The message comes first, the tools second Never under estimate your content strategy
Old strategy: one-way, top-down New social strategy: Cross-influence, two-way Deliver a message designed to be taken up and spread by others.
SocNets 15 different social networks Remember, the message comes first, tools come second. Enrich the conversation, don’t take away. How much can you (realistically) support? Plan for what to say AND what to DO. If people find you interesting, what will they find when they visit your Web site? (more on that later)
… for mass communications 7,000 unique messages, 1 billion e-mails sent Frequency dictated by level of engagement Volunteers received “insider” tips and constant feedback about their efforts Remember: Regulate your message frequency Don’t ONLY ask for money Whenever possible, tie a fund raising request to a specific action Plan for list exhaustion, keep building your list Consider insider info for volunteer staff
SMS is the first personal mass media channel
90% of mobile phones are within 3 feet of its owner 24/7 (Edelman) People still read more than 90% of their text messages (Edelman)
Cell phones are there when the impulse strikes
Kottle.org/when-obama-wins Impulses can be infectious
Use every tool at your disposal Consistency is important People working offline was the key to success
Consistent messaging across all platforms (print, Web, social media, video, phone) It’s no longer about your Web site, but about your Web presence. Ask yourself, how can we bring in the human element? ActionScript 3.0 Client Library for Facebook Platform API Twitter API YouTube API
The team’s motto: “Message, Money, and Mobilization”
Text message (SMS) Phone numbers
After the sign-up, encourage new members to take action. A lesson learned from successful e-commerce sites (Facebook, LinkedIn, Vimeo)
Resources for self-starts Posters Graphics Wall paper Ring tones Call lists Talking points David Plouffe encouraged artistic creativity and freedom of delivery, but kept control of the message.
Tie calls to action to a specific outcome or benefit for the reader Buttons and text links Think beyond dollars Obama tapped soft skills and talent What can we ask our alumni and prospective student to do in 5 minutes?
When it comes to empowerment, remember….
When it comes to empowerment, remember….
10 Crossmediale politiek
<ul><li>Les 10 Web 2.0 & de Politiek </li></ul>Crossmedia
<ul><li>Balkenende:Jack de Vries </li></ul>Crossmedia
<ul><li>Politiek & Web 2.0: </li></ul><ul><li>Politieke professionals zullen steeds meer de weblog/twitter/social netwerken in hun mediamix opnemen </li></ul><ul><li>Kloof burger-politiek wordt hiermee niet opgelost, </li></ul><ul><li>maar is wel een bijdrage </li></ul><ul><li>Politici willen over de journalist heen springen en </li></ul><ul><li>hebben behoefte om eigen kanalen te creëren </li></ul><ul><li>Politici zullen gaan sneuvelen door weblogs die </li></ul><ul><li>informatie brengen die normale media niet of niet zo </li></ul><ul><li>snel oppakken (keerzijde van de medaille) </li></ul>Crossmedia
Oude situatie: politici bereiken de mensen via de media, Die bepalen (toon, lengte, vorm)
Nieuwe situatie: politici bereiken de mensen ook via de social media, En bepalen zelf (toon, lengte, vorm) – oude media deels buitenspel
Enable everyone to build and rate maps — collaboratively, iteratively and comprehensively
Make maps easy to find, explore and extend. Embed around the web. Updates visible across all sites. Link: The Independent
<ul><li>UK Prime Minister’s Office </li></ul><ul><li>Royal Society of Arts </li></ul><ul><li>The Independent </li></ul><ul><li>European Commission – WAVE public consultation on climate change in UK, Lithuania and France </li></ul><ul><li>… and a growing community of universities, schools, NGOs, businesses, and individuals. </li></ul>Debategraphers? Links: Debategraph , The Independent
Dr David Price, Co-founder, Debategraph, email: david AT debategraph DOT org, http://debategraph.org, tel +44 (0) 20 8144 2860 Debategraph – thank you
Be persistent, stay in-sync <ul><li>Repeat messages more than once </li></ul><ul><li>Stick to the core message </li></ul><ul><li>Believe in people to deliver your message. </li></ul>Online Politics 101 Version 1.5 / June 2008 Colin Delany, epolitics.com
“ We believed in human being to human being communication.” – David Plouffe, Campaign Manager MarketingProfs Digital Marketing World Spring 2009 Art of the Possible: Online Branding Strategies and Tactics David Plouffe, Barack Obama's 2008 Presidential Campaign Manager
Integrate, integrate, integrate Presidential Inauguration, January 20 th 2009
Technology wasn’t an add-on <ul><li>“…a carefully considered element of almost every campaign function.” </li></ul><ul><li>Technology’s critical role: “moving online supporters toward real-world action.” </li></ul>Welcome to the New Media Campaign Tools of 2012 March 13, 2009 Michael Silberman, MotherJones.com
If you want to communicate, make it easy! <ul><li>“Join Us” was about building lists </li></ul><ul><li>First, get the e-mail address, then follow-up for details </li></ul><ul><li>Don’t forget mobile! </li></ul>
Online-offline hybrid model <ul><li>Fundamentals of organizing haven’t changed </li></ul><ul><li>Heavy investment to facilitate the “last mile” of physical-world organizing </li></ul><ul><li>How do we use technology to scale grassroots efforts beyond what’s been possible? </li></ul>Welcome to the New Media Campaign Tools of 2012 March 13, 2009 Michael Silberman, MotherJones.com
Remember the “third ask” <ul><li>Forward to a friend </li></ul><ul><li>“Join us this weekend!” </li></ul><ul><li>Ask a question </li></ul><ul><li>Take a survey </li></ul><ul><li>Talk to your neighbors </li></ul><ul><li>Donate now </li></ul><ul><li>“Get out the vote!” </li></ul>
Obama & his Blackberry, life line to the people