Online marketing and 2010 Elections in Calgary

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Alex Zagoumenov, director of digital communications for Barb Higgins campaign shares processes, tools, tips, lessons. Overview of how different online marketing tactics were brought together in a municipal political campaign.

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  • Distributed communities, website as the host for information
  • powered by AddToAny, explaining the reason Why,Large call to actions,Traffic drive from multiple channels
  • Online marketing and 2010 Elections in Calgary

    1. 1. Online Marketing in 2010 Calgary General Election Campaigns<br />by Alexander Zagoumenov<br />Date: December 9th, 2010<br />@ Calgary SEO and Online Marketing<br />
    2. 2. Here’s the plan<br />Alex’s side of the story<br />The web platform<br />WEBservations<br />Social media lessons<br />Online marketing presentations by Alexander Zagoumenov<br />
    3. 3. The story<br />Jo Williams of NotYourAverageJo.com<br />Lois Lockwood of Scout Communications<br />2.5 months of stress and achievements<br />
    4. 4. the web platform<br />FB: Facebook<br />TW: Twitter<br />FL: Flickr<br />EM: Email<br />LP: Landing pages<br />YT: YouTube<br />SE: Search engines<br />
    5. 5. Website by the numbers<br />Online marketing presentations by Alexander Zagoumenov<br />
    6. 6. Website visitor stats<br />
    7. 7. Popular pages<br />
    8. 8. Popular Sources<br />
    9. 9. Other website numbers<br />1,894.97 Visits / Day<br />High of 18,434 on the E-day<br />30% Cornflakes increase<br />100% E-day increase <br />Oct 17: 9,428<br />Oct 18: 18,434<br />43% traffic from search engines<br />
    10. 10. The day of the election<br />
    11. 11. Final landing page<br />
    12. 12. webservations<br />Start in advance<br />Who’s using Twitter today?<br />Keep it live and visual<br />Make it easy to find<br />Make it simple to share<br />Make it easy to understand<br />Grow from within the organization<br />Listen. monitor. know.<br />Online marketing presentations by Alexander Zagoumenov<br />
    13. 13. You’re late if you’re not doing it already.<br />Start early.<br />Online marketing presentations by Alexander Zagoumenov<br />
    14. 14. Twitter followers<br />http://www.anduro.com/calgary-mayor-race.html<br />
    15. 15. Facebook Page fans<br />http://www.anduro.com/calgary-mayor-race.html<br />
    16. 16. Who’s using twitter today?<br />Online marketing presentations by Alexander Zagoumenov<br />
    17. 17. Twitter activity as of Dec 9, 2010<br />
    18. 18. Keep it live and visual!<br />Online marketing presentations by Alexander Zagoumenov<br />
    19. 19. 732 items / 11,835 views<br />
    20. 20. Daily blog posts<br />
    21. 21. Scheduled Twitter updates<br />
    22. 22. Keep it visual.<br />Flickr, YouTube.<br />Online marketing presentations by Alexander Zagoumenov<br />
    23. 23. Video of platform points<br />
    24. 24. Event photos on Flickr<br />
    25. 25. Website homepage<br />
    26. 26. Video was an important part of campaigns.<br />Online marketing presentations by Alexander Zagoumenov<br />
    27. 27. YouTube upload views<br />http://www.anduro.com/calgary-mayor-race.html<br />
    28. 28. Make it easy to find<br />Online marketing presentations by Alexander Zagoumenov<br />
    29. 29. What we did to be found<br />Search engine optimization<br />Google AdWords paid search campaign<br />Tagging / categorization off-site<br />
    30. 30. Make it simple to share.<br />Online marketing presentations by Alexander Zagoumenov<br />
    31. 31. AddToAny functionality<br />
    32. 32. Share the Messagepage<br />
    33. 33. Make the message simple to understand.<br />Target audiences. Target messages.<br />Online marketing presentations by Alexander Zagoumenov<br />
    34. 34. Landing pages by Unbounce<br />
    35. 35. Grow from within the organization.<br />Online marketing presentations by Alexander Zagoumenov<br />
    36. 36. Email newsletter<br />+ 5 lists<br />+ 2000 subs<br />+ AOR 45% <br />+ ACR 32%<br />
    37. 37. Volunteer training<br />http://www.culturafranca.com.au/media/volunteer_training_s_426x282.jpg<br />
    38. 38. Volunteer events<br />
    39. 39. Facebook vs. Twitter story<br />
    40. 40. listen. Monitor. Know.<br />
    41. 41. Daily web scan reports<br />
    42. 42. Social media lessons<br />Start early<br />Have a strong product<br />Have a strong message<br />Plan, plan, plan<br />Know your audience<br />Work with your audience<br />Grow from within<br />Online marketing presentations by Alexander Zagoumenov<br />

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