mixx canada jascha franklin hodge obama juggernaut
TRANSCRIPT
MIXX Canada | 2009-03-05
welcome
Inside the Obama Social Media Marketing Juggernaut
Jascha Franklin-HodgeChief Technology Officer/Co-founder
MIXX Canada | 2009-03-05
Founded in 2004 DC, Boston, NYC,
London 75 Employees 200+ Clients
Design Technology Strategy
who we are
MIXX Canada | 2009-03-05
obama ‘08 by the numbers
>1B Emails to 13M Addresses
>1M SMS Subscribers 200,000 Offline Events
Planned via Web 35,000 Local Volunteer
Groups 14.5M YouTube Viewing
Hours
$770,000,000 Raised
On-line65%
Off-line35%
MIXX Canada | 2009-03-05
how we did it (and how you can too)
1. Drive Action2. Be Authentic3. Create Ownership4. Be Relevant5. Create a Strong, Open Brand6. Measure Everything
MIXX Canada | 2009-03-05
Off to a bad start
MIXX Canada | 2009-03-05
Much improved
MIXX Canada | 2009-03-05
Low barrier to action
MIXX Canada | 2009-03-05
Action-oriented social networking
MIXX Canada | 2009-03-05
Give people a reason to act
MIXX Canada | 2009-03-05
set high expectations
Basic signup
Low-level action
Surrogacy/Outreach
Donation
Multiple Donations
Multiple or recurring donors; top advocates (70% from 10%)
One-time donors; peer recruiters; action-takers
Potential donors; low-barrier action-takers
Subscribers; occasionalreaders
Inactive; don’t read email
MIXX Canada | 2009-03-05
2. Be Authentic
MIXX Canada | 2009-03-05
be authentic
MIXX Canada | 2009-03-05
Thank you letter? Or, ransom note?
MIXX Canada | 2009-03-05
Go behind the scenes
Watch full video
MIXX Canada | 2009-03-05
3. Create Ownership
MIXX Canada | 2009-03-05
Turn users into advocates
MIXX Canada | 2009-03-05
It’s all about the network
MIXX Canada | 2009-03-05
grassroots matching
Existing Donors Non-Donors
Existing Donors + Non-Donors
Traditional Match
One Wealthy Donor
Grassroots Match
MIXX Canada | 2009-03-05
grassroots matching
Ownership through personal connection
MIXX Canada | 2009-03-05
neighbor to neighbor
MIXX Canada | 2009-03-05
neighbor to neighbor
Volunteer gives us her home address
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neighbor to neighbor
We provide targeted voters
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neighbor to neighbor
Then do it a few million times
MIXX Canada | 2009-03-05
neighbor to neighbor
6.1 million times, to be exact
9-Ju
l13
-Jul
17-J
ul21
-Jul
25-J
ul29
-Jul
2-A
ug6-
Aug
10-A
ug14
-Aug
18-A
ug22
-Aug
26-A
ug30
-Aug
3-Se
p7-
Sep
11-S
ep15
-Sep
19-S
ep23
-Sep
27-S
ep1-
Oct
5-O
ct9-
Oct
13-O
ct17
-Oct
21-O
ct25
-Oct
29-O
ct2-
Nov
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000 6,122,837
Knocks & Calls
MIXX Canada | 2009-03-05
Recognize your leaders and engage them
MIXX Canada | 2009-03-05
70% from 10%. No excuse not to engage.
Basic signup
Low-level action
Surrogacy/Outreach
Donation
Multiple Donations
Multiple or recurring donors; top advocates (70% from 10%)
One-time donors; peer recruiters; action-takers
Potential donors; low-barrier action-takers
Subscribers; occasionalreaders
Inactive; don’t read email
MIXX Canada | 2009-03-05
4. Be Relevant
MIXX Canada | 2009-03-05
#1 Obama Fundraiser. Thanks, Sarah.
MIXX Canada | 2009-03-05
“You can send a crystal clear message.”
MIXX Canada | 2009-03-05
Don’t just react, anticipate
Watch full video
MIXX Canada | 2009-03-05
5. Build a Strong, Open Brand
MIXX Canada | 2009-03-05
Brand professionally
vs.
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Brand consistently
vs.
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Don’t forget your plane
MIXX Canada | 2009-03-05
Empower people to do interesting things. Why?
MIXX Canada | 2009-03-05
They might paint their barn…
MIXX Canada | 2009-03-05
Or, illuminate their bicycle…
MIXX Canada | 2009-03-05
Or, they might create iconic art.
MIXX Canada | 2009-03-05
Artists for Obama
MIXX Canada | 2009-03-05
6. Measure Everything
MIXX Canada | 2009-03-05
measure everything
Emails Online advertising Engagement Fundraising Persuasion Election Activities
MIXX Canada | 2009-03-05
What you saw
MIXX Canada | 2009-03-05
Why you saw it
MIXX Canada | 2009-03-05
6 core principles
1. Drive Action2. Be Authentic3. Create Ownership4. Be Relevant5. Create a Strong, Open Brand6. Measure Everything
MIXX Canada | 2009-03-05
thank you
http://www.bluestatedigital.com/