Didital Deceptions Word Camp Toronto 2010

Graphic and web designer
Started Digital Deceptions in 2001
Using WordPress professionally since 2008
Spoke at WordCamp Toronto 2009
Received Best Theme Design at #wcto2009

He is a storyteller with a passion to capture the meaning behind the message which is key for any business, non profit or social causes.

A Winning Campaign Needs
Goals
Strategies
Tactics

Goals To Win An Election

Strategies
Integrate the internet into everything you do
Make the web the hub of all your campaigns

Tactics
Social networking leverages audiences quickly
WordPress is easy to publish content
SEO allows you to be found

Barack Obama

Obama Results
Obama = 2,380,000
McCain = 620,000
383.8% more

Obama Results
Obama = 833,161
McCain = 217,811
382.5% more

Obama Results
139,000 YouTube videos uploaded
1,800 official clips
14.7 hours of viewing
Yes We Can video had 14.5 million views
905% more views over McCain

Obama Results
6.5 million online donations gave $500 million
Average was $100 or less per donor
70,000 personal blogs raised $30 million

Obama Results
1 billion emails sent with targeted messages

Obama Results
1 million signed up for mobile alerts

Obama Results
Obama = 145,869 followers
McCain = 4,603 followers
3169% difference

Campaign Fundamentals
Getting the message out
Keeping the message fresh
Sticking to the story
Tracking + keeping in touch with visitors
Developing a worthwhile and engaging relationship with those who can support you and your concerns

Crunch Time It’s Jan 6 th and the election is on the 20 th What can be done in 2 weeks?

Overview
Background
Campaign Strategy
Campaign Tools
Web Statistics
Election Results
What worked
What didn't work
Recommendations

Background
Union politics and Social Media:
Presentation detailing the social media tools and techniques to build candidate awareness for the presidency of one of Canada's largest union of 22,000 members
The tools including video, Slideshare.net, Soundslides, Youtube, Blip.tv, Animoto Local online newspaper, Wordpress and more

Campaign Strategy
Set the stage as a local long standing community member
Long history as an auto worker
Establish credibility as a legitimate union member

Campaign Tools
Set the stage as a local long standing community member
Long history as an auto worker
Establish credibility as a legitimate union member

Identify the Issues
Leadership
Currency
Relevancy
Economy
Politics
More

Approach

Approach
Reach out and touch the viewer
Short
Comedic
Edgy
Grasp attention
Encourage smart phone viral distribution

Tools
18 short videos
30 sec free or upgrade to unlimited account
Embed into WP blog, Facebook & Youtube

Tools
5 slideshows
Slideshows Powerpoint and Open Office
Embed into WP blog, Facebook & Youtube

Tools
18 Short videos
Embed into WordPress blog & Facebook

Tools Revolution Theme
Plugins Used
Google XML Sitemaps
All in One SEO Pack
SlideShare
Sociallite

Impact

Show Me the Money
Slideshare.net
Five presentations
450 views
YouTube + blip.tv
Total over 1,900 hits

Website Stats for Year of 2009

First 3 Months of 2010

What the Numbers Say Over All Traffic Increased by 340% in 3 months Search Engine Traffic Increased by 470% Referring Site Traffic Increased by 127% Direct Traffic Increased by 48%

Elections Results

Election Results
Analysis
Chris Buckley 70%- 3,532
Al Clarke 30%- 1,143
Less than 21% voter turnout
9 out of 10 voters were retirees
Membership of 22,000 workers and retirees working at 22 locations at Oshawa General Motors plant and feeder plants

What Worked?

What Worked
Integration of the key messages through all the conventional media outlets including local newspaper ads and interviews, radio ads and flyers linking to the social media platforms
Setting the foundation for next election
Rapid deployment of content to various platforms over a 14 day period. Idea to implementation

What Didn't Work?

Talent Pool
Campaign started too late
Lack of campaign focus & message
Little written content and photos
No integrated approach
No dedicated volunteer base

Not Enough Help
Lack of talent pool to disseminate information to thoughtful leaders
and influencers
No campaign volunteers to help build community on Twitter, Facebook or YouTube

Not Enough Time
Campaign lacked definite brand
Too late setting up YouTube channel
Slow turnaround time on content

Tools and Links

Technical Tools
Sound Editing - Audacity
Video capture - Camtasia Studio
Photo editing - Adobe Photoshop
Video editing - Adobe Premier
Storytelling - Soundslides
Sound bytes - Archives.org
Website - WordPress
Statistics - Google Analytics
Slideshows - Open Office Impress

Links
Animoto
animoto.com/play/ky1QpLR11z8bGuLuKBBBfg
Slideshare
slideshare.net/logdon
WordPress website
222talk.ca
Youtube
youtube.com/watch?v=Y44w7vQtaQk
BlipTV
blip.tv/file/3065984

Contact Us Duncan Twitter Web Email Glenn McKnight Twitter Skype Web You can find this presentation at DigitalDeceptions.ca D @digitalduncan digitaldeceptions.ca [email_address] c @gmcknight gmcknight globalcatalysts.com

Didital Deceptions Word Camp Toronto 2010

by Digital Duncan on Apr 08, 2010

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Didital Deceptions Word Camp Toronto 2010 — Presentation Transcript