Information Inspiration Innovation

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We build digital markets
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WHO WE ARE
Zentropy Partners is a global digital
consultancy and marketing firm We strike a
balance between a history of effective branding
combined with business strategy and
implementation. This delivers on the promise to
provide clients with a customer centric approach.
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GLOBAL CLIENTS
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McCann-Erickson World Group
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McCANN-ERICKSON WORLDWIDE EIN WELTWEITES NETZ
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McCANN-ERICKSON WORLDWIDE DIE WELTWEIT FÜHRENDE
AGENTUR
1 McCann-Erickson Worldwide 1.865 2
BBDO Worldwide 1.415 3 J. Walter
Thompson 1.270 4 Euro RSCG Worldwide
1.269 5 Grey Advertising 1.193 6
DDB Needham Worldwide 1.078 7
Publicis 1.009 8 Leo Burnett 958
9 Ogilvy Mather Worldwide 938 10 Young
Rubicam 905 11 Foote, Cone Belding
897 12 Lowe Lintas 888 13 TBWA
International 796 14 DArcy Masius Benton
Bowles 664 15 Saatchi Saatchi 568
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McCANN-ERICKSON WORLDWIDE MULTINATIONALE KUNDEN
Boots Healthcare Cathay Pacific Parker
Pens Grundig Reckitt Benckiser Lucent
Technologies Cargill Maybelline Motorola Gateway
Evyap Glaxo Wellcome Pioneer Deutsche
Bank Lufthansa Microsoft Braun
Black Decker Buitoni Canon Chesebrough-Ponds Wa
terman United Parcel Service AGFA Tiffany
Co. Cereal Partners Worldwide London
International Yoplait Perfetti Air
Canada Timex Levi Strauss
Braun
MasterCard

• Exxon/Esso
• General Motors
• Gillette
• Nestlé
• Coca-Cola
• Goodyear
• Unilever
• William Grant Sons
• Bacardi / Martini Rossi
• LOréal
• Casio
• R.J. Reynolds
• Interbrew
• Johnson Johnson
• Vistakon
• Ferrero
• Agilent Technologies

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CONNECTING CITIZENS TO ISSUESIndividualisierte
Politik-Kommunikation

• the problems
• the answers

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• Sex scandal involving President Clinton
  released first to the Internet

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POLITICAL USE SURVEY FORRESTER RESEARCH

• Survey respondents were split into three age
  groups
• 34 and younger
• 35 54
• 55 and over

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For the upcoming presidential, congressional,
state, and local elections in November, which of
the following sources will you use to become
informed about the candidates?
Source Forrester Research
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Have you ever visited a political portal?
Source Forrester Research
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What have you used a political portal for?
Source Forrester Research
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What do you see as the benefits of getting
political information online?
Source Forrester Research
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What is stopping you from using political sites
online?
Source Forrester Research
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SOME INITIAL CONCLUSIONS

• Interestingly 46 of likely voters will turn to
  at least one online channel to help make up their
  minds.
• Political Portals like Grassroots.com and
  Voter.com the newest online channels for
  political informationhave generated a lot of
  hype.
• But just 11 of likely voters plan to check them
  out.
• And only 11 of Net users have already done so.
• It was found that users interest in and usage of
  political portals vary depending on age.

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GROUP SEGMENTATION

• Youngest users go online, but lack interest in
  politics.
• Baby boomers have made the most use of portals.
• Older voters are interested in politics, but do
  not see the Nets benefits or advantage.

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POPULISM CONCEPT
Source Til Mette, Stern
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THE IDEAS HERE INVOLVE

• Increased citizen-to-government communication
• Increased influence by individuals
• Decreased influence for parties, interest groups,
  mass media, professionals.
• Creates unmediated communication between
  citizens and government.

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THE IDEA IS THAT

• The greater the ability for citizens to
  communicate with the government or a political
  party
• The more likely they are to be engaged in
  politics.
• The more engaged they are, the more likely they
  are to be influential!
• The idea is that the Internet is democratising
  it is a very popular idea!

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POPULISM CONCEPT

• The populism concept relies on the assumption
  that the motivation to become engaged in public
  affairs exists, and that all that stands in the
  way of better democracy is the means to
  communicate.
• The assumption is, give people the Internet, and
  their underlying desire to become involved will
  be released, drawing new citizens into public
  life, and empowering individuals.

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THE PROBLEM WITH POPULISM

• In the US especially and Europe, most
  people,most of the time, are not interested in
  most political issues that is a big reason why
  politics looks the way it does in the US and the
  UK.

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A REASON TO PARTICIPATE?

• The Internet does not change that fact that
  people most of the time are not interested in
  politics.
• The Internet does indeed give people a wonderful
  new way to communicate, but it does not give them
  a reason to participate or a motivation to behave
  differently.

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THE ANSWER...

• The key to making populism work
• Governments will have to work to connect
  citizens to issues.
• The responsibility does not lie with sites
  trying new gimmicks (Tricks) to generate
  interest
• it rests  on the shoulders of governments that
  have kept their doors closed to citizens for far
  too long.

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POLITICAL JUNKIES

• Political portals are hoping that their election
  coverage will generate an interest in politics
  and lock in loyal eyeballs
• but unless sites cater offerings to specific
  demographics and compel others besides political
  junkies/enthusiasts to visit, they will not be
  effective. 

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ANOTHER VIEW ON VOTING DECISIONS

• voting behaviour Party identification
• (Wählerverhalten) candidate (image)
• issues

Source Bürklin/Klein Wahlen und
Wählerverhalten, p.70
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MEDIA INFLUENCE

• The mass media are aware of that (otherwise they
  dont sell papers).
• Mass Media has to select according to attention
  rules.

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ATTENTION RULES

• In this sense the media constricts the reality
  of the issues according to certain new values
  (whatever locks in the most eyeballs).
• conflict
• prominence
• proximity
• topicality

Source Schulz Die Kommunikation von Realität in
den Nachrichtenmedien
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MEDIA GATEKEEPERS

• Harald Schmidt Show (SAT1)
• Beckmann (ARD)
• Biolek
• Zimmer Frei (WDR)
• Morgen Magazin (ARD/ZDF)
• Johannes B Kerner Show (ZDF)
• Sabine Christiansen (ARD)
• Berlin Mitte ( ZDF)
• Mitläufer Mindset

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THE MAGIC TRIANGLE
production (Herstellung) eg. Political programmes
conception (Vorstellung) e.g. candidates issues
representation (Darstellung)
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THAT MEANS

• The representation of a political issue by the
  mass media is the bottleneck that dictates the
  end result in the eyes of the voter.
• Knowing the rules and selection mechanisms of
  the mass media means knowing how to influence the
  voters.
• Production of political issues is nothing
  without carefully thought out representation!

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THAT MEANS FOR THE INTERNET

• The market penetration of TV is over 90.
• The market penetration of the Internet is
  rapidly catching up
• 46 of the 14-69 years olds are now using the
  Internet.

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Internet-Nutzung
Reichweitenentwicklung seit Beginn des GfK
Online-Monitors
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14
43
28
42
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8,4 Mio
10,8 Mio
4,4 Mio
6,0 Mio
15,9 Mio
18,0 Mio
24,2 Mio
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THE INTERNET AS A MEDIUM

• Besides the reach and monitoring aspects, the
  Internet offers interesting features
• It allows technology assisted targeting of
  voters.
• It empowers voters to select according to their
  needs.
• Its unbeatable in terms of efficiency (cost per
  contact).

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THE REMAINING QUESTIONS ARE

• How do we encourage the electorate to use
  political sites?
• How can we use the Internet in order to maximise
  a political parties opportunities of winning an
  election?

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HOW TO ACHIEVE GOALS- VOTER LOYALTY...

• LOYALTY
• Trust Credibility / Intimacy / Risk
• CREDIBILITY (Providing Information in context,
  Knowledge, Insights)
• INTIMACY (Together/Closer Relationship)
• RISK (Delivering what has been promised)

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WHAT SHOULD BE MEASURED ABOUT THE ELECTORATE?
VOTER PROFITABILTY Interaction/Voting (HOW MUCH?)
VOTER LOYALTY What party was voted for in
previous elections Or Is someone part of a
party? (HOW OFTEN?)
VOTER LIFECYCLE Lifelycles change according to
personal circumstances and experience! (HOW
OFTEN?)
VOTER LATENCY How often are people involved (HOW
OFTEN?)
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KEY POINT

• Define the target Voter base
• Quantify the current and full potential value of
  these relationships.
• Commit the entire political party to closing the
  gap between the two.

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ERM CONCEPTS

• PROFILING
• Segmentation (Age, Marital Status, General
  attitudes and expectations)
• Risk (Location, demographics)
• Propensity (Neigung) inclined in which
  direction?

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ERM CONCEPTS

• PROMOTIONS
• Campaign Management

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ERM CONCEPTS

• PERSISTENCY
• Loyalty
• Retention (What makes voters loyal?)
• Churn ( Rate at which new or existing voters are
  lost and why?)

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ERM CONCEPTS

• PERFORMANCE VOTER ACQUISITION BY
• ISSUES OR TOUCHPOINTS
• Product - which issues?
• Telephone
• Information point
• Roadshow Campaign

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ERM CONCEPTS

• PROFITABILTY
• Gross
• Net
• Political Party Brand

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ERM CONCEPTS

• PROSPECTING (prospektierung)
• Voter Acquisition (target specific issues)
• Cross Sell (deregulation tax cuts)

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THE CONCEPT OF DISSAGREGATION

• VOTER SEGMENTATION BY
• Product (issues)
• Value (number of votes)
• Demographics (Age, Family, Income)
• Psychographics (Why voters believe what they
  believe)
• Behaviour (Voting behaviour)
• Geography (Location)
• There is no such thing as an average voter
  there is no longer any such thing as a mass
  market

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EVENT ORIENTATED PROSPECTING (EOP)

• The key to EOP is to learn of the events in a
  voters life that have relevance and then market
  to that event
• Change of address (Move from rural to urban)
• Birthday (Incentive)
• Marriage (taxation, move house, bigger car)
• Change of Job (GF, Selbständig)
• Birth of Child (incentive/issues)
• Retirement (Issues / Can be used as multiplier)

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A POLITICAL MEMORY FOR MARKETING
POLITICAL MEMORY BANK
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MASS MARKETING Vs PRECISION MARKETING

• Mass marketing of possible electorate targets
  results in
• A great deal of effort
• Indifferent results
• Little or no increase in intelligence
• A lot of collateral damage
• Fighting for increased market share can be a
  highly visible, expensive and confrontational
  tactic.

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MASS MARKETING Vs PRECISION MARKETING

• Precision targeting of customers requires
• A focused effort
• Vastly improved results
• An ongoing enrichment of the voter information
  environment
• Achieving an increased share of the voter is
  cheaper, more profitable and less visible to
  competitors.

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CONNECTING CITIZENS TO ISSUES
political party B
political party A
mass campaigning
intelligence campaigning (understand the
individuell voter)
vote
cross-sell
loyalty
vote
(increased chance of winning more votes )
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CONCLUSION

• The means to communicate exists the Internet.
• The reason to communicate does not exist... YET!
• Information in context to self - delivers reason
  to communicate.
• Information collected from Internet on voters
  allows analysis and development of loyalty
  programmes.

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END RESULT

• INCREASED SHARE OF THE VOTER
• Thankyou for your time...