The Institute

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The Institute for Politics, Democracy the
Internet The Graduate School of Political
Management The George Washington
University www.ipdi.org
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Are you an Influential?

• Attended a public meeting on town or school
  affairs?
• Written or called any politician at state, local
  or national level?
• Served on a committee for some local
  organization?
• Written a letter to the editor of a newspaper or
  magazine, or called into a live radio or TV show
  to express an opinion?
• Written an article for a magazine or newspaper?
• Served as an officer for some club or
  organization?

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Are you an Influential cond

• Been an active member of any group that tries to
  influence public policy or government?
• Made a speech?
• Attended a political rally, speech or organized
  protest of any kind?
• Worked for a political party?
• Held or run for political office?

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Online Influentials
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Influentials Share Five Major Personality
Characteristics

• They have an activist approach to life
• They are connected to many people and
  organizations
• They have active minds and diverse interests
• Their expertise on a wide range of subjects gives
  them an enormous amount of influence
• They are trendsetters

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Influentials Questions In the past year have
you. . .
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Attended a public meeting on town or school
affairs
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Written or called any politician at the state,
local or national level
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Served on a committee for some local organization
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Written a letter to the editor of a newspaper or
magazine or called a live radio or TV show to
express an opinion
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Written an article for a magazine or newspaper
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Served as an officer for some club or organization
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Been an active member of any group that tries to
influence public policy or government
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Made a speech
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Attended a political rally, speech or organized
protest of any kind
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Worked for a political party
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Held or run for political office
Source Political Influentials Online in the 2004
Presidential Campaign, IPDI
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Online Political Citizens Are

• Seven times more likely than the general public
  to have attended a political rally, speech or
  protest in the last two to three months
• Nearly five times more likely to have contacted a
  politician
• Over four times more likely to have donated money
  to a political candidate
• Three times more likely to have written a letter
  to the editor
• Three times more likely to belong to groups
  trying to influence public policy

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Why Are Influentials Significant?

• Influentials are connected
• They are networkers and joiners
• They act as a force multiplier
• Influentials are knowledgeable and opinionated
• They are news junkies and political junkies
• They are frequently asked about their political
  opinions
• Influentials are political activists
• They are involved in civic and political affairs
• Influentials are trendsetters
• They forecast trends in larger society by acting
  as canaries in the mine shaft

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Other Characteristics of Influentials

• Theyre hooked on e-mail
• Half have graduated from college and one in five
  have completed post-graduate work
• Two in three are not executives or professionals
• Median age is 45 years old, two years older than
  the adult population as a whole
• About equally likely to be a Democrat or a
  Republican, and one in four say they are
  independent

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Characteristics of Influentials

• They are activists.
• They are joiners and networkers.
• They are news junkies.
• They are opinionated.
• They are busy.

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They are activists . . . So help them lead

• Ask for their help, and tell them what you need.
• Give them the authority and legitimacy they need
  with titles like eCaptain and ePrecinct Leader.

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They are joiners and networkers . . . So build
a campaign community

• Help them form online communities around key
  issues and constituencies.
• Take advantage of their social and professional
  networks -- send them compelling e-mails to
  forward to their friends and colleagues.
• Invite them to campaign events to meet other
  supporters.
• Create a campaign blog that lets them communicate
  with each other.

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They are news junkies . . . So feed their habit

• Post current news stories on your Web site and
  send out newsletters with info on key issues.
• Ask them to send you news items you might have
  missed.
• Provide links to online news organizations.
• Hold online chats with the candidate, prominent
  supporters and campaign officials.

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They are opinionated . . . So give them a
microphone

• Help them articulate their views with solid,
  sourced background information and concrete
  talking points.
• Organize a Media Corps to communicate with local
  media. Give them talking points and weekly
  assignments
• Post links to blogs and online discussion groups.

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They are busy . . . So make it easy

• Post names and physical and e-mail addresses of
  newspaper editors and tips for composing a letter
  to the editor.
• Post exact times and station call letters of
  call-in radio and TV talk shows, and give phone
  numbers and names of show hosts.
• Give them Event-in-a-Box kits that provide
  everything -- lists, posters, brochures and tips
  for holding house parties and conducting
  neighborhood voter registration and GOTV
  activities.

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For More Information

• www.ipdi.org