The election campaign is just around the corner! That is why I attended the SPD Campaign Camp 2017 last Saturday in my hometown of Filderstadt. The venue was a little trip into the past: 15 years ago, I hosted my school-leaving ball there. This time, though, it was about the SPD’s future in the federal election campaign: a day of exchange with experts, politicians and interested party members. Participants included SPD Secretary-General Katarina Barley, Baden-Württemberg SPD chair Leni Breymaier and Alexander Schweitzer, chair of the SPD parliamentary group in the Rhineland-Palatinate state parliament.

Strategies & tools

The Campaign Camp focused on strategies and tools for the intensive phase of the election campaign. A particular focus was mobilising campaigners, whether longstanding comrades or newcomers. How can the SPD realise its full potential? Against the backdrop of populism, dealing with the AfD, hate and incitement was on the agenda. But tips on door-to-door campaigning and social media took up the most space. Alexander Schweitzer explained the SPD’s success in Rhineland-Palatinate: “We stayed at every Christmas market longer than Santa Claus!” Showing a presence also applies online. Whether on Facebook or YouTube, those who master the tools get their message across and persuade in the campaign.

Insights & workshops

The workshops provided plenty of input: Tiemo Wölken, a Member of the European Parliament and YouTuber, explained the “making of” politics on YouTube. His tip: “Reach is the YouTube producer’s currency!” Thanks to YouTube’s algorithm, even negative comments and a thumbs-down give videos more reach and viewers. Very fittingly, the workshop was a video conference! Later, Leif Neugebohrn also spoke about storytelling and social media. What content persuades? Emotion, of course, and the feeling of getting to know one another better. Facebook and similar platforms should be charming, “like a dinner party”. Ah, if only! 😉

Room for criticism

Building team spirit with theory and cardboard cutouts of Schulz (see the photo above) is important. Sometimes critical words are even more important, especially after the latest election results. The SPD should take the following to heart:

  • Claim the key campaign issues earlier: a campaign focused solely on one person cannot last. Current polling figures show this. Unfortunately, the SPD missed the chance to connect the momentum of Martin Schulz’s nomination with substantive issues. Social media lives on content, and many questions remained unanswered. Local campaigners in particular criticised this: not only voters but especially local branches need to know what the party stands for if they are to campaign passionately!
  • Campaigns are built from the grassroots: local branches often lack concrete recommendations and support from the parent party, whether argumentation strategies against the AfD or simple help with social media. Strategies for optimising social media posts are useful, of course, but what if a local branch or candidate does not even have an official Facebook page yet?
  • I also attended the 2015 Campaign Camp in Berlin. The concept is exciting and attracts experts and campaigners across party lines. Keep it up. This time, however, the input on door-to-door campaigning and social media was unfortunately almost the same as two years ago. In short: I want more innovation and courage for creative campaigning!

Into the campaign with Lilit

The heroes of street campaigning need fresh ideas and the right know-how. In my seminars, I repeatedly notice that campaigners are passionate about their issues. But strategy, focus and tools are often missing. Whether persuasion strategies, such as framing messages correctly, reaching voters through social media or coaching for the right presence, I support campaigners with my expertise in election campaign strategies. Because good issues need good strategies!