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From Kukuriku coalition to Government - the challenges of political online communication

From Kukuriku coalition to Government - the challenges of political online communication

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Published by Tomislav Korman
Variations presented in Umag, Croatia, "Ideja X Festival" (May 2012), in Zagreb, Croatia, "Web Industrija" conference (May 2012), in Budva, Montenegro (June 2012), "Information Technologies and Political Participation”, in Skopje, Macedonia (July 2012), Social Democratic Union of Macedonia.

The Brlog Digital agency was awarded for the Kukuriku online election campaign in the MIXX segment of competition at the IdejaX festival, dedicated to advertising in online/digital channels and in the category of best Brand/Product Launch.

Which new things has the Kukuriku coalition of political parties introduced into the Croatian internet space and in what way? How can we make us of the multimedia and social networks to encourage people to influence campaigns, political decisions and certain fundamental social changes by using such communication channels? We plan to present the image of the internet and the habits of the internet users in Croatia through a prism of politics' perception, voter turnout and relationship with other, traditional media. Moreover, we then plan to explain which social platforms we had used and in what way. We will present the pros and cons of using the new media, as well as the results that are either helpful or not. Everything is illustrated with examples and habits of using internet platforms by political parties in Croatia as well as by campaigns of both the Kukuriku coalition and the Government.
Variations presented in Umag, Croatia, "Ideja X Festival" (May 2012), in Zagreb, Croatia, "Web Industrija" conference (May 2012), in Budva, Montenegro (June 2012), "Information Technologies and Political Participation”, in Skopje, Macedonia (July 2012), Social Democratic Union of Macedonia.

The Brlog Digital agency was awarded for the Kukuriku online election campaign in the MIXX segment of competition at the IdejaX festival, dedicated to advertising in online/digital channels and in the category of best Brand/Product Launch.

Which new things has the Kukuriku coalition of political parties introduced into the Croatian internet space and in what way? How can we make us of the multimedia and social networks to encourage people to influence campaigns, political decisions and certain fundamental social changes by using such communication channels? We plan to present the image of the internet and the habits of the internet users in Croatia through a prism of politics' perception, voter turnout and relationship with other, traditional media. Moreover, we then plan to explain which social platforms we had used and in what way. We will present the pros and cons of using the new media, as well as the results that are either helpful or not. Everything is illustrated with examples and habits of using internet platforms by political parties in Croatia as well as by campaigns of both the Kukuriku coalition and the Government.

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Published by: Tomislav Korman on Aug 29, 2013
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HOW TO COMMUNICATE POLITICS?

GO F**KING ONLINE  
Web is awesome. Politics can be too.

WHO ARE WE? / WHAT WE DO ONLINE CAMPAIGN / HOW AND WHY WE DID IT GOVERNMENT / NOW WHAT? WE HAVE A PLAN WE ARE THE FUTURE / ANY QUESTIONS?
WWW.VLADA.HR

WHO ARE WE? / WHAT WE DO ONLINE CAMPAIGN / HOW AND WHY WE DID IT GOVERNMENT / NOW WHAT? WE HAVE A PLAN WE ARE THE FUTURE / ANY QUESTIONS?
WWW.VLADA.HR

PUBLIC RELATIONS

IVANA GRLJAK
@redlena

ZINKA BARDIĆ
@zinkab

WWW.VLADA.HR

ONLINE TEAM MEMBERS

TOMISLAV KORMAN
@tomislavkorman
Creative geek that loves social media, design, internet, science and politics.

ANA URLIĆ
@ana_esplanada
Postgraduate student of diplomacy.Socialdemocra t. EU enthusiast. Human rights for all. In love with the world.

MARKO BOŽAC
@markobozac
Brucoš EFZG-a, 19, bloger wannabe. Interested in gadgets, technology, youth policy, politics, (social) media, UX, design, web....

FRAN KUŠETA
@frankuseta
18 years, Croatia, politics, internet, U2&Coldplay&eKillers, George Carlin, and so on...

WWW.VLADA.HR

ONLINE TEAM MEMBERS

TOMISLAV KORMAN
@tomislavkorman
Creative geek that loves social media, design, internet, science and politics.

ANA URLIĆ
@ana_esplanada
Postgraduate student of diplomacy.Socialdemocra t. EU enthusiast. Human rights for all. In love with the world.

MARKO BOŽAC
@markobozac
Brucoš EFZG-a, 19, bloger wannabe. Interested in gadgets, technology, youth policy, politics, (social) media, UX, design, web....

FRAN KUŠETA
@frankuseta
18 years, Croatia, politics, internet, U2&Coldplay&eKillers, George Carlin, and so on...

WWW.VLADA.HR

WHO ARE WE? / WHAT WE DO ONLINE CAMPAIGN / HOW AND WHY WE DID IT GOVERNMENT / NOW WHAT? WE HAVE A PLAN WE ARE THE FUTURE / ANY QUESTIONS?
WWW.VLADA.HR

WE

LISTEN

POLITICAL STRATEGY

WWW.VLADA.HR

POLITICAL STRATEGY

TO WIN
WWW.VLADA.HR

POLITICAL STRATEGY
I Kukuriku coalition solely forms the government II Stable majority within the Parliament which guarantees governmental stability III Minimal 42% of the votes

*srpanj 2011.

WWW.VLADA.HR

COMMUNICATION AIMS / STRATEGIC GOALS
Keep the voters of the coalition Take the other available voters Milanović - the best choice for PM Stimulate our voters to go the ballots Preempt the expected negative campaign

*srpanj 2011.

WWW.VLADA.HR

INTERNET

2 270 000 000 internet users

33% 63%

WORLD CROATIA
WWW.VLADA.HR

2 300 000 internet users

* Internet World Stats, prosinac 2012; “Informatička pismenost u Hrvatskoj” – GFK, prosinac 2011, N=1000;

INTERNET IN CROATIA
e most accurate information is on:

INTERNET RADIO TELEVISION WEEKLY NEWSPAPERS MAGAZINES DAILY NEWSPAPERS
* “Hrvatski mediji u očima građana” – Fakultet političkih znanosti Zagreb, 2009, N=1000

45% 39% 35% 31% 30% 24%
WWW.VLADA.HR

“  

ere is an inverse relationship between control and trust. More control, less trust.
David Weinberger, Professor at Harvard University at Web 2.0 guru conference

WWW.VLADA.HR

WHO DO YOU TRUST?

average approval rating of the politicians by the citizens (max 7)

2,2

* “Povjerenje u profesije/institucije” – GFK, prosinac 2011, N=1000

WWW.VLADA.HR

WHO DO YOU TRUST?

5,7
the average con dence in friends (max 7)
* “Povjerenje u profesije/institucije” – GFK, prosinac 2011, N=1000

WWW.VLADA.HR

ADD AS FRIEND
WWW.VLADA.HR

“  

I think this comes down to identity and trust. Identity is the next weapon; the more we know about you, the more we know whether to trust you.
Jeff Jarvis, “What would Google do?”

WWW.VLADA.HR

TOP SITES

google.com facebook.com
youtube.com
index.hr
net.hr
jutarnji.hr

google.hr

* “Top Sites by Country” – Alexa.com, svibanj 2012

WWW.VLADA.HR

“  

Average American actually spends more time consuming news than a decade ago. The average time per visit to news sites continues to drop. Facebook is now the third biggest referral site for news articles.
Chad Garrison, Pew Research Center

WWW.VLADA.HR

SOCIAL MEDIA? OK, I’LL TRUST YOU.

WWW.VLADA.HR

THE IDENTITY: KUKURIKU COALITION
WHAT DO WE WANT?
To acquaint the voters with the coalition, its election program, to motivate them in giving their input to the program during the camping

WHAT RESOURCES CAN WE USE?
Get involved on platforms where the voters are, use the web sites and social media

WWW.VLADA.HR

KUKURIKU ONLINE
social networking site resources

KUKURIKU.ORG

ads

* “Mapa digitalnog ekosustava” –

Brlog, rujan 2011 – agencije B&Ž, Madison, Brlog, Kukuriku online tim

START ‘OFF’ i ONLINE

9/15/2011
WWW.VLADA.HR

START off i online

Povijest / Izazovi i iskustva

KUKURIKU WEB

questions and comments were posted on web page in the rst few hours regarding the Plan 21

500

* “Statistike” – Brlog, rujan 2011

WWW.VLADA.HR

KUKURIKU WEB

Strategije / Analize i ciljevi

pitanja i komentara vezanih uz Plan21 pristiglo je u nekoliko sati od objave stranica i programa

500

* “Statistike” – Brlog, rujan 2011

KUKURIKU NEWSLETTER

18 694
e-mails were collected where afterwards the newsletters were sent
* “Statistike” – Brlog, rujan 2011

WWW.VLADA.HR

SOCIAL MEDIA IS

HUGE

KUKURIKU SOCIAL MEDIA

WWW.VLADA.HR

KUKURIKU SOCIAL MEDIA

WWW.VLADA.HR

LISTEN ENGAGE BE RESPECTFUL HAVE FUN

TWITTER

KUKURIKU ON TWITTER

it is not only the number of characters Twitter allows, but also the synonym for bothway communication

140

WWW.VLADA.HR

KUKURIKU AND TWITTER INTERACTION

50%
of the tweets posted was interaction with the users (out of total 2323 tweets)

WWW.VLADA.HR

KUKURIKU ON TWITTER

19 880
times users mentioned:kukuriku, plan21, izborihr, politikahr, milanovic, kukurikuup
*Podaci Kukuriku online tima, prosinac 2011

WWW.VLADA.HR

FIRST POLITICAL TWITTER INTERVIEW

WWW.VLADA.HR

FIRST POLITICAL TWITTER INTERVIEW

WWW.VLADA.HR

TWITTER WALL ON ALL EVENTS
ENGAGE – OFFLINE AND ONLINE USERS
Wall of Tweets is a simple and engaging solution that enables people attending your event to share their tweets on a big wall in a real-time

RESULTS
At the live events speakers answered the Twitter (and Facebook) questions

* TwWall omogućili : Pet minuta i Brlog

WWW.VLADA.HR

TWITTER: INTERACTION TOOL

WWW.VLADA.HR

TWITTER: FIRST HAND INFORMATION

WWW.VLADA.HR

TWITTER AS AN INFORMATION SOURCE

TWEETUP BECAME KUKURIKUUP
'OFFLINE' MEETINGS WITH THE ONLINE TWITTER USERS
TweetUP with the candidate for PM on a working subject ICT, was the rst one of its kind ever organized in Croatia e TweetUP was organized and planned along with the Twitter users of the initiative @InternetZaSve

#kukurikuup

WWW.VLADA.HR

FACEBOOK

FACEBOOK IN CROATIA

60%
* Facebook, svibanj 2012; Socialbakers, svibanj 2012

WWW.VLADA.HR

FACEBOOK LIKES
e users mostly liked the content which targeted them personaly.

WWW.VLADA.HR

FACEBOOK SHARES

FACEBOOK PHOTOS

e photos were used, apart for the announcements and live coverage, for stimulating interaction among users, i.e. by asking questions on a speci c subject (announcement of the promotional activities of Plan21)

WWW.VLADA.HR

FACEBOOK BANNERS
e FB users were voting for 3 out of 20 slogans for the internet banners. ey could see the chosen banners at the internet sites in the awake of the electoral day.

WWW.VLADA.HR

FACEBOOK ‘CHAT’
‘ONLINE’ vs ‘OFFLINE’
First Facebook ‘dialog’ was organised - broadcasted via videolink. e live chat was broadcasted via many internet sites in Croatia. including the central national TV.

FACEBOOK VIDEO

Atypical political contents has often surpassed the expected reactions

WWW.VLADA.HR

FACEBOOK REACH

WWW.VLADA.HR

FACEBOOK REACH
Last week (weekly total reach):

50%

792 902
50% of all Facebook users reached

WWW.VLADA.HR

YOUTUBE

“  
.

Social networking is still the fastest-growing active social media behaviour online. is is followed by updating a microblog (e.g. Twitter) and uploading video.
Cara Pring , 100 social media statistics for 2012

WWW.VLADA.HR

YOUTUBE VIDEOS

130
139 040 views

WWW.VLADA.HR

YOUTUBE VIDEOS

WWW.VLADA.HR

YOUTUBE INTERAKCIJA
Answers were given via video after every live event.

WWW.VLADA.HR

YOUTUBE VIDEOS

WWW.VLADA.HR

YOUTUBE VIDEOS
Videos with Milanović were most watched.

WWW.VLADA.HR

DON’T FORGET THE DOCUMENTS AND AUDIO

DOWNLOADABLE AND SHARABLE DOCS
Upload and share publicly all of your data and documents.

WWW.VLADA.HR

DOWNLOADABLE AND SHARABLE DOCS

WWW.VLADA.HR

AUDIO IN REAL TIME
Soundcloud made all the podcasts and recordings available in real time. Public statements were online before on radiostations or sites.

WWW.VLADA.HR

FIRST TIME EVER
- recorded public statement which was broadcasted live via internet - organized live Facebook ‘chat’ with the PM candidate - recorded video spot which targeted social media users only - organized TweetUp with the prospective PM on the subject of internet and ICT - used TwiterWall during the promotion of the electoral program throughout the country - politicians were answering questions from social networks via video - social media was used dynamically, on eld, live from events, behind the scenes - online and offline campaign integration at all times
* “Završni izvještaj” – Maja Dodić, prosinac 2011

WWW.VLADA.HR

WE WON
WWW.VLADA.HR

DUDE, SOCIAL MEDIA IS AWESOME. TOLD YOU SO!

WWW.VLADA.HR

WHO ARE WE? / WHAT WE DO ONLINE CAMPAIGN / HOW AND WHY WE DID IT GOVERNMENT / NOW WHAT? WE HAVE A PLAN WE ARE THE FUTURE / ANY QUESTIONS?
WWW.VLADA.HR

GOVERNMENT STARTS ONLINE

12/23/2012

WE STILL LEARN

GOVERNMENT ASKS PEOPLE?
Highest Reach on Facebook ever. 68% had suggestions 18% negative comments

WE ASKED AGAIN

USERS ASKED, WE ANSWERED
Answers abot public budget and tax reform gain attention of TV stations. We got more TV space to communicate our goals.

POLITICIANS SEE THE BENEFITS

POLITICIANS SEE THE BENEFITS

TWEETUP BECOMES VLADAUP

DVOSMJERNOST NA INTERNETU

Strategije / Analize i ciljevi

PRIME MINISTER ANSWERS

MINISTRIES
social networks

web site

questions

suggestions

WHO ARE WE? / WHAT WE DO ONLINE CAMPAIGN / HOW AND WHY WE DID IT GOVERNMENT / NOW WHAT? WE HAVE A PLAN WE ARE THE FUTURE / ANY QUESTIONS?
WWW.VLADA.HR

ANYWAY, THAT’S PRETTY MUCH ALL WE HAVE TO SAY ABOUT SOCIAL MEDIA. BUT WE’D REALLY LOVE TO HEAR WHAT

YOU HAVE TO SAY ABOUT IT.

TELL US WHAT

YOU

THINK

facebook.com/wwwvladahr youtube.com/wwwvladahr ickr.com/wwwvlada soundcloud.com/vladarh twitter.com/vladarh

HOW TO COMMUNICATE POLITICS?

GO F**KING ONLINE  
Web is awesome. Politics can be too.

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