2010 Capital Staffers Index A Trans-Atlantic Analysis of Digital Media’s Impact on Shaping Policy Presented December 2, 2010
Research Methodology & Objectives StrategyOne surveyed 271 senior staff members from key capitals in the U.S. and Europe to determine the perceived value of the Internet as a tool for policymakers to connect with local residents and communities; determine the credibility and trust associated with social media networks; and compare the Internet’s influence on policymakers internationally. The overall margin of error is +6.0% in 95 out of 100 cases. Capital City
Audience
N size
Data Collection Dates
Washington, D.C., United States
U.S. Congressional staff
51
September 30 – October 8, 2010
London, United Kingdom
U.K. Parliament staff
50
October 5-11, 2010
Brussels, European Union
European Parliament staff
67
October 5-15, 2010
Paris, France
French Assembly staff
53
October 1-16, 2010
Berlin, Germany
Bundestag staff
50
October 7-19, 2010
2
Conversations are Once Again En Vogue
Adoption of new communication tools such as text, blogs, and Facebook has more than doubled in the past three years Used this three years ago Text Messaging
Blogs
Instant Messaging
35 %
65 %
16 % 84 % 15 % 85 %
Using this today 45 %
55 %
45 %
55 %
54 %
46 %
50 %
50 %
48 %
52 %
38 %
14 % 72 %
86 % 7 % 93 %
Will use this in the next three years
62 %
62 % 28 %
38 %
62 %
55 %
Following an explosion of advanced communication tools in the last three years, staffers see more incremental adoption going forward
38 %
Yes No
45 %
Thinking about several different technologies, please indicate whether or not your Member was using them to communicate with constituents on key issues three years ago, is using them now, and will be using them three years from now.
4
The impact of digital communication has made significant gains, enhancing traditional outreach Reaching Constituents % Effective One-on-one meetings Television appearances Speaking events Newspaper columns Radio appearances Websites Press releases Television advertising Print advertising Op-eds Online videos Blogging Radio advertising Online advertising Micro blogging Podcasting Text messaging
2009
2010
Change
95% 92% 91% 85% 85% 82% 76% 61% 61% 60% 51% 46% 46% 32% 22% n/a n/a
90% 93% 90% 86% 85% 82% 79% 47% 48% 66% 42% 52% 42% 31% 33% 41% 37%
-5 +1 -1 +1 --+3 -14 -13 +6 -9 +6 -4 -1 +11 n/a n/a
Traditional Channel
Reaching Members % Effective
2009
2010
Change
Written letters
90%
88%
-2
E-mails
87%
92%
+5
In-person visits
86%
88%
+2
Telephone calls
85%
83%
-2
Member’s blog/website
31%
72%
+41
Member’s social network
22%
37%
+15
Micro blogging/Twitter
7%
15%
+8
Mobile interaction
n/a
32%
n/a
Comments on YouTube
n/a
14%
n/a
Digital Communication
Paid Media 5
E-mails continue to be effective, yet staffers are realizing the greater impact of social media outlets % Total Effective
2009
2010
84%
88% 86% 96% 91% 96%
94% 82% 88% 88%
Emails
Through a Member's Facebook page
40%
41%
15% 22%
26% 46%
3%
25% 32%
42%
16% Through Twitter
Through a Member's blog
25% 22% 16%
9% 7% 0% 4%
2% 12% 16% 18%
+1 +11 +24 +22 +10
U.S. U.K.
European Parliament France
+9 +13 +9 +2 +8
Germany
82% *2010: Member’s website
30% 35%
+4 -8 +14 +3 ++8
70% 60% 62%
54% When constituents contact your member, how effective are the following modes of contact?
6
+66 +52 +30 +27 90% +36
Mobile interaction with Members is also seen as effective, especially in Continental Europe
% Total Effective 27% U.S.
24% 39%
Mobile interaction through applications or text messages
U.K.
30%
38%
European Parliament
25%
France
14% 15%
Comments posted on YouTube
Germany
4% *Both questions asked in 2010 only
12% When constituents contact your Member, how effective are the following modes of contact?
7
Staffers in the U.S. differed from colleagues abroad in their assessment of paid media U.S.
% Total Effective (US-only)
Global
86%
Television Advertising
70%
+16
75%
Radio Advertising
62%
+13
65%
Print Advertising
64%
+1
57%
Online Advertising
38%
2010
+19
2009
8
A Time and a Place for Everything
Staffers are more voyeurs than participants
Read policy-related blogs, but do not contribute or comment
50%
Advise your Member on the use of online social media
49%
Read non-policy related blogs. But do not contribute or comment
37%
Write original blog posts / publish a blog on policy-related topics
18% 13%
Comment on other policy-related blogs Write original blog posts / publish a blog on non-policy related topics Comment on other non-policy-related blogs None of these
7% 6%
Read
Write/ Publish
Policy-related blogs
50%
18%
-32
Non-policyrelated blogs
37%
7%
-30
22%
Which, if any, of the following activities do you do?
10
Social media and social network access peaks at lunchtime and after the normal work day Online News Sites
Blogs
Social media
Social networks
64% 56% 53%
48%
50%
49%
47% 44%
46% 42%
46% 46% 35%
31% 28% 24% 17%
24% 19%
19% 16%
12%
11%
Before 9am
9am-10am
13%
10am-11am
24%
22%
15%
11am-12pm
18%
18%
20% 18%
22%
23%
23%
16%
15%
15%
29%
17%
12pm-1pm
13%
14%
13%
13%
12%
1pm-2pm
2pm-3pm
3pm-4pm
4pm-5pm
5pm-6pm
When during the day do you normally access the following types of sites?
11
After 6pm
Prior to 10am, staffers rely on traditional online news sources. However, after 10am their attention shifts to social media, with sizable spikes at noon and after 6pm Spike
All social digital (blogs, media, networks)
Traditional online news/information gathering
110%
Online News Sites
Social media/information gathering Spike 66%
64% 56%
56%
55%
53%
58%
52%
51%
50% 46%
53%
53%
48%
50%
49%
47% 44%
Before 9am
51%
9am-10am
10am-11am
11am-12pm
12pm-1pm
1pm-2pm
2pm-3pm
46% 42%
3pm-4pm
When during the day do you normally access the following types of sites?
4pm-5pm
5pm-6pm
12
After 6pm
Traditions are Hard to Break
The leading policy information sources online are websites of newspapers 2009
2010
What are the top online information sources that you trust for policy analysis?
14
Last year, staffers indicated they trust online news and newspaper sites the most for policy analysis 2009 United Kingdom
United States
France
European Parliament
Germany
What are the top online information sources that you trust for policy analysis?
15
The leading online policy information sources remain websites of newspapers (non-specific) 2010 European Parliament
United Kingdom
United States
France
Germany
What are the top online information sources that you trust for policy analysis?
16
Advocacy with a Local Flavor
Mobilizing support from grassroots and advocacy groups, is no longer a U.S. phenomenon
Letters from voters
67% 72% 73%
36%
78% 63%
Letters from local community leaders
44%
55% 58% 51%
Emails
25%
45%
10%
20% 20% 20%
58% overall
70%
66%
56% overall
81%
52%
Days when individual constituents visit your office
Online petitions
65% overall
34%
52%
55%
61%
55% overall
66% U.S. U.K. European Parliament France Germany
20% overall
When hearing from [grassroots groups / local advocacy groups], which THREE of the following things do you pay the most attention to?
18
Staffers want to see how foreign-based companies are creating jobs and benefitting local communities in their countries 35% 36% 36% 34%
Having a local spokesperson demonstrate both the direct and indirect number of jobs this company creates in your country
22% 25%
Having a local spokesperson demonstrate the benefit this company brings to local communities in your country
32% 33%
6% Having a local spokesperson demonstrate the direct number of jobs this company creates in your country Having a local spokesperson demonstrate the financial impact this company creates through taxes, etc
Having a local spokesperson demonstrate the revenue generated for your country’s government in taxes, duties, and other fees
4%
9%
4% 4%
0%
0%
6% 8%
4% 2%
27%
12% 12% 15%
16%
33% overall
45%
29% overall
13% overall
6% overall 6% overall
When meeting with representatives of companies based outside your own country, which of the following is the best approach?
U.S. U.K. European Parliament France Germany
19
International outlets do not draw much attention; staffers want to focus on what’s going on in their Member’s country/district When it comes to policy issues, staffers turn to their own national outlets
51% 68% 67%
National outlets
77% 72%
10% 23%
47%
67%
22% Local outlets
1% 23% 28% 2%
National outlets that focus on your member's country Local outlets that focus on your member's region International outlets that focus on multiple countries
U.S.
10%
U.K.
31%
International outlets
EU
0% 0%
When a policy issue is being discussed in the media, which of the following sources do you tend to pay more attention to?
France Germany
20
Independent research and succinct messaging is the most credible vehicle for lobbyists Research conducted by non-governmental organizations
28%
One-page briefing overviews
Research conducted by industry groups
Blogs
22% 22%
6% 10% 12%
3% 4% 2% 6% 4% 7% 0% 4%
59% 63%
45% overall 42% overall
57% 57%
40% 34% 33% 42% 37% 28% 30%
28%
51% overall
41%
24% 24%
Editorials in newspapers
Advertising
50% 48%
25% 26% 26%
Whitepapers written by university academics
Third-party constituent polling
61% 56% 58%
54% 56%
34%
U.S. U.K. European Parliament France Germany
When you meet with lobbyists, which THREE of the following things do you pay the most attention to?
21
Strategic Recommendations Respect the old and the new Traditional and digital public affairs are morphing
Apply cultural shading to social media Match the most acceptable digital tools with the market
Timing is everything Guide your outreach with the daily digital access trend
Mobilization knows no bounds Advocacy building is embraced on both sides of the Atlantic and should not be overlooked
Succinct, supported messages are the most impactful Concise messaging, backed up by independent research
Tell the complete contribution story Members want to know an organization’s social and economic footprint
22
National Scorecards
Summary of United States Staffer Data
% Total Effective
Member Effectiveness of Outbound Digital Communications Websites Online videos Blogging Online advertising Micro blogging Podcasting Text messaging
% Total Effective
Constituent Effectiveness of Inbound Digital Communications
E-mails Member’s blog/website Member’s Facebook page Mobile interaction Twitter Comments posted on YouTube
Constituent
Most Trusted Online Sources for Policy Analysis
2009
2010
Change
86% 76% 50% 38% 40% n/a n/a
88% 59% 59% 57% 51% 43% 31%
+2 -17 +9 +19 +11 n/a n/a
Member
2009
2010
Change
Newspapers
3%
22%
+19
CQ
6%
20%
+4
Congressional Research Service
13%
16%
+3
Politico
8%
14%
+6
The New York Times
13%
8%
-5
Members’ Digital Usage
2009
2010
Change
84% 16% 40% n/a 16%
88% 82% 41% 27% 25%
+4 +66 +1 n/a +9
n/a
25%
n/a
65%
Blogs
61% 47%
Text messaging Instant messaging
45%
82%
33%
Using today
57% 53% 63% 63% Will use 3 years from now 24
U.S. staffers are most interested in reading policyrelated blogs
Read policy-related blogs, but do not contribute or comment
49%
Read non-policy related blogs, but do not contribute or comment
41%
Advise your Member on the use of online social media Comment on other policy-related blogs
18% 6%
Write original blog posts / publish a blog on non-policy related topics
4%
Comment on other non-policy-related blogs
4%
Write original blog posts / publish a blog on policy-related topics
2%
None of these
Read
Write/ Publish
Policy-related blogs
49%
2%
-47
Non-policyrelated blogs
41%
4%
-37
33% United States Which, if any, of the following activities do you do?
25
U.S. data suggests staffers access social media and networks for personal reasons; access is highest outside of work Online News Sites
Blogs
Social Media
Social Networks
69% 61% 57%
59% 55%
55%
53%
49% 45%
43%
28% 24% 18%
16%
43% 39%
31% 27% 24%
25%
24%
22%
22%
20%
20%
23%
23%
18%
16%
20%
18%
14% 10% Before 9am
10% 9am-10am
10am-11am
11am-12pm
24%
24%
22% 20%
46%
12pm-1pm
1pm-2pm
8%
8%
8%
2pm-3pm
3pm-4pm
4pm-5pm
6% 5pm-6pm
United States When during the day do you normally access the following types of sites?
26
After 6pm
Summary of European Parliament Staffer Data
% Total Effective
Member Effectiveness of Outbound Digital Communications Websites Blogging Online videos Podcasting Text messaging Online advertising Micro blogging
% Total Effective
Constituent Effectiveness of Inbound Digital Communications
E-mails Member’s blog/website Member’s Facebook page Mobile interaction Twitter Comments posted on YouTube
Constituent
Most Trusted Online Sources for Policy Analysis
2009
2010
Change
75% 45% 62% n/a n/a 38% 27%
78% 51% 45% 42% 36% 34% 33%
+3 +6 -17 n/a n/a -4 +6
Member
2009
2010
Change
Newspapers
4%
16%
+12
EurActiv
11%
13%
+2
Commission website
n/a
10%
n/a
Research
n/a
9%
n/a
Think tank / Google
3%
7%
+4
Government website
2%
7%
+5
Members’ Digital Usage
2009
2010
Change
82% 30% 22% n/a 7%
96% 60% 46% 39% 16%
+14 +30 +24 n/a +9
n/a
15%
n/a
Text messaging Twitter Blogs Instant messaging
Using today
49%
63%
45%
39%
34%
43%
40% 24%
36% 28% Will use 3 years from now 27
More than one-half of European Parliament staffers advise their Members on the use of online social media Advise your Member on the use of online social media
66%
Read policy-related blogs, but do not contribute or comment
49%
Read non-policy related blogs, but do not contribute or comment
28%
Write original blog posts / publish a blog on policy-related topics
19%
Comment on other policy-related blogs
18%
Write original blog posts / publish a blog on non-policy related topics Comment on other non-policy-related blogs None of these
10% 6%
Read
Write/ Publish
Policy-related blogs
49%
19%
-30
Non-policyrelated blogs
28%
10%
-18
10% European Union Which, if any, of the following activities do you do?
28
European Parliament staffers take time during their lunch hour and after work to access their social networks and social media Online News Sites
Blogs
Social Media
Social Networks
76%
54%
51%
48%
43% 39%
18%
12%
Before 9am
10% 9am-10am
42%
42%
16%
13%
7% 10am-11am
46% 37%
24%
13% 10%
40% 36%
31% 19%
40%
22% 15%
18% 15%
15%
13%
25%
10% 6%
10%
4% 11am-12pm
12pm-1pm
13% 4% 1pm-2pm
10% 2pm-3pm
12% 7% 3pm-4pm
7% 4pm-5pm
5pm-6pm
European Union When during the day do you normally access the following types of sites?
29
After 6pm
Summary of Germany Staffer Data
% Total Effective
Member Effectiveness of Outbound Digital Communications Websites Blogging Text messaging Podcasting Online videos Micro blogging Online advertising
% Total Effective
Constituent Effectiveness of Inbound Digital Communications
E-mails Member’s blog/website Member’s Facebook page Mobile interaction Twitter Comments posted on YouTube
Constituent 2009
2010
Change
84% 32% n/a n/a 44% 10% 26%
90% 50% 46% 40% 40% 36% 32%
+6 +18 n/a n/a -4 +26 +6
Member
Most Trusted Online Sources for Policy Analysis
2009
2010
Change
Newspapers
18%
26%
+8
Spiegel online
14%
22%
+8
Bundestag
19%
18%
-1
Research/Notes of analysis
n/a
18%
n/a
FAZ
n/a
10%
n/a
Members’ Digital Usage
2009
2010
Change
88% 54% 32% n/a 4%
96% 90% 42% 38% 12%
+8 +36 +10 n/a +8
n/a
12%
n/a
60%
66%
56%
Text messaging
34%
Twitter Blogs
28%
Instant messaging
8%12%
Using today
56% 38% 32%
Will use 3 years from now 30
A majority of Germany staffers also advise Members on the use of online media, yet a sizeable number also read both policy- and non-policy-related blogs
Advise your Member on the use of online social media
68%
Read policy-related blogs, but do not contribute or comment
50%
Read non-policy related blogs, but do not contribute or comment Comment on other policy-related blogs Write original blog posts / publish a blog on policy-related topics
42% 16% 14%
Write original blog posts / publish a blog on non-policy related topics
8%
Comment on other non-policy-related blogs
6%
None of these
Read
Write/ Publish
Policy-related blogs
50%
14%
-36
Non-policyrelated blogs
42%
8%
-34
14% Germany Which, if any, of the following activities do you do?
31
Germany staffers also access social digital media on a regular basis Online News Sites 76%
Blogs
Social Media
Social Networks
74% 66%
66%
62%
64%
66%
68%
68% 58%
50%
52%
50% 46%
44%
28% 22%
24%
50%
50%
48%
44%
26%
26%
42%
28%
26%
24% 20%
50% 42%
22%
16% 14%
Before 9am
16%
9am-10am
18% 14%
14%
14%
14%
10am-11am
11am-12pm
12pm-1pm
1pm-2pm
18%
16%
16% 12%
2pm-3pm
3pm-4pm
4pm-5pm
5pm-6pm
Germany When during the day do you normally access the following types of sites?
32
After 6pm
Summary of France Staffer Data
% Total Effective
Member Effectiveness of Outbound Digital Communications
Most Trusted Online Sources for Policy Analysis
2009
2010
Change
Websites
77%
77%
--
Blogging
64%
74%
+10
Podcasting
n/a
47%
n/a
Online videos
36%
38%
+2
Text messaging
n/a
32%
n/a
Micro blogging
16%
19%
+3
Constituent
% Total Effective
Constituent
Effectiveness of Inbound Digital Communications
E-mails Member’s blog/website Mobile interaction Member’s Facebook page Comments posted on YouTube Twitter
Member
2009
2010
Change
Press online
n/a
45%
n/a
Le Monde
24%
28%
+4
Figaro
18%
25%
+7
Liberation
17%
11%
-6
Government websites
n/a
9%
n/a
Members’ Digital Usage
2009
2010
Change
88% 35% n/a 3%
91% 62% 30% 25%
+3 +27 n/a +22
n/a
4%
n/a
0%
2%
+2
60%
Blogs
64%
47%
Facebook Instant messaging
79%
77%
Text messaging
32%
55% 42%
13% 28%
Using today
Will use 3 years from now 33
Compared to staffers in other countries, France staffers are most likely to write original, policyrelated blog posts Read policy-related blogs, but do not contribute or comment
70%
Advise your Member on the use of online social media
66%
Read non-policy related blogs, but do not contribute or comment
45%
Write original blog posts / publish a blog on policy-related topics Comment on other policy-related blogs
40% 9%
Read
Write/ Publish
Write original blog posts / publish a blog on non-policy related topics
6%
Policy-related blogs
70%
40%
-30
Comment on other non-policy-related blogs
4%
Non-policyrelated blogs
45%
6%
-39
None of these
13% France Which, if any, of the following activities do you do?
34
France staffers access social digital media throughout the work day Online News Sites
Blogs
Social Media
Social Networks
81% 72%
58% 53% 45% 38%
38% 32%
34%
32%
26%
25%
30%
47%
32%
49%
47%
30%
43%
43%
32%
32%
26%
9am-10am
25% 17%
10am-11am
25%
23%
23%
15%
15%
15%
11am-12pm
12pm-1pm
1pm-2pm
25% 21%
2pm-3pm
42%
32%
23%
15%
Before 9am
45%
19%
3pm-4pm
23%
21% 17%
17%
4pm-5pm
5pm-6pm
France When during the day do you normally access the following types of sites?
25%
35
After 6pm
Summary of United Kingdom Staffer Data
% Total Effective
Member Effectiveness of Outbound Digital Communications Websites Text messaging Online advertising Podcasting Online videos Blogging Micro blogging
% Total Effective
Constituent Effectiveness of Inbound Digital Communications
E-mails Member’s blog/website Member’s Facebook page Mobile interaction Twitter Comments posted on YouTube
Constituent 2009
2010
Change
37% n/a 6% n/a 4% 7% 6%
76% 40% 32% 32% 30% 28% 26%
+39 n/a +26 n/a +26 +21 +20
Member
Most Trusted Online Sources for Policy Analysis
2009
2010
Change
BBC
19%
28%
+9
Newspapers
4%
14%
+10
Research/notes of analysis
n/a
14%
n/a
The New York Times
5%
8%
+3
News sites
n/a
8%
n/a
Members’ Digital Usage Blogs
2009
2010
Change
94% 18% 15% 9% n/a
86% 70% 26% 22% 24%
-8 +52 +11 +13 n/a
n/a
14%
n/a
40%
68%
50%
54%
46%
58%
54%
44%
Text messaging Instant messaging
Using today
44%
48% Will use 3 years from now 36
The majority of U.K. staffers rarely read blogs or write original blog posts
Read policy-related blogs, but do not contribute or comment
30%
Read non-policy related blogs, but do not contribute or comment
30%
Advise your Member on the use of online social media
20% 16%
Comment on other policy-related blogs Write original blog posts / publish a blog on policy-related topics
12%
Comment on other non-policy-related blogs
12%
Write original blog posts / publish a blog on non-policy related topics None of these
4%
Read
Write/ Publish
Policy-related blogs
30%
12%
-18
Non-policyrelated blogs
30%
4%
-26
44% United Kingdom Which, if any, of the following activities do you do?
37
All sources follow the same time trends in the U.K.; staffers’ access to online sources increases dramatically after work Online News Sites
Blogs
Social Media
Social Networks
54% 52% 48%
42%
40%
38%
36% 32%
30% 26%
24%
12%
14%
12% 8% 6%
10%
4%
6%
2% Before 9am
0%
9am-10am
10am-11am
22%
12% 10%
10% 6%
6% 11am-12pm
12pm-1pm
1pm-2pm
22%
8%
8%
6%
24%
6%
6% 6%
4%
4%
4%
2pm-3pm
3pm-4pm
4pm-5pm
2% 5pm-6pm
United Kingdom When during the day do you normally access the following types of sites?
38
After 6pm
Jere Sullivan jere.sullivan@edelman.com
+202-772-4035
Sparky Zivin sparky.zivin@strategyone.net +202-326-1708
Merci! Danke! Thank you !