1. Digital strategy
@groen
twitter.com/philippebossin

2. Digital strategy
Groen HQ
‣ concepts & values
‣ tools & tactics
‣ 2014
slideshare.net/phil101

3. About me
• @philippebossin
• part-time online comms and digital
strategy @groen
• groen.be, facebook.com/groen.be,
twitter.com/groen

4. Degrees of
involvement
concepts & values

5. Values
Transparency
Authenticity
Participation

6. Degrees of
involvement
One nine ninety
AKA 1% rule

7. “The 1 percent of creators convince the 9 percent of
activists who in turn persuade the other 90 percent of
the people. It’s the 1-9-90 principle of communications”
One nine ninety

8. One nine ninety
90%
9%1%
creators
engagers
audience/lurkers

9. Resulting in
10%
90%
creators
engagers
audience/lurkers
content

10. • Online comments are often not
representative for public opinion
(online fora, hln.be, ...)
• Creators/engagors are having a major
impact on what your average internet
user is reading, watching, etc.
Consequence

11. Strategy
✓ Attract as many creators and engagors
as possible
= indirectly enlarging our audience
✓ Gather audience on our own party
channels = be part of the 1%
(www.facebook.com/groen.be)

12. How?
• creators: invite them to
debate party issues, e-
campaigners
• engagers: produce
sharable info (Q&A, video,
photo)

19. Degrees of
involvement
Degrees of
involvement

20. People don’t easily join a
political party

22. Guaranteed electorate is declining -
decline in party identification
(Groen guaranteed base electorate 3-4%)

23. Swing vote

24. How to get
involvement?
• Make it easy and risk free to participate
• What’s the easiest way to do so?

25. www.facebook.com/groen.be

26. twitter.com/groen

27. youtube.com/accountgroen

28. Strategy: facilitate ‘degrees of
involvement’

29. 6.000.000 Flemish
300.000 Groen voters
+7.000 members
500 elected officials
+21.000 Facebook-fans
voting Groen
social media
attending party event
becoming a member
participating in elections as a candidate
city council, parliament

30. social
media
6.000.000 Flemish
300.000 Groen voters
+7.000 members
500 elected officials
+21.000 Facebook-fans
voting Groen
attending party event
becoming a member
participating in elections as a candidate
city council, parliament

31. Degrees of
involvement
Tools/tactics
> http://slidesha.re/socialmediapolitiek

32. groen.be

34. groen.be

43. email
• ezine (1/week)
• press releases
• wegwijzer (local focus)
• newsflash
• 25/05/2014

44. email

45. Facebook

46. Demographics
2013
2012

47. Impact

50. http://bvlg.blogspot.be/

52. http://goo.gl/ibd1xE

53. Evolution

55. Foursquare.com/groen

56. Degrees of
involvement
Smartphone app

57. GroenLinks Brabant

58. UK Greens
policy matchmaker

59. UK Conservative
Party
swingometer

60. US Democrats

61. Features:
• Election Central: campaign HQ
• Alerts: pushmessages
• Up-to-the-Minute News
• Find Events
• Photos and Video
• Discussion Points
• Call Congress

63. Degrees of
involvement
Online platform?

64. mijn.s-p-a.be

65. My BO

66. Pawlently Action

67. Degrees of
involvement
2014

68. Campaign center

69. Campaign center

70. Degrees of
involvement
Extra

71. 2012 http://goo.gl/l1b14
http://goo.gl/czEQg

72. Yes We Did
by Rahaf Harfoush

73. Degrees of
involvement
Comments?
#samenbeterdoen