helmut metzner on liberal e-democracy

Political Communications in the IT-Age, 4 December 2007

Helmut Metzner, Head Department of Political and International Affairs

FDP

Liberal e-Democracy:

Digital media in the communications strategy and practice of the FDP



Our Brand Identity

Brand Essence:

liberal

optimistic

modern

Values & Attributes:

- honesty

- clearness

- self-confidence

- tolerance

- diversity

- humanity

Performances &Benefits:

- liberalism

- free market economy

- individuality

- transparency

- willingness to perform

- citizen-orientated

- enthusiasm

- reliability

- substance/content

Campaigning for political success Strategy Campaigns Tools




Our Brand Identity

Brand Essence:

liberal

optimistic

modern

Values & Attributes:

- honesty

- clearness

- self-confidence

- tolerance

- diversity

- humanity

Performances &Benefits:

- liberalism

- free market economy

- individuality

- transparency

- willingness to perform

- citizen-orientated

- enthusiasm

- reliability

- substance/content

Our Strategy




Our Strategy

- to initiate election and permanent campaigning

- to intensify personification

- to communicate goals and values constantly

- to extend political issues and political goals

- to enthuse and stimulate new target groups

- to be an active part at all political levels

- to offer a lot of opportunities to get into dialogue with us




Our Strategy

- to initiate election and permanent campaigning

- to intensify personification

- to communicate goals and values constantly

- to extend political issues and political goals

- to enthuse and stimulate new target groups

- to be an active part at all political levels

- to offer a lot of opportunities to get into dialogue with us

Brand essence and strategy charaterize all campaigns and implementation of measures and tools.



433 reports about in Deutschland…

…only 2 reports about FDP!




Our liberal family: More activities than ever!

Press releases:

Nationwide events:

Parliamentary proposals/initiatives:

319

über 100

ca. 180





Our Campaigns: Election for the German Bundestag 2005

Classical election campaign dominated by personification and goals.




Our Campaigns: "Selbstdenker " – Kampagne ("self-thinker " campaign)

Testemonial campaign via internet to gain new party members.




Our Campaigns

Permanent campaigns constantly evoke awareness for liberal politics.



• new types of membership

• vivid grass roots campaigning

• campaigning as main instrument

• party networks for individual benefit

• Ausbau der Vorfeldarbeit

• Umbau der Geschäftsstellenarbeit

• modern workshops

• improving party regulations/law

• national organisation –

federal agenda setting

• political framework


On the road to a people‘s movement: Commission Parteireform!




A success story: Nr. 1 source of information




Tools: Internet Portal www.fdp.de

Success story: "Portal Liberal“ is the entrance area to substantial information and various dialogue opportunities.




Tools: my.fdp.de

"My.fdp" is our virtual community that provides services, tools for self-presentation of members, information, forums and competitions.



It is worth joining the fdp – not only politically.




Individual Newsletter




X

X

XX





Tools: You Tube Channel

The FDP You Tube Channel helps to spread liberal beliefs. User can directly get into dialogue.




Tools: Special events for special target groups, chats and service lines to stay in touch.



Most growing mempership!

60000

62000

64000

66000

68000

70000

2000 2001 2004 2006

2.159 new members

competing parties loose members, liberals grow




FDP

Thank you for listening!

Any questions?

Good success with your campaigning!

helmut metzner on liberal e-democracy

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