According to Draper's memo, LabourList.org aims to be ‘the online place where Labour-minded people come together to share news and views and have a laugh... It will unashamedly support the Government and bash the Tories. But it will pride itself on always being open to different opinions and debate.'Excuse me if I am somewhat underwhelmed by the strategy. The second element is something the Tories (and, I believe the LibDems) have been doing for some time, as is the third. I'll take full credit for the fourth as it was something I suggested to Caroline Spelman eighteen months ago. And as for the fifth, it's hardly new, groundbreaking stuff, is it?
The second element is an ‘Obama-style virtual phone bank for Labour campaigners in the run-up to the 4 June elections'. The phone bank will allow people to telephone canvass from home and input results directly into the Labour HQ database. Draper's memo states: ‘With this online tool we have, frankly, leapfrogged the Tories.'
The third element is a ‘take to the web' initiative involving key ministers appearing on the UK's most popular online forums.
The fourth element is a Labour Party HQ blog provisionally entitled ‘View from Victoria Street'. Draper's memo states: ‘Again, this commitment to real openness puts us ahead of the Tories.'
The fifth element is a strong focus on producing ‘virals and widgets'. The memo states: ‘The recent Cameron "economics homework" one was well circulated (and incidentally had Peter M. laughing his head off) and last week's webcabinet chat has been praised extensively.'
The memo concludes: ‘We now need to make a success of launching and delivering on these initiatives and then start further work on phase two. This involves further Obama-style social networking campaigning to involve members and supporters more; the launch of a "blog for Labour campaign" to increase the number of local blogs and the spreading of best practice from our most web savvy MPs and ministers.'
However, put together, it does show Labour is now taking online campaigning far more seriously.
* I wonder who leaked the memo to PR Week. No it couldn't have been, could it?
7 comments:
Wow how uninspiring.
Well they need to do something about Labourlist. I thought today was the launch date? Well it's taking about 5 minutes to connect, there are no new posts since yesterday's one by Mandy, the moderation process seems to have broken down (Hopi Sen's comments re now being "trashed" for God's sake) and the comments are laid out in a way that's well-nigh unreadable. Besides which, Dolly now seems to have decided to delete unsympathetic posts - but there are plenty still there, but few lefty commenters prepared to come on and counter opposing arguments.
What a mess! Besides which, can anyone see the likes of Mandy actually coming on and replying to commenters?
Have to agree with Iain it is nice to see Labour's groundbreaking strategy being to catch up with the rest of us.
http://www.guardian.co.uk/politics/blog/2009/jan/13/peter-mandelson-media
Is that the black helicopters I can hear? Oooooh, hello, Mr. Creedy!
The Penguin
This whole Labour strategy seems to have been developed from watching a few episodes of West Wing and trawling through descriptions of the campaigns run for Obama, Edwards and Howard Dean. There is little new in the strategy so it will put them where they should be anyway. However Labour haven't got much of a product or a message to sell to a waiting electorate. Maybe this is a special 'do nothing' internet marketing strategy.
This is not a strategy it is a back of a fag packet list of 'To Dos'.
"No longer command and control but need to embrace and engage" Oh dear its still one way communication - they really do not understand do they?
Dropped in on LabourList and must admit to being considerably underwhelmed when the first piece I saw (in heavy type) was Brown slagging off Cameron's lunchtime speech.
A blog needs to have an individual identity. Draper has neither the intellect nor the personality to rival Dale or Fawkes so LabourList will simply become wittering navel gazing that will never rival ConservativeHome.
Sorry, but the principle is wrong.
Post a Comment