4. Spanish electoral system
o Parliamentary System:
- Head of State / Head of Government
- Bicameral Congress
- Indirect democratic system
- Non-proportional system: Law D'Hont
o Provincial constituencies (50)
6. Major elected offices European
National
Regional
Local
Reelection Allowed, undefined.
Percentage limite on presidential elections NO
Importance of Poitical Parties High
How do parties select their candidates? ¿? Internal elections without oposition
Voting Non mandatory
Election for: Congress
Senate
Parties funding Mainly from the government and affiliates
Campaigns limits (time, money) 15 days. Depending to the number of
votes
15. Elections date moved
to 11/20 (anounced 29/07)
Nothing matters. Neither the country,
nor the institutions, the people, nothing…
The important things are the personal rates,
‘the box’ (banks)….
And not this one precisely.
The elections were advanced 4 months, the
Institutionallity sets back 200 years.
17. Mariano Rajoy Brey
o Politically experienced.
o 8 years in opposition.
o Party calm after major
crises.
o Favorable surveys but
assessment below 5.
18. Alfredo Pérez Rubalcaba
o Clever and
Machiavellian fame.
o Zapatero’s Vice
President and Minister
of Interior.
o Felipe Gonzalez’s
Minister and
spokesman.
20. (Join the change)
o The traditional campaign, avoiding the verdict.
o The change (poster and slogan) despite being often
repeated.
o No big promises.
o No appearances in the media.
21. (Fight for what you want)
o No strategy.
o Agresive campaign
o Alfredo or Mr. Rubalcaba.
o With Rubalcaba.
o The final sprint: micro-acts.
24. Online strategy
o General strategy
o 6 pilars:
– Coordinated campaign:
– Campaign customization
– Vote to the president
– Strategy development:
– We did not work by ourselves.
– Integrated in the campaign team.
– Integral presence:
– Channels
25. Online Campaign Results
Daily mentions to each Party on Social Media
(showing voting intention)
33. YouTube
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
“Rajoyistas por el mundo 1”
“Rajoyistas por el mundo 2”
“Rajoyistas por el mundo Rajoy responde(taxista)
3” “Rubalcaba,“Rubalcaba: escuchar, hacer, explicar” proclamación”
sí” “Acto de “Pelea por lo que quieres”
4 Videos most seen by 21 November 2011
42. Conclusion
• Lessons learned • Predictions
1. Strategy, don´t lose 1. A very hard time
your way 2. Back to the streets
2. Primaries could be a 3. New parties or new
good idea approach inside the
3. Take care of your parties.
people
