Mobilize 2.0, Politics Online, 2007

Slide 1: Mobilize 2.0 Applying Science to Viral Campaigning, Harald Katzmair, Founder and Chief Scientist, FAS.research

Slide 2: FAS is a consultancy that uses Social Network Analysis (SNA) to help products, people, and ideas reach their tipping points. Over the last decade, FAS has designed large-scale viral campaigns to help Fortune 500 companies, political candidates, and NGOs reach their goals. FAS is unique because we take the guess work out of designing viral campaigns through the proprietary application of science.

Slide 3: Applying Science to Viral Campaigning 1. We turn lists into social network maps

Slide 4: Turn lists into maps  Server information (“tell a friend”)  Co-occurrence values @ Google, Yahoo etc.  Blog-linkages  My space friends lists

Slide 5: Turn lists into maps

Slide 6: Turn lists into maps

Slide 7: Applying Science to Viral Campaigning 1. We turn lists into social network maps 2. We identify pathways and blockages to your tipping point

Slide 8: Pathways and Blockages Online world and off-line world Ideologists - Centrists Democrats - Republicans

Slide 9: Pathways and Blockages

Slide 10: Applying Science to Viral Campaigning 1. We turn lists into social network maps 2. We identify pathways and blockages to your tipping point 3. We design viral strategies and stories to accelerate campaign momentum

Slide 11: Viral stories Do good  Do good and well  Do well 

Slide 12: Viral stories Do good Do well Do good and well Issues Values

Slide 13: Viral stories & VALUES Issues

Slide 14: Viral stories Issue Issue Issue Issue VALUES

Slide 18: Viral stories zero tolerance against the + = = Crime prevention causes of crime Access to Opportunity + = You protect God’s CREATION Green Tech Creationist view by making money with clean tech

Slide 19: Viral stories 1. Hears and remembers your story I. Awareness 2. Understands your story 3. Likes your story II. Conviction 4. Talks with family, friends, colleagues 5. Experiences consensus III. Decision 6. Intents to sign up or donate IV. Action 7. Donates or signs up 8. Gets positive feedback V. Confirmation 9. Passes your story on to others

Slide 20: Viral stories 1. Hears and remembers your story I. Awareness 2. Understands your story 3. Likes your story II. Conviction 4. Talks with family, friends, colleagues 5. Experiences consensus III. Decision 6. Intents to sign up or donate I. Action 7. Donates or signs up 8. Gets positive feedback V. Confirmation 9. Passes your story on to others

Slide 21: Applying Science to Viral Campaigning 1. We turn lists into social network maps 2. We identify pathways and blockages to your tipping point 3. We design viral strategies and stories to accelerate campaign momentum

Slide 22: Takeaways  Map the CHASMS in your list, blog and web-page ecosystem.  Create viral BRIDGING STORIES  CONFIRM advocates massively . AFTER they have signed up

Slide 23: Applying Science to Viral Campaigning Thank you for your Attention!

Slide 24: You are invited SNA Salon @ THE SCIENCE CLUB, 1136 19th Street Happy Hour, 9 pm

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