND SHARABLE DOCS
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AUDIO IN REAL TIME
Soundcloud made all the podcasts and recordings available in real time. Public statements were online before on radiostations or sites.
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FIRST TIME EVER
* “Završni izvještaj” – Maja Dodić, prosinac 2011
- recorded public statement which was broadcasted live via internet - organized live Facebook ‘chat’ with the PM candidate - recorded video spot which targeted social media users only - organized TweetUp with the prospective PM on the subject of internet and ICT - used TwiterWall during the promotion of the electoral program throughout the country - politicians were answering questions from social networks via video - social media was used dynamically, on !eld, live from events, behind the scenes - online and offline campaign integration at all times
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WE WON WWW.VLADA.HR
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DUDE, SOCIAL MEDIA IS
AWESOME. TOLD YOU SO!
WHO ARE WE? / WHAT WE DO ONLINE CAMPAIGN / HOW AND WHY WE DID IT GOVERNMENT / NOW WHAT? WE HAVE A PLAN WE ARE THE FUTURE / ANY QUESTIONS?
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12/23/2012 GOVERNMENT STARTS ONLINE
WE STILL LEARN
GOVERNMENT ASKS PEOPLE? Highest Reach on Facebook ever. 68% had suggestions 18% negative comments
WE ASKED AGAIN
USERS ASKED, WE ANSWERED
Answers abot public budget and tax reform gain attention of TV stations. We got more TV space to communicate our goals.
POLITICIANS SEE THE BENEFITS
POLITICIANS SEE THE BENEFITS
TWEETUP BECOMES VLADAUP
DVOSMJERNOST NA INTERNETU Strategije / Analize i ciljevi
PRIME MINISTER ANSWERS
social networks
MINISTRIES
web site
questions
suggestions
WHO ARE WE? / WHAT WE DO ONLINE CAMPAIGN / HOW AND WHY WE DID IT GOVERNMENT / NOW WHAT? WE HAVE A PLAN WE ARE THE FUTURE / ANY QUESTIONS?
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ANYWAY, THAT’S PRETTY MUCH ALL WE HAVE TO SAY ABOUT SOCIAL MEDIA. BUT WE’D REALLY LOVE TO HEAR WHAT
YOU HAVE TO SAY ABOUT IT.
TELL US WHAT YOU THINK
facebook.com/wwwvladahr youtube.com/wwwvladahr 'ickr.com/wwwvlada soundcloud.com/vladarh twitter.com/vladarh
GO F**KING ONLINE Web is awesome. Politics can be too.
HOW TO COMMUNICATE POLITICS?
