While the Web site has an operating loss of EUR 2The convergence of methods is also evidentThe broad index the DJ Stoxx 600 tumbled 2High dependencyTwo mechanisms combine to precipitate the country into crisisAn ultimate arbitrations meeting took place yesterdayThe benefit resulting from this situation must be distributedThe Elysee will face a new day of likely massive mobilizationThe second pillar of the strategy is innovationUnable in any case again playing the spoilersThis leaves more to hope that it is not in rapid decisionmakingAre brand strategies transposable to the world of politics Some five months of the presidential election and then members of PS today vote for their candidate, political parties and candidates to the Presidency of the Republic use the Web tools directly from the marketing or Web 2.0, the concept of use of the canvas that value the participation of the user.
UMP made a notable incursion, using the sending of mass unsolicited email, and then to purchase sponsored links on terms in relation to the news (such as "school map") referring the user to the site of party. "It was applied to the policy a somewhat classic idea of commercial marketing, we offer all our customers", explains Arnaud Dassier, Associate Director of the fairy tale of new media agency, which provides benefits to the UMP. Result, it claims for the party 500,000 contacts database. Words Laurent Fabius also resorted to buying links sponsored, but on sur des had mots Laurent Fabius a aussi eu recours à l' achat de liens sponsorisés, mais sur des eu a eu à l' de sponsorisés a had à l' de sponsorisés à l' à l' de sponsorisés de de sponsorisés sponsored sur on, his side, Nicolas Vanbremeersch, alias Versac, political blogger.
Other marketing tools have the rating. Including sponsorship, which is to encourage a militant user to back up its political e-mails to friends, or the recruitment online membership, one of the major successes of this net-campaign. UMP also tested at the targeted marketing by opening a Web site dedicated to women ("Agora they"), or the young assets.
"We expect, we, on the viralité information on the Net." "We are creating blogs with links between them," explains Benjamin Griveaux, who coordinates the campaign online of Dominique Strauss-Kahn. Same word order in the Web of Ségolène Royal team, seeking to "create a social network on the Net, by relying on 200 blogs of local committees of future desires, and by encouraging the creation of thematic blogs", insists a member of the team.
Recommendations of the CNIL
Modes of operation differ according to the parties and the contexts of nominations. "The UMP adopted a logical enough mass and pyramid, while PS focuses on each candidate: an approach that relies on more autonomous activists on the canvas, and seeks to make the relay", said Nicolas Vanbremeersch.
But the recent recommendations of the National Commission on computing and liberties (CNIL) and the Forum of the rights on the Internet (IDF) may put a brake to certain practices. The CNIL advocates that managers of databases require the agreement of their prospects for sending them political e-mails. The UMP is capitalizing on its already collected addresses. And the IDF recommending to the parties not to resort to advertising online at January 1, 2007, "we can then more use sponsored links", added Claude Malhuret, the UMP national Secretary in charge of the Internet strategy.
Parties are also closely interested in Web 2.0 tools. In the United States, the candidates already have their page YouTube or MySpace, as Democrat Senator Hillary Clinton, to reach young voters. And Friendster has opened with ViTrue "get political", a video blogging platform where users can create advertising-based policy.
In France, it is not yet there, but is approached. Most of the candidates re-broadcast their meetings on the Dailymotion platform. Where are also already available as with the Greens or amateur activists podcasts. "This allows capturing live moments of campaign in meetings or on the street, that anyone can publish," stresses Xavier Moisant, Director of the Office of Council Place of democracy. A new deal to take into account. "A picture is worth 10,000 words, it can make or break a career. "Videos shot with mobile phones will grow," said Emery Doligé, of the Vpod society. Echo given images, tours last weekend in January, Ségolène Royal speaking in a small Committee of teachers is there to testify may be generated noise.
The UMP, as the team of Ségolène Royal, is also interested in social networks such as Affinitiz or viaduct. The Internet team of the PS leadership candidate puts forward his "judging system by users of our online debates.
Tools for measuring online
Evidence of the overall professionalization of the approach, popular online measurement tools multiply. The Politibuzz of the "Web agency" Scanblog and wants to reflect the "political buzz generated by blogs. The Baroweb of Evalimage is calculated from the frequency of queries "presidential candidate." Who must soon publish a citizen Observatory of the presidential... And Laurent Flores, CRM CRM Metrix agency boss, has launched his blog a tool raising the debate on the Net which wants to correlate the echo on the Web for candidates and poll on voting intentions in the first round of the presidential. For their part, researchers group RTGI (territories and geography of information network) from the University of technology of Compiègne are online, on their Observatory of the presidential election, tools such as a "tendançologue", to measure the "media noise" candidates.
These first assessment instruments, not always clear methods, leave not indifferent companies surveys. For the FIFG, if it's still a "buzzing" candidates online, "these media noise measuring instruments can assist in the decision." "We have proposed to the RTGI candidates, in combination with more traditional tools", said Frédéric Dabi, Director of the Department of public opinion of the Institute.
To adapt to these new political practices online, applicants hire pros of the canvas. "These opinion relays are also the"influencers", which are the most credible on a specific topic," decrypts Laurent Flores.
Dominique Voynet online campaign, the Greens recruited Alexis Braud, previously CEO of alternating host Ouvaton, and President of the association Sarkospam. PS, the relatives of DSK can rely on advice from Christophe Grébert, Blogger known for his MonPuteaux site. Ségolène Royal, it has in its ranks "technos" Aziz Ridouan, which became known by its positions against the Bill by author via his Association of the audionautes. And the UDF takes care to invite each of its events for bloggers who rely. As the UMP, it has a strategic Committee, led by Claude Malhuret and Thierry Solère, General Counsel of the Hauts-de-Seine, and which includes several players in the Web as Loïc Le Meur, media blogger and head of the Six Apart Europe, including the TypePad platform company hosts the blogs of party.
