Digital principles from the US presidential campaign applied to our far smaller pond

November 12, 2012

My colleague from Fleishman-Hillard in Washington DC, Bill Black, was in Brussels a couple of weeks ago to host an event on the use of digital in the US presidential campaign. Good thing that Obama was triumphant, given that the presentation centred on extolling the phenomenal development of the digital element of his campaign since the last election. It’s getting less air-time given that it’s so 2008, but certainly, the campaign’s use of data in particular is truly ground-breaking.

I was asked to round off the presentation with a couple of brief insights on how the principles of the campaign could be applied to Brussels. Slightly tricky given the considerable differences in scale, critical mass, funding and the fact that we had people with drastically different communications needs in the room (political parties through to embassies and perm reps through to corporates).

Nonetheless, there were 3 points in Bill’s presentation which are unquestionably applicable to Brussels, which I summarised as follows:

Using data

Data can also extremely valuable to a Brussels crowd, albeit usually for a different reason. In the US campaign, as with most large campaigns, the prime purpose of mining data is to understand audiences so as to better target them. In Brussels, in most instances, we know our audiences pretty well, or they’re so small that we can find out about them using more cost effective means (a survey or even just asking them directly). However, exploring and breaking down data can pay great dividends in another way, namely building stronger argumentation.

In short, if you represent the interests of an organisation, country, party, region etc. you can use data collected through various means online to understand the views of people in relevant constituencies, and where relevant, align your position so that it reflects these same views, thus strengthening your case significantly. Too often in Brussels, argumentation is based on assumption, or what you’d like people to hear, or it’s too basic to actually matter. In the private sector, how many organisation, for instance, prattle on about the number of people they employ or the percentage of European GDP they account for?

Instead, imagine you’ve used data to determine – hypothetically – that there are 3,000 people in constituency X who have voiced support for you or are likely to support your position, proven through data indicating what these people have said, published, read and shared. I’m sure some people concerned with privacy will shudder, but there’s sure no better argument winner. In addition, analysing a broader set of stakeholders through data can help identify influencers beyond traditional stakeholder groups.

Smarter about content

Old news no doubt but still worth emphasising: with the mass of information being published, being more personal, conversational and publishing material in a variety of attractive, relevant and concise content types is essential if you wish to break through the clutter. This as ever remains a message worth repeating in Brussels, where we remain enthralled by the highly cerebral, overly detailed report or paper as the sole publication type worth thinking about.

Getting senior people involved in social

Again, hardly rocket science, but an interesting insight from the election. The likes of Axelrod were far more involved in social media this time around than in 2008, and this resulted in more stuff being shared and spread. To be frank, although social media lowers the barrier to entry to communications, often allowing people who are smart and interesting yet not high in the food chain to gain an audience, the fact remains that high-profile people usually carry more immediate clout when engaged in communications. This is a valuable lesson to the organisations in Brussels, both public and private, who farm off social media to the intern or even a 3rd party, when ideally, the figureheads of an organisation should at least be somewhat involved.

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