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Political Web 2.0 in The Citizen 2.0

After

Sunday's legislative elections on June 28 can perform an analysis of how the Web was used 2.0 in candidate campaigns. Each sought fo rm be online and so worked on different areas of e-Marketing Political tr tying to win land within the Network

While the Web is currently for now far from being a real area of \u200b\u200binfluence, the main aim of candidates and political parties was installed in the collective unconscious of the Web 2.0. They used their tools to establish and to demarcate its space, reinforcing its image and make known their letters in an Internet that will much more decisive role in the coming years.

It was found that some have participated more actively in the Web 2.0 than others, and there are candidates who undoubtedly knew how to work more effectively. These are all cases can be taken as examples and future research to learn about the Internet but lso t to build effective strategies in the future. Looking at what you are doing is important to resolve the coming electoral battles and achieving the best results in getting the message to the community.

Facebook and AdWords were the sites chosen by politicians mostly complemented with others such as You Tube for certain occasions. However, the rising star seems to be Twitter in recent months had an exponential growth for political use and is the tool that seems to excite more political environment for ease of publication through any mobile device. Er Twitt was also a tool used and even in some cases brought headaches as happened to the people of Macri suffered apocryphal account creation.

Francisco Narvaez

digital equipment Francisco de Narváez has launched sites that had a strong first impact on society due to strong media campaign but remained only that. The clearest example was that of the Security Map , with which claimed that citizens ma RCAR and denounce the most insecure geographical areas of the province of Buenos Aires. But the results were not expected because the joke I was given false allegations that eventually undermine the project of EU candidate-Pro. Paradoxically, the evidence in the Security Map were not safe.

for Facebook Also there was a very intense activity of the candidate of the Pro who reported daily developments arising from his action campaign and the different places I visited on the route through the province of Buenos Aires. De Narvaez was one of the first politicians in Argentina to generate a constant activity through their Facebook account to contact citizenship, however sometimes note too that this is an account managed by a team of press and not by the policy itself. This is perfectly understandable, but it would be Interestingly, each political both matter who interact directly with citizens to dialogue face to face with people.

Margarita Stolbizer

The candidate for deputy for the province of Buenos Aires by the Ac Civic and Social uerdo was active and demonstrated it through their Facebook and Twitter accounts that did not stop updating. Every day you could find the place you visited in the province or group of citizens who gathered to tell their proposals.

However the most interesting Web Stolbizer campaign was the work of e-mail marketing that carried out their digital equipment. In this regard it was observed actions mail to convene tax tables can help to count the votes. This call is complemented very well from the website of the candidate and from his Facebook group, while sites from the Civic Coalition and Civic and Social Agreement.

The e-mail campaign marketing show also delved into the proposals, something that was discussed very little in this election. The mail suggested a list of areas relating to insecurity, political, educational, health, environmental policy, political transparency, inter alia, that the "clicking" on the link remitted directly to the website where, in addition to reading the proposals, it was observed to Margarita explained each proposal through a video that reinforced the message. A success of his campaign web.

addition, the election day could follow the election live from the bunker ACYS. From its website inviting citizens to follow the minute the election with Elisa Carrio, Gerardo Morales, Alfonso Prat Gay, Ricardo Gil Lavedra, Margarita Stolbizer and Ricardo Alfonsin.

Carlos Heller

Kirchnerism The candidate for the city of Buenos Aires chose to centralize their online strategy in Google adwords advertising. The campaign schedule on line really stood out in various portals, web and digital media to reach saturate at times. Heller was everywhere. He also took time to work intensively with regular updates on Twitter, saying that it was doing the candidate at that time.

Martin Sabatella

Martin Sabatella candidate faced a hard choice but threw public knowledge of achieving fourth place in elections. With own party structure under the name New Meeting armed action in the Web-based pattern online, but without the intensity of Carlos Heller. Some of his co-list, such as Jorge Ceballos, held a small campaign e-mail marketing that referred directly to their personal Web. Martin Sabatella also had an intense activity in the Facebook group, but unfortunately was devoted to using space as a mere press office in which news stories were published that made him the leader of another meeting.

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campaign went into action in Iran

Maybe sometimes a bit difficult to understand the scope of Web 2.0 to ike difficult to see the great power they have their tools as media and communication channels ng. But the situation we are living these days after Iran's presidential election shows a bit to where you can get with these web 2.0 tools. Allegations of what happens in the streets of Tehran do not stop coming to different social networks and online communities. Powered by cibersimpatizantes opponents, places like Twitter, Facebook, YouTube and Flickr are currently the areas of m ayor freedom of expression beyond the government's efforts Iran to cut off roads leading Internet and mobile telephony. Through photos and videos that are updated by the minute, the world is learning what happens in China before he to erratic presidential elections that allowed Ahmadinejad's presidential term.

The atmosphere was heated after the election when the results were announced. Immediately hundreds of people protested in the streets, charging that there was fraud, but the situation worsened when the same Council of Guardians, the highest electoral authority in the country, admitted that there were irregularities in the vote. The agency announced that there were more votes than voters and citizens came out en masse opponents to the streets to march against the government. However, the main catalyst for the worse scenario occurred when the arrests began yl to paramilitary groups repression against opposition rallies of citizens who reported fraud at the polls.

information remains scarce and the media remain under strict government control over all what they publish. The Government issued an order limiting the work or journalistic impossible to take pictures and shoot video of the mass marches. In this situation, were the citizens who took the initiative and became the see many genuine communicators, showing the violent events in Teheran. Prompted bans Iranian citizens write posts, take photos and video of the event and then post them on social networking sites and portals. The world learned the details via You Tube, Facebook and Twitter.

I "tweeted"
In recent days, Twitter has become the main channel to inform and disseminate these events in Iran. This system microblogging 140 words had the lead role as more important because it was the most effective tool when it comes to telling what happened thanks to a service accessible via any mobile phone.

If that happens can not be shown on television at least can be "twitter" wrote a user of Twitter l counterbore "kaplanmyrth." In this way users Internet government opponents began to circumvent the censorship to show what happens and not said in the media. To avoid being captured different users alia on the Web were establishing "proxy servers", that is, computers with Internet connection are used by people inside Iran but that could bypass the embargo imposed by the Government. The proxy is a service running on a computer that allows other computers to connect to it, and access to other third parties. So the Iranians are providing users a lot of "proxies" that can not be tracked and that information can flow freely without be censored. Over the last week, Twitter users have steadily changed the location and time positions more difficult for authorities to find those that truly deliver a message from Iran. In addition the move was also backed by Iranian citizens living abroad.

Iran09 twitter or :
"I confirm that there is a season Basij (Islamic militia) around the square, and people who shoot from the roof" . # Iranelection "

Jadi tweeted :
"People are still joining the demonstration. Chanting "Mousavi! Mousavi! Recover my vote! "# IranElection

YouTube also had a key role so they can see the images of protests and, thus, became a projection room in which cibermilitantes opponents rose videos captured by phones and digital cameras showing the protests that did not contain the mass media.



The im to genes v í victims from the repression ng are striking :

When seeking to control the uncontrollable
With the strong control the media in Iran, the government of President Ahmadinejad walked on a close monitoring of Iranian surveillance to sites identified as "problem" that express opinions and voices that are considered "anti" "Obscene" and even "anti-revolutionary." The continued persecution of dissenting voices on sites has become or not the main objectives of Ahmadinejad sees as an area of \u200b\u200bcontrol, unruly and dangerous. But the Internet seems to be a sea too big to try to silence all voices and is almost ridiculous to try to control everything that is "talking" on the Web. Monitor all online activities is obviously a task that overcomes and information filters through spaces created by the citizens themselves.

In today's world nothing is the same as they are often referred to the benefits of new technologies is necessary to mention the opportunity they provided to communities to count, report or show their stories. Web 2.0 allowed this kind of "democratization" of the broadcast of messages where each person can be a "correspondent" rising to the Internet their texts, their videos through various tools.

Thus, the amount of information produced by the Iranian users overwhelmed any intention of censure and exposed all the events that "do not want to show." The fact is, so far, the most exemplary of the real power is Web 2.0 and shows its conceptualization in the cyber interactivity produced from the different channels used, such as Twitter, Facebook and YouTube, and illustrates his philosophy under the idea of \u200b\u200bcollective participation. "

Photos 2 and 3 via AFP

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Governmental enter the Web 2.0 Branding 2.0


















tools offered by Web 2.0 opens a new field in the communications field but not All organizations are using them. In some case because it seeks to maintain traditional channels of communication will pose a more ncillo between the message sender and receiver of it. Here the space is completely unidirectional communication channels do not allow space discussion, exchange of views, faith edback.

In other cases, beyond the preferences to choose the channels of communication, not yet seen the tools of Web 2.0 as viable channels for integrating the agencies. Finally there are those who fear them and see these channels as areas which are lost and control over the message, thinking that these spaces can be transformed into areas of lawlessness and a "communication debauchery." While one can understand the fears that give rise to these spaces, also must understand that the communication model was modified greatly by the emergence of Web 2.0.

The business environment is understanding the social impact involves the emergence of these new applications in the habits of citizens in the mass media. Although there is still some uncertainty, muc has companies began to use Web 2.0 to understand this space as one which can not be outside.

On the other hand, in the field inseg political sensations whatever security are enhanced because they were always kept control sectors of the communication. But they are also entering "the game" of Web 2.0, with some precautions in some cases, with much hesitation and with little other strategic development in the majority. Without a doubt, influenced more by the case rather than Obama momentum of its own, but all politicians are encouraging more and no small feat.

Web 2.0 is used in political campaigns electoral mainly, but are rare cases put into action the implementation of these tools in the area of \u200b\u200bgovernance. In Argentina we find the case of the Government of the City of Buenos Aires who implemented a blog in addition to various tools such as YouTube and Facebook.

case ONTI













In Argentina, the the national level is much harder to find cases. For this reason stands out in particular the work that is conducting the National Office of Information Technologies (ONTI) , which is the lead agency for information technology employment in the National Public Administration. The body depend and the Cabinet Secretariat and Public Management and is responsible for formulating policies to implement software development processes and technological innovation logic for the transformation and modernization of the state.

The work undertaken since the ONTI takes a larger dimension because is perhaps the first case of a national government agency that implements the use of Web 2.0 tools. Following the premise of obtaining a greater interactivity for users to provide input through their comments and suggestions, ONTI the opened a blog in which provides daily updated information. Trends imposed by the Web 2.0 took people of the ONTI to create different channels of communication with people:

A YouTube channel where videos are shown institutional otherwise , would not come to the hearing and be filed.







A Flickr account for images illustrate the organization's activities.












A Twitter account where the latest information.

The initiative is ONTI a true example to take in communication and, over time, must imitate similar other government agencies. The possibilities are endless and you can work these interactive spaces and specific areas that depend on the Departments of Communications of each agency understanding these channels as tools that complements the traditional way of Institutional Communication, whether official sites, publications, house organs or newletters.

The invitation ONTI making through his blog, suggests that this involves not be left out of this evolution, in reference to Web 2.0-and bring the themes of his competitors and their products to generate knowledge and share information. Successes in the development of these channels, which has as its backbone to the blog, there are several, but one particular highlight is the language used in the log. Outside set T forms a very formal, the blog posts ONTI usually very pleasant and dynamic without implying a detriment to the message that should provide a government agency.

As part of a communication strategy for the institutional arrangements as l government agencies must find new and better ways to communicate with citizens , not through the editorial filter represented in the traditional media, but directly to the message is not distorted. This is the great challenge now facing organizations and can be overcome if used correctly the tools of Web 2.0.

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"An unbranded product is not sold." This phrase is often used in the marketing world to simplify a reality that ultimately ends up being far more complex. The brand offers distinctive properties to a product that succeeds thanks to them from the crowd managed to get the "plus" ensure that consumers recognize. Within brand ra It is found the name and logo but there are also design and symbols that characterize a product or a service. This is how we explain, making identification and differentiation while the competit ia.

But how do you create a brand 2.0?
Obama certainly thought about it: to generate a mark under Your Name re fully conceptualize the idea of \u200b\u200bWeb 2.0. The U.S. president was able to use Web tools to implement the policy but this in itself did not involve a novelty because there were other politicians who were already experiencing on the Internet.

What did he do if Obama different?
many Latin American politicians are trying to figure out the strategies and tactics applied to the tools offered by Web 2.0. Several leaders and ac est OTHERS ARE tuando and engaging trying to imitate actions on the Internet to be the "Obama Latino." No pregnancy rg forget something important: that Obama portrayed a model 2.0 not just use Facebook and Twitter, among others , but by opening up the field in a multitude of policy actions that embody the concept itself 2.0 and adjust the ways of doing politics, transforming it into an exercise in conjugated nt with the public. Web 2.0 means the community, and it generates a feedback between users lita possibility to share ideas, exchange thoughts, but also promotes values \u200b\u200bto learn to hear what the other has to say. This act of listening can, therefore, that multiple voices can express themselves, voicing their views on a topic. Undoubtedly showed that many Web 2.0 people had something to say and allowed to visualize a broad range of views expressed by the diversity that defines us as human beings years. Only by observing this plurality can begin to accept that another thinks differently.

















Obama understood and offered a message for each of these multiple voices speaking to each audience specifically to make them feel they are important and His voice goes. That was how he opened his brand to be modified according to audience that was addressed by adapting their logos and symbols for each community. He opened his mark for each sector in this way message going from the candidate to voters but did not stay only in this.

His campaign went further, Obama opened the mark allowing citizens to take ownership of it. The result is that people felt they could all reap the benefits ings because they were all part of the Obama brand. Were overcome fears of "generating leaks", and took a flexible position that helped push Obama Brand legendary status. The failure of most political campaigns is that, instinctively, want to control every instance of the use of its name or logo, but the Obama campaign instead encouraged people to identify and put his trademark style. The most prominent example of this was "Artists for Obama", a group of designers who put their stamp on the Obama brand through original shirts and poster designs . The impact on the U.S. citizen was very strong but went beyond the U.S. borders to expand the rest of the world. Identification is something that reaches the depths of people, so it's important to give citizens the means to do so.














Portrait of Barack Obama created by Shepard Fairey became an icon of the campaign of the current U.S. president. Fairey is a graphic designer whose style takes elements of the political propaganda of the mid-twentieth century and making a special effort of the aesthetic components of the 60. His work offers a revival of political poster art designs of that era. Internet today can find an application created by Paste Magazine called Obamicon.Me . This is an online tool that transforms any digit photo to a poster of Obama as the basis for applying the color poster created by Shepard Fairey.















generated thousands of users and their image similar to the U.S. president, another example of how the brand Obama opened to citizens adopt as their own, meaning that users, thanks to the permissions that offers Web 2.0, is transformed into "prosumers", a mix of consumers and producers of information. politicians in Latin America are already in the race to use Web 2.0 but they still need to understand the difference between being on the Internet and 2.0 be a politician.