digital campaigns: lessons learned from election 2008
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Digital Campaigns: Digital Campaigns: Lessons Learned From Election Lessons Learned From Election
20082008
A digital strategy checklist for your next campaign
Presented by:
Introductions
Chris BonnerSVP Digital Strategy
Jon Carpenter
Senior Mgr. Digital Strategy
Presentation Goals
Cover seven elements essential to any digital campaign.
Highlight digital wins and misses of the presidential campaigns.
Go over strategic advantages for you.
Discuss trends for all types of campaigns.
Answer your questions.
Benefits of Digital Campaigns
Actionable Measurable Targeted Often relatively inexpensive Scalable Conversational/Feedback eliciting Empowering
More and more, digital is required in the “cost of entry” for serious campaigns, not a nice-to-have.
The Hype
The Technology
Traditional Outreach
Press releases
Pitching reporters
Factsheets
Special events
We Media
Search engine marketing
BuzzWeb 2.0
Citizen journalism
MySpace
Social Media
Flogs
Publicity
Promotions
Media relations
IRBranding
Viral marketin
g
Tivo
Social networking
Metaverses
Folksonomy
Content optimization
Online editorial outreach
SyndicationFlickr
New Outreach
Consumer-generated content
Reputationmanagemen
t
Public affairs
Coalitions
Third party outreach
Grassroots
Mobile marketing
Advergaming
YouTube
PR stunts
Employeecommunications
RSS BlogsWikis
Tagging
Podcasting
Wireless
Our View
Big Picture…
People are online, gathering, organizing, conversing, agreeing, disagreeing, etc.
They are a click, a search, or a referral away.
You can ignore them, monitor them without engaging them, or monitor and engage them.
Drivers of Success
Most Significant Success Drivers
Know your story.
Know your goals.
Know your audience(s).
The Checklist
Search engine optimization
Search engine marketing
Online competition monitoring
Existing online community participation
Appropriate content delivery
Scaled engagement options
Online-offline coordination
Invest in SEO
Invest in SEO
“economy”“economy” “lower taxes”“lower taxes” “health care”“health care”
The Checklist
Search engine optimization
Search engine marketing
Online competition monitoring
Existing online community participation
Appropriate content delivery
Scaled engagement options
Online-offline coordination
✔ ✔
Cater SEM to Your Goals
Search Engine Marketing
The practice of buying paid search listings
Improved message delivery Measurable Targeted Contextual Often inexpensive Scalable
Cater SEM to Your Goals
Obama bought up keywords to run immediately after the debate: “Obama won debate.”
Obama spent almost $8 MM for digital ads, over $500K on social networks. (Techpresident.com)
McCain spent just over $1.5 million on Web media (clickz.com)
-MediaWeek, September 30, 2008
The Checklist
Search engine optimization
Search engine marketing
Online competition monitoring
Existing online community participation
Appropriate content delivery
Scaled engagement options
Online-offline coordination
✔ ✔✔
Monitor Your Competition Online
The Checklist
Search engine optimization
Search engine marketing
Online competition monitoring
Existing online community participation
Appropriate content delivery
Scaled engagement options
Online-offline coordination
✔ ✔✔
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Utilize Existing Online CommunitiesOnline Outreach“…reached out to well-known political blogs…
including a link to the "Hope Changes Everything" video on YouTube. We also targeted the blogs of regional daily newspapers… We even reached out to music blogs…because of the candidate-as-rock-star feel of the video… [We sent] messages to users on YouTube who had…"favorited" Obama videos… We also reached out on Facebook.1
1How Obama Became President Of YouTube Peter Kafka | March 20, 2008
The Checklist
Search engine optimization
Search engine marketing
Online competition monitoring
Existing online community participation
Appropriate content delivery
Scaled engagement options
Online-offline coordination
✔ ✔✔
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Communicate Based on Audience Preference
Text messaging: “What impressed me about the text-message campaign was that it was an effective device for collecting millions of voter contacts, while also signaling that Obama connects with young people.”- Brian McConnell, GigaOM
The Checklist
Search engine optimization
Search engine marketing
Online competition monitoring
Existing online community participation
Appropriate content delivery
Scaled engagement options
Online-offline coordination
✔ ✔✔
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Scaled Engagement Options
Large effortLarge effortSmall effortSmall effort
Scaled Engagement Options
Scaled Engagement Options
Scaled Engagement Options
The Checklist
Search engine optimization
Search engine marketing
Online competition monitoring
Existing online community participation
Appropriate content delivery
Scaled engagement options
Online-offline coordination
✔ ✔✔
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Online Drives Offline
Decentralized phone bank provides: A list of local voters A script Ability to report back the results Support and training for questions
iPhone app lets supporters: Call friends Learn about local events
-BarackObama.com
The Checklist
Search engine optimization
Search engine marketing
Online competition monitoring
Existing online community participation
Appropriate content delivery
Scaled engagement options
Online-offline coordination
✔ ✔✔
✔✔✔✔✔
Digital Campaigns: Lessons Learned
Successful digital tactics aren’t necessarily difficult, but can be complex.
Digital Campaigns: Lessons Learned
Increasingly, older demographics will engage digital.
Digital Campaigns: Lessons Learned
Organizing tools empower crowds, too.
Digital Campaigns: Lessons Learned Digital strategy can:
Be a game-changerSpecifically target messagingDramatically amplify messaging Offer the most measurable resultsOften provide the most cost-effective tactics
Q&AChris Bonner, cbonner@stratacomm.net
Jon Carpenter, jcarpenter@stratacomm.net
www.stratacomm.net
Digital Campaigns: Digital Campaigns: Lessons Learned From Election Lessons Learned From Election
20082008
A digital strategy checklist for your next campaign
Presented by:
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