Campaign Concoctions: Communication in the Political Arena Mike Dean Tipping Point Strategies Denise Cardinal Alliance for A Better Minnesota

It is a Different World for Non-profits

What are you doing differently?

Agenda for Today The Year of the Internet Lessons Learned The Internet Focus on Grassroots Segment Communication Q & A

The Year of the Internet

Lessons Learned

The Internet

Focus on Grassroots

Segment Communication

Q & A

2008: Everything Changed

Why the Internet Matters It is where people are going to get information It is becoming harder to reach out to people through traditional means It is more interactive Supporters can get involved anytime and anyplace

It is where people are going to get information

It is becoming harder to reach out to people through traditional means

It is more interactive

Supporters can get involved anytime and anyplace

It’s Where People Go…

Why the Internet Matters Source: Pew Internet & American Life Project It is where people are going to get information It is becoming harder to reach out to people through traditional means It is more interactive Supporters get involved anytime and anyplace

It is where people are going to get information

It is becoming harder to reach out to people through traditional means

It is more interactive

Supporters get involved anytime and anyplace

What does this change mean?

The communications model is getting flipped upside down Integrate e-organizing into your toolbox Develop Evangelists Evangelists will actively support your candidate or issue by talking to friends, neighbors and co-workers. These individuals can significantly influence public opinion if you give them the resources to be effective. What does this change mean?

The communications model is getting flipped upside down

Integrate e-organizing into your toolbox

Develop Evangelists

Evangelists will actively support your candidate or issue by talking to friends, neighbors and co-workers.

These individuals can significantly influence public opinion if you give them the resources to be effective.

Evolution of the Internet From one-way communication to a conversation The 3 C’s Conversation Collaborations Community

From one-way communication to a conversation

The 3 C’s

Conversation

Collaborations

Community

Ask for feedback regularly Incorporate their feedback Make it easy to participate Be able to act quickly and jump on issues as they develop Integrate, integrate, integrate Give up the control and empower supporters Personalize and customize communication What do you need to do?

Ask for feedback regularly

Incorporate their feedback

Make it easy to participate

Be able to act quickly and jump on issues as they develop

Integrate, integrate, integrate

Give up the control and empower supporters

Personalize and customize communication

How Technology Makes it Easy Improves the speed and efficiency at which you can get information out to supporters Your messages can spread to a wider audience Saves time and money Advocates expect it You can evaluate and target impact

Improves the speed and efficiency at which you can get information out to supporters

Your messages can spread to a wider audience

Saves time and money

Advocates expect it

You can evaluate and target impact

What is ABM? C4

Online Petitions

Interactive “GAME”

New Web Pages/Sites:

What Did Obama do Online? Empowered activists Pushed out unfiltered messages Kept it local Developed tools Supporters were active not busy

Empowered activists

Pushed out unfiltered messages

Kept it local

Developed tools

Supporters were active not busy

Empowered Activists Created a professionally managed operation that did not micro-manage the campaign Need to let go

Created a professionally managed operation that did not micro-manage the campaign

Need to let go

Pushed Out Unfiltered Messages YouTube Fight the Smear

YouTube

Fight the Smear

YouTube Obama 14,548,809.05 hours; McCain 488,093.01 hours Source – Tech President

Obama 14,548,809.05 hours;

McCain 488,093.01 hours

Source – Tech President

Fight the Smear

Kept it Local Targeted messages Create manageable chunks

Targeted messages

Create manageable chunks

Tools Give supporters the tools to organize themselves – “In some primary and caucus states, volunteers used the Internet to start organizing themselves months before the campaign staff arrived.” Used Social Networks to create conversations

Give supporters the tools to organize themselves – “In some primary and caucus states, volunteers used the Internet to start organizing themselves months before the campaign staff arrived.”

Used Social Networks to create conversations

Tools - MyBO

Training

Reward

Tools – Tax Calculator

Tools – Text Messaging Used different mediums to reach different audiences Text messaging is a very democratic medium because of the low cost of cell phones

Used different mediums to reach different audiences

Text messaging is a very democratic medium because of the low cost of cell phones

Keeping Supporters Active Nationwide voter registration drive Unity house parties

Nationwide voter registration drive

Unity house parties

Be Interactive and Empowering Create Engagement Pathways Develop and Nurture Evangelists Integrate! Integrate! Integrate! Create Community Provide a Service Key Principles of Success

Be Interactive and Empowering

Create Engagement Pathways

Develop and Nurture Evangelists

Integrate! Integrate! Integrate!

Create Community

Provide a Service

Know your audience Don’t panic Be innovative Be a Revolutionary Cross Channel Integration Use free tools Dealing with the Recession

Know your audience

Don’t panic

Be innovative

Be a Revolutionary

Cross Channel Integration

Use free tools

What is the difference between multiple channel marketing and multi-channel marketing? Integration is key Cross Channel Integration

What is the difference between multiple channel marketing and multi-channel marketing?

Integration is key

YouTube Flickr Facebook Salesforce Google apps/wiki tool What else? Free Tools

YouTube

Flickr

Facebook

Salesforce

Google apps/wiki tool

What else?

Ask yourself Are we meeting our supporters needs? Can they easily interact with your organization? Are you engaging them in mediums that resonate with them? Are they able to participate? How? Does our website reflect our organization?

Are we meeting our supporters needs?

Can they easily interact with your organization?

Are you engaging them in mediums that resonate with them?

Are they able to participate? How?

Does our website reflect our organization?

Data Collaboration Other things to think about

Data

Collaboration

Pulling and pushing your data from your cell phone Real time data exchange Advanced data mining Data, Data, Data

Pulling and pushing your data from your cell phone

Real time data exchange

Advanced data mining

The Age of Collaboration In tight economic times we are going to be forced to share resources We don’t know everything Think “open source” nonprofits and government

In tight economic times we are going to be forced to share resources

We don’t know everything

Think “open source” nonprofits and government

What else can Non-profits learn from the Political Campaigns?

More Information Visit – www.TippingPointStrategies.org [email_address]

Visit – www.TippingPointStrategies.org

[email_address]