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Marketing Politico 2.0: Il caso delle amministrative milanesi 2011

Marketing Politico 2.0: Il caso delle amministrative milanesi 2011. POLITICAL MARKETING. Specific markting branch which treats particularly political marketing issues . Political parties needs to gain consensus of their voters like corporations with their customers .

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Marketing Politico 2.0: Il caso delle amministrative milanesi 2011

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  1. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 POLITICAL MARKETING Specificmarktingbranchwhichtreatsparticularlypolitical marketing issues. Political parties needs to gain consensus of theirvoterslikecorporations with theircustomers. ELECTION CAMPAIGNS Is an organizedeffortwhichseeks to influence the decisionmakingprocesswithin a specificgroup. The evolution of thiseffortwentparallel to changes in mass media.

  2. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 • Electioncampaigns: • Can be influenced • Features of modernization: • Americanisation; • Secolarisation of politics; • Multiplication of media resources; • Professionalisation of politics NEED OF A MORE PROFESSIONAL APPROACH: BIRTH OF POLITICAL MARKETING

  3. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 End of ’90s New communicationapproachbesidetraditional media: POLITICAL COMMUNICATION ON THE WEB (after web 2.0) Web 2.0 It’s a looselydefinedintersection of web applicationfeaturesthat facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. Itallowsuser to interact with eachother ina social media dialogue in a virtual community, in contrast to websiteswhereusers are limited to passive viewing

  4. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Web 2.0 and social network sitesconsideredashorizontalpower: Sitesthatmakepossible the cration of a virtual social network, thatfacilitates new connections and the manteinance of them Social network Horizontaldistribution of power Thisallowed to cancelhierarchies and communicationmonopolyby enablingbidirectionalcommunication

  5. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Politica e social network: MEDIA REVOLUTION FOLLOWING COMMUNICATIONAL TRENDS • CITIZEN: • Getsaccess to information without the need of a mass media filter • Gets to participatethanks to bidirectionalcommunication • POLITICIAN: • No more uniqueactor in the communicationprocess • More visibility Interactionispossiblethanks to the web

  6. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 GROWTH OF THE USE OF SOCIAL NETWORKS (FACEBOOK) IN ADMINISTRATIVE ELECTION 2009/2011 Todaydigital media are vital for gettingelected by a large portion of voters. 80% As a research of VOX POLITICA, -observatory to monitor communications on the Web -, wenoticeas in the administrativeelection 2009 the usage of social media sitesgrewstrongly for the political competitors. Facebookhasbeen the mostwidelyusedinstruments to connect with ownvoters 39%

  7. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Politics and Web: Milan and the administrativeelection 2011 GENERAL CHARACTERISATION: • The turningpoint in Italianpoliticalcommunication • Adaptation to the logic of the Web • Communication from the bottom to support the officialcampaign; • Relationship and partecipation; • Creativity • Irony e satire • butalso.... • Comunicationerrors; • Low to adaptetion to networking; • Faliedattempts; • Denigration.

  8. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Milano: 2.0 electioncampaign MORATTI vs PISAPIA Onebattle of click, friends and twittering • Both of the candidateshave made massive use of social network sitesbut with differentapproaches and alsodifferentresults

  9. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Twitter, a livelyground of challenge: • BOTH CANDIDATES VERY ACTIVE • ACTIVE PARTCIPATION FROM THE «WEB CITIZEN» TO THE POLITICAL DEBATE • MULTIPLICATION OF COMMENTS AND CRITICS ON VARIOUS CANDIDATES • CONTRIBUTION IN ORIENTING THE ELECTORAL CAMPAIGN AndyViolet Hashtag #Morattiquotes Active participation Name of twitteruserthanks to whomthishashtagwasborn. Hastag #Morattiquotes : tecnicallyit’s a «meme», somethingthatbecomessuddenlyknownthanks to the advertising made by twitter to thisHastag. Every single Hashtagcomes from a politicalmessage and becomes an ironicalmessage in everyimportant moment of thiselectoralcamaign Last minute and spontaneouspopularparticipation popolare thatis a veryimportant social messagebeyondthiselection

  10. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Comparison of the Twitterprofile of bothcandidates: Starting page in whichyou can find general information regarding the profileyoulike to follow BIOGRAFY PISAPIA: he speaksabouthispast, present and future thanking in particularhis staff. Fewwordsthatreflectshis way of life MORATTI:cold and essential, you can findonly the link to herpreregistered website

  11. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Twitterprofile of candidates

  12. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Twitter: quantitative analysis FOLLOWERS (bothcandidates) Votersthatvoluntaryfollowone or both It’sveryimportant to note thatPisapiafollows 429 personswith wich he interactsregularly, in contrast to the exiting major whodoesn’tfollowanybody. Moratti:Use of Twitterwithoutknowingexactlywhat to do. Monodirectional use Pisapia: 3.053 Moratti: 129 THE NUMBER OF TWEETS PUBLISHED ON THE ACCOUNT OF PISAPIA ARE THREE TIMES MORE THEN ON MORATTIS ACCOUNT

  13. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Twitter: semanticanalysis Analizing the content of both accounts wenoticedifferecies in strategiccommunication Letizia Moratti PRESIDENTIAL SELF-IMAGE: It’s a Major that «ispresent» « makes openings» «organizes» «oneprogramm» «hasone mandate» «haspriority» Ps: hashtagsmissing

  14. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Twitter: semanticanalysis Giuliano Pisapia -KILLING OF COMMUNICATION BARRIERS AND INVOLVMENT OF THE ELECTORATE- «WE» «THANK YOU» «YOU» • Use of manyhashtag; • Retweet of trandingtopics of users, sayingthankyou for collaboration. He shows that he has the capacity to involve voters

  15. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Twitter and the il case of the mosque «via Puppa» in «Sucate» THE STAFF OF THE CENTER-RIGHT PARTY TRYS TO FIND NEW VOTERS AND NEW CREDIBILITY AND DECIDES TO ESTABLISH ONE OWN HASHTAG FOR ANSWERS TO CITIZEN QUESTIONS: #RISPONDIMI @LetiziaMoratti, il quartiere Sucate dice NO alla moschea di via Giandomenico Puppa!!! Sindaco #rispondimi #Sucate. The staff answersseriously to the question «Nessuna tolleranza per le moschee abusive. I luoghi di culto si potranno realizzare secondo le regole previste dal nuovo progetto

  16. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 …Twitter/»Sucate» • MOST POULAR HASHTAG IN ITALY • STRONG VIRALISATION IN OTHER SOCIAL NETWORK; • GREAT CRATIVITY BY OTHER USERS: DIGITAL HIT PARADE WAS MADE OUT OF THIS TWITTER-EVENT Highway exit of «Sucate» Guida Lonely Planet guide of «Sucate» city

  17. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 The satire: Facebook and all «Pisapiafaults» LiveMi 2011 FB RED RONNIE PEOPLE OF WEB PISAPIA EFFECT «The first example of the changingwind in Milan: LiveMiEventwill be cancelled. Saturday 21 mai 21, in Galleria del Corso. Thiscouldhavebeen the beginning of LiveMI 2011 (and ifPisapiawillwinitwill be cancelled from the citiesprojects). Itgivesartisticspace to bands and joungartists with own music. Instead of thatPisapiaisthinking of a big concert with Jovanotti, Ligabue e Irene Grandi. This to give voice to whohasnot»

  18. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 …Rede Ronnie, «Pisapiaeffect», satire: • Reactions in and outside of the Web: «I wasspeaking of an ipotetical «PISAPIA EFFECT» How isitpossiblethatwithoubeeingelectedPisapiacouldcancelLiveMi-Event ???? • Redtries to find a justification… The Web sarts to overload

  19. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 …PisapiaEffect CONSEQUENCES: • Strong growth of like on Facebook of Redjust to be able to leave comment on his profile; • The strategy of hiscommunicatincounselbecomes a boomerang; • Satire and pages full of post thatbecomeabsurd just formmakingfun of thisevent.

  20. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 • PisapiaEffect • Pisapiais so comunistthatwhen he was a baby he tried to eathimself; • Pisapiasaid he loves me, than I foundhim with my best friend. • Bin Laden isalive and sustainsPiasapia • ItwasPisapiatelling to Moratti to slanderhimself • …. E tante altre ancora…..

  21. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Pisapiaeffect……

  22. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 Conclusions: • Web 2.o and culture of participation • Massive use of social networks, but with differentapproach. Letizia Moratti Giuliano Pisapia • Notknowing the Web rules • Lowcommunicationcapacity and linked to the «push-type» of traditionalcommunication • Denigration • «Gaffe» with boomerang • Awareness of importance of horizontalpower of communication; • Interaction with «web citizen»; • Active use of the internet to supporthiscampaign • Polite • Strong mobilisation and genialideas • Use of language and humor thatcould break the alreadyweakelectoralcampaign of the center-right party. The Web

  23. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 ...Conclusions • PERFET CHARACTERISTICS IN PISAPIA COMMUNICATION • STILL A PROBLEM FOR Ex MAJOR MORATTI RELATION WITH USER The Answerarrivedwithinfew hours The answerhasstill to arrive

  24. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 …Conclusions NOT ONLY GOOD COMMUNICATION IN PIASAPIA’s ELECTORAL SUCCESS • PARTICULAR ADMINISTRATIVE ELECTION TRANSFORMED IN REFERENDUM FOR/AGAINST BERLUSCONI • CENTER RIGHT HAS ALLTOGETHER LOST 80 THOUSAND VOTES • THE MILAN LEFT SIDE GAINED SAME AMMOUNT OF VOTES AS 2006 ELECTION: WITH FERRANTE THE RADICAL LEFT HAD ABSTAINED; • MORATTI HAS NO FEELING WITH THE MILAN CITIZEN • MILAN VOTER WHERE TIRED OF EX-PREMIER PROMISES AND HIS ATTIDTUDE OF PROTAGONISM

  25. Marketing Politico 2.0: Il caso delle amministrative milanesi 2011 GRAZIE PER L’ATTENZIONE

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