The Ladder of Engagement in Online Campaigning
Clay Schossow, New Media Campaigns@newmediaclay
New Media Campaigns
● 12 Person Agency in Carrboro
● Full-service digital agency with a focus on politics
● Clients include local, state, and federal campaigns.
● Worked on more than 100 online campaigns
● Featured in BBC, BusinessWeek, Inc, N&O, and more
How We Help Campaigns
● Design and develop websites
● Build and execute online strategies
● Integrate or build online organizing toolsets
● Ongoing support and strategy: connecting online and offline, topical microsites, email campaigns, infographics, etc.
Building an Online Organization● Have a plan
● Know your audience (and your candidate!)
● Evaluate tools within your own framework
● Decide on conversion points
Climbing Ladder of Engagement
Case: Obama’s Ladder
What a Climb!
● From a Facebook Like to knocking on doors
● Each step of the way, I got more engaged, and they got more data (progressive profiling)
● A/B Testing Every Message (Hey, $3, etc.)
● There needs to be organization for each action
Conclusion
● Have a plan that meets your campaign’s needs & strengths
● Understand how you’ll initially engage people and move them up the engagement ladder
● Use tools to always be testing and building out more data
● Experiment with new things!
