Rudd and Abbott Use Social Media For Election. 7 Things to Watch

We're off and running to the ballot box.

Prime Minister Kevin Rudd has set 7 September as the date for Australians to go to the polls to choose a new government.

In the 2007 and 2010 elections social media was seen as something of a novelty. That makes 2013 Australia's first real social media poll because Australians are now terminally addicted to social through devices, phones, laptop and desktops.  In fact there has never been a more connected and potentially better informed electorate than today's voters.

Preparing for the upcoming battle the Labor Party recently hired three top American social media types who worked on the 2012 Obama campaign.  You'll recall that campaign set the gold standard for politics and social media.

So as we start the Election trail, how do the chief contenders rate on social media?

PM Rudd starts with a well established social media presence.   He's been in that space a long time. He has 1.3 million followers on Twitter and tweeted over 9500 times.  On Facebook he has almost 94 000 likes.  That's impressive, and the tone and level of his conversations on both platforms shows Rudd is comfortable with new media.

Mr Abbott starts the Election campaign with only 148 000 Twitter followers and 1350 tweets. His Facebook following of around 39 000 fans is almost one third of Rudd's numbers. In comparison Abbot's social conversations come across as more formal than Rudd's dialogue and at this stage Abbott does not show much online interaction with others. Still it is early days!

Interestingly both Labor and Liberal Parties have similar numbers of Youtube subscribers (around 3500 each).  This is likely to grow with many predicting Youtube will be where it all happens as the parties turn negative as they invariably do during Australian elections. 

Over the next five weeks it will interesting to see how both contenders adapt and adjust to social media.  

So keep a mouse ready and eye out to see how the two candidates use these new channels in their bids to win high office.  

Among the things that would indicate the candidates are serious about social, are their:

• Frequency of using social media to get their Election messages out.
• Level of interaction with followers and fans or do they stick with one way conversation?
• Cross linking to others' commentary such as media and third party endorsements to portray credibility.
• Ability to persuade voters to donate money or volunteer their time.
• Use of imagery to bring emotion into messaging and cut through the clutter.
• Willingness to bypass traditional media and use social to break news.
• Capacity to inspire others to produce and share favourable content.

...and of course look out for novel or unusual online tactics as the campaign unfolds.

It is interesting times ahead.  So in the coming weeks check your screens for what could well be Australia's first social media election campaign.

Content Marketing Is Like a Bullet Train

Credit: NJ.com

Stop, go, pause.  Stop, go, pause.

Traditional marketing and most PR moves from one campaign to the next. You plan, implement, await  results, adjust and start over again.  

These traditional approaches are like a milk train chugging from point to point, stopping at all stations along the way.  The journey is slow and steady.  There is lots of shunting and grunting with station masters along the way putting themselves between you and your customers. The passengers continually hop on and off.

Content marketing on the other hand is more like a hi-speed inter-city bullet train. You step aboard for a journey with few planned stops until you reach your destination.  

There are no third parties between crew and passengers, and hopefully the passing scenery (your content) is so engaging your travelers enjoy the journey with time and kilometres flying by.

Related post:  Content marketing: why now?

Progress Of Open Government in Australia

My colleague Craig Thomler recently delivered this very insightful presentation. 

Open government progress in Australia from Craig Thomler

4 Reasons To Outsource Content Creation

Peter Yorke is among India's most experienced communicators

Content marketing may be new to Australia but elsewhere it is more established. Take India for example.

My friend Peter Yorke runs a very successful content marketing agency in Bangalore India.  We recently spoke about why a company might want outside help to implement a content management strategy.  

Peter has been helping Indian B2B companies - mainly in the tech space - develop and share content with customers and others. He has been doing this for nearly five years and has come the conclusion that outsourcing content creation and strategy carries distinct benefits.

• Firstly, outsourcing provides flexibility.  It lets companies scale their content creation activity up or down depending on their budget or what's happening operationally. And  it can provide the surge capacity if serendipity delivers an opportunity too good to miss.

• Contracting content creation guarantees customer service levels.  You're paying for a content asset (piece of work) tailored specifically for your audience.  Being a commercial arrangement you can be confident it  will come in on time and within budget, making things more predictable than relying on internal staff who, let's be honest, are often diverted off to other priorities.

•  An outside agency brings a fresh set of eyes to your operations.  They can spot a good case study for online publication or turn up a story to round out a speech although it's been sitting under the noses of staff for some time.

And finally, Peter points out that content marketing is still so new, CEOs just may not have the in-house talent to start up a content marketing strategy. 

What do you think?  If content marketing is all about relationships should you keep it firmly in-house? 

Listen to how Peter uses content marketing templates to guide staff and help clients. 

If Content Marketing Was A Train ....

Stop, go, pause.  Stop, go, pause.

Traditional marketing and most PR moves from one campaign to the next. You plan, implement, await  results, adjust and then start over again. Traditional approaches are like a milk train chugging from point to point, stopping at all stations along the way.  It is slow and steady and with with a lot of stops and station masters along the way putting themselves  between you and your customers.

On the other hand content marketing is like a hi-speed inter-city locomotive. You hop on and you're there for the journey.  The crew and passengers are together until they safely reach their destination and during their travels get to understand and appreciate each other. 

Related post:  Content marketing: why now?