The Image is Flat: Strategic Action for Politics & and Economic Policy

SilihAgungWasesa, Managing Partner AsiaPR, silih@asiapr.net

It started from...

The invention of

new technology

and

web 2.0

And Now...

The world becomes

flatThe image turns into

flatNew PR approach

PR 2.0 or Cyber

PR

The new Strategic

Communication

what happened in our country?

Freedom to express and share opinions

New online community

Indeed… Social Movement = people power

Learned from Obama

During the Primaries2006-2008

As the DNC NomineeAug 2008

Post-electionNov 2008 onwards

Goal Position distinctly Call-To-ActionMobilise resources

Resolve and RewardConsolidate

Strategy Focus and Repetition Recruit volunteersProliferate the cause

Thank & reward supportersAdjust expectations

Target Wide electoral base Disaffected Youth and CollegiatesAfrican American & ethnic groups

Include Clinton and McCain voters and ‘old hands’

Tactics Stirring speeches Fund-raisers in local communitiesInternational tour of nations

Collect donations for DNCCollect Feedback

Media Traditional Media;Foundation of non-traditional media

Text/TwitterAll social media and blogs

Website Only*

Affected our political policy, especially

in previous election

Inspired from Obama . . .

Succeed?

Still in transition, so the online

campaign is not fully implemented

WHY?

They forget the strategic phase

and how to implement it

The new Strategic

Communication

Main Strategy

Talk

Connect

EngageCommunity

Participate

The Key Important Factors:

01Knowing Where To Play

» Identifying strategic segments early

»Know thy consumer

02A simple message, well told

» Simple, defined messages» Take the consumer experience» Make it their cause

03Speak to the Heart

»New Media & Touchpoints»Old Media used well

04Your Brand Everywhere

»Try different channel»Converting online chatter

to human interaction

05No Small Change

»Keeping the doors open» Giving social networks the

tools to self-organise

06Building engagement

»Keeping the doors open» Giving social networks the

tools to self-organise

07Evolution of Message Platforms

»Laddering of platforms»Strategy setting in good

time

08Be Prepared To Win

»Post-Launch Build-up»Keeping up consumer

engagement

And the most important

After you started with 2.0, you

should govern with 2.0

The challenge going forward will be to:

• Foster adoption of Web 2.0 functionality in government

• Move beyond a horizontal approach to a networked approach

• Focus on mission-critical activities• Drive towards simplicity

Transparant Participate Collaborate

Study Case:

Study Case:

Kasus

RanahHukum

RanahPolitik

RanahEkonomi

Thank You