Annalena Baerbock - this is NOT how she wins the trust of her voters!
With my method of political confidence building kit today, I examine how trustworthy the second candidate for chancellor, Annalena Baerbock, is with the Content marketing at their website works. A maximum of 100 trust points can be achieved in total.
First I look at their voter orientation an. The same applies to politicians' websites as to websites of self-employed and freelancers. You only appear trustworthy if you deal with topics that are important to your target group. The most important five points according to Forschungsgruppe Wahlen should be included if you want to become Chancellor of the Federal Republic.
Of course, there is a lot of content on the environment, climate and ecology, the second most important topic of the day. Social issues also have their say, especially in the context of family and children. The topics of education and Corona can also only be found in the context of children. There is a yawning void when it comes to the complex of foreigners and integration. I wonder if I am really on the website of a person who wants to become Chancellor of Germany. I would expect her to have thought about Corona management and to share her thoughts with us here. Should it continue like this under her leadership with the Minister Presidents' Conferences or more leadership in the federal government through the Infection Protection Act, etc.? What is certain is that we will not be rid of the Corona issue in September. For me, it is much too thin. Here Annalena Baerbock presents herself as a politician who stands up for climate and children. That is worthy of all honor, but far too poor for a potential chancellor. That's why I'm only awarding 5 out of 20 possible trust points. Here would be a good SEO Content Consulting necessary in any case.
The second important area is the Aura. What is the overall impact of the website and thus of Annalena Baerbock? There are also 20 trust points for this area. Since we have 5 sub-points here, there is a maximum of 4 trust points to be awarded for each of them.
The design of the website is very well done. Even though "Herzlich Willkommen" is too banal for me as an intro statement, I like the effect when scrolling with the text area on the left side moving out. Annalena Baerbock comes as Brand with its features and focus topics clearly comes across and is visualized in an analog way. The photos are very likeable. If the main theme is family and children, I would expect to see pictures of her with children. Of course, one has to have respect for the fact that she wants to keep her family outside. But as chancellor, that won't be completely sustainable in the long run. Alternatively, she could at least be seen visiting the kindergarten or something similar. This makes it seem very detached and theoretical, and the connection to practical life is too brief in the communication. Overall 3 from 4 points.
At the Clarity the site scores in large parts. Short texts, easy to read, simple navigation. However, the many printed speeches are not made for reading. After all, they are speeches. Summary texts, supplemented with short video statements, would certainly be much better. Therefore 3 from 4 points.
Go to Resoluteness. Right in the opening text, there is the sentence "I want politics to make the necessary decisions to finally unleash this power." A little further down, there is a paragraph on "What drives me. Annalena Baerbock knows what she wants and shows it. Not for nothing did she prevail against Robert Habeck. The fact that nothing can be seen of him here is a small gap. This could remind the user of the website how she secured first place. Nevertheless 4 points.
The Greens are in many state governments, but not in the federal government. They stand for a breath of fresh air here. There is the Innovation quite decisive. On the basis of the website, do I trust Annalena Baerbock to initiate new things and drive them forward? Under the heading "Be ready to dare the new," you'll find the text "We've learned that insecurity arises when politics always just says what's not possible. If we want to create an era of progress, we must now also be prepared to dare to do something new. Together in Germany, European and global." But how? Which innovations to use and how? How to motivate companies to shape progress? Where can Ms. Baerbock be seen in a company where innovations become reality? For me, it's just theory. Therefore unfortunately 0 points.
At the Durability it fits. It seems to come from a single mold. Even in retrospect, their work is clear and without back and forth. Therefore 4 Trust points.
The third area with a maximum of 20 possible confidence points is the Competence with the two main points Experience and Passion. Of course, unlike Angela Merkel in the last election campaign, Ms. Baerbock has never been chancellor. Her speeches and initiatives show that she knows her way around the political scene. But what do I expect from a potential chancellor? It would be good if she had exchanged views with some of the big names in politics. I know that she has been on podiums with international politicians. But there is nothing of that here. There's more Potsdam than Putin here. For a candidate for chancellor, that's very little. Her passion for climate, children and Europe can be felt on the website. But even there, more could be shown. Where, for example, did she ever spend a night discussing to prepare the best possible draft for a climate bill by the session deadline? She probably did, but is not shown. Overall, for the competence shown, there are 8 points.
This takes us directly to the Results of her actions, which is one of the most important building blocks of trust in many areas. Without a previous office, this is of course difficult and clearly a major shortcoming for Annalena Baerbock. Now, of course, you can't say that she hasn't produced any results so far. However, personal statements and speeches are not concrete and do not allow any conclusions to be drawn about future actions. 0 points.
For the Personality I have defined an ideal for the type of politician that consists of a mixture of 2/3 authority and 1/3 innovator. Barack Obama and Emmanuel Macron come close. Some German prime ministers also have clear parts of this profile. The third possible type is the person at eye level, who can be successful in startups or as a consultant, for example. Annalena Baerbock also comes across as such a type, which from my perspective is not ideal for a leading politician. Do I trust her to negotiate with Xi Jinping, Erdogan and Putin at eye level? In other words, not just to present the German point of view, but to debate intensively and reach joint solutions? Or to steer the German economy into the future in harmony with the management of Deutsche Bank, Siemens, SAP and Daimler? One can hope so, but soberly viewed so far does not see it. Therefore it gets here only 3 points out of 15 possible.
The final building block of trust is the Integrity. To be able to judge whether actions and values are in harmony, one must first be able to identify which values drive the politician. That is quite clear: climate, children, Europe. And these drivers for her political work are then also consistently reflected in all her speeches. As far as can be seen on the website, this is absolutely integrity. That's why I give her full marks here: 15 points.
All in all, the Website of Annalena Baerbock 45 out of 100 possible trust points. There is not only air upwards (as with Armin Laschet), but urgent action is required. If you want to become Chancellor of Germany, you have to present yourself differently online. A good social media strategy would also be appropriate here. The site is too narrow in terms of subject matter, not specific enough and too detached. It urgently needs an all-round content refresh so that Annalena Baerbock can win the potential trust of her voters.