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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.
ELECTION CAMPAIGNS
Is 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.
Posters and
debates
Radio
Television
Web
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
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
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
End of ’90s
New 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, usercentered 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
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
Web 2.0 and social network sites
considered as horizontal power:
Social network
Horizontal distribution
of power
Sites that make possible the cration of
a virtual social network, that facilitates
new connections and the manteinance
of them
This allowed to cancel hierarchies and
communication monopoly by enabling
bidirectional communication
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
Politica e social network:
MEDIA REVOLUTION
FOLLOWING
COMMUNICATIONAL
TRENDS
CITIZEN:
POLITICIAN:
•
• No more unique actor in
the communication
process
• More visibility
•
Gets access to information without
the need of a mass media filter
Gets to participate thanks to
bidirectional communication
WEB
POLITICIAN
CITIZEN/US
ER
Interaction is possible
thanks to the web
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
GROWTH OF THE USE OF SOCIAL
NETWORKS (FACEBOOK) IN
ADMINISTRATIVE ELECTION
Today digital media are vital for
2009/2011
getting elected by a large portion of
voters.
80%
39%
2009
2011
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
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
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.
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
Milano: 2.0 election campaign
MORATTI 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
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
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
AndyViolet
Name of twitter user
thanks to whom this
hashtag was born.
Hashtag #Morattiquotes
Active
participation
Last minute and spontaneous
popular participation popolare
that is a very important social
message beyond this election
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
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
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
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
Twitter profile of candidates
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
Twitter: quantitative analysis
FOLLOWERS
Voters that voluntary follow one or both
(both candidates)
Pisapia: 3.053
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: 129
THE NUMBER OF TWEETS
PUBLISHED ON THE
ACCOUNT OF PISAPIA ARE
THREE TIMES MORE THEN
ON MORATTIS ACCOUNT
Moratti: Use of Twitter without knowing
exactly what to do. Monodirectional use
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
Twitter: semantic analysis
Analizing the content of both accounts we notice differecies in strategic communication
Letizia Moratti
PRESIDENTIAL SELF-IMAGE:
It’s a Major that
«organizes»
« makes
openings»
«has one
mandate»
«is present»
«one
programm»
«has priority»
Ps: hashtags missing
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
Twitter: semantic analysis
Giuliano Pisapia
-KILLING OF COMMUNICATION
BARRIERS AND INVOLVMENT OF THE
ELECTORATE«WE»
«THANK YOU»
«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
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 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
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
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
The satire:
Facebook and all «Pisapia faults»
RED
RONNIE
FB
LiveMi 2011
PEOPLE OF WEB
PISAPIA EFFECT
«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»
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
…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 ????
«I was
speaking of an
ipotetical
«PISAPIA
EFFECT»
• Red tries to find a justification…
The Web sarts to overload
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
…Pisapia Effect
CONSEQUENCES:
• 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.
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
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…..
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
Pisapia effect……
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
different approach.
Giuliano Pisapia
• Awareness of importance of
horizontal power of
communication;
• Interaction with «web citizen»;
• Active use of the internet to
support his campaign
• Polite
The Web
Letizia
Moratti
• Not knowing the Web rules
• Low communication capacity and
linked to the «push-type» of
traditional communication
• Denigration
• «Gaffe» with boomerang
• Strong mobilisation and genial ideas
• Use of language and humor that could
break the already weak electoral campaign
of the center-right party.
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011
...Conclusions
RELATION 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
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
Marketing Politico 2.0: Il caso delle amministrative milanesi 2011