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SOCIAL MEDIA & COMMUNICATIONSPart 1: Insights on Canadian Social Media Trends & Segmentation Part 2: Insights from the Nen...
SOCIAL MEDIA & COMMUNICATIONSPart 1: Insights on Canadian Social Media Trends & Segmentation Part 2: Insights from the Nen...
About this two-part presentation<br />On October 18th, 2010, Naheed Nenshi came from “out of nowhere” to be elected the ne...
Brian Singh is… <br />An economist<br />A marketing researcher <br />Founding president and managing director of Internet-...
The Nenshi Campaign: A Unique Opportunity<br />Timing.<br />Manageable scale & Geography.<br />Risk & Strategy.<br />Tacti...
So how did this happen?<br />
Nenshi: “A weird, wonderful mix… and relentless.”<br />Champion Debater<br />Student Council President<br />Management Con...
Don Braid, Calgary Herald; October 19 2010<br />“One of the most entertaining parts of the campaign, in fact, was watching...
Myth: “Social Media” Candidate<br />Integrated  & Innovative Communications.<br />Social media was a tool – BUT used it be...
The Team…<br />Nenshi leadership & design.<br />Some political experience.<br />But… trusted network with…<br />Proven per...
The Approach…<br />Be different.<br />Redefine the rules.<br />Intelligence-driven.<br />Innovation.<br />One step ahead.<...
The Problem: Who is Nenshi?<br />No awareness nor familiarity.<br />No money.<br />McIver’s “war chest” & perceived “in-wa...
Strategy<br />Phase 1: Awareness & Own Online.<br />Phase 2: Brand (Stand out/Differentiate)<br />Phase 3: Leadership.<br ...
Initial Strategy: Connect with the Hyper-Engaged<br />
Activation…<br />Substance: Better Ideas, Better Calgary.<br />Build robust Platform.<br />Respect: Willing to engage all ...
Myth: This was easy.<br />False. Candidate & Team worked our asses off.<br />Used everything available…<br />Events, Debat...
Perspective – Gordon McDowell<br />The Nenshi campaign is described in the press as one that “employs social media” to mar...
Plotting for Growth: Platform Dynamics & Data<br />
Myth: Higgins split the Right<br />FALSE.<br />Limited brand attributes.<br />Naheed had complex brand that granted leeway...
Plotting for Growth: Platform Dynamics & Data<br />
Data Intensive Approach. REALLY INTENSIVE.<br />Data = Measurement = Performance.<br />Everything was measured.<br />Socia...
Case Study: Measurement - 3 Pillars Video<br />Source: http://www.chaordix.com/blog/2010/10/13/crowdsourced-nenshi-video/#...
Campaigns & Communications 2.0<br />Speed of Production & Transmission: Less than 1 minute.<br />Media expectations: On-de...
The Speed of the Web… September 28, 2010<br />
The Speed of the Web… September 28, 2010<br />
Turning Point: Nenshi vs. Hanson, Sept 23 2010?<br />Maybe, but cumulative effect… of lots of things.<br />Draft Nenshi fo...
Myth: Young persons’ candidate.<br />Facebook: Total – 729, 920. Mean Age 35 years. <br />18 to 29 years – 46%<br />30 to ...
The Event, Pride & Cool<br />“The Event” – Media Fracture, Shared Experience.<br />Pride: “I voted for Nenshi.”<br />Badge...
DIY & Empowerment… Earned Advocacy<br />
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Social Media & Communications - Part 2 - Nenshi Mayoralty Campaign

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Researcher and social media evangelist Brian Singh describes social media strategy and tactics deployed in the landmark victory of Naheed Nenshi, who came from "out of nowhere" to defeat two front-running candidates and became Mayor of Calgary.

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  • Marketing Research &amp; Polling Firm Owner… primarily Internet-based.Everything online: Staff, Data collection/Hybrid Methods, ReportingLeverage social media.Blogging.Connection with colleagues around the world, Build reputation.Support &amp; Build Business. New tools – Face Forward.Enrich my InterestsFood, Wine &amp; TravelSwerve Magazine – Sept 2009 on Home Chefs.
  • Transcript of "Social Media & Communications - Part 2 - Nenshi Mayoralty Campaign"

    1. 1. SOCIAL MEDIA & COMMUNICATIONSPart 1: Insights on Canadian Social Media Trends & Segmentation Part 2: Insights from the Nenshi Campaign<br />Presented to <br />The Canadian Public Relations Society, Calgary, Alberta, by: <br />Brian F. Singh, ZINC Research<br />November 30, 2010<br />
    2. 2. SOCIAL MEDIA & COMMUNICATIONSPart 1: Insights on Canadian Social Media Trends & Segmentation Part 2: Insights from the Nenshi Campaign<br />Presented by<br />Brian F. Singh, ZINC Research<br />November 30, 2010<br />The Canadian Public Relations Society, Calgary, Alberta<br />www.cprscalgary.com www.zincresearch.com <br />
    3. 3. About this two-part presentation<br />On October 18th, 2010, Naheed Nenshi came from “out of nowhere” to be elected the new mayor of Calgary, Alberta<br />ZINC Research president Brian F. Singh, part of the campaign team and a long-time social media evangelist, played a key role in developing and executing the Nenshi team’s groundbreaking, social media-driven campaign strategy<br />Part 1 of this presentation sets the stage with an overview of ZINC Research’s social media research data<br />In Part 2, Brian discusses how these insights and online resources helped turn the tide in Nenshi‘s favour… <br />
    4. 4. Brian Singh is… <br />An economist<br />A marketing researcher <br />Founding president and managing director of Internet-fueled polling firm ZINC Research<br />A strategist – Activating research<br />A social media analyst, advocate, evangelist<br /> Page 3<br />
    5. 5. The Nenshi Campaign: A Unique Opportunity<br />Timing.<br />Manageable scale & Geography.<br />Risk & Strategy.<br />Tactics & Execution.<br />Competitors’ Reaction.<br />Unlikely to replicated. <br />Approach will be considered.<br />
    6. 6. So how did this happen?<br />
    7. 7. Nenshi: “A weird, wonderful mix… and relentless.”<br />Champion Debater<br />Student Council President<br />Management Consultant<br />Academic/Professor<br />Author<br />Journalist/Media<br />Chair – Arts Organization<br />TEDx Speaker.<br />Plan-It Calgary<br />Mayoral Candidate…<br />
    8. 8. Don Braid, Calgary Herald; October 19 2010<br />“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.<br /> <br />They wondered, what the hell is this chaotic, uncontrollable thing thundering up the track?”<br />
    9. 9. Myth: “Social Media” Candidate<br />Integrated & Innovative Communications.<br />Social media was a tool – BUT used it better than everybody.<br />Most other elements of campaign were traditional, but social media also supported these efforts.<br />Grasped media/engagement efficiencies.<br />Experts dismissed & Other Candidates did not react: Cannot grasp what you don’t understand.<br />
    10. 10. The Team…<br />Nenshi leadership & design.<br />Some political experience.<br />But… trusted network with…<br />Proven performers.<br />Specialized Skills.<br />Independent thinkers, but collaborative.<br />Strong history of organization.<br />Media literacy.<br />“Start-up & Launch.”<br />FACT: All of us active on Twitter – Before & AFTER the Campaign.<br />
    11. 11. The Approach…<br />Be different.<br />Redefine the rules.<br />Intelligence-driven.<br />Innovation.<br />One step ahead.<br />Go to the people… wherever they are.<br />COMMAND & CONTROL?<br />No. Organized Chaos, Distributed Responsibility & Discipline.<br />
    12. 12. The Problem: Who is Nenshi?<br />No awareness nor familiarity.<br />No money.<br />McIver’s “war chest” & perceived “in-waiting.”<br />
    13. 13. Strategy<br />Phase 1: Awareness & Own Online.<br />Phase 2: Brand (Stand out/Differentiate)<br />Phase 3: Leadership.<br />“The Event”<br />
    14. 14. Initial Strategy: Connect with the Hyper-Engaged<br />
    15. 15. Activation…<br />Substance: Better Ideas, Better Calgary.<br />Build robust Platform.<br />Respect: Willing to engage all – anywhere, anytime - and discuss policy and ideas for Calgary.<br />Authenticity: Naheed represented himself.<br />Obstetrics? Oxytocin. Social Media = Real Interaction.<br />Builds TRUST.<br />
    16. 16. Myth: This was easy.<br />False. Candidate & Team worked our asses off.<br />Used everything available…<br />Events, Debates, Coffee Parties.<br />Relationship building/Management.<br />Communications: Social Media/Web.<br />Public/Media Relations.<br />Technical: Statistics, Network theory, Game theory, Semiotics.<br />Voter Identification.<br />Rhythm of a Campaign… from awareness to election day.<br />
    17. 17. Perspective – Gordon McDowell<br />The Nenshi campaign is described in the press as one that “employs social media” to market itself effectively. That is wrong. <br />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. <br />I was (and am) surprised to see perpetual innovation and volunteer initiative. The team was all about getting stuff done.<br />
    18. 18. Plotting for Growth: Platform Dynamics & Data<br />
    19. 19. Myth: Higgins split the Right<br />FALSE.<br />Limited brand attributes.<br />Naheed had complex brand that granted leeway.<br />Support with limited commitment.<br />McIver never moved.<br />Associated with existing & former councillors.<br />Vital support: Hehr & Stewart.<br />
    20. 20. Plotting for Growth: Platform Dynamics & Data<br />
    21. 21. Data Intensive Approach. REALLY INTENSIVE.<br />Data = Measurement = Performance.<br />Everything was measured.<br />Social Media/Web Campaign Tracking.<br />Voter Identification.<br />Polling & Polling Analysis.<br />Sentiment Analysis (Blogs, Print/Electronic Media, Discussion boards).<br />Volunteer feedback.<br />Everything fed back into & refined strategy.<br />Core measurement: Return on Engagement.<br />
    22. 22. Case Study: Measurement - 3 Pillars Video<br />Source: http://www.chaordix.com/blog/2010/10/13/crowdsourced-nenshi-video/#more-1637<br />
    23. 23. Campaigns & Communications 2.0<br />Speed of Production & Transmission: Less than 1 minute.<br />Media expectations: On-demand Access.<br />Anywhere, Anytime, Any Channel.<br />Preparation: Contacts, Access, Willingness, Response Times and CONTENT.<br />Diversity – Vehicles & Population<br />But also… Candidate Advocates (3rd Party).<br />
    24. 24. The Speed of the Web… September 28, 2010<br />
    25. 25. The Speed of the Web… September 28, 2010<br />
    26. 26. Turning Point: Nenshi vs. Hanson, Sept 23 2010?<br />Maybe, but cumulative effect… of lots of things.<br />Draft Nenshi for Mayor.<br />Better Ideas, Better Calgary.<br />The Summer Event Season.<br />3 Pillars Platform Video. (YouTube) <br />McIver/Higgins release platforms – taken apart in hours.<br />Skyscraper Page; Calgary Puck; Beyond.ca<br />iPhone App.<br />Text-based engagement.<br />Cut Red Tape event/site.<br />Podcast.<br />End of August: #yycvote effectively Nenshi channel.<br />Multiple languages – video, brochures & response.<br />Poll – 3rd place breaking out from pack.<br />Campaign Headquarters broken window.<br />Donor list (as associated influence on McIver/Higgins).<br />Transit to submit Nomination Papers.<br />
    27. 27. Myth: Young persons’ candidate.<br />Facebook: Total – 729, 920. Mean Age 35 years. <br />18 to 29 years – 46%<br />30 to 39 years – 25%<br />40 to 49 years – 15%<br />50 to 59 years – 9%<br />60 years + - 5%<br />Active at any point – Approximately 300K<br />Excellent reach & frequency; ability to engage and converse.<br />Strategy: Parents who vote, have children who vote. If child likes Candidate, will consider.<br />
    28. 28. The Event, Pride & Cool<br />“The Event” – Media Fracture, Shared Experience.<br />Pride: “I voted for Nenshi.”<br />Badge of honour.<br />Demand name goes on Donor List.<br />Cool never goes out of style.<br />“Purple Revolution.” (We were a fun bunch!)<br />Connected with Calgary to remind/realize factor.<br />54% turnout… voting was cool & wanted to be part of event.<br />
    29. 29. DIY & Empowerment… Earned Advocacy<br />
    30. 30. Bringing it All Together…Strategic Implications for Communications.<br />
    31. 31. Key Insights…<br />Social media is primarily social… but as real as “in person.”<br />Core audience willing to engage – Segmentation!<br />A Data-Driven Process.<br />Approach #1: Strategy, Innovation, Rhythm & Refinement.<br />Necessary conditions: Authenticity, Culture, Substance & Respect.<br />Leverage network effects.<br />Opportunity to build loyalty & shape relationship.<br />“Horses for Courses.” Understand your mix depending on your business (e.g., medium, niche and frequency).<br /> Page 30<br />
    32. 32. THANKS!Brian F. SinghZINC ResearchPhone: 403.861.9462brian@zincresearch.comwww.zincresearch.comTwitter: @BFSingh<br /> Page 31<br />
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