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LOBBY 2.0 USING SOCIAL MEDIA TO MAKE YOUR CASE


INSTITUTIONS ARE LOOSING POWER • Lobbying has been based on very powerful national states, Governments and institutions • Now? Increasingly weaker decision makers • Decision making process is global and based on “a network of responsibilities” • Connected citizens are becoming part of this process


LOBBYING 1.0 • Aimed to influence legislation • Tries to meet the right person to make their case in a one-to-one relationship • Establishes coalition building among interests • Needs little transparency : PR campaigning oriented to influence decision-makers


LOBBY 2.0 IS A NEW APPROACH TO INTEREST REPRESENTATION The internet as a platform that… • • • • • •

Provides tools to influence legislation Can enable an open conversation with stakeholders Helps grassroots movements to influence policy-making Suggests ideas Fosters greater transparency of interests and messages Fuels social media to self-empower anyone and any organization Lobbying 2.0 is about conversation, not negotiation


2.0 LOBBYING: SOME EXAMPLES


RETHINKING NUCLEAR POWER: CAN OBAMA WIN OVER HOMER SIMPSON ?


NUCLEAR ENERGY Lobbying the parliaments or the governments is less useful than

Listening Listeningto toconcerns, concerns,empowering empoweringlocal local communities, communities, discuss discusswith withthem them, ,activating activating credible crediblescientific scientificcommunities communitiesand andpoints pointsof of view, view, describing describingalternatives, alternatives,opening openingdata dataon on security securityand andprivate privateinterests interests AAlong, long,uncertain uncertaintwo-way two-waycommunication communication process, process, Not Notaacampaign campaign


NEEDING A NEW APPROACH

A real, transparent, personalized, participatory conversation to implement it


US Dept. of Energy : includes industry , stakeholders and communities in the process of Open Government


ITALY: LAW 2X V.A.T. ON PPV • 2008 govt decided to double V.A.T. ON pay TV from 10 to 20 % • Strong PR reaction: articles, letters to MP, media etc. • The new thing : several fb pages, by customers, on line petition appeared and started a grassroots campaign • New media helped to amplify and broaden the audience


BUT… • Nonetheless the new law has been enforced • The supporters (also customers) of PPV platform regretted that the company transferred the cost to them. While through other channels, the company launched different offers (price cuts) • If you enter in a direct conversation you get the audience, but you lose control on it • You cannot quit


IS MR BERLUSCONI = ANY USER UPLOADING VIDEOS ON THE NET? •

In 2010 a bill tried to impose the same rules and limits for on-line video platforms as for traditional TV platforms…

Imposing to YouTube, as to any individual uploading a video, the same rules working for Mr. Berlusconi’s or Mr. Murdoch’s TV companies

A matter of interest for big on line corporations

Life or death for millions of bloggers and internet users uploading video


THE CHOICE HAS BEEN: LET THE PEOPLE PREVAIL • Big companies remained silent • Bloggers took the initiative • Associations of small service providers • Connected individuals on fb and twitter • Some of them quite critical toward online companies • Many proposals • The bill has been amended


LOBBYING 2.0 To Make your case :  Be transparent  Stay grassroots  Lose control  Join the conversation  Enhance the conversation  Respect the conversation  Find crowdsourced solution


LOBBY 1.0: THANK YOU FOR SMOKING

LOBBY 2.0: THANK YOU FOR TAKING THE POWER


Thank you for your attention.

Massimo Micucci President of Reti Spa


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