© Actionist 2014 1

© Actionist 2014

Digital Strategist and Owner

Actionist, Deasign Russia, Fröjd

Interactive and Intaktus.

Press secretary and social media

strategist at Swedish Union

of Tenants.

© Actionist 2014 3

1 000 000 members Established in 1915 800 Employees Governmental task to negotiate rents !

© Actionist 2014

Using Social Media to Influence the Political Agenda

#FLERHEM

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The Swedish Housing Situation

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33% OF SWEDES AGED 18 TO 24

LACK A HOME OF THEIR OWN. AND THE NUMBER IS INCREASING.

#flerhem | The Background

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In a culture where young adults want to become independent by the age of 18 living with their parents lead to not only frustration

but also a lack of personal development.

On a socio-economic point of view young people miss out on the opportunity of working where there are jobs, studying where there are universities and

living with their partner.

#flerhem | The Background

© Actionist 2014

WHAT TOOK US HERE?

?Not

prioritised on the

political

Slow

Complex regulations

WHAT TOOK US HERE?

?Not

prioritised on the

political

Slow

Complex regulations

#flerhem | The Background

© Actionist 2014

The top priority question for the Swedish Union of tenants is therefore

Putting the lack of housing on the political agenda prior to Swedish election 2014.

#flerhem | The Background

© Actionist 2014

The Challenge

WHEN WE STARTED OUR COLLABORATION OUR MAIN CHALLENGE WAS TO REACH OUT WITH

THE INFORMATION ABOUT THE HOUSING SITUATION, INVOLVE THE POPULATION AND

THROUGH THEIR ENGAGEMENT PUT PRESSURE ON THE POLITICIANS.

#flerhem | The Challenge

© Actionist 2014

HOW CAN WE USE DIGITAL MEDIA IN ORDER TO ENGAGE THE SWEDISH POPULATION,

POLITICIANS AND OTHER STAKEHOLDERS -DURING A HIGHLY COMPETITIVE ELECTION

YEAR?

#flerhem | The Challenge

© Actionist 2014

© Actionist 2014

With no media budget.

!

#flerhem | The Challenge

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Our Solution

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IN ORDER TO RAISE AWARENESS

AND GIVE VOICE TO THE PEOPLE WE

LAUNCHED #FLERHEM

(#MOREHOMES)

#flerhem | The Solution

#FLERHEM WORKS AS A SOCIAL HUB THAT GATHERS TWEETS AND INSTAGRAM IMAGES

AND OPENS UP FOR DISCUSSIONS ABOUT THE HOUSING SITUATION ON A WIDE SPECTRA, REGARDLESS OF POLITICAL STANDPOINT.

#flerhem | The Solution

© Actionist 2014

© Actionist 2014

BY ENGAGING INFLUENTIAL

OPINION LEADERS ON TWITTER WE SOUGHT TO PUT

PRESSURE ON THE POLITICIANS IN

CHARGE

#flerhem | The Solution

© Actionist 2014

HOW DID WE CREATE ENGAGEMENT?

We tweeted directly to opinion leaders

We kept the discussion

alive through several

campaigns

We created continuous and relevant content in social media

We used the hashtag

throughout all

digital communicatio

n

#flerhem | The Solution

© Actionist 2014

#flerhem | The Solution

© Actionist 2014 All rights reserved

When we reached a high

engagement we went on a tour

around the biggest cities in the country and projected the tweets and images on

famous land marks.

#flerhem | The Solution

© Actionist 2014 All rights reserved

To sum up the activities - with

a strong democratic agenda we invited the

housing minister to fly with us. All he needed was 10 000 clicks!

#flerhem | The Solution

© Actionist 2014

The Results

THE ENGAGEMENT WAS HIGH WITH THOUSANDS OF TWEETS AND INSTAGRAMS WHICH WAS

WIDELY SPREAD IN SOCIAL MEDIA.

#flerhem | The results

© Actionist 2014

© Actionist 2014

The hashtag was embraced and used by swedish politicians and

important opinion leaders.

!

#flerhem | The results

THE INVOLVEMENT HAS BEEN CONSTANT AND THE HASHTAG IS ESTABLISHED IN POLITICAL DISCUSSIONS REGARDING SWEDISH HOUSING

POLICY.

#flerhem | The results

© Actionist 2014

© Actionist 2014

The swedish housing policy was one of the most discussed subjects

prior the election.

!

#flerhem | The results

#flerhem | The results

© Actionist 2014

#FLERHEM REACHED 2,3 MILLION PEOPLE.

APPROXIMATELY 25% OF THE

SWEDISH POPULATION.

© Actionist 2014

SPASIBA!