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e campaign
Presentation 1. What? Why? Me? 2. Numbers 3. Action 4. Ideas 5.Tools 6. Trends
Why? What? Me?
Result Content
Conversation
Career
Community
Citizens
Culture
Chaotic
Captivating
Connections
Confrontation
Copy
Clutter
Chief
Commerce
Champion
Numbers
US Internet Users  ‘ 09 = 220m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m
Online Use Next 5 Years Teens = 21% increase
Online Use Next 5 Years Adults = 50% increase
Online Use Next 5 Years Ages 3-11 = 61% increase
2008 Online Voter Activity 59% Took part in some sort of campaign activity 55% Searched for election information 44% Sent ...
 
Action
Offline Drives Online = Online Drives Offline
Participation  Engagement
Integration Addition Accumulation
Communicate Communicate Communicate Reinforce the Message
Maximize  Content Event  Audience Opportunity
Learn  Search Hear Discover Understand Fail
Ideas
Party Website More Passive Personal Website Email (newsletter) Web-based campaigning Web-based discussion forum Email (cor...
Start Early
Build to scale
Innovate when necessary – do everything else incrementally better  “ Do the cool well – do the boring really well”
 
Make it easy to Find  90% = Page 1 of the search results Use creative urls/twitter names Use the same tags as opponents - ...
Make it easy to Forward Provide content, text, videos, speeches, photos, call sheets, scripts and how-to guides  materials...
Play where your supporters are –  not where you think they are
Channel online enthusiasm into specific, targeted activities that further campaign goals
Integrate online advocacy into every element  of the campaign
Steps of Activity TechPresident notes, “provide opportunities for the most casual supporters to stay involved, while also ...
Advocate   Social Personal Create a group Recruit others Host an event Host blog Coalition leader  Create a profile Post p...
Tools
 
 
 
MySpace US = 76m Intl = 54m Total = 130m Social Music Culture Rock Concert
Facebook US = 52.5m Intl = 122.5m Total = 175m Class Yearbook Bulletin Board Groups Events Cocktail Party
LinkedIn Total = 35m Professional Serious Business Water Cooler
Twitter Total = 7m Real Time Web Instant Web Rapid Reporting Search Micro-Blog
Word Press Blogger Regular Commentary News Graphs Photos/Video
Share This Easily share content Analytics
StumbleUpon Total = 7m Browse Interests Discover Content Community Target Audiences
YouTube Total = 88m  5.1 billion streams Channels Search  Tags Share
YouTube Total = 25m  Photos Community Search  Tags Share
mypunchbowl Event Planning Event invitations Track who’s coming, who’s not and who has yet to respond
90% within three feet of their cell phones 24 hours a day read their text messages
Trends
"In this Internet era, it's not enough to run a campaign; you need to lead a movement. That's what Obama did. If you ...
Amplify the voices Receive real time knowledge  that is actionable "live connections” Geo-location, location, locatio...
Don't be surprised if a canvasser knocks on your door in 2012 and, glancing at his iPhone, says, "Ms. Smith, thanks f...
Marc A. Ross (949) 373-6449 (703) 598-3242 [email_address] Blog @ Advocacy 2.0 advocacytwopointzero.blogspot.com Twitter @...
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Ecampaign

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How to use the internet successfully for campaigns and future trends of online campaigning.

Published in: Technology, News & Politics
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Transcript of "Ecampaign"

  1. 1. e campaign
  2. 2. Presentation 1. What? Why? Me? 2. Numbers 3. Action 4. Ideas 5.Tools 6. Trends
  3. 3. Why? What? Me?
  4. 4. Result Content
  5. 5. Conversation
  6. 6. Career
  7. 7. Community
  8. 8. Citizens
  9. 9. Culture
  10. 10. Chaotic
  11. 11. Captivating
  12. 12. Connections
  13. 13. Confrontation
  14. 14. Copy
  15. 15. Clutter
  16. 16. Chief
  17. 17. Commerce
  18. 18. Champion
  19. 19. Numbers
  20. 20. US Internet Users ‘ 09 = 220m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m
  21. 21. Online Use Next 5 Years Teens = 21% increase
  22. 22. Online Use Next 5 Years Adults = 50% increase
  23. 23. Online Use Next 5 Years Ages 3-11 = 61% increase
  24. 24. 2008 Online Voter Activity 59% Took part in some sort of campaign activity 55% Searched for election information 44% Sent or received campaign related emails 39% Watched online political video 37% Visited politically oriented websites or blogs
  25. 26. Action
  26. 27. Offline Drives Online = Online Drives Offline
  27. 28. Participation Engagement
  28. 29. Integration Addition Accumulation
  29. 30. Communicate Communicate Communicate Reinforce the Message
  30. 31. Maximize Content Event Audience Opportunity
  31. 32. Learn Search Hear Discover Understand Fail
  32. 33. Ideas
  33. 34. Party Website More Passive Personal Website Email (newsletter) Web-based campaigning Web-based discussion forum Email (correspondence) Texting Blog Social Networking Instant Messaging More Proactive
  34. 35. Start Early
  35. 36. Build to scale
  36. 37. Innovate when necessary – do everything else incrementally better “ Do the cool well – do the boring really well”
  37. 39. Make it easy to Find 90% = Page 1 of the search results Use creative urls/twitter names Use the same tags as opponents - positive response can be found when people search for the
  38. 40. Make it easy to Forward Provide content, text, videos, speeches, photos, call sheets, scripts and how-to guides materials they can use to create their own compelling content Viral is the new local
  39. 41. Play where your supporters are – not where you think they are
  40. 42. Channel online enthusiasm into specific, targeted activities that further campaign goals
  41. 43. Integrate online advocacy into every element of the campaign
  42. 44. Steps of Activity TechPresident notes, “provide opportunities for the most casual supporters to stay involved, while also providing more strenuous opportunities for the smaller core of activists”
  43. 45. Advocate Social Personal Create a group Recruit others Host an event Host blog Coalition leader Create a profile Post pictures Write blog post Join a group Email / Text Volunteer Walk Phone Donate
  44. 46. Tools
  45. 50. MySpace US = 76m Intl = 54m Total = 130m Social Music Culture Rock Concert
  46. 51. Facebook US = 52.5m Intl = 122.5m Total = 175m Class Yearbook Bulletin Board Groups Events Cocktail Party
  47. 52. LinkedIn Total = 35m Professional Serious Business Water Cooler
  48. 53. Twitter Total = 7m Real Time Web Instant Web Rapid Reporting Search Micro-Blog
  49. 54. Word Press Blogger Regular Commentary News Graphs Photos/Video
  50. 55. Share This Easily share content Analytics
  51. 56. StumbleUpon Total = 7m Browse Interests Discover Content Community Target Audiences
  52. 57. YouTube Total = 88m 5.1 billion streams Channels Search Tags Share
  53. 58. YouTube Total = 25m Photos Community Search Tags Share
  54. 59. mypunchbowl Event Planning Event invitations Track who’s coming, who’s not and who has yet to respond
  55. 60. 90% within three feet of their cell phones 24 hours a day read their text messages
  56. 61. Trends
  57. 62. "In this Internet era, it's not enough to run a campaign; you need to lead a movement. That's what Obama did. If you look at their site, their online videos, their online ads, everything they did, it wasn't about 'me, myself and I.' It was about 'we' and 'us.‘“ Mindy Finn, Republican political operative.
  58. 63. Amplify the voices Receive real time knowledge that is actionable "live connections” Geo-location, location, location Twitter applications Mashups
  59. 64. Don't be surprised if a canvasser knocks on your door in 2012 and, glancing at his iPhone, says, "Ms. Smith, thanks for your $50 donation four years ago--and for attending the Joneses' party on the environment. Care to call voters in Ohio to help reelect President Obama? Oh, and your neighbor Mrs. Jensen couldn't get to the polls in 2008. Think you could give her a lift on Election Day?“ MIT Technology Review
  60. 65. Marc A. Ross (949) 373-6449 (703) 598-3242 [email_address] Blog @ Advocacy 2.0 advocacytwopointzero.blogspot.com Twitter @marcaross
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