Global Deck: 2011 Capital Staffers Index

2011 Capital Staffers IndexA Global Analysis of Digital Media’s Impact on Shaping PolicyNovember 2011

Research methodology and objectives

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This survey tests the perceived value of various communication strategies as tools for policymakers to connect with local residents and communities; determines the credibility and trust associated with social media networks; and compares the Internet’s influence on policymakers internationally.

Washington, DC Congress 50

Ottawa, CA Parliament 25

Mexico City, MX Congress 50

Buenos Aires, AR Congress 50

Brasilia, BR Congress 50

London, UK Parliament 91

Brussels. BE Parliament 51

Paris, FR Assembly 50

Berlin, DE Bundestag 50

New Delhi, IN Parliament 55

Beijing, CN Congress 20

The overall margin of error is +4.2% in 95

out of 100 cases.

StrategyOne surveyed 542 senior staff members from key capitals around the world from September 26 to October 31, 2011.

From Policy Issue to Policy Priority

“It’s the Economy Stupid” & “All Politics is Local”

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How important are each of the following in turning a policy issue into a policy priority for you?

95% 95%86% 84% 77%

Outside research and briefing overviews play an

important role when staffers meet with lobbyists

4

When you meet with lobbyists, which THREE of the following things do you pay the most attention to?

academicwhitepapers

NGOResearch

one pagebriefings

editorials industrygroups

polls ads blogs

Making Life EasierEvidence-based analysis is important

5

Present clear analysis with evidence 23%

Be focused on message 20%

Know the issue 11%

Don’t be overwhelming/fewer e-mails 7%

Better communication 6%

Use more technology 4%

Better cooperation 4%

Personal contact 3%

Local support 2%

Schedule meetings in advance 1%

What is the ONE thing that advocacy groups or lobbyists could do that would do the MOST to make YOUR job easier?(Open ended)

Top Two Factors

Fact Supported Messaging

Top Two Factors

Fact Supported Messaging

Which ONE of these is typically the reason why a public affairs campaign fails?

Campaign “Fail Factors”

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Poor mes-sage

23%

Poorly de-signed

strategy

14%

Limited support

12%

Poor spokesman

11%

Narrow corporate in-terests

11%

Small & narrow coalition

8% Weak media relations

8%Poorly exe-

cuted adver-tising

7%No studies

that support goals

4%Weak team

2%

Advocacy is Personal

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When hearing from local advocacy groups, which of the following things help that group ’s cause, and which of the following hurt that group’s cause?

constituentoffice visits

communityleader letters emailsvoter

letterslocal

editorialssocialmedia

onlinepetitions

Effectiveness of reaching members through social networks and Twitter is growing,

rapidly approaching more traditional modes that maintain their lead

8

Traditional Channel Digital Communication Paid Media

*2010 for Through a member’s website and Mobile interaction through applications or text messagesWhen constituents contact your member, how effective are each of the following modes of contact?

Reaching Members% Total Effective

2009 2010 2011Change from 2009*

In-person visits with constituents N/A N/A 94% --Constituent-sent e-mails 87% 92% 85% -2Telephone calls 85% 83% 83% -2Written letters 90% 88% 81% -9Through a member’s website N/A 72% 79% +7Newspaper columns N/A N/A 72% --In-person visits with a professional lobbyist N/A N/A 70% --Television appearances N/A N/A 70% --Through a trade association N/A N/A 64% --Press releases N/A N/A 62% --Radio appearances N/A N/A 62% --Through a member’s Facebook, Orkut or other social network profile 22% 37% 54% +32Op-eds N/A N/A 54% --Television advertising N/A N/A 47% --Print advertising N/A N/A 45% --Mobile interaction through applications or text messages N/A 32% 44% +12Through Twitter 7% 15% 41% +34Radio advertising N/A N/A 40% --Comments posted on YouTube N/A 14% 30% --

The internet is a driver in informing and shaping

policy issues

9In the last 30 days, have you:

81%in 2009

67%NO

Changed your position on a policy issue, based on something you read online (globally)

Energized

33%YES

Learned about a public policy issue for the first time online (globally)

Educated

60%YES

54%in 2009 40%

NO 19%in 2009

46%in 2009

Globally, the effectiveness of Twitter and social networks are experiencing

the most significant growth

10When constituents contact your member, how effective are each of the following modes of contact?

Current Member use of Facebook and Twitter is already outpacing

last year’s forecast for three-year growth

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Thinking about several different technologies, please indicate whether or not your Member was using them to communicate with constituents on key issues 3 years ago, is using them now, and will be using them 3 years from now.

+8+8

Twitter’s ability to provide news and politics is a large

factor motivating who staffers choose to follow

12If you use Twitter, please select each of the types of people YOU follow on Twitter?

The focus on members of the

media highlights a

need for focus on direct media

relations

The focus on members of the

media highlights a

need for focus on direct media

relations

A majority of staffers use Twitter as an issues and news first alert

system

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Thinking just about Twitter, which ONE of the following do you feel is the biggest benefit you get from using Twitter?

There is a clear desire to influence the

flow of information: using Twitter

to receive news quickly

and call attention to

issues bypasses traditional

news sources and allows

staffers to act as a source of information

themselves.

There is a clear desire to influence the

flow of information: using Twitter

to receive news quickly

and call attention to

issues bypasses traditional

news sources and allows

staffers to act as a source of information

themselves.

Twitter Use by Country(60% Overall)

Designing the Perfect Campaign

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Tell a Compelling Story

Master NarrativeStatistics

AnecdotesConcise, impactful supporting content

Take the issue onlineSearch optimizationCompelling content

Tweets & blogs

Personalize Your OutreachGrassroots/Advocacy

Constituent letters/e-mailsMember outreach days

Business/Community leader testimonials

Supplement Traditional with DigitalGovernment relations

Media relationsTwitter/Facebook

Social media/blogs/websites

Make it relevantNational Economics/Local Impact

Analysis and research White Papers

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2011 Capital Staffers IndexA Global Analysis of Digital Media’s Impact on Shaping PolicyNovember 2011

16

AppendixNational Score CardsNovember 2011

Summary of United States%

Tot

al E

ffecti

veM

embe

rs’ D

igita

l U

sage

Effectiveness of Inbound Digital Communication 2009 2011 Change

Constituent-sent e-mails 84% 78% -6

Through a member’s website n/a 74% - -

Through Twitter 16% 40% +24

Through a member’s Facebook, Orkut or other social network profile 40% 38% -2

Comments posted on YouTube n/a 30% - -

Mobile interaction through applications or text messages n/a 26% - -

Top Twitter

Members of the media 48%

Political professionals 48%

Bloggers 40%

Legislative Colleagues 38%

Federal Government Entities 38%

Local Interest Groups 33%

Constituents 31%

Community Organizations 26%

% F

ollo

w o

n Tw

itter

Top

3 Tw

itter

Ben

efits

Summary of United Kingdom%

Tot

al E

ffecti

veM

embe

rs’ D

igita

l U

sage


Constituent-sent e-mails 94% 97% +3


Through a member’s Facebook, Orkut or other social network profile 15% 41% +26




Top Twitter



Bloggers 73%





Constituents 28%

% F

ollo

w o

n Tw

itter

Top

3 Tw

itter

Ben

efits

Summary of Brussels (European Union)%

Tot

al E

ffecti

veM

embe

rs’ D

igita

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sage








Top Twitter



Bloggers 54%





Constituents 25%

% F

ollo

w o

n Tw

itter

Top

3 Tw

itter

Ben

efits

Summary of France%

Tot

al E

ffecti

veM

embe

rs’ D

igita

l U

sage



Constituent-sent e-mails 88% 70% -18




Through Twitter 0% 16% +16%

Top Twitter





Bloggers 56%



Constituents 31%

% F

ollo

w o

n Tw

itter

Top

3 Tw

itter

Ben

efits

Summary of Germany%

Tot

al E

ffecti

veM

embe

rs’ D

igita

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sage








Top Twitter

Constituents 67%






Bloggers 20%


% F

ollo

w o

n Tw

itter

Top

3 Tw

itter

Ben

efits

Summary of India%

Tot

al E

ffecti

veM

embe

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igita

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Top Twitter




Bloggers 23%



Constituents 19%


% F

ollo

w o

n Tw

itter

Top

3 Tw

itter

Ben

efits

Effectiveness of Inbound Digital Communication 2011

Constituent-sent e-mails 89%

Mobile interaction through applications or text messages 78%

Through a member’s website 69%

Through a member’s Facebook, Orkut or other social network profile 51%

Through Twitter 40%

Comments posted on YouTube 36%

Summary of Argentina%

Tot

al E

ffecti

veM

embe

rs’ D

igita

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sage

Top Twitter

Constituents 21%







Bloggers 0%

% F

ollo

w o

n Tw

itter

Top

3 Tw

itter

Ben

efits





Through Twitter 62%



Summary of Brazil%

Tot

al E

ffecti

veM

embe

rs’ D

igita

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sage

Top Twitter






Constituents 38%

Bloggers 34%


% F

ollo

w o

n Tw

itter




Through Twitter 68%




Top

4 Tw

itter

Ben

efits

Summary of Mexico%

Tot

al E

ffecti

veM

embe

rs’ D

igita

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sage

Top Twitter



Constituents 5%





Bloggers 0%

% F

ollo

w o

n Tw

itter





Through Twitter 82%



Top

3 Tw

itter

Ben

efits

Summary of China%

Tot

al E

ffecti

veM

embe

rs’ D

igita

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sage

Top Twitter



Constituents 15%

Bloggers 15%





% F

ollo

w o

n Tw

itter







Through Twitter 30%

Top

3 Tw

itter

Ben

efits

Summary of Canada%

Tot

al E

ffecti

veM

embe

rs’ D

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Top Twitter



Constituents 58%





Bloggers 29%

% F

ollo

w o

n Tw

itter





Through Twitter 56%



Top

3 Tw

itter

Ben

efits

Global Deck: 2011 Capital Staffers Index

News & Politics

Transcript of Global Deck: 2011 Capital Staffers Index