campaigns & elections magazine art of political campaigning conference june 18, 2012 #aopc12...
TRANSCRIPT
Campaigns & Elections Magazine
Art of Political Campaigning Conference
June 18, 2012
#AOPC12
USING ONLINE RESOURCES
JULIE BARKO [email protected]
@JULIEG
COLIN [email protected]
@EPOLITICS
KURT [email protected]
@KURTLUIDHART
FINDING VOTERS ONLINE
WHERE DO WE FIND THE VOTERS?
Depends on who they are…
Swing?Base?Opponents?
WHY?
Why are we finding them?
Recruiting?Persuasion?Turnout?
RULE #1
Go where the (right) voters are!
(wherever that is)
FIRST STEPS
Recruiting
Incremental process (list-building takes time)
Begin as soon as tech in place (CRM)Google adsTargeted Facebook buysContent (display) adsOptimize your website
EXPANDING THE REACH
Recruiting, cont’d
Social channelsBlog outreachLeverage the real world!Let your supporters do the workNever miss an opportunity
PERSUASION
Can be aimed at both base and swingReinforce the base, convert the swingTypically content advertisingAlso can be search/socialCookie-based targetingVote-suppression?
TURNOUT
Search/displayFind-your-polling-place appsEmail, email, emailText messagingWord of MouthDon’t forget early voting/absentee
FINDING VOLUNTEERS ONLINE
VOLUNTEERS = VOTERS
List-building is fi rst vital stepVoter-recruiting = volunteer-recruitingTrick is in the conversion
TURNING LIST-MEMBERS INTO VOLUNTEERS
Ladder of engagementEasy actions, followed by more-diffi cult
onesEasy: “share” asks, tell-a-friend, sign a
petitionMedium: virtual phone banks, show up at
rallyMedium+: donateHard: canvass, phone bankHarder: lead a volunteer team
MOVIN’ (THEM) ON UP
Provide opportunitiesReward/recognizeProvide MORE opportunitiesReward/recognizeRinse/repeat…
Soylent Green is people!
SHHHHHHHH….
Email is king.
OTHER TECH TOOLS
Obama Dashboard/Repub Social Victory Center
Engage NGP/VANGamificationText messagesChange.org, Care2, Left ActionDon’t forget the bulletin board…
FINDING DONORS ONLINE
EVERYONE CAN RAISE MONEY ONLINE, BUT NOT EVERYONE CAN SCALE AN ONLINE
FUNDRAISING OPERATION
From ICE CUBE: Check yourself before you wreck yourself:What am I running for?Who am I running against?Am I widely known for some reason?Am I willing to “lose” money initially to go
find donors?- Do I have moneyWho is supporting/endorsing me?Do I have a chance of winning?
Great commentary from Justin Hart on this: http:// ihartpol it ics.com/?p=44#more-44
WHERE TO FIND THEM
• Organic• Rented • Exchang
ed
Online Ads
• Search• Re-
targeted• Targeted
Display
Other
• Facebook• Twitter• Earned
Media
WHERE TO GO: EMAILOpt-in: website sign-ups, Change.org/ CARE2 (for
Dems)Appending: Less profi table and riskyExchange: 1 to 1 exchanges with candidates (but
don’t send your list away!)Rented: Newsmax, Townhall, Human Events, Ex-
candidates (Newt and others), National Review, Washington Times, Glenn Beck, me Dems?:
Make sure you are talking to an experienced person
WHERE TO GO: ONLINE ADSSearch: Everyone should do this. Re-targeting: Yup, you should do this tooTargeted Display: Tougher for normal people- VERY
good for big namesDrudge for Republicans
OTHER STUFF: UN-PREDICTABLE“Viral” videos- you don’t know what will workFacebook is nice, but not so much for FundraisingTwitter tooEarned Media: This is the holy grail, but you can’t
manufacture it. A really awful online fundraising operation can make
money online with a great earned media hit.
THANK YOU!
Kurt LuidhardtThe Prosper Group317-886-4438kurt@prospergroupcorp.comwww.prospergroupcorp.com
FINDING ACTIVISTS ONLINE
What are people saying about you online?
Who talks about your issue in the blogosphere?
Who posts articles about you on social media?
Who is creating multimedia about your issues?
LISTENING
OfflineOnline
CONNECTING
Social media advertisingOutbrainSearch enginesTargeted, interactive online advertising campaigns
TARGETING
Advocacy toolsShareable actions and contentFollow-upRewards & Recognition
DRIVING ACTION
JULIE BARKO [email protected]
@JULIEG
COLIN [email protected]
@EPOLITICS
KURT [email protected]
@KURTLUIDHART