Digital Campaigns:  Lessons Learned From Election 2008 A digital strategy checklist  for your next campaign Presented by:
Introductions <ul><li>Chris Bonner </li></ul><ul><li>SVP Digital Strategy </li></ul><ul><li>Jon Carpenter  </li></ul><ul><...
Presentation Goals <ul><li>Cover seven elements essential to any digital campaign. </li></ul><ul><li>Highlight digital win...
Benefits of Digital Campaigns <ul><li>Actionable </li></ul><ul><li>Measurable </li></ul><ul><li>Targeted  </li></ul><ul><l...
The Hype
The  Technology
Our View Traditional Outreach Press releases Pitching reporters Fact sheets  Special events We Media Search engine marketi...
Big Picture… <ul><li>People are online, gathering, organizing, conversing, agreeing, disagreeing, etc. </li></ul><ul><ul><...
Drivers of Success
Most Significant Success Drivers <ul><li>Know your  story . </li></ul><ul><li>Know your  goals . </li></ul><ul><li>Know yo...
The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online compet...
Invest in SEO
Invest in SEO “ economy” “ lower taxes” “ health care”
The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online compet...
Cater SEM to Your Goals <ul><ul><li>Search Engine Marketing </li></ul></ul><ul><ul><li>The practice of buying paid search ...
Cater SEM to Your Goals <ul><ul><li>Obama bought up keywords to run immediately after the debate: “Obama won debate.”  </l...
The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online compet...
Monitor Your Competition Online
The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online compet...
Utilize Existing Online Communities <ul><ul><li>Online Outreach </li></ul></ul><ul><ul><li>“… reached out  to well-known p...
The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online compet...
Communicate Based on Audience Preference  <ul><ul><ul><ul><li>Text messaging:  “What impressed me about the text-message c...
The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online compet...
Scaled Engagement Options Large effort Small effort
Scaled Engagement Options
Scaled Engagement Options
Scaled Engagement Options
The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online compet...
Online Drives Offline <ul><ul><li>Decentralized phone bank provides: </li></ul></ul><ul><ul><li>A list of local voters </l...
The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online compet...
Digital Campaigns: Lessons Learned <ul><li>Successful digital tactics aren’t necessarily difficult, but can be complex. </...
Digital Campaigns: Lessons Learned <ul><li>Increasingly, older demographics will engage digital. </li></ul>
Digital Campaigns: Lessons Learned <ul><li>Organizing tools empower crowds, too. </li></ul>
Digital Campaigns: Lessons Learned <ul><li>Digital strategy can:  </li></ul><ul><ul><li>Be a game-changer </li></ul></ul><...
Q&A Chris Bonner,  [email_address] Jon Carpenter,  [email_address] www.stratacomm.net
Digital Campaigns:  Lessons Learned From Election 2008 A digital strategy checklist  for your next campaign Presented by:
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  • Digital Campaigns: Lessons Learned From Election 2008

    1. 1. Digital Campaigns: Lessons Learned From Election 2008 A digital strategy checklist for your next campaign Presented by:
    2. 2. Introductions <ul><li>Chris Bonner </li></ul><ul><li>SVP Digital Strategy </li></ul><ul><li>Jon Carpenter </li></ul><ul><li>Senior Mgr. Digital Strategy </li></ul>
    3. 3. Presentation Goals <ul><li>Cover seven elements essential to any digital campaign. </li></ul><ul><li>Highlight digital wins and misses of the presidential campaigns. </li></ul><ul><li>Go over strategic advantages for you. </li></ul><ul><li>Discuss trends for all types of campaigns. </li></ul><ul><li>Answer your questions. </li></ul>
    4. 4. Benefits of Digital Campaigns <ul><li>Actionable </li></ul><ul><li>Measurable </li></ul><ul><li>Targeted </li></ul><ul><li>Often relatively inexpensive </li></ul><ul><li>Scalable </li></ul><ul><li>Conversational/Feedback eliciting </li></ul><ul><li>Empowering </li></ul><ul><li>More and more, digital is required in the “cost of entry” for serious campaigns, not a nice-to-have. </li></ul>
    5. 5. The Hype
    6. 6. The Technology
    7. 7. Our View Traditional Outreach Press releases Pitching reporters Fact sheets Special events We Media Search engine marketing Buzz Web 2.0 Citizen journalism MySpace Social Media Flogs Publicity Promotions Media relations IR Branding Viral marketing Tivo Social networking Metaverses Folksonomy Content optimization Online editorial outreach Syndication Flickr New Outreach Consumer- generated content Reputation management Public affairs Coalitions Third party outreach Grassroots Mobile marketing Advergaming YouTube PR stunts Employee communications RSS Blogs Wikis Tagging Podcasting Wireless Facebook
    8. 8. Big Picture… <ul><li>People are online, gathering, organizing, conversing, agreeing, disagreeing, etc. </li></ul><ul><ul><li>They are a click, a search, or a referral away. </li></ul></ul><ul><ul><li>You can ignore them , monitor them without engaging them, or monitor and engage them . </li></ul></ul>
    9. 9. Drivers of Success
    10. 10. Most Significant Success Drivers <ul><li>Know your story . </li></ul><ul><li>Know your goals . </li></ul><ul><li>Know your audience(s) . </li></ul>
    11. 11. The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online competition monitoring </li></ul><ul><li>Existing online community participation </li></ul><ul><li>Appropriate content delivery </li></ul><ul><li>Scaled engagement options </li></ul><ul><li>Online-offline coordination </li></ul>
    12. 12. Invest in SEO
    13. 13. Invest in SEO “ economy” “ lower taxes” “ health care”
    14. 14. The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online competition monitoring </li></ul><ul><li>Existing online community participation </li></ul><ul><li>Appropriate content delivery </li></ul><ul><li>Scaled engagement options </li></ul><ul><li>Online-offline coordination </li></ul>✔ ✔
    15. 15. Cater SEM to Your Goals <ul><ul><li>Search Engine Marketing </li></ul></ul><ul><ul><li>The practice of buying paid search listings </li></ul></ul><ul><ul><li>Improved message delivery </li></ul></ul><ul><li>Measurable </li></ul><ul><li>Targeted </li></ul><ul><li>Contextual </li></ul><ul><li>Often inexpensive </li></ul><ul><li>Scalable </li></ul>
    16. 16. Cater SEM to Your Goals <ul><ul><li>Obama bought up keywords to run immediately after the debate: “Obama won debate.” </li></ul></ul><ul><ul><li>Obama spent almost $8 MM for digital ads, over $500K on social networks. (Techpresident.com) </li></ul></ul><ul><ul><li>McCain spent just over $1.5 million on Web media (clickz.com) </li></ul></ul><ul><ul><ul><li>-MediaWeek, September 30, 2008 </li></ul></ul></ul>
    17. 17. The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online competition monitoring </li></ul><ul><li>Existing online community participation </li></ul><ul><li>Appropriate content delivery </li></ul><ul><li>Scaled engagement options </li></ul><ul><li>Online-offline coordination </li></ul>✔ ✔ ✔
    18. 18. Monitor Your Competition Online
    19. 19. The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online competition monitoring </li></ul><ul><li>Existing online community participation </li></ul><ul><li>Appropriate content delivery </li></ul><ul><li>Scaled engagement options </li></ul><ul><li>Online-offline coordination </li></ul>✔ ✔ ✔ ✔
    20. 20. Utilize Existing Online Communities <ul><ul><li>Online Outreach </li></ul></ul><ul><ul><li>“… reached out to well-known political blogs…including a link to the &quot;Hope Changes Everything&quot; video on YouTube. We also targeted the blogs of regional daily newspapers… We even reached out to music blogs…because of the candidate-as-rock-star feel of the video … [We sent] messages to users on YouTube who had…&quot;favorited&quot; Obama videos… We also reached out on Facebook. 1 </li></ul></ul><ul><ul><li>1 How Obama Became President Of YouTube Peter Kafka | March 20, 2008 </li></ul></ul>
    21. 21. The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online competition monitoring </li></ul><ul><li>Existing online community participation </li></ul><ul><li>Appropriate content delivery </li></ul><ul><li>Scaled engagement options </li></ul><ul><li>Online-offline coordination </li></ul>✔ ✔ ✔ ✔ ✔
    22. 22. Communicate Based on Audience Preference <ul><ul><ul><ul><li>Text messaging: “What impressed me about the text-message campaign was that it was an effective device for collecting millions of voter contacts, while also signaling that Obama connects with young people.” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Brian McConnell, GigaOM </li></ul></ul></ul></ul>
    23. 23. The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online competition monitoring </li></ul><ul><li>Existing online community participation </li></ul><ul><li>Appropriate content delivery </li></ul><ul><li>Scaled engagement options </li></ul><ul><li>Online-offline coordination </li></ul>✔ ✔ ✔ ✔ ✔ ✔
    24. 24. Scaled Engagement Options Large effort Small effort
    25. 25. Scaled Engagement Options
    26. 26. Scaled Engagement Options
    27. 27. Scaled Engagement Options
    28. 28. The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online competition monitoring </li></ul><ul><li>Existing online community participation </li></ul><ul><li>Appropriate content delivery </li></ul><ul><li>Scaled engagement options </li></ul><ul><li>Online-offline coordination </li></ul>✔ ✔ ✔ ✔ ✔ ✔ ✔
    29. 29. Online Drives Offline <ul><ul><li>Decentralized phone bank provides: </li></ul></ul><ul><ul><li>A list of local voters </li></ul></ul><ul><ul><li>A script </li></ul></ul><ul><ul><li>Ability to report back the results </li></ul></ul><ul><ul><li>Support and training for questions </li></ul></ul><ul><li>iPhone app lets supporters: </li></ul><ul><ul><li>Call friends </li></ul></ul><ul><ul><li>Learn about local events </li></ul></ul><ul><li>-BarackObama.com </li></ul>
    30. 30. The Checklist <ul><li>Search engine optimization </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Online competition monitoring </li></ul><ul><li>Existing online community participation </li></ul><ul><li>Appropriate content delivery </li></ul><ul><li>Scaled engagement options </li></ul><ul><li>Online-offline coordination </li></ul>✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
    31. 31. Digital Campaigns: Lessons Learned <ul><li>Successful digital tactics aren’t necessarily difficult, but can be complex. </li></ul>
    32. 32. Digital Campaigns: Lessons Learned <ul><li>Increasingly, older demographics will engage digital. </li></ul>
    33. 33. Digital Campaigns: Lessons Learned <ul><li>Organizing tools empower crowds, too. </li></ul>
    34. 34. Digital Campaigns: Lessons Learned <ul><li>Digital strategy can: </li></ul><ul><ul><li>Be a game-changer </li></ul></ul><ul><ul><li>Specifically target messaging </li></ul></ul><ul><ul><li>Dramatically amplify messaging </li></ul></ul><ul><ul><li>Offer the most measurable results </li></ul></ul><ul><ul><li>Often provide the most cost-effective tactics </li></ul></ul>
    35. 35. Q&A Chris Bonner, [email_address] Jon Carpenter, [email_address] www.stratacomm.net
    36. 36. Digital Campaigns: Lessons Learned From Election 2008 A digital strategy checklist for your next campaign Presented by:
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