1. Digital, digital, digital* September 2011 @ *Making it work for you in Brussels

2. Today Starting point Supporting your traditional activities It’s a tad different now though Doubts and stumbling blocks Real-world stuff (if we have time)

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. 80% of MEPs visit interest group sites every week 92% of MEPs use a search engine every day MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT

7. 2. Supporting your traditional activities

8. Scope of traditional EU advocacy

9. i. Communicating message to policy makers and influencers

10. 63% of MEPs read blogs every week 78% of MEPs visit Wikipedia every week 80% of MEPs visit interest group sites every week MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT

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

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

13. Content: Fleishman Brussels

14. Content client sample: ISOPA

15. Content Brussels best practice: Pesticides

16. Online advertising Legislative Office, International Affairs, Government Administration,Executive Office, Political Organization, Government Relations, Public Policy, Non-Profit Organization Management Total clicks: 199 Total cost: 326 USD Work in the European Commission, European Parliament and Council of Ministers OR live in Brussels are above the age of 22 and have interests in the European Union, politics and energy Total clicks: 234 Total cost: 23 Euro Anyone in Brussels and major capitals who search for: Energy efficiency, eu energy policy, renovate europe, guenteroettinger, hedegaard Total clicks: 515 Total cost: 517 USD

17. ii. Establishing relationships with policy makers and influencers

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

22. iii. Building alliances to strengthen position and generate support

23. LinkedIn community

24. Allies on Twitter

25. iv. Monitoring to identify engagement opportunities & keep track of debate

26. MEPs tweeting

27. Tracking blogs and sites

28. 2. It’s a tad different now though

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

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

31. More political actors: a pressure group upsurge

32. 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

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

34. The disciplines…

35. … are converging

36. Meaning what?

37. Think (and act) like campaigners

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

39. Where does digital fit in?

40. Digital allows “Every company is now a media company”

41. How? Intelligence gathering & analysis Delivery

42. Intelligence gathering & analysis Delivery Intelligence -> narrative Insights CONTENT STRATEGY

43. 3. Doubts and stumbling blocks

44. Resources

45. Internal support

46. Angry people (i.e. backlash)

47. IT (or legal) won’t let us

48. 3. Real world stuff

49. Guardian crowdsourcing

50. Crisis mitigation: Dell Hell

51. Mobilisation: Hank the angry dwarf

52. Thanks

53. 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