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in Chile, Part II: Frei

Former President of Chile, Eduardo Frei, was the best choice as presidential candidate by the coalition after a series of twists and turns in which Ricardo Lagos was appointed as José Miguel Insulza (OAS Secretary General) as the favorites to succeed Bachelet in front of the Palacio de la Moneda. Frei's appointment seemed to surprise everyone, including Marco Enríquez-Ominami, a young leader of the Socialist Party (within the structure of the Coalition) that wanted to run for an intern within the ruling party. When he refused to contest the nomination internal Concertación Enriquez-Ominami went to stand as independent, taking with him a large number of militants and leaders of importance.

But wear the Coalition had begun earlier, in October 2008 when they lost the municipal elections, which resulted in a blow to a presidential election year. But went on affirming the positive image maintained the President Michelle Bachelet.

As we have analyzed the case of Piñera, Frei's team has also worked effectively in a web campaign tracking and primarily to strengthen the image of the former president who, given that its two main Enriquez-Ominami rivals-and-Piñera, have the advantage of showing a change of air for the last few decades. He also played against his age, as the profile of its two direct competitors with more youthful image, thought otherwise impact on the youth of the Chilean electorate from the outset.

As expected, all three candidates worked very well the campaign website: full-time, managing the spaces, promoting civic participation and changing tactical operations along the different stages of the campaign. EDUARDO FREI

2010
Frei - The Coordination
www.efrei.cl
The Frei's campaign website has undergone modifications since its inception to date of the election. At first, when he began the long journey pre-election, image design worked for his campaign team had many similarities to the page of any American candidate.

Here we show the changes in style and web design Concertación candidate as the election campaign was developed:
























very radical changes in the visual communication of a candidate cause "noise" in the channels of communication. These "nuisances" in the communication process between political and threaten voters strongly against the message the candidate wants to convey to the voter.

But little by little his projection was getting a visual communication with its own identity, achieving distinction as a "brand" with a distinguished label rather than a foreign imitation. The achievements in this area must highlight undoubtedly, beyond that in this respect was much neglected in comparison with its competitors, and Enríquez-Ominami Piñera, who achieved a visual seal immediately hit on people since the beginning of the electoral dispute. In contrast, the repeated changes Frei hurt, beyond the excellent final results in the final design of your campaign website. It took them long to find a visual impact. Finally they found him, but perhaps later.

Looking at the final work can not but congratulate those who carried out the visual change. The development of a serious work in the graphic area and a stunning visual design, allowed him to develop a message of strength and support on your page using text boxes with many colorful backgrounds, which help solidify the texts that are within them. The use of strong tones in the logotype of Frei was one of the most effective and a radical change with respect to the candidate's name on your old page. We looked for a modern font, sans serif; strong cutting Capitalized allowed to have a deeper impact on the home page of your website. And for the auction was accentuated an exclamation mark turned out to be an image associated with widely used as a label for various communication vehicles throughout the campaign.

The simple keypad evoking the achievements of the Coalition over the years he ruled, the proposals for the next mandate and not much else, a space called "Manifesto" with phrases of self-motivation and encouragement, and a button "Download" in which users / voters had access to download information and any kind of proselytizing material to conduct their own campaigns and can carry the message to the street and the rest of the network. Always all with titles in capitals and colorful.

Facebook
www.facebook.com/efrei2010
Frei Group on Facebook

In Facebook campaign team of Eduardo Frei seems to have raised a working strategy to achieve the recruitment of sufficient support. While his fan page has more than 13 thousand fans, the group was not the case and just joined about 600 people. The contrast is greater when compared with the anti Frei created by the campaign team of his rival, Pinera, who created a space to attack the candidate of the coalition under the clever slogan "Frei No More" and earned the support of more than 78 thousand people.

Twitter twitter.com / equipofrei
twitter.com / noticiasfrei

Instead of having a unique profile, two spaces were managed with two separate accounts, one news of former president and one of his campaign team which reported the latest pre-election the candidate of the Concertación. His team was responsible for bringing you the latest news and his followers, but failed to appreciate the strategy that led to the generation of two accounts, so much so that did not differ greatly from each other and both spaces published virtually the same content. The "followers" became more than 4 000 in one and about 3 thousand in another.

You Tube www.youtube.com / freichile

The open space was highly exploited to display the entire visual material from campaign speeches, campaign commercials until closing. Like any channel that does a great user traction, the area of \u200b\u200bthe Coalition managed to place their banner with its isotype characteristic of the campaign. Managed to raise over 50 000 channel views and made a lot of interaction with people, something that can be seen in more than 300 comments that had the canal and the 300-odd subscribers.

Political Campaign Spots
Finally we bring you a compilation of campaign commercials Frei. The first is the poor and weak, the spot is a classic example of "video resume", which are displayed qualities, virtues or positive things did the politician in question. Usually not the effect you are looking for and can not persuade the electorate, much less a second round in which it is important to capture the vote of those who at first did not vote. When you make such generalized statements as to the candidate (Frei in this case) was the man who "reduced poverty by half", is simplified in a very rough relationship that voters know it is much more complex. The electorate requires direct and simple message, but it should not be "taken for a ride" because he understands that issues such as poverty reduction, there is a confluence of conditions, actions and events to make this possible.

is also the best spot Frei campaign called "It's not the same" with a catchy jingle that was armed to face the second round and sought to persuade voters who in the first instance of the other candidates voted for the left and center Ominanmi or Arrate.

The jingle is very catchy, beyond then, the results and the victory of Piñera, appear to have placated the motivating effect that tried to cause the spot. At the end it seems that yes was the same. " Check it out:

To see more videos of the electoral campaign of Chile and other countries access our Web Policy TV channel .

Ps3 Multi Zone Dvd Games

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

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