Campaigning in the digital age

The invitation from Switzerland's leading communications agency was accepted by almost 100 people from politics and business, who followed the discussions on new campaigning approaches with interest. In his opening words of welcome, Roman Geiser, CEO of Farner, posed the key question for the 2015 election year: "How do we mobilize successfully in the digital age?"

The change has already taken place

The first answers were found by Alec Ross, who revolutionized the digital election campaign. In 2008, Ross was responsible for technology and innovation in the US election campaign and led Barack Obama to success with his strategy. In his opening speech, Ross, now an advisor to Hillary Clinton, impressively explained the impact of digitalization on diplomacy, politics and campaigning, stating: "The world is not changing, smartphones and wireless technology have already changed the world." In addition to the Obama campaign's recipe for success, "What really mattered at the time was making political campaigning more efficient and effective", Ross presented five campaigning tips:

1. treat your engagement on social media as you would on live TV.
2. use social media as a place to listen, not only to send!
3. there is no such thing as online and offline! Ask them to put your twitter handle and your facebook URL below your name on TV.
4. Twitter is perfect to influence the elite and tell a story. Facebook is to reach the folks back home!
5. put on the amount on social media where you are comfortable with! Give them a glimpse of your private life, but not too much!

Swiss politics has also arrived in the digital age

At the subsequent panel discussion chaired by former Co-Editor-in-Chief Markus Eisenhut (now Farner), National Councillors Aline Trede (GPS) and Christa Markwalder (FDP) discussed with Christian Engeli (Head of Campaigns at greenpeace), Patrik Müller (Editor-in-Chief of Schweiz am Sonntag) and Daniel Heller (Political Consultant at Farner). Sushil Aerthott, responsible for digital campaigns at Economiesuisse, contributed his experience of campaigning in the digital age.

While Trede saw online media as a huge opportunity for small parties, editor-in-chief Müller also took up the cudgels for the tried-and-tested means of communication, stating: "The Twitter kings among parliamentarians have a fraction of the reach of newspapers." Greenpeace campaign manager Christian Engeli praised the opportunities that digital channels would offer in building communities on issues and mobilizing them. However, the differences between Switzerland and the political system in the USA also emerged clearly from the discussion. The good access to education and information here alone leads to a different use of social media channels. However, young voters in particular could be won over to politics with social media elements. The big challenge is then to bring these young people from the virtual world to the real ballot box. Markwalder, one of the most active Twitter users under the Federal Palace dome, emphasized that in addition to social media elements, personal exchange with the community is still the most important approach, which even the digital world cannot replace.

This personal exchange with all attendees was actively cultivated during the cozy finale. Before that, Farner CEO Roman Geiser emphasized in his closing remarks that successful campaigning in the digital age is based on the interaction of various elements. Based on 60 years of campaigning experience, he referred to the Farner Campaigning Boxwhich offers content for a sustainable campaign under the keywords "analysis", "integration", "acceleration" and "regionalization".