The continent continues to define chairs coming later this year, this time Chile define who will be the next president. It is interesting to analyze the cases of the Chilean candidate in political communication that the Internet and throughout the election campaign was able to observe differences in the use of Web 2.0 tools applied to politics.
Here we bring the analysis of work done by the team of the candidate of the Coalition for All, Sebastián Piñera, and then we will do with the candidate Eduardo Frei and Marco Enríquez Ominami.
2.0
Chile Chile's case is unique when compared with the elections in Uruguay, which also did an analysis of online political campaigns of each candidate. Here we find a different picture to that observed in Uruguay, as candidates for the Palacio de la Moneda developed intense campaigns in the Web, some with more success than others and in some cases with more serious work.
The particularity of Chile is given by the major push that has Internet in the population, about 50%, which places it with Argentina as the two leading countries in Latin America in this regard. Given these numbers we could expect a serious work of the candidates and of course we were not disappointed. Each to his election campaign incorporated a specific job of political communication in the Internet, developing sites, blogs, fan accounts on Facebook, Flickr, YouTube channels and actively using Twitter accounts.
The latter played a key role throughout the campaign, making the mass media feed on them to develop last-minute items.
But the important fact was the possibility of a presidential debate to Twitter while the debate was broadcast television, users began to comment on claims by the presidential candidates. He was actually reaching historical record up to 600 comments per minute and turning the issue into one of the trending topics (relevant issues) of Twitter at the time.
Here we bring the analysis of work done by the team of the candidate of the Coalition for All, Sebastián Piñera, and then we will do with the candidate Eduardo Frei and Marco Enríquez Ominami.
2.0
Chile Chile's case is unique when compared with the elections in Uruguay, which also did an analysis of online political campaigns of each candidate. Here we find a different picture to that observed in Uruguay, as candidates for the Palacio de la Moneda developed intense campaigns in the Web, some with more success than others and in some cases with more serious work.
The particularity of Chile is given by the major push that has Internet in the population, about 50%, which places it with Argentina as the two leading countries in Latin America in this regard. Given these numbers we could expect a serious work of the candidates and of course we were not disappointed. Each to his election campaign incorporated a specific job of political communication in the Internet, developing sites, blogs, fan accounts on Facebook, Flickr, YouTube channels and actively using Twitter accounts.
The latter played a key role throughout the campaign, making the mass media feed on them to develop last-minute items.
But the important fact was the possibility of a presidential debate to Twitter while the debate was broadcast television, users began to comment on claims by the presidential candidates. He was actually reaching historical record up to 600 comments per minute and turning the issue into one of the trending topics (relevant issues) of Twitter at the time.
Piñera Piñera
2010 - Coalition for All
www.pinera2010.cl
Cases as the candidate of the Coalition for Change seem to be increasingly else in the world. Millionaire entrepreneurs who decide to get involved in politics. Piñera no coincidence they associate the image of Berlusconi, although it could also be reflected in its like in Argentina with Mauricio Macri and Francisco de Narváez. Piñera understand the benefits involved with corporate personality which manage to generate in people a contagious and tempting mirage: the idea that if you choose to be successful like him. Piñera's campaign was developed from that point where it is viewed as a methodology seems to be successful in capturing voters.
Beyond the accusations of plagiarism in his campaign (developed below), Piñera had an important job as a Web campaign where he was strongly committed to implementing social media tools. Work on online mobilization and participation of people had very positive results.
The campaign website was very effective because it worked both aesthetics and usability. With a user-friendly design, Sebastián Piñera page became the center of activity of the candidate with fresh and updated information but also with spaces that encouraged citizen participation to be involved directly in the campaign. From one of your tabs named "Volunteers for Sebastián Piñera" was invited to be part of the campaign through a variety of ways: being taken over table, posting in blogs and online newspapers as televoluntarios, etc.
Chile with All
www.chilecontodos.cl
This website was developed as a specific space for citizens to support and participate actively in the campaign. Thus, teams were encouraged to build in the towns or districts to organize and participate in events next to the candidate when he visited the area.
Chile with All
www.chilecontodos.cl
This website was developed as a specific space for citizens to support and participate actively in the campaign. Thus, teams were encouraged to build in the towns or districts to organize and participate in events next to the candidate when he visited the area.
Youth for Piñera
www.mojatexchile.ning.com Sebastián Piñera
launched the "Get wet in Chile" whose picture used was one of the sons of the candidate . Site was implemented by way of an own network using the Ning platform and focused on young voters under the theme "Youth for Piñera." Facebook
www.mojatexchile.ning.com Sebastián Piñera
launched the "Get wet in Chile" whose picture used was one of the sons of the candidate . Site was implemented by way of an own network using the Ning platform and focused on young voters under the theme "Youth for Piñera." Facebook
www.facebook.com/pinera2010
Before having your own website, Piñera Facebook rolled out its space and even created its own application: a form where it asks the voters to be told "the Chile they want." Like all Facebook applications, had the option to invite friends, which was very effective in assembling the databases that were used throughout his campaign and that this application was connected to a CRM (Customer Relation Management ) to organize all the information and manage the relationship with voters.
The work done by the digital computer in Facebook demonstrates seriousness and management having the support of no less than 83,500 users, a number that is not surprising.
Twitter twitter.com / SebastianPInera
was one of the busiest areas throughout the campaign on the internet. Not only generated an outstanding support from users, who came to climb a number of 30,800 people, but they also used it to communicate actively campaign their daily activities. Such was the impact that online media were nurtured Piñera information published in your Twitter account to create notes about the candidate. The candidate consistently published the news from his Blackberry and thus maintained their constituents informed about the meetings he had, territorial and other daily activities. One of the most widespread circumstances was when he was in Europe and exclusively recounted anecdotes that occurred during his meetings with Presidents Sarkozy and Zapatero. Piñera managed to score more than 30 thousand followers, a high number
A fact also important in the management of this tool as a communication channel campaign, Piñera was the attempt to talk with users of the platform. The flaw was in wielding stilted answers that seemed cut from a very well written political speech before. In answer to a very general and "politically correct" ended up using Twitter to say nothing. This was lost some dynamics but especially the freshness and spontaneity characteristic of Web 2.0. The attempt also is remarkable and should be an interesting exercise for other candidates to repeat in the future.
A fact also important in the management of this tool as a communication channel campaign, Piñera was the attempt to talk with users of the platform. The flaw was in wielding stilted answers that seemed cut from a very well written political speech before. In answer to a very general and "politically correct" ended up using Twitter to say nothing. This was lost some dynamics but especially the freshness and spontaneity characteristic of Web 2.0. The attempt also is remarkable and should be an interesting exercise for other candidates to repeat in the future.
YouTube www.youtube.com / user / sebastianpinera
Sebastián Piñera The channel presents a visual image According to the communication worked in the campaign but also has a real space management. With over 700 subscribers, over 36 thousand visits to l channel and more than 550 000 copies of videos, Piñera channel partner managed to be on YouTube, a benefit for those who manage a large number of videos viewed and subscriptions. For this reason, the channel has placed in its own banner with logo identification and Piñera's campaign.
One of the major successes of the channel is to have uploaded some videos edited called "Web Strip" not focus on the candidate but the people who attended campaign events over the candidate's campaign. The production of these shorts gave freshness to the channel away from the usual videos of political speeches, campaign events and election ads. At the same time, in some sections of the shorts, made the mistake of crudely copying the style of Common Craft, an online video production company that has become known for providing highly simple explanations about Web 2.0 and its tools.
One of the major successes of the channel is to have uploaded some videos edited called "Web Strip" not focus on the candidate but the people who attended campaign events over the candidate's campaign. The production of these shorts gave freshness to the channel away from the usual videos of political speeches, campaign events and election ads. At the same time, in some sections of the shorts, made the mistake of crudely copying the style of Common Craft, an online video production company that has become known for providing highly simple explanations about Web 2.0 and its tools.
Some curiosities:
- Sebastián Piñera consistently used the image of him next to his wife throughout the campaign.
- was generated campaign called "Join Today!" that aim to encourage youth participation in politics. The campaign came to have their own site, now taken down, seemed nice but very childish aesthetics.
- During the campaign encouraged people to participate in an "Interview 2.0" Piñera following the slogan "Ask you want to Sebastian. "
- The second campaign jingle made to address the runoff is a cover of" I want to scream that I love you, "the Argentine group Los Castaway, which was changed to" live the change I want to scream.
Piñera and copies
controversy was generated around a campaign spot in which Piñera crudely copied Obama. This is a video posted by his campaign to the page and what are sought to encourage enrollment in the electoral rolls. The film features a number of people, including children appear Piñera, repeating phrases with the song "Viva la Vida" by Coldplay in the background and the slogan which concludes: "Are you in or are you out?, Sign Up and vote."
Here's how the media team spot Piñera grossly plagiarized the Obama campaign:
Here's how the media team spot Piñera grossly plagiarized the Obama campaign:
Obama Spot
Piñera Version
Piñera
But Obama not only copied, but also fell under the plagiarizing a speech by English President José Luis Rodríguez Zapatero in 2007 when he was on the campaign trail. "Every insult, a proposed" Zapatero said, and it seems he enjoyed Pinera because, in a speech to memory and repeated in every interview that was made and every TV show he attended, said: " In each attack, an idea. " All this, of course, without the rhetorical discourse or charismatic persuasion Zapatero:
if needed again, the Chilean candidate also copied to Brazilian President Luiz Inacio Lula da Silva on aesthetics and design of your logo:
