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political campaign websites in Chile, Part I: Public Institutions Piñera Internet

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.

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.

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.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.

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.

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:

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:

Sampleof Tv Program Proposal

Some government agencies appear to be waking up a little and began to incorporate Web 2.0 tools as an active part of your style communication.
The road is one: we have to start thinking about 2.0 Governmental Organizations in order to show the steps that they can be fed back through feedback from people.

Hence, several questions arise: How

• communicate over the Internet from Web 2.0? Do
• agencies government can use the strategies of Politics 2.0?
• Does political marketing on the Internet is only for election campaigns? Or it can also be used to communicate in government?

although in each case must be analyzed strategically for what purposes should be applied every Web 2.0 tool, it is undeniable that government agencies must adapt to change and adopt new channels of communication paradigm. If government entities not directly involved where the conversation tends to generate a "bubble" in which are outside of what is spoken. And being out of touch with the people find it very difficult to generate a government message that the community interest, but also leave little ability to react when the receivers do not interpret the statements of agencies.

The reality is that the conversation is beginning to move into other areas. On the internet is giving a conversation which government agencies can not be unaware. It is therefore important that government and its authorities realize the benefits of be in the Web 2.0 is more than its possible risks.

Some cases in Argentina
few months ago we made a post in which he showed the work that developed the National Office of Information Technology , the governing body in respect of employment of computer technologies and Public Administration it depends on the Secretariat of Public Management . ONTI assists the Secretariat in formulating policies and implementing software development process and technological innovation for the transformation and modernization. If there an agency should take the first step in implementation of web tools this was precisely the task of opening the picture. Actually went further and very well complemented various tools: Blog, Flickr, YouTube and Twitter .


SEDRONAR










www.youtube.com / user / SEDRONAR
http://twitter.com/SEDRONAR

But there are other bodies government dare to be 2.0 and began to implement the tools from the Government Management. One is the Secretariat Programming for the Prevention of Drug Abuse and Drug Trafficking . The agency responsible for coordinating national policies to combat drugs and drug abuse recently launched its channel on YouTube . But that was not unique as the Coordination of Institutional Communication of the Anti-Drug Secretariat continue to bet on new social networks as a tool to reach a wider audience. That amounted to a photo in Picasa space and recently added an account called micro-blogging system Twitter, space that was built thinking in providing a strategic ally reporters want to be permanently informed about the official activities of the SEDRONAR. INTI














www.youtube.com / user / canalinti
http://es-la.facebook.com/people/Inti- Prensa/100000376399767

The National Institute of Industrial Technology launched its YouTube channel can already be viewed from a few weeks ago and on which you can see a number of videos grouped according to different themes. There you can appreciate the wide range of topics that the institution is involved.

INTI's proposal marks a beginning more interesting with respect to the natural incorporation government agencies will face in communication 2.0. The work has developed into the future will be important in terms of communication strategies and institutions must create new spaces of interaction with the public to avoid isolation.

In the communication process there is a back and forth between sender and receiver than with traditional channels is interrupted without getting real feedback from people. The Web 2.0 tools just help to generate such paths Return to hear what people have to say about management of a public body. This seems to have thought about that show INTI take this big step as a proposal to create "a new form of dialogue about the technology as a tool for social inclusion."

INTI channel on YouTube is www.youtube.com / canalinti and through the space agency will seek to "explore the interactive possibilities offered by alternative media, where the essential is the creation of a space where everyone can participate and build together. "

Additionally, the press sector INTI started using an account on Facebook to generate another link with the people and the journalists who will have access to updates so cool getting new information from the Institute.


MINISTRY OF LABOUR
www.youtube.com / MoT
http://twitter.com/mintrabajo

is the only Ministry of Argentina, which incorporated the tools of Web 2.0. The Ministry of Labour, Employment and Social Security of the Nation has a channel on You Tube and Facebook accounts , Sonic and Twitter. Although the channels are open, and this is already a major step forward spaces left to view very precarious in terms of design templates and site management by demonstrating that much remains to be working. It can be seen perfectly in the You Tube channel that only has two videos uploaded, a few subscribers and expressed little concern for the space in which we see that the last entry in the channel responsible for maintaining data from a month ago. The channel was launched in July 2009, which already takes several months and has a significant neglect in maintenance, which is totally contrary to what made the INTI where there is constant movement.

All these channels should work in Red, and as such, that is known about the activity of government agencies is necessary MANAGEMENT , this means that you must open spaces with real interest to work on them. Do the spaces left by issuing press newsletters for months and left to report? No.

Today YouTube channel of the Ministry of Labour is a dead channel. No management and therefore there is no activity on the space, not create contacts, subscriptions, or new content is uploaded. You only need to see some numbers:















Web 2.0 with social networking, interactive spaces and philosophy participatory is changing attitudes, customs and habits of people. The transformation is also taking place in a qualitative and quantitative level: clearly the exponential growth of exchange of experiences among people connected as well as increasing the number of people who connect through social networks.

As people change their habits, government agencies and institutions must adapt to "new ways" to not lose touch with reality that seems to go another way, one in which public participation will be essential to understand the Management and Organizational Management.

Related Posts: Government agencies
2.0: http://tiny.cc/V2gMY

Governmental enter the Web 2.0: : http://tiny.cc/Ns8Ee

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Politics 2.0, where do you? - Web Campaign in Uruguay

Uruguay passed a new election and therefore could be seen throughout the entire campaign none of the three main political parties were interested in developing a serious work on the internet. Each candidate will be spent online, but to be obviously not enough.

Open channels of communication on the Internet and can not communicate properly with the public is a big mistake. But the Web campaign was riddled with errors or lack of real work on the communication spaces that were opened. This is what was observed in the social environment that used both the Frente Amplio, as the National Party or Colorado. In all three cases it was observed a certain lack of professionalism.

analyzing the campaigns of each candidate we can see that neither candidate gave him so much importance to the Internet, at least not developed a political campaign work 2.0 in depth. The importance of Internet in the campaign is given by the work shown in the websites of the candidates and how each force party (Frente Amplio, Partido Nacional, Partido Colorado) joined its communications strategy to social media to develop a political marketing campaign online.

Overall spaces and channels were poorly developed, with few followers and almost did not encourage citizen participation. It is generally observed that the feedback in the channels was almost nil, with very few user reviews.

look at each case:

Jose Mujica - Frente Amplio
www.frenteamplio.org.uy
www.pepetalcuales.com.uy

work would have been the weakest in terms of Internet marketing campaign. Web page design Frente Amplio has something old, stiff, out of 2.0 style. Link to his channel on YouTube and had a space where you can listen to podcasts statements from presidential candidate of the Frente Amplio in different pre-election events. The site added to the little work on the construction of the network of contacts by 2.0 channels shows little interest in making an online campaign. There is a blog of Mujica called "Pepe as he is" very simple that does not integrate channels such as YouTube, Twitter, Flickr or others. Used


Facebook: Pepe Mujica page with the paltry number of 1,458 fans. Apparently this space, as others have in the Web was created by supporters as it has no direct access from your blog or from the party's front page. Furthermore, his profile has 1,743 staff members in touch while its candidate for vice president, Danilo Astori, has more fans than the actual Mujica: 3,779.
page Mujica-Astori has 2,108 members. Don Pepe Mujica

Mujica-Astori Astori


You Tube: Unfortunately Front Channel Large is not used and not only fails the visual identification of the site by not having its own template, but it does not show his followers, has about 59 little video uploads and no space for users to make comments. Frente Amplio


TV Twitter: is an account created with your name, but seems not to be official texts in their tweets. Moreover, according to what is seen, Mujica still more people than they are with it, something very rare for a candidate on the campaign.

Luis Lacalle - National Party (Blancos)
www.lacalle.com.uy

The work of political marketing and internet communication is focused on the correct website and developed a very interesting work on Facebook that is used as the primary platform for networking, support, supporters and fans. It should be noted the number of followers achieved this way, perhaps the greatest achievement of his campaign 2.0. Used


Facebook: page Lacalle - Larrañaga has 21,739 supporters and Luis Lacalle has 12,461 fans. Luis Alberto Lacalle


You Tube: The Lacalle channel Qki bears his name and shows no template design work as well as followers of the channel. Furthermore, the space has just 18 comments from users.
QkiTV

Twitter: has its own template design space but has only 42 followers and just 28 tweets, a paltry number in full campaign.
Qki2009


Pedro Bordaberry - Colorado Party
www.vamosuruguay.com.uy















Page Colorado Party candidate is perhaps the best work from the conceptualization of social media and which has far better design. Used


Facebook: PEDRO + HUGO page has 2,012 supporters and Pedro Bordaberry has 3,711 fans.
HUGO PEDRO Pedro Bordaberry


You Tube: has its own channel called "Let's go with Peter." Its development is very limited, with little visual identity that relates to their political party, only 58 subscribers, and only 17 comments. The most viewed video has 3.026 views and is called "Acts of the 10, PEDRO HUGO +" which shows a pre-election schedule of events.
PEDROBORDABERRY

Twitter: with a template design own microblogging space has only 64 tweets, something unthinkable during the election campaign. But the flaws are deepened further when there is a total of only 35 followers.
PedroBordaberry


CAMPAIGN JINGLES
Finally we extend the campaign jingles of the three political forces that sought to excite different musical styles to his people. With successes in some cases and little feeling in others.

Bordaberry Reggaeton
Peter says that no one is silent and will be an honest president. "An honest president, go with Pedro" is the chorus of the jingle "unofficial" they say, and belongs to the group "Rap Power". Former Vice President (2000-2005) of Uruguay and internal Colorado Party candidate, Luis Hierro López, criticized him harshly for being a subject that has "a very populist point but fascist expressions", referring to the term "chief "for the figure of Bordaberry.

of QKI Cumbia
"Security with QKI lives better," says the letter of this "cumbion" mix of cumbia and reggaeton. "THE DANCE OF QKY" at the initiative of young people from all lists that support the National Party candidate.

Pepe with people and murga
Composed Martin Tabaré Yamandú and Cardozo with the voices of the popular Catalina Agarrate murga. Definitely the most catchy campaign jingle.

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Agencies 2.0

Social networks seem to have the most prominent and leading role in recent times regarding the new proposals that are generated in the world the Internet. The networks are already thousands, but of course some like Facebook, YouTube, Flickr and Twitter are now protruding above the rest. Reality dictates that people are choosing these social networks to interact, to connect with strangers or reconnect with old acquaintances, but also to follow the lives of other people, friends and relatives.

In this new communications paradigm, which ultimately is shaping a new society, there is the emergence of new ways to build bilateral relations and ways of relating that are heard in this world of so-called Web 2.0 also involve enterprises, NGOs, civil associations, political parties and every institution that understands that there is a world of people that they should also be getting the message.

Logic dictates that if more and more people use social networks sec uramente any institution or organization wants to communicate its activities and its management should at least take them into account, and from there consider how best to incorporate these tools and can use them in your favor. In this regard, government agencies must analyze ar how to use different channels of Web 2.0 to show management. Undoubtedly the Web 2.0 is the easiest way to interact with the community, and for this reason is also effective as a communication channel to transmit the daily work, what might not always seen in the pages governmental institutions.

Rethinking Portal Government
Portal The concept of income as a web page into an organism mo government develops as a channel that is effective as information space but does not always meet with the attraction needed for the community are interested and enter this space regularly. Spaces are generally more rigid, structurally speaking, and also from the content that respect much more formal schemes. Web 2.0 allows these areas to complement government agencies have some other way that helps to deconstruct g January one more message following informal guidelines more flexible, just because of the philosophy of "sharing" and "interact" generating tools.

Portal The White House is a clear example to analyze. It is important to ask how you want to show the institution, whether the government house, a min istry, secretary or other government agency. So the concept of institutional portal is now virtually modified because the multiplicity of channels on the internet can generate different areas representative of the agency or entity, transforming them in various vehicle information to be transmitted on the management. Think the idea of \u200b\u200b"portal" more broadly would be interesting to ask:

What is the portal of a government agency?

Is it just this?:

















Or do this?:















Or this?:















From this approach is that it is important to be within the new paradigm posed by Web 2.0 and understand each communication channel as business card body. These new channels are transformed into the gates of government agency and therefore its image to the community:
















Post related: Governmental enter the Web 2.0

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government Web Political Communication: learning from the mistakes

2.0 The Policy is in a time of growing both actions in campaigns stations that are carried out in the world today, c omo by policy actions applied to Internet communications that are starting to implement the Governments. The issue has been in vogue since the actions of Obama on the campaign elecotral and now from his presidential term, but the fate illustrates a way ro dent enmcarcado Internet. It's simple, hard return results in the coming years, government efforts to set aside for Internet communication.

elos Whether in municipal governments and from the provincial government until the president, all should in one way or another incorporate web tools to communicate citizens with an alternative. To make this possible new positions should be taken communication to the executive branch try to think what might be the best ways to reach people. This requires defining a new concept at the time of communicating, which provides Web 2.0 with its own rules that are alien to the traditional avenues of communication.

communications equipment Luiz Inacio Lula Da Silva, president of Brazil nte obviously took a definite attitude and opened the Planalto Blog, a space that fulfills the function of occupying that place so far non-existent that manages to bring the president and his people. The Blog is named after the presidential palace and it is looking to reach people all the activity of President Lula on a daily basis as stated in his presentation: "We are here to share with you information about the daily life of the presidency."

These spaces of communication not only serves to show daily ACIT rulers, but to help "humanize " public figures who seem unattainable for most people. This will shorten the gap between the people and maximum referencencia national or municipal government, and enable political leaders and ordinary people s which also have certain actions in your life that are beyond their ordinary extraordinary role as Heads of State.

Blog do Planalto The main figure is the president Lula, who was responsible for receiving users through a video uploaded to YouTube, and features the work of an entire team that carries out its administration.

The excuse to open this channel of communication as shown in the same blog, is to "better understand the concerns of citizens." However, the blog fails in its chief aim by not allowing comment Internet users, because it makes the site a one-way channel where the receiver only receives information cutting the communication process dynamic in which this reader becomes issuer to present its point of view.

Bem vind @ s ao Planalto Blog!
Billed as "the new channel of communication between the government and society," Lula's Blog, as it is commonly known, had some complications and garnered critical few days. While launch day Blog of many technical complications that arose, according to oficales, were due to heavy traffic of users who brought down the servers, the main criticism of the new communication space by cibernavegantes was filed with the inability to leave comments.

Simply deny space to those willing to discuss it provoked a strong denial among visitors to the Blog. Whether to leave positive or negative criticism, it is incomprehensible that those who developed the area decided to leave out the possibility of feedback from people, which is the basis of Web 2.0. Of course all these dynamic areas so exposed to outer politicians, but there are ways to regulate them without having to nullify the opinion space for our readers.

The Blog has a link to "critical & suggestive" as a suggestion box where you can post a comment but does not appear in the site. There were also harsh comments because the president is not directly involved in its preparation, which could be a bit more sympathetic because of the busy schedules of a representative, but the focus of complaints was in the missing spaces opinion and participation of the new channel communication opened the Lula government.

This case is exemplary of the reactions that occur in cyberspace when it decides to take initiatives in the Web 2.0 communication. What will be the feedback from the other side? No one will have a strong response to respond, but if you look at other cases and investigate the difficulties presented to it, can prevent certain attitudes that users can take on these new spaces of communication.

After a few days of being online, the Planalto blog has already received its biggest blow: it was cloned. Cyberspace was responsible for the bulk rebuking error and brought to everyone's surprise a replica of the official site whose main difference is that it has spaces for users to comment, criticize or praise, respecting the free spirit that characterizes Web 2.0.

The almost identical copy of "Lula's Blog" is permitted by law as it is developed under license from the company Creative Commons that allows the complete reproduction of the content, as long as they cite the original source.

The official site is under the direction blog.planalto.gov.br "while the copy has been lodged as planalto.blog.br ." Daniel Padua, a member of the team's official blog, said "it was going to happen at some point" and there was no way around it. But it is rather confusing that, knowing what could happen, did not take the precautions on the subject. The clone of the site received the first comments supporting the initiative: "This is real democracy," "This is the official blog," ended censorship, "were among the thousands of comments that could be read.

The lesson is clear: it is important to play in the field of Web 2.0 , but understanding that has its own rules and must be respected. Actions like this from a government only cause adverse reactions resulting in more harm to his image because, ultimately, if they say they want to "listen" to their citizens but then let them say, the blog becomes a simple action demagogic.

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Political Campaign: Obama's experience as Michael Hannahan

Dr. Michael Hannahan went to the headquarters Moses Institute of Buenos Lebensohn Aires to give a seminar on "Organization and Financing of Political Campaigns: Obama's experience in 2008." Hannahan is a prominent political consultant and professor at the University of Massachusetts who worked on the last U.S. election campaign to bring Barack Obama to the White House. Hannahan

conference began recounting experiences pers onal and were limited to the American democratic system and distinguished from ours by example with clear allusions to the financing options that politicians in either site. In the United States do not finance political parties to their candidates, so they are the ones who bus car should roads to conduct their campaigns financially. "The difference between the democracies is given by how each country carries out campaigns" Hannahan said.

In the United States, the fastest way to define a path and a political project are given by the spaces offered by the Democratic and Republican, mainly because people quickly associate ideas and values \u200b\u200bdefined in their imagination. Republican party relates to the "lower taxes" or "reducing government spending, and the Democratic Party is associated with the" welfare and the welfare "or the" redistribution of income. "However, according to Dr. Hannahan, the differences are not so great, because both parties share ideas which in themselves are general for both sides: for example," the Republican Party also defines social assistance programs ". So where's the difference between Republicans and Democrats?" The main difference lies in the rhetoric that handles every game, "said consultant with . That's when it is essential to work on the message to be issued by defining a series of questions:

• Why you?
Why
• now?
• Why do not they?

Inmates For Dr. Michael Hannahan, from all points of view Barak Obama to better resolve the answers to these questions to the electorate. Not only did the presidential campaign, but also on the internal front of Hillary Clinton, who had a very advantageous position for his power to influence intra-party politics and also because of their economic power that allowed him to lead a major campaign proportions.








What was the difference that Obama did to Hillary Clinton? Why does not she? Why Obama

represented more change than she, including even from and appearance. While Hillary was a differential change in its genus, and is therefore received unconditional support from women, was still a Clinton. Beyond that prisoners were cerradísimas and Hillary could have won, for society Hannahan thought about it, to have for another four or eight more years for another Clinton. Had already happened with Bush.
Changing Obama was "more change" could be inferred, or even change deep, was represented by both the message and the messenger.

messages in the campaign Spots
In a series of campaign spots Hannahan presented during the conference, they could see clear examples of videos that were aimed at the same target, the citizens of the elderly. The messages were very different from each other. While in the spot Hillary Clinton's voice over a speaker talks about his accomplishments and what he did, Obama decided to tell his story in person, did not say he would do, but was opened to tell the story of his mother who died of cancer.

The presidential
The first thing to understand in every election is to know that this is the campaign.

What is the campaign theme?

Elections 2008, which resulted in the election of the first black president in U.S. history, was dealt with "change." The surveys indicated that over 80 percent of voters believed the country was on the road and quivocado. P or the first time since 1952, there were no candidates in each party who had served as president or vice president.

In 2004, the wars in Iraq and Afghanistan were important issues, was what was the campaign however, in 2008 all candidates, both within their home games on the road to the presidency, were presented as change agents. Usually it is the opposition party who requested the change. But here there was a different situation because in the presidential election, both parties (Democrats and Republicans) claimed to offer "change" instead of "more of the same."









Fundraising Issues related to fundraising fundarasing or Hannahan recommended that messages be more aggressive since who wants to raise is being directed at a target that is within the public or likely voters. All candidates have a true sector of fans who voted, it is they who must address messages to achieve more aggressive fundraising. Obama's case was particularly for the work that was carried forward from the new technologies, with Internet at the head, both to attract new donors and to achieve capture the interest of young voters. But for Michael Hannahan recovery achieved by the Obama people for his campaign and in the best interest of youth to reach out to the polls to vote had more to do with the charism of the Democratic candidate with the use of Internet and new technologies .

About
Internet "The Internet is an efficient way to go touch the door to people, but in reality is a new way of doing things that were already made," said Dr. Hannahan who said that its growth is due to the inefficiency of television and radio. Currently, with such an abundance of means for the political candidate is important to simplify the message. Internet allows you to return to the old ways of campaigning in which he spoke to people directly.

About Dr. Michael Hannahan
is a professor at the University of Massachusetts and a scholar of election campaigns. He devoted himself to researching the impact of the actions communication during political campaigns mainly on telephone calls and personalized emails. With a long track record of advising and consulting, which began in the 1980 campaign with Ronald Reagan, Michael Hannahan developed an extensive work in electoral campaigns. One of the last politicians who had their advice was Mary Jane Swift, Governor of Massachusetts .

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Policy 2.0 in the Conversation Prism

Political marketing has his eye on the internet, wonderful tools and benefits that may provide from now on. But like a love affair, the first steps seem to be cautious because even becoming known to the counterparty. Many are encouraged and incorporated into the game, but think about a strategy of how to apply them in day to day.

The dilemma goes elsewhere and lies in whether to start seeing the Internet as the center of the communication strategy or policy. Referring to this, Mr Joseph Ardaiz Fernandez wrote an interesting post about . Emphasizing this way, that is very hard to think the world of political communication aside tools Web 2.0, and supporting the idea that all politicians should start reamer political marketing strategies by placing focus Internet first, to be within the Web what to analyze in the first instance is the space where the conversation occurs. Since we see a diagram showing the number of tools that can be found on the Internet we must create mechanisms to operate on those spaces might be more helpful to give our message and that, in the medium and long term, bring benefits that can be measured in terms of results.

So if you decide to be inserted into the 2.0 world of politics one must ask: what will I do with these tools? What will I use and why? Should incorporate all possible tools? The strategy to be armed, plausible modifications relative ions in the passage of time, you should consider what spaces Web 2.0 where there are talks of which is important to be a participant.

Brian Solis, a leading PR (public relations) of Silicon Valley, fielded a Conversation Prism pretending to be a lively representation of Social Media to be transform and evolve as services and conversation channels emerge, fuse, and dissipate. On the Web 2.0 have to work as in many disciplines in which the motivation, the shape and direction is driven by consumers, and should understand that participating in online conversations is critical to compete in the future.

The Conversation Prism Solis seeks to give a Streo furniture in a chart on how to move the conversation online between the most popular communities and illustrate interconnected to the Social Web. The landscape of social tools, services and networks are changing at the same time of rapid change or addition of new players.

What if I am not in the Conversation Prism ? You probably wonder why many politicians. If that conversation is taking place in the Web and I'm not there to see and hear, is as if they actually occurred?

Unfortunately, for those who prefer to "turn a deaf ear" to ignore it will not cease to exist, beyond what he thinks the politician, talk about it is giving on the Web , with or without your presence.

be in the center of the Conversation Prism is essential, whether listening and watching what is said or participating in the spaces. So the politician should be in the middle of the prism to have a full view of the map that conforms Web 2.0 and able to operate on those spaces which we are interested in joining the conversation.

Sometimes when you are listening and watching what happens in some of these areas, determine strategies and different forms of participation for each channel. These decisions may be subject to the general plan of political communication or the characteristics and culture that identifies each space.

The results within social media can be more effective the more knowledge you have of them, which in short, has the same principles of social interaction that occur in the offline world or physical.

For the same reason in the world of politics 2.0, as in traditional politics, relations between people is the largest currency trading. This is how politicians need to build political communication strategies to know how we are going to get involved in the Conversation Prism Social Media and Web 2.0.

One of the things to understand is that by arming the political marketing strategy, Internet must play a central role, but primarily on the plan.

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Political marketing and the best spots Political Campaign Internet Marketing

Web
begins Policy a new era by opening its own channel on YouTube to be able to see those spots that were political campaigns in memory of all. This is how TV is born Web Policy, a group specializing in channel spots, jingles and campaigns " says his motto. There will always see different election ads designed to give May r preponderance of Latin American politics.

Web Policy TV channel premiered her one of the most famous campaign commercials in recent times and marked the birth of l political marketing in Argentina and perhaps in South America . In 1983 Argentina experienced a return to the polls and marked the beginning of the restoration of democracy across the continent that was subdued in military dictatorships. Raul Alfonsin Argentina predisposed to talk to each in their campaign commercials and thus established a direct contact with voters through messages aimed at educating citizens about the value of returning the rule of law.

Although you can find perhaps some ACTIONS related to work aspects of communication and the image of politicians before the election campaign of Raul Alfonsin in 1982 marked a before and after in terms of managing the mass media by politicians. His campaign team was commissioned to produce a series of memorable spots understanding that the "mass media" offers a space to get their message to each of the houses of the Argentine.

In TV Web Policies can also see some spots electoral campaigns in history were Argentina policy as remembered "We Menem" in which former President Carlos Menem returned candidates for the presidency in 2003. He won the first round with low margins and not submitted to the second ballot and that, given the strong rejection of society in Argentina, provided a historic defeat at the polls. But the spot was to remember.

Some of the campaign spots:

say I'm bored

1999 presidential campaign in which this first election advertisement Alliance candidate had a major impact on voters. Ramiro Agulla publicist turned the dull image of Fernando de la Rua in a serious and committed profile, transforming this defect into a virtue.

I'm 100% ready

The governor of the province of Neuquén, Sorge Sobisch, told people he was "100% hot stuff "to be president. Thus, in 2007 began his road to the Casa Rosada and launched a series of spots along the campaign policy revolved around the phrase.

Menem did

go down as one of the most memorable political jingles of all time. advisers Carlos Menem, president of Argentina (1989-1999), launched this spot to see the reception he had in society and install the possible re-election for the president could stand for a third term at the head of the Executive . This required an amendment to the Constitution as it is only allowed one reelection. The initiative was not successful and the idea was sharp criticism from the opposition and from his own party (PJ) and of society. The spot shows what he did over the two governments and so sought to install as a candidate. Luckily it prospered, but the video left a catchy jingle that goes from the ridiculous to the funny. No doubt to laugh.

Login to Web Policies and continues watching TV different political campaign spots.

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Francisco de Narvaez is perhaps the most used political Web 2.0 in the last election. In 2007, when he ran for governor of the province of Bu you in Aires, s orprendió a campaign in Second Life. From then on betting heavily on Web 2.0 with successes and failures, however following the recent legislative elections in Argentina, Francisco de Narvaez emerged as a candidate with more coming to the youth. The play of political marketing aho ra elected legislator was overwhelming as it had before important human and economic resources.

On a Web campaign could be seen the same situation. With a strong investment in the political campaign on the Internet, digital communication equipment Francisco de Narváez created distinct spaces that drew Web. The biggest failure was in no mome nt aimed at segmenting the electorate, a strategy that was instrumental in the campaign of Barack Obama in the U.S. and brought a very effective channel to the electorate and LLE gar the message to minorities. This was not the case because it took a while to develop some sites that were efficient in case of electoral situation (see the case nuestraboleta.com), there ot ros were implemented but did not produce traffic and interest and were in unproductive activities (see e case unidosenlaweb.com l).

was also seen a significant commitment in resources r used exclusively to build a digital computer which is remarkable. Assemble teams around campaign engaged to work only on Politics 2.0 is what should implement No candidates from now on. Political Marketing will increasingly need the e- Political Marketing.

digital equipment Francisco de Narváez attempted "to Caparo Web and positioning strategy for this tactic was implemented mu multiple sites. No pregnant go, not at all clear that this move of political marketing on the Internet was really effective and brought a final result that has justified many of the candidate sites. Surely less been reached and the election results would have been the same.

Below is a survey of the spaces digita them. The + and - web campaign of Francisco de Narváez:

www.miprimervoto.com



















Aimed at young people who would vote for the first time, the site was advertised as saying: "In three minutes grass doubts on how to vote." There are explained in briefly and concisely all about how to vote on a number of items.


www.meayudas.com




















space aimed to motivate people to participate by registering on the page and entering your details and up some expression of commitment. It is unclear if they sought to get some action other than the electorate, rather than to generate a proprietary database p ara the same season and for use in the future. If the latter was the target site must have been very e fectivo.


www.unidosenlaweb.com



















Another site aimed at young people which published news proselytizing activities and incorporating a forum for discussion and participation, although with little intervention: the theme "Young People who want to grow" was the one who had the most participation with 28 postings and theme "Proposals" where they could get to see the feedback to the citizen as ide to generate as had only 3 postings.


www.serfiscal.com




















The call for tax to control the counting of Feedback was one of the main both Stolbizer Narvaez as to address the structure of the Peronist party apparatus. The space also featured a Test to see how much sa Bias of the electoral process, a move which also used the Civic Agreement and Social. Without doubt one of the best actions to encourage citizens to participate and engage in the electoral process.


www.nuestraboleta.com




















The site showed the list of candidates ballot and it was a very effective action to remove doubts as the site was developed from the termination of the distribution of ballots for a suspected apocryphal candidate Fernando Narvaez and distributed to confuse the electorate. An action nr or to ask and effective permitted or circumvent the problem of false ballots and complemented or with the distribution of ballots in the streets.


www.nuestraplataforma.com




















Here you could find the Basis of Action Political and Electoral Platform, in too brief, very general explanations and poor, undeveloped how to implement these policies. result information or too low to be an election platform which should detail each of the actions to take. Dej air or a few ideas and the site is done or s nly to meet and demonstrate that has focused on building a working platform.


www.mibancavirtual.com




















A site that incorporates its activity as a legislator. Friendly aesthetic, as most of the candidate sites, the page tries to be a kind of virtual office but not the amount of information which tend to have this kind of sites that it can be found at his personal website www. franciscodenarvaez.com.ar .


www.mapadelainseguridad.com



















was the first of the spaces disseminated by the press and communications team. The site allows citizens who were insecure to make a complaint online by entering the crime and its location. This will display a map of the province of Buenos Aires with a record of the areas most affected by insecurity. The site was effective in positioning and distribution being replicated by most media as a novelty. But the action posed a serious dilemma: If people ask politicians q ue seek security solutions, how a politician given to seek solutions to people and delegating responsibility the city for the fight? The reality is that people in this area and seeks guidance from the political commitment to take necessary and appropriate measures, not the reverse.
On the other hand, the space was filled with false allegations and jokes that did nothing but play down an issue as sensitive as insecurity, which speaks of an action or communication n irresponsible policy without having measured the possible consequences. Security is not an issue that can be resolved collaboratively but demands action to m s top-down part of the pol t ticos and then, from these ideas and actions, to work together with society.