The Nenshi mayoral campaign in Calgary was unique in its innovative use of social media and communications strategies. It was an integrated campaign that used social media as one tool among many. Key factors in its success included Naheed Nenshi's diverse background and skills, an intelligent data-driven approach, empowering volunteers, and turning the campaign into a shared experience that made voting for Nenshi a "badge of honour." The campaign team worked relentlessly across many traditional and online tactics to build awareness, define Nenshi's brand, and show his leadership qualities.

1. SOCIAL MEDIA & COMMUNICATIONSPart 1: Insights on Canadian Social Media Trends & Segmentation Part 2: Insights from the Nenshi Campaign Presented by Brian F. Singh, ZINC Research November 30, 2010 The Canadian Public Relations Society, Calgary, Alberta www.cprscalgary.com www.zincresearch.com

2. The Nenshi Campaign: A Unique Opportunity Timing. Manageable scale & Geography. Risk & Strategy. Tactics & Execution. Competitors’ Reaction. Unlikely to replicated. Approach will be considered.

3. So how did this happen?

4. Nenshi: “A weird, wonderful mix… and relentless.” Champion Debater Student Council President Management Consultant Academic/Professor Author Journalist/Media Chair – Arts Organization TEDx Speaker. Plan-It Calgary Mayoral Candidate…

5. Don Braid, Calgary Herald; October 19 2010 “One of the most entertaining parts of the campaign, in fact, was watching the old pols — the people so used to getting the leaders elected — looking over their shoulders with growing dread. They wondered, what the hell is this chaotic, uncontrollable thing thundering up the track?”

6. Myth: “Social Media” Candidate Integrated & Innovative Communications. Social media was a tool – BUT used it better than everybody. Most other elements of campaign were traditional, but social media also supported these efforts. Grasped media/engagement efficiencies. Experts dismissed & Other Candidates did not react: Cannot grasp what you don’t understand.

7. The Team… Nenshi leadership & design. Some political experience. But… trusted network with… Proven performers. Specialized Skills. Independent thinkers, but collaborative. Strong history of organization. Media literacy. “Start-up & Launch.” FACT: All of us active on Twitter – Before & AFTER the Campaign.

8. The Approach… Be different. Redefine the rules. Intelligence-driven. Innovation. One step ahead. Go to the people… wherever they are. COMMAND & CONTROL? No. Organized Chaos, Distributed Responsibility & Discipline.

9. The Problem: Who is Nenshi? No awareness nor familiarity. No money. McIver’s “war chest” & perceived “in-waiting.”

10. Strategy Phase 1: Awareness & Own Online. Phase 2: Brand (Stand out/Differentiate – “Drive the Conversation”) Phase 3: Leadership. “The Event”

11. Initial Strategy: Connect with the Hyper-Engaged

12. Activation… Substance: Better Ideas, Better Calgary. Build robust Platform. Respect: Willing to engage all – anywhere, anytime - and discuss policy and ideas for Calgary. Authenticity: Naheed represented himself. Obstetrics? Oxytocin. Social Media = Real Interaction. Builds TRUST.

13. Myth: This was easy. False. Candidate & Team worked our asses off. Used everything available… Events, Debates, Coffee Parties. Relationship building/Management. Communications: Social Media/Web. Public/Media Relations. Technical: Statistics, Network theory, Game theory, Semiotics. Voter Identification. Rhythm of a Campaign… from awareness to election day.

14. Perspective – Gordon McDowell The Nenshi campaign is described in the press as one that “employs social media” to market itself effectively. That is wrong. The campaign uses the internet to get stuff done in the manner any start-up would. That which can be delegated is delegated. That which can be crowdsourced is crowdsourced. Communication channels are always open. Initiatives are taken. Results shared. Lessons learned. I was (and am) surprised to see perpetual innovation and volunteer initiative. The team was all about getting stuff done.

15. Plotting for Growth: Platform Dynamics & Data

16. Myth: Higgins split the Right FALSE. Limited brand attributes. Naheed had complex brand that granted leeway. Support with limited commitment. McIver never moved. Associated with existing & former councillors. Vital support: Hehr & Stewart.

17. Plotting for Growth: Platform Dynamics & Data

18. Data Intensive Approach. REALLY INTENSIVE. Data = Measurement = Performance. Everything was measured. Social Media/Web Campaign Tracking. Voter Identification. Polling & Polling Analysis. Sentiment Analysis (Blogs, Print/Electronic Media, Discussion boards). Volunteer feedback. Everything fed back into & refined strategy. Core measurement: Return on Engagement.

19. Case Study: Measurement - 3 Pillars Video Source: http://www.chaordix.com/blog/2010/10/13/crowdsourced-nenshi-video/#more-1637

20. Campaigns & Communications 2.0 Speed of Production & Transmission: Less than 1 minute. Media expectations: On-demand Access. Anywhere, Anytime, Any Channel. Preparation: Contacts, Access, Willingness, Response Times and CONTENT. Diversity – Vehicles & Population But also… Candidate Advocates (3rd Party).

21. The Speed of the Web… September 28, 2010

22. The Speed of the Web… September 28, 2010

23. Turning Point: Nenshi vs. Hanson, Sept 23 2010? Maybe, but cumulative effect… of lots of things. Draft Nenshi for Mayor. Better Ideas, Better Calgary. The Summer Event Season. 3 Pillars Platform Video. (YouTube) McIver/Higgins release platforms – taken apart in hours. Skyscraper Page; Calgary Puck; Beyond.ca iPhone App. Text-based engagement. Cut Red Tape event/site. Podcast. End of August: #yycvote effectively Nenshi channel. Multiple languages – video, brochures & response. Poll – 3rd place breaking out from pack. Campaign Headquarters broken window. Donor list (as associated influence on McIver/Higgins). Transit to submit Nomination Papers.

24. Myth: Young persons’ candidate. Facebook: Total – 729, 920. Mean Age 35 years. 18 to 29 years – 46% 30 to 39 years – 25% 40 to 49 years – 15% 50 to 59 years – 9% 60 years + - 5% Active at any point – Approximately 300K Excellent reach & frequency; ability to engage and converse. Strategy: Parents who vote, have children who vote. If child likes Candidate, will consider.

25. The Event, Pride & Cool “The Event” – Media Fracture, Shared Experience. Pride: “I voted for Nenshi.” Badge of honour. Demand name goes on Donor List. Cool never goes out of style. “Purple Revolution.” (We were a fun bunch!) Connected with Calgary to remind/realize factor. 54% turnout… voting was cool & wanted to be part of event.

26. DIY & Empowerment… Earned Advocacy

27. Bringing it All Together…Strategic Implications for Communications.

28. Key Insights… Social media is primarily social… but as real as “in person.” Core audience willing to engage – Segmentation! A Data-Driven Process. Approach #1: Strategy, Innovation, Rhythm & Refinement. Necessary conditions: Authenticity, Culture, Substance & Respect. Leverage network effects. Opportunity to build loyalty & shape relationship. “Horses for Courses.” Understand your mix depending on your business (e.g., medium, niche and frequency). Page 27

29. THANKS!Brian F. SinghZINC ResearchPhone: 403.861.9462brian@zincresearch.comwww.zincresearch.comTwitter: @BFSingh Page 28