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Elections 2.0 Part 1 of 2_civic


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A presentation delivered to Canadian market researchers - part 1 offers insights on social media impacts in 2010 Calgary mayoralty race, part 2 points to potential impacts on this spring's federal election

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Elections 2.0 Part 1 of 2_civic

  1. 1. SOCIAL MEDIA, RESEARCH & COMMUNICATIONSElections 2.0Part 1: Insights from the Nenshi CampaignPart 2: Implications for 2011 Federal Election<br />Presented by Brian F. Singh, ZINC Research<br />Market Research & Intelligence Association<br />April 7, 2011 <br />
  2. 2. SOCIAL MEDIA, RESEARCH & COMMUNICATIONSElections 2.0Part 1: Insights from the Nenshi Campaign<br />
  3. 3. Why does this matter?<br />The Dynamics of Elections are Changing<br />Evolution. Leadership. Engagement.<br />Innovation. Mobilization.<br />Marketing Research & Polling are Changing.<br />
  4. 4. Don Braid, Calgary Herald; October 19 2010<br />“One of the most entertaining parts of the campaign, in fact, was watching the old pols — the people so used to getting the leaders elected — looking over their shoulders with growing dread.<br /> <br />They wondered, what the hell is this chaotic, uncontrollable thing thundering up the track?”<br />
  5. 5. Nenshi: “All the chops… and relentless.”<br />Champion Debater<br />Student Council President<br />Management Consultant<br />Academic/Professor<br />Author<br />Journalist/Media<br />Chair – Arts Organization<br />TEDx Speaker<br />Plan-It Calgary<br />Mayoral Candidate…<br />
  6. 6. The Team…<br />Nenshi leadership & design: “Established Parameters.”<br />Some political experience.<br />But… trusted network with…<br />Proven performers/ Specialized skills.<br />Independent thinkers, but collaborative.<br />“Start-up & Launch.” <br />Media literacy – traditional & Web-based<br />Google docs/tools<br />Cloud-based communication/collaboration<br />Twitter<br />FACT: All active on Twitter – Before & AFTER the Campaign.<br />
  7. 7. Myth: This was easy.<br />False. Candidate & Team worked tirelessly off!<br />Used everything available…<br />Events, Debates, Coffee Parties.<br />Relationship building/Management.<br />Communications: Social Media/Web.<br />Public/Media Relations.<br />Technical: Statistics, Network theory, Game theory, Semiotics.<br />Voter Identification.<br />Rhythm of a Campaign… from awareness to election day.<br />
  8. 8. The Problem: Who is Nenshi?<br />No awareness nor familiarity.<br />No money.<br />McIver’s “war chest” & perceived “in-waiting.”<br />The Entry of Higgins.<br />A Unique Opportunity…<br />Timing, Scale & Geography<br />Strategy, Tactics & Execution<br />
  9. 9. The ApproachWhat Social Media Facilitated…<br />Be different.<br />Redefine the rules.<br />Intelligence-/Data-driven.<br />Innovation.<br />One step ahead.<br />Go to the people… wherever they are.<br />Seed “Advocates:” Create base to talk among themselves.<br />
  10. 10. Foundation Strategy<br />+<br />Improvisation & Co-creation.<br />
  11. 11. What does this have anything to do with an election?<br />SKYSCRAPERS?<br />HOCKEY?<br />CARS?<br />
  12. 12. Initial Strategy: Connect with the Hyper-Engaged<br />
  13. 13. The Strategy<br />Phase 1: Awareness & Own Online.<br />Phase 2: Brand (Stand out/Differentiate)<br />Phase 3: Leadership.<br />“The Event”<br />
  14. 14. The Strategy<br />Phase 1: Awareness & Own Online.<br />Phase 2: Brand (Stand out/Differentiate)<br />Phase 3: Leadership.<br />“The Event”<br />* During Phase 2, “Mass Action” stimulated *<br />
  15. 15. The Process of Research & Strategy<br />Social Media Monitoring<br />Sentiment Analysis<br />Web Analytics<br />Media Monitoring<br />Voter Identification/ Geo-Demographic Targeting<br />Volunteer Feedback<br />Social Media Monitoring<br />Web Analytics<br />Engagement Metrics<br />PUBLIC OPINION POLLING (Population Reflective)<br />CAMPAIGN STRATEGY<br />“The Bridge:” Social Media & Canadians Study<br />
  16. 16. Data Intensive Approach. REALLY INTENSIVE.<br />Data = Measurement = Performance.<br />Everything was measured:<br />Social Media/Web Campaign Tracking<br />Voter Identification<br />Polling & Polling Analysis<br />Sentiment Analysis (Blogs, Print/Electronic Media, Discussion boards)<br />Volunteer feedback<br />Everything fed back into & refined strategy.<br />Core measurement: Return on Engagement.<br />
  17. 17. Myth: “Social Media Candidate”<br />Integrated & Innovative Communications.<br />Social media was a tool – BUT used it better than everybody.<br />Most other elements of campaign were traditional, but social media supported these efforts.<br />Grasped media/engagement efficiencies.<br />Experts dismissed & Other Candidates did not react: Cannot grasp what you don’t understand.<br />
  18. 18. Survey: Social Media & Engagement.“Media Literacy”<br />
  19. 19. Campaigns & Communications 2.0<br />Speed of Production & Transmission: Less than 1 minute.<br />Media expectations: On-demand Access.<br />Anywhere, Anytime, Any Channel.<br />Preparation: Contacts, Access, Willingness, Response Times and CONTENT.<br />Diversity – Vehicles & Population<br />But also… Candidate Advocates (3rd Party).<br />
  20. 20. The Speed of the Web… September 28, 2010<br />
  21. 21. The Speed of the Web… September 28, 2010<br />
  22. 22. Manage Reputation.<br />
  23. 23. Case Study: Measurement - 3 Pillars Video<br />Source:<br />
  24. 24. How did we know it was working?DIY & Empowerment…<br />
  25. 25.
  26. 26. Turning our attention to the 2011 Federal Election…To be continued in Part 2….<br />