Počet ću s jednim citatom iz Marketing Blefsikona koji ide otprilike ovako: “političari su zadnji preuzeli marketinšku filozofiju i to im ne ide od ruke, zlobnici bi se složili da je problem u proizvodu kojeg nude”.
Kako volim lokalne izbore! Lokalni političari krenu od kuće do kuće skupljati potpise kao cigani na dan pobiranja glomaznog otpada. Zatim pokucaju na vrata i daju svoje najbolje. Neki od njih krenu s ulizivanjem, neki od njih s patroniziranjem, a neki od njih jednostavno kažu što imaju i čekaju rezultate. Naime, ono što je zabavno kod lokalnih izbora je njihov nevjerojatno mal budžet što rezultira nevjerojatnim bumom kreativnosti, a ta kreativnost ih je dovela na internet i tu ta ista kreativnost prestaje.
Eh da, prije nego što krenem, ja ću nastojati biti što neutralniji po ovom pitanju jer ne želim uvodit politiku u postove ovog bloga (ali možemo raspravljati dolje u komentarima).
Specifičnosti lokalnih izbora
Lokalni izbori su specifični baš po tome što se odvijaju na nižoj razini od onih parlamentarnih i predsjedničkih. To dovodi do magičnog trenutka gdje sve glavonje iz velikih stranaka, što iz oporbe, a što iz vlade, zašute na par tjedana pokušavajući ne kompromitirati planove svojih malih pipaka koji koaliraju sa svima, samo kako bi dobili vlast.
Vlasti se pokušavaju dohvatiti obični ljudi imitirajući ostale što ih čini samo izgubljivima u gomili. Ne postoje stručnjaci na području marketinga koji bi savjetovali kandidate, a kao što sam rekao, budžet je oskudan. To rezultira amaterizmom gdje ekipa s liste, iz stranke, prijatelji i obitelj pokušavaju stvoriti materijal za promidžbu tako što uz malo znanje Photoshopa izrade plakat i otvore Facebook grupu pozivajući sve prijatelje s liste.
Također je zanimljiv način promidžbe na lokalnim izborima, jer se ne isplati veliki novac trošiti na televizijske reklame jer se time dobije isto kao kad bi pokušali ubiti muhu sa sačmaricom. Zato ostaju radio postaje, plakati te lokalne televizije. No, ovim izborima je započet nov način promidžbe, a to je onaj putem interneta. No, po dosad viđenom, ove prve mačiće ćemo baciti u vodu.
Å to se tiče marketinškog gledišta, pozicioniranja nema. Svatko cilja na svakoga čime se stvara veliki nered. Oni koji brane vlast već tradicionalno na svojim plakatima imaju sliku raskrižja ili škole koju su otvorili s već isfucanim i ustoličenim sloganom “Vaš Gradonačelik”. Oni koji žele vlast im za to vrijeme spominju tvrtke njihovih sinova, kćeri, žena i kumova (koje nekim čudom obavljaju višemilijunske poslove za vlast) pokušavajući kompromitirati dosadašnju vlast. Slogani ne govore puno, ne pokazuju program nego pokušavaju inspirirati glasače. Sve u svemu, jadno. Iako na listi sjedi 15 ljudi, često takve stranke dobiju manje glasova što pokazuje da ni sami kandidati ne vjeruju u sebe, a kako i ne bi, kad su već lokalni močnici ti koji su visoko na listama, a poznati i cijenjeni građani služe samo za boostanje broja glasova.
Pogodnost interneta kao alata na lokalnim izborima?
Po GFK (otkud sam pobrao i ove grafove) internet je za osobne potrebe koristilo 47,5% stanovništva, što je velik rast od 2007. kada je ta brojka iznosila 39,4%. Od njih je 56% koristilo internet na dnevnoj bazi. 66% internet korisnika voli surfati po različitim stranicama, a samo 8% ih voli kupovati preko neta.
Zanimljivo je i da preko pola milijuna korisnika Facebooka dolazi iz Hrvatske što taj site čini glavnim brlogom wannabe vjećnika, (grado)načelnika i župana te njihovih marketinških savjetnika (najčešće od susjeda mali).
No, taj isti wannabe (grado)načelnik mora nekako doći do svojih sumještana, a to je već problem. Lokalni portali su očito područje djelovanja, ali oni su manje posjećeni od ostalih stranica. Npr. Virovitica.info je svoj background (pro)dala lokalnoj koaliciji te vjerujemo da će tako isti doći do svojih sugrađana.
Također je moguće pogledati koje siteove vole mještani (npr. Zagreb), ali to je ili skupo ili nedjelotvorno. Zapravo, nakon ova dva izbora ostaju samo društveni mediji. Naravno, ovo sve pada u vodu ako se natječete u Zagrebu (eventualno Splitu, Rijeci i Osjeku). Tada možete računati na to da će dobar dio većih portala biti ciljno odredište vaših sumještana te se tada isplati iskeširati pozamašnu paru za promoviranje na tim portalima.
HDZ Zagreb prvi u promidžbi, ali pod koju cijenu?
Zapravo, iznenadio sam se koliko lijeve opcije nisu aktivne po pitanju promidžbe na internetu. SDP i HNS bi trebali imati na umu da oni zastupaju i mlade ‘alternativce’ koji vise na internetu. Vjerojatno su iz središnjice odlučili ne financirati kampanje podružnica što može biti presudno, barem po pitanju Zagreba.
Iako koeficjenti stoje na strani Milana Bandića, internet je preplavljen plavim oglasima mlade nade HDZa – Jasena Mesića. Osim što ima dobru promidžbu, čini se da cilja na mladež (što se može vidjeti iz njegovih omiljenih stvari s njegova bloga, btw, samo jedan post?). Bandić je dobio ozbiljnu konkurenciju. Uglavnom, iako je mnogima nepoznato, HDZ zapravo ima dobar niz marketinških stručnjaka iza sebe koji igraju velike uloge u njihovim kampanjama za parlamentarne izbore.
Ono što ne dostaje Jasenu Mesiću je onaj buzz kojeg je imao Obama gdje su ljudi volontirali i dobrovoljno stavljali bannere na svoje stranice. To je ona ekipa koju Godin zove kihačima, a to što netko ima viška novca pa može kupiti bannere ne pokazuje umjeće marketinga.
Također treba obratiti pozornost na trend kupovanja oglasa preko Google AdWordsa na što se uz Jasena Mesića bacio i još jedan kandidat za gradonačelnika grada Zagreba – Josip Kegar. (izvor: @MarioFr)
Ispravak, čini se da je njih više krenulo na AdWords, tu su i Milan Bandić te Ivan Kuret (nisam primjetio, nije namjerna greška, tnx na ispravci @Bobz_Zg)
Problemi po Facebooku i ostalim društvenim mrežama
Facebook se našao kao pravi raj za sve političare iz malih mjesta. Valjda sam dobio tisuću pozivnica za različite “XY za gradonačelnika” grupe. Naime, na taj način je lako okupit buduće glasačko tijelo te ih informirati o budućim aktivnostima vaše stranke, ali čini se da je i to postao pretežak zadatak. Tako je većina kandidata otvorila grupu, a zatim užicali sve prijatelje da pozovu svoje prijatelje i to je najdalje do kud su stigli. Ništa više, ništa manje. Nema slika sa skupova i fešti, nema programa, nema obavijesti, ništa. Poprilično loša strategija.
Kako su svi pokretali takve grupe, ubrzo se narod zasitio, a wannabe gradonačelnici su se izgubili u gomili skupljajući članove kao markice, samo kako bi ih mogli pokazati.
Za to vrijeme popularni društveni servisi u RH po Alexi zjape prazni. Nitko Skoro pa nitko se nije prijavio na Flickr (44) Twitter (75) i Last.fm (88). Pa barem ti servisi ne zahtjevaju puno posla. Bilo bi cool vidjeti Flickr slike lokalnog političara kako priprema večeru ili igra GTA4. Ili vidjeti koliko sličnu glazbu slušamo na Last.fm-u. Na Twitteru zasad ima malo političara, a neki od njih su @MilanBandic i @JosipKregar (opet hvala na ispravci @Bobz_Zg)
Tako su se barem približili ljudima i s njima popričali te ih saslušali. No oni su samo manjina, a nevjerojatno je kako se političari vole držati daleko od naroda koji ih bira. No gledajući realno, Twitter je još uvijek u povojima te bi ta strategija bila pogodna za parlamentarne ili predsjedničke izbore, a sada bi je mogli koristiti samo kandidati za gradonačelnička mjesta velikih naselja.
Ovo je samo početak
No dobro, ovo su samo lokalni izbori. Iako bi bilo lijepo da su napravili nešto od gore navedenog moram priznati da se od njih to nije očekivalo. No, istina je da bi nas ugodno iznenadili. Kroz par godina ćemo imati predsjedničke i parlamentarne izbore te tada možemo očekivati veliki prodor politike na internet. Samo se nadam da će netko od njih pogledati primjer Obame i svoju internet strategiju dobro razviti. Nikome ne trebaju nizovi jumbo plakata uz ceste i naporne reklame na TVu koje nam definitivno neće promjeniti mišljenje.
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Sve što si napisao stoji — baš se danas mislim kako bi bilo super da se sve internet “aktivnosti” političara skupe na jedno mjesto, kad eto tebe
Al istina, izgleda da im je najveći problem ta dvosmjerna komunikacija…
sva sreca pa ce uskoro biti gotovo, od silnih bannera i google adsa s pozdravima iz vrtića od bandića i sličnih gluposti izgubio sam volju za komentiranjem …
Jako dobro napisano. Mene u principu razocarava sto na internetu niti jedan kandidat nije barem pokušao ostvariti neku viralu. Svi se oglašavaju ko da su u novinama, ko muhe bez glave.
Oko ovih malih gradova i općina, svi su otvarali facebook grupe zato što je to očito popularno, ali nitko od njih nije išao dalje od toga jer nemaju nikakvu strategiju. Svi oponašaju sve i nitko se ne želi isticati pa tako dobivamo jednu veliku gomilu istih kandidata. Vidi se da kod nas nove generacije političara jednostavno nema, iako je Jasen Mesić krenuo tim putem. No slijedeće godine (ako se ne varam) imamo predsjedničke izbore i onda će imati popravni…
pa na svakoj web stranici su
Daj legendo zasto si prestao pisat blog, ovo mi je bio najdrazi blog, pocni ponovno pisat
Jao, gledam sada nadmetanje između kandidata i ne znam da li bih plakala ili se smijala!
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