PMO Prime Minister Office Governmental & Politics Social Media Strategy Training Workshop

1. PMO Prime Minister Office Governmental & Politics Social Media Strategy Training Workshop

2. I here for Social Media Explanation I will not involve my personal Politics point of view and personal emotion

3. Rules and Regulation given by PMO For today Seminar Guidelines No sensitive issues of previous Government No criticism of any political individual No Back Door of winning the election No Illegal action in Social Media No hacking or spam in Facebook No Stealing of personal data

4. The Impact Transformation when Technology + Psychology

5. Governmentary & Political Social Media Awareness Social Media Platform using by Malaysian

6. How Google / FB control how we think…. 5 years ago, you ask, google answer Today….. Google asked, Google Answer, you just shut your mouth. “ Type What, Will, When, Is, Are, Where,

7. 2 kind of user in Social Media Provider content provider, business owner, govern awareness, self promote, create ads, post Receiver pembaca, comments, share, like. good, love, wow, angry Emotion icon - data for category You as Target Audience

8. Politics Awareness Started Morning 7am Year of 2010

9. Governmental & politics awareness started with these in 24 Hours

10. WHO CONTROL THE CONTENT OF MEDIA CHANNEL? Who Control Traditional Media: - BOSS Who Control Digital Media: - Everyone….. How you influence social media User become your Media Channel?

11. Let’s Talks About Provider

12. PH vs BN D.Trump vs H.Clinton Which one we pilih as Case Study

13. Election 2016 United State Election Campaign Money raised and Spend Democratic $1.4 B $623.1 million Hillary Clinton campaign $598.2 million Party and joint fundraising committees $204.4 million Super PACs Republican$957.6 M $334.8 million Donald Trump campaign $543.4 million Party and joint fundraising committees $79.3 million Super PACs

14. BN Spent RM20 Mil on Ads, But Still Lost to PH’s RM800 Campaign Due to “1985” Strategy

15. Good Thing doesn’t Spread Bad Thing easy to Spread Kata Lama Org Tua Berita gembira x keluar pintu rumah Berita malu, capai Radius 100km dlm sejam. So, something Weak, how we make it into Massive positive engagement?

16. Tun M vs Najib in election 2018 Tun M = Weak Najib = Strong ----------------------------------------------- Case Study Nang = Strong Eu Kim Hua = Weak

17. So How to Compare with Fair Way D.Trump vs BN Najib Trump Spend 958mil and BN Spend 20mil Why D.Trump Won? And BN Lost?

18. Najib-funded Chinese media aimed to provide more 'objectivity'. RM238k for Ah Jib Gor FB page, Chinese Weekly. Najib gave RM240k to news portal M'sian Digest.

19. D.Trump Election Campaign using Cambridge Analytica Most Successful Political Campaign in History Trump Fake News Factory

20. What is Cambridge Analytica?

21. If we wanna change Politics We change Culture If we wanna change Culture We change People If we wanna change People CULTUREis Our Weapon Slogan from CA

22. Data Driven Marketing D.Trump election - Cambridge Analytica Agency used Facebook Advertising (lookalike) System and target 100m American Voters. • Category Voter based on their Personal Data • Created large amount of overly relevantnon-truthfulnews for each segment of categories on right occasion Example: Hurricane Katrina hit August 29, 2005. “Hillary Clinton not there for New Orleans………….” “Hillary Clinton; Bill Clinton is Psychology of Sexuality ……. On the day, 1 day, 175,000 different ads create from Russia, to aim American through Facebook with every different political awareness topics, with certain groups and categories of American audience

23. On the night when D.Trump won 1,000 related websites to generate fake news had been DELETED! All these under Cambridge Analytica; Aloma Project

24. Receiver Malaysian / Rakyat

25. We do not targeting Voter We targeting Personality

26. Find, target and re-educate / Brainwashing

27. By Taka a Survey on Malaysian Need to Login using Facebook / Google Account Answer few question in Your Website

28. What Google know about You? Check here to know what you like and all about you https://adssettings.google.com/authenticated Forgot what you did last past few days? https://myactivity.google.com/myactivity For your house harmony security reason… turn off your location here https://www.google.com/maps/timeline?pb

29. Data needed to Understand Rakyat Age, gentle, location, education level, Places you visited Facebook post you posted How you comment Page you like Who is your friend Radio station / TV Channel Group you join Access to your webcam and microphone at any time Your call history Messages you send and receive Your photos and videos Your browsing history

30. How we Scrap Personal Data from Social Media? Create API from Facebook Developer Access TOKEN Request URL, what we want from Facebook Save the data in offline spreadsheet Use for data analysis for election voters

31. Let’s Use Personality and Political Behavior Psychological to Categorizing Malaysian Social Media User BIG FIVE! Personality traits to categories Rakyat Malaysia

32. The Big Five trait dimensions are Openness To Experience, Conscientiousness, Extraversion, Agreeableness, & Neuroticism.

33. Openness To Experience, = Jenis terbuka, Imaginasi, estetika, berat perasaan, mobiliti, inovasi, tak suka cara lama Conscientiousness, = Jenis Kompetensi, organisasi, bercita-cita, tanggungjawab, disiplin diri, berhemah Extraversion, = Jenis Sporting, suka sekumpulan, tegas, aktif, mencabar, optimis. Agreeableness, = Jenis ikhlas Kepercayaan, kejujuran, altruisme, ketaatan, kesopanan, empati Neuroticism, = Neurotikisme / Jenis Gila-Gila, Kebimbangan, kemarahan, kemurungan, rendah diri, impulsif, kerentanan

34. Xp: How Openness to Experience react to Politics The relationship between Openness and Politics are most tight and closed compare with 4 others Big5 Trait. High Level: Terima kepelbagaian budaya, menyokong perubahan sosial, dan menentang ketidaksetaraan. Low Level: Bila menghadapi kekaburan, dye akan berasa tekanan dan rasa kebimbangan yang lebih dari High Level. Mereka rasa selesa dengan apa yang ada sekarang, they DON’T WANT TO CHANGE!

35. After we Categories Rakyat into Big 5 Groups, what’s next? The Solution?

36. 10% Quota System For Matriculation Programme For Openness for Experience Group of Audience High Level ; Facebook Post Title Asia best AI professor has been assign in Monash University as IT department Head More and better option in private University Low Level ; Facebook Post Title 10 % quota system is our Nation Long Old Culture to keep our education system stabil, keep our society stabil and avoid any missunderstanding between race and culture in Malaysia

37. Let’s now take a test on you! Which Big5 you belong to https://www.truity.com/test/big-five-personality-test

38. To What Tun M mentioned, are we ready to bring our Digital Social Media Election System to Industry 4.0 Tomorrow we going to learn how to get prepared and well prepared our Social Media Activity into Big Data for Future Artificial Intelligence Election System