1. Digital*
The Hague, March 2012
*Making it work for you in Public Affairs

2. Today
1. Starting point
2. Supporting traditional PA activities
3. PA+
4. Stumbling blocks

3. 1. Starting point

4. What type of issue?
“We’ve only got an audience of 1,000”
“Only some policy-makers and a few of
other stakeholders care about this issue”
“This issue isn’t on the public radar and
frankly we don’t want it to get there”

6. MEP survey 2011
www.epdigitaltrends.eu
YOUR CONTENT
96% of MEPs visit 92% of MEPs use a
interest group sites search engine every
day

7. 2. Supporting traditional
PA activities

8. Scope of traditional EU advocacy
ii. Establishing
i. Communicating
relationships with
message to policy
policy makers +
makers and
influencers and
influencers
building alliances
iii. Monitoring to keep
track of debate and
identify engagement
opportunities

9. i. Communicating message to
policy makers and influencers

10. MEP survey 2011
96%www.epdigitaltrends.eu
of MEPs 85% of MEPs 78% of MEPs
YOUR CONTENT
visit interest read blogs visit Wikipedia
group sites

11. MEP survey 2011
www.epdigitaltrends.eu
YOUR CONTENT
92% of MEPs use a
search engine every day

12. CONTENT* *Presenting your positions online
DRIVING TRAFFIC*
*Ensuring that target audiences view your positions

13. Content: Fleishman

14. Content Brussels best practice: Pesticides

15. Targeted online advertising

16. Key success factors
Tactics to ensure you
reach your audience
Offer
Offer value
relevance

17. ii. Establishing relationships with
policy makers + influencers
and building alliances

18. MEP survey 2011
www.epdigitaltrends.eu
69% of MEPs use social 34% of MEPs are on
ENGAGEMENT
networks (primarily Twitter (15% growth
Facebook) per year)
www.epdigitaltrends.eu

19. Ryan Heath: “We’re
looking for value in
social media… the
lobbyists are always
the least vocal”

20. Who does Neelie talk to?

21. LinkedIn
community

22. Dedicated online communities for key stakeholders

23. Key success factors
Only bother if you have
critical mass
Again, Offer
offer value relevance

24. iii. Monitoring to identify engagement
opportunities & keep track of debate

25. Free tool: tracking blogs and sites on www.netvibes.com

26. Free tool: multiple Twitter activity on www.tweetdeck.com

27. Pay for tool: monitoring on www.radian6.com

28. In summary…

29. 1

30. 2. PA+

31. The constituent consumer
1. What’s in it for me?
2. What matches my values?

32. Personal safety,
environmental
protection, personal
freedom, well-being etc.

33. More political actors:
a pressure group upsurge

34. A new model of influence
Centralised power
Few political actors
Technical arguments
Rational Emotional
Many political actors
Value-based arguments
Diffuse power
Source: Simon Titley

35. Heard at the EP:
“I’m on your side, but
my constituents are not”
(nor are the papers and blogs they read)

36. The disciplines…
Reputation
Government management
relations
Marketing

37. … are converging
Reputation
Government management
relations
Marketing

38. A new PA model
PA in context
Communications
Public affairs Public affairs = communications that
seek to influence
the opinion and/or actions of
policymakers
Government
relations
Government relations = a PA tactic

39. A new PA model
Future?
Government relations Public affairs centric
centric model model
• Reactive • Proactive
• Short term • Long term
• Tactic dependent • Tactic agnostic
• Issue management • Campaigns
• Local/regional • Global

40. Bidding adieu to
our comfort zone

41. Meaning what?

42. Think (and act)
like campaigners

43. No, our work is not too
cerebral to be emotional

44. Where does
digital fit in?

46. How?
Intelligence
gathering & Delivery
analysis

47. Intelligence Intelligence
gathering & → Delivery
analysis narrative

48. 3.Stumbling blocks
48

49. Resources
49

50. Control
50

51. We want to
be discrete
51

52. How do I make sure
I reach my audience? 52

53. Where do I
start? 53

54. Thanks
54

55. Digital checklist
 Where do you appear in Google (you and your issue(s))
 Your competitors?
 Is your company/issue(s) Wikipedia page appropriate?
 How many people are visiting your issue Wikipedia page
 Do you appear elsewhere i.e. 3rd party content?
 Are people tweeting about you?
 For your issue, do you know the top 5 best blogs & Twitter feeds?
Email: steffen.thejllmoller@fleishman.com Blog: steffenmoller.wordpress.com