Your organization sucks online … Let’s fix that … Justin Hart Atrium Strategies

Anatomy of an online campaign Challenge: build momentum for a candidate in an underdog race. Solution : Take advantage of the newfound interest around social networking in politics and get earned media for innovative use of technology. November 2008 Jan 2009 February 2009 December 2008 > Conservatives form online activist groups like #TCOT in wake of November elections > Ride the wave of Twitter enthusiasm with an online donation engine > Develop TweetforChuck.com Launch with specific goals and targets > Compliment buzz to highlight full new media capabilities > Candidate featured on front page of the WSJ with photo > Won award for use of Twitter in politics

Challenge: build momentum for a candidate in an underdog race.

Solution : Take advantage of the newfound interest around social networking in politics and get earned media for innovative use of technology.

THE RESULT!

Backgrounder Internet Strategist for Fortune 500 companies Currently, Director, New Media Chuck DeVore for Senate Founder MyManMitt.com CEO of Atrium Strategies iPhone applications

Internet Strategist for Fortune 500 companies

Currently, Director, New Media Chuck DeVore for Senate

Founder MyManMitt.com

CEO of Atrium Strategies

iPhone applications

Invocation – Starting Principles Focus - Fox and the Hedgehog Jim Collins – Good to Great Innovation – Courage to see the future Clayton Christensen – The Innovator’s Dilemma Persistence – The Flywheel Jim Collins – Built to Last Opportunity and Change Chris Anderson – The Long Tail

Focus - Fox and the Hedgehog

Jim Collins – Good to Great

Innovation – Courage to see the future

Clayton Christensen – The Innovator’s Dilemma

Persistence – The Flywheel

Jim Collins – Built to Last

Opportunity and Change

Chris Anderson – The Long Tail

A Methodology Establish and Refine Vision Build a Strategy Identify Tactics Roadmap Projects Identify Campaigns

Establish and Refine Vision

Build a Strategy

Identify Tactics

Roadmap Projects

Identify Campaigns

Vision Why does our organization exist? What was the impetus behind the launch of your organization? What does the world look like 10 years down the road? What is it that you can do that NO ONE ELSE will? Do you have a mission and vision statement?

Why does our organization exist?

What was the impetus behind the launch of your organization?

What does the world look like 10 years down the road?

What is it that you can do that NO ONE ELSE will?

Do you have a mission and vision statement?

Vision: Lighted Candle Society The Lighted Candle Society is the nationwide community of concerned citizens dedicated to the eradication of pornography. We envision a society where pornography is widely shunned, spurned and recognized as a threat to society. We foresee a future where serious consequences await those that produce and distribute sexually explicit material. In pursuit of this vision, the Lighted Candle Society 1) supports civil litigation against those that profit from pornography, 2) finances scientific research to study the effects of pornography and 3) publishes information to help families combat the scourge of pornography.

The Lighted Candle Society is the nationwide community of concerned citizens dedicated to the eradication of pornography.

We envision a society where pornography is widely shunned, spurned and recognized as a threat to society. We foresee a future where serious consequences await those that produce and distribute sexually explicit material.

In pursuit of this vision, the Lighted Candle Society 1) supports civil litigation against those that profit from pornography, 2) finances scientific research to study the effects of pornography and 3) publishes information to help families combat the scourge of pornography.

Your Primal Brand "the creation story” "the creed” "the icons” "the rituals” "the pagans” "the sacred words” "the leader"

"the creation story”

"the creed”

"the icons”

"the rituals”

"the pagans”

"the sacred words”

"the leader"

Know your audience Contributors: “The Core” – This group demands the most attention and respect. Advocates: “Ground Troops” – the people we call on to sacrifice and take action. Subscribers: “The Field” – focus here on conversion to higher levels. Visitors: “Virtual Targets” – Website visitors. Potential Targets: “The rest” – Who would potentially support your org?.

Contributors: “The Core” – This group demands the most attention and respect.

Advocates: “Ground Troops” – the people we call on to sacrifice and take action.

Subscribers: “The Field” – focus here on conversion to higher levels.

Visitors: “Virtual Targets” – Website visitors.

Potential Targets: “The rest” – Who would potentially support your org?.

Online Strategy What assets do you have in place already? What assets will you need to make it online? Define your audiences? Who are they? What are your online goals? Plus and Delta 4 Strategic Pillars Diagnose the Pain: Reflect the deepest pain of your audiences Differentiate our Claims: Ability to distinguish our message. Demonstrate the Gain: Tangible and compelling results to our audience. Deliver: In the end, you must deliver what we promise

What assets do you have in place already?

What assets will you need to make it online?

Define your audiences? Who are they?

What are your online goals?

Plus and Delta

4 Strategic Pillars

Diagnose the Pain: Reflect the deepest pain of your audiences

Differentiate our Claims: Ability to distinguish our message.

Demonstrate the Gain: Tangible and compelling results to our audience.

Deliver: In the end, you must deliver what we promise

Next Steps

Example: Hannah Montana vs. GTA4

Results

Methodology Based on the Proxicom Process

Based on the Proxicom Process

Methodology defined Plan – Identify project goals and objectives and create roadmap for meeting them Define – Clearly understand business and technical requirements Design – Invent a solution of components to deliver those requirements Develop – Build and test solution components Deploy – Install application components and implement processes Conclude – Hand over project to client team for ongoing support, close project, and celebrate success

Plan – Identify project goals and objectives and create roadmap for meeting them

Define – Clearly understand business and technical requirements

Design – Invent a solution of components to deliver those requirements

Develop – Build and test solution components

Deploy – Install application components and implement processes

Conclude – Hand over project to client team for ongoing support, close project, and celebrate success

Analysis: ATR.org DELTA DELTA Aged website circa 2000 Too many navigation items Not enough engaging elements to keep people around No way to gather info up front No SocNet reachout No highlighting of “the leader”

DELTA

DELTA

Aged website circa 2000

Too many navigation items

Not enough engaging elements to keep people around

No way to gather info up front

No SocNet reachout

No highlighting of “the leader”

Extras – Recent Thinking From “Made to Stick”