marketing politico 2.0: il caso delle amministrative milanesi 2011

Marketing Politico 2.0: Il caso delle amministrative milanesi 2011

POLITICAL MARKETINGSpecific markting branch which treats particularly political marketing

issues. Political parties needs to gain consensus of their voters like corporations with their customers.

ELECTION CAMPAIGNSIs an organized effort which seeks to influence the decision making process within a specific group. The evolution of this effort went parallel to changes in mass media.

WebTelevision RadioPosters

and debates


Election campaigns:• 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


End of ’90sNew communication approach

beside traditional media:

POLITICAL COMMUNICATION ON THE WEB

(after web 2.0)

Web 2.0 It’s a loosely defined intersection of web application features that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. It allows user to interact with each other ina social media dialogue in a virtual community, in contrast to websites where users are limited to passive viewing


Web 2.0 and social network sites considered as horizontal power:

Social networkSites that make possible the cration of a virtual social network, that facilitates new connections and the manteinance of them

Horizontal distribution of

power

This allowed to cancel hierarchies and communication monopoly by enabling bidirectional communication


Politica e social network:MEDIA

REVOLUTION FOLLOWING

COMMUNICATIONAL TRENDSPOLITICIAN:

• No more unique actor in the communication process

• More visibility

CITIZEN:• Gets access to information

without the need of a mass media filter

• Gets to participate thanks to bidirectional communication

WEB

CITIZEN/USERPOLITICIAN

Interaction is possible thanks to the web


GROWTH OF THE USE OF SOCIAL NETWORKS (FACEBOOK) IN ADMINISTRATIVE ELECTION 2009/2011

2009

2011

39%80%

Today digital media are vital for getting elected by a large portion of voters.

As a research of VOX POLITICA, -observatory to monitor communications on the Web -, we notice as in the administrative election 2009 the usage of social media sites grew strongly for the political competitors.Facebook has been the most widely used instruments to connect with own voters


Politics and Web: Milan and the administrative election 2011 GENERAL

CHARACTERISATION:• The turning point in Italian political communication• Adaptation to the logic of the Web• Communication from the bottom to support the official campaign;• Relationship and partecipation;• Creativity • Irony e satire

but also....

• Comunication errors;• Low to adaptetion to networking;• Falied attempts;• Denigration.


Milano: 2.0 election campaignMORATTI vs PISAPIA

One battle of click, friends and

twittering

• Both of the candidates have made massive use of social network sites but with different approaches and also different results


Twitter, a lively ground 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

AndyVioletActive

participation

Hashtag #MorattiquotesName of twitter user thanks to whom this hashtag was born.

Hastag #Morattiquotes : tecnically it’s a «meme», something that becomes suddenly known thanks to the advertising made by twitter to this Hastag. Every single Hashtag comes from a political message and becomes an ironical message in every important moment of this electoral camaign

Last minute and spontaneous popular participation popolare that is a very important social message beyond this election


Comparison of the Twitter profile of both candidates:BIOGRAFY Starting page in which you

can find general information regarding the profile you like to follow

PISAPIA: he speaks about his past, present and future thanking in particular his staff. Few words that reflects his way of life

MORATTI: cold and essential, you can find only the link to her preregistered website


Twitter profile of candidates


Twitter: quantitative analysis

FOLLOWERS(both candidates)

Voters that voluntary follow one or both

Pisapia: 3.053

Moratti: 129

It’s very important to note that Pisapia follows 429 persons with wich he interacts regularly, in contrast to the exiting major who doesn’t follow anybody.

Moratti: Use of Twitter without knowing exactly what to do. Monodirectional use

THE NUMBER OF TWEETS PUBLISHED ON THE ACCOUNT OF PISAPIA ARE

THREE TIMES MORE THEN ON MORATTIS

ACCOUNT


Twitter: semantic analysis Analizing the content of both accounts we notice differecies in strategic communication

Letizia MorattiPRESIDENTIAL SELF-IMAGE:

It’s a Major that« makes openings»

«is present»«organizes»

«has one mandate

»

«one programm»

«has priority»

Ps: hashtags missing


Twitter: semantic analysis Giuliano Pisapia

-KILLING OF COMMUNICATION BARRIERS AND INVOLVMENT OF THE ELECTORATE-

«WE»«YOU»

«THANK YOU»

• Use of many hashtag;• Retweet of tranding topics of

users, saying thank you for collaboration.

He shows that he has the capacity to involve voters


Twitter and the il case of the mosque «via Puppa» in «Sucate»

@LetiziaMoratti, il quartiere Sucate dice NO alla moschea di via Giandomenico Puppa!!! Sindaco #rispondimi #Sucate.The staff answers seriously to the question

«Nessuna tolleranza per le moschee abusive. I luoghi di culto si potranno realizzare secondo le regole previste dal nuovo progetto

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


…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

Guida Lonely Planet guide of «Sucate» cityHighway exit of «Sucate»


The satire: Facebook and all «Pisapia faults»

RED RONNIE

LiveMi 2011FB

PISAPIA EFFECT

PEOPLE OF WEB

«The first example of the changing wind in Milan: LiveMi Event will be cancelled. Saturday 21 mai 21, in Galleria del Corso. This could have been the beginning of LiveMI 2011 (and if Pisapia will win it will be cancelled from the cities projects). It gives artistic space to bands and joung artists with own music. Instead of that Pisapia is thinking of a big concert with Jovanotti, Ligabue e Irene Grandi. This to give voice to who has not»


…Rede Ronnie, «Pisapia effect», satire:• Reactions in and outside of the Web:

How is it possible that withou beeing

elected Pisapia could cancel LiveMi-

Event ????

• Red tries to find a justification…

«I was speaking of an ipotetical «PISAPIA EFFECT»

The Web sarts to overload


…Pisapia Effect

• Strong growth of like on Facebook of Red just to be able to leave comment on his profile;

• The strategy of his communicatin counsel becomes a boomerang;

• Satire and pages full of post that become absurd just form making fun of this event.

CONSEQUENCES:


Pisapia Effect

• Pisapia is so comunist that when he was a baby he tried to eat himself;

• Pisapia said he loves me, than I found him with my best friend.

• Bin Laden is alive and sustains Piasapia

• It was Pisapia telling to Moratti to slander himself

…. E tante altre ancora…..


Pisapia effect……


Conclusions:• Web 2.o and culture of

participation • Massive use of social

networks, but with different approach.Giuliano Pisapia

Letizia Moratti

• Awareness of importance of horizontal power of communication;

• Interaction with «web citizen»;

• Active use of the internet to support his campaign

• Polite

• Not knowing the Web rules

• Low communication capacity and linked to the «push-type» of traditional communication

• Denigration• «Gaffe» with boomerang

The Web• Strong mobilisation and genial

ideas• Use of language and humor that

could break the already weak electoral campaign of the center-right party.


...ConclusionsRELATION WITH USER

• PERFET CHARACTERISTICS IN PISAPIA COMMUNICATION

• STILL A PROBLEM FOR Ex MAJOR MORATTI

The Answer arrived within few hours

The answer has still to arrive


…ConclusionsNOT 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

marketing politico 2.0: il caso delle amministrative milanesi 2011

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