Ecampaign
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This document discusses strategies for running an effective online campaign presence. It outlines key areas like content, participation, integration, and learning from experiences. Specific tools are recommended for different levels of supporter engagement, from casual to highly active. Trends mentioned include the growth of social media use and importance of community building to drive real-world actions. The overall message is that an online campaign should lead a movement, amplify supporters' voices, and find ways to translate online enthusiasm into offline outcomes.
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Ecampaign
- 1. e campaign
- 2. Presentation 1. What? Why? Me? 2. Numbers 3. Action 4. Ideas 5.Tools 6. Trends
- 5. Conversation
- 6. Career
- 7. Community
- 8. Citizens
- 9. Culture
- 10. Chaotic
- 11. Captivating
- 12. Connections
- 13. Confrontation
- 14. Copy
- 15. Clutter
- 16. Chief
- 17. Commerce
- 18. Champion
- 19. Numbers
- 20. US Internet Users ‘ 09 = 220m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m
- 21. Online Use Next 5 Years Teens = 21% increase
- 22. Online Use Next 5 Years Adults = 50% increase
- 23. Online Use Next 5 Years Ages 3-11 = 61% increase
- 24. 2008 Online Voter Activity 59% Took part in some sort of campaign activity 55% Searched for election information 44% Sent or received campaign related emails 39% Watched online political video 37% Visited politically oriented websites or blogs
- 26. Action
- 27. Offline Drives Online = Online Drives Offline
- 30. Communicate Communicate Communicate Reinforce the Message
- 31. Maximize Content Event Audience Opportunity
- 32. Learn Search Hear Discover Understand Fail
- 33. Ideas
- 34. Party Website More Passive Personal Website Email (newsletter) Web-based campaigning Web-based discussion forum Email (correspondence) Blog Social Networking Instant Messaging Texting More Proactive
- 35. Start Early
- 36. Build to scale
- 37. Innovate when necessary – do everything else incrementally better “ Do the cool well – do the boring really well”
- 39. Make it easy to Find 90% = Page 1 of the search results Use creative urls/twitter names Use the same tags as opponents - positive response can be found when people search for the
- 40. Make it easy to Forward Provide content, text, videos, speeches, photos, call sheets, scripts and how-to guides materials they can use to create their own compelling content Viral is the new local
- 41. Play where your supporters are – not where you think they are
- 42. Channel online enthusiasm into specific, targeted activities that further campaign goals
- 43. Integrate online advocacy into every element of the campaign
- 46. Steps of Activity TechPresident notes, “provide opportunities for the most casual supporters to stay involved, while also providing more strenuous opportunities for the smaller core of activists”
- 47. Advocate Social Personal Create a group Recruit others Host an event Host blog Coalition leader Create a profile Post pictures Write blog post Join a group Email / Text Volunteer Walk Phone Donate
- 48. Tools
- 52. Start Here Secure Name Secure Themes Think Creative
- 53. Bulletin Board Groups vs. Pages Events Search Status Updates More Formal Voice of the Candidate
- 54. Professional Serious Business Candidate Profile Groups Sub-Groups Status Updates
- 55. Dedicated Channel(s) Search Tags Share Multiple Videos 2:30 minutes
- 56. Word Press Blogger Regular Commentary News Graphs Photos/Video
- 57. Real Time Web Instant Web Rapid Reporting Search http://search.twitter.com/ Micro-Blog Target Reporters Develop Dialogue Voice of the Campaign
- 58. Share This Easily share content Analytics
- 59. StumbleUpon.com Browse Interests Discover Content Community Target Audiences
- 60. Photos Community Search Tags Share Edit
- 61. Event Planning Event Invitations Payment System Share Track who’s coming, who’s not and who has yet to respond
- 62. 90% Within three feet of their cell phones 24 hours a day Read their text messages
- 63. Analysis Speared Reach Search Schedule Multiple Accounts
- 64. # Hashtags Twitter Alerts Search
- 65. Spread Reach Update Multiple Accounts Manage Multiple SocNets
- 66. Trends
- 67. "In this Internet era, it's not enough to run a campaign; you need to lead a movement. That's what Obama did. If you look at their site, their online videos, their online ads, everything they did, it wasn't about 'me, myself and I.' It was about 'we' and 'us.‘“ Mindy Finn, Republican political operative.
- 68. Amplify the voices Receive real time knowledge that is actionable "live connections” Geo-location, location, location Twitter applications Mashups
- 69. Don't be surprised if a canvasser knocks on your door in 2012 and, glancing at his iPhone, says, "Ms. Smith, thanks for your $50 donation four years ago--and for attending the Joneses' party on the environment. Care to call voters in Ohio to help reelect President Obama? Oh, and your neighbor Mrs. Jensen couldn't get to the polls in 2008. Think you could give her a lift on Election Day?“ MIT Technology Review
- 70. Marc A. Ross (949) 373-6449 (703) 598-3242 [email_address] Blog @ Advocacy 2.0 advocacytwopointzero.blogspot.com Twitter @marcaross